Four Steps for Conducting an Efficient Content Audit and Deriving the Most Value from Your Content

More content on your website does not necessarily mean a better position. Producing content after content, in the hope that it will perform well in search engine results and rankings, is often a counterproductive approach.

About 5 million blog posts are published every day. Unless you take a strategic approach to create content, you are only adding to the noise.

Collecting content on your site without a content strategy to guide it hinders SEO rather than improving it. An increasing number of web pages that do not provide real business value will only increase your website and decrease your overall authority, negatively impacting SEO.

Determine what value-added content really means

If a particular piece of content has been on your site for more than six months and is not generating a lot of traffic if it has no internal or external backlinks, and if it is not organically organized for any of the keywords you are targeting, do not add the has no value for your site. Ideally, this content needs corrective action to ensure that your site’s growth doesn’t increase.

There are several options to correct some of these pages: delete, do not index, redirect and update.

Rate your content

The word “audit” is enough to make any content team cringe. He paints a gloomy image of being surrounded by spreadsheets and buried in tons of data. But do not need to be like that.

All you need to do is understand the concepts behind conducting a content audit and take a few simple steps to harness the power of your existing content.

Step 1: Collect the data

The first step in performing a content check is to determine what you have. It involves collecting data about the content you have on your website, including landing pages and blog posts.

If you don’t have a comprehensive website, you can collect the data manually and enter it into a sitemap-based content control spreadsheet. Alternatively, you can use the Google search console or tools like Screaming Frog to get a complete overview of all of your web pages.

Export the list to the spreadsheet. If you don’t want to reinvent the wheel, you can use existing content management templates and customize them as needed.

Step 2: Analyze the content

By removing irrelevant content and low-value pages from your website’s architecture, you can increase your blog’s domain authority, drive traffic relevant to your business with the best conversion rates, and improve the search engine experience.

This process not only positively affects existing content but also gives the content you produce in the future a better chance of being ranked in search results.

After inserting all of your content into the spreadsheet, it’s time to roll up your sleeves and get to work on the real job. Ask the following set of questions for each web page you view to help you determine a new course of action:

  • Is the page directed to the right target group and keywords?
  • The page rank for any of the keywords you are looking for?
  • Is the page getting organic traffic?
  • Are there internal/external backlinks to the page?
  • Is there enough content on the page?

These questions help you determine the relevance of the content on your site as a whole and allow you to plan other necessary corrective actions.

Step 3: Plan corrective actions

You have five main options for solving the problems you discover:

  1. If your website is not targeting the right audience, is not eligible for targeted keywords, and is not getting traffic or backlinks, your website’s value is zero – it should disappear. You should make these pages disappear by deleting them.
  2. If the content does not have the right keywords, intention, or target audience, but has organic traffic and/or backlinks, it has value, but the traffic it brings is not very relevant to the offer of your business. You can choose to update your content to be more relevant to your best offers to ensure it’s targeting the right keywords below and in the center of the funnel.
  3. If the content is not ranked or has no traffic, but has high-quality backlinks from relevant publications, you can perform a 303 redirect and pass the link value from the page to another relevant page on the site.
  4. If you discover pages with shallow content as part of the content check, the best content on the page will be ideal for ensuring that it hits the right keywords and has enough quality content to give it a fighting chance works well.

Finally, if duplicate content pages are discovered and none can be removed (as is the case with optimized location service pages or e-commerce landing pages), it is not always possible to index the page so that it is not scratched by search engine robots and tracker.

It may seem like a lot to do, but taking one page at a time and assigning the appropriate action on the spreadsheet can simplify the entire content verification process. So you have to keep rinsing and repeating.

Step 4: Continue with the audit

Don’t get stuck in analysis paralysis mode. Once the analysis is complete, schedule an affirmative action on your calendar and get to work. Content verification is an ongoing process.

And, while in review mode, it’s always a good idea to examine your competitor’s website for gaps and plan content in advance to fill them.