Does your website’s content work for your business? Does it help your company meet its goals? A business website content audit might be just the thing to help you get more traffic to your site. An audit can help you fill in the gaps in your inbound marketing strategy, to turn more site visitors into leads.
The content marketing software company, Curata, reported that 73% of content marketers conduct content audits. That’s a good indicator that it might be an important step toward your business’s content marketing strategy.
What is Inbound Marketing?
Leading inbound marketing educator and facilitator, Hubspot, describes the inbound marketing process as follows:
Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. … Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention.
11 Reasons to Conduct a Business Website Content Audit
A business website content audit can strengthen your site to make it into an excellent resource for internet users and consumers. Via the audit, you examine your website’s existing content to help you fine-tune it and fill in gaps. Following through on the audit results should improve the attractiveness and functionality of your business website.
In-House vs. Outsourced Content Audits
You can conduct your own website content audit in-house with a few free or inexpensive tools. Although it’s time-consuming and requires some discipline and dedication, some companies do their own audits.
Businesses that can outsource work, though, often prefer the efficiency and objectivity of outsourcing to an inbound marketing expert. If your company decides to hire a marketer, choose someone experienced with website content audits.
Why Conduct a Business Website Content Audit?
Here are eleven reasons why a content audit can strengthen your business website and goals.
1. An Audit Provides Search Engine Optimization (SEO) Insight
Search Engine Optimization (SEO) gets traffic from Google, Bing, Yahoo, and other search engines, to your website. Periodic website content audits can help you keep your site optimized for maximum quality traffic.
Work with a Qualified Site Auditor
A skilled, qualified auditor who keeps up with SEO trends can update and improve your website content to comply with the latest search engine trends. Periodic compliance updates keep traffic flowing to your site. Hire an experienced, conscientious writer who will produce content that meets up to your company’s standards and keep your SEO on target.
2. A Business Website Content Audit Can Provide Insight into Keyword Effectiveness
Just as the content audit provides useful information about website SEO, it can help you evaluate and improve your site-wide keyword strategy. It can tell you which keywords are pulling in traffic and give you clues to weak keywords.
Audit analytics can help you identify leaks and bottlenecks in your sales funnel. It provides clues to help you focus keyword research and fill in gaps in your content.
You can use the audit to improve your keyword strategy by
- reworking existing content
- creating and adding new material to the website
- helping eliminate content that pulls traffic away from the sales funnel
- identifying content that drives down the overall website performance on the search engine results page (SERP).
A skilled auditor can recommend on-page SEO tactics to improve content throughout the website. Also, the audit results might provide clues about outbound or off-site social media marketing needs.
3. A Website Content Audit Should Help Increase Conversions
By reviewing your website’s analytics, your content auditor will detect how users behavior affects conversions. If some of your content generates high click-through rates in the sales funnel, you’ll learn which pages generate those responses.
Your business website content audit can show you what pages hurt your page rank, due to high bounce rates or other factors. Visitor behavior analytics help you determine where to add, modify, or eliminate content.
4. A Website Content Audit Helps Identify Content Quality
People visit, revisit, share, and recommend websites for their quality content. An audit helps to identify weak spots and provide recommendations for quality improvement.
A skilled content auditor can identify issues with content quality, grammar, redaction, spelling, overall flow, and style. Modern search engines and readers notice such issues, and correcting them can improve visitor engagement and increase traffic.
Helpful Content Quality Software
Search engines, like Google, use algorithms that detect the quality of content. Apps, like Grammarly and plugins, like Yoast, help site auditors identify and improve
5. Content Audits Verify Alignment of Goals and Objectives
Before your business put together its website, it should have defined website goals based upon the business’s inbound marketing objectives. If it has not done so, it’s time to get your team into the conference room and develop SMART goals that are:
- Relevant and
A content audit can help detect and refine misaligned goals. Also, it helps monitor and
6. A Content Audit Identifies Technical Problems
I like to start an audit with a site-wide crawl to detect technical problems in the website. A site can have spectacular content, but technical flaws can render it useless.
Start by Crawling
By beginning with the crawl, one can identify technical problems quickly and efficiently. Many of these problems can seriously affect search engine optimization (SEO).
Without effective SEO, search engines may not understand or find your website structure and content. If search engines can’t understand it, they certainly cannot recommend it to internet users.
When search engines cannot find or understand your website content, your web pages receive poor pageranks. Weak pagerank places your page low on the search engine results pages (SERPs), where most users will never see them.
