4 Steps for a Successful Content Audit
Your first content audit will probably be quite time-consuming, even though it only involves four steps. Still, audits get easier each time and the results are always worth it.
1. Get Clear About What You Want from Your Content
As we touched on above, there are three main metrics you can hope to hit with your content:
- Traffic
- Backlinks
- Social Shares
- Conversions
Each of your webpages should contribute to at least one of these KPIs. Those that don’t are the ones that fall into “The Ugly.”
The only exception would be mandatory pages like “About Us”, “Contact Us”, etc. They may have room for improvement, but they’re not the main focus of this kind of widespread content analysis.
2. Organize Your Content
Alright, roll up your sleeves, because this is where the heavy-lifting starts.
To begin, find all of your websites’ pages. You might be able to easily pull these from your backend or your sitemap.
Otherwise, you’ll need to do a Google search of your entire site. This is what you’d enter into Google to do one for our site:
“site:BuzzSumo.com”
Google will then return every single page that exists for your website.
Once you have your webpages, create an Excel sheet with the following columns:
- URL
- Page Title
- Page Type (e.g. webpage, blog, landing page, etc.)
- Metrics:
- Monthly Traffic
- Backlinks
- Shares
- Conversions
Again, this step could take a while, but when you’re done, you’ll have a very valuable database you can use again and again in the future.
3. Measure Your Content’s Success
The next step to this in-depth online content analysis is to actually measure how well each of your pages is doing.
So, go through and see where your conversions have come from over the past year.
Using BuzzSumo, you can quickly find which pages have gained traction on social media.
BuzzSumo or various other platforms can help you to find backlinks to your content.
Learn more about using BuzzSumo to monitor backlinks.
Use Google Analytics to find the traffic your individual URL’s receive. We like the Behavior > Site Content > Landing pages report for this task.
When that’s done, get the average for each metric. Fortunately, finding the average in Excel is extremely easy.
All pages that show above average results for any of those metrics go in “The Good” category.
Those that show below-average results are “The Bad.”
Any that have zeroes across the board is “The Ugly.”
4. Improve Your Content
Finally, we arrive at the point of this kind of online content analysis: improving the pages that need it.
For now, leave “The Good” alone. Unless you know that some of the information has become outdated, this category doesn’t require any attention.
The majority of your time will be spent on “The Bad.” This category has shown promise, so look for ways it could do better.
For example, if the page was built for traffic and is below average, you could add another keyword-rich section and some outbound links. You could also link to it from one of your own better-performing pages. Any of these changes will help your “Bad” pages do better and, thus, your site as a whole.
What about “The Ugly?”
Simple.
You delete them.
There are no such things as neutral pages on your website. They’re either helping your site or holding it back. The more you’re able to show high-value pages to Google, the better it’s going to rank and the more traffic you’ll generate and convert.