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How To Conduct A Content Audit Step-By-Step



How To Conduct A Content Audit Step-By-Step

It’s a fact that even the best content writers and search engine optimizers occasionally strike out with a new piece of content.

For whatever reason, and despite your best efforts, not everything you publish is going to be a hit.

Sometimes, despite your best efforts, it will get buried, fail to rank in search results, and basically contribute nothing to your overall goals.

Don’t erase things you worked hard on or leave them to slowly fade into obscurity.

Instead, use these less-than-successful pieces of content to figure out where you went wrong, take action to correct it, and use that new knowledge to create stronger new content.

But before you can do that, you need to know which of your webpages are underperforming. And that requires a content audit.

If you’re not sure how to do that, don’t worry.

In this piece, we’ll explain what a content audit is and why it’s important and then give you step-by-step instructions for performing your own.

What Is A Content Audit?

A content audit is a process of systematically inventorying and evaluating your website’s currently published content.

Often, it will be directly linked to SEO efforts, as the goal is to have content that is not only packed with important keywords but also answers specific search queries.

The content you could be auditing runs a gamut of formats and could include:

  • Webpages.
  • Landing pages.
  • Blog posts.
  • Product descriptions.
  • Videos.
  • Slide decks.
  • Whitepapers.

If you’ve never done a content audit before, this can sound like a daunting and boring task.

Don’t worry – it’s not nearly as bad as you imagine. But before we dive into the process, let’s talk about why it’s an important process for organizations of all types and sizes.

Why Do You Need To Audit Your Content?

Nothing is immune to the passage of time, including your content.

From geocentrism to who discovered the Americas, things that were once considered irrefutable facts become incorrect all the time. And if anything, the internet age has accelerated this process.

This is exactly why regular content audits are important. They will help keep your content up-to-date and improve your search engine rankings by addressing the following questions:

  • What is your existing content?
  • Is this content valuable?
  • How do people find it?
  • How is it performing?
  • Is it still accurate?

The answers to these questions will help you ensure your content is of high quality while helping you stay aligned with your content marketing strategy.

How To Conduct A Content Audit

Now that you know why you need to audit your content regularly, let’s get down to the nuts and bolts of how to do it.

Step 1: Set Your Goals

There’s a lot of work involved with content audits, so to ensure you’re not wasting your time and energy, it’s important to start with clearly defined objectives about what you want to accomplish.

You should have at least one goal that will be the driving factor behind the audit and then determine the metrics with which success will be measured. These could include things like:

  • Improving SEO results for specific pages or your entire website.
  • Increasing engagement and/or conversions.
  • Removing outdated or redundant content.
  • Improving the standard of existing pieces of content.
  • Deciding on a new organizational structure for your site.

Step 2: Collect And Categorize Content

Once you have defined what you’re hoping to accomplish, it’s time to work on inventorying what you have published.

First, determine which types of content you’re going to be reviewing and collect their URLs.

You can either do this manually via an Excel or Google Sheets spreadsheet, or you can use an online tool like HubSpot, Semrush, or Screaming Frog.

(Pro tip: If your site is larger than a few pages, you will likely want to use a content audit tool.)

Once you have a spreadsheet with the content targeted by your audit created, it’s time to categorize it. (Note: Some online tools can do this for you.)

You’ll want to track the following for each piece of content in a separate content details audit spreadsheet:

  • URL.
  • Author.
  • Which team produced it? Content team, social team, SEO team, etc.
  • Time: How long did it take to produce the content in its entirety?
  • Title.
  • Date.
  • Content type: Is it a blog post, infographic, case study, etc.?
  • Content goal: What was the point of producing the content: backlinks, traffic, conversions, etc.?
  • Word count.
  • Comments.
  • Shares: break this down by social network and total.

This will keep you organized as you determine which existing pieces are okay and which need to be updated or removed. How you structure this information will be determined by your goals.

You may also wish to indicate what products or services this content supports, the keywords it’s targeting, and the word count.

Step 3: Track Metrics And Analyze Data

Now that we’ve got the bones of our audit created, it’s time to take a deep dive into how it’s performing.

You’re looking for tangible KPIs that allow you to assess the health and performance of your site.

The content data portion of your audit needs to come with its own handy dandy Excel doc, just like this one I created

Perform A Past Audit

Before we get into the data, you must backtrack and audit your past-produced content.

Knowing how the content you’ve published performs will help you gauge what kind of content you need to create in the future — and what kind not to create.

This part of your content audit will be time-consuming, at least in the beginning.

You’ll need to decide how far back you want to begin your content audit and then gather all of the content URLs for that time period.

I recommend going back at least one year and gathering data for how your content performed the year before.

Collecting all of your past content URLs doesn’t have to be a manual process, though.

Luckily, many website analytics tools like Google Analytics or Semrush’s Content Audit tool can quickly inventory your content based on your sitemap data. These can provide you with a list of content URLs to audit.

Screenshot from Semrush, January 2023

Prepare Yourself For Ongoing Audits

Once you’ve caught up and added all of last year’s content to your Excel doc, you can repeat this audit activity for new content weekly.

It will be much easier to keep track of your content and audit it regularly when you’re only having to go back one week to input data.

Add the data from the next section to your Excel doc and upload the most recent numbers and statistics every week.

