The Step-by-Step Guide to Conducting a Content Audit - Deepstash

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The Step-by-Step Guide to Conducting a Content Audit

semrush.com

What Is A Content Audit?

A content audit is the process of systematically analyzing and assessing all the content on your website. The final objective is to reveal strengths and weaknesses in your content strategy and content development workflow, and adapt your content plan to your current marketing goals.

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A content audit is a difficult & time-consuming process, it is important to begin with clear, defined objectives.

The first step is to think about your business goals (e.g. SEO, engagement, conversion, etc). What benefits can you gain from a content audit? What are the results you want to a...

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Before creating an inventory of URLs and metrics, it is important to decide what kind of content you are going to review.

You need to start your inventory by collecting all the URLs of pages you want to analyze.

After collecting your URLs, sort them by different criteria, & track it w...

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Examine your content metrics as a whole to gain a clear picture of the state of your site’s content.

Take into account the different stages of the buyer’s journey. Your ‘Awareness’ content may attract more traffic, but have a lower conversion rate. Your ‘Consideration’ content may have less...

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Before drawing up an action plan for each URL, refer to the goal(s) you set out in step 1. Each investment in your content plan should align with a goal.

Next, prioritize actions based on how achievable the goals are in line with the effort required.

Add a priority column to your spre...

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Actionable tips to include in your content audit workflow for individual pages:

  • Reuse: Combine different pieces of content to create another one or publish in a different format.
  • Rewrite: Rewrite underperforming content with examples, tips, & practical details.
  • Expand: ...

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  • Update CTAs: Replace outdated CTAs with relevant ones to reactivate your content marketing funnel & improve conversion rates.
  • Add videos
  • Add images
  • Optimize metadata: Rewrite titles, meta descriptions, & h1. Use better keywords to make it more natural & attractive for...

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  • Use 301 redirects for web pages removed from your website to avoid "not found" pages & improve user experience.
  • Inform Google about your content updates by using Google Search Console. The URL Inspection tool within Search Console allows you to submit recently updated web pages to Go...

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It is important to keep your long-term marketing strategy in mind. Track your successes & failures & steer your content strategy in different directions to appeal to your target audiences in other ways, adjust assets for better organic reach, & improve conversion rates.

Note what works & ex...

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