Media Archives

Content Gaps, Missed Clicks, and SEO Wins: What a Content Audit Reveals

Customers expect relevant, helpful content—anytime, anywhere. For brands, this means that knowing exactly what content they have (and don’t have) is more than just good housekeeping—it’s a strategic advantage. That’s where a content audit comes in.

By Brunner Marketing Team

July 25, 2025

5 Min Read

Working together creates content optimized for better performance – no silos here – two teams working in harmony for a better product.

What is a content audit?

A content audit is a comprehensive assessment of your existing content, typically across your website. It’s an opportunity to take a step back, evaluate what’s working, identify what’s not, and uncover opportunities to improve. Think of it as a content inventory paired with expert analysis and actionable recommendations.

At its core, a content audit answers key questions:

What content do we have?
Who is it for?
Is it performing?
Does it align with our brand voice and business goals?
What content don’t we have?
What content do we need?

Why SEO and content audits go hand-in-hand

Performing a content audit is a collaborative effort between the SEO and Content teams, each bringing their unique expertise to the table. The SEO team will lead keyword research, while the Content team will analyze competitors’ websites and identify content opportunities that align with the brand’s current audience personas.

Collaborating with an SEO team for a content audit can provide a powerful lens through which to evaluate content for your brand. It helps uncover:

Underperforming Content: By analyzing keyword rankings, traffic, and bounce rates, SEO tools highlight pages that need updating, rewriting, or removal.
Content Gaps: Keyword research and competitive analysis reveal what your audience is searching for—and what your site might be missing. With tools like Ahrefs, we can benchmark your content against your competitors’ and identify opportunities to better serve your target audience.

The SEO and Content teams collaborate to create smarter content that works for your brand.

What a content audit delivers

A well-executed audit provides:

A clear inventory of your top-performing pages (e.g., top 250)
Recommendations to revise, retain, or retire content
Persona alignment analysis
Insights into tone, imagery, and brand voice consistency
A roadmap for future content creation

It also helps answer strategic questions like:

Are we meeting the needs of our total addressable market (TAM)?
Do we have the right resources, processes, and tech to scale?
Is our site mobile-first and easy to maintain?

A real-world example: Dairyland

When we conducted a content audit for a car insurance client, we discovered that over 60% of their content was geared toward just one of their four key personas. While that content was strong, it left major gaps in terms of the other three audiences—gaps that were limiting engagement and growth.

60%: of their content was geared toward 1/4 key personas

Our audit helped the brand:

Rebalance their content strategy to better serve all personas
Identify which pages to revise, keep, or remove
Understand how their content aligned with business goals and user needs

We also categorized their content—educational, marketing, lifestyle—to ensure a well-rounded mix that supports both brand awareness and conversion.

The end goal is smarter, stronger content

Ultimately, a content audit is about building a smarter, more strategic content ecosystem—one that’s optimized for SEO, aligned with your brand, and designed to meet the evolving needs of your audience.

Whether you’re planning a website redesign, launching a new campaign, or you want to improve performance, a content audit is the first step toward creating content that truly works.

Ready to identify gaps and opportunities with a content audit?

We’d love to learn more about your goals and the challenges you’re navigating. Let’s connect and explore how smarter content can help you get there. Reach out anytime—we’re here to help!

Brunner Marketing Team

Brunner team members from across the agency contribute to blog content through their storytelling expertise, from writing and editing to visual design, illustration, and video.

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Only the top 3% of Google partners make the Premier Partners list, the most rigorous status to earn.

Media
SEM

By Brunner Marketing Team

March 11, 2025

5 Min Read

When Brunner welcomes you as a new client for search engine marketing, our first step is analyzing what you already have under the SEM hood.

That means our SEM team members use their expertise to evaluate how your accounts are set up — and most importantly — how they are performing.

The goal is ensuring every client gets the best possible return on their paid search spend.
“As Michael Jordan — one of the greatest basketball players of all time — is quoted as saying, ‘Talent wins games, but teamwork and intelligence win championships.’ That is how Brunner approaches all search campaigns: You’re either first or you’re last,” says Brunner Partner Kevin Amos, who oversees the agency’s digital marketing team.

