How to perform a content audit in 15 minutes with a template

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Do you know how well your nội dung is performing on a macro and micro level? You should. Otherwise, campaigns are a shot in the dark. Both individual pieces of nội dung and entire campaigns need to lớn be analyzed khổng lồ find optimizations and errors.

If not, you may have sầu trouble on your hands. This is because publishing nội dung without auditing it later is a surefire way lớn miss opportunities while wasting time & budget.

I can’t blame you, though. It seems daunting, doesn’t it? This amplifies when you have sầu hundreds to lớn thousands of pieces of nội dung or more published. How bởi you audit all of that? Wouldn’t it take weeks?

Not at all. The exact opposite. In fact, you can audit your website’s nội dung in as little as 15 minutes. Want to see how? Keep reading.


How to lớn Perkhung a Content phân tích và đo lường in 15 Minutes with a Template

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Table of Contents


First, Download Your Content phân tích và đo lường Template

In order lớn conduct your audit, you’ll need khổng lồ store your data in a spreadsheet. You can use this template to lớn make this task simple:


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What is a Content Audit?

A content audit dissects a company’s nội dung & its overall performance. It looks at all of their individual metrics, channels, and content lớn mainly determine two factors: what’s working and what isn’t?

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This positions a business to lớn create more content that is generating engagement and dial back what’s collecting dust.

Content audits can also be done completely for miễn phí. You don’t need expensive suites or tools, although they will help. I’ll be showing you how lớn conduct an audit in 15 minutes with completely free assets.


Content audits can be done for free!

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Here’s how:


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Step 1: Create a List of Your Content Assets

The first step is to lớn organize a list of all of your website’s content. While you could put in the elbow grease to lớn vị this manually, I highly recommend that you save time and energy by using a miễn phí tool like Screaming Frog.

This extractor tool will analyze your website to lớn find all of its content, metrics, and data. You can tải về it here.

Begin by entering a URL into lớn the tìm kiếm bar and hitting the “Analyze” button. Give this a few minutes.

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Next, filter by “HTML” and click the export button beside the dropdown menu to download the results as a CSV. We want lớn audit pages và not other information that will cause clutter.

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Upload the tệp tin to lớn Google drive sầu and it will look like this:

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I know it looks confusing, but I’ll clarify everything later.


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Step 2: Pull Google Analytics Data

You use Google Analytics, right? Most marketers vị, thus it plays an integral role in nội dung audits. However, you can find similar (if not the same or more) in other analytics tools if that’s what your company uses.

For this tutorial, however, we’ll be using Google Analytics because it’s không tính tiền và popular. After it’s integrated lớn your trang web & collected data, there is no shortage of information about nội dung you will have sầu access to lớn.

It also can be exported khổng lồ be analyzed during your content audit process.

There are a few primary reports that you need to export, including:

AcquisitionPage contentGoals

These will allow you lớn audit how traffic is being generated, which pages are performing the best, và how goals are being achieved.

Begin by navigating lớn the “Acquisition,” “All Traffic,” và “Channels” tab. This will display where all of your website traffic is being acquired from.

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Cliông chồng the “Export” button at the top of the page & choose the Google Sheets option to lớn automatically make a file on Google Drive.

Then, head over to “Behavior” & “All Pages” under “Site Content”.

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This tracks all of the pages on your website along with their performance metrics. (More on those later.)

Perform the same steps as before khổng lồ export the data to a Google Sheets file.


Recommended Reading: How khổng lồ Complete a Social Media phân tích và đo lường in Nine Steps (+ Free Template)

Lastly, clichồng the “Conversions,” “Goals,” và “Overview” tabs.

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This shows all of your goals and performance data. Export this as a spreadsheet và move onto the next step.


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Step 3: Pull Google Search Console Data

Google Search Console is a crucial tool for content marketers as it tracks tìm kiếm data including click-through rates, rankings, và từ khóa positions.


If you bởi not have it already, sign up for a không lấy phí account và connect a trang web. You will need lớn verify the domain name afterward.

Then, select the “Performance” tab and ensure that “Average CTR” and “Average position” are both enabled.

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Cliông xã the export button on the top of the page & choose the CSV option.


Step 4: Measure KPIs and Fix Issues

At this point, you’ve sầu successfully collected all of your website’s nội dung data và neatly organized it into lớn spreadsheets. But, you’re probably thinking “What vị I vì chưng with all of this data?” and that’s next.

Keep in mind that every business has different KPIs so you may have sầu lớn tailor the nội dung auditing process to lớn your chất lượng metrics. However, these are some which are universal:

Auditing Metadata with Screaming Frog

Let’s begin with the Screaming Frog crawl you performed. In particular, let’s start by auditing title tags và meta descriptions. These can be found under their appropriate column.

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Make sure there are title tags and meta descriptions to lớn begin as these are needed for SEO & user experience purposes. Similarly, title tags should be 50-60 characters & meta descriptions should be 155-160 characters long for readability.

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Next, pay cthua trận attention to lớn error codes.

200 = good.404 = bad.

The 200 error code means that a website is up and running as intended.

404 means that it couldn’t be found. This is the result of broken liên kết, bad URLs, etc.

Other codes to note are 301302. Both are redirects with the first being permanent and second being temporary. Ideally, there will be minimal redirects on a website as it reduces the amount of SEO juice that flows between pages.

Scroll down & ensure that there are H1, H2, & H3 tags found on the appropriate pages. These are necessary for organizing a page’s nội dung for both users & search engines.

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Fix any errors that you find in this step of the content audit. You can then begin looking at Google Analytics and Google Search Console data next.

Website Traffic

Let’s look at one of the most popular marketing KPIs there is: traffic.

After all, if you’re not receiving any traffic, then you won’t be generating conversions, subscribers, etc.


