{"id":6075,"date":"2019-06-03T12:56:10","date_gmt":"2019-06-03T19:56:10","guid":{"rendered":"http:\/\/www.canirank.com\/blog\/?p=6075"},"modified":"2021-04-12T13:55:43","modified_gmt":"2021-04-12T20:55:43","slug":"why-your-website-needs-a-content-audit","status":"publish","type":"post","link":"http:\/\/www.canirank.com\/blog\/why-your-website-needs-a-content-audit\/","title":{"rendered":"Why Your Website Needs a Content Audit"},"content":{"rendered":"<h1><span style=\"font-weight: 400;\">Why Your Website Needs a Content Audit<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Do you remember getting report cards when you were in school? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you were a good student or one that dreaded report card day, these pieces of paper always made you feel so exposed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But believe it or not, the point of report cards was not to call you out. They were there to make sure that your parents and teachers knew what you were doing well and what areas you might have needed help in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A website content audit is similar. Though it sounds intimidating, an audit ultimately helps to assess your site\u2019s performance and redirect your content strategy as needed.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is a content audit?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">First things first: a website content audit is essentially <\/span><a href=\"https:\/\/compose.ly\/strategy\/content-audit-guide\/\"><span style=\"font-weight: 400;\">a detailed inventory and analysis of your site<\/span><\/a><span style=\"font-weight: 400;\">. It evaluates each page in detail and provides data on key metrics such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">number of unique visitors<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">total page views<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">average time spent on page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">bounce rate<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With this data, you can assess what content resonates with your audience and conversely, what content doesn\u2019t. In this way, content audits provide a means of getting an objective perspective on your site\u2014not an easy thing to do. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The 3 Major Benefits of Conducting a Site Content Audit<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">1. Detailed, specific feedback for SEO<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Google updates its algorithm on a regular basis, making SEO dynamic and ever-changing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means your website\u2019s <\/span><a href=\"https:\/\/compose.ly\/strategy\/on-page-seo-checklist\/\"><span style=\"font-weight: 400;\">on-page SEO deserves a regular checkup<\/span><\/a><span style=\"font-weight: 400;\">, especially whenever a major algorithm update takes place. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A content audit helps you to accomplish just that. It provides insightful data on how users are reacting to your content and where there\u2019s room for improvement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, with a content audit, you may find:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your product pages with <a href=\"http:\/\/blog.canirank.com\/10-online-video-trends-you-should-follow-in-2019\/\">video content<\/a> outperform those without videos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A quarter of your blog posts do not contain any inbound links<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your worst-performing landing page has a handful of broken external links<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Several landing pages\u2019 meta descriptions are well over the character limit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visitors to your FAQ page have the longest session times<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s a lackluster bounce rate or disappointingly low amount of time on site, use observations from your audit to <a href=\"http:\/\/www.canirank.com\/blog\/do-it-yourself-seo-traction\/\">pinpoint your website\u2019s SEO weaknesses<\/a>. From there, you can make improvements as needed. That might be:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A complete overhaul and rewrite of a page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consolidation of similar content into just one page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Deletion of any content that simply doesn\u2019t add value to your reader or the rest of your website<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">SEO is a finicky science at best\u2014so while you may not be able to fully predict how a page will perform, a website audit at least provides hard data to help <\/span><a href=\"http:\/\/www.canirank.com\/blog\/improve-google-ranking-quickly\/\"><span style=\"font-weight: 400;\">improve each page\u2019s chance of ranking highly on Google<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Insight on user preferences and behavior<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">According to the Content Marketing Institute and MarketingProfs, <\/span><a href=\"https:\/\/www.impactbnd.com\/blog\/new-content-marketing-statistics-2019\"><span style=\"font-weight: 400;\">only 56% of marketers<\/span><\/a><span style=\"font-weight: 400;\"> use data collection technology to learn about their audience\u2019s preferences and behavior. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sure, many companies conduct customer surveys, but that only gives them subjective information that visitors choose to share. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A content audit, on the other hand, uses hard data gathered from all visitors to a site. And when you examine these data points and how they relate to one another, you\u2019ll get a much more holistic and telling picture of how users respond to your content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That includes insight like which pages users linger on, how often they convert, and when they navigate away. It&#8217;s immediate, objective, and not colored by the phrasing of a particular question.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider, for instance:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Does a certain page get an inordinate amount of shares, views, and backlinks? If so, you might want to study this particular page and figure out how to replicate its results.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Does a page see a lot of traffic but have a high bounce rate? This might indicate that readers are drawn to your page, but something about it misses the mark.