Content Audit SaaS Guide 2025 (Checklist Included)

August 26, 2025

Two irrefutable facts: it’s 2025. And 60% of content marketers still don’t have a properly documented content strategy.

If you want to improve lead generation and send your web pages surging up the search engine rankings, you’re gonna need strong content to back you. But here’s what most SEO guides won’t tell you: throwing content at the wall and hoping something sticks is exactly why your competitors are eating your lunch.

A single strong blog post targeting a specific user pain point with commercial intent can enhance SEO performance much more significantly, and deliver far greater improvements in key metrics, compared to 100 or even 1,000 poor-performing pages of uninformative, outdated content that nobody actually searched for.

But how do you assess content quality and understand how well your SaaS website pages are performing, gaining the data you need to inform your future content strategy?

That’s where content audits come into play.

A comprehensive content audit gives you the chance to thoroughly evaluate your existing content, assessing every asset to understand its performance and relevance. It can help you identify content gaps and discern between high and low performing content, providing the necessary insight to fine-tune your SaaS content marketing strategy and uncover new opportunities for organic traffic growth and lead generation.

Let’s take a look at exactly how to conduct a successful content audit, with a step-by-step checklist to assist you. Whether you’re working solo or managing a full B2B SaaS content team, you’ll walk away with a clearer SEO strategy and a cleaner, better-performing site by the end.

Here’s what we’ll cover (and what actually moves the needle):

Why 90% of SaaS content audits miss the revenue connection
The 3-bucket system that helped our clients achieve 243% organic traffic increases
How to spot content that’s secretly cannibalizing your best pages
A checklist that doesn’t waste your time on vanity metrics

Why Does a SaaS Content Audit Matter in 2025?

Countless SaaS companies are under multiple misconceptions when it comes to their content strategy. The biggest one? That publishing more content automatically equals more leads.

We’ve audited over 200 SaaS websites, and here’s what we see repeatedly: companies creating “educational” content that educates their audience right out of buying anything.

Many of them misunderstand Google algorithms, or mistakenly assume that more content is all that’s needed to improve their search engine rankings. They remain utterly unaware of how outdated, underperforming content is holding them back, harming user engagement and customer retention.

These misconceptions lead to further mistakes in their future content marketing efforts, preventing them from achieving their end goals.

Here’s the reality: Google’s algorithm has gotten sophisticated enough to recognize when content serves no user intent. And users? They can smell generic, purposeless content from a mile away.

This is why SaaS brands have to conduct regular content audits. It’s the most effective method of evaluating content quality to better understand the SEO performance of your current marketing strategy, while unlocking insights to improve key metrics.

Here are just some of the benefits of a thorough content audit (with real numbers from our client work):

Improve SEO Performance Metrics: Spot issues with your content, like broken links and lack of structure, and fine-tune to strengthen its performance. One analytics software client saw 243% organic traffic growth after we identified and fixed their content cannibalization issues.
Uncover Content Gaps: Through content gap analysis, discover relevant keywords and search queries you might like to target. But more importantly, find the gaps between what your audience needs to know and what they need to buy.
Increase Engagement: Strengthen engagement metrics by creating content that is more informative and enjoyable to consume. Translation: stop writing content that makes people immediately hit the back button.
Reinforce Your Brand: Find ways to ensure your content aligns with your brand’s messaging and identity in the eyes of your target audience.
Increase Leads and Conversion Rates: By identifying high-performing content that gets the best results, you can streamline your content strategy. Our IT solutions client doubled their traffic and saw a 94% increase in qualified leads after removing underperforming content that was diluting their authority.
Enhance Brand Awareness: Add authority to your digital presence through content that is relevant, up-to-date, and in alignment with the latest Google algorithm expectations.

How to Prepare for a Content Audit

A successful SaaS content audit begins with careful preparation. The better you prepare, the more structured your audit process will inevitably be, and a more structured, focused audit invariably leads to more helpful outcomes.

There are two main tasks to focus on for SaaS content audit preparation:

Define Your Objectives: To construct and conduct your audit, you need goals to aim for, and these will vary from brand to brand. Some may conduct a SaaS content audit to improve lead generation or strengthen their search engine rankings. Others may be more concerned with improving their user engagement metrics and site authority. Think carefully about your aims, but here’s a hint: if “brand awareness” is your primary goal, you’re probably not ready for this audit yet.
Gather Your Metrics: Next, you need to gather the data to fuel your content audit. Fortunately, plenty of helpful tools can assist with this, most notably the Google Search Console and Google Analytics. You can use these platforms to begin building the datasets you need to assess content relevance and quality.

