The content found within a website is key to increasing traffic to the page and creating and distributing information of interest to the individual buyer. Despite this, few people really do an in-depth analysis of the quality of the content, which unfortunately causes the website not to be positioned as expected within the search engines. At the same time, there are effects on the experience that is being provided to consumers. To have a more positive impact, it is necessary to perform a content audit where all the information can be debugged in a general way.
What is a content audit?
It is a process where all the content within site is evaluated and analyzed for marketing strategies to achieve their objectives and improve, as mentioned above, the user experience. By performing this review, the strengths and weaknesses of the content strategy can be observed, allowing it to be restructured so that the information is a strong basis for marketing strategies.
At the time of this analysis, the following should be taken into account:
Define objectives and metrics
Conducting a content audit can be a very laborious and tiring process, but it is necessary, so first, you must start by setting clear goals to determine the path that the content should follow. For example, if a dentist in Tijuana wants to improve his web positioning, the content should be focused on improving SEO strategies. Other recurring goals may be focused on improving interaction with the audience and improving the conversion rate.
Once the goal has been determined, it will be necessary to analyze the metrics to recognize what actions can be taken to focus the content according to the established purpose.
Make a stock of the contents
Before making a content stock, it is essential to determine what type of content should be inventoried; it can be internal content that would be the content found within the pages, blog articles, and landing pages. You can also make a stock of interactive content such as videos, surveys, games, or information that is downloaded as PDFs and ebooks.
Analyze the data
Once the information has been collected, it will be necessary to analyze the data, and although this can be done manually, there are currently many tools that facilitate this process. This tool allows us to throw information about the backlinks, the length of the content, and the times that the page was shared. This will make it possible to determine whether it will be necessary to maintain, update, delete, rewrite, and update the content within the website.
Create a plan
Once the problems have been identified, it will be necessary to create an action plan according to the goals to be achieved. To do so, it will be required to prioritize the activities according to the available time and the results obtained. When making the action plan, it is essential to take into account the preferences that Google has, including audiovisual content, and analyze the tools on the site, such as surveys or chatbots.