Tag Archives: Content Auditing

How I plan to promote my content writing business during the Coronavirus outbreak

Content writing in the times of the coronavirus

Content writing in the times of the coronavirus

After originating from China the Coronavirus has taken the entire world in its grip. Thousands of people have died. More than 200,000 are quarantined or being treated as I’m writing this. Businesses are being shut down. People are losing jobs.

During such a human and economic disaster, how do you take care of your business? My content writing queries are going down; what steps am I going to take to see me through this lean period?

Businesses depend on each other. I provide content writing services but I can provide my services only to those businesses who are in a position to spend money on marketing, branding and SEO. When they are grappling with the question of survival, they aren’t much worried about marketing.

Even the markets to which they need to market themselves aren’t responding, aren’t in a position to respond.

Nonetheless, a good thing about the Internet is that you can work from home, and you can provide your services to different parts of the world.

Although many countries are struggling with the pandemic, there are many other countries who haven’t been as affected as some countries have been. Till the world realigns itself, you need to continuously find opportunities, as little as they are.

Below I am listing a few things I’m going to do to promote my content writing business even during the Coronavirus outbreak. Maybe you can apply some of the things that I mention here to benefit your own business.

Don’t worry much

Worrying is a natural reaction. Whenever we are alarmed we worry. Worrying kept us safe when we were living in jungles and caves. Even at the slightest of sounds and movements in the bush, we simply bolted without spending a single second on second-guessing. Hesitation could get us killed.

We live in relatively safer times. Even when long months of recession gawk at us, worrying isn’t going to help much. It stunts our thinking. It even harms are immune system.

Find out ways to get rid of your worry. If you cannot do it yourself, talk with someone close to you.

Network with other business owners

You may not just get new business, you will also provide support to each other during hard times. Maybe you know something that the other person doesn’t know and the other person knows something that you don’t know. You can both help each other.

Also, you can refer a new business to each other – something that you may have ignored in the past.

Work on improving your online presence

Yes, it also involves publishing more content on your website. Remember that no matter how dire the situation becomes, there is someone out there always looking for you.

I’m still getting a lot of content writing queries from all over the place. Even from Europe and America. So, if on an average I’m getting 2 content writing queries, if I can improve my SEO and make it easier for people to find me, I can increase that number to 3, or 4, or 6.

I have been buried under lots of work. I’m still working for a few clients and I know I have plenty of work for the next two months,

I’m also going to get lots of free time to add extra content on my website and blog, which I have been ignoring in the recent months because of my work. I’m going to use this extra time as an opportunity to improve my search engine rankings and add more content to my website.

Explore untapped opportunities

Are there some opportunities you have been ignoring? What about your mailing list? Haven’t you always wanted to have your own mailing list? Maybe this is a time you can start focusing on building one.

What about LinkedIn? Personally I have always wanted to spend more time promoting myself on LinkedIn but there hasn’t been much motivation which, I’m sure, is going to manifest now.

Improve conversion rate

Although I’m constantly working at improving my conversion rate so that I get more content writing traffic that converts rather than bringing those people to my website who simply want to learn how to write better content (no harm in that, though), there is always scope for improvement.

You can use Google Analytics to take note of what type of traffic your website or blog is attracting from Google and how much of it brings you actual business. Study the keywords that convert and then generate more content around those keywords.

Decide to outsource

If you haven’t been outsourcing, this is a good opportunity to consider. To be frank, my entire business depends on people’s tendency to outsource their content writing needs.

Businesses and people don’t hire me full-time. They contact me whenever they need quality content to improve your conversion rate or SEO.

You can outsource many things. You can outsource content writing if you don’t want to spend time writing and creating content for your website or blog.

You can outsource graphic design or your web maintenance or your SEO. What about accounting and bookkeeping? I’m writing content for a website that does precisely that – take care of accounting for many businesses.

Outsourcing saves you time and money, and it also gives you greater choice. You are never stuck with a single employee. You can dip your feet in the global talent pool.

Audit your content

For a small business having 50-60 web pages and an equal number of blog posts, this shouldn’t be a tough job.

What does content auditing mean?

It means going through individual content pieces and improving them. Improvement may involve rewriting their titles and descriptions, improving content quality, making your content simpler and concise and pretty much, incorporating improvements that make your content better. Content auditing also improves your SEO.

