How To Run A Content Audit? (Suits you)

The Step-by-Step Guide to Conducting a Content Audit in 2021

  1. Step 1: Define Your Goals and Metrics.
  2. Step 2: Take An Inventory of Your Content.
  3. Step 3: Collect and Analyze Data.
  4. Step 4: Draw Up An Action Plan.
  5. Step 5: Adjust Your Content Marketing Strategy.
  6. Scale Your Content Marketing.

What is a content strategy audit?

A content audit is the cornerstone of content strategy, which governs content marketing. The aim is to perform a qualitative analysis of all the content on a website (or in some cases, a network of sites and/or social media presences — any content for which your organization is responsible).

What are the steps to conduct an audit?

The basic steps to conduct an internal audit are as follows:

  1. Identify areas that need auditing.
  2. Determine how often auditing needs to be done.
  3. Create an audit calendar.
  4. Alert departments of scheduled audits.
  5. Be prepared.
  6. Interview employees.
  7. Document results.
  8. Report findings.

Which tool is the best fit for doing a content audit?

Google Analytics is one of the most popular content audit tools and for a good reason. It provides comprehensive statistics that help to study visitors’ behavior in details. You can use Google Analytics to find out which of your posts attract more visitors, and which pages have the highest bounce rate.

What should be included in a website content audit?

Here are the five basic steps for conducting a content audit:

  1. Step #1: Inventory your existing content.
  2. Step #2: Organize and tag your content.
  3. Step #3: Add success metrics.
  4. Step #4: Analyze the data for patterns and gaps.
  5. Step #5: Determine next steps.

What is digital content audit?

A content audit is a process of systematically reviewing all the content you have on your site. This will allow you to mature your content and digital strategy so that your organization can more effectively and efficiently provide the material that audiences need.

Why You Should Do a content audit?

Content audits are a hugely valuable part of any content strategy and can help you evaluate your content marketing strategies, giving you the opportunity to organise everything you have on record and help clarify your plans for additional content.

What are the 14 steps of auditing?

The 14 Steps of Performing an Audit

  • Receive vague audit assignment.
  • Gather information about audit subject.
  • Determine audit criteria.
  • Break the universe into pieces.
  • Identify inherent risks.
  • Refine audit objective and sub-objectives.
  • Identify controls and assess control risk.
  • Choose methodologies.

How much does a content audit cost?

A content audit will vary in cost depending on how large your site is and how much content you have. The cost of the audit can range from $5,000 to $30,000. What work is involved in a content audit? Take a content inventory, evaluating all content across your site’s product pages and blog posts.

How do you do a social media content audit?

How to perform a social media audit

  1. Track down all your social media accounts.
  2. Make sure each account is complete and on brand.
  3. Identify your best posts.
  4. Evaluate channel performance.
  5. Track results over time.
  6. Calculate your return on investment.
  7. Understand the audience for each network.
  8. Decide which channels are right for you.

What does a content audit look like?

A content audit describes the process of collecting and analyzing assets on a website, such as landing pages or blog posts. Content audits keep an inventory of a website and provide insight into which content to create, update, re-write, or delete.

How do I create a website content inventory?

1. Approach your web content inventory with a goal in mind.

  1. Define specific goals for website content.
  2. Categorize or tag your web content pieces.
  3. Decide which pieces of content help the most in achieving your goals.
  4. Consider whether certain pages or content pieces need to be revised or even removed.

How do I audit a website manually?

How to Perform a Technical SEO Audit

  1. Crawl Your Website.
  2. Perform a Manual Google Search.
  3. Make Sure Only One Version of Your Site Is Browseable.
  4. Conduct On-Page Technical SEO Checks.
  5. Manage Your Internal and External Links.
  6. Check Your Site Speed.
  7. Leverage Your Analytics and Compare Site Metrics.

How to Run A Content Audit in 2021

Consider all of the material you produce – the excellent, the awful, and the ones that take an inordinate amount of time to complete. Now think about how you’re going to organize it. What methods do you use to keep track on how well your material is performing? Do you utilize such analytics to help you better your marketing in the future? If your firm is lacking in this type of organization, you should consider investing in a content audit to remedy the situation. In addition to serving as a good planning resource and roadmap for future content development, they also serve to organize metrics so that you can refer back to high-performing pieces if necessary.

What is a content audit?

Performing a content audit is the act of gathering and assessing assets on a website, such as landing pages or blog articles, to determine their effectiveness. Material audits serve to maintain track of a website’s inventory and to give insight into which content should be created, updated, rewritten, or removed.

Content Audit Goals

Conducting a content audit for your website may be quite useful for increasing website traffic and improving the user experience for your visitors. First and foremost, content audits assist you in identifying portions of your website that are not adequately optimized for search engine rank. When you write blog articles, you could include meta descriptions as part of your current strategy, but if this wasn’t always the case, a content audit can help you identify which posts need to be modified.

For example, did you know that including keywords in the headers of your website provides search engines with more hints regarding the subject matter of your web page?

When you do an audit, you have the opportunity to change the material on your website in order to improve the comprehension of your site by visitors.

Let’s have a look at some of the extra advantages.

Benefits of Content Audits

It is your content audit’s goal to assist you in bringing your material up to date, improving the ranking of your web pages, and making the website you display to readers easy to browse and error-free. In addition, content audits include the following:

  • Data-driven insight into the performance of your content will assist you in making educated decisions based on facts rather than assumptions. Examine the sections where numbers are lower than intended and consider repurposing or upgrading the material
  • Recognize the bits of content that perform the best and include them into your marketing efforts. Learn more about your target audience’s likes and dislikes by doing research. When you have a clear knowledge of what you’re selling, content upkeep becomes much easier.

Schedule enough time to finish your website content audit to ensure that it is worthwhile. However, you are not need to go it alone; there are several templates available to take you through the process of conducting a content audit if you are unclear of where to begin.

