Audit Your Business’ Website Content in 4 Easy Steps

 

How can we decide which direction to take if we don’t know where we are? Content audits can provide insights into the strengths and weaknesses of a website, and most importantly help prioritize future marketing initiatives.

With 81% of consumers turning to the internet to make a purchase, it’s necessary to have your website rank in the top ten on Google search results pages and provide a positive user experience. Website content is a strong influencer on both of these elements and is a driving force behind attracting potential customers.

What is a content audit?

In layman’s terms, it’s a giant review of your existing website content. The analysis done effectively should open your eyes to several opportunities for improving the quality and relevancy of content. This step is often overlooked by many businesses but is necessary to moving forward with a well-defined and targeted approach.

Step 1: Take inventory.

Don’t overcomplicate, start with a list. Reviewing internal content such as blog posts, product descriptions, and landing pages is a great place to start. A helpful tool that can quickly collect a list of relevant webpages is SEMrush’s Content Audit. This auditing feature identifies pages that aren’t performing well and provides useful insight on how to take action. It’s up to us, humans, to dig into the nitty-gritty of the quality and consistency of content to move forward with making the necessary adjustments.

Step 2: Grade content based on quality, relevancy, and consistency.

Consistent, high-quality content impacts buying decisions more than any other approach. We’re speaking facts! That’s why the next step is to grade content. Every blog post, product page, and landing page should be thoroughly reviewed using an A-F grading scale. But how to be the judge? Start with these three questions: On a scale of 1-10, how well does content match your business’s voice? Is information accurate and up-to-date? Most importantly, how well does content align with growth goals? Website content should be developed with the sole purpose of illustrating a clear and attractive message.

Step 3: Make sure essential SEO elements are in place.

Content and SEO are a tightly knit relationship. They depend on each other, and where one lacks, the other one retaliates. Without essential SEO elements such as appropriate keywords, internal/external links, and a meta title and description, the chances of an individual even finding your content can drop significantly.

Step 4: Measure performance.

This is a critical point in the analysis and should provide a deeper understanding of what’s working and what’s not. Pay close attention to metrics such as page views, the average length of sessions, engagement metrics such as likes, shares, and comments, and conversion rates. Google Analytics is a helpful tool to measure performance and can provide additional insight on how to move forward with enhancing and developing content.

Remember, if you don’t audit, you don’t know. Growth can only be achieved if we take the time to acknowledge and understand the driving influences that can push us in the direction of long-term success.






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