In the end, I suggest, don’t worry about the sky falling unless the sky is actually falling. Use the time. It might be a blessing in disguise. Maybe the collective destiny of the world wants you to turn over a new leaf and start exploring opportunities that you have been ignoring so far.

Improve your SEO with content auditing

Improve your SEO with content auditing

Improve your SEO with content auditing

For the past week I have been auditing my existing webpages.

In a hurry to build every section of the website, we often, quickly, build webpages without giving much care to the SEO aspect of those webpages.

These pages may be complete in themselves vis-à-vis delivering your core business message and conveying to your visitors how you can serve them, but in terms of SEO, you haven’t taken care of all the aspects of your content.

I exported the entire list of my main Credible Content business website webpages into an Excel sheet and now I try to rewrite the content of at least two webpages everyday.

Then, with color coding, I mark them done.

Is it improving my SEO?

For more than 1-1/2 months, I was bedridden.

I could only take care of client assignments and I couldn’t publish new content on my blog.

The content writing field is very competitive because practically, everyone can provide content writing services because most of the clients are unmindful of what is quality content.

Anyway, that’s an altogether a different issue, but one tends to lose search engine rankings very fast if one doesn’t publish new content regularly.

Since I couldn’t publish new blog posts and webpages on my own website, I lost search engine rankings for many of my top ranking keywords.

Even when I resumed my regular routine, I couldn’t focus on publishing your blog posts.

But I started rewriting my existing webpages – making them current and adding more sections and images.

I’m also optimizing these webpages for long tail keywords.

At least I have regained the rankings that I had lost.

What is content auditing?

What is content auditing?

What is content auditing?

Is there a content audit definition?

Is there a content audit tool you can use?

Is there any content audit criteria?

What exactly does webpage content audit consist of?

If you have had a business website you must have lots of webpages and blog posts that you have been adding over the years.

Many of these webpages and blog posts have old, outdated information that is not relevant to the current context.

You may have also lost their rankings because fresh content on the same topics or even on the related topics, have been crawled and indexed by Google and other search engines.

As I have written above, my search engine rankings suffered even when I couldn’t add new content for a couple of months.

Google is constantly looking for fresh content.

Content auditing means going through your individual webpages and blog posts (they already exist I presume) and then updating them.

Content auditing may include:

  • Adding fresh information.
  • Restructuring the content to make it crawler friendly.
  • Writing more content.
  • Incorporating your primary, secondary and longtail keywords.
  • Refining meta titles and descriptions.
  • Adding more images.
  • Updating obsolete information.

Content auditing can be as comprehensive as you want.

It can be an occasional exercise and it can be an ongoing undertaking.

Auditing can be full-fledged it during which you observe the following attributes of your existing content:

  • The number of clicks the link attracts.
  • First published date.
  • Author name (in case you have multiple authors).
  • Call-to-action of the webpage (what was the purpose of the webpage when you created it).
  • Page bounce rate.
  • Image alt tags.
  • URL.

Content auditing may take a few days, a few weeks or even a few months, depending on how much content you have.

Why content auditing improves your SEO?

Why content auditing improves SEO?

Why content auditing improves SEO?

When I say content auditing, I don’t mean just randomly updating your existing webpages and blog posts.

Auditing means having a serious look at them from the point of not just adding useful information, but also from the point of improving their SEO.

When for the first time you were creating those webpages and blog posts, maybe you didn’t have a clear idea of how to search engine optimize them.

Maybe you were not even aware that you should write your content keeping keywords in mind.

Or maybe you were too obsessed with the keywords and you didn’t pay attention to the overall quality and purposefulness of your content.

Or maybe you didn’t have an experienced content writer working for you and as a result, you neither have good quality content nor have optimized content.

Whatever is the reason, you should have a fresh look at your existing content and see what improvements you can make so that it not just reads well, it also improves your SEO.

Content auditing improves your SEO in the following ways

  • You use a tool like Google Analytics to know how much traffic your individual webpages and blog posts generate and which are the best performing and worse performing links.
  • You add more content – Google prefers lengthy pieces of webpages and blog posts.
  • You interlink your blog posts and webpages so that high traffic links can send references to your other blog posts and webpages that don’t get much exposure.
  • You rewrite meta titles and descriptions in terms of improving SEO.
  • You make the content fresh and resubmit the links, which Google likes.
  • You add more relevant images to give your SEO further boost.
  • You can re-share your content through your social media and social networking profiles getting more exposure to your older blog posts and webpages.

