A content audit is one of the most important aspects of content marketing. Effective SEO strategy depends on high-quality content, and one of the best ways to measure the quality of content is to conduct a content audit. It involves a thorough review of all aspects of your content where factors such as optimization, traffic, and relevance are taken into consideration. Expert content marketers in San Diego share a few tips on how to perform a content audit.
Create a Spreadsheet for Your Content Assets
Use tools such as Screaming Frog to find all URLs for your existing online content. Enter all of your URL data on a spreadsheet. WordPress has a content audit plugin you can also use to collect the same information.
Gather Important Data
Tap into your metrics to see how visitors are interacting with your existing content. Google Analytics is one of the most convenient tools you’ll need for this purpose. Most of the time, it makes sense to consider overall performance for both SEO and marketing purposes. Pay attention to things like:
- Length of time spent on each page
- Bounce rates
- Traffic patterns and conversions
- How people are finding your content (external links from other sites, search results, links from your blog or social posts)
- Views and social shares
- Page titles and meta descriptions
Analyze Your Data
Add an “action” column to your spreadsheet with all of your data to determine whether your content is “fine,” “needs update or adjustment,” or “needs to be removed.” Determine how your content is performing by keeping your goals in mind, and focus your attention on content that does not meet your goals. A content audit can help you decide whether to:
- Do A/B testing with different forms of the same content
- Produce more relevant content on a regular basis
- Remove or repurpose outdated or under-performing content
- Change the type of content you produce (e.g. adding more images and videos)
Over time, your website or social media content can become outdated and irrelevant to your intended audience. As a general rule, it’s a good idea to conduct a content audit periodically as new content is added or whenever you make significant changes to your online engagement strategy.
At Saba SEO, our search engine marketing team performs content audits on a continual basis, observe the results, and take corrective actions to improve your content quality. We can monitor your website and social media accounts and provide fresh, high-quality, and optimized online content that engages your readers and results in high conversion rates. If you need reliable and experienced professionals to review your engagement strategy and offer recommendations, call us at 858-951-1717 today.