On This Page
- Content Audit Overview
- Performing The Content Audit
Content Audit Overview
We want to review all of the content on the site to see if we can make any improvements to the pages.
There may be keywords we want to target but no page exists yet for that topic. The solution here is to create new pages for these keywords.
We also want to make sure that core service pages have enough copy and that the quality is high! Each important page on the site should have at least 500 words.
These are pages that are ranking on the top three pages of Google that may bump up in rankings from small tweaks such as updating the title tag or adding more internal links.
Duplicate / Similar Pages
If you come across pages that are very similar or exact copies you may want to merge these pages.
There may be pages that have been optimized and been around for a long time that don’t have any value. These can be removed and be left to 404.
Improving Content Quality
If pages have grammar or spelling errors, these should be fixed. Also, make sure that the content is actually enjoyable to read.
Some pages ranking on the top three pages of Google may have a decent amount of impressions but they don’t get many clicks. Revisiting the page titles, meta descriptions and rich snippets for these pages can improve click-through-rate.
Some pages may get many users but won’t convert well for some reason. If there is no CTA on the page, add one. If there is one, make sure it stands out clearly.
Improving User Engagement
There are pages that users land on but then leave the site immediately without browsing other pages on the site. We want users to visit more than one page on the site and to stay a while reading content.
There can be times when multiple pages are competing over the same keyword. Improving keyword targeting on these pages can help this issue.
Backlinks to 404s
If there are backlinks pointing to pages that 404, 301 redirects should be set up for these. Redirect users to the most relevant page possible.
Performing The Content Audit
Crawling the Site with Screaming Frog
Screaming Frog Configuration
In order to use this template you need to use the WordPressV1 Screaming Frog configuration. Screaming Frog File
Make sure to take the following steps before starting the crawl.
- Import SF Configuration
- Connect Google Analytics
- Connect Google Search Console
- Connect Ahrefs
- Enable Crawl Analysis
- Enable Near Duplicates
Content Audit Template
Then make a copy of the Content Audit Template. Template