What are the benefits of content auditing?

  • Pinpoint main problem areas and rectify them.
  • Identify content for content repurposing (you may like to read How to repurpose old content?)
  • Improve quality of your content.
  • Restructure your content for better readability.
  • Incorporate primary, secondary and longtail keywords strategically and in a logical manner without compromising on the overall quantity of your content.
  • Enhance content usability.
  • Improve credibility by linking to trusted sources.
  • Improve call-to-action.

How to do content auditing?

This is something you yourself will have to figure out, but I can explain how I am doing.

I use WordPress as my CMS.

I use a plug-in that generates an HTML page of all the links that I have posted so far.

Using this plug-in I generated a fresh list and then copy/pasted the list into an Excel worksheet.

There are other tools also that can help you generate a list of all the URLs under your website, including Screaming Frog and URL Profiler.

I also use SEOPressor for WordPress to analyse my text as I write it.

I select a link and copy/paste it in the browser and then go to the WordPress dashboard to edit the link.

SEOPressor immediately tells me whether I have previously optimized the content or not.

I also check (using anonymous browsing) how the link ranks for the selected keywords and search phrases.

If SEOPressor tells me that I didn’t optimize the content the first time, I start working on it until the SEOPressor plug-in okays it.

Once I feel satisfied, I republish and resubmit the link to Google.

In the Excel sheet in the adjacent column, I enter the date on which I audited the link and then I also color code the link to mark it as “audited”.

This is how I do it.

I am an experienced content writer and I can immediately know if a certain webpage or blog post is optimized or not.

You may not have that experience.

You can hire a content writer to audit your website and then update the content.

If you have too many pages and blog posts, don’t worry about the cost.

You can select the most important pages and blog posts and hire a content writer to work on them.

However you decide to audit your content to improve your SEO, sometimes deciding to audit your existing content is better than adding new content.


Are you updating your evergreen content?

Auditing your existing evergreen content

Auditing your existing evergreen content

If you wrote and published your evergreen content a few months ago or a few years ago, even if it enjoyed better search engine rankings back then, by now it must have moved down. Can you bring it up again? This Business2Community blog post says that updating your evergreen content can help you improve your overall SEO.

Although this post puts more stress on the need to target individual stages of your sales funnel through updating your evergreen content, my main point is to reignite the rankings of your existing evergreen content by constantly auditing it and then updating it.

What is evergreen content?

As the name suggests, it is the content that remains relevant irrespective of when your website visitors access it.

It can be your homepage. Your FAQs. Your how-to guides. Your case studies and white papers.

So, if it is evergreen content, why do you need to update it?

Over the time, the context changes, and the data that you used changes, the preferences of your website visitors change, and you gain more knowledge.

There are many webpages and blog posts on my website that I think I can change. I’m certainly a better writer than what I was 5-10 years ago. I’m certainly less pretentious. I have learnt how to say more with less words. I know not to get obsessed with keywords. I can clearly see that some blog posts can be stretched to 2000 words from merely 500 words (read about my content writing services for long blog posts).

Hence, I can make changes to my evergreen content and align it more with the contemporary ways of writing optimized content.

You should do the same. I can understand that revisiting existing content and then undertaking the task of rewriting it or updating it seems daunting, especially, when writing new content seems more exciting.

But believe me, improving your search engine rankings by updating your existing content is much easier compared to writing new content. It is also faster.

Create a list of all your web pages and blog posts and arrange the list vertically in an Excel sheet. In the next 2-3 columns, write the dates on which you are updating the links. This way, you will be able to track when you have updated these links.

Writing a new blog post or a new web page may take anywhere between 3-4 hours. You can audit and edit an existing blog post or web page in just half an hour.




How to analyze your content marketing performance in 2018?

Analyzing your content marketing performance in 2018

Analyzing your content marketing performance in 2018

As we are on the verge of entering 2019 it’s the right time to analyze how your content marketing effort performed in 2018. Were you able to meet your goals?

There must have been many hits and misses. You achieved some things, and some things were left less than satisfactory.

Evaluation can only be done if you have data to compare. If you want to know how your content marketing performed in 2018, then you need to know how it performed in 2017 so that you can make out if there was a difference.

Though, even if you don’t have the 2017 data about your content marketing campaigns, if there has been a marked improvement in your leads and sales because you did content marketing or you also started investing in content marketing along with traditional marketing, even then you can see if there was some noticeable improvement.

