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Content Audit 101: Optimise and Hone your Content for Success

Auditing your content is not the quickest of processes but it can seriously improve the success of your site. An annual content audit can truly make all the difference and here we’re taking a closer look at how to get it right first time…

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A good content audit takes time and dedication, but you would be surprised at the benefits it can have. So, let’s get cracking!

Why audit your content?

Auditing your content can have a huge benefit. It determines which parts of your website need professional help, which pages need TLC and generally allows you that chance for a good, old fashioned clear out.

How to audit your content

There are plenty of options designed to help you audit your content. You could even go old school with a spreadsheet and a bit of Google Analytics! Take a look at our top tips for your next audit;

  • Understand the purpose of your content

Before you start, have a clear image of the audience you’re trying to engage with. You need to keep your target audience in mind to understand whether the content is relevant and how it can be improved. Without an end goal, you can’t expect to achieve anything with your audit!

  • Create a hierarchy of your content in terms of value and quality

It’s likely your website has a lot of pages. Scarily time consuming right? Let’s face it, nobody gots time for that! Try to rank your pages with the highest priority first. You could use a traditional grading system and work on the pages which score ‘worst’ first. For example, with an A-D system, you would rank a page ‘A’ if no edits are required. From there you can rank other pages accordingly in order to deal with the critical issues first. Once you have your system organised, it’s time to decide how you will grade each page.

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  • Choose your focal elements

Each web page you audit is more than just the words and images. Whilst they are critical to the page’s overall success, you need to consider more elements in a thorough audit. So what should you consider?

  • URL structure
  • Page names
  • On-page copy/headings/calls to action
  • Images and videos
  • Internal and external links
  • Comments (where applicable)
  • Meta-page titles, keywords and meta-descriptions
  • Navigation structure and detailing
  • Social buttons
  • User experience

Treat these as a checklist as you work through each page of your website.

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  • Competitor Analysis and Final Considerations

After analysing and auditing your own content, it can’t hurt to pay your competitors a visit. Benchmarking your work against theirs is essential for pushing forward into a market leading position. Taking a look at how your competitors operate is an essential part of each audit. You may even discover you’re ahead of the game, so keep pressing forward to stop the competitors catching up!

At this point you should feel like your content is doing a sterling job and is offering your audience everything they could ever want. You can go further looking at the performance of your website using tools such as Google Analytics. Check out our previous blog about Bounce Rates for more info.

An annual content audit is something of a slog, but your business will benefit and it’s one way of ensuring you’re at the top of your game. Happy trawling!

photo credit: Bailey holding a mug via photopin (license)
photo credit: Sorted via photopin (license)

Written By David Bova

David Bova

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