An SEO content audit is the process of analysing and improving the SEO performance of a website's content pages.
Content auditing is important because it allows you to identify the strengths and weaknesses in your SEO strategy. It can be used to discover a range of things:
There are a few different types of content audit that you can conduct to discover the above.
This kind of audit allows you to discover and analyse what your competitor’s SEO strategies look like. Websites can then evaluate how effective their competitor’s strategies are, and tweak their own in response.
A technical audit allows websites to zone in on any technical issues that are prohibiting crawlers from crawling your website correctly, and amend the issues.
This allows websites to assess the quality and relevancy of their content, and enhance it if it is poor quality.
Conducting a link audit can help a website identify if it has links that are undermining its ability to rank, for example any broken or bad links.
This is especially important for local businesses, and allows them to see whether or not they are optimised to target the right audience.
Content auditing is not a simple or easy process, but it’s one that will pay off!
First you need to identify what element of your SEO you want to audit and transform, be that conversions, engagement, or ranking.
Then, when you have decided you need to collect the metrics you will measure - these come in four forms:
Bring together all of your web page URLs, and categorise the content of the URLs into different groups. For example, looking at the number of words, the meta data, the format of the content and the date of the last time you made changes to the web page.
Use a spreadsheet to organise all of this data, it will make things easier.
All of this can be done manually or through a content auditing tool.
After you’ve gone through the mammoth task of collecting and organising your data, you need to analyse it.
There are a wide range of tools that can help you with this. These include
Once these tools have given you insight into your data, you need to decide how you are going to act.
Does your content need editing? Is it not adding any value? Then you should delete it.
Once you have assessed what you need to do, you should spring into action. This might be adding visual elements to entice your users, or optimising your meta data.
Any holes that your audit may have exposed need to be fixed and worked up to ensure the ongoing optimisation of your website.
Need someone to step in and do your site’s content audit? Give us a call and we can set you up with a team to do just that.
If you’ve already got a team, why not hook them up with our training courses where they can get the latest marketing practises for your business to improve everything SEO.