This Skyword blog post lays down some guidelines that you can use to analyze and audit your content marketing effort in 2018.

The blog post suggests that before you begin to analyze your content marketing performance, you need to know if you are measuring the correct metrics.

In the beginning of 2018, what did you have in your mind?

What did you want to improve?

Did you want to get more subscribers for your newsletter?

Did you want to raise your engagement levels on your social media profiles?

Did you want to educate your audience about the product or service you are offering?

Did you want to expand your brand presence? Did you want to improve your search engine rankings for particular search terms and keywords?

Do you observe improvements in these metrics?

Was there an increase in the number of subscribers in 2018?

Did your search engine rankings improve for your selected search terms and keywords?

If you don’t notice these improvements, what do you think was lacking?

It is very important to know what was lacking because unless you know that, you cannot know what you need to do in the coming year.

Read the blog post. Nothing much extraordinary, but it is good to revisit actions and things that you need to perform to get better results from your content marketing.

5 benefits of auditing your website content regularly


Surprisingly, very few businesses and individuals realize the overwhelming benefits of auditing website content regularly. A big reason is that content isn’t yet considered as a valuable asset. It simply exists because, well, every website needs some text, some images and in many cases, some videos.

Or, people get website content for better search engine rankings. They hire an SEO writer or a regular content writer, get content written for their chosen keywords and search terms, and then move on. End of the story.

They don’t realize that they need to audit their website content regularly. Just like they need to take care of other business assets like machines, software applications, computer hardware, stationery and even human resources, they need to take care of their website content. They need to make sure that it is up-to-date, relevant and topical.

What is content auditing and how to do it on your website?

What is content auditing and how to do it on your website

Content auditing means going through your existing content and streamlining it according to your content marketing needs.

You have been publishing a business blog for many years now, right? Even if not a blog, you must have created many webpages for your business website in order to describe your various products and services.

You have your homepage.

Then there is a company profile.

Even an FAQs section.

You may also have the testimonials page.

And maybe many more pages talking about various aspects of your business and the sort of projects you have undertaken.

The basic point is, there might be lots of existing content that needs to be revamped.

Content auditing means creating a list of things that you need to do in order to bring your existing content up to the mark.

Is content auditing needed for every website and blog?

It depends.

If you have always been careful about your content, then perhaps you don’t need content auditing.

The need arises when you have been creating content without paying much attention to exactly what you are trying to achieve, what sort of audience you are trying to target and what sort of results you are striving for.

If you take your content marketing seriously it doesn’t matter whether you have 5 pages, 50 pages or 500 pages, you need content auditing.

Unless you have audited your existing content, you cannot claim to be taking your content marketing seriously.

Is there a precondition to auditing your content?

Totally understanding your content marketing is a precondition to auditing your existing content.

For this purpose, documenting your content marketing strategy is of extreme importance because once you have started documenting your thoughts you know

  • What sort of audience you’re going to target
  • What sort of content you’re going to produce and distribute in order to target that particular audience
  • Which content distribution channels you’re going to use

Once you know what sort of content you need in order to make your content marketing effective you know what changes to carry out in your existing content.

What is the procedure of carrying out a basic content audit of your website?

What you need:

  1. Google Analytics
  2. A Spreadsheet Tool (Microsoft Excel, Google Docs or Zoho)

Although you can do content auditing on your website without using any tools, if you have got many pages and blog posts, using tools definitely helps and it also gives you a sense of things that need to be done.

You can begin with Google Analytics.

Of course, if I suggest Google Analytics I assume that you have been using its tracking script on your website for some time and there is sufficient data in your Google Analytics dashboard to give you a picture of what sort of traffic your website is getting.

What if you don’t use Google Analytics?

Install the script onto your website and let it gather some data for at least a month.

Assuming you have some data in your Google Analytics account, go to the website that you need to audit (in case you are tracking multiple websites from your account). On the left-hand side, you need to go to the following section:

This will give you a list of the page views of all the pages.

If your pages are arranged in descending order, you will be able to see which pages are getting the maximum traffic on your website.

These are the pages that you need to audit first.

In the “Page” column click the pop-up window link:

The page will open in a new window from where you can get the URL and then copy/paste the URL in the Excel sheet.

