5 Ways to Perform an Effective Content Audit (FREE Template Included)

5 Ways to Perform an Effective Content Audit (FREE Template Included)

Ever heard of the Pareto principle or 80/20 rule?

It’s the theory that states that roughly 80% of the effects come from 20% of the causes.

Why am I telling you this? 

Because it applies to your websites content.

Take a look at your content. How well is it ranking?

If you’re not ranking in the top 10 on Google for your main keyword or, even worse, you were ranking but you aren’t anymore, then maybe it is time for a content audit.

Pareto principle

In this article you will learn how to find content in need of a refresh, how to actually go about improving it to boost your SEO as well some useful content re-optimisation tools. 

Sound good?

What Is A Content Audit?

A content audit is an exercise in which you evaluate the performance of your existing content (blog posts, FAQs, guides, lead magnets etc.), identify its weaknesses, and make improvements.

These improvements are done by adding new content, editing the existing content, or refreshing and updating your published content to make it more accurate and relevant.

It is one of the low hanging fruits in SEO and content marketing.

Why?

Because your old content is already indexed in Google Search (even if it’s nowhere near page 1), ranking for a few keywords, and pulling in some traffic.

Plus, it’s much more cost-effective to edit and upgrade old content and build on its success instead of creating a new piece of content from scratch.

Just a word of warning though:

A content audit/refresh doesn’t mean completely gutting your old stuff to make way for the new. 

This could seriously impact your rankings and traffic.

Instead, think of a content refresh as a chance to improve content and bring older pieces up to the standard of newer ones.

But why should you do this? I’m glad you asked:

Why content (sometimes) needs refreshing

Sometimes content needs updating because of increased competition, maybe you’ve recently purchased a site and it is poorly optimized, or the content could be improved by sharing more examples or stats or maybe the information is simply outdated. 

In some cases, you might update your content even if it’s ranking well and bringing in a lot of traffic just to strengthen your position even more.

To start your content audit, you first need to find the content that needs to be improved.

To be more specific look for the following things in your content.

  • Loss of organic traffic or possible even NO organic traffic.
  • No direct engagement (low time on page and other engagement metrics).
  • Little to no social engagement. 
  • Poor post metrics. 
  • No follow through to content despite social promotion.

How to find underperforming content

Now you know what you are looking for, it’s time to get to work.

Here is what you’ll need:

First you need to make a copy of the Google Sheet. 

Now it’s time to gather up your website data and add it into this sheet:

Step 1 – Get Google Analytics data

First up, we need to get pageviews from Google Analytics:

  • Go to Google Analytics >>> Behavior >>> Site Content and the select All Pages
  • Change your date range to show the last 6 months of data and hit apply.
  • Depending on the size of your site: select more rows to show. I like to show 1000.
  • Now export to CSV.
  • In the sheet, go to the analytics tab. Click File >>> Import
  • And make sure you select ‘Replace current sheet’ and then Import data.

Step 2 – Get Google Search Console data

Next up is to head over to Google Search Console:

  • Select your site
  • Got to the Performance report
  • Make sure all the metrics are selected (clicks, impressions, CTR and average position)
  • Change the date range to Last 6 months
  • Now select Pages and export (the small arrow above the data)
  • In the sheet, go to the search console tab. Click File >>> Import
  • And make sure you select ‘Replace current sheet’ and then Import data.

Step 3 – Run your URLs through Ahrefs batch analysis

This is an optional step. 

If you don’t have access to Ahrefs, the spreadsheet will still work, you’ll just be missing some keyword and backlink data.

We’ll be using the Batch Analysis tool that quickly gets a bunch of data for domains or URLs in bulk. To get it setup:

  • Go the the Batch Analysis tool over at Ahrefs
  • In the Overview tab of the sheet, copy the URLs (column B)
  • Paste them into the batch analysis box.
  • Underneath there are three option boxes, make sure you set it up like this:
    • Protocol – As specified
    • Target mode – Exact URL
    • Index – Live
  • Now hit analysis
  • Now export
  • Go back to your sheet and go to the ahrefs tab. Click File >>> Import
  • And make sure you select ‘Replace current sheet’ and then Import data.

