When you started your own company, you (probably) had no clue how to run a website. Most likely, you spent donkey’s hours developing a content strategy – how often to post, what topics to cover, and what audience to cater to.
But after a while (maybe a few years down the line), you realize that your content strategy has fallen apart and is no longer delivering the desired results. And you can’t seem to understand why! Sounds like you? Read on…
Just like self introspection, maybe it’s time to introspect your site content. After all, even the best of the best need an overhauling and the latest trending term for it is content audit.
A content audit compiles the different content pieces on your website and lists them for analyzing their respective worth. The analysis leads to identifying the loopholes in your existing page content. For example, you might realize that you have been focusing far too much on publishing news articles when your customers are looking forward to see more product descriptions.
Revamping that content strategy of yours not just works wonders for your website, but makes the online buying process worth an experience. So, how do you go about being a perfect auditor?
Step 1: Page Compilation.
Create a spreadsheet of all the pages on your website and list their URLs. Since doing it manually for a website that has hundreds of blog posts or product pages is practically impossible, you can use a free crawling tool like Screaming Frog to create your list.
Compiling data of large sites is quite a pain and you don’t really have the time for it amidst all the technicalities involved in keeping your site up and running at all times. To avoid that chaos, get your site hosted with a good host and focus on what you are good at: content creation. To help you out, here is a comprehensive look at the top most web hosting providers: Hosting Reviewed.
Step 2: The In-Depth Research.
Depending on how detailed you want your audit to be, you can choose to gather information on the following:
- Daily popularity. The analysis of average daily page visits can indicate which type of content has a more resonating effect in your targeted audience.
- Bounce off. Higher bounce off rates indicates that visitors aren’t finding the first page of your website alluring enough to check out the others. And that is bad, very bad.
- Subject allocation. Depending on the nature of your brand, give each page a subject. Don’t sound abstract. Creating content as per subject on each page lets you know which topics you have overlooked, and which ones could do better.
- Process stage. Online buying consists of a lot of stages – need awareness, solution search, comparison with alternatives, decision making and customer retention. Analyze your content and see if it supports all the stages. If you find something missing, you know what to do.
- Conversions. Track the number of conversions (clicks to sales) each page gets.
- Social popularity. Make a note of the number of shares each URL gets on various social platforms like Facebook, Twitter, Pinterest, etc.
- Page authority. Depending upon the number and strength of the inbound links to your pages and the SEO practices you follow, a value is assigned to each page. This value is responsible for your overall page ranking on search engines.
- Flagging helps. Make note of the pages that have duplicate content and lesser than 200 words to offer. If either of the two are present, it raises quality issues that might get flagged by the search engines.
Step 3: Time To Bring In Some Action.
Compiling takes sometime but the more in depth analysis it is, the better.
There is no set rule for interpreting your content audit results, but if you’ve been diligent enough through the whole process, you would have identified your weaknesses by the end of the analysis. Bring in a change to your content strategy – change topics, create infographics, etc. Keep a track of the outcomes of any change you bring in post audit.
It is hit and trial, but hey! Change is good.