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Or is traffic simply lackluster? It\u2019s possible your content simply isn\u2019t optimized well, making it difficult for users to find organically. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With a content audit, you\u2019ll get all of this visitor information without intruding on their time\u2014a big deal, considering how often customers are asked for their feedback. <\/span><a href=\"https:\/\/www.genroe.com\/blog\/pros-and-cons-of-surveys\/11471\"><span style=\"font-weight: 400;\">&#8220;Survey fatigue\u201d is real<\/span><\/a><span style=\"font-weight: 400;\">, and you don&#8217;t want it to impact anyone&#8217;s perception of your company. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Ideas for future content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, aside from its insight on your website\u2019s SEO and reader behavior, a content audit can benefit your business by fueling content ideation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, your audit identifies not just your website\u2019s weak points, but also its strong points. You\u2019ll see what pages do exceptionally well and can then use them as internal case studies to lead your content strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That might be, for example, realizing that one category of blog posts consistently receives more traffic than others. If so, you should consider investing in producing more blog content for this category. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alternatively, your audit may reveal content gaps\u2014that is, missing information that could benefit your readers. Thanks to your audit shedding light on this, you can focus on filling these gaps.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">4 Basic Steps for Conducting a Content Audit<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A content audit may seem rigorous, but it essentially boils down into four key steps.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Find or set up a content audit template<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Start by creating a content audit file where you can organize all of your data. This can be a simple spreadsheet with columns for each metric you want to analyze, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Page title<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">URL<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Category or type, e.g., guest post, product page, infographic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Meta description<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Word count<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Date of publication<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Author<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Number of social shares<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s also helpful to create a \u201cNotes\u201d column so that you can include any miscellaneous details worth mentioning, e.g., a post that\u2019s been republished before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, there\u2019s no need to reinvent the content audit wheel altogether\u2014especially if you\u2019re pressed for time. Find a selection of free and customizable audit templates online, such as ones from the following brands:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/buffer.com\/library\/content-audit\"><span style=\"font-weight: 400;\">Buffer<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/compose.ly\/strategy\/content-audit-guide\/\"><span style=\"font-weight: 400;\">Compose.ly<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/coschedule.com\/blog\/content-audit-template\/\"><span style=\"font-weight: 400;\">Coschedule<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/spot.goinflow.com\/ecommerce-content-audit-toolkit\"><span style=\"font-weight: 400;\">Inflow<\/span><\/a><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">2. Collect data about your site<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It&#8217;s tedious gathering and aggregating data\u2014and far less interesting compared to actually perusing it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, there are a variety of site audit tools out there that simplify the data collection process. Consider trying one or a few of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/try.alexa.com\/marketing-stack\/seo-audit-tool\"><span style=\"font-weight: 400;\">Alexa\u2019s SEO Audit Tool<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.screamingfrog.co.uk\/seo-spider\/\"><span style=\"font-weight: 400;\">Screaming Frog\u2019s SEO Spider<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"http:\/\/www.sharedcount.com\/\"><span style=\"font-weight: 400;\">SharedCount<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.semrush.com\/siteaudit\/\"><span style=\"font-weight: 400;\">SEMrush\u2019s Site Audit<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.seoptimer.com\/\"><span style=\"font-weight: 400;\">SEOptimer<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Different tools offer different functionalities and thus, different insight. So if the thought of having even more data doesn\u2019t overwhelm you, try mixing and matching multiple programs\u2014that could mean a more holistic view of your site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, consolidating data from separate tools can be a pain. However, you\u2019ll find that most audit tools allow you to easily export your data as a spreadsheet, which you can work off of directly, or transfer into in your audit template.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Analyze your data<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Here comes the fun part: interpreting your data. With a rich set of data points at your disposal, it\u2019s time to dive in and understand your site\u2019s current successes and failures.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make the most of your data analysis, try these tips:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Look for patterns. <\/b><span style=\"font-weight: 400;\">Do you see any trends in what performs well or what performs poorly? There may be some underlying commonalities in certain pieces of content on your website and how users respond\u2014for example, it could be that your audience prefers your listicles over your infographics, or that the downloadable content with \u201cfree\u201d in the title gets consistently more views. In any case, make note of these patterns, which can be very telling of what users like and dislike. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Compare multiple data points.