Over time, take note of any drastic changes.

Sometimes content, especially evergreen content, can take months before it really takes off.

Metrics To Track

Here are the metrics you’ll want to track for your content data audit:


A properly moderated comments section can add valuable user-generated content to your blog posts and articles.

If one of your content goals is to build a community on your website, you will want to know what content types and topics generate conversation.

Use the UGC link attribute to ensure you’re compliant with Google’s requirements for link markup.

If you don’t allow comments on your blog, check for comments on your social media posts about your content.

Social Shares

Some marketers brush off social shares as vanity metrics. However, monitoring your content’s social popularity can help you discover the topics most likely to intrigue specific social audiences.

Businesses that know most of their conversions come from Facebook, for example, would want to create content popular with Facebook audiences.

Analyzing which posts had the most social shares on Facebook in the past is a good way to find out what topics may do well in the future.

Organic Traffic

Ideally, your content will receive a lot of organic traffic.

If you aren’t getting organic traffic, that could be a potential red flag.

Perhaps there is something wrong with:

  • Your content strategy.
  • How you’re distributing the content.
  • The content type.
  • The content itself.

By evaluating the organic traffic metrics regularly in your audit, you’ll know when you can pat yourself on the back or when you need to start over.

Bounce Rate

Are website visitors arriving on your webpages and exiting without engaging with your content?

If Google Analytics cannot detect scrolling, clicks, or other interactions with your content before a user leaves, it is considered a bounce.

And if you have a high bounce rate, that could be a sign of bad content.

Ideally, your content is a gateway that leads a user from a search to your website, entertains or informs them, and then guides them to more content, depending on their needs.

An extended time on the page in conjunction with a low bounce rate signals “sticky” content that keeps users intrigued enough to continue on to more of your content.

Unsure of what a good bounce rate is?

A range of 26% to 45% is average for retail and ecommerce sites, whereas B2B sites will fall into the 25% to 55% range. For blogs, this number can be as high as 90%.

What’s acceptable for you will depend on your niche.


Bring on the backlinks – but only the good backlinks that give us a lot of boost and credibility, please!

You need to track the backlinks that your content regularly produces for two big reasons:

  • Your backlinks will change over time. The first day you publish a new piece of content, you may gain two to three backlinks. Let a week go by, and maybe now 10-12 backlinks have appeared. A year down the road, you could have 589 backlinks to one piece of content as it is promoted, discovered, and shared.
  • Not all backlinks are good. Sure, 589 backlinks might sound like a good thing, but not if 500 of those backlinks are potentially dangerous to your website, lead to spam, paid, or lead to a poor website. You may want to consider removing those unnatural backlinks.

Time On Page

If your content is a long-form blog post of 2,500 words and the average time on the page is 18 seconds, something is wrong.

This metric will inform you if your content just isn’t right for your audience or if it is, and you need to create more content focusing on topics just like it.

Unique Visitors

We want lots of unique visitors viewing our content and increasing the number of views the piece of content gets.

The more views, the more chances of return on investment (ROI) from content like conversions, engagement, shares, and backlinks.

Pages Per Session

How many pages is the user looking at after viewing your content?

What pages are they going to?

A blog post about the best winter coats can encourage a user to click on links within the blog post and shop around on your website for different coats. They may even make a purchase, which is the ultimate goal of any business marketing.

New Vs. Returning Users

Are you attracting a new audience with this piece of content?

Returning users are great. Returning customers are even better.

But we also need to aim to attract new users with our content. Ideally, you want to see a good mix of both.

Traffic Sources

Learn where your traffic is coming from by defining your main traffic sources.

If a majority of your content’s traffic is coming from Facebook, post more of your content on your Facebook page.

If hardly any is coming from your email newsletters, it may be time to restructure them.


If your goal for a new piece of content is to generate 100 conversions in the first quarter (let’s say email opt-ins for your email newsletter), you need to add a column and track the number of conversions coming in from that piece of content.

Perhaps in the first week, there are only two conversions, and you begin to doubt the content entirely.

Let two months go by, and continue to audit each week. You may notice that now, the content has produced 140 total conversions, not only hitting your goal but surpassing it.

Auditing on an ongoing basis helps to give the figures you’re seeing valuable context, enabling you to make smarter, data-backed decisions.

Additional Information To Track

If you want to add more details about your content, here are some ideas of what to track.

SEO Title & Meta Description

Add columns to your spreadsheet for these SEO fields on each piece of content.

It will help when optimizing your content in the future to see all of the SEO titles and meta descriptions you’ve used in one place.

UTM Parameters

Keep track of specific promotional campaigns for each piece of content by logging any custom UTM parameters you used to track your content.

These may come in handy when you’re creating UTM parameters for new content or when you’re looking for data on past content in Google Analytics.

Leads Sales

If you have conversion events set up in Google Analytics, you can see which landing pages generate the most revenue.

Visit the Pages and screens report under Engagement to see which pages on your website are leading to conversions.

This will give you insight into the types of content and content topics that make a positive impact on your ROI.

Email Metrics

How well did your content perform when you shared it with your email list?

If email engagement is an important goal for your content, you’ll want to keep track of your opens, clicks, and forwards to see which content performs best.

Repurposed Content

Have you taken a collection of posts and turned them into an ebook or vice versa? Keep track of the content you’ve repurposed.

