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How to perform a website content inventory

A comprehensive content inventory is the cornerstone of an effective content strategy. It’s a detailed catalog of all digital assets on your website—from blog posts and landing pages to multimedia files and metadata. For marketing leaders aiming to boost SEO and streamline content management, creating an inventory is the crucial first step towards uncovering opportunities, eliminating redundancies, and optimizing overall performance.

What is a content inventory?

A content inventory is a meticulous list of all content on your website. Unlike a content audit—which evaluates quality and performance—a content inventory answers the fundamental question, “What content do we have?” It catalogs essential metadata (such as titles, URLs, content formats, and update dates), SEO elements (including meta titles, keywords, and alt texts), and performance metrics (traffic, bounce rates, social engagement). This foundational snapshot sets the stage for strategic decisions such as site migrations, content gap analyses, and comprehensive SEO optimization.

Think of your content inventory as a digital library card catalog. Just as a librarian needs to know every book on the shelves, you need to know every piece of content on your site. This knowledge empowers you to make informed decisions about your content strategy, much like a librarian decides which books to feature, update, or remove.

Key components of your inventory

When creating a content inventory, thoroughness and consistency are paramount. Your spreadsheet—or chosen tool—should capture:

  • Core Metadata:

    • Content title and URL
    • Format (HTML, PDF, video, etc.)
    • Creation and last modified dates
    • Content owner or author
    • Status (active, archived, needs review)

  • SEO Elements:

    • Meta titles and descriptions
    • Target keywords and intent
    • Internal/external links
    • Image alt text and file names

  • Performance Indicators:

    • Organic traffic and conversion rates
    • Bounce rate and time on page
    • Social engagement metrics and backlinks

These details not only provide a panoramic view of your content landscape but also serve as a roadmap for future updates and strategy adjustments. It’s like having a GPS for your content strategy, showing you where you are and where you need to go.

Methods and workflows

Performing a content inventory can be broken down into several actionable steps:

1. Crawl your website

Begin by using a crawling tool like Screaming Frog SEO Spider to extract all URLs and metadata. This automated approach provides a comprehensive snapshot of your website, much like a satellite image of your digital landscape.

2. Organize the data

Export the data into a spreadsheet or platform like Google Sheets, Excel, or Airtable. A well-organized spreadsheet should include columns for:

  • URL and title
  • Content format and status
  • SEO details (meta descriptions, keywords, etc.)
  • Performance metrics (where available)

This basic template gives you a clear roadmap. If you’re looking for automated solutions, there are software options available that can integrate with your CMS, making real-time updates easier. It’s like having a living, breathing document that evolves with your website.

3. Analyze and classify

Once you have your data, work through a systematic review:

  • Identify duplicates: Duplicate content can hurt SEO. Reference our guide on managing duplicate content in SEO to know best practices.
  • Assess SEO factors: Check if pages have missing meta tags or alt text. Flag content with low performance metrics.
  • Assign status: Update, archive, or plan removal decisions for each piece. This classification will drive your content strategy moving forward.

Think of this step as spring cleaning for your website. You’re sorting through your digital closet, deciding what to keep, what to update, and what to discard.

4. Integrate with your workflow

For efficiency, integrate your content inventory into your CMS workflows. Use automation where possible and schedule regular updates (monthly or quarterly) to keep the information current. This helps avoid outdated data, ensuring that each content decision is both timely and informed.

Consider this step as setting up a maintenance schedule for your digital assets, much like you would for a vehicle or a home. Regular check-ups keep everything running smoothly and prevent major issues down the line.

Templates and tools

Getting started can be greatly simplified with the right templates and tools. For a straightforward approach, many marketing teams rely on spreadsheets. However, specialized software also exists:

  • Spreadsheets: Leverage Google Sheets or Excel for a flexible, customizable approach.
  • Automated tools: Explore platforms like Siteimprove and Semrush’s content audit tool for more robust, real-time inventories.
  • Custom Reporting: Consider toggling to ContentGecko, an AI-powered SEO content assistant that can streamline your content strategy and help track your progress over time. With its custom reporting and dynamic approach, ContentGecko transforms your workflow and can even boost your organic traffic up to 10x.

If you’re looking for other free online resources, try our free keyword grouping tool or explore our free AI SEO writer to further enhance your content strategy.

Best practices and recommendations

  • Schedule regular updates: Your content inventory isn’t a set-it-and-forget-it document. Regular reviews ensure it adapts to new content as images or files are added or content statuses change. Think of it as a living document that grows and evolves with your website.

  • Develop a clear taxonomy: Use tags, categories, or status indicators to group related content. This helps identify gaps or redundant pieces, driving more informed decisions. It’s like creating a filing system for your digital assets, making retrieval and analysis much more efficient.

  • Integrate performance metrics: Where possible, link your inventory to your analytics tools. Understanding which content pieces engage users or drive traffic is key to prioritizing revisions. This integration turns your inventory from a static list into a dynamic performance tracker.

  • Collaborate across departments: Involve content creators, marketing leads, and SEO specialists. Broad collaborative input ensures the inventory is both comprehensive and actionable. This cross-functional approach can uncover insights that might be missed in siloed operations.

Final thoughts

A well-organized content inventory is a critical part of modern digital marketing. When paired with routine audits and continuous updates, it becomes an invaluable asset that guides your content strategy, from SEO and user experience to site migrations and content gap analyses.

TL;DR: A content inventory lists all digital assets on your website, capturing metadata, SEO elements, and performance metrics. It’s the backbone of a successful content strategy—helping identify duplicates, performance issues, and opportunities for new content. Leverage spreadsheets or specialized tools (like ContentGecko) to maintain a comprehensive, actionable catalog that evolves with your business. Regular updates and cross-departmental collaboration ensure your inventory remains a powerful tool for driving your digital marketing success.

For more detailed guides on managing your content effectively, you might also consider our resources on SEO for B2B, and for a complete look at the content audit process, check our website content audit page. Remember, in the ever-evolving digital landscape, staying organized is half the battle won.