Search engine optimisation (SEO) is a landscape that is continually changing because Google constantly releases new updates to their algorithms. Search engines force organisations with an online presence to re-evaluate their SEO strategies and, as a result, these companies have no choice other than to carry out content auditing from time to time.
The value of content auditing
It is however surprising that few individuals, and even businesses, realise how crucial and beneficial content auditing is to their organic growth. This may be because most companies don’t see content as a valuable asset but rather as “something” that needs to exist on a site.
Some believe that content is only necessary for higher organic rankings on search engines. However, they couldn’t be more wrong…
SEO audits have gained a reputation for being annoying as well as time-consuming. Most marketers who own websites understand and appreciate the importance of content auditing.
Why content auditing is so important?
Approximately 93% of all online experience begins with a search engine. This means that you need frequent content audits to ensure that your website remains relevant. And we all know that the best spot on platforms like Google, Bing, and other search engines is on the first page. Content auditing will help you get there.
We at the Digital School of Marketing (DSM) recommend that you perform a content and SEO audits no less than once a year. Every time you do so make sure that you keep proper records of whatever findings and changes you’ve made to your content which have positively impacted your results. The more you do SEO audits, the easier it becomes.
How do you do a content audit?
Content auditing, especially when done for SEO purposes, involves taking a complete inventory of all the content of your site that can be indexed by search engines. You’ll then analyse this content using multiple performance metrics obtained from various resources. This will determine which content should be improved, kept or removed.
Here are the top five reasons we at DSM believe you should be auditing your content and developing a great content marketing strategy:
It gives you a chance to refresh your content
By bringing your content up to date by deleting irrelevant links and adding new information, you ensure that all content is up to date and relevant. This is an important organic ranking factor and will set you on the right path to the first page of Google! Search engines always favour fresh and relevant over dormant and outdated content so make sure that you area always on top of your content creation.
Content auditing provides you with a chance to update and add new highly targeted keywords that can boost SEO
By using Google Search Console – or other keyword research tools – on a regular basis you will be able to spot new potential keywords and queries that can help your site outrank competitors. Update your content with relevant and targeted keywords regularly to ensure you are maximising your site’s organic ranking potential.
It provides you with a chance to refresh and update your site maps
Search engine crawlers go through your site regularly but it could take a few weeks before their next visit depending on your site’s settings. When you’ve made the changes to your site, you can manually re-submit your sitemap which will help search engines identify any necessary changes immediately.
Content auditing provides you with a chance to fix both internal and external SEO-related issues
Managing a website can be expensive and time-consuming, not to mention hard work. As there are so many factors that determine your overall ranking within search engines, you can easily overlook simple mistakes like duplicated content, poor-quality articles, bad and broken links within your content.
A content audit can help you identify and correct both your on-page and off-page SEO mistakes.
It can help you meet sales and revenue goals
Media and software companies’ revenue is largely dependent on content marketing. If done correctly, any company can monetise their content, however, it’s important to know that there should be a strong connection between your content and what you are trying to sell. Clear content and marketing goals needs to be set. Ranking higher in search engines will help drive more traffic and ultimately sales. By performing a content audit, you will realise which goals have been left out allowing you to update you content marketing strategy which can help boost overall revenue.
A content audit will ensure you’re on top your content marketing strategy. It allows you to track metrics and content performance more efficiently, make data-backed decisions; shift your attention to what’s working and what needs to be done to get you to where you want to be.
Does learning more about how to do a content audit – as well as other aspects of SEO – tickle your fancy? Yes? Well, then you need to sign up for the Digital School of Marketing’s Search Engine Optimisation Course. Follow this link to learn more.