Single Blog

Doing an SEO content audit is a must if you want to keep your website ranking high in the result pages from different search engines.

SEO is all about optimization. Keeping your website sharp and up to date with high-quality content and the latest demands from Google in terms of the website’s performance.

When conducting an SEO content audit, you need to focus your attention on several aspects if you want to get the most out of your time doing the audit. Everyone can perform SEO audits, but knowing what the numbers mean and what to do with them is another thing.

Let us learn more about content audits and what to look for when doing them.

Why should I do a content audit?

Releasing content on a regular basis is extremely beneficial for businesses looking to create brand awareness and rank high. Every time a user does an organic search, Google shows them the most relevant pages for that particular search query.

Blog posts remain one of the best strategies to position a brand within a niche. This is probably related to the fact that blog posts help you cover a lot of ground when it comes to keywords. They help you to obtain and boost your organic traffic, which is something every business should strive for.

You can read further about SEO and blogging here.

However, if we want results, we need to make sure that the efforts and the content we are putting out there are actually doing something for us. An SEO content audit will provide you insights into the following topics or categories:

• Technical SEO problems.
• What type of content generates more traffic.
• Which themes interest the most to your community.
• What content needs optimization in SEO terms.
• What content needs to be updated with new information.
• If you have good internal links between the different pages on your website.
• Detec cannibalization problems.
• If you have pieces of content that need improvements in terms of readability for desktop and mobile devices.

As you can see, there are many advantages to performing an SEO content audit campaign. The digital marketing world is beautiful because it levels the playing field and makes competition far more just.

Nevertheless, this is also a world that admits no improvisation or guesswork. Conduct a content audit if you want to maximize your investment and increase your conversion rates.

What statistics matter the most?

Now that you know why you should be performing regular SEO content audits to your website, you need to know what type of metrics are more important to you and your business.

All metrics matter, of course, but some of them will be more or less useful in terms of SEO and content. We need to keep a closer look at the metrics that let us know the peoples’ behavior when going to our website.

Here are the metrics you should put attention on:

• The number of users: this number should increase monthly.
• New users: this tells you how many people visited your page that never has visited before.
• Sessions.
• Pages/sessions: this is the number of pages a user explores in a single session. The higher the number, the higher the amount of time a person spends at your website.
• Avg. Time on page: the number of minutes a person stays on your website.
• Bounce rate: are the people leaving your website too soon? The bounce rate will indicate if people are engaging with your content or if they do a rain check on you.
• Total clicks.
• Impressions.
• CTR: this percentage shows us how many impressions in a post resulted in a click to your website.
• Source: where are people coming from? Is it from paid ads or organic search? Is it maybe from social media? The primary source of your traffic can indicate if your SEO efforts are giving results.

Now, these metrics give us an idea about how people are interacting with the content we put out there.

The main goal is to attract people to our website and also encourage them to come back to you and share your content with others. Organic traffic is hard to acquire, but once you have it will provide you with tons of opportunities to convert that traffic into an actual sell.

Pages/session, Av. Time on page and Bounce rates are three statistics you should always be checking because they give a pretty accurate insight into how people are navigating your website when they visit.

What are the best platforms to do SEO content audits?

As we established before, the digital marketing world does not get along with guesswork and improvisation. You need the data, and to get it, you need a content audit tool to measure your website’s performance.

You will need:

• Google Analytics:

The platform lets you analyze in depth the behavior of your audience towards your content. Furthermore, you can obtain useful insights about the profile of your audience (age, gender) but also the type of devices they mostly use to check your website.

If people are reading you mainly from mobile devices, now you know you need to optimize your content to fit that demand.

• Google search console:

Are your target keywords generating the traffic they suppose to? Which type of content provokes the best CTR ratio? This Google tool is great to track your organic traffic and the pages that are giving you the most significant amount of traffic.

• SemRush

This database giant will provide you with tons of useful information about the pages on your website. You will be able to see:

• Content ideas
• Ranking distributions of your pages
• Cannibalization issues
• Discover your competitor’s performance to capitalize on opportunities
• Declined and improved keywords
• URL problems or inconvenient
• Technical SEO problems

With SemRush, you will be able to have a broader look at site health and position in the SERPs. Furthermore, you can connect both Google Analytics and Google Search Console to the platform and have all the basic metrics in the same place.

The takeaway

• SEO audit campaigns are necessary for any business that intends to gain visibility in the digital jungle.
• You should be doing these audits every three to six months. However, if your website posts lots of blogs and content regularly, the timeframe between audits can be reduced.

Content audits will let you know the next steps for your content.

• Will provide amazing insights for content marketing campaigns.

Inspiral is a place where we take care of this type of job so you can focus your energy to create new and exciting business opportunities.

We know how hard it is to build something, and we want to help your brand reach unexpected borders.

Have a digital coffee with us and book a call today!

Growing is a path. Take it with us.