A Step-by-Step Content Audit Process

Step 1: Define Your Goals and Metrics

Start by defining your content audit goals and aligning them with your overall business strategy. Are you aiming to grow organic traffic, increase demo signups, improve lead generation, boost customer retention, or better understand what’s working?

Here’s what we’ve learned from our experience auditing 200+ SaaS websites: if you can’t connect a piece of content to revenue within two clicks, it’s probably not pulling its weight.

Identify your core objectives, and choose appropriate metrics to help guide your audit, such as:

Organic traffic
Keyword rankings
Conversions or signups
Demo requests and qualified leads
Customer retention
Revenue attribution (the metric most audits ignore)
Content quality (evaluating content quality is essential to ensure your content is valuable, relevant, and supports your business objectives)
Bounce rate and time on page
Scroll depth, click-throughs, or user feedback

Step 2. Take Inventory of Content

The next step of the content audit process is to take stock of the content you already have. You can do this manually (if you hate yourself) or turn to a content audit tool like Google Search Console, Screaming Frog, DeepCrawl (now Lumar), or Sitebulb. Such tools will provide a complete list of all indexable URLs on your site, including blog posts.

Pro tip: Export everything into a spreadsheet. You’ll thank us later when you’re trying to make sense of 500+ URLs.

Step 3. Evaluate Content Quality and Relevance

Once you have a list of your site’s existing content assets, you should clean it up by removing any irrelevant or duplicate pages. This will help you focus your analysis on the most important pages and ensure that your audit is as thorough and effective as possible.

You can then proceed to evaluate the actual quality of your web pages, focusing on factors like:

Broken links
Internal links
Duplicate content
Missing metadata
Page load speed
Mobile-friendliness

Additionally, as you audit each URL, consider the following broader factors (the ones that actually determine whether content drives business results):

Relevance: Does the page address the needs and interests of your target audience? Is it still relevant to your business objectives and marketing goals? More importantly: does it help someone decide whether to buy your product?
Quality: Is the content accurate, informative, and engaging? Is it well-written and well-structured? Is it up-to-date and relevant to current trends or industry standards? Here’s the real question: would you read this content if you weren’t being paid to?
Performance: Is the page ranking well for important keywords and driving traffic to your website? Are users engaging with the content and staying on the page for a reasonable amount of time? And the million-dollar question: is it generating qualified leads?

Based on your evaluation, you can decide on one of three actions for each URL:

Delete: Remove pages that are no longer relevant, useful, or effective from your website to avoid confusing users and search engines. This is where most companies get squeamish, but trust us — sometimes deletion is the kindest thing you can do for your SEO.
Update: Overhaul existing content that contains valuable but outdated or poorly-written elements to make it more current and relevant. This could include updating statistics, adding new information, or improving the readability and structure of the content.
Redirect: Redirect each page that is no longer relevant or useful, but contains valuable backlinks, to a more relevant or useful page on your website. This will help to preserve the link equity and ensure that users and search engines can find the most relevant information on your website.

Step 4. Identify Content Gaps

To improve your content strategy, conduct a content gap analysis to find relevant topics and industry trends that you haven’t yet covered. This will help guide your future content creation decisions when writing your next landing pages and blog posts.

But here’s where most content gap analyses go wrong: they focus on topics instead of user intent. Your audience doesn’t have topic gaps — they have problem gaps.

To identify gaps effectively, use the following techniques:

Keyword Research: Carry out keyword research, using helpful tools like Google Analytics and Ahrefs to assist you. Find the words and phrases that best align with your brand and target audience, and look for those that have the perfect mixture of high monthly search volume, low keyword difficulty, and high search intent.
Competitor Analysis: As well as assessing your own content, it’s wise to carry out smaller, focused audits of your competitors’ content strategies, too. Look at the types of posts and pages they’ve published, see which ones perform the best, and try to find any potential points of overlap or topics you haven’t yet explored but could benefit from. Pay special attention to the content that’s ranking but not converting — that’s your opportunity.
Understand Your Audience: It’s always important to have a clear picture of your target audience throughout the content audit process. Gather as much data about them as you can, from demographic details like age and location to behavioral data, buyer intent, and common or recurring pain points that you can help to resolve through helpful content assets. But don’t stop there — understand what they need to know before they’re ready to buy, and what questions they ask right before they purchase.

