The Right Way To Conduct an SEO Content Audit
Google loves keeping online marketers on their toes and constantly makes changes to existing algorithms and releases new ones. The search engine’s ultimate goal is to create the best user experience for online users. The outcome is that it isn’t enough to just launch and optimise website content only for search engines any longer. The priority is to significantly improve search results by using better language processing. The content on your site isn’t speaking just to search engines, but to real people as well.
In order to appeal to search engines and users, brands have to evaluate their site’s content via a detailed audit process to identify what works and what isn’t working and make the necessary changes.
How a content audit helps
A comprehensive website audit is the foundation stone of your overall content strategy. When approached in the right manner, a content audit can help you determine whether the content on your company website reflects your marketing objectives & brand goals as well as caters to your customer’s needs. Audits can help identify problems tone, voice, consistency and accuracy and can provide help set the right path for SEO. In this article we talk about different ways in which you can go about conducting an SEO content audit:
#1 Review your existing content
There is no thumb rule to be followed while auditing content; you need to be familiar with various digital marketing channels in order to create the perfect framework for success. However, most audit contents have some similar aspects such as evaluating qualitative & quantitative metrics for all the pages on the site. Carefully evaluate your audiences’ search patterns as well as the historical data you have assimilated before you decide whether you need to make any changes to the content.
Define problems with your website’s overall health, and carefully identify its strengths and weaknesses. If you identify that the existing content isn’t relevant or engaging enough or the site has poor traffic, you would need to refresh the content to appeal to current audiences.
#2 Create content for audience segmentation
Once you have conducted a detailed analysis of your findings and have defined the next steps, you also need to ensure it’s executed effectively for your target audiences. Creating a successful marketing campaign is about identifying audience demographics, targeting them appropriately and making the most in terms of engagement & revenue generation. Some of the aspects you should be focusing on when adding or updating content are to include detailed information about your services and products; add engaging and interesting content with videos, infographics, case studies (where applicable) and customer testimonials.
Make efforts to refine your marketing strategies in a thoughtful manner as it will be more effective in helping you reach your target audience. While prioritising, segmenting and defining your audiences, you need to define the content type that will fill the gaps found in your audit while also reflecting your target audience needs and expectations.
This is exactly where most brands struggle. A content audit isn’t a job you can entrust to a novice and you need an agile, dynamic and creative team of professionals to solve the problems that have been uncovered by the initial audit. Once you have evaluated, all aspects of your current content, you can then fill in the gaps and design more appealing verbiage for the targeted audiences. Mastering this technique is key to being aware of your tactics and validating success.
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Thanks for reading,
Digital Canteen Team