How to Conduct a Content Marketing Audit and the SEO Benefits
How to Conduct an SEO Content Marketing Audit
An SEO content marketing audit is primarily done to review all the content on your website and gauge its relative strengths and weaknesses. This will help plan out and itemize future marketing activities for your site. It is qualitative judgment based on previously selected Key Performance Indicators (KPI). And it is quite different from content inventory, which is primarily a quantitative assessment.
A content audit is conducted for two reasons. The first reason is to find opportunities for SEO marketing. A content audit for search engine optimization helps you realize the weak spots in your SEO efforts. The second reason is finding avenues for content marketing. A content audit will shed light on the current marketing agenda.
Audits help to determine the issues with accuracy, consistency, and tone; which are instrumental for SEO marketing. Essentially, an SEO content audit is done in three steps.
Recording all your content assets in a spreadsheet: This step should be undertaken to find and list all your content. It can be done in two ways. You can use a crawling tool like URL Profiler to gather all the URLs on your web page and export it in the required format. You’ll have to pay for the crawling software though.
If you want a pocket-friendly option, you can physically enter the URLs into a spreadsheet. This option works better when you have less number of pages on your website. The larger your website, the more tedious it gets to enter every URL manually.
You can also use SEO tools like the WordPress Content Audit. This is a plugin that allows you to build content inventory directly on your posts.
Gathering asset data: First, you have to chalk out the goals of the audit and what is it that you want to achieve. This is necessary to gather data points. Some of the possible data points to gather are Page Title, Target Keyword, Meta description, Page headings used, Inbound links, Images present, Image ALT tags, Date Last Updated, Page Visits, Page Entries and Exits, Page Bounce Rate, Broken Links. These all help with the SEO audit.
If you want to improve your content marketing, some of the data points to consider are word count, content type, author, content owner, etc.
These are only available data points, and you do not have to select each and every one of them. Once you’ve decided on the data points, you will create a column for each one in your spreadsheet.
When you are done gathering data, assign a score from 1-7 to each URL, 1 being the highest and 7 being the lowest, based on their performance. Depending on the score, you can leave the top performing pages as is, improve the ones that are somewhere in the middle – for example, pages on the 3-5 scale, and remove the ones that are at the bottom.
Data analysis: Depending on the size of your website, the data gathering process might take days or even months to complete. Look at the data gathered and look for any trends that you can spot. If you can identify a commonality between the highest viewed pages or topics, you could try using those parameters in your posts again. Video blog posts generally attract more of an audience, so you can focus on getting a video post up once a week.
Based on the results of the audit, prepare actions to be taken after completing it. Set deadlines for each category on the spreadsheet. Be sure to follow up on the metrics regularly and revisit the content auditing process.
An SEO content marketing audit isn’t a one-time thing that you can perform and forget about. It is a way-of-thinking that has to be applied to your web page content and other marketing mediums. A content audit will help you make prudent marketing decisions that will help your brand grow, while saving time and keeping costs to a minimum.
The digital marketing world is constantly evolving, which is why it is imperative to keep your strategy up to date. At Results Driven Marketing, we can conduct an SEO content marketing audit to make sure that your website and blog are running as smooth as possible. To find out how we can help with your content marketing efforts or to inquire about our other services, contact us today at (215)-393-8700.