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A well-organized content audit is a great way to clean up your website and improve your user experience (UX), marketing strategy, and search rankings. If you’re not sure what an audit involves, here’s an overview of what it is and why you should consider one.
A content audit is exactly what it sounds like. By evaluating your content against key criteria and organizing those data and analyses into a spreadsheet, you can determine the strengths and weaknesses of your existing content and develop a plan for improvement. You might want to consider performing audits annually to keep your content goals on track.
Before you get started, define your goals. Here are some reasons why you might perform an audit:
Improve on-page SEO and search visibility
Reorganize site structure for easier navigation and better UX
Evaluate overall content quality
Identify content to update or repurpose
Bridge content gaps
An audit starts with a content inventory. This is a list of all your indexed content.
If you have a few pages, such as a portfolio website, then you can manually enter URLs into a spreadsheet like Google Sheets or Excel. If you have a larger website, try using a free tool like Screaming Frog to crawl it and make an inventory for you.
Add as much detail about each content piece as you want. At a minimum, include the URL and page title.
Now it’s time to add some columns. If you have a WordPress.com Business plan, Google Analytics will come in handy here. Dig in to your website’s analytics and look at the metrics that are important to you. Add them to the information from your original inventory spreadsheet.
At this point, you’ve reached the evaluation step. Assign each piece of content a grade from A to F based on how it’s performing against your goals.
For example, if you want to improve SEO, then a page with no traffic from organic search would be assigned an F. Take notes on ways to improve, such as adding or improving alt tags and metadata, and create an action plan.
Now that you know how to implement a content audit, you can press onward with site improvements. For more tips on making 2019 the best year yet for your website, check out these website mistakes to avoid.