Content Audit Template

This template will walk you through the process of evaluating your website’s On-Page SEO. The technique is applicable to several page kinds, including home pages, landing pages, blog posts, and even form pages. To help you keep the template structured, there is a section where you may write down the sort of page you’re working on. The template will explain why each section is important in terms of on-page SEO under each area. As an example, if you have numerous pages that are similar in content, canonical tags will ensure that they are all put together in one place.

You’ll define the page type for each page you’re auditing in the first column of the spreadsheet.

Keep in mind that you might locate canonical tags in the source code of your page.

Following that, you’ll need to fill in some information regarding the page’s copy.

If I wanted to include a blog post similar to this one in the audit, I would put “How to Run an SEO Content Audit” in this part, as shown below: If I wanted to include a blog post similar to this one in the audit, I would put “How to Run an SEO Content Audit” in this section, as shown below: This component ensures that you will have keywords in your page title, which will help you rank higher in search results.

  • A similar approach will be used to determine the aim of each page and the focus keywords for that particular page in the next section.
  • A good rule of thumb is to make sure at least one keyword appears in an H2 to aid in your search engine optimization.
  • After you’ve created an outline for your headers and included your meta description, you can go on to the photos.
  • Remember that alt text tells Google what your image is about, so if your photos don’t have any, now is a good time to remember to include them in the future.
  • Remove any broken internal links from your page, and make sure it contains at least two or three.
  • Your page’s loading time should not exceed 2 seconds, or the reader’s interest will likely be lost.

Finally, the final element ensures that your page is ready for sharing on social media platforms and is mobile-responsive. These features of the page help to make your website more accessible to visitors.

Content Audit Spreadsheet

This template also includes a spreadsheet checklist for your convenience. The SEO Audit Checklist is another another spreadsheet that ensures that the material on your website is adequately optimized and up to date at all times. As a result, the first template will assist you with updating the On-Page SEO of your website, while the checklist will provide you with an in-depth reference for doing the audit: For example, as you make your way through the spreadsheet, you may anticipate to come across information regarding the On-Page parts of your website, among other things.

To utilize the checklist, you’ll just check or cross off each job as you complete it, as well as make any notes you’d like to keep track of.

How to Run a Content Audit

First and foremost, consider what you hope to accomplish. When you have a clear understanding of your objectives, you will have a better understanding of how to classify your audit later on. A content audit will, in the end, identify relevant and interesting material for your target audience. It may also contain data about search engine optimization and conversion rate optimization. One thing to consider is determining which of your sites needs to be optimized for search engine visibility. You may also consider choosing the most intriguing and best-performing content for your website visitors and displaying it on your homepage or in an email newsletter, as an alternative.

After this is completed, it is time to begin gathering your material for the website.

2. Gather your content.

What kind of material are you planning on auditing? Product descriptions, blog entries, multimedia, and publications are among the sorts of audits that are commonly performed. Decide on this and compile a backlog of all of the stuff you’ll need. Collect the URLs of the web sites you’ve selected to be audited in order to do this. If you have a tiny website, you may do this process manually and enter the results into a spreadsheet. The good news is that there are internet tools available to help you, such asSEMrush,Screaming Frog, and HubSpot.

A sitemap is a text file that contains all of the information about your website and may be produced for free online.

3. Categorize your content.

After getting your audit, categorize it on the spreadsheet according to its subject matter. Some internet programs will categorize the information for you, but it is also possible to categorize the information on your own. Using the categories will help you stay organized so that you can guarantee that your content audit fulfills your goals and requirements. Content type, author(s), publication date, and content format are just a few of the categories you may choose from. Consider the categories that are useful to know and may be learned through various types of material.

Metrics are yet another important factor to consider.

Metrics might give you with more information to use in your research later on. At this point, your spreadsheet should have the URLs to your content, classifications, metadata (if applicable), and metric data for each of your pieces of content.

4. Analyze your data.

After that, it’s time to take a critical look at your data. This is the stage that will provide you with an accurate assessment of the current status of your material. When doing an analysis of your data, keep the following points in mind:

  • Content that’s lacking – What is your audience interested in that you haven’t covered
  • Content that’s underperforming — Which pieces of content aren’t getting the numbers you want
  • Outdated content — If you have old content, can it be updated or reworked to maintain optimization
  • Home run content – Content that has done extraordinarily well

Organize the outcomes of this analysis in the spreadsheet in accordance with their order. One approach to accomplish this is to give different colors to different categories depending on what you’re researching, and then highlight the rows with those colors so you can see which categories are which and which ones account for the majority of your total content library’s material.

5. Create action items.

The purpose of this phase is to complete and tidy up your audit. You now know what to concentrate on as a result of the research, and you can go from there. Consider the posts that need to be deleted, updated, rewritten, or restructured. To maintain track of all of these action items, add one last column to the spreadsheet – one that is close to the top so that you can keep track of everything. This column will inform you of the action that should be taken on a certain URL. Are you going to maintain that blog article or are you going to edit it, remove it, or rewrite it?

Some firms employ comprehensive content calendars, but others do not require such a tool.

If you have any questions, please contact us.

6. Optional: Choose a content audit tool.

You will complete and tidy up your audit at this phase. Having completed the analysis, you now know where you should direct your attention. Organize your thoughts on which posts to remove or update as well as which to rewrite or reorganize. To keep track of these action items, add one last column to the spreadsheet – one that is close to the top so that you can keep track of it easily. When you click on a given URL, this column will tell you what action you should do. Are you going to maintain that blog article or will you edit it?

If you want to prioritize the audit or give a timeframe for the audit, now would be a good moment to add those details as well as the ranking of the audit priorities.

Consider your goals and which things make the most sense to execute first in order to create a priority timetable that is compatible with your content audit.

Website Content Audit Checklist

When doing your content audit, you may follow the checklist in the chart below to make sure you’re on the correct route. The next section will discuss several content audit technologies that you may utilize to better automate your content audit process.

Content Audit Tools

Price: Free for the first 500 links, then $150 per year for limitless connections. Screaming Frog is a web crawler that searches for content on the internet. It will extract URLs from your sitemap and do an SEO assessment on your behalf. In the case of a smaller site, Screaming Frog will provide a free link audit of up to 500 links. Image courtesy of Shutterstock The desktop version of the Screaming Frog website is excellent since it gives you with a plethora of information about your website and categorizes it automatically.

