If Content is the king, then SEO is the Kingdom, without each other, they are useless. That’s why you need to stay steady with your content marketing technique.
In earlier days, high volume articles and link building were all you required to increases the rankings. But now, Google’s search algorithm and its scaling system need high-quality content and appropriate links, well, it’s now quality over quantity.
What Is A Content Audit?
Executing a content audit is one way to assure your technique to complies with the latest SEO tactic. The goal is to assess the overall performance of all content on your site.
It highlights which content should be restrained, omitted, edited, compressed, or shifted. With this procedure, you can fix underperforming pages and optimise containing content to increase your website’s authority, relevancy, and view.
It is must that your SEO content audit is capable of answering the following questions I.e.
- Which content technique performs well?
- What topics generate more engagement?
- Which posts are outdated (SEO-wise)?
- Which content is nowadays meaningless to your niche?
- Why do some pages have huge impressions but generate few conversions?
All in all, a website content audit offers you with the in-depth idea that assists you in improving your SEO processes. It provides you with what you require to learn the right “formula” for both your SEO and content marketing campaigns.
Content Audit: Step-By-Step Process
The procedure may look intimidating, but utilising the right content audit tools will ease some of the work for you. To onset, divide your SEO content audit into three major parts
- Inventory & Audit:You have to create a list of all your indexable content. Make sure to keep a separate audit for crawlable content and one for indexable content, for different positive results.
- Analysis & Recommendation:You require to build a plan of actionable steps based on the data garnered. Every step should be simple and easy to execute.
- Summary & Reporting:This part of the audit is where you put the executive summary of your results and suggestions concurrently.
Below, now we have brought you the Step-by-step direction to conduct your content audit.
1. Inventory & Audit Phase
Content index and other substantial metrics begin with crawling the site. Earlier, we spoke of having a distinct audit strategy for indexable and crawlable content.
When conducting audits processes, make sure you have clear objectives in mind. This will help you simplify the process. For technical SEO site audits, concentrate more on the crawlable content. If you aim to improve content strategy for SEO, just focus on the indexable content.
STEP 1: Crawl All Indexable URLs
Many experts utilise a full Screaming Frog crawl to create indexable URLs. Take remark; however, there’s still a chance of losing some indexable content.
For eCommerce sites, export all commodity and category URLs. Single out the list for the primary URLs. This enables you to reduplicate the significant URLs and generate a further in-depth list of indexable URLs.
STEP 2: Generate Additional Metrics
Most of the crawlers give only the essential on-page metrics like titles, inscriptions, metadata and word count. It is must to get more inclusive data on the internal and external links.
Although this might includes traffic inspections, content originality, and engagement. Also, this will helps you build more careful suggestions for the content audit project.
Every procedure may differ, but it’s nice to use extra tools for calibration. Utilising URL Profiler fills out nicely with Screaming Frog as it merges skillfully with all the necessary APIs.
After obtaining the Screaming Frog scan, send out the “Internal All” file. After that, you can utilise this later on, as the seed list in the URL Profiler. Integrating these tools assures you’re not losing any indexable URLs.
2. Analysis & Recommendation Phase
Maintaining this real-time data at your fingertips makes it simpler to assess actionable things and offer recommendations.
Step 3: Create a Dashboard
The essential thing here is to govern the URL list with certain types and benefits. This makes it simpler for you to form or filter data in the spreadsheet.
To avoid differences or losing data, an issue that frequently arises when instantly importing the files to Google Sheets, though it is best to consider functioning on the Excel before uploading in Google Sheets.
Perhaps, if the list is too lengthy, then its good to work on multiple spreadsheets. Divide up the URLs by list or by categories.
Step 4: Work the Content Audit Dashboard
One thing you have to keep in mind when functioning on the dashboard is to prevent repetitious strategies. Eventually, this phase is more about analysing; the data depends on your knowledge.
At some point, you may do few stuff differently, and that’s well&Good as long as you’re operating towards your goals.
Begin with by addressing any content connected problems that could direct to red flags or penalties. Quality, relevance, and copy-paste are some of the stuff you have to prioritise. Check out the comprehensive breakdown below:
- Quality Issues
This covers bad grammar, inaccuracy, absence of information, keyword innards or copywritten mainly for “robots” or search engines.
- Irrelevant Content
Concentrate on value-added content. Everything you publicise online should be informational and appropriate.
- Duplicate Content
Search engines can simply inspect copy-paste content, so make sure to utilise inclusive plagiarism checker tools.
Actionable things for Duplicate Content
- Which pages can you rewrite?
- Prioritize editing key pages on your websites like the homepage or service pages
- All pages with decent links and an impressive attention score
- All pages creating high traffic
- Which pages do you need to remove?
- All guest posts publicised on other sites
- All content or articles plagiarised by different parties
- All underperforming content like no outer links, social shares or traffic
3. Reporting Phase
Internally, we utilise dashboards or spreadsheets to work on data and analyses. Yet, the ultimate website content audit report should simply contain a high-level synopsis of your conclusions and suggestions. Only add the key metrics you utilised for your guidance.
Step 5: Write the Report
As the final report wraps the detailed summary of your findings, directions, actionable things, and recent goals. When you illustrate your conclusions, give simple suggestions.
Project 1: Discard all pages noted as “Remove”. We offer illustrated steps for each URL in the “Details column” of the dashboard.
Project 2: Create unique, robust and suitable content with proper keyword targeting. Use Copyscape or any copy checker to assure 100% uniqueness.
All-around, a content audit is an excellent opportunity to reassess and improve your content marketing and SEO techniques. Assess it as an on-going method to assure you’re deriving the most quality from your marketing actions.
Most of the digital marketing agencies today suggest for conducting SEO content audits quarterly.
As we all understand, the dynamics of internet marketing is frequently advancing. If you like to monopolise the Search Engine Results Pages (SERPs) for your niche and remain at the number one position, you have to adapt to these modifications. In this business, creativity is the key to success.