Content audits are used to provide a list of current content and its live status, thus helping to measure and track changes (or additions) in the content. It is a holistic approach to assessing content across different platforms. A content audit is also included in SEO packages and plans that are performed by SEO companies. A content audit is typically used in the following scenarios:
- · When launching a new website or redesigning an existing one, one of the first steps should be to perform the 'site structure'.
- · If you are engaging in any kind of optimization (such as search engine optimization (SEO)) and want to optimize your existing website for it, then a complete content analysis must be performed before any action can be taken for changes/additions on the site contents.
- · If you have migrated from another platform to WordPress and plan to maintain both versions of your content, then a content migration needs to occur at some point so that all existing URLs continue pointing to the new URLs which keep the content on the new platform.
- · If you are working on a complex SEO campaign that requires changes in existing content to be made, then a complete audit of the site contents will help you figure out all the possible options available for your new content.
- · Content auditing is also used when there is more than one author working together on the same WordPress website and they need to coordinate their efforts across different post types, categories, or URLs. On this note, let's have a look at the complete content audit checklist and understand each point in detail:
Arrange Posts and Articles as per Your Relevant Order
It's better to arrange content from the oldest to the newest so that you can check which content needs quick improvisation and which one requires some serious work. Also, examine all categories, tags, other taxonomies, dates, authors.
Check the Site URL Structure
You can click every individual link on every individual post to see where it takes you. The last part of this step is to examine all categories, tags, other taxonomies, dates that are used for organizing the page contents.
For example - if you have used custom date-based categories/tags then these need to be mapped with corresponding blog pages so that users can still find them without any hassles even after migrating the URLs. It's also important to note down whether there are issues with URLs that contain numbers or special characters.
Check Internal and External Links
After performing a full-fledged content audit, you will come up with a list of URLs that need to be mapped with their existing counterparts. This part of the content audit checklist helps you examine all such URLs and ties them back to their original post/page so that they can still continue pointing to the live URL even after moving it elsewhere.
It also helps eliminate any broken or dead links that might lead your site visitors to 404 pages. Another important aspect is mapping out all the external links on the website – which ones are doing well and which ones require some updates?
Once everything is mapped and organized, it's time for you to check each individual piece of content (blog posts, pages, etc.) using a content performance report. This step also helps you understand the relevancy of your content with respect to search engines so that you can optimize all content accordingly. You can track the number of times a particular blog post is shared on social media sites and check its overall reach too.
After checking out diverse metrics for every individual page – it's time to look into the metadata attached with each web page or post. How well optimized is this? Do you need some enhancements here? Figure out what needs your attention as per your SEO requirements and make sure you update them as soon as possible. In addition to checking out title tags and meta descriptions of posts/pages, one can also check the focus keyword density to make sure there are no over-optimization issues.
As soon as you are done with your content audit, you will have a list of all individual posts/pages which need to be moved to their new destination URLs. Make sure you don't alter the original content in any manner – this might end up breaking internal or external links that were pointing to that page. You can easily use redirects for mapping the old URL to its new counterpart and retain all user preferences too. If there's anything associated with this particular post/page (categories or tags) then these should also be mapped properly so that they continue working fine even after the move.
Follow these simple steps to get started with an SEO Company India and drive more organic results to your website and gain more customers. If you don't have an SEO team, it's better to hire one and get started with the content audit.