Content Optimization Worksheet

Worksheet structure

40 questions organised into 5 scoring blocks. Each block scored 0-10, total 50. Pages under 35 are flagged as rewrite candidates.

• Intent match: does this page answer the searcher's actual question?
• Content depth: are key sub-topics covered with sufficient detail?
• On-page SEO: title, meta, headings, internal links, schema
• Engagement signals: dwell time, scroll depth, CTR (from GA4/GSC)
• Authority signals: backlinks, brand mentions, author E-E-A-T

Required inputs

Have these tabs open before you start. Worksheet completion takes 30 minutes per page once you have the data, 60 if you're gathering it as you go.

• The page URL itself (in an incognito tab)
• Top 5 ranking competitors for the primary keyword
• GA4 last-90-days engagement data for the page
• GSC last-90-days impressions/clicks/position data
• Backlink Audit report (or Ahrefs/SEMrush equivalent)

Decision matrix

After scoring, use this matrix to decide what to do next. Don't just rewrite based on instinct.

• Score 45-50: Keep and monitor. Quarterly review only.
• Score 35-44: Targeted improvements. Fix the 2-3 weakest blocks.
• Score 25-34: Full rewrite. Keep URL, swap content top-to-bottom.
• Score under 25: Consolidate or delete. Merge into stronger page or 410.

Most common low scores

From scoring 2,000+ pages we see the same weak spots repeatedly. Check these first.

• Intent match: pages written for the wrong query variant
• Content depth: missing the 2-3 sub-topics competitors all cover
• Internal links: orphan pages or pages with under 3 internal links
• Schema: missing Article, FAQ, or HowTo schema where appropriate

Workexe Content Studio integration

Run the worksheet inside Content Studio and 70% of fields auto-fill: page scrape, competitor scrape, GA4/GSC data pull. You score the qualitative items only (intent, depth, originality).