Content auditing is a crucial step to running a successful website. It is a powerful strategy closely related to your search engine optimization (SEO) and content marketing efforts.
Essentially, to carry out an effective content audit, you need to compile your blog content to assess its effectiveness in achieving your online goals. Plus, devise tactics to create and improve the struggling content on your website. In this way, you can also get rid of outdated blog posts and have an in-depth look into the content that best resonates with your readers.
Here is a guide to help you carry out a comprehensive content audit;
- Define your goals. First and foremost, you need to decide what you hope to achieve with your content audit. Even if you already have a good idea of what your content needs to improve the performance of your blog, flying blind might lead to you losing track. Properly defined goals will make it easier to tailor your content audit to meet the needs of your readers. Your content audit goals could be anything from SEO, increasing conversions, or even creating relatable content. Whatever your goals are, writing them down will help structure your efforts towards achieving them.
- Create a list of all your content. Compile a spreadsheet with all the content you have created and add columns for the categories you want to track. While there are many categories you might want to include, it is imperative to focus on the crucial ones. You can narrow your focus to the functionality, readability, and usability of your blog. Other data you can include in your content audit are target keywords, CTAs, primary topic, comments, internal links, etc. Let the primary goals you defined to guide the data to include in your spreadsheet.
- Check the analytics. Your website metrics will let you know how well your content is performing. Check the metrics for each blog post that will provide actionable insights for curating your blog content. Focus on metrics that show the technical SEO aspects, such as speed, security, and mobile responsiveness, to assess the performance of your blog. Other crucial SEO metrics such as page views, bounce rates, and conversions will help you evaluate the effectiveness of your content to bring in traffic.
- Create an action plan. After you have collected all the data, you can now analyze it. Keep an eye out for successful keywords, the most popular content format, and topics with more clicks. Taking stock of your content elements such as keywords, URLs, meta descriptions, and word count will help you tweak them for more visibility and bring organic traffic to your blog. Plus, it will help you decide where to make adjustments and point out well-performing content that you can use as a guideline for future content. When you improve your content, it will benefit the quality of your blog content and search rankings.
While conducting a content audit is time-consuming and overwhelming, it is crucial for the success of your blog content.
An effective content audit will help to keep your blog fresh and relevant. Plus, it is beneficial in helping you creating content that has the most rewards for your blog in terms of engagement, SEO, and subscriptions. A high user engagement on your blog translates to a huge following and more options for monetizing your blog, which is a win-win for your content strategy.
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