Now you’ll have a finished spreadsheet full of underperforming content that is ripe for a content refresh. It should look something like this:

Content Refresh Finder

What does this spreadsheet show you?

This Google Sheets template gives you a quick top level view of your site and how it is performing.

It shows your website’s:

  • Top 100 viewed pages
  • The average position in the SERPs
  • How users are interacting with your site on Google
  • How many backlinks it has
  • The keywords it ranks for

At a glance, you’ll be able to look for pages that are in need of a refresh. Here’s just a few ideas of things to look for:

Pages that have high impressions but low CTR.

Low search CTR means that people are seeing your site in search results but not clicking on it.

low CTR High impressions

There are three things you need to see here

  • Are You Ranking For The Right Keyword?

Does your site match the searcher’s internet for this keyword? Does your page have the answers the searchers of this keyword are looking for?

For example, you might have a site about fruits and nutrition that’s ranking for the keyword “apple benefits”.

But what if all the other results are about Apple the tech company?

That’s just an example.

But it’s possible that you’re ranking for the wrong keywords which is why no one’s clicking on your page.

In that case, try aiming for long-tail keywords on the same topic that are more descriptive. 

  • Improve Your Page Title: 

Does your page title clearly tell the visitors what it’s about? Does it create a sense of curiosity? Does it make a promise? Is it using power words to drive action?

Without creating a power title, you’ll always struggle to drive clicks on your search result even if you rank for a keyword.

Here’s a really good resource for creating blog headlines.

  • Write An Engaging Meta Description

Does your page have a meta description?

If it doesn’t Google will use the first few lines of your page as the default meta description.

And that’s not good from your perspective.

Meta descriptions do not impact search rankings directly. But thy have a huge role in driving clicks om your search result.

You need to write an engaging meta description that immediately makes a promise and entices the searches to click on your search result.

This is the place where you need to show your creative writing talent.

If your target keyword has sponsored results from Google Ads, look at the meta description they’ve used because advertisers pay a lot of money to test and optimize their ad descriptions.

Pages with crazy good CTRs

It’s always good to be on the lookout for outliers. Sometimes you’ll have a page that gets a really high CTR (or other metric). 

It’s worth digging down into this and to try and reverse engineer what is working for other pages.

high CTR pages

For the pages that are driving traffic, you need to pay particular attention to Bounce Rates

If the Bounce Rate is higher than your site average, it means the visitors are not finding the information they’re looking for.

In this case, you need to improve your content and make it more valuable. Try to highlight the key items of the page at the start so that the visitors know their desired information is available.

If the Bounce Rate is fine, see how much on-site conversions this traffic is driving (for example, visitor to email subscriber conversion, clicks on internal links, etc.)

The pages that are driving search traffic are your biggest assets. Always use content upgrades, lead magnets, internal links, and CTA to convert them into something more meaningful for your business.

Pages ranking for lots of keywords

If you find pages that are ranking for lots of keywords and have a decent CTR, but aren’t retaining the traffic or routing it to the other pages on your site, then these are definitely pages ripe for a content refresh.

Chances are you need to add more content to the page and/or target the keywords better.

pages ranking for lots of keywords

The easiest way to do this is by analyzing your closest search competitors.

See how they’ve structured their content and what’s their main value proposition.

Structure your content on their model and try to offer something valuable to your visitors so that they stick on your site.

5 ways to perform an effective content refresh

Okay, so now you know what content refreshing is, why it’s important and you’ve (hopefully) identified your target pages. 

Now starts the actual refreshing.

When it comes to actually refreshing your content, you’ve got five types of things you can do to boost it.

  1. Expand your content
  2. Update your content
  3. Optimise or re-optimise
  4. Merge it
  5. Promote / build some links

Let’s look at these in more detail.

#1 Expand your content

Expanding your content is the most common way of refreshing a post. 

Sometimes you just need to write something longer and more in depth.

There’s lots of data to suggest that content needs to be longer in order to rank highly. 

In fact, if this Backlinko study is to be believed, the average word count of a Google first page result is 1,890 words.

google position

Longer content also tends to attract more backlinks and generate more social share.

