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When was the last time you reviewed your website content? If you’re not sure, it’s likely your website content is outdated and is crying out for some much-needed content auditing. Your website is your digital flagship for business. It’s working 24/7 for your business and is often the first point of contact for a new customer and the go-to destination to solve a problem for an existing customer. If your website content is outdated, inaccurate, lacks value, or doesn't reflect your current brand positioning - it can result in unnecessary calls, complaints or worse - customer churn.

If you suspect your content might not be up to the mark, there is no need to panic. An outdated website is better than no website at all. However, to avoid losing out on new customers and damaging the trust and loyalty of existing customers - check out our content auditing fixes below.

What is Content Auditing?

Is your website content struggling to get the traffic and clicks it so desperately needs? Well content auditing might just be your best bet! But, what exactly is content auditing?

Content auditing is the process of walking through your website’s content, from start to finish, and identifying any low-performing or outdated content. You may also discover some strengths or areas of opportunity in your content. 

In essence, content auditing is like doing a thorough spring clean of your website. Make sure that you check all aspects and areas of your website that contain content:

• Homepage
• Landing pages
• Blog posts
• Product/service descriptions
• Videos; and 
• Other pages that contain valuable content. 

Why do we need to audit our website content? 

Do you really want to be left behind in the dust? Outdated content, particularly blogs, may contain information that is no longer true or relevant - which may leave you caught in a dust storm. Perhaps some of the suggestions you made have been replaced by more time and resource-efficient strategies.

This is where content auditing comes in handy. It allows you to pinpoint underperforming content and determine whether it’s time to get it refreshed. 

SEO and content auditing go hand in hand with each other, as accurate and up-to-date content is two important factors to help your search engine rankings increase. Sometimes, reaching the top of Google’s first search results can be a difficult task, especially if your content and keywords can’t keep up.

Content auditing holds a lot of power! It is an important component of your content marketing strategy, so learning how to do it correctly is critical to keep your content up-to-date and relevant!

Read also: How To Improve Your Website in 2023

How to complete a content audit correctly?

If you have yet to complete a content audit, then do not fret. Once you get the hang of it, you will be on track to success in no time at all. We have put together a few easy-to-follow steps, to help your website regain its pep in its step. 

1. Get your goals in check

Now that we know what a content audit consists of, let’s get the show on the road. First, and foremost, you will want to determine what you want your website to accomplish. 

A good place to would be to write down a list of things you hope to achieve. For example, it could simply be to increase your organic traffic to your site, generating more genuine leads or increase brand awareness about a new product that your brand just dropped.

2. Collect and categorise your website content. 

You want to make sure that you are making this process as simple as you can. Breaking down your content into content buckets will ultimately help you save time and simplify the overall process. 

Sort through your pages, blogs, landing pages, and social media accounts and schedule a plan for each section. 

There are also many handy tools that you can use to your advantage, such as Excel, Google Sheets, HubSpot and SEMRush to help simplify the process even further and keep all of your data organised. 
 

3. Prepare the metrics and analyse the data generated. 

Metrics and data collected can help you determine whether your website’s content is successful or not. There are a lot of metrics to sort through, so start by only selecting the most valuable KPIs that you require to measure the performance of your website content. 

If you have already undertaken a content audit in the past, review your findings and use this as a basis for your current audit. 

You may be wondering what the best website metrics to use. Organic traffic, organic keyword rankings, conversions, click-through rate, bounce rate, and time spent on pages are critical metrics that help assess the performance of your website content. 

These metrics can help you determine whether your content is receiving the views, clicks, and conversions that you are looking for. 

4. Take action! 

After analysing your KPIs and the information that you have collected through your audit, it is now time to set up a plan of action. 

If your metrics are showing positive results, then you must be doing something right, which is great news. 

However, on the other hand, your metrics may indicate that you need to re-evaluate your current content marketing strategies. Start by prioritising what steps you need to take to update your content. Do you need to remove some content altogether? Or do you just need to repurpose existing content to enhance engagement? 

Or better yet, maybe implementing a new strategy can help you achieve your goals!

TIP: Content that is aligned with current industry trends is a great place to start to make your content more engaging and captivating. It is also super important that you are posting fresh content frequently. 

Make content auditing a habit!

Trends come and go all the time, but adding value can sustain a lifetime. Keep your website content competitive by auditing frequently - which is critical to the health of your website. 

Struggling to figure out what content is best suited for your business? Our tired-and-true website content game plan will undoubtedly help your content reach unparalleled heights. Talk to us at www.elephantintheboardroom.com.au!