3 Min Read
Great content is essential, but it is only beneficial if it is relevant and well-organised. A content audit helps you determine the relevance of your website’s content. Read on for more.
A content audit is a thorough analysis of the content on your website. This process factors in your blog, landing, core content, and product or service pages. The idea is to determine whether your content is still effective in helping you achieve your objectives, such as targeting and connecting with a specific audience segment.
A thorough website content analysis reveals performance concerns and points out broken links and areas where accessibility is challenging. This way, you can apply quick and lasting fixes to boost its appeal and search value. Additionally, the site becomes more appealing to returning and new visitors.
You should always keep your content fresh, exciting, relevant, and informative. This does not necessarily mean coming up with new content every time. For example, older blog posts can be repurposed to meet new objectives. Therefore, you’ll approach customers differently using the same content to greater effect.
Apart from fixing and repurposing existing content, you’ll identify what content your website lacks and what your audience needs. After interacting with your audience and gathering new information, you can tell what you need to add after a content audit. Therefore, you’ll effectively fill those gaps by relying on up-to-date information.
A content audit also looks at the nature of the content in terms of its length, ease of consumption, variety, areas of focus, reference links, SEO, etc. Quality is an important factor when it comes to Google search results rankings. The system can accurately determine which content exists only to increase hits without adding any real value to those browsing. Therefore, you need to remove low-quality content quickly, and the audit helps determine what to remove.
Your website may have rich and relevant but poorly organised content. A content audit informs you of this issue and gives you a chance to organise all content better to make it more accessible to visitors and search engines. Ease of accessibility is important in promoting more content consumption and initiating the positive feedback loop where you enjoy even better reviews and ranking.
The type of content being audited determines the frequency and intensity of your audit schedule.
Blog posts and similar awareness content need time to become effective due to their organic nature. Therefore, you need to give them at least six months before performing an audit.
Consideration content, such as how-to guides, is the most sought-after variety and needs to be as updated as possible. Therefore, auditing every three months is ideal, with six months being the longest you should take.
Conversion content affects overall performance differently, depending on your industry. Considering its relevance, a quarterly audit is necessary to be safe.
Retention content like tips-and-tricks often has the least conversion impact since they aim to inform existing consumers. Therefore, an annual audit is suitable and cost-effective.
It is important to be aware of your website’s content, its effectiveness in meeting your objectives, and its appeal to visitors and search engines. A content audit reveals this information and helps you address all problem areas. For objectivity and efficiency, you need to rely on experienced professional services to handle this exercise. Get in touch today and let us make your website powerful again.
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