Let’s face it. Content Marketing cannot be mastered overnight. That’s why having a content marketing process for your website is critical for Search Engine Optimization (SEO).
When we work with clients, we usually start by saying, “a content site audit will keep the Google Panda penalty away. “ And the point is that you need an on-page content audit to improve your SEO lead generation results. Wait, what’s a content site audit, you ask?
Let’s back up a bit.
A content site audit is a qualitative review of content on your site. For instance, you can audit content by evaluating all content URLs to analyze and provide recommendations for each page of content. Content audits help you identify outdated pages, wrong information and pages that have poor SEO.
Why is a content site audit critical?
A review of your website’s content is like spring cleaning. It’s the equivalent of following through with your New Year’s resolutions. It has many benefits.
Content site audits are healthy for your SEO. Information you learn from an audit can increase your search ranking and create a catalog of all of your content. Conducting a content audit will also prevent your site from getting penalized by that Google Panda I mentioned earlier—the search results ranking algorithm that purges the web of thin content on websites.
Tools for your content site audit:
- Google Drive Sheets. (Microsoft Excel works great, too.) A grid-type format helps you organize your URLs, tags, anchor text and other factors of your content audit.
- SEM Rush. This program will crawl your site to identify how many pages it has and immediately point out the worst mistakes. For example, if you have a 404 Error (missing page) or missing Meta content, SEM Rush will tell you.
- Screaming Frog. This is a search engine spider desktop program. It crawls websites for links, images, CSS, script and apps from an SEO perspective.
- Analytics Tools. Google Analytics (GA) is the most used analytics platform around. It allows you to see the most popular pages on your website. Your most visited pages are a good place to start when auditing your content.
Your content site audit checklist should include:
- Page Titles
- Does it contain 70 characters or less?
- Does it contain keywords?
- Are there numbers in the URL? (Avoid numbers in the URL.)
- Meta Description
- Does it contain 160 characters or less?
- Does it contain keywords?
- Type of Content
- Is it a graphic? Text? Or both?
- Is your content up to date?
- Are there grammar errors or misspellings?
- Is the tone consistent?
- Is it missing content?
- Is it missing a source link?
- Source of Content
- Original or curated?
- Is it properly sourced?
- Source of Audience
- Where does your audience come from?
- Is localized content a success on your page?
- What about referrals?
- Do you have a strong keyword strategy?
- Are you using these keywords in your content?
- Are your keywords SEO-optimized?
- What is the load time for each page?
- What is each page’s ranking?
- How long does your audience stay on a page?
- Does the Call to Action work?
- How many unique visitors do your more popular pages receive?
- What is the bounce rate?
Phew! We covered a lot. And you know what? This is a good starting point. But it’s not the whole gamut. Each content situation is unique. So review your content library and decide if you need to add or subtract from the checklist.
Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.