- Posted by Noni Cavaliere
- On June 14, 2018
When it comes to website content and having a solid content marketing plan, there’s no doubt that you know how important it is to your company’s success. Since the advent of the Internet, businesses have been working to figure out how to use the power of the World Wide Web to their advantage. With millions of customers just a click away, working with a smart, targeted digital content strategy is critical. The power of a single social media or blog post is incredible and can enable you to connect with Internet users that can become your most loyal customers.
However, creating and posting the content is not the beginning and end of a good content strategy. Conducting a regular content inventory enables you to perform a “check-up” of sorts on your full body of content. It helps you measure where you are at content-wise, and how that lines up (or doesn’t) with your short- and long-term marketing goals. A website content audit serves to assess performance, find gaps in your content, and evaluate the success of your SEO content strategy. Post-audit, you should be able to determine what your content needs, the direction it follows, and a clear and focused plan for the future.
Here are a few tips for conducting an SEO content audit:
Conduct Your Audit Using Four Primary Questions
When examining any given piece or collection of content, there are four “piles” you can sort it into:
- Remove: If the piece isn’t serving a clear purpose, both regarding content and SEO strategy, then it may be time to toss it.
- Keep: Pieces that have a clear content focus, proven track record, and strong keywords can be kept.
- Improve: If you have a piece that seems to have a good foundation, but needs improvements, set it aside for future attention. You may need to reorganize the structure, do thorough voice or style edits, check for grammar and spelling, or reevaluate keywords, but a good outline should be there.
- Consolidate: Similar pieces of content that share like goals can often be merged, combining their SEO power and creating a more streamlined content system.
Use an Organized System to Evaluate the Success of Your “Content Experiments.”
As many content-based marketers will tell you, creating content is often an experiment of sorts. The goal is to discover what type of content connects best with your target client base, and what features, organization and SEO elements add up to marketing success. As you create content, you should have a team or system that’s keeping track of its performance, so that you can utilize the invaluable information in your content audit. Tools like Google Analytics can be used to help you trim the content fat from your website, ensuring that every single piece has a purpose and measured path to success.
Keep in mind that the goal is quality, not necessarily quantity
Often, creating content with a focus on SEO can feel like you’re simply working to churn out as many pieces as possible. However, a successful SEO strategist understands that search engine algorithms aren’t based just on the number of keyword pieces, but also how useful those pieces are for readers. For this reason, ensuring that your content inventory contains only purposeful, high-quality pieces is critical to driving traffic to your website.
Regarding the big picture of content, it can largely be imagined as a circular process. Quality content must be created, maintained, and audited on a regular basis to reach its full potential. Instead of trying to tackle the massive task all on your own, consider working with content marketing experts like V Digital Services. Our team has the expertise to help you achieve your content goals, including organic SEO strategies, targeted content topics, website organization and more.
Let us help you conduct a content audit, and together we can determine how to transform your website into a powerhouse of useful, purposeful content that draws the customers you’re looking to reach.