Having a content audit performed on a website or brand is one of the most important things that can be done to develop a strong website and marketing strategy. This is essentially taking the time to fine-tune your website and addressing the issues that will improve its performance. This can be done on your own or by an online marketing company that would use specific content audit tools to find out how to improve the content and information provided on your website.
As you begin to perform a content audit and review the innards and assets of the site, you can start addressing aspects that may cause problems with the working of the site. These could be improving issues with performance, fixing any links that may be broken, and improving overall accessibility to the site. Addressing these issues will increase the website's search value as well as make it more appealing to returning visitors in addition to new visitors. This means that all titles are relevant to the body, all tags are applicable, and the message of the body contains ideas and information that is new, relevant, and exciting. Content audit tools will point to the detrimental facets of a website, allowing you to see exactly where the problem is.
A website's usability, visitor loyalty, and search ranking relies on valuable and up-to-date information. Even when taking this into consideration, it is not always necessary to create brand new content totally from scratch when there are contributed articles, blog posts, and other marketing media that are available to be repurposed in order to accomplish a specific objective. When performing a content audit, take note of any subject matter that is still relevant but would really stick out to your readers with new facts or statistics. It is more than just rewording a blog post—it is about adding more value to it by incorporating information that is new.
A content audit not only provides a way to get a record of the information present on the website, it also brings to light the areas in which the site is lacking information.
When performing a content audit on a website, be sure to evaluate the quality of all existing materials.
Website crawlers with Google are aware of content that is not valuable, short, and repetitive and will penalize the website and search rankings for content that is seen as inferior. If the content on your website is deemed low-level, it will not rank high in the search rankings. Evaluate the real quality of the content. There are so many ways one thing can be said, and try not to fall in line and publish content that will be found on many other websites. It is possible to use content that is not a new concept, but try looking at it with a new perspective and in such a way that it is enticing to readers. A website can contain a lot of information, but if the information is not valuable to the reader, it has very low quality.
Having strong content on the website is not helpful if the content itself is not accessible to the reader. Use analytics data that is relevant and pertinent—this includes search terms. Doing this will make sure that the content is easy to find by search engines and easy to find by the audience.
Search engine optimization has drastically changed in recent years, and this change is for the better. On average, Google will make about 500 changes to its SEO algorithm each year. What we know to work now will likely be different than what will work next year, or even next month. Good SEO focuses on providing the ideal user experience first and pleasing the search engine second. When chiefly focusing on users, this protects you from constantly analyzing every detail of your search engine optimization. Remember that Google wants to display the very best websites when users perform a search.
Understanding what you want to rank for is the first step to increasing your search engine rankings, thus increasing search visibility. Great organic search rankings will start with a solid strategy that uses keywords.
An in-depth website content audit will check things like bounce rates, page views, time on site, etc. These are all extremely important areas to be improved upon for better search engine indexing. However, both search engines and people will come back to your website time after time because of the content and quality that you have to offer them. Auditing the content will help you to understand what type the audience and search engines like, and how they prefer to view it (this would be videos, words, images, etc.). A strong strategy for content on your blog or website will help to focus on what the users specifically want, rather than something that is not relevant to their interest. Happy users lead to better organic rankings in the search engines. When a website or blog consistently contains information that is interesting or relevant to the audience, users will bookmark the site, sign up to be notified for new posts, and will systematically share the content with others.
Your imagination is the only thing that is limiting the functionality and design of your website, unless you have a team of experts by your side then they are responsible for making your vision come to life. Believe it or not, a design that is overly complicated, web pages that are busy, and too much information are all bad for websites. If the site does not tell visitors that they are in the right place in a clear-cut and concise manner, the visitors will leave and more than likely never visit again. A content audit may help to nail down the areas of the site that need to be simplified so that you may determine what type of structure, content, and function will work best for your visitors.
For instance, if a user is searching for a cookie recipe, they will type just that in the search engine. If you run a food blog dedicated to recipes, the user will seek out your website. If you run a blog that only does reviews of food but you mention that a specific cookie is your favorite recipe (without providing the recipe) the user will be in the wrong place when they visit your site.
The purpose of your website should be clearly visible, especially on the landing page. This will make it much easier for users to know that they are in the right place for what they are looking for.
This is likely the number one reason to perform a content audit on a website. The audit needs to examine the top landing pages along with their design, content, and calls-to-action ensuring that they maximize the conversion rate. This is not a simple process.
Periodically performing a content audit on your website will not only ensure that the content is up-to-date and staying relevant, but it will also ensure that the site has the best conversion rates possible. It can be thought of as simply performing spring cleaning on the site. Content audit tools will break the website down and sweep through the information to extract the ways in which to make the website better. This could be through keywords, content, and presentation.
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