Have you ever stopped to do a content audit on your company’s blog ? If not, you could be missing out on opportunities to improve your brand authority and get more qualified traffic to your pages.
Just as there are audits within companies to evaluate processes, performance and finances, the contents of a blog need to be reviewed periodically to remain useful for the business and for users.
We know that SEO leads to the generation of content considered timeless, but it is necessary to align everything that has been and is being published with the frequent updates that Google makes, with consumer behavior and with the company’s purposes.
And the audit serves, precisely, to keep everything on track, taking all these points into consideration.
What is content auditing?
In short, doing a content audit means analyzing everything that has already been published on the website and blog to understand how it has performed and what needs to be adjusted.
This care is important, because not asia mobile number list who develops content for a given company always strictly follows SEO strategies, which can compromise the organic performance of the published material.
By performing this content audit, it is possible to define the most appropriate practices to keep an article relevant, which range from updating information, inserting videos and images, expanding content, optimizing URLs and, ultimately, definitive removal.
READ MORE: What can an SEO specialist do for your business?
Why is it important to do a content audit?
In the digital world, competition isn’t limited to paid traffic. Achieving prominent positions in organic search is also necessary to increase what does seo optimization of filter pages give? visibility and reach. The richer the content published, the greater the chances of it being accessed by users at different stages of a purchasing journey.
A company that carefully analyzes the content of a blog makes it clear that:
- You are concerned about what you post on the internet and how you post it.
- You want to present yourself to users as a source of highly relevant content that helps increase knowledge and make purchasing decisions.
- Keep an eye on Google updates and make the necessary adjustments periodically.
By taking inventory of all content and thoroughly analyzing its metrics, the SEO team has the opportunity to increase the blog’s performance and make it an even more powerful tool for:
- Offer more strategic content;
- Increase organic traffic;
- Attract qualified audiences and all stages of the conversion funnel;
- Increase time spent on the page;
- Optimize lead generation;
All the objectives listed above can only be achieved with planning, measurement and analysis. And these processes must necessarily involve content auditing.
It is also worth remembering that a content audit will help the team improve SEO content strategies. This is because the analysis will allow a new perspective on:
- Discover new keyword opportunities.
- Invest in terms of long tail.
- Make better use of internal links.
- Better organize content to support the purchasing journey.
READ ALSO: Google Suggest: keep an eye on it!
How to do a content audit?
Automation is an important partner when it cell phone number to performing a content audit. This is because the data collected by the tools will help the team make the best decisions.
A spreadsheet can make things easier. It displays all the content that has already been published and the reference indicators, such as the number of views and visits, keywords, internal links, time spent on the page, conversions, etc.
The future of each content depends on the indicators to:
- A page with a lot of views and few clicks, for example, may need a redesign of the meta description and title.
- An article with good traffic deserves another type of care, such as a review to keep the data up to date and the content relevant.
- A page positioned on the third or fourth page needs more attractive images and more relevant content to become more competitive and reach new positions.
- Two articles with the same keyword can cause cannibalism, which is when two or more articles compete for the same space, causing Google to choose one and disregard the others. In this case, it is necessary to check which text is performing better and discard – or add – the others.
It is important to make it clear that there is no set recipe for this auditing process. This is because Google updates, SEO rules, customer behavior and the company’s positioning. In the market also need to cross-referenced with the data to how the content should – or should not.
