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Why content audits are useful – a practical example

why is a content audit useful

We’ve recently published an article with an example of what great content looks and works like.

Among other things we mentioned that great content is strategic and helps discover new topics.

That is why if you invest in great content, having regular audits is absolutely essential.

Here’s how it works.

This is the original article that checks all boxes of amazing content –

You can read why we think it’s a good post here.

The author has mentioned getting rid of clutter as part of mental health aspects of interior design.

The post was so detailed and naturally written that it started picking up absolutely unexpected keywords, e.g. 

“clutter can be beautiful”:

According to, this is a 0-difficulty keyword with 150 monthly searches in the US.

We know that most of the time the true search volume of keywords is way higher than these estimates, and a well-written article can pick up 10x that.

The above logic makes this keyword worth studying, especially considering the fact that the blog post is already picking it up without zero exact match mentions. I.e. the author does not use the phrase “clutter is beautiful” even once, but that’s good enough for Google to send some impressions to the article. Imagine how much the rankings will improve if the post is edited to contain “clutter is beautiful” at least 2-3 times.

Turns out “Clutter is beautiful” was in the name of several articles published in WSJ and NYT at one point, but other than that Google’s results for this query contain tons of legitimate magazines on interior design and housekeeping. Houzz joined, as did BBC with articles on “cluttercore”.

We can see that “cluttered” design is also a trend that has been getting attention, e.g.:

The whole situation is clearly indicative of the fact that there is demand for content and ideas around cluttered home design.

As a business blogger, you have to be where your audience is and you have to offer them what they are interested in. Every post can be tied to your service – don’t worry about the funnel for now, just cover fun topics your audience is interested in and plug your services.

So let’s see what other searches pages that rank for “clutter is beautiful” are getting:

There’s a whole new trend we can hijack too –

As you can see, there’s definitely an opportunity to produce two posts –

The topics are fresh and unexplored on that site previously:

Same with cluttercore – it’s not covered on the domain previously.

So we’ve got two new blog post ideas that are

a) relevant to the target market 

b) tested & covered on other websites 

c) have great SEO potential (many related keywords, variations, and longtails, all with decent difficulty to search volume ratio).

We can now give these articles any spin we want (depends on the preferences of the business owner – do they approve of cluttercore? Can they work within the trend, do they want to?)

Depending on the business model and mission we can produce articles like

  • X Signs you will love maximalist aesthetic
  • X cluttercore pros/cons/alternatives
  • X Ways cluttercore can transform your home
  • X Cluttercore mistakes designers make
  • X Reasons to avoid maximalist aesthetic at home – etc.

The keywords in the title and the blog post will be helping you get the traffic, and the actual writing will help you convey your message and convert readers into customers.

We’ve just minimized content planning guesswork by auditing an article published earlier – and we can add two more topics to our content plan.

If you need help with any of these things, be it content audits or content planning, get in touch with us ASAP!

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