Conducting a content audit is an essential SEO strategy for successful content marketing . I'll start by explaining why you need to regularly monitor your posts . Then, I'll detail all the points to consider to properly analyze your content . At the end of this blog post, I'll provide a checklist summarizing everything you'll learn by reading this article.
Why do a content audit?Illustrative image of interest in content audit
Most marketers create content, then forget about it and move on to the next one. However, it's essential to regularly review what you've already published. There are many reasons why you should keep an eye on your old posts . The only way to do this is to regularly audit your content.
Achieving your goals : Is your content effective? Is your return on investment (ROI) positive? If you don't regularly conduct a content audit, you don't know the answers to these questions.
Always relevant : The more time passes, the more likely your content becomes outdated or even obsolete. What was truly relevant when you created your content may not be relevant today! Fortunately, simple changes can easily update your content .
Information authenticity : As your content ages, its accuracy deserves to be refined. What was true before may no longer be true today! A content audit ensures that your company's reputation is maintained.
Know what works : You want to know what type of content is most effective. You also want to know the best publishing frequency and the most profitable distribution channels. A content audit allows you to refine your communication strategy and save valuable time.
Keeping up with competition and SERP changes : Rest assured, your SEO competitors are also doing this work on their own. They too are trying to stay at the top of search engine results pages and adapting their content to changing algorithms.
Now that you know why you need to pay attention to your old posts, I suggest you discover ways to set up an effective content audit.
Define the objective of the SEO content auditIllustrative image objective content audit
Set clear and specific objectives beforehand to ensure your content audit is as efficient as possible. Your goal is, of course, to ensure your publications align with your business objectives, but also to assess their effectiveness. The goal of your content marketing strategy is to promote your business and improve its profitability. Here are several ways to achieve this.
Visibility
For your content to be effective and attract traffic to your website, it must be visible on Google and other search engines. To make this possible in the long term, your best ally is SEO. With a content audit, you can determine which pages have the most potential and learn what adjustments to make to improve your SEO.
Commitment
Analyzing the engagement rate of your various content will help you understand what resonates most with your audience . Additionally, you'll gain a better understanding of your readers' behavior and pinpoint the types of topics that work best. You'll also know which distribution channels are most effective based on the topics covered.
Conversion
While it's obviously the ultimate goal of any business, converting prospects into customers can only be high if visibility and engagement are effective. With your content audit, you can discover which sales pages are performing best . You can then adapt your communication on less effective content. While you're monitoring your writing, you'll also determine the quality of the user experience (UX) of your most profitable pages.
Analyze statisticsIllustrative image analysis SEO measures
Once the theoretical work is done, it's time to put it into practice! Your goal is to properly analyze your statistics in order to best target your SEO content audit . You can do much of this work using Google's free tools.
Google Search Console (GSC)
Google Search Console lets you see all the pages indexed on the world's most widely used search engine. You'll discover the performance of each of your content and the keywords that drive the most traffic to your website. I invite you to read our complete guide on GSC to understand the full power of this web marketing tool.
Google Analytics (GA)
Using Google azerbaijan phone number data Analytics , you will have access to crucial information for your content audit.
Bounce rate : If your visitors only stay on your page for a few seconds, it means that your content does not match the user's query intent.
Click-through rate : By comparing your positioning on Google to the click-through rate (CTR), you can determine which metadata needs to be improved ( copywriting ).
Traffic source : Are your readers coming from the SERP (organic traffic), social media, or directly to your website? This data helps you determine the most effective content.
Connection time : If your readers only spend a few minutes on your page even though your content is long (more than 2,000 words), it is certainly because they are not finding what they were originally looking for.
Number of pages visited : the more pages your visitors read when connecting to your site, the more effective your internal linking is.
Conversion rate : By analyzing this statistic, you can accurately determine which sales pages are most profitable. You can then adapt the content of those that are least effective.
Other statistics
Using a tool like Ranxplorer , you can easily analyze the evolution of your URLs in the SERP . The positioning history thus obtained allows you to know the content that is losing power. You can then identify these as priority pages for updating your content. By analyzing your pages, you can also determine the number of keywords on which they are positioned and their respec