Combine metrics from the main content and additional pieces of related content to see how repurposing benefits your content strategy.

Top Keyword Ranking

Did a particular piece of content stay at the top of the SERPs for its target keyword phrase?

Note the best keyword rankings and how long they lasted to determine which types of content have long-term search wins and which types have short-term search wins.

Influencer Reach

Did you work with any influencers to get the word out about your content? Note the influencers that generated the most traffic or social shares for content.

You may want to work with them again in the future for similar types of content.

Step 4: Take Actionable Steps And Develop A New Content Strategy

By now, you should have all the information you need to determine what content is working and what isn’t. Now it’s time to use that information to create a plan to improve it.

Add another column to your spreadsheet to indicate what action you need to take for each piece of content. This could include deleting, refreshing, rewriting, or reusing.

Determine the priority for each action. Deleting content is quick and usually easy.

Refreshing may consist of minor updates to facts or links. A complete overhaul, on the other hand, could be a massive undertaking.

You may find it helpful to add a priority column to your spreadsheet to keep track of what’s most urgent.

Because your content audit should have hot topics and successful posts at the top of your mind, this is also the perfect time to develop a new content strategy.

Define how and why your marketing content will be used, as well as how it will help you achieve specific goals.

For more information on creating your own content strategy, click here.

Summary: Audit Content Often

Content audits are not the most glamorous part of marketing, but they’re absolutely essential.

Remember that what works today may not work tomorrow, and your top-performing pieces can become quickly outdated.

To ensure you’re getting the most out of your hard work, you should regularly perform content audits.

It’s the best way to keep an eye on the overall health of your website. It will also help you spot new opportunities and reach your goals.

Featured Image: Paulo Bobita/Search Engine Journal

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OpenAI’s Rockset Acquisition And How It May Impact Digital Marketing




OpenAI's Rockset Acquisition And How It May Impact Digital Marketing

OpenAI acquired a technology from Rockset that will enable the creation of new products, real-time data analysis, and recommendation systems, possibly signaling a new phase for OpenAI that could change the face of search marketing in the near future.

What Is Rockset And Why It’s Important

Rockset describes its technology as a Hybrid Search, a type of multi-faceted approach to search (integrating vector search, text search and metadata filtering) to retrieve documents that can augment the generation process in RAG systems. RAG is a technique that combines search with generative AI that is intended to create more factually accurate and contextually relevant results. It’s a technology that plays a role in BING’s AI search and Google’s AI Overviews.

Rockset’s research paper about the Rockset Hybrid Search Architecture notes:

“All vector search is becoming hybrid search as it drives the most relevant, real-time application experiences. Hybrid search involves incorporating vector search and text
search as well as metadata filtering, all in a single query. Hybrid search is used in search, recommendations and retrieval augmented generation (RAG) applications.

…Rockset is designed and optimized to ingest data in real time, index different data types and run retrieval and ranking algorithms.”

What makes Rockset’s hybrid search important is that it allows the indexing and use of multiple data types (vectors, text, geospatial data about objects & events), including real-time data use. That powerful flexibility allows the technology to interact with different kinds of data that can be used for in-house and consumer-facing applications related to contextually relevant product recommendations, customer segmentation and analysis for targeted marketing campaigns, personalization, personalized content aggregation, location-based recommendations (restaurants, services, etc.) and in applications that increase user engagement (Rockset lists numerous case studies of how their technology is used).

OpenAI’s announcement explained:

“AI has the opportunity to transform how people and organizations leverage their own data. That’s why we’ve acquired Rockset, a leading real-time analytics database that provides world-class data indexing and querying capabilities.

Rockset enables users, developers, and enterprises to better leverage their own data and access real-time information as they use AI products and build more intelligent applications.

…Rockset’s infrastructure empowers companies to transform their data into actionable intelligence. We’re excited to bring these benefits to our customers…”

OpenAI’s announcement also explains that they intend to integrate Rockset’s technology into their own retrieval infrastructure.

At this point we know the transformative quality of hybrid search and the possibilities but OpenAI is at this point only offering general ideas of how this will translate into APIs and products that companies and individuals can create and use.

The official announcement of the acquisition from Rockset, penned by one of the cofounders, offered these clues:

“We are thrilled to join the OpenAI team and bring our technology and expertise to building safe and beneficial AGI.

…Advanced retrieval infrastructure like Rockset will make AI apps more powerful and useful. With this acquisition, what we’ve developed over the years will help make AI accessible to all in a safe and beneficial way.

Rockset will become part of OpenAI and power the retrieval infrastructure backing OpenAI’s product suite. We’ll be helping OpenAI solve the hard database problems that AI apps face at massive scale.”

What Exactly Does The Acquisition Mean?

Duane Forrester, formerly of Bing Search and Yext (LinkedIn profile), shared his thoughts:

“Sam Altman has stated openly a couple times that they’re not chasing Google. I get the impression he’s not really keen on being seen as a search engine. More like they want to redefine the meaning of the phrase “search engine”. Reinvent the category and outpace Google that way. And Rockset could be a useful piece in that approach.

Add in Apple is about to make “ChatGPT” a mainstream thing with consumers when they launch the updated Siri this Fall, and we could very easily see query starts migrate away from traditional search engine boxes. Started with TikTok/social, now moving to ai-assistants.”