Step 5. Optimize High-Performing Content

In Step 3, you should have identified your best-performing pages—the ones you don’t wish to delete or redirect, but derive even more value from. The final stage of the content audit is to focus on these pages, starting with just a few. Even though they perform well, there may still be multiple areas for improvement, such as:

Structure: Introduce headers to break up blocks of text, along with bullet points and numbered lists, where appropriate. Make it scannable — your readers are busy, and if they can’t find what they need in 30 seconds, they’re gone.
Links: Additional internal links may help to strengthen the authority of other pages on your site, while also aiding user navigation and boosting session durations. Think of internal links as your content’s way of saying “if you found this helpful, you’ll love this too.”
Visuals: Consider adding visuals, like screenshots, infographics, and other images, to help break up sections of text and make pages and posts more engaging. Bonus points if they actually illustrate your point instead of being generic stock photos.
Readability: Adopt the active voice, make paragraphs and sentences concise, and use simple, accessible language to make your content more readable. If you need a PhD to understand your SaaS content, you’re doing it wrong.
Updating: Some of the content, even on your best pages, may be outdated, like statistics or industry trends. Ensure your pages remain relevant and accurate with up-to-date information. Nothing screams “we don’t maintain our website” like 2019 statistics in your 2025 content.

The Best Tools for Your Content Audit

For effective SaaS content audits, using SEO tools and analytics tools is essential to evaluate, catalog, and optimize your website content. These tools help automate tasks such as performance measurement and gap analysis, ensuring your content aligns with business goals and maximizes SEO impact.

Here are some of the best tools for a content audit SaaS businesses can use (the ones we actually use, not just recommend):

Google Search Console: Search performance, crawl issues, click data
Google Analytics 4: Behavioral insights, conversions, drop-off points
Ahrefs / Semrush: Backlink and keyword data, content gap tools
Screaming Frog / Sitebulb: Technical SEO, URL audits, on-page issues
Hotjar / Clarity: Session recordings and heatmaps
ClickUp / Airtable: Task and audit organization

Mistakes to Avoid in a SaaS Content Audit

Here’s what we see companies get wrong, based on hundreds of audits:

Auditing in isolation from business goals (the biggest mistake we see)
Only looking at blog content (ignoring product pages is like auditing half your sales funnel)
Skipping metadata and internal links
Letting outdated content stay live without value (it’s digital hoarding, and it’s hurting your rankings)
Forgetting to gather user feedback or behavioral data
Failing to involve sales and marketing teams to fully understand your audience
Focusing on traffic metrics instead of revenue metrics

SaaS Content Audit Checklist

Now that we’ve given you a quick overview of the technical aspect of your content audit, here’s a checklist with the step-by-step process for conducting SaaS content audits:

Define your ICPs:

Gather demographic data about your audience, such as age, gender, and location.
Collect psychographic data, such as interests, values, and beliefs.
Collect behavioral data, such as product preferences and purchase history.
Explore pain points and challenges your ideal customer faces and how your products or services can help them solve these issues.
Discover communication channels they prefer, such as email, social media, or phone, and tailor your content strategy accordingly.
Build ideal customer profiles (ICPs) for your audience.

Map out your customer journey:

Create a map of the different stages of your buyer’s journey, from awareness to conversion and retention.
Use existing customer data from sources like your CRM to identify common touchpoints across customers.

Analyze your content:

Inventory all your web pages, including blog posts, articles, videos, whitepapers, and other resources.

Crawl your website and audit each URL:

Use a tool like Google Search Console or Screaming Frog to gather a list of all your website’s URLs.
Audit each one, assessing its overall quality and performance.

Determine action for each URL:

Based on your evaluation, select a course of action for each page: delete, update, or redirect.

Evaluate your content:

Use your ICPs (ideal customer profiles) and customer journey as a framework for evaluating the effectiveness of your content. Answer the following:
- Is your content still relevant and up to date?
- Is your content accurate and informative?
- Is it useful to your audience?
- Does it align with your brand’s values?
- Is it likely to drive engagement or fulfill some other purpose?
- Does it move prospects closer to a purchase decision?

Identify gaps:

Based on your evaluation, identify any gaps in your content that need to be filled.
Talk to sales and marketing team members to collect data on key pain points and search potential that Ahrefs might have missed.

Develop a content strategy:

Use the insights from your content audit to develop a content strategy that addresses the gaps you’ve identified, focusing on:
- Creating a content calendar.
- Setting goals for your content.
- Establishing performance metrics to track.

Repurpose content:

For content that has potential but isn’t performing well, consider repurposing it for a different keyword or topic.

