We all know that fantastic content holds the key to propelling our site SEO to the next level. Beyond creating wonderful new blogs, articles, and pages at regular intervals, there is a lot to be said for periodically giving your back-catalogue an overhaul. Over the years, the golden qualities that Google is hunting for when it decides how high to rank your content in the SERPS, (search engine results pages), has evolved. Now, more than ever, fresh, great quality content is the best way to grab those Google-bots’ attention and reap the associated rewards in traffic and sales.
So, what does that mean for the potentially vast repository of content that you have accumulated over time? Has some of it lost its value? The answer is not necessarily! However, to ensure that your website content is performing to its potential, scheduling periodic content audits is the ultimate strategy for success. With this tactic, you will be able to identify and pull weak content, select which pieces are ripe for a rejuvenating update, and sculpt a content strategy moving forward that will drive your business in a meaningful way. Read on to discover how to make the magic happen.
How To Perform a Content Audit
So, what kind of content requires a periodic audit? In reality, the honest answer is all of it! It is always vitally important to make sure that your website’s core pages are fresh, relevant, well linked, and tactfully loaded with up-to-date keywords. However, even in the furthest recesses of your article repository and informational pages, you really want to ensure everything is up to date. For now, lets explore the example of auditing your website’s back-catalogue of blogs, to give you a sense of how this works. The first step you want to take is to examine the analytics of your blogs and see how they are performing.
Valuable blogs perform a few key tasks on our behalf: they draw new website traffic, provide value to our customer base, and they pave the path for securing new sales. As you audit your blogs, examining stats such as page visits and conversions, you will be able to pinpoint articles that are not performing well at all, those that are not doing as well as they once did or could, and those that are performing fantastically. Those are certainly keepers! Now, if you find that a blog is dragging its heels, it is important to consider why.
Does it cover a jaded topic that is no longer of interest to your audience? Perhaps it references realities long-gone, or links out to sites or pages that are not there anymore. If so, these are definitely factors that you don’t want to give space to on your site! However, if in contrast, you can see potential in the content, but it needs bringing up to date with snappier language and a better keyword strategy, then these are blogs that should go on your list for a re-invigorating overhaul. Now, it is important not to be too hack-and-slash with this process. Keep in mind that you don’t want to delete a load of blogs that are trickling in traffic, (all be it slowly), and dent your SEO in the progress. Instead, you want to make sure that true duds are removed and begin updating any content that could be serving you better.
How To Update Your Content
If you have identified a few blogs that are ready for a facelift, what comes next? You can start by investigating the relevance of the information on offer and how current the featured links are, before deciding how to make the content more contemporary. Next, do a little keyword research to see which relevant searches are riding high on Google. This can inform any new keywords that you want to work in as you reinvent the wording. Do your images need a revamp too? By making sure that your revitalised content is in step with your latest marketing efforts, you can help to build a consistent audience experience that drives sales.
When reworking a blog, or indeed any kind of content, it is better to avoid ditching the old URL. Indeed, a new URL would mean starting from scratch, but retaining the old one will mean that Google notices your content has been freshened up, while still retaining the value that the URL in question had already earned. Having just worked through your audit, you will have a pretty clear picture of the nature of the content that is performing really well for you already. You can use this to light the way as you decide how to update content moving forwards.
Steering Your Content Strategy
Another great value to be found in auditing your website’s content is everything that you will learn about how your audience engage with your site. If you notice that a particular topic area is drawing a boat load of traffic, you can develop new blog ideas to explore that area further. If you discover that your audience are lapping up how-to’s, you might want to start a new series of useful guides and make your site a go-to destination that also builds brand authority, which should in turn super-charge your conversions. You can also pinpoint and sling content ideas that you might have invested in before without generating any tangible return. When it comes to running a website, what you can extrapolate from the information at your fingertips holds the power to move mountains.
Auditing and updating your website content will undoubtedly require a time investment, and this will likely be a factor to weigh as you decide what content to drop, what to keep, and what to reinvent. Providing you ensure that you don’t delete content that is actually contributing to your site’s success, having a clear out will simply lighten your storage load while ensuring that visitors browsing your site only discover the good stuff. By making sure that your content is fresh, SEO optimised, and relevant, you will help Google to rank your pages higher, inviting the reward of traffic, conversions, and a growing bottom line. Now, that is something that we can all get excited about!