And it makes sense.

Content that is more in-depth generally offers more value to the readers as a result of which more people link to it.

Your starting point for expanding content is keyword research.

You need to know if your content is or isn’t optimized for any of the keywords that are going to drive traffic to your site.

By performing keyword research, you’ll be able to see what gaps are in your content you can fill in.

However, avoid just expanding content for the sake of it. Be critical and ask yourself: 

Should I expand this post?

Are there questions about this topic that I haven’t answered?

Is my resource giving comprehensive information to the readers?

An easy way to find this is by looking at the “People also ask” section of SERPs for your target keyword.

In this section, Google lists the most common questions people have about a topic.

Quickly go through the list and see if there are any angles or topics that you can add to your content to make it more valuable.

Maybe your original post lacked context or needed some supporting info to make it more relevant, or perhaps missed out a topic completely.

Either way, be sure to do a quality check on your content before diving in and expanding it.

Another aspect of expanding your content is to add things that make it more impactful and credible.

For example, if you’ve shared a strategy or tips about achieving something, why not share a couple of real-life examples with it to give the readers more value?

Similarly, if you’ve made a claim or shared an opinion in your content, why not back it up with solid research or scientific data evidence so that your arguments become heavier.

These things make your content more effective and leave an impact on your readers.

#2 Update your content

Google likes fresh content for some searches and sometimes information can become outdated.

Moz Fresh Score

Here’s the type of posts you should look out for and consider updating:

  • Posts that mentions of dates
  • Posts with lots of screenshots (especially of software tools as these get updated and re-skinned)
  • Outdated information
  • Topics that have since changed

You want your content to be as accurate as possible for both users and Google. 

It’s quite common that over time information in content can become outdated.

Here’s a quick list of things you can change, add, or remove from outdated posts:

  • Remove any content that is no longer relevant.
  • Update any outdated content.
  • Replace outdated data with up to date ones
  • Update screenshots if things have changed
  • Add any new best practices that have emerged (things in SEO change fast)
  • Check and update internal links
  • Potentially update CTAs

#3 Optimize or re-optimize

Sometimes content drops off because it could be better optimised. 

On-page SEO plays a big part in how your content is performing, so make sure to check the following for the best rankings:

  • Ensure the title tag includes the main keyword.
  • Use a H1 that also includes the main keywords.
  • Add a meta description.
  • Use variations of your main keyword in subheadings.
  • Add keywords to the URL (but keep it short)
  • Optimise images – compress them and add relevant alt text.
  • Check on technical issues like page load speed
  • Make sure your site uses a responsive design that’s easily accessible from mobile devices as well.
  • Add more internal links to your content wherever they make sense.

Another easy way to improve your ranking is to look for the keywords that you’re already ranking for in search results on Page 2 and 3.

You can find them in Google Search Console.

You’ll be surprised to see that your content might not even be optimized for some of the keywords you’re ranking for.

Filter them out and naturally include them in your content where they make sense.

#4 Merge Similar Content

So you’ve been blogging for a while and now your website is full of content.

Chances are though, there will be some duplicate or overlapping topics going on.

If this is the case, consider merging multiple blog posts together.

Having one strong resource on a topic that covers it in-depth is better than a handful of articles that all include roughly the same information.

If you’ve done your keyword research, you should have a list of related keywords, so should be able to plan out what keywords can be grouped together in a single post. You can then scale this by using content templates.

The end goal here is to have a few high-quality articles on your site vs lots of mediocre ones.

#5 Promote it / Build some links

Sometimes, a new round of promotion and link building is all that’s required.

If you are looking to perform a content refresh on old content, chances are you have published lots of new content since them. 

This is a great opportunity to build internal links to it.

A quick site search will show you lots of internal link opportunities. Just head to Google and search:

site:URL KEYWORD

(example site:rankxl.com content marketing)

Switch out KEYWORD to the main topic of the post you want to build links to. 

Google will show you the pages on your site it thinks are related. 

These make great targets to go add internal links from.

Don’t forget you can also re-promote old content to your email list of on social media as if it was new content and even consider driving paid traffic to it.