Implement changes:

Take action on each URL based on your evaluation to improve your website’s content’s overall quality and relevance. Look at:
- Structure
- Readability
- Links
- CTAs
- Formatting
- Responsiveness

Monitor and measure results:

Record initial metrics for your web pages at the time of the audit.
Use Analytics and other tools to track and measure the impact of your audit over time.
Make adjustments to content as needed, based on data gathered.

Post Audit: Writing Content for Your SaaS Business

Product-led content is best for your site, especially if you’re unsure where to begin with content marketing. Bottom-of-the-funnel content, such as use cases, case studies, and success stories, should be written to showcase how your product can help customers solve their problems.

Here’s why this approach works (and why “educational” content often doesn’t):

Benefits of product-led content:

Your site visitors can use it to pre-qualify themselves (they don’t want a cold call!)
It helps with SEO as you can target long-tail and semantic keywords related to your industry.
You can use it to showcase customer success stories, which builds trust in potential customers.
Your sales reps can use it as a sales enablement tool.

Creating product-led content entails focusing on its benefits rather than just its features. This means highlighting how your product solves your customer’s pain points, saves them time and money, and improves their overall experience.

A few ideas that actually convert:

Product demos: Highlight how certain elements of your product can solve specific business use cases, and include videos, animations, and screenshots to back it up.
FAQs: Answer frequently asked questions from customers and prospects to help them understand the value of your product better. Focus on the questions that come up right before someone makes a purchase decision.
Product guides: Create detailed guides that explain how to use certain features of your product, step-by-step instructions on a given task, or tutorials for beginners.
Case studies: In-depth research and case studies can help prospects understand how your product can help them reach their goals. Our case studies consistently outperform generic blog posts for lead generation.
Comparison pages: By highlighting the benefits of your product compared to others, you can ensure each new customer makes an educated decision about whether yours is the best for their needs.

Measuring Content Audit Success

To truly understand the impact of content audit, SaaS businesses need to measure its success using clear, data-driven metrics. Start by recording key metrics for your pages, including:

Time on page
Bounce rate
Social shares
Conversion rates (the one that matters most)
Lead generation
Search engine rankings

Then, continue to track those metrics over time using tools like Google Analytics. Monitor changes, both positive and negative, in the weeks and months following your audit, and use those to generate reports of how successful your website content audit has been.

You can also use those same statistics to discover more areas of improvement for your pages. Pages with declining session durations or higher bounce rates, for example, may have technical issues or lack relevance in the eyes of your consumers and may require rewriting or metadata optimization.

Here’s what success looks like based on our client results:

Creating a Post-Audit Content Calendar

To ensure your post-audit content creation remains on track to drive success for your SaaS business, create a schedule and stick to it.

Try to balance evergreen content with timely, relevant pieces, ensuring your content remains fresh and engaging.

Consider repurposing or updating existing content assets to maximize efficiency and reduce content waste.

Your content calendar should also include key metrics and performance indicators, so you can track the success of your content and make data-driven adjustments as needed.

Frequently Asked Questions

What is a SaaS content audit?

A SaaS content audit is a structured review of all your website content (e.g., blog posts, landing pages, help docs, etc.) to assess its performance, identify gaps, and ensure it aligns with your SEO and business goals.

How often should SaaS companies audit their content?

Most SaaS companies benefit from running a content audit every 6 to 12 months, or when they launch a new product, update their messaging, or notice a drop in traffic or engagement.

Which metrics matter most in a content audit?

Focus on metrics like organic traffic, keyword rankings, engagement (bounce rate, time on page), conversions, and qualitative user feedback. These help you understand both performance and user intent.

Should I delete old blog posts that aren’t ranking?

Not always. Some underperforming posts can be refreshed or combined with similar content. Only delete or redirect content that is no longer relevant, can’t be improved, or competes with stronger pages.

What’s the difference between a content audit and a content strategy?

A content audit evaluates what you already have. A content strategy maps out what you should create next, based on audit insights, keyword research, and your business goals.

Develop Your Content Marketing Strategy With Linkflow

Whether you’re starting from zero with content marketing or you just need a few changes to your existing website, working with us can help you make sense of your content audit data.

We’ve helped SaaS companies achieve results like:

From landing pages to blog posts, working with our consulting team will help you generate leads and book meetings with high-quality content.

Talk to an expert here or check out our SaaS SEO guide to ensure you get the most out of your content marketing funnel.

Brittney Fred, SEO Analyst

Brittney has been working in SEO and digital marketing for ten years and specializes in content strategy for the B2B SaaS industry. She is based in Denver, CO and absolutely fits the Denverite stereotype. You’re just as likely to find her hiking, snowboarding, or doing yoga as reading sci-fi or playing video games.