When was the last time you reviewed your blog posts, pages, products and older content on your site?
Most of us keep an eye on ranking, traffic, and conversions while missing many opportunities and problems that exist in older content.
This is what a content audit will help with.
What is the reason for your blog? There are two main purposes: to write content that our potential clients will find in search or social or to be a thought leader in your niche. Many business blogs concentrate on current news and thereby racking up hundreds of posts over the years.
There are two main purposes: to write content that our potential clients will find in search or social or to be a thought leader in your niche. Many business blogs concentrate on current news and thereby racking up hundreds of posts over the years.
There is a better way. Whatever business you are in there will be questions your audience is looking for the answer about. The best questions or topics to write about are those that get asked again and again over the years. Find fifty or so great subjects to discuss and rotate these posts year after year. Make each post better each year, be more detailed; by the second year hopefully, you will have had comments on the posts and this will help you expand the post. Remember to look at the comments on your social media profiles.
Whatever business you are in there will be answers your audience is searching for. The best questions or topics to write about are those that get asked again and again over the years. Find fifty or so great subjects to discuss and rotate these posts year after year. Make each post better each year, be more detailed; by the second year hopefully, you will have had comments on the posts and this will help you expand the post. Remember to look at the comments on your social media profiles.
The biggest problem with most blogs is the lack of a content strategy.
The thought occurs, I have not posted on my blog for a while. With all the competing demands we juggle every day writing a post can seem just like a distraction from real work. The main result of this is often posts that are only a few hundred words.
Now if you are Seth Godin , you can get away with that, but for the rest of us it look like it is – thoughtless posts, that no one will link to or share on social.
When the word count across your website is low there is the added danger of being demoted by Google Panda. Panda demotes whole websites when there are too many pages of low word count content with few or no links to that content and little user engagement.
First impressions matter, we all know this.
If the first post I read on your site is a negative post about some other business I get concerned. If we work together and as happens we fall out, will you publicly complain about me? I hedge my bets by choosing another company to work with.
It is too easy to be negative. Most people when I ask how is business respond by saying not bad, rather than great. What difference would it make to your whole business if there was a no criticism rule?
PDFs are great, clients can download, email to colleagues, and in general share them online. The problem occurs when the same content is on your web page and a PDF.
Without no indexing these from Google your whole website can end up looking like you are trying to game search, this leads to lower rankings.
Last year I worked with a Plc that had all products from their site available as pdf downloads. They were still getting a lot of traffic, but mainly to their home page with branded searches. No indexing the pdf files resulted in an increase of traffic to their products pages – pages that they could track.
The best way to deal with this is no index all PDFs. Once that is completed make sure all PDFs files have embedded links to the page it refers to, to your home page, and to other pages on your website. Once downloaded the user can easily get back to your site.
Keywords Not on the Page
Plugin for WordPress like Yoast that remind you to check the keywords are great. I often come across blog posts or product descriptions on shopping carts that have not included the keywords within the page main content.
Another often missed opportunity is related keywords and adding the keyword in subheadings.
Publishing a blog post without an image should be a sackable offense, well at least some retraining. Content on social media with images is shared, liked, and visited more than content without appropriate images.
There are some great free images editing tools allowing you to easily add captions. More work I hear you say, but if it is worth doing…
But seriously when I am flicking through Twitter, Facebook, and LinkedIn it is the images that grab my attention.
Subheadings help Google and your users. The content headings help Google understand the page better, and users can scan the page quickly to find the information they are looking for.
Duplicate content is the biggest enemy of a well optimised website. From using too many categories and tags to the same content appearing on more than one page – duplication is guaranteed to kill your traffic.
Order Your Content Audit
Reviewing all the content on your website is time intensive. We can review parts, write internal guidelines or work with you on any bespoke plan.
Call us on 01 442 9545 or fill in the form below and we will get back to you.