It’s a healthy way to maintain your content strategy and something that your local SEO agency, Buzz Panda Digital, will help you with. What is it? It’s your periodic website content audit. This is the best way to ensure that everything is running smoothly and aligned with your content plan.
Why do I even need a website content audit?
By successfully reviewing your website and checking out everything on it, and we mean everything, you can start to prioritise what your future content plan will look like. If you take the time to see what’s working and what’s not working, then you’ll be able to redirect your resources to generating not only more website traffic, but also more relevant, and actionable website traffic.
Keep in mind that if your website is relatively new and only a few months old, you don’t need to do an audit just yet. If your website is an established website, and you’re getting enough web traffic that is prominently organic traffic, then you can probably do a quick clean up and a light audit, but are you OK for the time being?
Where to start?
First, define what types of goals you’re looking to accomplish. Do you want to increase traffic? Do you want to refine and adjust your content marketing strategy? Do you want to improve the conversion rate? Once you set your goals, do an inventory list of all your URLs.
This may be a lot, depending on how many blog posts you’ve done over the years. A site content audit is no easy task, and there’s a lot that will need to be taken into account. Knowing what you have is the best place to take the next steps on your journey.
Once you gather all your URLs, you’re going to want to do a complete report on all of your content, from categories, date of the content creation, word count, topic, type, format and overall metrics (such as backlinks/visitors/impressions).
The audit begins
Now that you have everything ready to review for your website content audit, it’s time to take action. You want to provide actions for all of your URL inventory. There are several ways to go about this, but you want to start reviewing the oldest content first.
If there’s little to no activity with it, you want to start deleting it. That’s right, take it down and archive it somewhere else, but get it off your site. Google only has so many resources that it sends to crawl on your site, and removing old irrelevant content is the best way to give your website a much-needed facelift. Don’t forget to do a 301 redirect – so if people have those URLs saved, they’ll simply end up back on your homepage and not a ‘page not found error.
You then want to look at relevant content that might be older, but simply needs a refresh. This can be content with high levels of research and data but simply needs those points to be updated to the present.
They are still relevant and if they’ve pulled significant traffic in the past, they will do so once you update it. You can add refreshed images, new video content, rewrite the content to improve its relevancy and update any meta tags or internal links – especially since you’ve removed some pages.
The remainder of the content on your site that’s still pulling in healthy organic traffic you don’t want to leave alone just yet. You want to optimise them still and ensure that the structure is properly formatted. Your local SEO agency can help you with the technicalities of how content should be structured and built.
The final touches
Don’t forget to update your site with the Google Search Console. This will inform Google about your refresh and the pages that still remain. This is a jump start for your content strategy revamp. You also want to take a look at the keywords that are ranking just past spot 10 on a Google search.
That means they’re nearly on page one of Google, which is the golden area, so you want to propose a revised content plan that will work to boost that content, which will, in turn, boost your web traffic.
Site content audits are a manual and time-consuming process, that must be done, to ensure that your site will keep generating leads and high conversion rates. You want to also update your call to action, to make sure website visitors are redirected to the right places.
With your website content audit and newly revised content strategy, you should start seeing a meaningful uptick in organic website traffic. A great way to confirm if your newfound strategy is working is to take a tried and true marketing strategy and do SEO A/B testing. Click here (URL FOR SEO A/B TESTING) to understand what it entails.