Another approach, which could impact SEO, is that OpenAI could create a product based on an API that can be used by companies to power in-house and consumer facing applications. With that approach, OpenAI provides the infrastructure (like they currently do with ChatGPT and foundation models) and let the world innovate all over the place with OpenAI at the center (as it currently does) as the infrastructure.

I asked Duane about that scenario and he agreed but also remained open to an even wider range of possibilities:

“Absolutely, a definite possibility. As I’ve been approaching this topic, I’ve had to go up a level. Or conceptually switch my thinking. Search is, at its heart, information retrieval. So if I go down the IR path, how could one reinvent  “search” with today’s systems and structures that redefine how information retrieval happens?

This is also – it should be noted- a description for the next-gen advanced site search.  They could literally take over site search across a wide range of mid-to-enterprise level companies. It’s easily as advanced as the currently most advanced site-search systems. Likely more advanced if they launch it. So ultimately, this could herald a change to consumer search (IR) and site-search-based systems.

Expanding from that, apps, as they allude to.  So I can see their direction here.”

Deedy Das of Menlo Ventures (Poshmark, Roku, Uber) speculated on Twitter about how this acquisition may transform OpenAI:

“This is speculation but I imagine Rockset will power all their enterprise search offerings to compete with Glean and / or a consumer search offering to compete with Perplexity / Google. Permissioning capabilities of Rockset make me think more the former than latter”

Others on Twitter offered their take on how this will affect the future of AI:

“I doubt OpenAI will jump into the enterprise search fray. It’s just far too challenging and something that Microsoft and Google are best positioned to go after.

This is a play to accelerate agentic behaviors and make deep experts within the enterprise. You might argue it’s the same thing an enterprise search but taking an agent first approach is much more inline with the OpenAI mission.”

A Consequential Development For OpenAI And Beyond

The acquisition of Rockset may prove to be the foundation of one of the most consequential changes to how businesses use and deploy AI, which in turn, like many other technological developments, could also have an effect on the business of digital marketing.

Read how Rockset customers power recommendation systems, real-time personalization, real-time analytics, and other applications:

Featured Case Studies

Read the official Rockset announcement:

OpenAI Acquires Rockset

Read the official OpenAI announcement:

OpenAI acquires Rockset
Enhancing our retrieval infrastructure to make AI more helpful

Read the original Rockset research paper:

Rockset Hybrid Search Architecture (PDF)

Featured Image by Shutterstock/Iconic Bestiary

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Results-Driven SEO Project Management: From Chaos to Cash



Results-Driven SEO Project Management: From Chaos to Cash

Making a profit in SEO relies on good project management. That means doing things that get results rather than just drowning yourself in endless tasks.

Below, I’ll walk you through a 7-step process to do exactly that.

Having clear goals keeps your team unified toward a specific direction. For example, if your boss allocates $5,000/month for the SEO project, you need to translate this into meaningful results and milestones you can report on. 

A goal you can easily set is to increase the website’s organic traffic value. This is a metric unique to Ahrefs that estimates a dollar value of SEO traffic. 

If you invest $5,000/month in SEO for six months, you could aim to increase your website’s organic traffic value by $30,000 ($5,000 ✕ 6 months). 

This isn’t the most accurate method because traffic value doesn’t necessarily correlate with real-world revenues, but it works as an easy starting point for setting targets. 

A better solution is to use conversion data and average order or deal value to set goals around delivering a return on investment. You can find these metrics in your analytics tool, like Google Analytics, if conversion tracking is set up: 

Tracking conversion rate and average order value in Google Analytics.Tracking conversion rate and average order value in Google Analytics.


If you don’t have access to conversion metrics like this, to be conservative, use 1% as a ballpark conversion rate and the cheapest product or service price for the average order value.

Using these metrics, you can calculate the number of sales needed to break even on the SEO campaign.

# of monthly sales to break even = monthly SEO cost average order value 

Since this project’s monthly SEO cost is $5,000, we’ll need to grow sales from organic traffic by 32.25 for each month of the project’s duration. 

Here’s the formula to discover roughly how much traffic or projected organic sessions you’ll need: 

projected organic sessions = transactions needed to break even conversion rate

So in this example, we divide 32.25 transactions by the conversion rate of 0.86% to learn that we need at least 3,750 organic monthly sessions to break even. Of course, not all traffic is created equal, so keep that in mind going forward. 

So far, so good! (Save this number, we’ll need it in a moment). 

In many cases, the timeline will be decided for you by your boss or client. For instance, if you take on a client with a six-month contract, that’s the timeframe in which you generally have to deliver results. 

The question at this stage is whether it’s possible to reach your performance goal in that time. 

Truthfully, there’s no way to know for sure, but you can look to your competitors for an idea. 

Sure, you have no idea what their SEO budgets are (they could be spending 10x what you are), but if you see multiple competitors of a similar caliber getting similar results over a similar timeframe, that’s a good sign. 

For instance, in its first six months of SEO, Webflow reached just shy of 24,000 organic monthly traffic, with a traffic value of $76,510 (according to Ahrefs). 

Webflow's SEO performance in the first 6 months.Webflow's SEO performance in the first 6 months.

