Content Analysis

Ranking well in Google – and, these days, in AI search too – depends on your website’s content being genuinely relevant: it needs to reflect both what users are actually searching for and what your business has to offer. A content analysis from Topdog gives you concrete guidance on how to prioritise, improve and expand your content so it drives more business, not just more clicks.

Topdog is a specialist SEO agency in Stockholm with a strong commercial focus. We see content as a business tool, and a content analysis is often the first step in a content project that actually gets delivered.

What is a content analysis?

A content analysis, or content audit, is a systematic review and assessment of all the content on a website. The aim is to give you a clear basis for deciding what should be kept, improved, merged or removed, so the site better serves its target audience, ranks higher and converts more visitors.

The result forms the foundation for your content marketing and content marketing strategy, allowing your organisation to focus its resources on the content your audience genuinely wants.

What we look at: duplication and improvement

Two factors almost always determine whether a site’s content drives growth or holds it back: how much of it is duplicated or thin, and how much potential there is to improve what already exists.

Duplication and thin content

On larger sites – e-commerce sites and content-heavy platforms in particular – pages often end up too similar to one another, or lack any real value of their own. When this happens, your own pages start competing against each other for the same keywords (known as cannibalisation), making it hard for Google to work out which page deserves to rank. We map out where the duplication lies, which pages should be merged or rewritten, and where unique content needs to be created.

Improving existing content

Most content has more potential once updated than once replaced. Improving and expanding pages that already carry some authority tends to deliver faster, cheaper results than starting from scratch. With the right insights, older content can be reshaped to stay relevant for today’s users – and tomorrow’s.

Beyond this, the analysis identifies keywords that are sending the wrong signals, missed keyword and business opportunities, how well the content supports the full buyer journey, and any technical or structural issues holding the whole site back.

Content analysis for AI search

More and more searches are now answered directly by AI, through Google AI Overviews, ChatGPT, Perplexity and similar answer engines. A content analysis today therefore also needs to assess how well your content works as a source for AI-generated answers, not just how it ranks in the classic search results.

The fundamentals are the same as for classic SEO: technology, content, structure and clarity. In AI search, however, duplicated and thin content becomes a particularly obvious problem, since these systems try to interpret and summarise content, and quickly lose confidence in pages that are unclear or repeat one another.

In the content analysis, we flag which content needs to be made unique, clear and easy to interpret – for both Google and AI – and how it should be structured around questions and answers to work for AEO and GEO. Read more about our work in AI SEO.

Topdog’s content audit process

1. Keyword research. We carry out keyword research if this hasn’t already been done. It shows which keywords and search intents are relevant to your business and forms the basis for the entire audit.
2. Site structure. We review how the content should be structured based on the keyword research: how pages should be linked together, where duplication exists, and why certain sections aren’t working.
3. User experience. We identify what’s missing for visitors to have an optimal experience, and how to put that right.
4. Customer journey. We analyse how the buyer journey works alongside the content and structure, and where content is missing.
5. Improvement and creation plan. We put together a concrete action plan covering what needs to be improved, merged, rewritten or created from scratch.
6. Alignment with wider marketing. We suggest how the content can be woven into your broader marketing to support your long-term business goals.
7. Follow-up. Google’s and AI systems’ behaviour isn’t entirely predictable, so we monitor and adjust on an ongoing basis to achieve the best possible results.

What does a content analysis give you?

When you hire Topdog for a content analysis, you get:

• insight into your customers’ actual behaviour and search intent
• a clear picture of existing problems: duplication, thin content and cannibalisation
• a concrete, prioritised action plan for what to do next
• a solid foundation for running a content project that dramatically improves your content in both Google and AI search

We’re an agency built for delivery – our focus is on execution, not on a polished pitch deck. With clear processes and years of experience, we give you data-driven insights and an action plan that delivers long-term results, based on your unique business goals.

Why choose Topdog for a content analysis?

At Topdog, we offer:

• Reliable, transparent content analysis processes
• Clear reporting of results
• Tailored to your situation, business and processes
• Genuine interest in you as a client and in your business
• Insights that lead to results, not just reports
• Documentation focused on the execution phase

Get in touch with Topdog for a content analysis

Want to know what a content analysis would mean for your business? Get in touch and we’ll go through your situation together and give you a concrete recommendation. Our office is in Stockholm, but we work with companies across Sweden and internationally. We’d love to hear from you!