For higher competition keywords, you might need to build some new (and more powerful) links to it like via methods like guest posts or running some broken link building.

Don’t forget, the type of site you want to improve will dictate the type of links you need to build to it. 

A local lead gen site needs local links, whereas a more recognized branded site could use unlinked brand mentions whilst an affiliate site might be better off with white hat outreach.

Consider this before blindly going out and building any links you can.

Sidenote: 8 tools to help improve your content

Updating your content can be hard work.

Thankfully, there are some useful tools out three to make your life a bit easier.

Here’s a brief list of free and paid tools you can use to help improve your content:

  1. Google Analytics [FREE] – see how many people are visiting your site + other metrics
  2. Google Search Console [FREE] – see how your site is performing in search engines
  3. Ahrefs [PAID] – use this for keyword research and for spying on competitors
  4. Clearscope [PAID] – an AI tool to get the most out of content
  5. Frase [PAID] – a cheaper AI tool for analysing content.
  6. Headline Analyzer [FREE] – see how you can improve your headline/page titles
  7. AnswerthePublic [FREE] – use this to find question-related keywords
  8. Buzzsumo [PAID] – find what content is working well in your niche.

Summary

Refreshing pages doesn’t have to be a chore or seen as a step back. 

Sometimes, refreshing old content will have a more positive effect on your traffic than creating more content. 

Afterall, 80% of your traffic is likely to come from 20% of your content.

Remember: SEO is not a one time task.

It’s an ongoing process.

To get the most from a content refresh, get in the habit of performing one on your site ever 3 – 6 months.

There’s always room for improvement, you just have to look in the right places.

jake

About Jake

Jake is a marketer, writer and spreadsheet wrangler who runs Sheets For Marketers. He’s a fan of dogs, SEO, and pizza. Sometimes at the same time. 

7 Pro Tips to Create a Presentation For Effective Communication

7 Pro Tips to Create a Presentation For Effective Communication

Do you want to create a presentation for lasting effects?

Do you want your target consumers to take necessary actions just based on your presentation?

Read and find out tips for an excellent presentation. Get to know also, why in today’s high tech world presentation is an essential tool for business.

A presentation is one of the many ways of reaching to your target audience. Nowadays it has become a crucial part of everyday business operations. But creating a presentation is no easy task. In this fast track life, nobody has enough time to spend on anything that is uninteresting and doesn’t serve their purpose. So, as a marketing professional, you should look for ways to create a presentation that is engaging and effortlessly captures your audience’s attention.

Presentations are visual displays that combine several graphical images and stylish texts. To make it attractive and visually appealing, you need to use each element imaginatively. Choosing the right presentation tools like Powerpoint Online or Google Slides  will enable you to produce creative powerpoint presentations.

If you want to make a PowerPoint presentation enticing? you can check out the elements and strategies used in the award-winning PowerPoint presentations.

When you create a presentation, you need to understand what you would deliver?

How would you like to inform your target client about your product and services?

Here we have compiled unique powerpoint presentation ideas only for you.

Presentations can be of three types- analytical, informative and persuasive. All your design principles would depend on the type you choose.

Every presentation should have an exciting story to tell. Weave your thoughts with the format, and design each element. As you create a presentation, it’s necessary to understand audience’s psychology for presenting the best content.

tips-to-create-a-presentation-for-lasting-effects

Take a look at the 7 Pro Tips to Create a Presentation For Effective Communication:

1. Create your presentation keeping audience first

The audience is key to success in every business. You organize a presentation session to inform your target audience about your product and services. Hence, during a presentation, your primary focus should be on your audience. Delivering a slideshow is an easy task, but satisfying your target clients is tough.

How to put your audience first?

Don’t make your presentation only a long list of products and services.

Engage your audience with your performance.

Make it an interactive and exciting session- e.g. before delving into the product’s features, ask your audience what kind of features would they expect from the particular product.

2. Share your presentation for greatest success

Your primary focus of creating a presentation is to inform people worldwide about your brand. How do you do this? Share a presentation online, bring more and more people to your company and brand through proper presentation distributing platforms. Needless to say, before incorporating social media into your presentation, first its essential to identify the channels where your audience is present.

