Why your website needs a content audit

Written on 08 February, 2016 by TPP Wholesale
Categories: Online Marketing | Tags: content

Give your website the attention it needs to thrive by scheduling regular content audits. Perfect for assessing how well your website is currently performing and great for identifying areas for improvement, a content audit should be part of your annual site-maintenance strategy.

How will a content audit help?

An audit is a great way to identify existing problems, but it can also help you spot ways to repurpose content using different formats and highlight opportunities for creating new pages.

The content you have on your site may have been there for some time, so it’s worth checking whether the current pages are still relevant. It’s possible your products have changed, new developments have arisen in your industry or simply that you now have a better way of explaining something.

An audit can also be useful for revealing areas you’ve failed to cover. Do you notice people searching your site for information you don’t have? Are there big content gaps just waiting to be filled? By looking at how people interact with your site as well as the information you have on the page, you’re likely to find ways to update your offerings and boost performance.

Tips for a successful audit

To get the most out of your audit, it needs to be methodical and well thought out. Start by creating a grading system for your pages. For example, a ‘five’ is a page that has all the elements in place and requires no changes, while a ‘one’ is a page that isn’t fit for purpose and needs an immediate overhaul. That way, you’ll know how and where to prioritise your efforts.

You’ll also need to establish what you’ll be looking for on each page. Each assessment should consider elements such as:

  •          On-page copy.
  •          URLs and page names.
  •          Internal and external links.
  •          Images and videos.
  •          Meta titles, keywords and descriptions.
  •          Usability elements (the user experience).
  •          Social buttons and sharing.

As for the copy itself, ask yourself:

  •          Is the tone consistent?
  •          Does the voice stay on-brand?
  •          Are pages well written and engaging?

Create a checklist including the above questions and anything else important for your website then run through it for every page on your site. This is a time-consuming task, but the benefits are plentiful.

Top tools at your disposal

In addition to manually checking and reading your existing pages, you should also have a look at your site analytics and how they measure up.

Google Analytics and Screaming Frog are great tools for allowing you to see how well your pages perform from an SEO perspective and can provide valuable insight into how people are interacting with pages. Your website’s analytics can also show whether customers are able to access the information they’re searching for.

You might find that highly desired content is buried away and that a simple navigational fix is all that’s needed. Or it could become clear that your customers prefer ‘how to’ videos to pages of text and that you need to improve your media content.

Is a content audit already part of your routine? If not, why not?