Content Audit – Short Conceptual Explanation

A content audit involves organizing, tracking, and analyzing all the content that is present on a website. It may be used to create a new content marketing strategy, it may coincide with a new website launch, or it may be conducted to address outdated content. Software can make the process go more smoothly, while new content should focus on addressing issues like click-through rate and keyword rankings.

content audit

What a content audit includes

A content audit is an in-depth process that requires those conducting the audit to take a close look at every piece of content on a website. It includes content on every page, like product descriptions, blog articles, and company information. Once a thorough list of content to be reviewed is created, it’s important to research and assess how successful each piece of content has been. Software, programs, and apps can make this easier. For example, Google Analytics is free and can uncover important data points that are relevant to:

Based on the results, some content may need to be updated, duplicate content should be deleted, or more internal and/or external links may be included.

It’s also possible that some content may not need to be altered. Content that demonstrates good click through-rates, conversions, and has a high ranking on the Google search results page should be saved.

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Reasons for conducting a content audit

There are multiple reasons why a content audit may be necessary.

As websites age, content can become outdated. It can resonate less with customers, but it is also possible that content does not conform to current SEO standards, which causes it to rank very low on search engines.

A website relaunch can make a site look fresh again. While redesigning a website, it’s a good idea to reassess the content. New pages may require new content, while other pages may require updated information.

A content audit is also a good idea anytime a new content marketing strategy is being considered. For example, an eBook can be created using some of the most popular blog articles, but the most popular articles can only be determined after a proper audit.

Tips for reassessing content after an audit

Content on the website should be adjusted according to the information that was uncovered during an audit. The purpose of a content audit shouldn’t be to update all the content on the site. Instead, it should be to separate content that is performing and content that needs to be updated.

Content with good rankings on Google shouldn’t be adjusted. Neither should content that is heavily shared or liked on social media. Instead, that content could be reposted and used in creative ways.

If it’s discovered that a page gets very little traffic, or if users spend very little time on the page, it should be deleted or rewritten. Details, like meta information and ALT tags, may also be updated.

Researching how to create quality content is important after a content audit to ensure it performs better than the content that is being replaced.