However if you are using SlideShare to upload your presentation, here are three main ways how you can better share your presentation:

  • You can share the URL through email.
  • Use the social media SlideShare Share buttons.
  • Embed the SlideShare on your site or blog too.

share-your-presentation-for-greatest-success

3. Include Links in the presentation for effective communication

When you share your slides online, you need to incorporate clickable links so that clients can get more information on your company and brand.

These links are helpful to direct the audience to your company’s website as well as to other additional resources which are vital for their use. Presentations become useful when you include a link in the ‘ call to action’ button. However, it’s essential to understand that links don’t work in the first three slides of a SlideShare presentation.

There’s a specific trick to follow if you want links to work on all slides in a SlideShare display:

Before uploading a presentation to SlideShare, use presentation authoring software to create links. This way all links will work correctly in SlideShare.

4. Incorporate Call to Action message

Presentations become effective when you include ‘Call to Action’ in it. A ‘call to action’ approach directs your audience to further action. Guiding your audience to the next step is important because without proper advice your audience might not respond to your efforts in the way you expect them to.

Create a presentation with a call to action typically placing it at the end of the slideshow. Be clear with your message- make it clear and noticeable. A pro tip is – ‘If your presentation is lengthy then it’s better to add the message in the middle for a more effective result.’

5. Engage your audience with an spectacular design

Design is another vital criterion for a successful and productive presentation for business communication. Undoubtedly we all work to make it visually appealing. However, you must find out what are recent design trends today. What colors have more effect on your prospective clients? You are aware that a poorly designed presentation would reflect a gruesome image of your company.

  • Identify the perfect slide ratio:

Slide ratio is essential for both online/offline presentations. Mainly three aspect ratios are considered to be perfect for creating a compelling slide story- 4:3, 16:9 and A4 Print Ready. However many users are of the view that the 4:3 slide ratio is essential nowadays.

A presentation is primarily for grabbing the attention of the target clients and informing them about your company brand in an engaging way. Do you know the use of colors plays a huge role in capturing the attention of your audience? According to psychology, there are a few particular colors that have a dramatic impact on the audience. Regarding the uses of useful colors, a stunning example is cited in the blog ‘Color Psychology – What Colors Make Great’ by Noah Zandan. He explains that colors like red, blue, green and purple can influence the potential clients’ buying decision and further move him up to the purchase funnel.

colors-plays-a-huge-role-in-capturing-the-attention-of-your-audience

  • Fonts also play a crucial role:

Presentation is a beautiful concoction of your public speaking skills and efficiently designed slides with readable fonts and impressive colors. Hence, when you create a presentation, you need to choose a font that can interest your client. Research has proofs that San serif font styles like Helvetica, Verdana or Calibri are more preferred by an audience. These fonts are also easily readable online.

  • Design slides with both (online and offline) audience in mind:

The best way to make a presentation is to create it for both online and offline audience. For creating a web-friendly design, keep the composition elements simple. Create SlideShare designs only with one or two main elements per slide. Envato Elements is an excellent source where you can find essential quality graphic elements.

  • Use high-resolution images

Images are a crucial part of your presentation. Hence you need to focus on using high quality images. Plan and incorporate visual content into your presentation with high-resolution photos. Besides every other element, crisp and clear displayed images are out to capture your clients’ attention and compel them to take an interest in your product.

6. Create your presentation with multimedia

If you incorporate multimedia, a visual presentation tools for your presentation, it becomes quite engaging and entertaining. According to surveys, the audience often prefers presentations that have some element of multimedia in it. This feature helps people to understand the theories that you explain. It is said that any online marketers have only first 15 seconds to make an impression on his client. Hence, in these 15 seconds if you can team up your presentation with the multimedia presentation, at least it would create a welcoming atmosphere and keep your audience glued to your presentation.

create-your-presentation-with-multimedia

7. Choose the right presentation software

Choosing the right business presentation software tool is essential for effective communication. A presentation can become the useful model for information dissemination when it’s made using software with engaging visuals and animations. Hence, it’s necessary to choose the right presentation software tools to influence prospective clients’ attention and engage them accordingly. Besides the widely used Microsoft Powerpoint, there are several popular software tools online that can help you create an impressive presentation.