By comparison, Duda’s first-year performance is also fairly close to Webflow’s.

Duda's SEO performance in the first 6 months.Duda's SEO performance in the first 6 months.

So, if these are your competitors and your target is to reach a traffic value of $30,000 in six months or to increase monthly traffic by 3,750 sessions, it certainly seems achievable. 

If you don’t see competitors hitting your target in your timeframe like this, you’ll need to rethink your goals and communicate them to key stakeholders. Communication is critical for setting the right expectations with your boss or clients. 

Now that you’ve set an achievable goal for the project timeline, the next step is to plan what tasks actually need to be done to get you there. 

You’ll need to spend some time on strategic tasks to help you determine the correct implementations for the project. 

Don’t be tempted to skip this part!! 

If you don’t spend enough time on strategic tasks like competitor analysis, keyword research, and auditing the current website, no matter how much action you take, it’ll be useless if you’re heading in the wrong direction. 

But don’t overdo it, either. You need to balance strategy with implementation to get results. 

For example, there’s generally a notable difference in performance between a project that spends one month on strategy and publishes content ASAP compared to a project that front-loads strategic tasks and implements content a few months later. 

SEO project management strategy differencesSEO project management strategy differences

I recommend spending ⅙ of the project timeline on strategy and ⅚ on implementation for the best balance. 

As for what specific tasks you can plan, there are many things you could focus on here. The right things for your website will vary depending on your available skills and resources, plus what’s working best in your industry… but here’s where I’d start, given that the target is to increase traffic. 

a) Fill content gaps

Start by finding pages that deliver traffic to competitors that your website doesn’t have. 

Using Ahrefs’ Competitive Analysis tool, make sure you select the “keywords” tab and then enter your website along with a handful of your top competitors, like so: 

Adding competitors to Ahrefs' Competitive Analysis report .Adding competitors to Ahrefs' Competitive Analysis report .

Then check out the results to find topics your competitors have written about that you haven’t. Make sure you qualify the topics according to what has business value for you. 

For instance, let’s look at design-related keywords that Wix or Squarespace rank for but Webflow doesn’t.

Finding keywords competitors rank for that your website doesn't.Finding keywords competitors rank for that your website doesn't.

Many of these keywords hold very little business value for a company like Webflow, like any related to logo makers and generators. However, keywords related to design trends and principles might be topics Webflow can consider for its blog since designers are a staple part of its audience demographic. 

For topics that have business value, create new content targeting these keywords. 

There can be a lot of data to sift through here, so I recommend my content gap analysis template for a faster and smoother process 😉 

b) Boost authority of top pages

This task is about identifying which of your content is already performing well and sending more internal links and backlinks to those pages. 

You can find the best pages to promote by using the Top Pages report in Site Explorer. Here you’ll see which pages on your site get the most traffic: 

Using Ahrefs' Top Pages report to quickly identify pages with the most traffic on your website.Using Ahrefs' Top Pages report to quickly identify pages with the most traffic on your website.

Then, navigate to the Internal Link Opportunities report in Site Audit. You can set an advanced filter to narrow down the opportunities to the pages you care most about. Check out the suggested anchor text and keyword contexts and implement all the internal links that make sense in your content. 

Ahrefs' Internal Link Opportunities report.Ahrefs' Internal Link Opportunities report.

You should also build backlinks to these pages. You can use the Competitive Analysis report again, but this time, set it to referring domains or pages. 


Setting it to referring domains will give you a list of websites you can add to an outreach list. Setting it to referring pages will give you the exact URLs where the links to your competitors are. These links can be included in outreach messages to make them more customized.

Also, instead of using the homepage, add the exact page you want to link to and compare it to your competitors’ pages on the same topic. Make sure you set all pages to “exact URL” to get the page-level (instead of website-level) backlink data. 

Using Ahrefs' Competitive Analysis report to find backlink gaps.Using Ahrefs' Competitive Analysis report to find backlink gaps.

There are many different backlinking techniques you can consider implementing. Check out our video on how to get your first 100 links if you’re unsure where to start: 

c) Update content with low-hanging fruit opportunities

For an established website with a decent amount of existing content, you can also look for opportunities to quickly update existing content and boost performance with little effort. 

In Ahrefs’ Site Explorer, check out your pages that are already ranking in positions 4-15 by using Opportunities > Low-Hanging Fruit Keywords: 

Finding low hanging fruit keyword in Ahrefs.Finding low hanging fruit keyword in Ahrefs.

Find pages with many keywords in this range and try to close topic gaps on those pages. For example, let’s take our post on affiliate marketing and look at its low-hanging fruit opportunities. 

We could isolate similar keywords that don’t already have a dedicated section in our article, like the following about becoming an affiliate. 

Example of low hanging fruit keywords to add to an article.Example of low hanging fruit keywords to add to an article.

These are already hovering around the middle of page one on Google. With a small, dedicated section about this topic, we can likely improve rankings for these keywords with minimal effort. 

Most tasks aren’t a one-time thing. For example, you’ll probably create or update multiple pieces of content during an SEO project. 

So, the next step is to create a library of repeatable task templates that you can duplicate in your project. 

Example of SEO task templates using ClickUp.Example of SEO task templates using ClickUp.
Source: Screenshot taken in ClickUp

If you don’t do this and just assume your team knows what to do, it can cause chaos, and there’s a high chance your project won’t succeed. 

