A lot has changed for search marketers over the last couple of years. Voice search has joined the fold, and there have been some major Google algorithm updates along the way. This is all for the greater good of course, since Google’s goal is to construct the best search experience possible. As marketers, we’re no longer tasked with optimizing content strictly for search engines either. To help improve search results, focus has shifted towards better language processing. After all, a site’s content no longer speaks to only search engines, but to people too. In order to cast the widest net possible, companies must analyze their content, like an audit, to further determine what is, and is not, working for their brand. Going over content can give marketers insight into whether or not their website content matches up with brand goals and objectives, in addition to customer needs. Also, audits like this can reveal problems with accuracy and consistency, while at the same time provide direction for SEO.
Take a Look at Your Content
To begin, review existing content. Not every content audit will be the same, but each one should have some things in common. For example, every audit should involve an evaluation of each page on the website. Get things organized and begin to break down information like page titles, meta descriptions, URLs, and conversion rates. Go through and evaluate the search habits of your audience, as well as any available historical data. There are a variety of tools available to marketers in this regard, such as Google Analytics or Screaming Frog. Upon gathering all relevant data, evaluate the page on a content quality level and a brand level. After examining each page appropriately, you’ll be able to determine what has to be done to re-work the content.
Different Audiences Require Different Approaches
Once you lay out the next steps for your pages, it’s time to execute content effectively across your target audiences. The key to successful content marketing is targeting your niche, and then doing what you can to engage them and build revenue. By segmenting your audience, you’re able to hyper focus strategies around each audience type. While it’s important to segment and prioritize your audiences, it’s essential to also define what type of content will not only resonate with your audience, but also fill in the gaps left behind by your content audit. This can be a tricky thing to do, and a lot of brands struggle with it. Just remember, evaluate each page to the specific audience you are trying to reach for that page.
Content audits should be performed every 6 to 12 months in order to ensure your site is consistently impactful to both people and search engines. Running content audits so frequently not only benefits the brand, but also the people who interact with your brand. When performed, the initial content audit will form a baseline of data to help improve content quality. The audits that follow will show how the re-worked pages have grown since the changes were made, while also revealing any weaknesses that need to be addressed. A comprehensive content strategy is key upon completing an elaborate content audit. Doing so will not only improve overall content development, but also establish a base standard for all future updates and changes.