Here’s a list of the best business presentation software 2018 where you can find the best business presentation templates to influence your prospective customers.

A. WPS Office – offers free software for your presentations

WPS Presentation is ideal to use for your next presentation because it’s compatible with PPT and PPTX files. It’s free software and you can find an assortment of impressive templates, animations and range of transitions and effects. In addition to that WPS office has the facility for helping you embed numerous different file types- ( such as Flash SWF files and many other video formats).

B. LibreOffice Impress: offers stunning visuals and graphics

LibreOffice Impress is also a free presentation software that is known to impress the audience with its stunning visuals and graphics. This software is known to have features like import compatibility with Keynote files, export formats including SWF and also it provides full support for embedding fonts effortlessly in your presentations. LibreOffice Impress is an entirely free open source software. However specific features of the modern PowerPoint versions such as collaboration, internet broadcast and animated diagrams are not available in LibreOffice.

C. Canva: for a smart and stylish presentation

Canva enables you to create smart and stylish presentations in your browser ideal to help you make a difference amongst competitors. Canva is a user-friendly software that offers its service mostly for free account holders when you get started. If you look for exclusive designs, you can become a premium account holder and enjoy more options.

D. Prezi : create slick presentation with traditional slides

Prezi takes your presentation to the next level. This is next generation software using it you can create presentation extremely differently. This software enables you to create an eye-catching animated presentation and make your presentations public by default.

To conclude

Presentations are spectacular ways to connect to audience. But to make it more engaging and compelling, use tools and software for your next slideshows. Presentations have three main purposes – to inform, to persuade and to build a good will with your clients. Therefore, you need to create attractive ones. The above pro tips will guide you and help you create enticing presentation and target a diversity of audience.

Want to create an engaging and irresistible presentation? Infographic Design Team has a talented pool of designers who will assist you to create the best presentation with world-class design ideas.

Content Audit: A Must for an Effective Content Marketing

Content Audit: A Must for an Effective Content Marketing

A content audit is the foundation of content strategy and it governs content marketing. It’s the practice of evaluating elements and information assets of a content. This methodical auditing process enables the webmasters to publish relevant and correct web content.

With Google’s major algorithm updates recently it has become mandatory for every webmaster to put more emphasis on presenting high quality web content to their audience. Or else Google penalizes those who don’t devote enough time in producing valuable web materials. This activity has taken a toll over the last couple of years and webmasters must take this into account for effective web content management.

Google Panda’s updates make things more complicated and hence high quality content becomes paramount. According to Panda’s recent updates- it would reward high-quality websites and belittle the presence of low content-quality sites in Google’s organic search engine results or SERP.

Following are the criteria depending on which Google Panda diminishes websites:

  • Thin or weak content structure
  • Duplicate or copied content from other sites
  • Low-quality pages that lack in-depth information
  • Lack of authority or trustworthiness
  • Content farming process or a massive low – quality pages gathered from other websites
  • Low-quality user-generated content
  • Content mismatching search query – Pages that make a false promise to the audience on search results but provide irrelevant contents leading to disappointment to the viewers.

Therefore, the entire scenario has given rise to the concept of a content audit.

content-is-the-king

Content Audit: A must for an effective Content Marketing

A content audit is a content review process of scrutinizing all contents on a website and assessing those to identify their relative strengths and flaws for further prioritization. The content analysis steps include qualitative assessment and evaluation based on the Key Performance Indicators (KPIs). Content audit for the website is necessarily a qualitative analysis of all the content on a site or social media presences.

Similarly, a web content also must go through the quantitative analysis to rank higher in SERP. Content inventory handles the process of quantitative analysis of a website. A content inventory is essential while doing a content audit because the process creates a log of all the content on your site- typically that include texts, documents, images and applications.

With Content inventory process you start with a website review, the system logs the records on a website for your reference and makes it convenient for you to perform a content audit. Further, this process of evaluation enables webmasters to take stock of onsite contents/content on print and decide for fruitful content solutions.