In addition, because the audit is based on SEO, it provides you with tips on how to enhance your SEO, which is likely to be beneficial depending on your objectives.

2.Casted

Price: Please contact sales for a customized quote. Using Casted, you can gain insight into how contacts are interacting with your audio content, allowing you to make informed business decisions to increase engagement. For those that use HubSpot, Casted interacts with Marketing Hub, allowing you to use CRM capabilities to construct lead capture forms that will pull in your listeners and send them on their way for further nurturing. Image courtesy of Shutterstock

See also:  6 Instagram Marketing Trends To Be Aware Of? (TOP 5 Tips)

3.SEMrush

Free trial, then $199-$449 per month after that Users of SEMrush may obtain a thorough audit in just three simple actions. Entering your preferred domain will result in a personalized report that will show you how to enhance your site in the following areas: Image courtesy of Shutterstock Afterwards, you may link your sitemap to an analytics tool account (such as Google Analytics) if you want to examine more detailed information about your sitemap, such as which posts are the most popular with your audience.

4.Google Analytics

There is no charge for this service. While Google Analytics does not offer you with a typical audit, it does provide useful information that will aid you in the development of your audit. It provides you with information on who is visiting your website and from where they are coming from. Additionally, it provides a breakdown of the actions of your visitors, including the following: It provides information on the length of time visitors spend on each webpages, the most popular webpages, and the distinct trends seen in your visitors’ behavior.

5.DYNO Mapper

Price:$99-$450/month It is possible to generate website maps with the help of Dynamic Mapper’s sitemap generating feature. Additionally, DYNO Mapper – a content audit tool — is offered. This website is exceptionally effective in identifying possible issues with the SEO of your content. Image courtesy of Shutterstock DYNO Mapper also maintains track of the status of your audits, allowing you to keep track of how they’re progressing and performing. The audits itself demonstrate how your content may be presented to search engines in the most effective manner, which is a good metric for content audits.

6.WooRank

Price range: $60-$249 per month WooRank includes two incredible capabilities for content auditing: SEO monitoring and Site Crawler. Both of these features are available for free. SEO Monitoring from WooRank provides you with information about the current status of performance on your landing pages, which you can use to compile an audit. It also informs you whether your website has ever gone down and how this has effected SEO, which is another measure to include in your audit if you are tracking web page metrics as part of your overall audit.

When it comes to developing action items for the future, this information will be invaluable in making audits more successful.

Give it a shot and see how it may help boost your next marketing effort. Best of luck with your audits! Originally published at 1:30 p.m. on September 29, 2021, and updated on September 30, 2021

How to plan a content audit that works for you – @GatherContent

Before I embarked on my first content audit, I had a preconceived notion of what it entailed: working alone, you examined each and every page of the website in detail and documented the results in a spreadsheet. I was wrong. However, I discovered that my preconceived notions didn’t work out all that well in the real world. Although the technique I outlined is the typical content audit, it is a time-consuming and labor-intensive procedure that is not appropriate for every team and project. The fact is that there are several approaches to auditing a website.

  1. Understand your situation
  2. Select the most appropriate method
  3. Select the audit criteria that will be used
  4. Figure out how you’re going to get it done.

I’ll also provide you with a content audit template that will assist you in getting started.

Understand the context for your audit

A smart suggestion is to take a minute to examine the setting in which you will be conducting your audit before beginning. What should be the first thing to ask is “why?” What is the purpose of doing an audit? What is the reason behind this now? What is the motivating factor? Is it as a result of:

  • You’re going to start on a comprehensive website redesign
  • You’ve just started at your new position. You’re putting together a campaign for a certain cause
  • You’ve never done one before
  • . or something completely different

Once you’ve figured out why, the next question is, “what?” What exactly do you want to gain from the audit? What actions should you take in light of the findings? Is it intended for:

  • ‘Take stock’ of the information you’ve created
  • Assist you in becoming comfortable with the site Understand the difficulties with usability
  • Fill in the blanks
  • Pick and choose what material you want to preserve, enhance, or eliminate. Find ways to enhance a certain trip or region of your site
  • Or anything else

Finally, inquire as to “who” and “how much.” Who will be in charge of the audit? Is it just you, or can you enlist some assistance? How much time and money do you think you’ll be able to devote to this? Do you have a schedule that you must adhere to or a deadline that you must meet?

Choosing the right approach to your audit

Following a thorough understanding of the situation, you’ll be in a better position to select the most appropriate technique for your content audit. There are three primary approaches to auditing that you can take:

  1. Focused: a rapid, restricted audit in which you investigate the pages that your consumers encounter throughout a given trip, or pages that are related to a specific product or project This strategy is great if you’re auditing in order to inform work on a single campaign, product, service, journey, or other similar project or goal. ‍
  2. Take a representative sample of material from throughout the website as part of a rapid, comprehensive assessment. It’s a good idea to use a sample approach if you’re limited on time but still want to obtain a general sense of the site. Based on your objectives, you may sample in a variety of ways, including looking at the most popular pages, picking a couple of pages from each area, and selecting a few instances of each content category. Full: a lengthy, comprehensive audit in which you examine all (or almost all) of the pages on the site. A comprehensive audit is for persons who have the time and dedication (unless you have a tiny site, in which case it is not necessary). In the event that you’re contemplating a complete website revamp or redesign, this is a fantastic thing to accomplish.

Select your audit criteria

The following stage is to determine the criteria that will be used in your audit. This will be determined by the situation and your approach. You may include three main types of criteria in your audit: financial, operational, and environmental.

  1. Choosing the criteria that you will audit against is the next step. Your approach will be determined by the circumstances. When doing your audit, there are three types of criteria that you might use:

I’ve created a content audit template that includes suggested inventory criteria as well as quantitative and qualitative data that you can use as a starting point for your audit. In addition, the template includes several helpful Excel formulas that have been pre-filled to make matching up your quantitative and inventory data more easier.

