How to Do a Content Audit to Maximize Your SEO | Express Writers

How to Do a Content Audit to Maximize Your SEO

by | Aug 23, 2022 | Copywriting

When it comes to the world of SEO, conducting a website content audit is a must.

These audits help you learn about the quality of your site’s content. They’ll show you what’s working (and what’s not). Plus, you get the chance to spot opportunities to improve your site overall.

Anyone who owns an established website or blog cannot overlook audits. There are unique challenges for all website owners when they consider their site’s search rankings performance. And regularly auditing your site and its content will help identify those specific issues. Doing so could help you climb to that coveted spot at the very top of Google’s search results.

If you’re unsure about what a site audit entails or how to do one, you’ve come to the right place. This post shares everything you need to know about easily conducting an audit.

Content audit for SEO

Image of a woman at a laptop with the text: How to Do a Content Audit to Maximize Your SEO.

What is a Website Content Audit?

Before we begin, you should know that conducting a website content audit requires time and patience. That’s because you’ll need to comb through your entire site, analyzing all assets like your blog posts and landing pages. Leave no page overlooked.

As you do this, you’ll want to look for errors, outdated content that you can refresh, pages that you can consolidate due to repetitive topics, and even pages that should be deleted entirely. Think of it as a massive spring-cleaning session for your website. You’ll tidy everything up to create a better user experience for readers and optimize the entire site to boost your rankings in the SERPs.

Why a Website Content Audit is a Must

By conducting a content audit regularly, you can improve the overall quality of your website, and boost usability. Plus, it’ll ensure your content is up-to-date and relevant while providing tremendous value to your target audience.

Here are some additional benefits of conducting an audit:

  • You’ll Gain Insight into Content Performance:If you want a successful website that attracts plenty of traffic each month, you need to focus on creating content with high performance rates. By reviewing your analytics during the audit, you create a clear picture of the content topics and formats that generate the most traffic, engagement, and conversions.
  • You’ll Better Understand Your Target Audience:Knowing the likes and dislikes of your audience is crucial. Not only does it shape your content strategy, but it can also yield tremendous value when it comes to crafting new products and services. This will make your brand irresistible.
  • Your Site’s Rankings Can Improve: When content is refreshed and updated, not only is it more appealing to readers, but it’s more appealing to Google as well. High-quality, valuable content ranks higher in search results, which will boost your organic traffic.

Although an audit may seem overwhelming, these benefits start to add up. With your updated website, you’ll start to leave a positive first impression on anyone who visits.

How to Do a Content Audit to Maximize Your SEO

Now that you’re familiar with the benefits, you probably want to know how to get started. Well, block off some time on your calendar, and let’s dive in. Here’s how to do a content audit in just a few simple steps:

1. Define Your Goals

First things first, it’s crucial that you know what your goals are before you begin the audit. So, take a moment and ask yourself – what am I hoping to get out of this process? Improving SEO is the most common goal for site owners, so that’s a great one to target. However, there are other things you may hope to achieve as well, such as boosting engagement or increasing conversions. Knowing your goals will specify which metrics are most important for you to monitor now and into the future.

2. Take Inventory of Your Site’s Content

Fair warning: this next step may get tedious, but it’s essential. You’ll need to take inventory of all the content currently living on your website. It’s the only way to ensure you’re reviewing every page for quality, value, and how well it’s optimized for search engines. And if you’ve had your site for some time now, this could take a while, meaning patience is key.

It’s helpful to have a spreadsheet to store your site information when you take stock of your content. Spreadsheets are perfect for keeping things organized. Plus, they can be easily shared with any team members assisting with your website content audit.

On the spreadsheet, you can add the following columns: URL, date audited, title, description, content type, keyword, alt tags, last updates, and internal links. Then, you can go through your website page-by-page and plug this information into the spreadsheet. Google Analytics is handy for obtaining a complete list of each page on your site. You just need to select “Behavior,” then “Site Content,” followed by “All Pages.”

3. Begin Analyzing Your Data

Now, it’s time to dive into each piece of content on your site separately to see if it’s up to your quality standards and Google’s standards. Here’s what you should look for:

  • URL and Page Title:Do both feature your page’s focus keyword? Is the title unique and descriptive?
  • Page Description:Does your description accurately depict what your page’s content is about in less than 160 characters?
  • Content:Is your content valuable to readers? Is it well-written and free of grammatical, spelling, or factual errors? Is there anything that needs to be updated? Your content should also feature your focus keyword in select locations (intro, headers, body, etc.). Has this been done? Is your keyword in any alt tags? Are there internal links to another relevant page on your site?

As you work on this step, visit your analytics to record your highest and lowest performing pieces of content. This will give you some insights into what your audience wants to see from you the most. You’ll want to note any areas that you haven’t covered when it comes to your content. Identifying content gaps now can help you fill out your editorial calendar for the months ahead since you’ll know what’s missing from your site. Perfect for generating new content ideas!

4. Map Out Your Next Action Steps

Finally, you’ll be wrapping up your SEO content audit by determining what your next steps will be. By using the data you’ve gathered, you begin to decide what to do with each piece of content on your site. This goes for both landing pages and blog posts. Will the page in question need to be updated, deleted, or is it fine as is?

Here’s a breakdown of each option to help you decide:

  • Keep:This category is for content you wish to keep on your site but doesn’t require any updates. Any content you choose to keep should be relevant to your target audience and should also be valuable and high-quality. It should also be performing well already because if it’s not, it’ll need some updates for better optimization.
  • Update:There are likely some pieces of content you want to keep but they might need some updating. Often, it’s because these pieces have outdated statistics or you want to change your target audience just slightly. When you find the content you want to update, spend a little time reviewing it to better understand how you can make it more effective to generate better rankings, engagement, and conversions.
  • Delete:Sometimes, you have content that doesn’t serve a purpose on your website anymore, and that’s totally fine. If you have any content no longer relevant to your business or your audience, consider letting it go. If it would require too many resources to update the content, hit the delete button. There’s no shame in being a little ruthless here because it just makes your site better.

To keep track of these action items, you can add a final category in your spreadsheet to document whether you’ll keep a piece of content, update, or delete it. This way, you’ll know what needs to be done next.

5. Optional: Invest in Tools to Assist With Your Audit

Luckily, there are a few tools you can use as part of the website content audit process if you want to make your job a little bit easier. For example, BuzzSumo is a solid option because it allows you to discover which content earns the most shares with a single search. All you need to do is enter a keyword or a domain. Then, you can use this information to better plan your content by focusing on the topics that are trending currently or of interest to your target audience.

Semrush is another helpful option. It’s a fantastic tool for researching and creating keyword reports, but it can also conduct a full website content audit. Semrush will alert you to issues with loading speed, crawlabilty, content issues, meta tags, and more. This helps ensure that you don’t overlook anything.

We Can Help with Your Content Audit

As you’re conducting your website content audit, you’re sure to find plenty of older content that needs to be updated. And you may even discover some content gaps you need to fill with new content. Luckily, you can take some of those tasks off your plate by outsourcing your content creation to us.

If you’re having trouble deciding how to update your content, chat with our client success team today.


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