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31/01/2019

PPF,An Analysis Audit in Four Acts.Memo to the Modern Marketer.PoissySmartCity.Next Big Thing in content marketing.Who needs little things like the $700 billion US shoppers spend over the holidays when you’re Amazon?


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An Analysis Audit in Four Acts3smartphones.jpeg

With potentially thousands or tens of thousands of landing pages on a domain, you’re going to need a structured way of conducting this analysis. We recommend dividing a content audit into four main stages:

  1. Initial content assessment
  2. Performance analysis
  3. Structural analysis
  4. Benchmark analysis

We’ll describe each of these in more detail now.

1. Initial content assessment

Some content marketers might find working with spreadsheets intimidating and/or soul-destroying – content is supposed to be about words and emotions and not about data and tables! However, the great thing about Excel (or your spreadsheet tool of choice) is its flexibility. You can pull together data from numerous sources, sort it, filter it and make use of relatively simple functionalities like conditional formatting to get quick, helpful insights.excel-example-content-assessment

Your range of data sources will depend on your own setup, but commonly they will include Google Analytics, the Google Search Console and an SEO software platform like the Searchmetrics Research Cloud, among others. Viewing all the data in one place makes it extremely quick and easy to spot gaps. For example, a simple column filter can instantly show you which URLs are missing a meta description, giving you a great starting point for basic optimization measures.

2. Performance Analysis

The next step is to analyze the performance of your pages. By looking at keyword rankings and traffic potential, you can identify those URLs that have the greatest optimization potential. A good rule of thumb is to look for keywords with:

  • high search volume
  • a good, but not excellent ranking (e.g. position 4 to 30)
  • low level of competition (e.g. based on the cost-per-click of keywords)
  • ompetition (e.g. based on the cost-per-click of keywords)

research-cloud-content-audit-example

These KPIs, all of which can be viewed in the Searchmetrics Research Cloud, can act as a good guide for identifying high-potential pages. In your specific case you may have other indicators that should also be considered, such as the average basket value for product purchases.

Once you’ve found URLs and keywords that look like good candidates for optimization, a good way of seeing ­how to optimize the pages is to check out the content itself. With content analysis software like the Searchmetrics Content Experience, you can assess the strength of on-page content by looking at performance factors such as word count and the inclusion of relevant keywords. If the page you’re targeting for optimization has sub-standard content, then improving the quality of the text is a great place to start.

example-content-experience-content-scoreBut, as mentioned in the beginning, there is often just too much content on your website. It’s  sometimes not about improving existing or adding new content; it’s more about getting rid of content that’s out-dated, not relevant for your target audience or doesn’t have a brand fit anymore. Underperformance and low search volume are always first indicators of where to start, but always check the content goals and match these with your strategic direction. Often, pages have a key role internally, and therefore a right to exist.

3. Structural Analysis

As websites expand, categories, sub-categories and standalone content sections are often added on the fly, resulting in domain structures that are near-impossible to follow, with the user experience resembling The Place That Sends You Mad in The Twelve Tasks of Asterix. Obviously, this should be avoided if users are to be encouraged to stay on (and return to) your page. Furthermore, a well-structured site is much easier for a search engine crawler to navigate, meaning that more of your content can be correctly processed and indexed, giving it a chance to appear in the organic search rankings.

When restructuring the content on a site, it makes sense to take a top-down approach. First, directories should be established for the website’s main topics. Then, content pieces can be assigned to the relevant directories. Finally, the structure of individual texts can be analyzed to ensure their information architecture communicates to users in an appealing, effective way.

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Working from the top down is an excellent way of spotting overlaps in topics, where directories can be eliminated or merged together, and content pieces that may address near-identical topics and are only creating confusion, without adding any value for visitors to your site.

4. Benchmark Analysis

The first three steps of the content audit have dealt directly with the content on your own page. The fourth step, a benchmark analysis, involves looking at the pages competing within your search environment. This doesn’t mean that you try to duplicate a competitor’s content – or even their strategy – but, for example, looking at the keywords your competitors rank for is a good way of identifying potential topics that might be missing on your own site.shared-keywords-content-audit-research-cloud

A benchmark analysis goes beyond an introspective look at your own website and uses the available data to analyze what is making those around you successful. This gives you a more rounded understanding of what ranks well in organic search within your industry or topical niche, and helps you make optimizations that can lead to real improvements in performance.

Take-aways

To summarize, content audits:

  • create transparency and give you an overview of your content
  • help identify content with the potential for quick optimization
  • reveal redundant content that can be eliminated from your website
  • create a clear, targeted structure for your website and its content
  • lay the foundation for the creation of a content strategy
  • are an investment in the performance of your content

One last question: When should I do a content audit?

The easy answer is: Now!. There is never a bad time to gain a better understanding of your content and its structure, and see where your areas of potential lie. That said, there are certain milestones in the life-cycle of a domain where a content audit is of particular value:

  • website launch or relaunch
  • change in the company’s strategic direction
  • change in the company goals
  • observation of visible drop in website performance

Of course, rather than wait for performance to fall, regular audits (e.g. annually) can help prevent any decline before it happens. The organic search environment is constantly evolving, as your competitors become more sophisticated, Google updates its algorithm and user expectations change over time. A content audit won’t solve all your problems overnight, but it will give you a detailed understanding of your strengths and weaknesses and set you off on the path to realizing your potential.

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