Mastering Content Audits: Boosting Your Business’s Digital Presence
In the digital landscape, where content reigns supreme, performing content audits is a crucial process for every business.
A content audit scrutinises your website’s content, examining its impact and revealing opportunities that can propel your business forward. When done right, it can provide valuable insights into your content strategy.
However, there are several common mistakes that can hinder the effectiveness of content audits. In this article, we’ll explore four things you might be doing wrong and how to get it right.
1. Not Understanding Your Audience
One of the fundamental aspects of a successful content audit is understanding your audience. Your content should resonate with your users and fulfill their needs. If you don’t know who your users are, you might end up creating content that serves no one.
Invest time in understanding your audience, create content that appeals to them, and then conduct a content audit to identify what resonates most with and converts your audience effectively.
2. Beware of Vanity Metrics
Vanity metrics, such as impressions, views and time on site, might seem impressive at first glance, but they often lack real substance. When conducting a content audit, focus on metrics that align with your business goals, such as increasing sales, leads, or conversions. Metrics like clicks, click-through rates, form submissions and assisted conversions provide a more accurate picture of your content’s commercial impact.
3. Don’t Rely on Third-Party Content Scores
While some third-party tools offer content ratings or scores, they are better suited for day-to-day SEO tasks like checking keyword density. In the context of a comprehensive content audit, these scores are often arbitrary and won’t provide meaningful insights. Concentrate on metrics that truly matter and reveal how your content converts users into customers.
4. Exclude New Content from the Audit
Content audits are designed to evaluate the long-term performance and impact of your content. A common mistake is including content that is relatively new, typically only a few months or weeks old. This is counterproductive because new content may not have had enough time to make a significant impact on your users. For a more accurate assessment, exclude content created within the last 60 days from your audit.
In conclusion, content audits are a powerful tool for understanding your content’s impact and making informed decisions about your content strategy.
Avoid these common pitfalls, understand your audience, focus on meaningful metrics, and ensure that your audit includes content with sufficient history to evaluate its performance accurately.
To learn more about content audits and how they can benefit your business, don’t hesitate to get in touch with Dark Horse today.