The AMA Website and SEO Content Audit Template is a spreadsheet-based tool designed to help teams assess the quality, performance, and optimization status of your web content. It provides two complementary audit views—one focused on general content accuracy and brand alignment, and another targeting SEO metrics like keyword data, click-through rate (CTR), and organic visibility.
This toolkit enables content and SEO teams to evaluate what’s working, identify content gaps, flag areas for improvement, and prioritize updates—all in one centralized tracking template.
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Why Use The AMA Website and Content Audit Toolkit?
- Combines SEO and Web Content Auditing in One Workflow
This template merges traditional website content audits with search performance tracking, allowing teams to evaluate page quality, accuracy, and SEO effectiveness side by side. It’s especially useful when conducting a full SEO audit, by helping you centralize keyword data, rankings, metadata, and content improvement areas in one actionable file. - Makes Gaps and Opportunities Easy to Spot
Columns for broken links, working CTAs, outdated information, CTR, and keyword performance help pinpoint where to update, enhance, or retire pages—surfacing both on-page issues and signals that may impact visibility through off-page SEO fundamentals like link equity or referral traffic. - Simplifies Audit Collaboration
The structured layout makes it easy for teams to collaborate—whether reviewing content quality, assessing SEO performance, or prioritizing updates across pages. It supports content planning tied to funnel-stage relevance, brand positioning, and audience needs, grounded in principles of content marketing that emphasize consistency, value, and strategic distribution. The format also enables faster decision-making and stakeholder reporting, without the need to build a system from scratch.
How To Use The AMA Website and Content Audit Toolkit
- Make a Copy Google Sheets when prompted, or download the Excel file to save and edit locally.
- Audit Website Content: In the “Website Content Audit” tab, review each page for freshness, link health, CTA functionality, brand alignment, and competitor benchmarks.
- Audit SEO Performance: In the “SEO Content Audit” tab, track page-level metrics such as keyword targeting, CTR, search volume, and ranking difficulty.
- Flag Issues and Next Steps: Use the “Suggested Improvements,” “Action Needed,” and “Notes” columns to document what should be fixed, optimized, or removed.
- Update Regularly: Revisit this audit quarterly or during major content reviews to track progress and adapt strategy.
AMA Website and Content Audit Features
| Feature | Description |
|---|---|
| Website Content Audit Tab | Tracks page title, URL, meta info, broken links, CTA functionality, and branding |
| SEO Content Audit Tab | Tracks keywords, search volume, CTR, organic views, difficulty, and rankings |
| Content Quality Review Fields | Includes columns for accuracy, visual consistency, and suggested improvements |
| Optimization & Action Tracking | Documents changes needed and competitor comparisons |
| Search Performance Visibility | Captures metrics such as average position, CTR, and keyword alignment |
Common Challenges Performing Content & SEO Audits
| Challenge | Toolkit Solution |
|---|---|
| Outdated or inconsistent content | “Last Updated,” “Content Accurate?” and “Images On-Brand?” columns prompt QA |
| Broken links or missing CTAs | Dedicated fields for link health and CTA status surface technical issues |
| SEO underperformance not being tracked | SEO tab highlights page-level visibility and keyword gaps |
| Lack of centralized content performance view | Combines qualitative and quantitative audits into a single document |
Tip: Use This Template Before Any Sitewide Update
Running a full SEO audit using this toolkit is an ideal starting point before a website redesign, CMS migration, or content rewrite initiative. It ensures no high-performing or strategically important content gets overlooked in the process.