Work out how to get it done

In order to complete your audit, the final stage is to figure out how to do it. Once again, it comes down to the context of the audit, namely who will be doing the job and how much time and resources you have available to devote to the project, before making a decision. Always keep in mind that auditing may be monotonous and dull job, so choose your words carefully. Unless you have a strategy to audit for eight hours a day, five days a week until the task is completed, you may find yourself becoming bored and making errors.

It should be part of your planning process for how to get your audit completed that you consider how to keep things exciting. The following are three possible approaches to your audit:

  1. Progressive chipping away: If you’re doing a comprehensive audit with a small team (or no team), you’ll have no choice but to work your way through the process slowly and methodically. In order to minimize brain drain, I usually focus on my other strategic tasks in the morning (when I’m most energized) and leave auditing for the afternoon (when it’s repetitious and doesn’t require as much mental energy). Delegate or swarm: if possible, enlist the help of others to complete the task. If you want to conduct a thorough audit, you might delegate responsibilities for inspecting a specific region of the site to subject matter experts or other stakeholders. If you’re doing a concentrated audit, you may try to assemble a group of people to’swarm’ the assignment and complete it in a single day. In the absence of a deadline, why not incorporate auditing into your daily ‘business as usual’ routine and audit a few pages every week? This way, you’ll constantly stay on top of the work (and you’ll be able to make changes and adjustments as you go)

Ready to start your content audit?

If you’re ready to conduct your own content audit, you may use our audit template to get started. Before I embarked on my first content audit, I had a preconceived notion of what it entailed: working alone, you examined each and every page of the website in detail and documented the results in a spreadsheet. I was wrong. However, I discovered that my preconceived notions didn’t work out all that well in the real world. Although the technique I outlined is the typical content audit, it is a time-consuming and labor-intensive procedure that is not appropriate for every team and project.

In this piece, I’ll walk you through the four phases to creating an audit that is tailored to your needs:

  1. Understand your situation
  2. Select the most appropriate method
  3. Select the audit criteria that will be used
  4. Figure out how you’re going to get it done.

I’ll also provide you with a content audit template that will assist you in getting started.

Understand the context for your audit

Consider the context before planning an audit. The first question to ask is “why.” The second question to ask is “what are the objectives?” What is the purpose of doing an audit? What is the reason behind this now? What is the motivating factor? Is it as a result of:

  • You’re going to start on a comprehensive website redesign
  • You’ve just started at your new position. You’re putting together a campaign for a certain cause
  • You’ve never done one before
  • . or something completely different

Once you’ve figured out why, the next question is, “what?” What exactly do you want to gain from the audit? What actions should you take in light of the findings? Is it intended for:

  • ‘Take stock’ of the information you’ve created
  • Assist you in becoming comfortable with the site Understand the difficulties with usability
  • Fill in the blanks
  • Pick and choose what material you want to preserve, enhance, or eliminate. Make a plan for how you can enhance a certain path or region of your site. . Maybe something very different

Finally, inquire as to “who” and “how much.” Who will be in charge of the audit? Is it just you, or can you enlist some assistance? How much time and money do you think you’ll be able to devote to this? Do you have a schedule that you must adhere to or a deadline that you must meet?

Choosing the right approach to your audit

Following a thorough understanding of the situation, you’ll be in a better position to select the most appropriate technique for your content audit. There are three primary approaches to auditing that you can take:

  1. Focused: a rapid, restricted audit in which you investigate the pages that your consumers encounter throughout a given trip, or pages that are related to a specific product or project This strategy is great if you’re auditing in order to inform work on a single campaign, product, service, journey, or other similar project or goal. ‍
  2. Take a representative sample of material from throughout the website as part of a rapid, comprehensive assessment. It’s a good idea to use a sample approach if you’re limited on time but still want to obtain a general sense of the site. Based on your objectives, you may sample in a variety of ways, including looking at the most popular pages, picking a couple of pages from each area, and selecting a few instances of each content category. Full: a lengthy, comprehensive audit in which you examine all (or almost all) of the pages on the site. A comprehensive audit is for persons who have the time and dedication (unless you have a tiny site, in which case it is not necessary). In the event that you’re contemplating a complete website revamp or redesign, this is a fantastic thing to accomplish.

Select your audit criteria

The following stage is to determine the criteria that will be used in your audit. This will be determined by the situation and your approach. You may include three main types of criteria in your audit: financial, operational, and environmental.

  1. Inventory data: This is information about the page itself that is factual in nature, such as the title, URL, metadata, word count, and so on. You may obtain all of this information in a short period of time by utilizing software such asScreaming FrogorContentWRX. For your convenience, Auditto crawls the site and collects the data for you. If you’re doing a sample or complete content audit, or if you’re conducting a specialized audit that focuses on a specific region of the site, you should provide inventory data. If you’re doing a targeted audit and are just interested in the route and the path, you may be able to skip this phase. Quantitative data: measurements to assist you in determining the effectiveness of your content are available. It is possible that these data relate to organic search performance, conversion, user experience, or a combination of all of the above, depending on the context of your audit. Once again, you may obtain the information using programs such as Google Analytics. When doing an audit, it’s a good idea to always include some quantitative data. You’ll also need some concept of performance benchmarks to assist you make a decision on how well your system is performing. Qualitative data: information on the content’s overall quality. This is frequently shaped as a series of distinct questions to ask regarding the substance of the presentation. For example, is the page helpful, usable, and accurate, among other things?
  2. Even while the data you collect is critical for all audits, it is flexible and relies on what you intend to do as a result of your findings. This is the part of the audit that takes the most time and cannot be automated
  3. Nonetheless,

I’ve created a content audit template that includes suggested inventory criteria as well as quantitative and qualitative data that you can use as a starting point for your audit. In addition, the template includes several helpful Excel formulas that have been pre-filled to make matching up your quantitative and inventory data more easier.

