How the content audit is carried out

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Now the real work begins! In short, the audit involves taking an inventory of all content indexed by search engines. This involves analyzing certain metrics to determine what actions should be taken regarding the content. According to the motto: "What should be retained, what needs to be improved, and what can be removed?"

If your website has both a desktop and mobile version, you should perform two separate audits. Although the versions have the same URL, the code base is different—one for mobile, one for desktop.

1. Collect all data
Open and create an audit table. You'll need this to keep things clean and organized. Then egypt phone number data compile all sitemaps and internal databases, such as all product lists and category URLs. Collect them separately and organize them into a single file. Now you can begin crawling all indexable URLs.

A quick tip: In addition to using a crawler (e.g., Screaming Frog), use Google Analytics and Google Webmaster Tools as well. This approach ensures that you don't miss any URLs from the audit. After checking this, filter out URLs that you don't need to check to save yourself unnecessary work.

2. Consider using more metrics than before
It's time to consider additional metrics. Find and utilize some additional metrics and information beyond those you already get from crawlers. Aside from titles, descriptions, word count, and meta tags, you should also check organic search traffic, internal and external links, content uniqueness, conversions, publish date, time on page, pages per visit, load times, and mobile compatibility.

Please note that the time spent on the page and the number of pages per visit must be evaluated separately. It is not so clear when these values ​​should be viewed positively and when negatively. Assuming a user finds the information they need on the page within a few seconds, this results in a short – positive! – time spent on the page, whereas a long time could indicate usability problems. Conversely, a short time spent on the page is sometimes a sign of a lack of relevance – the visitor leaves the page immediately because it is of no use to them. The same applies to the number of pages per visit: A high number can signal that the website is interesting to the visitor, so that they keep discovering new things, or it can mean that they have to search for a long time to find the desired content. Similar considerations apply to a low number of pages per visit. Perhaps the landing page already provides all the information you need – this would then eliminate the need for most visitors to visit other pages.

3. Use a dashboard
Now that you've collected all the necessary data for the audit, it's time to clean things up. Organize all the information in a dashboard. If your website is small, you can do it manually, but if it's larger, consider using Screaming Frog to automatically create a list of your URLs.

4. Conduct the actual analysis
So – now you're perfectly prepared for the actual audit. After you've stored all the information in your dashboard, start analyzing.
Identify content that could be penalized by Google, whether due to low quality and relevance or duplicate content . Take one case at a time and clean it up intelligently: Depending on the situation, you can rewrite, improve, leave, or shorten the content.

In this phase, you will use a set of good SEO and content marketing data: you will quickly recognize patterns and get important clues through information about page titles, meta descriptions, page visits, last update dates, backlinks, bounce rates, time on pages, broken links, etc.

When it comes to content marketing, you examine metrics such as page length, word count, topic weighting, authors, comments, shares, mobile compatibility, call to action (CTA), and page score. Depending on the type of content—article, blog post, infographic, informational page, landing page, news, FAQ, etc.—you will receive more or less user data and direct feedback. You can also see which content is still relevant and which is long outdated.

5. Take concrete action
Determine what steps you want to take based on your analysis. To do this, examine the data in detail, derive insights and conclusions, and create a to-do list. Prioritize based on your goals for the content audit. Rewrite or remove low-quality content pages, increase promotion with high-performing pages on social media networks, and create more trending content pieces similar to those with the best conversion rates.