Why should you use content audit

Content marketing plays a huge role in the brand promotion and developing business recognition. A business shares relevant contents in the form of (texts, images or visuals) to its audience through various media- print (marketing collaterals), social media or website to tell them about the company, the products and services, It also offers other essential information that might benefit the readers too. Developing a content marketing strategy is quite critical because presenting valuable contents to the audience is a necessity.

content-marketing

Develop an effective content strategy and take your business to the next level.

A content audit provides an answer to the question – if the content is of any good or not.

Derek Slater states that with content audit you can find answers to the following five questions:

  • What content does the website already has?
  • Who is making this content?
  • How people find the content?
  • How is the content performing in a search engine?
  • Is the content current or an outdated document?

A content audit has become an integral part of content marketing. There are specific best practices which you need to follow if you want to rank in search results. By investing a little time, you can produce perfect and accurate materials for digital and print media.

Let’s delve into the purpose of a content audit that affects your SEO:

  • Find out ways how to escape a search engine ranking filter or penalty
  • Discover those contents that need editing to enhance the quality
  • Review those contents that require updates
  • Consolidate those contents that have overlapping topics
  • Removing materials that are no more relevant to the site
  • Determine the following content gap opportunities:
    a) Content ranking for which particular keywords.
    b) Which page adds to the strength of a domain and what should you do to leverage them.

How to conduct an audit

There are some services and tools to conduct a content audit. Additionally different medium requires separate treatment. Several content marketing experts suggest about two types of auditing processes – a full content audit and partial audit.

As the names imply, a full content audit is a comprehensive evaluation of a web content whereas partial review focuses primarily on a subcategory of the site. Moreover, there are content sampling that examines samples of content. You may select any method according to your requirement.

It’s quite natural for you to look for content audit best practices. Here’s a detailed website content audit checklist which you may refer to and conduct content audit efficiently.

Checklist 1: Deciding on the following audit goals and essential metrics before beginning the audit process

  • Determine web pages with high SEO potentials
  • Infer what kind of content update you require to make it more valuable
  • Assess and optimize internal content linking
  • Find out the most engaging types of content for the audience
  • Identify those topics that are sure to interest your visitors
  • Figure out what kind of content generates more engagement amongst your audience
  • Discover the best lead generation content
  • After determining goals correlate with relevant content metrics

discover-the-best-lead-generation-content

Checklist 2: Creating an inventory of all published contents

Before starting with the audit process, it’s essential to collect URLs and data. Decide what kind of content you would like to review – the list can be huge: landing pages, internal content, blog posts, product descriptions, educational materials. Here’s the checklist for completing the evaluation process efficiently.

  • Gather URLs of those contents that you want to assess. You can use website analytics to audit your content. Additionally, it would provide you with the list of important web pages.
  • List the names of the content with the help of an online tool or a spreadsheet to sort them by different criteria.
  • Create the content audit worksheet based on the following categories:
    • Stages of a buyer’s journey
    • Type of post- blog/product description/ landing page
    • Format of the post- text/images/videos present
    • Word count
    • Publication dates and/or last modification dates

An example of HubSpot content audit process and the content audit worksheet.

content-audit-worksheet

Checklist 3: Collecting and assessing all Data

Data collection is a tedious process and requires extensive research. Hence you need to use content audit tool to collect data based on your goals and metrics automatically. One of the best and most used tools that help in effective audit process is SEMrush. Using this tool you can find data of social signals from Twitter, Facebook, Google+ and  LinkedIn, backlinks, as well as user signals – for e,g average session duration and bounce rate. Finally, using each of your collected data and metrics, start to assess each piece of content according to your goals- which ones to keep, ones to update and ones to remove.

Checklist 4: Presentation of the summary and  reporting

After completion of all the above steps, write a report and present a summary of the entire process. Include details of your content audit criteria etc. Create recommendations for the contents of internal audit report and summarize your findings.

Rounding off

A content marketer today needs to understand the importance of content audit. Every business owner must have an in-depth idea of the major aspects of auditing and evaluation. He must consider the process for immediate use to streamline his content marketing strategy. The old websites that have extensive content structure require pruning. With this fruitful content marketing strategy, these websites can develop value and weight.