Content Planner for the Domain: Content Audit & Optimization Plan for Your Website

Sławek Czajkowski
April 13, 2021

Inside this article:

Let’s face it: content audit of the entire domain can take long days, even for a skillful specialist. 

But there’s no content marketing without content optimization. Marketers have to regularly revise their sites to keep the content fresh and relevant. 

And while most marketers know how to handle new content, they are often overwhelmed and confused when it comes to content optimization. Instead of trying to harvest the goods from their existing materials, they keep pushing out new things.

But marketers have to think beyond a single page and make sure the content across the whole domain works towards their goals. That’s the only way to build topical authority and find the answers to the following questions:

“What’s the average quality of my domain’s content? What if I have a lot of low-quality pages that are dragging my best pages down?
“Am I prioritizing the right optimization opportunities? What if I’m missing out on quick wins and crucial improvements?”

Content Planner for the domain will help you turn domain-wide content analysis from a painful chore into a piece of cake.

This new tool helps you organize the content optimization process for your website.

Surfer Content Planner for the domain main view 2
Surfer Content Planner for the domain main view 1

No more running single-page audits, prioritizing the wrong pages, or missed opportunities for extra organic traffic. Quickly review the state of your domain’s content, find a ready optimization action plan, and get writing guidelines to improve each of your pages.

This is a beta version of the tool. In the current version, it will analyze the top 100 perfoming pages, not your entire domain.

How to run a domain-wide audit with Domain Planner

Setting up a domain-wide audit in Surfer takes just five steps. Let me show you.

Step #1: Pick Content Planner from Surfer’s main navbar.

Surfer main navbar

Step #2: Connect your Google Search Console

This step is optional but it will provide you with much more accurate data for your site. If you choose to create a Content Planner for the domain without GSC, the data will be provided from Surfer’s own database.

Click the “Google Search Console is not connected” button.

Surfer Content Planner for the Domain connecting Google Search Console

You will have to go through the Google authentication process and give Surfer permission to see your Search Console data.

Just agree, and you’re all set. You will see the text line turn green.

Surfer Content Planner for the Domain connecting Google Search Console

You can disconnect your Google account any time you want.

Surfer Content Planner for the Domain disconnecting Google Search Console

Step #3: Pick your domain & country.

Click on the “domain” button next to the search bar. Then click the URL field: you will see all the domains available for your Google account. Pick one.

Picking domain and country in Surfer Content Planner

Next, choose the country you want to run the audit for.

Finally, click “Create Domain Planner.”

Creating a Content Planner for the domain query costs 4 Content Planner credits.

Step #4: Get the data on your 100 hundred best-performing pages.

Here you have it, the analysis of your 100 hundred top-performing pages. Of course, if your domain is small, this number might be lower.

You can now analyze data points for all the pages: user intent, the presence of featured snippet, impressions, position, traffic, and monthly search volume. 

Expanding each result will give you a list of keywords that your page is currently ranking for.

list of keywords in Surfer Content Planner for the domain

If you want to see this list for all the results instead of expanding one by one, just choose the “advanced view” option.

Advanced view in Surfer Content Planner for the domain

You can also easily set a Content Editor for each page and start improving your content right now.

setting up content editor in Surfer Content Planner for the domain

Step #5: Pick sorting option or filters

This step is optional.

By default, the results are sorted from most to least relevant. But you can sort them in a different way.

choosing sorting in

You can also pick a filter to see a certain category of pages.

Low-hanging fruits filter in Surfer Content Planner for the domain

How does Domain Planner work, and why should you trust it with your audit?

As I told you before, Content Planner for the domain integrates with Google Search Console. That’s how you can be sure the data is 100% reliable.

But why should you use it instead of just logging into your GSC account?

Here’s the thing:

Content Planner for the domain is basically an extension of Google Search Console that’s 100% content-oriented.

Surfer enhances the data from GSC with its own databases to create an overview of your website content. 

Unlike GSC, it shows you:

  • the optimization opportunities, sorted from least to most attractive—in GSC, you just get raw data.
  • Content Score for each of your top pages—you'll know exactly if your content is high-quality and ready to stand against the competition.
  • extra content-specific data you don’t have in GSC: user intent and featured snippet chances. They’re based on Surfer’s analysis of your pages’ content and related SERPs.

And when you start setting up Content Editors for your pages, Surfer will allow you to track your optimization progress.

Done section in
Content Planner for the domain works as if you hired a skilled SEO professional to prepare an action plan based on your Google Search Console (plus extra data points).

It lets you easily check where your best content opportunities lie and get guidelines for optimization.

A site-wide audit for all your auditing needs: Content Planner for the domain use cases

A domain wide-audit is a big deal.

Even though an audit’s overarching goal is to improve the quality and ranking of our pages, everyone approaches it from a different perspective and uses it to discover different things.

Here are a few use cases that will help you see what kind of problems you can solve with Content Planner for the domain.

Use case #1: Get a comprehensive view of your domain’s content.

Google Search Console provides a lot of data about your page… But not so much about the content quality. 

With Content Planner for the domain, you’ll quickly discover how much you need to work on your content to move the needle for your site.

Check the Content Score for each of your pages and assess how much work you need to raise your site’s quality and, ultimately, rankings.

Content Score in Surfer Content Planner for the domain

Use case #2: Get a better picture of the keywords you’re already ranking for.

