Website Content Audit
“Audit” is a word that is typically used to describe an official inspection of an individual or organization’s taxes and/or other financial assets. Audits, however, need not be restricted to financial affairs. Audit, in the most general sense, can mean an examination of anything. In the context of a website content audit, this is the process of gathering and assessing the various elements of a website. A content audit can encompass everything from blog posts to every page of the website. What is the ultimate goal of a website audit? It is intended to provide valuable information and insight into a website’s overall performance, particularly in regard to search engine optimization. Monitoring SEO is an important part of any marketing strategy, and website content audits serve to inform businesses how their websites are faring on the World Wide Web.
There are a variety of platforms and software that have been developed to help businesses track their SEO campaigns, and with that usually comes some sort of website audit checklist.
Demandwell offers a site audit tool called SEO Health Audit that is designed to monitor foundational site changes in order to alert businesses when a change is recommended to maintain its ranking in the search engine. SEO Health Audit then goes on to coach businesses through other issues in website optimization to further impact organic rankings in a positive way. This website audit is completely comprehensive, combing the various merits by which SEO health is tracked to provide a concise score measured in percentages. The higher the percentage, the higher the website’s overall SEO health is. Having businesses monitor their own SEO in such a way grants them access to critical intelligence that would otherwise be unavailable to them. From there, businesses can go on to make adjustments as necessary to achieve their overarching SEO objectives.
What Is The Purpose Of A Content Audit
What is a content audit? As defined above, it is the means by which organizations review the content of the websites. What is the purpose of a content audit? What is content audit in the specific context of a business’s SEO strategy? In taking special interest in how specific pieces of content are performing with SEO, businesses can update and improve their strategies to get the most of their SEO marketing efforts. SEO can be a tricky business; companies can spend a vast amount of time and resources investing in it only for their rankings to remain the same. Therefore, it is advisable for businesses to conduct internal website content audits to keep on top of what is working and what is not.
A content audit checklist may include insights into URL structure or XLM sitemaps. An important content audit example is the tracking of shares on social media. Are users spreading the word about what the business has to offer? That is a metric worthy of following. There are other elements that can comprise an entire website content audit. Other examples are further outlined below.
SEO Content Audit
Of all the things to make note of in an audit relating to a business’s online presence, an SEO content audit tends to rank high. Yet what is SEO audit? How does one conduct such an audit? Businesses can benefit from an SEO content audit template and/or an SEO content audit checklist to cover all their bases and confirm that no stone has been left unturned.
Google is constantly changing its multiple ranking algorithms to give its users are more pleasant search engine experience. How are businesses to keep up with all these updates and certify that their company websites are the most suited to these changes? This question has prompted marketers to carefully examine SEO and implement SEO content audits to assist marketing teams in assessing what parts of their website are performing well and which areas could benefit from restructuring.
It has been well established that SEO content audits are within best practices for businesses, but the majority of them are not conducted in the best manner. Many of them focus on only one or only a handful of elements within SEO, failing to grasp the entire picture that a business should be seeing to make informed marketing decisions. To remedy this incomplete and expensive type of SEO content audit, Demandwell has developed the SEO Health Scorecard. This audit embeds the top three indicators of SEO rankings: infrastructure, content, and endorsements. Demandwell assesses the client website’s score within each of these three categories and produces a health score that easily breaks down the strengths and weaknesses of any given content. A typical one-time audit run for either infrastructure, content, or endorsements could cost a business up to $15,000. These audits are unsustainable and may offer advice that is out-of-date and do not consider the business’s specific SEO objectives.
Website Content Audit Checklist
In order to gain the fullest possible picture of their SEO efforts, a business should conduct a comprehensive website content audit checklist. One content audit example could include the following metrics.
- Social Shares
- Organic Traffic
- Bounce Rate
- Time on Page
- Unique Visitors
- Pages per Session
- New vs. Returning users
- Traffic Sources
These are some examples of what to expect in a thorough website content audit tool. So many variables factor into search engine ranking and businesses should consider all of these aspects within their SEO audits.
Demandwell tracks multiple aspects of website content and divides them between the three categories of infrastructure, content, and endorsements. For example, within the infrastructure category, there are subcategories, such as mobile usability, secured server, canonicalizations, and page speed. Then, under the content category, there are the subcategories of thin content, H1s and H2s, title tags, and meta descriptions. Finally, within the category of endorsements, there are subcategories, such as paid links, link quality, link quantity, and toxic links. All of these many minute details serve to paint the most detailed picture possible and thus provide a business with the most information at its fingertips to reach the top of Google’s search results.
SEO Audit Checklist
As mentioned in the previous section, a strong website content audit tool will have a variety of metrics by which to ascertain the overall quality of a website’s SEO. An SEO audit checklist shall include many of the aforementioned elements above, particularly those relating to backlinks and organic traffic. A thorough SEO content audit template will address the who, what, when, where, how, and why of every aspect of the website.A good website content inventory template tends to answer the following questions.
- What parts of the website’s SEO strategy is working and what is not?
- What is achieving the greater SEO goals and what is a waste of energy?
- What content facilitates engagement with users?
Answering these questions involves a deep look at a website and an open mind to new possible strategies. So much of SEO is results-driven, and what may have worked with Google’s algorithm in the past may not always continue to work in the present. It can be frustrating when it seems as though the goalposts are constantly shifting. Marketers can sometimes feel that once they have cracked to the code, a new element is introduced that foils their entire process. It can be a challenge to the chase the wheel, especially when it appears as if that wheel is being constantly reinvented.
That is why a strong SEO audit tool like Demandwell’s is a worthwhile investment to businesses who do not wish to remain stagnant. With an extensive dashboard that breaks down every element that could be present in a positive content audit example, Demandwell can track these factors in real time, thus a business need not worry about succumbing to the pitfalls of stale SEO strategies.
Content Audit Tools
Businesses are seeking to remain competitive with the SEO for their online presence. To that end, many content audit tools have emerged to meet the demand. A content audit tool can provide real-time data about how a website is performing. Demandwell’s SEO content audit tool combines the various elements that its tracks to create a combined SEO Health Score. This is a stronger content audit template than others that may be on the market due to the sheer number of metrics by which Demandwell assess’s SEO within a client’s online content. Its content audit example can be found in its demo that is accessible to all seeking to better their SEO objectives.
The game of SEO can be an elusive business. It can be like catching smoke, constantly slipping through one’s fingers and thus remaining out of reach. Yet there are tools out there that can ease this process for businesses wanting to make the most of their digital marketing and online content. What was once costly and impractical in gaining SEO insights can now be integrated into any marketing team’s duties. By reviewing an SEO Health Score, businesses can gather the critical data they need and make changes as deemed necessary to reach their overall SEO objectives.