Here’s what you should add to each task template: 

  • Who → assignees, reviewers, watchers, key stakeholders
  • What → what’s the goal of the task + what exactly needs to be done
  • When → dates to start and finish a task, estimated hours to complete
  • Where → what tools should be used, where should deliverables be added, where can templates/relevant info be found
  • Why → connect the task to a strategic objective
  • How → SOP or process outlined in a clear and detailed brief

Obviously, the exact details for some of these will need to be filled in on a task-by-task basis as you duplicate them into your project. For example, instead of assigning the template tasks to a specific person, indicate the role that is responsible for the task until you’re ready to assign it to someone. 

Likewise, with the due dates. In the template, instead of adding exact due dates, indicate an estimated length of time each task should take and a general rule for when the task is due after it’s been assigned. 

Not every project will need every task, so the idea is to pull in what’s required as needed and have the bulk of the info pre-filled to reduce the time it takes to brief the task. 

With your tasks set and templates created, it’s now time to start doing.

This is where things can often fall apart unless you distribute responsibility and ownership of tasks and processes throughout your team. 

SEO project management doesn’t fail because there aren’t SOPs and processes in place. It fails because the people executing the processes aren’t given ownership of them.

Mads SingersMads Singers

Here are 3 reasons why this can happen: 

  1. Without clear ownership, all team members rely on you for approvals before they can complete a task or start another. It slows everything down, and very little gets done efficiently.
  2. A “not my job” mentality can take root in your team. Unless team members take ownership of their tasks, you will be responsible for micromanaging everything to ensure your team is doing what it’s supposed to be.
  3. The people best placed to decide upon and update processes aren’t the ones doing so. They’re just doing whatever “management” tells them to do even if they see a better way.

You can solve the first two problems by clearly identifying who is responsible for specific tasks and processes and allowing them to get on with those tasks without having to run every tiny thing through you. 

You can solve the third problem by letting the people on the ground decide how their tasks are done and giving them responsibility for updating SOPs and relevant task templates. This again frees up your time and attention to focus on strategy, not micromanaging. 


It also helps to break up bigger tasks into sub-components when multiple people are involved, like: 

  • Briefing → SEO Strategist or Account Manager
  • Implementation → often, a non-SEO professional like a writer, developer, or designer 
  • Review → Senior SEO
  • Final approval → Client
Example SEO project management timelineExample SEO project management timeline

For the love of all things good, please don’t manage SEO projects via email. It’s horrible. 

Invest in setting up a proper project management tool to scale with you. Consider your needs before you start planning all your tasks and projects. 

There’s no tool that’s best for everyone, but I recommend you check out Asana, ClickUp, or Monday to get you started. 

In any of these tools, you can easily set up separate projects and task templates. For example, here’s a basic setup of the first month’s tasks you can consider in Clickup: 

Example of Month 1 SEO tasks created in ClickUp.Example of Month 1 SEO tasks created in ClickUp.

Within each task, you can pre-fill certain fields and add a description, like so: 

Example of a task template for SEO project management.Example of a task template for SEO project management.

This is where you can add your brief, relevant links, and the essential details needed to turn the task into a template. Of course, there are nuances of how this works between different project management tools, but the basic idea remains the same. 

It’s worth spending time setting up your tasks and templates correctly so you can save time down the track as your project or team grows. 

The last piece of this framework is tracking resources spent and results achieved. 

Tracking resources

The easiest way to track resources is to create custom fields in your project management tool that measure specific resources allocated for each task. Some tools also let you build out reports to see how your resource allocation is going across different time frames, teams, or projects. 

The types of resources you might consider tracking include: 

  • Cost of the task
  • Planned time allocated
  • Actual time spent
  • Cost of tools required to do the task
  • Credits the task is worth (if you use a credit system)
  • Sprint points (if you work in sprints)

For more in-depth insights on where your resources are going, consider tagging tasks according to whether they’re strategic, implementation, or administrative. This way, you can quickly and easily spot imbalances like investing too much in tasks that don’t contribute to results. 

Tracking results

Measuring your results requires going beyond your project management tool and using a combination of your analytics software and an SEO tool like Ahrefs. 

When you start working on a new campaign, make sure you record a benchmark of the existing performance of the website. Then, keep regular tabs on the metrics that matter for the project and performance milestones you’ve achieved along the way. 

For example, you can use Ahrefs Webmaster Tools to monitor performance across your entire portfolio for free. 

The dashboard allows you to quickly see how performance is trending for key SEO metrics across all projects you’ve added: 

Ahrefs' dashboard showing quick performance stats across multiple projects.Ahrefs' dashboard showing quick performance stats across multiple projects.

Key Takeaways

Results-driven SEO project management starts with the end in mind and works backward. It doesn’t assume you’ll see performance improvements just because you’re doing lots of stuff. 

Instead, it is very intentional about figuring out exactly what needs to be done and linking those actions to realistic and achievable outcomes. 

In the words of Mads Singers: 

The starting point is figuring out how to deliver a return on investment. This is the most important thing. Then it’s about giving your team ownership and control over the tasks related to their roles. 

Once these foundations are in place, only then is it about documenting processes. But it shouldn’t be a business owner or manager who does the documentation. Processes should be owned by the people doing the work and who can keep SOPs current.