Work out how to get it done

In order to complete your audit, the final stage is to figure out how to do it. Once again, it comes down to the context of the audit, namely who will be doing the job and how much time and resources you have available to devote to the project, before making a decision. Always keep in mind that auditing may be monotonous and dull job, so choose your words carefully. Unless you have a strategy to audit for eight hours a day, five days a week until the task is completed, you may find yourself becoming bored and making errors.

Part of figuring out how to get your audit completed should include thinking about how to make things interesting. Here are three possible approaches to your audit:

  1. Progressive chipping away: If you’re doing a comprehensive audit with a small team (or no team), you’ll have no choice but to work your way through the process slowly and methodically. In order to minimize brain drain, I usually focus on my other strategic tasks in the morning (when I’m most energized) and leave auditing for the afternoon (when it’s repetitious and doesn’t require as much mental energy). Delegate or swarm: if possible, enlist the help of others to complete the task. If you want to conduct a thorough audit, you might delegate responsibilities for inspecting a specific region of the site to subject matter experts or other stakeholders. If you’re doing a concentrated audit, you may try to assemble a group of people to’swarm’ the assignment and complete it in a single day. In the absence of a deadline, why not incorporate auditing into your daily ‘business as usual’ routine and audit a few pages every week? This way, you’ll constantly stay on top of the work (and you’ll be able to make changes and adjustments as you go)
See also:  How To Use Content Scrapers To Automate These 7 Seo Hacks? (The answer is found)

Ready to start your content audit?

If you’re ready to conduct your own content audit, you may use our audit template to get started.

How to Conduct a Content Audit of Your Website [Free Download]

A content audit is a game-changer when it comes to improving the effectiveness of a website’s content marketing strategy. Continue reading to learn more about what a content audit is, why your website needs one, and how to make the most of your content audit experience.

What Is a Content Audit?

In 2009, the content team at Microsoft Office Online discovered an astonishing discovery: of the company’s 10 million online pages, about 3 million had never been accessed. The team took note of the discovery and immediately began deleting the offending sites and connections to them. As a result, what happened? A more simplified website with material that meets the demands of its visitors and that is not cluttered with useless pages would be ideal. Those 3 million pages may still have existed if there hadn’t been a content check.

That’s correct, simply publishing blog entries isn’t enough anymore.

This is when the use of content audits comes in handy.

A content audit is a must-have component of any successful content marketing plan.

Why Conduct a Content Audit

Consider your website to be a house, and a content audit to be a normal task for keeping it in good condition. Websites may lose their relevance and become stale to users in the same way that homes can acquire cracks in their roofs and foundations over time. And who would want to enter a building that wasn’t kept up on a regular basis? In order to determine what is effective on your site, you need do a comprehensive content audit of the whole site. Identifying and improving upon what should be deleted from, improved upon, and added to your site is critical to increasing your traffic, engagement, and conversions.

Benefits of Content Audits

A content audit, which functions as your website’s figurative housekeeping, assists your marketing approach in three significant ways:

It provides an assessment of your current content strategy.

A content audit, which serves as a thorough website inventory, gives a bird’s-eye perspective of your work. If you’re looking for places to improve on your landing pages, infographics, blog articles, or videos, this comprehensive evaluation of your site may discover themes or areas you’ve unwittingly overlooked or overexerted resources on. Marketing professionals are prone to getting bogged down in the nitty-gritty of their content strategy, but an audit provides a more comprehensive view, allowing you to get new perspective on your existing marketing plan.

This type of viewpoint can eventually assist you in determining whether you want to go as is or whether you need to make some strategic prioritization decisions.

It identifies weaknesses and opportunities for better SEO.

In the absence of a regularly scheduled content assessment, you’re better off tossing spaghetti at a wall and seeing what sticks, as they say. Concrete, objective data from your audit will assist you in identifying which pages receive the most views, shares, and general user interaction, as well as which pages receive the least amount of attention. An SEO content audit reveals which pieces of content are the most and least effective on your website, allowing you to focus on the areas that require immediate improvement.

An audit gives direction for future content creation.

A website content audit might provide inspiration for future pieces of content by displaying your best-performing pages. For example, you could find that one blog post or article performed significantly better than others in terms of bounce rate and traffic. As a result of this realization, you should think about creating more content relevant to the issue or structuring future posts in a similar manner. Alternatively, your audit may show areas in which you have been neglecting to invest time and effort.

Free Content Audit Template

Are you looking for a template to assist you in organizing your audit data? For our readers, we at Compose.ly have created our own content audit template, which is, of course, completely free of charge. You may customize our template by adding or removing metrics as needed, as well as color-coding fields for greater visual clarity. As part of our free content audit template, we’ve also included a sheet for conducting a “competitor audit.” Categories may be added or removed in the same way that your website’s datasheet can be customized to meet your specific content audit requirements.

How to Run a Content Audit: A Step-by-Step Guide

Despite the fact that doing a content audit may appear to be a demanding task, you will receive several benefits from the exercise. Here’s everything you need to know to get started.

1. Collect data using a content audit tool.

Without site analytics, it is impossible to conduct a content audit. Collect and put this information into a spreadsheet for further use. As a result, your content audit will be built on this foundation. Despite the fact that it might be tedious, going into further depth will assist you in identifying the triumphs and failures of your material. Maintain your content classifications, such as differentiating landing pages from blog entries or categorizing blog posts according to their underlying topics, at all times.

Unfortunately, gathering site data is the most time-consuming step—but don’t let that deter you from getting started. There are several content audit tools available, both free and commercial, that give complete site statistics, such as Google Analytics, Screaming Frog, and SEMrush, among others.

Google Analytics(free)

Access to the variety of performance indicators supplied by Google Analytics is restricted to verified site owners only. For site owners, this is one of the most sophisticated analytics tools accessible, and it provides a wide range of data including audience interaction, traffic sources, and conversion rate (whether visitors to your site become paying customers). Check out the Acquisition dashboard in Google Analytics to discover how visitors are making their way to your website. Additionally, you can track and analyze the success of your material over a certain period of time—a tool that is very valuable for determining the long-term potential of your postings.