For Brunner, being at the top in SEM is built on years of experience and a continuous commitment to rigorous training, strategic processes, and key partnerships. That approach led to Brunner earning Google Premier Partner status for 2025, the fourth year in a row.

Delivering Big Results for Clients

“The Google Premier Partner badge is considered a big deal and we love the status,” Amos says. “But the most important thing is moving the needle for our clients and helping them achieve their goals.”

For new SEM clients, the Brunner team’s work often delivers dramatic results. After an account is restructured, clients usually see drastic performance improvements for key metrics including cost per click, cost per conversion, and click-through rate.

“We’ve always been cutting edge,” says Amos, citing the team’s long-time partnerships with Google, Bing, and other leading SEM platforms. Those relationships have allowed Brunner to provide input on innovations and get early access to new features and functions under development.

Through these partnerships, we can bring an extra level of sophistication and benefits that other agencies can’t bring to the table. We get first notice of new things our partners are doing, and we can take that to our clients as an exclusive.

Kevin Amos Partner, Digital Media, Brunner

Top 3% of Google Partners

Brunner’s SEM team has been working with Google for years and has been a Google Partner since 2016. In 2022, Google launched the Premier Partners program to recognize and reward top performers. Earning Google Premier Partner status is based on three factors:

Performance — Premier Partners must have an optimization score equal to or greater than 70% on their Google Partners manager account.
Spend — Premier Partners must maintain a specified spend level through 90-day spend across their managed accounts. This level reflects their role in helping clients consistently identify new growth opportunities and sustain their success using Google Ads.
Certifications — At least 50% of account strategists must be certified in Google’s platforms and tools. At Brunner, that number is 100%.

The Google Premier Partner badge recognizes the Brunner team’s commitment to elite performance and impact, says Luke Navickas, Brunner’s associate director of paid search.

We can put our expertise up against anyone. We have a ‘test, learn, optimize’ mentality.’ We train our teammates to understand what’s happening down to the granular level. We want to be the best.

Luke Navickas Associate Director, SEM, Brunner

Proven SEM Team Expertise and Certifications

All members of Brunner’s SEM team earn Google Ads Search Certification each year. In addition, most team members have Google certifications in specialties including:

Google Ads App
Google Ads Creative Certification
Google Ads Display
Google Ads Measurement
Google Ads Shopping
Google Ads Video

In addition to Google certifications, SEM team members earn Bing Ads Accredited Professional Certification for search advertising, native and display advertising, and shopping advertising.

Taken together, these credentials demonstrate the Brunner team’s expertise in running paid search campaigns that reach each client’s target audiences, on the top search platforms those audiences are using.

Google Premier Partner Benefits for Brunner Clients

As a Google Premier Partner, Brunner gets exclusive Google benefits to extend to clients. Those benefits include:

Ongoing access to Google’s current product betas
Monthly Google insight reports on changing consumer behaviors and industry trends
Promotional offers that give Google Ads credits to client advertising budgets
Access to 24-hour advanced ads support to resolve any client account issues quickly and efficiently
Strategic and sales support from dedicated Google representatives for assistance with Brunner client accounts

Brunner’s World-class NPS Scores from Clients

Clients have taken notice of outstanding SEM results, and they value the close working relationship with the SEM team. Brunner’s most recent overall net promoter score, which measures customer loyalty and satisfaction, is 75+. NPS scores can range from –100 to 100+. Anything above 50 is considered excellent — and anything above 70is considered world-class.

“Our clients know we are fully engaged in their accounts,” says Navickas. “When a client asks, ‘why does this happen?’ we have the answer. Their goals are our goals.”

Brunner Marketing Team

Brunner team members from across the agency contribute to blog content through their storytelling expertise, from writing and editing to visual design, illustration, and video.

Visit Brunner Marketing Team on LinkedIn