The Dos and Don'ts of Conducting a Content Audit

Are you ready to dive into your website's content and assess how effective it is? If so, then conducting a content audit is a great place to start. In this article, we'll provide you with some key dos and don’ts of conducting a content audit that will help make the process more successful and efficient.

From understanding what kind of information to look for, to knowing when to call in the experts, this guide will get you started on your content audit journey, and ensure that your audit is conducted in the most effective way possible.

Before we take a closer look at the dos and don'ts of content audits, let's define what a content audit is. A content audit is an analysis of your website's existing content that identifies any gaps or opportunities for improvement. This helps you understand which pieces are working well and which ones need to be updated or removed entirely.

Key Fact

The average reader enjoying your content has an attention span of just 8 seconds - this means that your window to grab them is extremely limited, and ensuring that content is of a high quality is crucial.


What Are The Benefits of A Content Audit?

Before we take a closer look at the dos and don'ts of a content audit, you may be wondering what the benefits of doing one are. There are many, but some of the most important ones include:

Improve Content Quality

One of the main benefits of conducting a content audit is that it can help you improve the quality of your content. Identifying any gaps or opportunities for improvement will ensure that your content is up-to-date, accurate, and engaging for readers.

Increase Organic Traffic

Another benefit of a content audit is that it can help you increase organic traffic to your website. By ensuring that all of your content is properly optimized for search engines, you can make sure that more people are finding and engaging with your website.

Save Time And Money

A content audit can help you save both time and money. By taking the time and effort upfront, you can identify any issues or opportunities for improvement before investing resources into them. This will ensure that the changes you make are effective and efficient.

Gain Insights Into Your Audience

A content audit can help you gain valuable insights into your audience. It can provide information on who is visiting your website, what type of content resonates with them, and how they are engaging with it. This can be incredibly useful for understanding how to better meet the needs of your target market.

Identify Opportunities For Growth

Finally, a content audit can help you identify opportunities for growth. By understanding what type of content is performing well, you can create more of it to increase engagement and traffic. Additionally, knowing which pieces need updating or removing can help free up space on your website for fresh, new content.

Key Fact

Slow loading time is said to be the biggest reason that readers and customers turn away from a website - if your site is of poor quality, slow to load, or tricky to navigate, you could be losing readers no matter how great your content is, so don't be afraid to call in a professional and make sure everything is running smoothly.


The Dos Of Conducting A Content Audit

So, what should you do when conducting a content audit? We took a closer look...

1. Do Know Your Goals

One of the most important things to do when conducting a content audit is to identify what your goals are. Knowing why you are doing the audit and what you hope to achieve will help inform your decisions and keep you focused on the task at hand.

For example, if your goal is to attract a great audience, then you need to take time to focus on what they want - use tools such as AlsoAsked, Answer the Public and Uber Suggest alongside Google Trends to gain a real insight into what your audience are searching for - this is invaluable for ensuring that your content is relevant and engaging.

2. Do Analyze Your Content

Once you have identified your goals for the audit, it's time to get stuck into analyzing your existing content. This involves looking at factors such as how long each piece of content is when it was last updated, and what type of response it has received from readers. 

Additionally, if you are using a content management system (CMS) like WordPress, you can take advantage of plugins such as Yoast SEO which provide detailed insights into how your content is performing.

3. Do Be Strategic

Once you have identified the goals of your content audit, it's time to be strategic about how you approach it. Start by assessing what content is performing well and which pieces need to be updated or removed. Then, create a plan for how you will update the content in line with your goals.

4. Do Make Use Of Tools

Tools such as BuzzSumo and Ahrefs are great resources for conducting a content audit. With these tools, you can easily get an overview of how each piece of content is performing on social media, as well as an analysis of which keywords it is ranking for. This can be incredibly helpful when it comes to understanding what content needs to be updated or removed.

5. Do Involve An Expert

If you don't have the necessary skills or knowledge to conduct a content audit, it's always best to call in an expert. A professional can help identify any issues that could be holding back your website's performance and provide helpful insights on how to improve it.

If you don't have the necessary skills or knowledge to conduct a content audit, it's always best to call in an expert. A professional can help identify any issues that could be holding back your website's performance and provide helpful insights on how to improve it.

Case Study

A great example of a successful content audit was done by an online retailer, Homeware Haul. They started by assessing their current content and identifying areas for improvement. This included optimizing each piece of content for keywords, ensuring that the content was easy to navigate, and adding calls to action throughout the site.

To track their progress, they created a timeline with specific deadlines and goals and also implemented analytics to monitor the performance of their content. After completing their content audit, they saw a 28% increase in website traffic and a 21% increase in conversions.

This case study serves as an example that with the right approach, businesses can see great results from conducting a content audit, and highlights the importance of taking the time to assess and optimize your content.



The Don'ts Of Conducting A Content Audit

Sometimes, knowing what not to do is as important as having the right steps - so here are some things to avoid when conducting a content audit.

1. Don't Rely Solely On Analytics

While analytics are a great way to get an overview of how your content is performing, they don't tell the whole story. To really understand what changes need to be made, it's important to look at the actual content on your website and assess it through a qualitative lens.

2. Don't Forget About SEO

As you conduct your content audit, it's important to keep SEO in mind. Ensure that each piece of content is optimized for search engines by including relevant keywords and phrases, as well as ensuring that each page is properly structured.

3. Don't Skip The Quality Check

Finally, once your content audit is complete, it's important to do a final quality check. Look for any typos, broken links, or other errors that could be holding back your content from performing at its best.

4. Don't Rush

Content audits take time, so it's important to not rush them. Allow yourself enough time to properly assess each piece of content and make changes where needed. This will ensure that your website is performing at its best and giving readers the experience they deserve, and will guarantee that your content audit is as successful as possible.

Final Thoughts

The most important thing to remember when conducting a content audit is that it should be done strategically. Take the time to assess each piece of content, identify any areas for improvement, and track your progress to ensure that you reach your goals. With the right approach, you can ensure that your website is performing at its best and giving readers an experience that they won't forget.

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