If your website isn’t ranking as well as it should, it might not be because of bad luck, it could be because of hidden SEO problems in your content. Issues like SEO gaps, keyword cannibalisation and lost links can quietly harm your search rankings without you even realising it.
The good news is that with the right content audit, you can spot and fix these issues, improve your website’s performance and boost your Search Engine Optimisation Services, SEO Services and overall Digital Marketing Services.
In this guide, we’ll break down each issue, explain how to find it and give you step-by-step advice on how to fix it.
What Is a Content Audit?
A content audit is a process of reviewing all the content on your website to check:
- What’s performing well
- What needs improvement
- What’s causing SEO problems
The goal is to make sure all your content is helping you rank better, attract visitors and convert them into customers.
1. Identifying SEO Gaps
What Are SEO Gaps?
An SEO gap is when your website is missing valuable content that your audience is searching for or when your existing content doesn’t fully cover a topic.
For example:
- You rank for “SEO tips” but don’t have content on “technical SEO best practices” even though your audience is searching for it.
- Competitors have blog posts that answer questions you haven’t covered.
How to Find SEO Gaps
- Competitor Analysis – Use tools like Ahrefs or SEMrush to see which keywords your competitors rank for but you don’t.
- Keyword Research – Look for related keywords with good search volume that you’re not targeting.
- Google Search Console – Check for search terms where you get impressions but low clicks.
How to Fix SEO Gaps
- Create new content targeting missing keywords.
- Update existing pages to include more related subtopics.
- Add FAQs to cover extra search queries.
By filling these gaps, you’ll strengthen your site’s topical authority helping your SEO services deliver better results.
2. Fixing Keyword Cannibalisation
What Is Keyword Cannibalisation?
Keyword cannibalisation happens when two or more of your pages target the same keyword. This confuses search engines and stops any single page from ranking as high as it could.
Example:
- Page 1: “Beginner’s Guide to Digital Marketing Services”
- Page 2: “Best Digital Marketing Services for Small Businesses”
If both target the same keyword too closely, they compete against each other.
How to Find Keyword Cannibalisation
- SEO Tools – Use Ahrefs, SEMrush, or Screaming Frog to find multiple pages ranking for the same keyword.
- Google Search Operators – Type site:yourwebsite.com “keyword” into Google to see all pages targeting that keyword.
How to Fix Keyword Cannibalisation
- Merge Pages – Combine overlapping content into one stronger, more complete page.
- Change Keyword Targeting – Adjust keywords so each page targets a unique search term.
- Use Internal Linking – Link related pages together with descriptive anchor text to show search engines which is the main page.
Fixing cannibalisation makes your site’s structure clearer, boosting your Search Engine Optimisation Services and rankings.
3. Recovering Lost Links
What Are Lost Links?
Lost links are backlinks you once had from other websites that are now broken or removed. Since backlinks are a key Google ranking factor, losing them can cause a drop in rankings.
How to Find Lost Links
- Ahrefs or SEMrush – Use the “Lost Backlinks” report.
- Google Search Console – Check for crawl errors or 404 pages that used to have backlinks.
How to Recover Lost Links
- Redirect Old URLs – If a linked page no longer exists, set up a 301 redirect to a relevant live page.
- Outreach – Contact the site owner and request they update the link to a correct page.
- Recreate Valuable Pages – If a deleted page had valuable backlinks, recreate it with fresh, updated content.
Recovering lost links can restore authority to your site helping your SEO services work more effectively.
Step-by-Step Content Audit Process
- List All Your Pages – Export a full URL list from Screaming Frog or Google Search Console.
- Analyse Performance – Look at traffic, rankings and conversion data for each page.
- Spot Issues – Identify SEO gaps, keyword cannibalisation and lost links.
- Plan Fixes – Decide which pages to update, merge, delete, or create.
- Track Results – Monitor changes in rankings and traffic after implementing fixes.
Best Practices for a Healthy Content Strategy
- Audit your content every 6–12 months.
- Keep a clear content map showing keyword targeting for each page.
- Use a mix of new content creation and old content updates.
- Maintain strong internal linking to support important pages.
- Regularly check for broken links and outdated information.
Why This Matters for Your SEO and Digital Marketing
A well-audited website:
- Ranks higher for more keywords
- Attracts better-quality traffic
- Delivers a smoother user experience
- Maximises the value of your backlink profile
This means better ROI from your Search Engine Optimisation Services and more success in your Digital Marketing Services campaigns.
FAQs
1. How often should I audit my content?
Every 6–12 months is ideal, but more frequent audits may be needed for large or rapidly changing sites.
2. Can I do a content audit without paid SEO tools?
Yes, you can use Google Search Console and Google Analytics, but paid tools make the process faster and more detailed.
3. What’s more important fixing cannibalisation or finding SEO gaps?
Both are important. Fixing cannibalisation gives quicker wins, while filling SEO gaps helps long-term growth.
4. How do I know if lost links are hurting my rankings?
If you see ranking drops that match the timing of lost backlinks, it’s likely related.
5. Do I need technical SEO knowledge to run a content audit?
Basic SEO knowledge is enough for smaller sites, but for complex sites, professional help is recommended.
Conclusion
Content audits are one of the most powerful tools for improving SEO. By finding and fixing SEO gaps, preventing keyword cannibalisation and recovering lost links, you can recover rankings and strengthen your website’s authority.
At Leadtap, we help businesses turn underperforming websites into high-ranking assets. Our expert SEO services and digital marketing services ensure your content works harder, ranks better and drives real business results.
