Why Your Website Needs A Content Audit
The content marketing business is quite competitive, this inadvertently implies that whatever content is going out there, is engaging enough to have the consumer coming back for more. A Content Audit evaluates and analyses all the contents on a website. So basically, performing a content audit simply means consistently keep track of all the contents uploaded on your website, following up, finding broken links, finding out errors and knowing just what needs to be changed and what needs to be improved.
There are a lot of reasons as to why your website would need a content audit, here are a few.
1: Identification of existing problems:
If there are existing problems with the content on your website, during a content audit, you are sure to find them out, thus giving you a chance at repairs, before a visitor to the site finds out these problems before you. A content audit gives you a head start at increasing the value of your site, making it attract new visitors while making sure the old visitors return to the site. It also shows you when you have broken links that send the visitors error messages when clicked on.
2: It gives you a chance at improvements:
Website owners are constantly making moves to improve their content to attract new and keep old visitors by improving on their content. A content audit shows you which content is outdated and needs to be removed or improved on. It also shows you what information your visitors are looking for that you do not have, that you can add to satisfy them, it shows you what content keeps them engaged, so you can keep feeding them that content while making necessary improvements on the same contents.
While it’s okay to put out contents that are quite complex, the whole idea of these contents is to establish a certain kind of communication. So it’s better to simply the contents, this way, it feeds a different kind of audiences. A content audit will show you much content needs to be simplified because it would show you what the visitors search for and how satisfied they are with the answers they receive, thus making it possible for you to know which content needs improvement in whatever way this improvement comes.
3: Quality determination:
Content audit helps you find out which content has high or low quality, for change to be affected. When your website has low-quality content, that is seemingly invaluable, and that is repetitive it would not take time for the Web crawlers to fish these contents out and penalize the website. The quality of your content gives you either a better Google ranking or a poor one. When your content quality is high, your search ranking increases, this would make your search visibility increase as well, and when your search visibility has a good increment rate, your Google ranking goes up as well.
The whole idea of a content audit is to positively improve your website and your website’s ranking on Google. Conducting a content audit on your website gives you the chance to make it better.
How to perform a content audit:
Performing a content audit is not hard or complex, but it, however, requires critical steps that must be followed to the latter to ensure that what was carried out was a quality audit. You cannot afford to miss a detail during a content audit, this is why you have to be as careful as possible when conducting one.
1: Get a goal:
What do you hope to achieve with this audit? What do you need to be done? Set goals that are achievable.
2: Perform an inventory:
You have to know what exactly you are auditing. List out all the contents on your website and brand domains. Create an excel spreadsheet, and input names, URL and descriptions of each content. This would help you keep track of what you are doing, thus making sure you do not make unnecessary mistakes. If it’s too much for you to do it manually, get a crawling tool to help fix it up for you. Whichever way you choose to do it is fine. Just make sure you’re getting an inventory of all the contents. Create columns for data while you’re in the process of making an inventory.
3: Fill the data in:
In the columns created, fill in your content data. Here are the things you should fill in if you intend to keep track of everything that goes on on the website. The data you’re filling in would involve, page titles, word counts, target keywords, page headings, page visits, entries and exits, page bounce rate, time spent on pages, date last updated, images uploaded, images ALT tags, broken links, type of contents (could be blog posts, articles, infographic) word count, content editor, content writer(author), content quality (high or low), call to actions, conversion data. When you’re done with this, label the columns with these as title, then start inputting each data. The thing about the data is that the workload for inputting it might be a problem, so you should at this point make use of website crawling tools to ease it.
4: Data analysis:
At this stage is where all the data you have gathered will be made use of. This is why the first two stages are important, you cannot miss out on any data, because a data that has not been collected cannot be analyzed.
It’s in this stage you find out if you have broken links, low-quality contents, the contents with the most visits, and the contents that are no longer needed. All you need to do and not do is determined at this stage. For your analysis, you can get a content analysis template online to help out.
5: Get a plan:
After your analysis is done, you have to create a plan to make the needed changes to your website. Whatever the goal is that you set in stage one, it’s time to make a plan on how to actualize that goal. Your plan should include what you intend to do to improve the quality of your contents, how you intend to keep your visitors with better and more engaging contents. How to improve generally, the content produced by your website.
Know that content auditing takes time, it could take weeks, months even. But the goal is to have a positive result in the end. You are saddled with the responsibility of giving your visitors the best out of the content they require.
Crazy in love with digital marketing, video production/editing, branded live video, as well as motion graphics, CG, VFX, and all things creative design.