A website crawl will help you quickly identify and fix your website’s technical problems. Most of these problems have grave consequences that a savvy website developer can fix in a snap, so it’s generally inexpensive and highly productive to identify them before doing anything else.
Try Out a Free Website Crawler
Technical errors can include broken links, slow-loading pages, missing tags, and dysfunctional rerouting. A website crawler, like Visual SEO Studio, WildShark SEO Spider, Spotibo SEO Audit Tool, or Scrutiny for Mac, can conduct the crawl in seconds. It can provide you with results that save you hours. Amanda DiSilvestro, of Higher Visibility, has done an excellent job of reviewing these crawlers and others, on SEO Blog.
7. A Content Audit Helps Identify Repurposing Opportunities
Sometimes businesses put off their content audit to avoid spending time and money on generating new content. However, because business website managers generally work as part of the business team, often they have already put up some quality content.
Frequently, the existing content, with some updating, reorganization, and improved SEO can attract a larger audience and convert more leads. A professional business website content auditor can make recommendations to repurpose content, reducing the need for extensive original text generation.
Evergreen content often makes for a website’s most readily repurposed material. Fortunately, a skilled professional writer can even turn most dated or obsolete copy into evergreen posts or pages.
8. A Business Website Content Audit Finds Content Gaps
The audit, if well-documented, provides a snapshot record of a website’s content at a particular time. Seeing the audit as a snapshot can help business teams identify or define content gaps.
For example, it may identify missing information about your business’s products or services, components of the sales funnel, or disclaimers and statements required for legal purposes. Locating gaps in content makes it easy to put together an editorial calendar that will eventually fill in the gaps.
Also, it will help discover new subject matter that might result in …
- more conversions
- saving time answering customer questions, and
- boost your business’s authority as seen by both search engines and human users.
While you may already know where gaps exist, getting them into a content audit makes them easier to discuss, explain, define, and mitigate. The audit will help you set up useful goals that you and your teammates can delegate, execute, and complete.
9. An Audit Provides Insight Into Site Structure
Website navigability influences the site user experience. A site content audit provides a listing of URLs. A good auditor can scan the list to get insight into site structure and how to improve it. A complete, sorted list of the URLs makes it easy to see subdomains and make suggestions for reorganizing them. A well-organized site structure enhances navigability for both human users and search engines.
Regardless of which way search engine companies take their future algorithms, strong content is essential to maintaining your brand reputation, authority, and strength in the real world. Focusing on SEO, funnels, and engagement can easily distract website developers from posting high-quality content. However, quality content satisfies readers.
Search engines need satisfied readers, and catering to your site visitors, should always be your most powerful SEO tool. Happy site users check in regularly, subscribe to receive more information, and share links with friends and colleagues.
10. Your Audit Should Identify User Experience Issues
You may have
Website managers need to find a balance between too much and too
Your content auditor should help you simplify and improve your website. Likewise, he or she should provide you with feedback on your website’s relevance with respect to search engines and human readers.
For example, suppose that a SERP snippet promises information about how South American shamans use an herb to help support the nervous system and memory. If the snippet link goes to a product page for herbal capsules with no information about how shamans use the herb, your readers will click away. A high bounce rate will take your pagerank to the bottom of the pile.
Your content auditor must provide feedback on the clarity of the website’s purpose so that your site visitors get what they’re expecting when they arrive on the site. An external auditor, rather than an in-house auditor, can make those observations with much greater objectivity. He or she can see the site as an outsider.
11. A Website Content Audit Can Help Increase Conversions
If your business has a website, the administrator who approved it undoubtedly seeks a return on investment (ROI). That makes ROI a principal motive for conducting a business website content audit.
The audit should review the top landing page designs, content, and calls-to-action. Also, it should leverage information from page analytics to determine conversion rates. A
All weak links in the analytics … the red flags … need attention to make sure that they provide a seamless service, have accurate information, provide a clear, functional CTA, and have effective SEO. Improving any of these variables can create a more user-friendly experience and higher ROI.
So, does your website need a content audit? It probably does, if it has not had one in the last year.
Now that you know the benefits that a business website content audit provide, it’s time to get to work on yours. You’ll enjoy seeing improved content style, structure, type, and productivity. Your coworkers will notice the improved adherence to your business’ goals and objectives. A content audit performed by a conscientious, skilled content auditor can turn an average website into a lead-maker and revenue generator.