Content marketing is one of the most important aspects of modern SEO. While things like having an editorial calendar, inviting guest authors, and other aspects of content marketing are widely explored in articles and blogs, there tends to be less focus given to how you decide the type of content you actually need on your site.
Prior to putting an editorial calendar together, it makes sense to conduct a website content audit.
You’ll be pleased to know that there aren’t any hidden dangers or meanings here. A content audit is just that: looking at what you already have on your website.
Of course, if you’ve had a content marketing strategy of sorts in place prior to now, then the likelihood is that you’ll have a lot of pages and that a site content audit might take weeks to complete; it certainly isn’t something you can do in an hour when you have some spare time!
Here’s how to do it.
Step one is the most arduous of all. You need to pull every URL related to your site and put them in order. The easiest way to do this is to use your homepage as 1, then go along your navigation bar in logical order, from 2.0, to 2.1, 2.2, and so on. Pages that come out from these, for example, will be 2.1.1.
Not only does this ensure that you list every single page on your site, you’ll also be able to identify any glaring errors or holes in your site infrastructure and set about dealing with them immediately. You’ll also be surprised at how many great pages you might find that you’ve forgotten about when building internal links!
This is where you can really start to make a difference. You need to systematically go through your list of website pages and appraise the content on every single one.
Remember to look at your content through the eyes of a website visitor. What works on your website, and what might put people off making a purchase from you? Be honest with yourself, as you’re only diminishing your own potential if you’re not.
Use Google Webmaster Tools or Google Analytics to view the pages on your site that get the most attention. Do you have some evergreen content that gets many hits, but not many articles to attract new readers? Are there a selection of pages that are busy landing pages, but others that don’t even rank for you?
Having appraised your content, you should be able to find a link between the content on the page and the reason it isn’t being found or used correctly. If you’re struggling, consult an SEO marketing agency to help you delve deeper into your website.
Once you’ve completed your appraisals and monitored page performance, you’ll be left with an action plan for improving your content. Whether this is blogging on a more regular basis or simply rewriting some sales pages, doing this quickly will immediately make a difference to your SEO and enable you to concentrate on other areas of your campaign.
A site audit isn’t easy to do, and it takes a lot of time, but is definitely worth doing.