Content must be crafted in such a way that everyone should be able to see it. People spend too much time creating compelling content, thinking of topics to write, and brainstorming and taking best ways to amplify their outcomes. However, it is more effective to create lengthier content for search engines and better UX without auditing or intending to neither update nor improve it. In this way, you’re missing chance to reach content full potential not just in terms of traffics but also with conversion and engagement.
Thus, in order to evaluate what you’ve done for the past days, months or even years; you need to audit your content. But, prior to delving in the process of content auditing, you must get a clear understanding to the subject matter and most of all why you need it in the first place.
What is content audit and why do you need to do it?
Content audit is the process where you analyze and check your existing content to make sure that they are still relevant, still aligned with driving right traffic, meet your marketing objectives, has the right keywords and is shareable.
You need to do auditing once in a while because you’re launching a new website and want to plan your inbound marketing strategy or to help guiding SEO plans. Doing content auditing from the start can help you to focus and you’ll have plenty of ideas to improve your website. Here are few ways to help you out:
- Uncover certain methods to improve your website’s performance in the search engines.
- Determine your site’s best-performing content pieces to know how to better leverage them.
- Find out which topics your audience engages mostly.
- Find out which pages are ranking for specific keywords.
- Identify content pages that need editing.
- Eliminate filler content.
- Generate ideas for your editorial calendar.
Even if the list goes on, these goals will help you get started and leverage you to look for specific objectives during and after your website content audit.
The content audit process:
Organize your content into a spreadsheet
Content isn’t just gauging and reading its quality, rather you also need to collect data. As such, organize your content URLs into spreadsheet under a single column and make sure that you leave a blank row at the top place for next process.
You can use tools to bring up your entire website’s URL or collect them manually. However, even if you use any tools or automated URL collector, your audit will still require manual work. This will allow you to spend maximum time on your work.
Input targeted data points
#Possible SEO Data Points
- Broken outbound or inbound links present
- Average amount of time visitors spend on page
- Bounce rates
- Post title
- Targeted keywords
- Page visits
- Image ALT tags present (yes or no)
- Number of images
- Number of inbound links
- Meta description rating
#Possible content marketing data points
- Call to action click-through-rates
- Percentage of desktop and mobile users
- Engagement (page comments, social shares, general page activity)
- Content type (landing page, quiz, infographics, blog post, etc.)
- Content category
#Miscellaneous data points
- Page quality score (create a simple grading scale)
- Status (keep, edit, remove, etc.)
- Post published date
- Other notes
Analyse data and draw conclusions
For everything to be sorted out into your content audit spreadsheet takes time. This is common for larger websites to spend days, weeks and months getting to sort all data. But even in case of small website or newly completed spreadsheets, you need to complete the overall step in use.
Here you need to set actions and ensure whether your website is moving forward after your audit is complete. In order to do this effectively, you need to dig deeper into data drawing sure conclusions to help you out with your content marketing strategy in right way. Also, you need to examine data and keep out for recurring trends for and find advice of what you should include in your actions.
Best Practices and Tips
In terms of executing the audit itself, given here are few general best practices and tips you must keep in mind:
- Utilize Built-in CMS Functions
- Prune Unnecessary Information
- Let Function Dictate Form
- Be Prepared to Invest Some Time
- Never Cut Corners
- Audits Are Valuable Even for Brand New Sites
Content audit for any website is not an easy process and is more than a process. It’s a mindset that you need to constantly apply to your website content and marketing channel. Properly conducting content auditing can save your time and allow you to make smarter marketing decision and increase your brand online presence thereby improving the overall inbound marketing ROI.