An audit of the website content is one of the most important components of the content marketing strategy. Therefore, it is necessary to regularly control whether the texts are valuable to the audience, reliable, up-to-date, credible, and compliant with SEO principles. In order to conduct a good content audit, it is worth answering some key questions – find out which ones.
- Is the website content still up-to-date and relevant to the user?
The website contains various types of content, both universal and regarding current issues. If the subject matter has changed since the publication, it is worth editing or refreshing the given texts on the page. First and foremost, they must be up-to-date, which significantly affects their usefulness. Regular auditing and refreshing the content on the site will ensure that the information will always be relevant and the brand will not lose trust in the eyes of the audience.
- How many people view and read a given post?
When conducting the content audit, you should verify the traffic on the website, the number of views, the bounce rate and the average time of a user’s stay on a given subpage. Thanks to such an analysis, you can come to many conclusions that will help indicate websites or blog entries that need updating. For example, a user interested by the title of the article visits the page, but leaves the site just a few seconds later. This may suggest that the content is not interesting enough or seems outdated, hence needs to be edited.
- What engagement does a given post generate?
Social media accounts can prove to be a valuable source of knowledge about the usefulness of the website content. The vast majority of web pages allow for sharing, for example, a blog entry from the website – it is worth monitoring the number of such shares in social media to find out what interest a given article enjoys. In addition, it is a good solution to publish materials on your own social profiles and measure user engagement, e.g. how many times the post was shared, commented, liked and how many landing page redirects there were.
- What are the SEO indicators for a given entry?
Good quality articles on the site should generate backlinks. This means that the content is interesting enough for users to refer to it. Therefore, it is worth starting with an SEO audit by checking whether the link is still working and the content is up-to-date and relevant to users. You should ensure that the entry is displayed correctly in search results (SERPs), i.e. verify that the page title and meta description fit in the available space, the keywords are visible, and the post encourages clicks.
- Does a given entry convert and generate sales leads?
Content marketing on the company’s blog focuses primarily on sales goals. If it is a fixed conversion, it is worth monitoring the implementation of goals in dedicated tools (e.g. marketing automation). The audit will determine which content is most valuable to users. Thus, it will enable the creation of materials which will be accessible only after having filled out a short form or subscribed to the newsletter. In this simple way, you can contribute to the generation of sales leads.
- What content is missing from the site?
The content audit should indicate the possibilities of expanding the website with additional materials that will be the most valuable for users, e.g. tutorials, guides, e-books, or industry novelties. You can also delete low-converting blog posts or update popular articles. Both content and SEO audit should be an integral part of your content marketing strategy and even more broadly your marketing strategy. Thanks to this, we will be able to determine the potential of the site and understand what future customers really expect.