Part II: How To Do A Content Audit

Jun 17, 2015 by Digital Spot / in Content Marketing
How to do a content audit on your website?

In Part I, we looked at how to formulate a content strategy for your business. In Part II, we’ll be asking the questions:

What is a content audit and how do we do one?

Let’s be honest here, a content audit isn’t the most exciting project to take on board.

It’s tedious and time-consuming, yet is one of the most essential steps in taking your business to the next level using your website and social media.

Think of a content audit as a sales pitch:

  1. Why you do what you do (why are you selling what you are selling?)
  2. How you do what you do (how are you selling what you are selling?)
  3. What is it that you actually do (what do you actually sell?)

A great video theory that can help you understand this is The Golden Circle by Simon Sinek

Similar to content strategy, a content audit allows you to have an indepth look into what your company’s core values are and be able to develop a theme around that with all communication. Content auditing allows you to identify where you’re going right (or wrong) with your content. Or more simply whether you have the right content to support your vision or organization's existence.

Content Auditing is not only an internal look into your company; it’s also about the outward perception of your organisation. Knowing what you want and what you want to deliver isn’t enough. You need to have a clear understanding of what your consumers believe, want and need. In previous times, sales was about push marketing and forcing things down peoples’ throat until they concede. Today, consumers are much more knowledgeable and can access all the information they required to support a buying decision at their fingertips. You need to understand which content works for them, and what doesn’t, more simply what they search for and how the search for that content affects the decision to buy, Perhaps a video, Review, Blog or a social recommendation from family or a friend who has bought the same or similar product.

To understand your uses online there a lot of online tools that can help you analyse the market. However the three main tools we use and recommend you to use and understand behaviour are:

  • Google Search Console (previously named Google Webmaster Tools)
  • Google Analytics
  • Google Trends

These tools help you track and understand your website, visitors and how to optimise your digital presence and improve your search-engine rankings.

1 . Google Search Console

Google Search Console allows you to check whether your site is even showing up on the Google Index or not. Usually, Google has software called ‘spiders’, which crawl the web and automatically add sites to their Index. If your site is not up, consider your site design may be too difficult to navigate, or the pages aren’t properly linked. If it ranks low on the index, use the Search Console to improve on simple things like metadata, sitelinks and mobile usability.

Most importantly, the Search Console allows you to check Content Keywords, which are the most frequently used keywords on your site. You can use this to build a theme around your content.

  1. Google Analytics

Google Analytics is also most often used for Content Marketing as well as remarketing through Ads.  We will look at Content Marketing in Part III. It shows you where your best and worst performing pages/content are, which can be an indicator of how well your content is performing. It also shows your sites bounce rates, identifying which pages users stay the longest on. It’s important to focus on the good, but equally important to focus on the bad. Look at your worst performing pages and see where you can improve.

  1. Google Trends

Google trends is about finding out what keywords people are searching for and how it is growing or trending either globally or locally. This is an incredibly useful pieceful bit information. businesses can use that data to analyse your local market to help you write better or more targeted articles around their niche or perhaps products and services they offer.

Below are three graphs generated using Google Trends, the first graph is to see the trend for the keyword Content Strategy. You notice that it’s a growing trend started roughly about 10 years ago.  You can also see that there has been some major press releases around the topic over that period which is indicated with the letters.

 content strategy trend

In second graph we can see that the Keyword Content marketing has had a massive growth since 2012.

 content marketing trend

Google trends also allows you to compare multiple keywords this is helpful when reviewing your content to see what should be the focus moving forward.

google trends comparison
All-in-all, a content audit can be tiresome and boring, so it’s often forgotten in the content-making process. However, the most important things a company can do is to improve their content is to understand their business, and how this matches with their clients’ wants and needs.

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