Content marketing is one of the vital strategies to position ourselves in Google, and that helps us to make ourselves known to our audience. Therefore, Content Audit is necessary for your marketing strategy.
It is essential to have creative content that helps generate web traffic, that captivates the reader, but what if we are not doing a good job? For this, a Web Content Audit must be carried out, to analyze the quality of our content, and the objectives, among other factors.
Why is it important to carry out a web content audit?
It is not only about writing, but that in each text there is a purpose, that helps us generate interaction, and position ourselves.
The Web Content Audit allows you to analyze where we are, if our strategy is effective, or if we need to change it. In addition, it helps us to:
- Improve user experience
- Optimize the content to improve our SEO Positioning
- Increase web traffic
- Generate leads and potential customers
But, how to do a web content audit?
Establish our goals based on our objectives
The first thing we must do before carrying out a web content audit is to establish the goals we want to achieve. But what are common goals for content marketing campaigns?
These objectives must be clear and precise. In addition, we must re-establish the goals that we set when we started with the content marketing strategy.
Here are some ideas to improve your goals:
- Verify the SEO results: If we already have positioned content, let’s check if they have good links, optimization, among others.
- Improve our interactions with our target audience: We must also identify the content that generates the most interaction, to have ideas for our next publications.
Take a total inventory of all your content
When we hear the word ‘inventory’ we think of carrying out a complete analysis. And that’s right, we must carry out an inventory of all the content that we have on our digital channels.
To help you carry out this step, you can start reviewing your blog articles, your product descriptions, and the information on your home website.
Analyze all data and collect it to improve our content
And if we want to review data and statistics of our content, we can use metrics tools such as Google Analytics, that allow us to analyze the data of your content marketing strategy.
For example, in Google Analytics, we may review the following data:
- Total number of visitors
- most viewed pages
- bounce rate
- Average time on page.
And so, you can have more specific data, but not everything will be there. Rather, you will have to interpret this data to know how to act, that is, whether to improve the content strategy with modifications or a total change.
Design an action plan to enhance your content strategy
We’re almost done with the web content audit, but at this point, we’ll talk about creating an action plan. During the inventory process, we will see that there are things to improve and that we need to do yes or yes to continue positioning our items.
Remember that this plan must be based on the initial objectives.
Adapt your content marketing strategy
Now that we are finishing the web content audit, it will be important to adapt the content marketing strategy. It is where we must follow up on all the actions previously carried out, and see if the objectives are being achieved, or if some adjustments are needed.
Normally, we should review all of our content periodically, to see if we are achieving our goals.
Now that you know how to perform a Web Content Audit, you can set goals to generate more interaction with all your readers.
At Digital Specialist, we can provide you the best content marketing services, which will help you establish specific objectives. Contact us to start positioning yourself in the main search engines.