The content audit is the inventory of published website content that simplifies the identification of flaws affecting the SEO results adversely. The content audit is the only effective way to understand the quality and structure of the website content; it has become an inseparable part of any SEO strategy after Google’s Panda Update. Google’s Panda Algorithm Update (February 2011), a new filter, was introduced to stop the websites with poor content to make the way into the top results.
Content Audit- Inseparable Part Of SEO Strategy:
Panda penalty is for the complete website not for a particular page with poor quality content (https://moz.com/blog/beat-google-panda). Content audit helps in many ways not only to avoid Panda penalty but also to improve SEO gains. It helps to identify and fix the performance issues, misspellings, and broken links. It helps to notice and seize the opportunities for the repurposing of content. The content audit inventory helps you to fill out the gaps in the content that refrain your potential clients from getting the desired information. Restructuring of information architecture becomes easier, when, you know the pitfalls and the purpose. The content quality can be remarked as fine, medium and low for upgrading. Content audit defines the priorities in content marketing strategy. It guides to re-plan SEO strategy for particular web pages for the specific set of keywords; the result is better rank.
Make The Content Audit Goals Oriented:
Editorial quality, brand appearance, tone of words, content’s effectiveness, competitive trends are the core values of SEO oriented content audit. Everyone says something about the content relevance but very few talk about – ‘to whom, where and how to say’. Websites serve to multiple audiences with different perspectives; check, how well the web content addresses the concerns of the target audience. It needs a structured approach aligned to:
- Does the web content support users’ and the business goals in parallel?
- Visitors want the latest information. Is your web content up-to-date, fresh and accurate?
- Are the visitors finding the content useful?
- Does it exhibit your professional standards and brand message?
- Is it logically organized with headlines, sub-heads and section titles?
Using analytics data, search data and site metrics to evaluate the content’s performance is an effective content audit practice under strategic SEO. The prime goal of content audit is to identify the voids and to suggest the corrective measures to make the SEO more effective.