You can find this data from the Google Analytics report we downloaded in one of the previous steps. Specifically, it can be found via the acquisitions report.

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This will display all of the traffic your trang web has generated in a specific period along with each source.

Xem thêm: Trang Trí Nhà Cửa Thật Xinh Với Cách Làm Hoa Treo Tường Bằng Giấy Nhún


Use this information to lớn determine if your traffic is increasing or decreasing và what sources generate the most.

Are there any channels that don"t look lớn be picking up momentum? Consider dialing those back while investing more in the platforms acquiring more users.

tỷ lệ thoát Rate

The bounce rate is the number of users who visit a page & leave sầu without navigating lớn any others. Don’t fret if it’s high. It depends on your next nibịt và business.

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Nonetheless, consider that the average bounce rate is between 70-90%. It makes sense, too.

Users tìm kiếm for a topic, read an article, & move on. They may not necessarily be interested in continually reading, but just solving their question.

You can improve the bounce rate of pages by first adding more internal links. This will keep users on your website for longer.


However, links need khổng lồ be relevant. If you’re writing about social media marketing for example, link khổng lồ other topics about individual networks & strategies.

It doesn’t stop there, though. An internal link is vague. Unless a user hovers over it và looks at the corner of their browser, they have sầu no idea where you’re taking them.

This is precisely why you can increase internal liên kết click-throughs by adding a clear điện thoại tư vấn lớn action. An example would be “Make sure to read my blog post on Topic lớn learn more.”

Average Top on Page

A similar metric to lớn bounce rate you can find through Google Analytics is average time on page. This, as you could guess, is how long users spover on a page.

You can find this number under the behavior report you exported. A good benchmark is between two và three minutes.

It’s a direct signal khổng lồ Google if the content on a webpage is high quality & relevant. After all, if a user stays for long periods, the page is clearly in-depth & worth reading.

One of the best things you can bởi lớn increase the average time users spend on a page is increasing its length & utility. Long-khung nội dung provides more resources and information for readers khổng lồ consume, naturally keeping them on a page for longer.

Similarly, providing tools & step-by-step instructions increases how long they will engage with a piece of content.

Backlinks

Links are lượt thích a voting system. Rethành viên the reality TV show Survivor? People got voted off the islvà và the winners stayed. Search engines are the opposite.


Recommended Reading: How to Create Content Hubs to lớn Cover Competitive sầu Topics

The more votes, the better. This is especially the case because quality backliên kết remain as one of Google’s primary ranking factors.

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Source: https://backlinko.com/

That’s precisely why you need to lớn audit how many links you’re receiving, their effectiveness, and where they refer from.

This information helps you determine if links campaigns are working & which link carry the most weight.

I recommover using a không tính phí tool lượt thích SEMrush khổng lồ inspect your backliên kết protệp tin.


Begin by typing in the URL of your website on the homepage.

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Next, scroll down và cliông xã the backlinks.

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Here you will see which link your trang web is receiving, from who, and the weight they carry.

Have you been hitting backlinks campaign goals? Are từ khóa rankings improving? Is your authority improving?

Use this data to lớn determine which types of backlinks và strategies are moving the needle.

SERPhường Click-Through

You can rank highly on Google. That’s great. But, it’s not the end-all-be-all silver bullet some SEO’s think it is.

This is why you need to lớn audit your click-through rate.

This is the number of impressions a từ khóa receives divided by its clicks.

You can see the click-through rate of individual pages by visiting the Google Search Console data you downloaded.

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Keep in mind that the average first result on Google has a 31.7% CTR, so use that as a benchmark.

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One way khổng lồ optimize organic click-through is by split testing the copy for title tags and meta descriptions since that’s what users mainly see.

Title tags, which are headlines, should be exciting, quality, and highly relevant lớn the users.


Recommended Reading: Content Governance: How to lớn Establish Processes That Drive sầu Great Content

Similarly, the meta description should use your main keywords as it becomes bold lượt thích this:

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I also recommkết thúc answering the following questions in the meta description và title tag:

Why should the reader clichồng through?What will they learn?What makes your nội dung different?

Conversions

Last but not least, conversions.

This is perhaps the most important metric to audit because one of the main purposes of content is khổng lồ achieve other goals like subscribers or sales.

If it’s not doing anything, that’s a problem that needs lớn be addressed.

But, conversions aren’t cut & dry.

There are subscribers, sales, contact forms, downloads, và other forms of conversions.

Additionally, consider for a moment that the average conversion rate for a landingpage is 2.35%.

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Analyze how well your organization is completing goals in Google Analytics. Brainstorm strategies for improving lagging goals & how to replicate successful ones.


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Go Forth and phân tích và đo lường Your Site"s Content

Phew, that’s a lot khổng lồ take in, right?

Performing a content audit can seem overwhelming. Doesn’t it take hours or days?

Not at all. In fact, you can get a good overview of how your nội dung efforts are performing in 15 minutes.

It begins with running your domain name through a tool lượt thích Screaming Frog to lớn analyze all of its meta data.

Next, Google Analytics và Google Search Console will provide in-depth insights into lớn trang web and SEO performance.

Use this information lớn traông chồng KPIs lượt thích conversions, trang web traffic, và backlinks.

Take note of anything that needs optimization và fix it with your team. This will improve sầu the performance of content & the conversions it generates for your company.

So, what are you waiting for? Begin a content audit with what you learned today.

Xem thêm: Google Public Dns Goôgle

April 16, 2020


About the Author

Carmine Mastropierro

Carmine Mastropierro is a freelance copywriter who has written for Neil Patel, GoDaddy, Marketo lớn, and other publications. He helps businesses generate traffic, leads, & revenue.


Chuyên mục: SEO