When planning to add new content to a website or optimize legacy content sets, you should always start by building a content strategy based on goals and focus. Having a focused content strategy will define which high value topics should be targeted based on your goals, how best to market the content assets by defining a distribution map, and how to strategically include the content on your website to best align with how your customers think.
All content strategies should start with an in-depth content audit. This is the process of evaluating the content that is currently on your website to gain insights into how your current content is performing, how it can better be optimized, and where their might be gaps in which additional content will be needed to compete.
Our content audit includes assessments of the content on your website based on the analysis types below. We then provide in an easy to understand content audit spreadsheet with an accompanying executive summary that explains how your website’s assets can better provide value to your users and the search engines.
Content Inventory Audit
To get a idea of the types of content that live on your website, the first step is doing a content inventory audit. This helps us understand the content types that you have on your website, and how they are organized throughout the structure of your website.
Understanding the assets on a page and how they interact with the primary goal of the page is important. The features audit records and analyzes how relevant each pieces of content is in terms of interaction value with another.
The editorial notes section of the audit points out any negative editorial characteristics that your content contains.
The quality of your content is how users and search engines alike will judge the value your website has for them. We break out content into 4 buckets (ROT, Irrelevant, Walled Off, and Valuable Content) to better describe the content set and areas that need to be addressed to help build value.
We will analyze each page for content hierarchy, user intent matching, and keyword usage in the key areas that align with positive onsite SEO – title tag, alt text, header tags, body copy.
Content Page Rating
We give you an easy to understand rating for the content on your website. This will outline different groups of content and the value that each brings to your business. It will allow us (and you) to see issues with pieces of content as well as content sets as a whole which defines the value your content set brings to your website and business.
With each piece of content we will define the rating as outlined above, as well as the effort to edit 0-5 (0 being no edits needed, 5 being needs to be rewritten or deleted).
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