AI Content Audit

Most websites weren't built with AI visibility in mind. An AI content audit identifies gaps between what you have and what you need to be understood and recommended by AI systems.

In this guide

How to evaluate content for AI readiness
Key pages to audit first
Common issues and how to fix them
Building an AI-optimized content roadmap

12 min read

The AI Content Audit Framework

An effective AI content audit evaluates your content across four dimensions:

1. Entity Clarity

Can AI clearly understand what your brand is, what category you're in, and what makes you different?

2. Answer Readiness

Does your content directly answer the questions users ask AI about your category?

3. Structural Quality

Is your content structured in a way AI can easily parse and extract information from?

4. Authority Signals

Does your content establish credibility through data, sources, expertise, and social proof?

Priority Pages to Audit

Start your audit with the pages that matter most for AI visibility:

Homepage

Your homepage sets the foundation for AI understanding. It should clearly communicate:

• What you are (category)
• What you do (primary function)
• Who you serve (target audience)
• Why you're different (key differentiators)

Audit question: If AI only read your homepage, would it know exactly what category to recommend you for?

About Page

AI uses about pages to understand your brand as an entity. Include:

• Company founding date and location
• Clear company description
• Team size and key people
• Company values and mission
• Key milestones and achievements

Audit question: Could AI answer "Tell me about [your company]" accurately using only this page?

Product/Service Pages

Each product or service should be clearly defined:

• Clear product name and description
• Feature list with explanations
• Use cases and who it's for
• How it compares to alternatives

Audit question: Could AI recommend this product for the right use cases based on this page alone?

Pricing Page

Pricing is frequently asked about. Make it clear:

• Starting price clearly stated
• Plan names and what's included
• Feature comparison between plans
• Any free tier or trial information

Audit question: Could AI accurately answer "How much does [your product] cost?" using this page?

FAQ Page

FAQ pages are excellent for AI because they're already in Q&A format:

• Cover common questions about your product
• Include comparison questions
• Address pricing and plan questions
• Answer technical/integration questions

Audit question: Does your FAQ cover the questions users actually ask AI about your category?

Common Issues Found in Audits

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Vague positioning

"We help businesses grow" doesn't tell AI what category you're in. Be specific: "Acme is a CRM platform for B2B sales teams."

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Hidden information

Key details buried in PDFs, behind login walls, or in expandable sections that AI might not see. Put important info in the main page content.

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No direct answers

Content that talks around topics without making clear statements. AI needs extractable facts, not marketing fluff.

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Outdated information

Old pricing, discontinued features, or past team members. AI might surface this outdated info as current.

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Poor heading structure

Creative headings like "Let's Get Started!" instead of clear ones like "How to Sign Up." AI uses headings to understand content organization.

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Missing comparison content

No pages addressing "[You] vs [Competitor]" queries, leaving AI to rely on third-party comparisons you don't control.

The Audit Checklist

For each priority page, check:

□ Clear, specific category/product definition in the first paragraph □ Key facts (pricing, features, founding date) stated explicitly □ Logical heading hierarchy (H1 → H2 → H3) □ Questions answered directly, not implied □ No outdated information □ Important content not hidden (tabs, accordions, PDFs) □ Consistent information across pages □ Structured data implemented where relevant

Building Your Improvement Roadmap

After auditing, prioritize improvements based on impact and effort:

Priority	Action	Impact
High	Fix homepage positioning and category clarity	Foundation for all AI understanding
High	Update/create comprehensive FAQ	Direct answers for AI to cite
Medium	Create comparison pages	Control competitive narrative
Medium	Restructure content with clear headings	Improve AI parsing
Lower	Add structured data markup	Technical enhancement

Technical Implementation

Once your content is solid, structured data can enhance how AI understands it. Our developer guide covers implementation details.

Structured Data Guide

Key Takeaway

Audit with AI's perspective.

For each page, ask: "If an AI only had this page to learn about us, would it understand who we are, what we do, and when to recommend us?" If not, that's your improvement opportunity.

What's Next

With your audit complete and roadmap in hand, dive deeper into the specific AI models to understand their unique characteristics and optimisation considerations.