Columnist Thomas Stern shows how to do the right content audit to assess whether your content is relevant to your brand goals and SEO goals, and whether it's driving what your customers want.
Google has changed a lot in terms of marketers over the past few years. From major algorithm updates to voice search, all of these changes follow Google's ultimate goal of providing its users with the best possible search experience.
As a result, it is not enough to simply develop and optimize website content for search engines. With better language processing the focus of improving search results, your brand's website content is no longer just for search engines, but for real people.
To attract users and search engines, brands email list must go through an audit process to evaluate their website content to see if it's working properly and identify areas for improvement. A website content audit is the cornerstone of your entire content marketing.
Content auditing, in the right circumstances, can help determine whether your website content is relevant to your branding and marketing goals, and whether it is relevant to your customers' needs. Audits can identify issues with accuracy, consistency, voice, and intonation; but also provide direction for SEO.
Reviewing existing content
Not every content review is the same; it takes familiarity to set up a successful framework across many different digital marketing channels. However, every content audit has some things in common, such as quantitative and qualitative metrics that evaluate each page of your website.
The first step in a content audit is to document the existing content of all sites. At ZOG Digital, we found it easiest to centralize data and break down information like URLs, page titles, conversion rates, meta descriptions, and more in a single spreadsheet to start our process.