This way, one by one, you can transfer all the URLs to the Excel sheet. Mind you, if you have many URLs it may take lots of time so if possible, get someone else involved.

Once you have transferred all the URLs to your Excel sheet, you can start auditing them one by one. Again, it makes sense to audit the content of those pages that get the maximum page views.

Here are a few things you can change while auditing individual webpages and blog posts:

The web page title

Your web page title should preferably contain your primary keywords and it should be within the recommended length.

For example, the Yoast SEO plug-in suggests that your title should not contain more than 70 characters.

Remember that it is your web page title or your blog post title that people see appearing as a hyperlink on search engine result pages and even on social networking websites updates.

Make your web page title compelling enough.

The web page description

The description of your web page must be around 157 characters.

Try to include your main keywords in the beginning of the description but make your description, logically, is as descriptive as possible.

The body text

Is your body text over-optimized?

Is it under-optimized?

Is there too little text on the web page or blog post?

Can you include more links to other pages?

Can you create more sections?

Can you describe your products or services in a better manner?

Is your content badly written?

Are there typos, spelling mistakes in grammar mistakes?

The use of keywords

No matter what people say, the keywords still matter.

So keep your list of keywords nearby while auditing your content.

Make sure that your primary and secondary keywords are used in the body text strategically.

Create multiple sections under headings and subheadings and make sure that these headings and subheadings contain your keywords.

Create bulleted lists and make sure that these bulleted lists contain your keywords (at least a couple of times).

Use your keywords in the hyperlinks.

Make sure you don’t over-use your keywords.

The most important thing is readability and quality of your content.

Alt tags for your images

Alt tags are very important – to make your website and blog more accessible to people with visual impairments, and also to tell search engines what these images contain.

If you have omitted including alt tags with your images, now is the right time to go through all the images and add alt tags, while you are auditing your content.

Interlinking of webpages and blog posts

Interlinking means linking to webpages and blog posts that add more value and description to your existing web page or blog post.

Suppose I’m writing this about content auditing.

Above, I have mentioned that in order to audit your content, you also need to document it.

Recently I wrote a blog post documenting your content marketing strategy, which is a totally different topic.

So instead of explaining it again, I have simply hyperlinked to it.

It is not just good for usability, it also directs the search engine crawlers to this link in case this link hasn’t been crawled yet.

When the search engine crawlers crawl your links, they also crawl the links present on those links.

Auditing your existing content can be a lengthy process so be mentally prepared for it.

It is not something that you can do in a day or two.

If there are 100s of pages of content on your website or blog, you may need months to go through individual links and audit them.

You may also need to hire external help.

Go ahead, do it. Before you hire a content writer to write new content for you, it’s better to hire someone to audit your existing content first.

6 ways to audit your content

From time to time you should audit your existing content.

You don’t always have to write new content because after a while, it is difficult to come up with original and compelling content writing ideas.

I’m not saying that you altogether abandon the thought of publishing new and original topics, but you can make a mix of new content and existing content and keep on giving fresh content to Google.

Google doesn’t like stale content.

It can make out if you posted something a year ago and ever since then you haven’t updated it or refreshed it.

Auditing your existing content allows you to do that.

What does auditing mean?

Auditing doesn’t just mean updating your existing content (web pages and blog posts, and sometimes even videos and images, that you have already published).

It means individually going through different pieces of content and analysing them to find out whether they are still relevant or not or whether they’re solving the purpose for which they were originally created and published.

Auditing is an exercise that is carried out to find whether something complies with conditions or parameters for which that thing was created.

In terms of your existing content, you may want to find out

  1. Does it enjoy higher search engine rankings for relevant keywords?
  2. Was it fully optimized or is there still some scope for optimization?
  3. Does the content need to be rewritten because in its current state, it doesn’t read well?

… so on and so forth.

You may like to read Improve your SEO with content auditing that I published just a few weeks ago.

As I have mentioned in the above-linked post, while auditing I was trying to find out whether my web pages are search engine optimized or not, and if not, using the SEOPressor plug-in I have been trying to optimize them.

Along the way I have learnt something else and hence, changed my approach, but that’s another topic.

This Content Marketing Institute blog post suggests 6 questions that you should ask yourself to be able to audit your existing content meaningfully.

To be able to properly audit your existing content, the CMI blog post suggests that you should ask the following questions:

  1. Is the content still relevant?
  2. How many people visit the post?
  3. What engagement is the post receiving?
  4. How strong are the SEO indicators?
  5. Is the post converting?
  6. What content is missing?