Screaming Frog (free/paid)

Simply enter the URL of your website, and the SEO Spider from Screaming Frog will crawl through its pages and elements to provide you with a thorough SEO assessment, including page titles and metadata. Crawling is limited to 500 URLs in the free version, making it perfect for tiny websites, but the premium version scans an infinite amount of URLs. Additionally, Screaming Frog allows you to export your crawl data into Microsoft Excel spreadsheets. Using Screaming Frog’s detailed output, you can easily identify and correct issues on your website.

SEMrush (paid)

Using SEMrush’s domain overviews, you can acquire detailed information about your website’s top organic keywords and backlink profile, which you can use to determine whether or not your pages are meeting their SEO objectives. Enter the URL of your website at the top of the page to learn more about your competition, what keywords your site ranks for, and how your site is performing in search engine results pages. Enter the URL of your website at the top of the page to learn more about your competition, what keywords your site ranks for, and how your site is performing in search engine results pages.

SEMrush’s Site Audit, like Screaming Frog, allows you to swiftly uncover faults that could otherwise go undetected, such as broken links and pictures.

2. Review your content’s performance.

Once you’ve collected all of your data, it’s time to turn it into actionable information for your business. Make sure you pay special attention to the SEO performance indicators listed below:

  • Top Keywords– The keywords and phrases for which a web page appears on search engine results pages (SERPs) are referred to as the top keywords. When a website achieves higher keyword ranks, or positions, on search engine results pages (SERPs), it indicates that the website is more relevant for a certain target term. Website visitors (users) are one of the most self-explanatory SEO metrics because they are visitors to a website. Pageviews– Also known as a page impression, a pageview is a metric that tracks how many times a person accesses a certain online page. As a result, a single user that visits a website many times will contribute to the total number of page views. It should be noted that unique pageviews are a different measure that counts the number of individual people who visit a website, regardless of how many times they do so. Bounce Rate– The rate at which people move away from a website after seeing only one page is known as the bounce rate. Although there is no definite answer for what constitutes an optimum bounce rate, you should aim for a value that is less than 50%. Average Time on Page– This measure relates to the average amount of time that people spend on a specific web page on a regular basis. It is possible that visitors are more engaged and interested in your content if they spend more time on your page. Links – Any form of link on your page should be taken into consideration for SEO purposes. Backlinks, internal links, and external links are all important factors in determining how well your content ranks for certain search terms. Investigate whether high-quality links are leading visitors to your website

All of these criteria give quantifiable indicators of the sort of material that connects with your viewers when they are combined.

After all, it’s reasonable to think that the more a user enjoys a piece of content, the more likely it is that they will return to it, linger, share it with others, and explore other pages on your website.

Perform a qualitative analysis of your work.

Following the completion of your content auditing process, there are several extra metrics to examine. This entails examining your material in light of many criteria, such as:

  • Messaging– Are your blog entries written in a tone that is consistent with the voice of your company? Are they in line with the requirements of your target audience? If there is a glaring mismatch between your user personas and your business goals, you may have to start again from the beginning. Clarity and Accuracy– Does your material provide information in a clear and correct manner? Keep in mind that excellent content is defined by Google as content that is clear, useful, and information-rich. Writing for the web that is brief and interesting, without wasting time with needless words and phrases, is effective copywriting. How skimmable is your content? How reader-friendly is your content? Bullet points, numbered lists, and subheadings are a writer’s greatest friend when it comes to breaking up a repetitive wall of text and making it more visually appealing
  • Nevertheless, they are not always effective. Writing mechanics such as grammar, syntax, and punctuation– How do the writing mechanics of your essay look? Mistakes in content make it appear unprofessional and not very believable
  • This might discourage potential buyers from purchasing the product.

Important Recommendation Don’t forget to record your findings and observations in your content audit spreadsheet so you can go back to them later. Some people may find it helpful to print out or create PDFs of their content and mark them up with their notes as they go through the process.

3. Analyze your competition.

Finding out how to enhance your content would be incomplete without conducting some competitive research first. After all, your competitor serves as a point of reference for what your target audience and Google consider to be useful. In addition to your website, you’ll need to gather information on your rivals. You can still utilize Screaming Frog and SEMrush to examine how their content marketing efforts compare to yours, even if you do not have access to their Google Analytics dashboard.

Screaming Frog

By utilizing Screaming Frog, you can quickly and simply reverse engineer your competitors’ content strategy and discover the themes on which they are and are not concentrating. Using Screaming Frog’s alphabetized list of URLs, which breaks down a site’s hierarchical structure, you may do this task. For example, some commonly used URL routes are as follows: The greater the number of URLs that follow a certain path, the greater the amount of content available for that specific category. Consider whether your own content priorities need to be adjusted if you see that your rivals have unusually extensive information on a certain topic.

SEMrush

With the use of SEMrush’s Gap Analysis tools, you can make your website stand out from the competition. It is possible to compare up to five domains using the Keyword Gap and Backlink Gap reports to determine which website has the upper hand. The Keyword Gap tool allows you to compare the performance of your website with that of four other competing sites. Additionally, SEMrush provides an SEO Content Templatetool to help you research your competitors. Enter your target keywords, and the tool will evaluate your competitors’ websites and provide content recommendations based on readability, text length, and other factors, among other things.

