Content Audit Hacks: A Cheat Sheet For Best Content Audit

A content audit is a process to a systematic review all your website content. This process helps you to work closely at your optimization efforts to check out the way you meet your business objectives. When you perform this at the correct phase, you can identify gaps in your content to adjust them to suit your target audience. You can enhance your content and digital strategy to fit your organization goals more effectively and efficiently. Digital marketing services in Gurgaon makes guide you with the steps for content audit to make your website reach the appropriate audience.
A successful content audit has the following steps:
  • Create an exhaustive list of all your available content. This list will provide you with important information about your content like its quality and optimization level.
  • Research on how successful your content has been. It includes your website page and keyword statistics.
  • Map your content with your different potential customers and their journey of purchase. This would enable you to understand better as to how your content serves the customers and take them through conversions.
  • Have a look at the way your content gets aligned with many different functions like customer services, PR, SEO, social media, etc. If your company is digitally matured, then you should make use of content that stretches across many different specialties to make a strong online user experience.
  • Have a check of how your website is organized. Users would prefer to check the sites that are easy to navigate where they could find the information they require easily.
  • Find out what content is missing. When your content audit gets over, you should be able to determine carefully where your content lags. With this, you can find out what you need to change to boost your overall performance.
Once you are done with your content audit, you will have quite a good set of information with you. So, at this point, you will know how well your content aligns with the buyer’s journey and the impact that it has on your business growth. You can then make use of this information to update your future marketing strategy. So, from your content audit you can get the following insights:
  • How does your content align with your customer’s requirements? Does your content provide a firm buyer’s journey that starts from the introduction and takes it through the conversion? Are there any gaps that need to be investigated?
  • How does your content attract the right kind of people? At times, some brands have good traffic rates and good read-through rates but has low conversion rates. This happens if the content is not targeted properly to the ideal customers but interest readers who would not convert.
  • Is the content well appealing from the title? Even though your content is good, you still need to attract people into the content and convince them to read till the end. Content that has an engaging opening will be more successful among the audiences.
A content audit is a valuable tool that guides the website owners to make their content on the website to better understand. This would help them to improve their efforts that match the customer’s requirement. Brands who wants to move forward in their content development strategy should focus on making use of audit to figure out a way the best way forward.
When you perform content audit, a good content audit report will help you deal with the answers to the following questions related to the content pieces on your website:
  • Which ones perform the best?
  • What are the topics that your audiences connect with you?
  • Which posts have extended their stay?
An audit will guide you in the place where you need more focus so that your future efforts could be planned in terms of content marketing and SEO. You will also know about the potential changes that will expand your sales, marketing processes, and lead generation. 
Need of Conducting An Audit
To brief you more about why you should conduct an audit, there could be many reasons. A Content audit is conducted for two main reasons – SEO and content marketing.
  • SEO – When you conduct a content audit for SEO purposes, you will be able to identify any weak spots that are seen in your website’s search engine optimization. When you catalogue the keywords, images, word counts, and other elements that are linked with each content, you will be able to find what changes that are to be made to improve your website’s search performance. As most of the traffic to your website is from organic search, this is an important exercise that you should do it quite often.
  • Content Marketing – The other reason to perform a content audit is to measure the current status of your content marketing plan and efforts. You will be able to give more focus on metrics, page length, and social shares instead of looking at page optimization factors. This would guide you to determine the way your audience responds to your content piece that you have created.
Process of Content Audit
Now, having known about the content audit, the following lists the content audit process.
  1. Create A Spreadsheet Of Your Content – Find all your content and place it in your spreadsheet. You could do this in two ways:
a.      Make use of a crawling tool like Screaming Frog or URL Profiler. Using the tool identify all the URLs that exist on your website and then download the data as a CSV file. These tools also have the capacity to collect data automatically from various other SEO data points. 
b.      Enter the URLs in your spreadsheet manually. You could make use of the WordPress dashboard to finish it easily. Navigate to Posts – All Posts. Click on each one in turn to get the URL. 
From the Excel or Google Docs spreadsheet, enter or import all the URLs and leave many columns for the data that you would get the next step. Most of the audits make use of a spreadsheet to organize the data. 
2.  Gather The Asset Data – At this step, you need to gather and fill the empty columns in the excel where you had left in the previous step. Based on the goals of your audit, you need to gather the data points. Potential SEO data points that can be gathered are page title, target keyword, meta description, page headings used, inbound links, images present, image ALT tags, date last updated, page visits, page entries and exits, page bounce rate, average time on page, and broken links. Potential content marketing data points are word count, content type whether a blog post, article, information page, etc, content condition, general topic, assigned tags or categories, author, content owner, number of comments, social shares, call to action, and conversion data.
         The other items that can be tracked are content inventory date, page score, page status, and additional notes as required.
3.  Analyse Your Data – For a larger website, the data gathering process would take a long time. The audit would take a few days, weeks, or months to complete. This is based on the website size and the resources of the organization available. Once the content inventory is over, you need to put all your information to use. To get something out of your content audit process, you need to set up a recommended action that will take the audit to complete. You should drive into the data that you have collected to conclude.

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