How To Run A Content Audit: A Step-By-Step Guide

Content Audit

What is a content audit?

A content audit is a systematic method of identifying what’s working and what isn’t in terms of the content on your website. Audits help you identify where you’re getting good results and where you need improvement. You’ll want to do a content audit at least once per year to make sure everything is running smoothly.

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Why should I run a content audit?

You should run a content audit if you feel like something about your site isn’t working properly. Maybe you’ve noticed that some pages aren’t ranking well or that visitors aren’t converting. If you notice these things, then it might be time to take a look at your content.

How do I run a content audit on my own website?

There are two ways to run a content audit on your own website. One way is to use Google Search Console. You can use this tool to crawl your entire website and analyse its structure.

What does a content audit consist of ?

The first step in a content audit is to create a list of keywords related to your business. Once you have those keywords, you’ll want to go back to each page on your website and find out how many times they appear. Then, you’ll want to count how many times each keyword appears on each page. After you’ve done that, you’ll want to compare the total number of times each keyword appears across all of your pages.

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Where do I start?

When you’re looking at your content, you’ll want to focus on three different aspects:

  1.  Keywords – Make sure that your content contains relevant keywords. These keywords should appear naturally throughout your text, not just at the beginning or end.
  2. Page Load Speed – Your website should load fast. If it doesn’t, users may leave before they get to any of your content.
  3. User Experience – Users shouldn’t have to spend a lot of time navigating around your site. If they do, they won’t stick around long enough to read anything.

What happens after I finish a content audit ?

1. Start with a list of keywords.

 Start by listing out the keywords that best describe what your content is about. You may have a general idea of what your content is about, but if you’re not sure, this is the time to find out! Use Google Adwords Keyword Tool to help you get started.

 2. Find similar content.

Once you know what your content is about (and how to write it), start looking at the content that already exists on your site. Look at the titles, meta descriptions, and body copy. If you notice something similar, then take note of the title and description and use them as inspiration for your own content.

 3. Write a list of ideas.

 Now that you have some good examples of content written by others, think of ways that you could improve upon their work. What would make yours unique? Think about the types of topics you want to cover and brainstorm different angles on those topics.

 4. Create a spreadsheet.

 Make a spreadsheet that lists each piece of content you plan to create. Include the following information:

 • Title

 • Description

 • URL

 • Category

 • Tags

 • Keywords

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A Step-By-Step Guide

1. Choose Your Audience

The first step in any content audit is choosing who you want to reach out to. You may have a specific audience in mind, or just want to make sure you’re not missing anything. Either way, start by thinking about who you would like to target. Is it potential customers? Current customers? New prospects? 

 2. Define Your Goals

Once you’ve chosen your audience, you’ll need to decide how much time you want to spend on your content audit. How long do you plan to take to complete it? Will it only take a few hours, or could it take days or weeks? When you set your goals, you can figure out how much time you need to devote to each goal.

3. Start With Your Own Website

Now that you know who you’re trying to reach and how much time you have to dedicate to your project, it’s time to get started! First things first: go back to your website and check if you have any duplicate content. Duplicate content occurs when you post similar information across different platforms — such as social media channels, email newsletters, blog posts, etc. — without properly linking them together. In fact, some websites even use exact copies of articles or videos to drive traffic to their own site. While having a lot of duplicate content isn’t necessarily bad, it does mean you’re wasting valuable time and effort promoting content that’s already been done elsewhere.

 4. Check Out Similar Websites

 If your website doesn’t have plenty of unique content, the next thing to look at is your competitors’ websites. Take a look at their blogs, social media pages, and other online content. What kinds of topics do they cover? Which ones resonate best with their audiences? By looking at these sites, you can learn a ton about your industry and your competition.

 5. Find Bloggers and Social Media Influencers

 Another great place to find quality content is on social media. There are tons of influencers out there who regularly share interesting stories, tips, and advice. These people tend to have large followings, so chances are they’re posting relevant content that matches your brand’s message. To find these bloggers, you can search Google, Facebook, Twitter, LinkedIn, Instagram, and YouTube using keywords related to your business.

 6. Look At Other Online Resources

 Finally, you should explore other online resources, including online forums, forums, and Q&A websites. Forums are a great resource for finding people who might be interested in your products or services. Many forums allow users to ask questions and receive answers directly from experts in the field. 

 7. Make Sure All Of The Above Steps Work Together

 As you continue to conduct your content audit, keep in mind that it’s not enough to simply collect data points. You need to be able to connect those points to create a cohesive story. That means making sure everything you find fits into your overarching narrative and marketing strategy.

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