4. Conduct a content gap analysis.

While your content audit gives objective, quantitative data on how your site performs, your competitor audit acts as a point of comparison to identify areas where your site may be doing more effectively. In this regard, while reviewing your content and competitor audits, keep in mind the “gap” that exists between them:

  • Are there any particular pieces of content that is underperforming on your site? You can assess the effectiveness of your postings based on their search engine results, traffic, and social media interaction. If you have to edit, modify, or otherwise alter any of the text in any manner, here is the section to start with. What kind of material is performing well? It might be beneficial to know which pages create the most social media shares and traffic so that you can determine what is most effective with your audience in the future. Possibly, there is a pattern to these triumphs that you can use to inform your content strategy in the future
  • What types of material are you unable to find? To put it another way, what sorts of material do your rivals have that you don’t have is important. It’s possible that your rivals are targeting keywords that you aren’t
  • This is the “gap” that you must fill.
See also:  How To Outsource Your Content Marketing While Still Maintaining Quality? (Professionals recommend)

5. Create an action plan.

It is pointless to conduct a content audit if you do not do anything with the information gathered. Translate your observations into a plan of action based on the findings of your investigation. Following the completion of your content audit, you should take the following steps:

  • Renaming pages, improving meta data, and restoring broken links are all examples of minor modifications and tweaks. obsolete content should be rewritten or revised
  • Bringing together material from two or more sites in one place
  • Including photographs, videos, and/or other types of multimedia in your document
  • Repurposing a piece, for example, by posting fragments from it on social media or producing an infographic from it removing stuff that is unnecessary or redundant
  • The creation of new, high-quality material on a variety of themes

Establish content audit objectives for each piece of material that requires revision. Some examples of these objectives include increasing search exposure, enhancing SEO, and lowering the bounce rate of websites. If you make substantial changes to or remove any information, make a backup copy of the originals somewhere secure for future reference. Your new modifications may flop and perform worse than the original, and you may even find yourself referring back to the original in the future. Important Recommendation In the event that you need to make modifications, keep a note of the date and scope of your changes in a separate document.

An annotation function introduced into Google Analytics is specifically designed for this purpose. Later on, you will be able to use these notes to assess if your modifications had a favorable or bad impact.

6. Conduct another audit—later.

Don’t anticipate your site’s performance to remain on its present trajectory, given the frequent changes to Google’s algorithm and the rules of search engine optimization. Consistently doing a content audit should become a routine practice. This might be done biannually or quarterly, but preferably more than once a year is preferable. Keep abreast of changes to Google’s algorithm, as well as other pertinent industry news, to maintain your competitive edge. Large-scale upgrades will have an impact on your website’s search visibility and organic traffic, whether in a favorable or negative way.

Your content audit data will offer you with useful information into reader patterns as time goes on.

Final Takeaways

An effective content marketing plan isn’t something that stays the same for long. It is dynamic, continually adapting to suit the demands of its target audience as well as key search engine optimization improvements, among other things. However, if you don’t do a thorough content audit, you’ll have a difficult time fulfilling your content marketing objectives. Periodic reviews of your material, as time-consuming as they may be, are essential for determining which themes are most effective. Only from there will you be able to develop better content and achieve your objectives.

Please let us know by leaving a comment below!

How to Perform a Content Audit in 15 Minutes With a Template

Do you have a clear understanding of how well your content is doing on a macro and micro scale? You really should. Campaigns are essentially a shot in the dark unless something changes. Individual pieces of content as well as complete campaigns must be scrutinized in order to identify optimizations and mistakes. If you don’t, you may find yourself in a sticky situation. This is due to the fact that posting information without subsequently auditing it is a certain method to miss out on chances while squandering time and resources.

  1. It appears to be a tough task, doesn’t it?
  2. How are you going to audit all of that?
  3. In no way, shape, or form.
  4. In fact, you can do a content audit of your website in as little as 15 minutes.
  5. Please continue reading.

First, Download Your Content Audit Template

Do you have a clear understanding of how well your content is performing on a global and micro level? I think you should try it out. The alternative is to throw caution to the wind and run for your life. In order to identify optimizations and faults, both individual pieces of content and entire campaigns must be examined. If you don’t, you might be in for some trouble. For the simple reason that posting information without subsequently verifying it is a definite way to miss out on possibilities while squandering time and money.

Do you think it’s too much to handle?

How do you go about auditing everything? What if it takes weeks to complete the task. In no way, shape, or form! Contrary to popular belief, As a matter of fact, you can do a content audit of your website in less than 15 minutes. To see how, watch the video below. Continuation after that.

What is a Content Audit?

A content audit examines the content of a firm’s website as well as the overall performance of the organization. It examines all of their unique data, channels, and content in order to establish primarily two factors: what is working and what isn’t working. This enables a company to produce more content that is driving interaction while simultaneously reducing the amount of material that is collecting dust. It is also possible to do fully free content audits. You don’t need to spend a lot of money on pricey software or equipment, though they will be useful.

Here’s how it’s done:

Step 1: Create a List of Your Content Assets

The first step is to create a comprehensive inventory of all of the information on your website. While you could accomplish this manually with a little elbow grease, I highly recommend that you save time and energy by utilizing a free program like Screaming Frog to automate the process. When you run this extractor program, it will examine your website and identify all of the content, stats, and data it contains. You may obtain a copy of the document here. To begin, input a URL into the search field and press the “Analyze” button on your keyboard.

After that, filter the results by “HTML” and click the export option next to the dropdown menu to save the results as a CSV file.

When you upload the file to Google Drive, it will look something like this:I understand that it appears to be complicated, but I’ll explain everything later.

Step 2: Pull Google Analytics Data

You’re familiar with Google Analytics, aren’t you? Because the majority of marketers do, it plays an important part in content audits. If your organization employs another analytics solution, you may be able to obtain similar (if not the same or more) information there as well. However, for the sake of this lesson, we’ll be utilizing Google Analytics because it’s free and widely used. After it has been integrated into your website and data has been collected, there is no scarcity of information regarding the material you will have access to as a result of the integration.

  1. A few primary reports are required to be exported, including the ones listed below.
  2. To begin, navigate to the “Acquisition,” “All Traffic,” and “Channels” tabs on the left-hand side of the screen.
  3. To automatically create a file on Google Drive, click the “Export” button at the top of the page and select the Google Sheets option from the drop-down menu.
  4. Using this tool, you can keep track of all of the pages on your website, as well as their performance indicators.

Finally, choose the “Conversions,” “Goals,” and “Overview” tabs from the drop-down menu. This displays all of your goals as well as your performance statistics. This should be exported as a spreadsheet, and you may proceed to the next step.

