Ways to Improve Ringwood SEO
How to Conduct a Comprehensive SEO Content Audit for Ringwood
When was the last time you actually conducted an audit of your site content?
For most people the answer is never.
Regular content audits are absolutely necessary to stay competitive online. Search engines frequently update their ranking algorithms to return higher quality results. Google alone updates its algorithm hundreds of times a year which also includes major releases that dramatically impact search.
A content audit is a smart practice to ensure compliance with search engine guidelines as well as to identify any potential problems which could be affecting your rankings. Examples may include duplicate content, excessive keyword usage or broken links, all of which affect rankings.
New visitors may also get a bad impression when clicking through to older pages.
Which is why reviewing your content is so critical. It gives you the opportunity to identify poor performing pages and make improvements. The type of information extracted from an audit is absolutely invaluable as it informs your SEO strategy moving forward.
Conducting an audit can be extremely tedious and time-consuming. Here we take a detailed look at getting started with your own audit and what to look for.
Use a Content Audit Tool
Software tools are available that will make your job much easier.
Screaming Frog is an excellent tool for analysing and auditing a site. It delivers a quick summary of various on-page factors including:
- Page titles
- Meta descriptions
- External links
- URL issues
- Duplicate pages
- Word count
- Header tags
- Anchor text
- And much more
The data is especially invaluable and lets you see at a glance which areas need to be addressed (e.g., duplicate content or broken links).
Compile the Data
The most important aspect of a content audit is to be organised. This way you can easily track all the important metric for each page. Screaming Frog is a great tool for analysing on-page factors but it leaves out key information such as page views and bounce rates.
Google Analytics provides a more detailed overview. Login to your account. Then on the left hand side, navigate to Behavior > Site Content > All Pages:
Clicking that link provides detailed metrics for each page including:
- Page value (if you set it up)
You can even take it a step further. If you have WordPress, there are a number of plugins available that display the number of shares each page has such as Tweets, Likes, and +1’s. Be sure to also compile other key metrics into your spreadsheet including keyword density, number of backlinks, index status, etc.
Be warned that this process can be rather time intensive especially if you have years of content on your site.
- Time for an honest assessment.
Once all the data is compiled, the next step is to prioritise. In other words, what are the most important issues? Obvious examples include pages with:
- Duplicate content from other sources
- Excessive keyword usage
- Missing or duplicate tags such as titles
- Broken links
- 404 errors
Another way to prioritise is to sort based on certain metrics.
For example, a high bounce rate indicates that visitors are quickly leaving without visiting other pages. This can be due to a number of reasons from irrelevant content to poor design or slow loading times. Any of these issues could be affecting your conversion rates.
Once the issues are prioritised the next step is to address them one at a time.
Start Making Changes
The whole point of an audit is to identify potential content issues with your site. But the data extracted is practically useless without actually acting on it. If you followed the previous step, you should already have a good idea of where to focus your efforts.
This step is easily the most demanding but also the most critical.
Start with the pages that have obvious glaring issues (e.g., duplicate content, 404 errors, etc.) and work to address them. This can include updating content, formatting the post, fixing the code, cleaning up old links, removing pages altogether, etc. Making these changes will dramatically improve online visibility.
Audits are invaluable to fix current issues which may be affecting your site. But the information gathered have significant implications for future marketing campaigns. With your spreadsheet, you can organise the data to fit certain criteria.
Want to see which pages have the most shares? How about which landing page has the highest conversions? Or which page attracts the most pageviews?
You can find out the answer by simply sorting accordingly.
Take time to analyse the spreadsheet and see how you can apply it to future campaigns. This will help to increase engagement and drive conversions for new pages you create. The result is ultimately better results with your search marketing efforts.
Why Regular Content Audits Are Necessary
Conducting an audit once is more than what most people do. But it’s worth noting that audits need to be performed on a regular basis, ideally at least once a year. After doing an audit once, it gets easier each subsequent time.
Here are reasons why regular audits are necessary:
- Ranking algorithms constantly update
- A spammy link profile result in a ranking penalty
- To identify and fix potential site issues
- Content gets outdated quickly
Content audits tell a deeper story of your site that can be rather revealing.
Start with using a tool such as Screaming Frog to make the process easier, then compile the data together in a spreadsheet of your choice. This will make it much easier to prioritise certain issues. Make the changes one page at a time and assess the data for any clues on how to improve future campaigns.
Taking these steps will help to dramatically improve your online search visibility.
Does your site need an audit done?
Contact us today to schedule a free consultation with our marketing team. We conduct a comprehensive analysis of your site and make recommendations based on the data we find. Our team can even implement the changes for you so you can focus on your business.