Content auditing involves crosschecking on website content so that it remains relevant and can be changed frequently. Not only can you understand what your content is lacking, you also get to know keyword performance.
Content auditing reveals glaring mistakes in the content, helping reorient it for increasing conversions. Earlier, webmasters used to perform content auditing on spreadsheets and even on paper. But now you have online tools and software like ‘Dyno Mapper’, ‘Mysiteauditor’, etc, that help summarize a website including lead generation, target keywords, accessibility and design.
When Content is Inadequate & Irrelevant
Generally a content auditor will assess how each page of a website is performing in terms of awareness, purchase or retention. A lot of websites have too much content put up to drive a sale but lack content for awareness, retention or consideration. The content also needs to give appropriate attention to retaining customers who are already brand loyal and need to be engaged. Blog posts, educational webinars etc are instances of content for awareness.
Trial offers, coupons, product description are content aiming at purchase and consideration content may include case studies, product comparing features, etc. Another mistake is when you focus too much on a global perspective and ignore the local context to the content. Focus on the people in the country or geographical area you operate in for getting a better response.
Keep away from flowery, exaggerative or technical approach in writing and focus content focused on product, its uses and benefits.
When Site Structure is poorly Designed and Internally Linked
Often you’ll find websites start out with intention of a well structured setup but as the content is added on the focus on proper internal linking of pages and content gets lost in the bigger picture. Content auditing helps recognize the gaps in internal structure of a site so to streamline it better for easier navigation. Make sure that reaching the core pages is easy.
When Pages Get Duplicated
Duplication of pages or content often comes to notice during a content audit. It can send the search engines to a confusing trail of looking through different page versions and in turn decreasing the rankings turning the customer away. Make sure the site has 301 redirects in place particularly if the site has got an SSL certificate and moved to HTTPS. Hire the best SEO link building experts to take care your inbound and outbound links structure properly as per guidelines.
Failing to Use Testimonials Well
Content auditing will reveal exactly how many testimonials you have put up and which pages you need to add some more. Undoubtedly testimonials have proved to help generate interest and purchase amid potential customers. Many sites make the mistake of not pairing testimonials with the right content. A webpage focusing on one particular product for instance, can have testimonials linked in context to that product.
Creating Calls-to-Action
One of the most central goals of a content auditing session is to deal with the issues and create clear and understandable calls-to-action. To perform well, each page of the site should have a goal that is clear to the visitor. Ideally one page should be contain links that the user may click on, like a blog page can have blogs on related topics, an e-book link or site store link.
Pricing Matters!
There are many companies that shy away from listing the price of their services or product and prefer rather to offer a query page where customer can send it their query for price. This is a big mistake since a visitor will always prefer to know the price upfront and may lose interest the minute he is faced with a query pop-up. Hire the best SEO experts to avail optimum content marketing for your brand and business.
