A content audit is a process of tracking down and organizing all content produced by a company. Content audits not only help you with managing a website but also in governing the content on it. Organizations use this method to achieve clarity and improve performance. However, these should be done with sustainable and clean web content practices.
There are two major approaches you can consider before conducting a content audit for your website.
Two types of content audit you can consider for your website
Qualitative Content Audits
A qualitative content audit digs deeper into the data and helps you retain the content that meets various organizational goals. These factors are the ones you should consider while in the process of a site redesign:
- Conversions: Frequency of the page in converting users to action
- Keyword research: Question the relevancy of terms and phrases to this page and how often they are used.
- Bounce rate: Evaluate the time and number of people leaving a page
- Meta description (and length): Check whether the Meta description, which shows up in search results and when the page is shared via social channels, clearly and accurately describe what the page is all about? And if it is less than 160 characters?
While considering optimizing site performance, focus on the performance data for each page:
- Load time: how long does the page take to load?
- A number of server requests: how many times does the page make server requests to load assets? (This will directly affect load times)
Quantitative Content Audits
This type of audit helps you in providing inventory for all your content. It tells you where you stand so you can devise a plan for future. You can rely on these to hit you with hard facts about your content such as:
- Page type: Besides checking how many pages are there and how they are categorized, you should also see what type of page it is. (News article, product info, staff bio, etc.)
- Content type: What are the types of content available on the page? Images, videos, PDFs; anything embedded or as downloadable links.
- Page visits: How many times have people visited each page in the past 12 months?
If you execute the process of content auditing well, it will allow you to do a broad analysis of what content performed well and why. You can then use that data to carve your strategy to move forward which will give you big results in the future. Otherwise, you can consider hiring content marketing service providers or a digital marketing strategy agency to help you with a better website.