With Google Search Console, you need to investigate each page to see the queries it ranks for. SEOs and content writers have to click through the whole domain and copy the words into a spreadsheet to get a good overview.

With Content Planner, you have all the keywords you rank for presented in one place. They're organized in topic clusters so you can quickly find out which phrases get the most traffic to your page.

On top of that, you can also check the impressions, your page’s average ranking position, traffic from the SERPs, and monthly search volume for each keyword.

Use case #3: Discover extra data points unavailable in Google Search Console.

Apart from Surfer’s own Content Score, there are two more data points important for your content’s success that Content Planner will show you.

First, you will get information on search intent. 

Search intent in Surfer Content Planner for the domain

You can check out if your essential pages aren’t missing the tone or investigate the ratio of different types of pages on your site. Maybe you’re underinvesting in educational materials or focusing too little on pages that will sell your product? With Content Planner, it will be clear as day.

Secondly, you can check out your featured snippets.

Featured snippets in Surfer Content Planner for the domain

Featured snippets are useful to get a so-called position zero in SERPs.

Next to each page result in Content Planner, you can see information about your featured snippet status:

  • “No featured snippet” means that there is no featured snippet in the main keyword’s SERP.
  • “Featured snippet with the red X” means that there is a featured snippet in the main keyword’s SERP, but you do not own it.
  • “Featured snippet with the green checkmark” means that your page owns the featured snippet for the main keyword.
  • “Featured snippet with the yellow wrench” means that you’re very close to getting the featured snippet, and with some optimization, you can dethrone the current snippet-haver.

Use case 4: Identify the low-hanging fruits.

Domain-wide audits are a marathon, not a sprint.

Optimizing 100 pages requires a lot of work. So unless you have infinite time and resources—and of course you don’t—it’s best to seek out quick optimization wins. You don’t want to waste hours of work for mediocre results.

Easier said than done, right?

Well, no. With Content Planner for the domain, both are equally easy.

Before Content Planner, you had to go through tons and tons of page analyses to spot your best opportunities in the sea of data points.

But now, all you just have to click the “low-hanging fruits” filter.

Applying this filter and optimizing the pages you get one by one is the best starting point for each domain optimization process.

Click the filter, and it will show you pages:

  • with the average positions of 10 to 20 in the SERPs;
  • sorted from lowest to highest Content Score.

The pages with low Content Score plus high SERP position are your best opportunities because despite their quality, Google still made them rank well. Improving them is likely to result in ranking boosts!

Use case #5: Get accurate recommendations tailored to your needs with the help of filters. 

You don’t have to rely on the “Low Hanging Fruits” filter for your optimization plan if you don’t want to. There are a few more filters that will show you the type of pages you need right now.

You can choose:

  • Pages with a specific Content Score range,
  • Featured snippet opportunities,
  • Impressions,
  • Search intent,
  • Number of keywords in a cluster,
  • Average position of the page,
  • Search volume,
  • And traffic.

These filters are especially helpful for devising an optimization plan for larger domains.

For example, suppose you are tasked with improving the quality of the educational materials on your website. In that case, you can ask the Content Planner only to show you pages with “informational” search intent… and start the optimization process with the most relevant pages.

Or if you just really want more of your pages to get that glorious number one spot, filter out every page that already ranks for positions 2-10, and search for easy wins.

Just get the Content Planner to show you whatever you need right now and get a neat set of pages ready to be optimized—all sorted from best to worst opportunities in their category.

Use case #6: Plan for your long-term optimization process and track your progress.

If you’re in for the long game and you don’t just want to pick the low-hanging fruits, Content Planner will prevent you from getting lost in your progress.

First of all, the list of 100 pages is already sorted from best to worst opportunities, so you can just start from above and make your way down until your pages is well-optimized.

But if you don’t want to stick to this order, don’t worry. Just set up a Content Editor for each page you optimize. Once you’re finished, choose the “Mark as done” option in Content Editor, and the page will appear in the “Done” section of your Content Planner.

You will easily keep track of your progress, which is especially important when you outsource content and keep tabs on many Content Editors.

Use case #7: Check if you can get better results with content optimization.

Content is a super important ranking factor. Your pages need to be high-quality to rank.

Okay, but what does it actually mean? 

If you’ve ever asked yourself questions like:

“Are my pages high-quality? How to check if my content is good—both for Google and my readers? Sure, I hit the right keyword density, but can they stand against the cutthroat competition in difficult SERPs?”

You will definitely find the answers in the Content Planner.

Just check the Content Score for each page. The higher your score, the more ready your page is to rank high and satisfy your users.

The complete overview of your pages’ quality will let you know if you still have something to improve about your content or if you have to focus on other SEO activities instead.

Whenever you see a page where the Content Score isn’t green—optimize. This will increase your chances for higher rankings.

And voila, you’ll get an actionable audit plan that will guarantee you the best effort to reward ratio possible!


With Content Planner for the domain, you’ll discover the state of your domain’s content, get a ready-to-go optimization plan and receive content guidelines for each page—all with one click. 

Content Planner for the domain is still a beta version. We’ll keep improving it and adding new functionalities to help you make your content-optimization processes even smoother. 

We’re waiting for your feedback! Let us know what you’d like to see in Content Planner for the domain, and we promise to work on it.

Read also:

Content Planner for the domain is now available in every Surfer plan, including the trial.  

Log in and check it out for yourself.

And if you don’t have a Surfer account yet…