5 Reasons to Do a Content Audit on Your Website

February 10, 2022
SiteAdmin

A content audit is a good way to ensure that your content is still relevant to today's audiences.

Based on the audit results, you can determine which pages need to be updated or deleted.

You can also ensure that you are using the right keywords on your website by conducting a regular content audit.

 

What is a content audit? It's an analysis of every piece of content on your website.

Objectively, you look at each piece and ask whether it will add value to the visitor.

If it isn't, consider removing it. Having content that doesn't meet the searcher's intent or perform well can reduce your site's rankings.

 

Your Content Hasn't Been Updated in Months

 

If you haven't updated your website in the last six months, consider performing a content audit.

A content audit is particularly important if your website deals with a subject area that changes over time, such as the healthcare field.

The information you posted six months ago may be dated, as there are now new treatments available.

 

Audit to Look for Gaps in Your Content

 

A content audit can also help you identify gaps in your content and determine if you need more or different information on your site.

With an audit, you can assess the effectiveness of your current content and ensure that everything on your site works together to tell a cohesive story about your business.

 

If you have holes in your content or new information is available, writing new pieces or revising existing ones is one solution.

You could also add pages that aren't directly related to what you do but will improve visitors' experiences on the site.

For example, a "contact us" page that includes social sharing buttons so visitors can share information about your company with their friends.

 

Do a Content Audit to Ensure All Your Content is on Brand

 

When you share content on your site, people associate that content with your brand, and it reflects on your business. That's why you want each piece of content to be the best reflection of your brand.

When doing a content audit, ask these questions:

 

  • Does the content on your website reflect you and what you do?
  • Is it adding value to your site visitors' experience?
  • Are you communicating the right message to your target audience?
  • Does the content on your website have correct spelling, grammar, and punctuation?
  • Does the content flow freely from one part to the next?
  • Do you have a call-to-action at the end of every piece of content that encourages people to contact you or take an action that leads to a conversion?
  • Are there any broken links or images on your website that need fixing?
  • Are there any pieces of content on your website that might be outdated?

 

Make a list of questions to ask about each piece of content, like the ones above, to ensure your audit is thorough and you don't miss anything.

 

To Increase Conversions

 

If you're getting traffic to your website, but your conversion rates are low, a content audit will help identify why people are reading your content but not converting.

It may be that your content isn't meeting your visitors' expectations.

Take a closer look at your page title and the promises it makes. Are you delivering that information when visitors arrive?

For example, if your title suggests you'll tell readers how to rank content higher in search engines, your content shouldn't go into depth about email marketing. It doesn't coincide with searcher intent.

Make sure each piece of content delivers what the visitor searched for. If you're selling a product, ensure you have a strong call to action.

 

Do a Content Audit to Look for Ways to Repurpose Content

 

Why spend hours creating one piece of content when you can repurpose it to create many pieces of content?

By doing a content audit, you can determine which content is worth re-purposing into other forms, such as infographics, videos, podcasts, social media posts, or slideshows, that you can share on other sites.

As you audit, each post, ask how you can repurpose and share it on other platforms.

 

When you review each content, you will also develop ideas for new articles or blog posts to write to generate more traffic. A content audit is useful in more ways than one.

 

The Bottom Line

 

Don't skip the content audit! An online business thrives on continuing traffic. Make sure the content you're posting is still relevant to your users and matches their search intent.

At the very least, audit your content every six months and sooner if you're seeing a slowdown in traffic.

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