Are you thinking to expand your content marketing just by writing a few numbers of blogs per week? Well, this might seem a good idea at first but it can horribly turn into a wrong decision. When many enterprises think about their ‘content strategy’, they are only thinking about future content creations.
They will immediately think upon the future contents rather than surveying on the past work done. At their best, they might not monitor the performance of content for getting a deeper insight. At their best, the enterprise should also monitor the performance of content for insights about what their editorial calendar does must include in the upcoming months.
Moreover, the expert online marketers understand how important it is to look back at the past content and make changes accordingly by adjusting some old posts for improving results.
When you approach to create any online content audit or content analysis, you not just create new posts but also retroactive make the old posts in a better way. In this article, we will be looking at some crucial aspects of why your website needs a content audit for improving the performance.
What is Online Content Analysis?
A content audit is a process of tracking all the past content of your website and organizes it to make further improvements by optimizing whenever needed. It is also becoming one of the fast and most powerful ways in which companies can improve their website traffic on a quick basis.
Online content analysis can be illustrated as pruning a rose bush. Although some parts of the bush turn healthy and robust as the years pass by, some ail those areas if you do not prune away and thus puts an end to the purpose of the bush to create a beautiful rose. However, a content audit can be considered as a huge opportunity for improving your content marketing process to look under the hood of your website for weakness and improvements to give yourself a plan for taking some actionable steps and improve content ROI.
It may happen that over the years, some of your content work better than others and that’s the reason why you need to conduct content audits. It is vital to separate the content you wish to have on your site from the kind that is holding it back. You need to break down your content site into variant categories as per the content auditing:
How to Conduct a Successful Content Audit?
The very first content of your website can be time-consuming because it involves following some main steps. Still, the audits get much easier with time and the results are always worthy.
- Be clear about what you want from your Content
There are some vital metrics which you can hope to hit with your content. You should check for traffic, backlinks, social shares and conversions on each of your webpages to check how much they contribute to at least one of these metrics. IF your content does not fulfill any of the above key point indicators then it falls into ‘The Ugly Content’. There are exceptions to some of the mandatory pages like ‘Contact Us’, ‘About Us’ and much more which has a room for improvement but they do not focus on this kind of widespread content analysis.
- Make sure to organize your Content
Alright, you need to focus higher as this is where the most important task begins. To start with, you need to find all the pages of your website which can be pulled out from your backend or your sitemap. Or else, you need to Google search for your whole site and that’s how by entering into the google it will return each and every single page that exists for your site.
After having all your webpages, you need to create an Excel sheet with the different columns for URL, Page Title, Page types, and metrics for your monthly traffic, backlinks, shares or conversions. This phase can take a while but once you get all done, you need to have a database which you can use again and again in the future.
- Measuring Content Success
The next approach is to have an in-depth online content analysis which can actually help you measure how well each of your web pages is performing. This helps you to see where all of your conversions have been coming from the past year.
By making use of some content analysis tool, you can quickly figure out which pages are gaining traction on social media and also helps you to find backlinks to your content. You can also use Google Analytics for figuring out the traffic received by your individual URL. After doing so, you get an average of every metric. Also, finding an average in Excel is the easiest task.
All of your web pages that results for any of these metrics results in ‘The Good Content’ category whereas the other webpages which show the below-average result in ‘The Bad content’.
- Improvising your Content
In the end, you need to improve the pages of your website which catches special attention during this kind of online content analysis. If some of the information has become outdated then the good content category doesn’t require any special attention because the majority of your time will be consumed in improving the bad content first. The bad content definitely affects the overall performance of your website and hence it should be looked after to figure out some good ways to do better.
If the webpage is developed for generating more traffic and it is below average then you can add on a few keywords or outbound links. Also, you can link it to form one of your own better-performing pages as any of these changes will help your bad content to do better and impacts your site overall. To all of those ugly content, you need to delete them on an immediate basis. There is no such thing called neutral pages on your website which help your site or hold it back. It is clear that the more you show high-value pages to Google, the better it is going to rank and the more traffic it will generate and convert.
How many times you should Audit your Site’s Content?
Whenever you take a content-first approach, the ultimate goal of it is not only to create a large number of content but rather than creating a minimum amount of the content with maximum results.
In other terms, there are no such criteria of having most pages on your site as it has nothing to do with the site rank. This is one of the reasons why you should need to audit your content regularly. Once you have completed this online content analysis, you will have a number of the database to work on again and again. All you need to do is update and run it through the sequence over time to generate better and better results as every audit raises the bar in upcoming years. Keep Learning!