<\/b><span style=\"font-weight: 400;\"> For instance, do pages with a low bounce rate also have <\/span><a href=\"http:\/\/www.canirank.com\/blog\/social-media-in-seo-why-it-matters-and-why-it-doesnt\/\"><span style=\"font-weight: 400;\">high social share numbers<\/span><\/a><span style=\"font-weight: 400;\">? How great is the overlap between your most shared pages and pages that receive the most traffic? The more data points you compare, the more deeply you can analyze the performance of individual web pages and understand what content is most effective.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Traffic, views and shares are great, but you\u2019ll see that certain pages are just much better at attracting the high-intent visitors If you can do it today, have a look at your email signups and conversion statistics. Your site is supposed to be using <\/span><a href=\"https:\/\/www.emailvendorselection.com\/best-lead-generation-tools\/\"><span style=\"font-weight: 400;\">lead generation software<\/span><\/a><span style=\"font-weight: 400;\"> and tactics. It could very well be you are missing some great opportunities mid-way and further down the funnel. Offering the right incentive (think <\/span><a href=\"https:\/\/sleeknote.com\/blog\/holiday-gift-guides\"><span style=\"font-weight: 400;\">gift guides<\/span><\/a><span style=\"font-weight: 400;\"> for instance) can give just enough motivation for them to make a first purchase. <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Create a benchmark SEO checklist. <\/b><span style=\"font-weight: 400;\">It can be overwhelming running through the ins and outs of SEO for each individual web page, especially if your site happens to be on the larger side. But by creating an SEO checklist, you can easily identify whether your content meets a baseline standard of optimization, and flag pages that don\u2019t in your audit spreadsheet. Some checklist items might include:<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Target keyword in content\u2019s H1?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Target keyword in content\u2019s meta description?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">At least 1-3 inbound links?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">At least 1-3 outbound links?<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">4. Create action steps<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Every conclusion you draw from your content audit data should inspire some sort of action because, without any next steps to act on, a content audit is\u2014well, just a status update at best. And leaving it at that would be a big missed opportunity for your site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So use the insight gleaned from your audit to establish concrete action steps for your content. That could include any of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Edit a page for minor errors, e.g., fix broken links or correct typos<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"http:\/\/www.canirank.com\/blog\/8-landing-page-optimization-tips\/\"><span style=\"font-weight: 400;\">Reoptimize a page to make it more SEO-friendly<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rewrite or significantly revise some content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consolidate multiple pages into just one<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Delete content altogether<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Make <a href=\"http:\/\/www.canirank.com\/blog\/ecommerce-seo-guide-faqs\/\">an action plan<\/a> delegating tasks across your content team, or to be shared with <a href=\"http:\/\/writer.com\" target=\"_blank\" rel=\"noopener\">business writing assistants<\/a>, and consider ordering them from highest to lowest priority. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And to keep tabs on how these changes impact your site\u2019s performance, later on, log them in your calendar or on Google Analytics. You can refer back to these notes months down the line when it\u2019s time to conduct another audit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes\u2014that\u2019s right. A content audit isn\u2019t just a one-time event; it should be repeated, whether on a monthly, quarterly, or biannual basis. Why? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no telling that your site will maintain a steady trajectory over time. Google\u2019s algorithm changes, after all, and your users likely will as well. A content audit thus helps you stay on your toes, ready to change or adjust the direction of your content strategy for optimal results. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Because SEO and user needs constantly change, your website should as well. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s ultimately why you need content audits\u2014they help with guiding your site\u2019s natural evolution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Done well, a content audit provides specific and actionable data about how each of your web pages performs\u2014and in doing so, give clues about how to improve your site and what kind of content you should produce next. In short, content audits help you transform your site\u2019s current shortcomings into its future strengths, and develop new content that better aligns with your audience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">About the Author: Joyce Chou is a Content Specialist at <\/span><a href=\"https:\/\/compose.ly\/\"><span style=\"font-weight: 400;\">Compose.ly<\/span><\/a><span style=\"font-weight: 400;\">, a content platform that matches businesses with seasoned freelance writers. Apart from writing for Compose.ly\u2019s blog, Joyce also contributes to other publications about digital marketing, personal finance, and business and e-commerce. You can reach Joyce on <\/span><a href=\"https:\/\/twitter.com\/joycewchou\"><span style=\"font-weight: 400;\">Twitter<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/www.linkedin.com\/in\/joyce-chou\/\"><span style=\"font-weight: 400;\">LinkedIn<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why Your Website Needs a Content Audit Do you remember getting report cards when you were in school? Whether you were a good student or one that dreaded report card day, these pieces of paper always made you feel so exposed. But believe it or not, the point of report cards was not to call [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[60],"tags":[],"class_list":["post-6075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grow-your-content"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Your Website Needs a Content Audit &ndash; CanIRank Blog<\/title>\n<meta name=\"description\" content=\"First things first: a website content audit is essentially a detailed inventory and analysis of your site. 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