Step 3: Pull Google Search Console Data

Google Search Console is a vital tool for content marketers since it records search data such as click-through rates, ranks, and keyword placements, among other things. If you do not already have one, you may set up for a free account and link a website through it. Following that, you will be required to validate the domain. To complete this step, navigate to the “Performance” page and make sure that both “Average CTR” and “Average position” are active. Select the CSV format from the drop-down menu at the top of the page after clicking the export button.

Step 4: Measure KPIs and Fix Issues

At this point, you’ve successfully collected all of the content data from your website and structured it into spreadsheets in a logical manner. But, you’re undoubtedly wondering, “What am I supposed to do with all of this information?” and that’s what comes next. Keep in mind that every organization has its own set of key performance indicators (KPIs), so you may need to customize the content auditing procedure to meet the needs of your specific metrics. However, there are a few that are applicable to everyone:

Auditing Metadata with Screaming Frog

Let’s start with the Screaming Frog crawl that you participated in. Let’s start with the title tags and meta descriptions, which are particularly important. These may be found in the corresponding column of the table. Starting with the title tags and meta descriptions, make sure you have them because they are required for SEO and user experience considerations. To ensure readability, title tags should be between 50 and 60 characters in length, and meta descriptions should be between 155 and 160 characters in length.

  • The 200 error code indicates that a website is operational and functioning as planned.
  • This is the consequence of broken links, incorrect URLs, and other issues.
  • Both are redirects, the first of which is permanent and the second of which is temporary.
  • Scroll down and check to see if the H1, H2, and H3 tags are present on the proper pages by scrolling down.
  • Correct any mistakes that you discover during this phase of the content audit.

Website Traffic

Let’s take a look at one of the most popular marketing KPIs available: traffic.After all, if you aren’t receiving any traffic, you won’t be able to generate any conversions, subscribers, or other forms of revenue.You can find this information in the Google Analytics report we downloaded in one of the preceding steps. To be more specific, it can be found in the acquisitions report, which will display all of the traffic that your website has generated in a specific period, along with each source.Use this information to determine whether your website’s traffic is increasing or decreasing, as well as which sources are generating the most traffic.Are there any channels that don’t appear to be gaining traction?

Consider reducing those while increasing your investment on the platforms in order to attract new users.

Bounce Rate

The bounce rate is the percentage of people that view a page and then exit without visiting any other pages on the website. Don’t be concerned if it’s too high. The answer is dependent on the next area and business you choose to enter. Although the typical bounce rate ranges between 70 and 90 percent, it is important to remember that It also makes logical sense. Users look for a topic, read an article, and then go on to the next. They may not necessarily be interested in continuing to read, but rather in finding the answer to their query.

  • Users will spend more time on your website as a result of this.
  • If you’re writing on social media marketing, for example, include links to other articles that discuss specific networks and tactics.
  • The meaning of an internal connection is ambiguous.
  • This is precisely why including a clear call to action can help you boost the number of internal link click-throughs.

Average Top on Page

Average time on page is a measure that is related to bounce rate that can be seen using Google Analytics. As you would have guessed, this is the amount of time people spend on a certain page. If you exported a behavior report, you will be able to see this number beneath the report’s heading. A good benchmark is anywhere between two and three minutes in duration. If the content on a webpage is of high quality and relevance, Google receives a direct signal in response. After all, if a user remains on a page for an extended amount of time, it is evident that the page is in-depth and worth reading.

Long-form content gives readers with more resources and information to digest, which naturally causes them to stay on a page for a longer period of time.

Backlinks

Links function similarly to a voting mechanism. Do you remember the reality television show Survivor? People were voted off the island, and only the victors were allowed to stay. Search engines, on the other hand, are the polar opposite. The greater the number of votes, the better. This is particularly true given the fact that quality backlinks continue to be one of Google’s core ranking considerations. Source: That is precisely why you must do an audit to determine how many links you are receiving, how effective they are, and where they are referring from.

I propose that you use a free tool such as SEMrush to examine your backlink profile.

Scroll down to the bottom of the page and click on the backlinks.

Have you been meeting your backlink marketing objectives? Is it true that keyword ranks are improving? Is your position of power growing? Use this information to identify which sorts of backlinks and tactics are most effective in increasing traffic.

SERP Click-Through

You have the potential to rank well on Google. That’s fantastic. However, it is not the panacea for all SEO problems that some SEO professionals believe it is. This is why it is important to monitor your click-through rate. This is the ratio of the number of impressions received by a keyword divided by the number of clicks received by that term. You may view the click-through rate of particular pages by visiting the Google Search Console data you downloaded and visiting the Google Search Console data you downloaded.

One method of optimizing organic click-through is to split test the text for title tags and meta descriptions, as these are the parts of the page that people are most likely to view.

In a similar vein, your primary keyword should be included in the meta description, which should be bolded as follows: In addition, I propose that you answer the following questions in the meta description and title tag:

  • Why should the reader click through
  • sWhat will they learn
  • What distinguishes your material from the others

Conversions

Finally, but certainly not least, conversions. This is likely the most significant measure to audit because one of the primary aims of content is to accomplish other objectives such as subscriptions or sales. Obviously, if it isn’t doing anything, there is a problem that has to be resolved. Conversions, on the other hand, are not straightforward. There are several types of conversions, including subscribers, sales, contact forms, downloads, and other types of conversions. As an added bonus, consider that the average conversion rate for a landing page is 2.35 percent.

Identify tactics for achieving long-term objectives that are lagging and for replicating successful ones.

Go Forth and Audit Your Site’s Content

Oh my goodness, that’s a lot to take in, isn’t it? Conducting a content audit might appear to be a daunting task. Isn’t it a matter of hours or days? In no way, shape, or form. Even in 15 minutes, you can get a fair sense of how well your content marketing efforts are doing in terms of results. It all starts with running your domain through a program like Screaming Frog, which analyzes all of its meta data to determine its overall health. Following that, Google Analytics and Google Search Console will give in-depth information into the success of your website and SEO efforts.

Make a note of anything that needs to be optimized and work with your team to address it.

So, what are you waiting for?

With the knowledge you gained today, begin a content audit.

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