Start This Year With A Content Audit For Increasing Conversions- January 17, 2020 - Views: 346
An annual content is a necessity, a dreaded but important necessity. It is, after all, a little tough to be excited about a process that is long, tedious and very very boring.
But the truth is that an audit is the only way to be sure if or not techniques are working anymore. Content is the backbone of a good brand. It is the reason you’re visible in the market and the driving force behind good sales and marketing.
Your content needs to be in top form for your business to work.
There are no set rules to go about your audit. Content goals are specific to the audience and business and each has its own interpretation of what is working and what isn’t. However, there are a couple of integral questions you should ask yourself before retaining or deleting a particular piece of content.
A Content Audit
Before going into the actual questions, I would ask you to think about your audience. That is the reason we do what we do. Identify your audience, refresh persona’s and what they want to achieve online via your product or service.
Think about the goals that you have set for yourself. What is your content designed to achieve? Conversions? Social media following? Subscribers?
Once you know this you can finally begin the audit.
Check The Relevancy Of The Content
Blog data specifically requires an audit. Especially if it has data or topical references. These can err on the side of irrelevancy very fast. Depending on how fast-paced your industry is, change up these references periodically.
Time-sensitive references need to be refreshed and source links also need to a quick look over, ( do not cite anything older than two years.) You can even overhaul the entire content if you feel it just won’t work anymore.
The Number of Visits Also Tell You A Lot
The best way to figure out the health of a piece of content is directly linked to the visitor data.
Your site’s google analytics will help you get the data required for understanding the health of the content piece in question.
Four other parameters come inside determining the health of a piece of content.
- Average organic search traffic
- Average overall traffic per month
- Bounce Rate
- Average time on page
Understand The Engagement Of Your Post
Social media accounts can help in determining how important a piece of content is for your audience. Metrics like share, likes, and comments on social media are a helpful factor in the determination of engagement with the audience.
Check The SEO Indicators
The health of your article is grounded on a lot of factors. One of these factors is the SEO score of the post. But what needs to remember is that various elements help figure out the relative SEO pulling power of each post. You need to choose amongst various factors to see which works for you the best.
Some general indicators are:
Number and quality of backlinks
A good blog will include links from both external as well as internal sources which will connect it with the pages and existing content on your website.
Further, check if every link works and if you are managing to create any kind of authority. Next, have a look at the linking root domains- this is the number of sites that link to the article.
A well-optimized page title and meta description are essential for SEO purposes and by extension for getting people to the page.
Also, make sure that your blog is optimized for the search engine results page.
If you haven’t managed to compile a list of keywords for your blog, now would be the time to do so.
Ensure you don’t overstuff the article or blog with keywords. The keywords should naturally fit into the narrative.
Check The Conversions Of A Post
If one of the key indicators of success for you is conversion via the content, then check if or not the blog is converting. This can be in the form of blog subscriptions, event signups, and purchases. Check all of this and more with the help of Google Analytics.
Update, Repurpose. Delete
Once you are through with an audit, carry out a gap analysis. That will help you come to a conclusion regarding the articles. You will end up with three options
You should update the articles that have a good score.
The posts that have median scores, means they have potential and can work with a little help in the context and body.
The posts which performs the worst in every metric needs to be in turn deleted from your website.
An audit will help you create a healthy functioning website which is the essence of content marketing. To ensure you keep up with the times you need a strong foundation, with an audit that is precisely what you accomplish.
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