Mads SingersMads Singers

The process shared above allows you to do all of this and more. If you have any questions about your SEO project management goals or processes, feel free to contact me on LinkedIn anytime. 

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What Is Schema Markup & Why Is It Important For SEO?




What Is Schema Markup & Why Is It Important For SEO? is a collection of vocabulary (or schemas) used to apply structured data markup to web pages and content. Correctly applying schema can improve SEO outcomes through rich snippets.

Structured data markup is translated by platforms such as Google and Microsoft to provide enhanced rich results (or rich snippets) in search engine results pages or emails. For example, you can markup your ecommerce product pages with variants schema to help Google understand product variations. is an independent project that has helped establish structured data consistency across the internet. It began collaborating with search engines such as Google, Yahoo, Bing, and Yandex back in 2011.

The Schema vocabulary can be applied to pages through encodings such as RDFa, Microdata, and JSON-LD. JSON-LD schema is preferred by Google as it is the easiest to apply and maintain.

Schema is not a ranking factor.

However, your webpage becomes eligible for rich snippets in SERPs only when you use schema markup. This can enhance your search visibility and increase CTR on your webpage from search results.

Schema can also be used to build a knowledge graph of entities and topics. Using semantic markup in this way aligns your website with how AI algorithms categorize entities, assisting search engines in understanding your website and content.

This means that search engines should have additional information to help them figure out what the webpage is about.

You can even link your entities directly to sites like Wikipedia or Google’s knowledge graph to build explicit connections. Using Schema this way can have positive SEO results, according to Martha van Berkel, CEO of Schema App:

By helping search engines understand content, you are assisting them in saving resources (especially important when you have a large website with millions of pages) and increasing the chances for your content to be interpreted properly and ranked well. While this may not be a ranking factor directly, Schema helps your SEO efforts by giving search engines the best chance of interpreting your content correctly, giving users the best chance of discovering it.

Listed above are some of the most popular uses of schema, which are supported by Google and other search engines.

You may have an object type that has a definition but is not supported by search engines.

In such cases, it is advised to implement them, as search engines may start supporting them in the future, and you may benefit from them as you already have that implementation.

Google recommends JSON-LD as the preferred format for structured data. Microdata is still supported, but JSON-LD schema is recommended.

In certain circumstances, it isn’t possible to implement JSON-LD schema due to website technical infrastructure limitations such as old content management systems). In these cases, the only option is to markup HTML via Microdata or RDFa.

You can now mix JSON-LD and Microdata formats by matching the @id attribute of JSON-LD schema with the itemid attribute of Microdata schema. This approach helps reduce the HTML size of your pages.

For example, in a FAQ section with extensive text, you can use Microdata for the content and JSON-LD for the structured data without duplicating the text, thus avoiding an increase in page size. We will dive deeper into this below in the article when discussing each type in detail.

JSON-LD encodes data using JSON, making it easy to integrate structured data into web pages. JSON-LD allows connecting different schema types using a graph with @ids, improving data integration and reducing redundancy.

Let’s look at an example. Let’s say that you own a store that sells high-quality routers. If you were to look at the source code of your homepage, you would likely see something like this:

Once you dive into the code, you’ll want to find the portion of your webpage that discusses what your business offers. In this example, that data can be found between the two


The following JSON-LD formatted text will markup the information within that HTML fragment on your webpage, which you may want to include in your webpage’s


This snippet of code defines your business as a store via the attribute"@type": "Store".

Then, it details its location, contact information, hours of operation from Monday to Saturday, and different operational hours for Sunday.

By structuring your webpage data this way, you provide critical information directly to search engines, which can improve how they index and display your site in search results. Just like adding tags in the initial HTML, inserting this JSON-LD script tells search engines specific aspects of your business.

Let’s review another example of WebPage schema connected with Organization and Author schemas via @id. JSON-LD is the format Google recommends and other search engines because it’s extremely flexible, and this is a great example.

In the example:

  • Website links to the organization as the publisher with @id.
  • The organization is described with detailed properties.
  • WebPage links to the WebSite with isPartOf.
  • NewsArticle links to the WebPage with isPartOf, and back to the WebPage with mainEntityOfPage, and includes the author property via @id.

You can see how graph nodes are linked to each other using the"@id"attribute. This way, we inform Google that it is a webpage published by the publisher described in the schema.

The use of hashes (#) for IDs is optional. You should only ensure that different schema types don’t have the same ID by accident. Adding custom hashes (#) can be helpful, as it provides an extra layer of insurance that they will not be repeated.

You may wonder why we use"@id"to connect graph nodes. Can’t we just drop organization, author, and webpage schemas separately on the same page, and it is intuitive that those are connected?

The issue is that Google and other search engines cannot reliably interpret these connections unless explicitly linked using @id.

Adding to the graph additional schema types is as easy as constructing Lego bricks. Say we want to add an image to the schema:

   "@type": "ImageObject",
   "@id": "",
   "url": "",
   "contentUrl": "",
   "width": 2160,
   "height": 1215,
   "thumbnail": [
        "@type": "ImageObject",
        "url": "",
        "width": 1620,
        "height": 1215
        "@type": "ImageObject",
        "url": "",
        "width": 1440,
        "height": 810
        "@type": "ImageObject",
        "url": "",
        "width": 1000,
        "height": 1000

As you already know from the NewsArticle schema, you need to add it to the above schema graph as a parent node and link via @id.

