How up-to-date, useful, and helpful is your website content? Why you should carry out a content audit regularly – and how you can best do it.
Many blogs and corporate websites accumulate content for years without anyone looking at them or questioning them again. So that your digital content remains relevant and useful for users, you should check it regularly. Under certain circumstances, they can even become evergreen content. The following six questions form a good basis for a content audit, which you should conduct at least once a year.
1. What content strategy are you pursuing?
At the beginning of your content audit, you should recall your strategic direction. Based on your strategy, you can then check how well your content is performing and how efficiently it is contributing to your goals. These include the following questions:
- Target group: Who are you producing the content for? And why – that is, what goals does the user pursue?
- Goal: What should your content be used for? Are the goals to increase your brand awareness, new leads, or conversion?
- Measures: What content do you create, and in what frequency?
- Success measurement: what are your KPIs? What quantitative goals are you aiming for?
2. How many users see the content?
Google Analytics gives you a good insight into how relevant your content is. It would be best if you looked at the following numbers:
Traffic / bounce rate / average time on page
- Open the “Behavior” section in Google Analytics
- Go to “All Pages” via “Website Content”
- Find the relevant page / URL and choose a time frame that you want to look at – at least six months are advisable.
- Calculate the average page views per month.
- Calculate the average bounce rate per month.
- Calculate the average time on the page per month.
You can now compare the calculated values with your quantitative goals, the KPIs. General optimal values for comparison are not very useful here. Because every brand and every content strategy are so individual that 500 monthly visits per post can be great for one company, whereas, for big names, they might be a big step backward.
The question of how your content performs on social media is also relevant. How often is it shared, what is the commitment? On the one hand, these questions answer the analytics areas of your social media platforms. On the other hand, you can also use tools like Buzzsumo to check how other users interact with your content and share it.
4. What about SEO?
You can use tools such as Semrush or the Google Search Console to check how your content works, for example, about specific keywords. Is your content neatly set up concerning SEO, so you have your H1, H2 and Co. clearly shown in the code? Do you have enough (but not too many) links? Is the text structured appropriately, and are your metadata properly maintained?
Another important point: what about backlinks? You can also use tools such as Screaming Frog to check how many pages link to your content – and then evaluate the quality of these backlinks.
5. Does the content perform according to your goals?
Now you should look again at your content strategy: Do your content do what it should? So does it bring you the conversions you planned? Qualitative goals are, of course, more difficult to measure, but here too, you can use surveys to check whether you are reaching them or at least getting closer to them.
6. What do you have to do to optimize your content?
- Does the content of existing articles or blog posts need to be adjusted? Then add, delete, and optimize as much as possible.
- What content is missing? During the content audit, you must have noticed which topics still have gaps in content. Gradually close them.
If you ask yourself these six questions regularly, you ensure that the content does not get dusty, or actively does something about it. This keeps your content relevant, and page views, shares, and conversions gradually increase.