A well finished content audit will provide a great insight into your website’s blog and content marketing strategy that far outstrips your popularity. We write something too much, and we never return to it again. It’s obsolete, irrelevant, and meaningless years later. Good practice requires that we regularly return to our content to ensure that all things are as new and beautiful as the day they are published to the public.
To optimize your future marketing efforts, a Content Audit allows you to review all the content of your site and determine their respective strengths and limitations. This is a holistic appraisal and comparison based on the KPIs you previously picked.
This method should not be mistaken for a content inventory that merely accounts for all these various properties. This is a quantitative collection, in other words. While the audit process involves a content inventory, the audit itself goes even further. Inventories can be made a fast snap from the Content Analysis Tool (CAT). The remainder of the trip is much smoother when you arrive on the right foot.
A successful audit lets you answer questions about the quality of your site when completed correctly.
- What is the most successful?
- What are subjects more connected to your audience?
- Which threads have your welcome overstayed?
An evaluation will inform you where your plans would concentrate both on SEO and content marketing. And you will also see future improvements that would enhance your administration, distribution, and marketing processes.
An audit of the website consists of the Review and examination of all the site contents systematically. The overall goal is to define your content strategy’s strengths and limitations and tailor your content campaign to your existing marketing objectives. I will go through five important stages to tell you,
How To Do A Content Audit Of Your Website
1. Identifying Your Goals and Metrics
A contents audit is a time-consuming but an importent process, this is the reason why established priorities are essential to start if you want your content audit to succeed.
The first move is to consider your market priorities. What are the advantages of an analysis of content? How can you produce the results?
Here are a few important points to remember while doing the content audit of your website:
Improving The SEO Results
Always identify the web pages which you think have high SEO potential to get ranked on top page of Search Engine. Along with this you should have the knowledge of which piece of content on your website should be updated and which should be deleted in order to improve your website’s SEO.
Always make sure to internally link your web pages to each other as this improves your site’s SEO to a great extent.
Which Piece Of Content Your Audience Is Engaging More?
Use Google Analytics or any other metrics defining tool to identify which page or which content your audience is reading the most and try to create a similar type of content for other pages of your website in order to increase audience engagement.
Add Call To Action Buttons
Once you have identified the pages on which most of your audience is coming, all you have to do is add call to action buttons on those pages in order to increase your conversion which in turn will increase your products and services sales.
It would help if you matched your expectations with the required content metrics after defining your content goals and important points.
In general, content marketing assessments can be classified into the below given four categories:
- Points To Analyze SEO:
Organic Traffic, Ranking of Your Keywords, Backlinks pointed towards your website, time spent by user on your web pages, etc.
- User Behavior:
Number of Page Visits, Avg. Time Spent by User, Bounce Rate, Demographic Location, etc.
- User Engagement:
Likes, Mentions, Saves, Retweets, Followers, Comments, etc.
- Sales metrics:
Number of Leads Generates, ROI, Products and Services Sales, etc.
You can evaluate the customer experience and interaction to learn which problems are more common and produce more content on those problems. When you intend to target on your SEO results, make sure to check your search engine rankings and limit the number of backlinks you are generating for your website and content pages.
2. Analyze Your Website Analytics Data
The processing of data is a long and complicated task to do. You usually need to recover and manually apply data from various sources to your data table or excel sheets.
You can even use tools like SEMrush Content Audit tool which tracks the website content and lets you know about what things are lacking in your content from user point of view.
This tool offers different details, such as Twitter and Facebook social shares, number of backlinks, website metadata, author details, and content length for each URL present on your website.
To add width and scope to your results, connect your Google Analytics and Google Search Console accounts to your website. Additional metrics for any URL can be accessed from these tools, including total number of sessions, length of session on your web pages, number of page views, average time spent, what errors are present on your website, and search requests.
You can switch between page views and sessions within one click for each page.
You may use the Post Monitoring feature to capture the output details of your guest posts or other material on third-party websites. The tool tracks the scores, shareholder numbers, backlinks, and comparison traffic of papers every day.
If you want to gather more info, here are some analytical resources that can prove useful in an audit of content:
- Google Analytics:
This tool lets you understand the traffic, interaction, and conversion rates of your website. It would help if you also estimated your content’s efficacy in pursuing your marketing and business objectives.
This tool allows you to watch your keyword rankings, change in ranking, ranking of keywords based on geographical location and much more. You can find which cotnent of your website has strong SEO potential through this tool.
3. Make A List Of Your Content
Classify your content based on the categories in which it is falling as this will help you in determining which category of content you should analyze first. When the analysis of content will begin you will analyze each and every content which is present on your website like, blogs, web pages, meta description and title of each page, your website’s landing and sales page and guest posts which you have published on other websites.
Analysing content doesn’t means that you will only review the content, you will have to change your internal linking process too in order to give your content audit a new touch.
When you review your content based on the list you have prepared, it gets easy for you to manage which all pages has been analyzed and which all are remaning.
You can even include checklist in your list including sub divisions like, Headings, Meta descriptions, Internal Linking, Images, Audio, Video, etc.
4. Make Changes In Each URL
Once you have made a list of your content present on your website, all you have to do is start updating the content of each and every URL which is present on your website.
- In this you can update the images, audio, video, pdf, etc which are present on your website and give your content media a new look.
- Adding new and updated information in your articles, pages is a must. For example if you have written an article about content writing tips for beginners then you should definitely update this article by adding new tips as content writing is a very big domain and there are many tips which you can give to your readers.
- Change the structure of your content by rewriting the headings and changing the H1, H2, H3 heading tags to more relevant content.
- Check if your call to action buttons are placed at correct postions or not and if your user is able to contact you using those CTA buttons.
5. Redefine Your Content Marketing Strategy For Your Updated Contents
You should never use the same content marketing strategy for every content you write because every content is different and leaves a different impact on your user.
So make sure to change your content marketing strategy for every keyword specific content as this will increase the chance of conversion. By redefining you content marketing strategy you can track the progress of every individual content and can check the organic traffic, clicks, conversions of each individually and can then make a report about which content marketing strategy was the best among all.
Take care and build on what works. See the least successful content to look at identical successful content for your rivals and see if you can enhance your content.
To ensure that your decisions and practices still suit your company’s priorities, you need to revisit your content marketing audit plan at least twice every year. You ought to schedule more periodic revision at regular intervals.
These changes must be controlled and creative approaches should be adopted to reach and educate the public.
What is working today will not work tomorrow, so the agenda should still contain clear changes.
Content audits are done at least a few times a year, so you can see how the modifications are impacting your organic traffic and how it is affecting your business growth.
Content Audit Checklist For All
Before you leave this article, Script Consultants offers you the best checklist for you all which you should remember if you are running a content audit for your website.
- Make Priorities.
- Change content to enhance your website’s SEO efficiency.
- Focus on NLP (Natural Language Processing).
- Bounce Rate.
- Make sure to index every updated page and article.
- Author Bio.
- Internal Linking Structure.
- Every page or article should be keyword specific and should target to 1 specific keyword only (Related keywords will be indexed on their own).
Auditing of content is not just a particular procedure you do in a blue moon once. You must add and update content in your existing articles and pages and the other marketing platforms that you use in order to give your users updated information whenever they read your articles or visits your website.
You will even make better marketing decisions by carefully updating and adding up more in your current content and reviewing the analytics data obtained on each page.
Doing this allows you to save time, minimize your costs of curating content, helps in building your brand and increases the overall exposure of your website.
And remember, The content of your website controls the path of your website’s success.
This is why content audit of a website is quite important for business growth and for content marketing as well.