As you do that, it will have this structure:

Quite easy, isn’t it? Now that you understand the main principle, you can build your own schema based on the content you have on your website.

And since we live in the age of AI, you may also want to use ChatGPT or other chatbots to help you build any schema you want.

2. Microdata Schema Format

Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier.

However, the one downside to using Microdata is that you have to mark every individual item within the body of your webpage. As you can imagine, this can quickly get messy.

Take a look at this sample HTML code, which corresponds to the above JSON schema with NewsArticle:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000, we have grown to a team of 200 dedicated employees.

Our slogan is: "Innovation at its best".

Contact us at +1-800-555-1212 for customer service.

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe. Connect with John on Twitter and LinkedIn.

If we convert the above JSON-LD schema into Microdata format, it will look like this:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.


Example image

This example shows how complicated it becomes compared to JSON-LD since the markup is spread over HTML. Let’s understand what is in the markup.

You can see

tags like:

By adding this tag, we’re stating that the HTML code contained between the

blocks identifies a specific item.

Next, we have to identify what that item is by using the ‘itemtype’ attribute to identify the type of item (Person).

An item type comes in the form of a URL (such as Let’s say, for example, you have a product you may use

To make things easier, you can browse a list of item types here and view extensions to identify the specific entity you’re looking for. Keep in mind that this list is not all-encompassing but only includes ones that are supported by Google, so there is a possibility that you won’t find the item type for your specific niche.

It may look complicated, but provides examples of how to use the different item types so you can see what the code is supposed to do.

Don’t worry; you won’t be left out in the cold trying to figure this out on your own!

If you’re still feeling a little intimidated by the code, Google’s Structured Data Markup Helper makes it super easy to tag your webpages.

To use this amazing tool, just select your item type, paste in the URL of the target page or the content you want to target, and then highlight the different elements so that you can tag them.

3. RDFa Schema Format

RDFa is an acronym for Resource Description Framework in Attributes. Essentially, RDFa is an extension to HTML5 designed to aid users in marking up structured data.

RDFa isn’t much different from Microdata. RDFa tags incorporate the preexisting HTML code in the body of your webpage. For familiarity, we’ll look at the same code above.

The HTML for the same JSON-LD news article will look like:

vocab="" typeof="WebSite" resource="">

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service. Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe Profile Twitter LinkedIn

Example image

Unlike Microdata, which uses a URL to identify types, RDFa uses one or more words to classify types.

vocab=”” typeof=”WebPage”>

If you wish to identify a property further, use the ‘typeof’ attribute.

Let’s compare JSON-LD, Microdata, and RDFa side by side. The @type attribute of JSON-LD is equivalent to the itemtype attribute of Microdata format and the typeof attribute in RDFa. Furthermore, the propertyName of JSON-LD attribute would be the equivalent of the itemprop and property attributes.

Attribute Name JSON-LD Microdata RDFa
Type @type itemtype typeof
ID @id itemid resource
Property propertyName itemprop property
Name name itemprop=”name” property=”name”
Description description itemprop=”description” property=”description”

For further explanation, you can visit to check lists and view examples. You can find which kinds of elements are defined as properties and which are defined as types.

To help, every page on provides examples of how to apply tags properly. Of course, you can also fall back on Google’s Structured Data Testing Tool.

4. Mixing Different Formats Of Structured Data With JSON-LD

If you use JSON-LD schema but certain parts of pages aren’t compatible with it, you can mix schema formats by linking them via @id.

For example, if you have live blogging on the website and a JSON-LD schema, including all live blogging items in the JSON schema would mean having the same content twice on the page, which may increase HTML size and affect First Contentful Paint and Largest Contentful Paint page speed metrics.

You can solve this either by generating JSON-LD dynamically with JavaScript when the page loads or by marking up HTML tags of live blogging via the Microdata format, then linking to your JSON-LD schema in the head section via “@id“.

Here is an example of how to do it.

Say we have this HTML with Microdata markup with itemid=""

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We can link to it from the sample JSON-LD example we had like this:

If you copy and paste HTML and JSON examples underneath in the schema validator tool, you will see that they are validating properly.

The schema validator does validate the above example.The schema validator does validate the above example.

The SEO Impact Of Structured Data

This article explored the different schema encoding types and all the nuances regarding structured data implementation.

Schema is much easier to apply than it seems, and it’s a best practice you must incorporate into your webpages. While you won’t receive a direct boost in your SEO rankings for implementing Schema, it can:

  • Make your pages eligible to appear in rich results.
  • Ensure your pages get seen by the right users more often.
  • Avoid confusion and ambiguity.

The work may seem tedious. However, given time and effort, properly implementing Schema markup is good for your website and can lead to better user journeys through the accuracy of information you’re supplying to search engines.

Image Credits

Featured Image: Paulo Bobita
Screenshot taken by author


Read more:

Chuck Price

Founder at Measurable SEO

Looking for a Content Marketing Solution to Increase Traffic and Revenue? I’m the founder of Measurable SEO and former COO ...

Advanced Technical SEO: A Complete Guide

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