Let’s quickly go through these questions and try to find some brief answers.

Is the content still relevant?

Your content grows old.

This is especially applicable to those blog posts and web pages that were relevant to the time during which they were created.

Remember there used to be a time when getting featured on the homepage of Digg used to be a big thing, to the extent of launching new businesses with just a single instance of getting featured?

Prolific Diggers were in big demand and sometimes they were paid heavily just to share links among themselves.

What about StumbleUpon?

Just as we have share buttons for Twitter, Instagram, LinkedIn and Facebook, we also used to have share buttons for Digg and StumbleUpon.

Now, these two services are almost gone. As websites they may exist, but very few people know about them or care about them.

So, if you have written a blog post on how to promote your content on social media and you have taken these content sharing platforms as one of your central points, you may want to revisit your blog post and make it more relevant by removing what is not used these days and adding what is used.

Maybe Instagram didn’t exist at that time but now it’s a big thing. So, you can replace StumbleUpon with Instagram and write something about it.

Similarly, if you think there are some issues that were relevant in 2008 but are not relevant now, you can rewrite those blog posts and web pages to make them relevant and then resubmit them to Google as fresh content.

How many people visit the post?

Google Analytics can tell you that.

GA, through appropriate filtering, can tell you how many visitors you are attracting from Google and other search engines and how many from social networking websites, or even directly from other websites and blogs.

For some web pages and blog posts, you don’t want the traffic to go down.

For example, Website Content Writing Services is one of my main web pages and I don’t want its traffic to go down no matter how old it becomes.

I should regularly audit this page and keep a tab on what type of traffic it is attracting and then make changes accordingly.

What engagement is the post receiving?

What is engagement vis-à-vis the relevance of your content?

The engagement level tells you how important or relevant people find your content.

Are they still sharing it?

During the past month, how many people have shared this particular piece of content, let’s say, on Facebook, LinkedIn or Twitter?

How many comments has it generated?

How many times has it been shared on various social media and social networking websites?

How much time are people spending on this blog post and what is its bounce rate?

Then, if this piece of content is found wanting, you can take appropriate steps to make improvements.

How strong are the SEO indicators?

As I mentioned in my own blog post on content auditing, I have been reviewing my individual web pages for SEO indicators or to find out how well they have been optimized.

The SEOPressor WordPress plug-in that I have installed on my website and my blog immediately tells me my SEO score.

The SEO indicators may include:

  1. The presence of your primary keywords and phrases in your blog post or web page title.
  2. The presence of your primary keywords and phrases in your blog post and web page description.
  3. The ALT text of your images.
  4. The number of images in the blog post.
  5. Keyword density (under-optimized or over-optimized).
  6. Content length (the more the merrier, preferably more than 1200 words).
  7. The readability score.

These indicators tell you how well you have optimized your existing content.

Is the post converting?

Different blog posts and different web pages may have different metrics for measuring conversion.

For example, the purpose of your blog post might not be increasing your sales.

It can be getting more subscriptions for your newsletter or encouraging more people to download your e-book or increase your social media engagement (how many people are sharing this blog post or web page).

Again, in Google Analytics you can set conversion goals and track the conversion rate of your individual blog posts and web pages and if you think that certain blog posts and web pages are not converting well, you can make changes as you deem fit.

What content is missing?

Sometimes you want to incorporate more keywords. For example, the SEOPressor WordPress plug-in allows you to optimize your content writing for three keywords or search phrases.

To accommodate extra keywords and phrases you may like to add more content.

Is auditing your existing content absolutely necessary?

If your content matters, if content marketing matters, then I must say, it is important.

Whether it is absolutely necessary or not depends on your ambition and your ability to take care of your content assets.

The more blog posts and web pages you have, the harder it is to audit repeatedly.

It is always better to have a dedicated content writer, or even a team of content writers who regularly audit your existing content.

If this is something you cannot afford right now, then there is a big chance you don’t even have those many blog posts and web pages.

It means your existing content can be audited within a week or two and you can hire someone for that period, or if you have time, you can audit yourself.

Why does a website audit seem like a daunting task?


We like new things. New things are full of possibilities. New things are free of judgments. This is why we continuously want to create and publish new content while totally disregarding existing content.

Another reason why a website audit may seem like a daunting task is that normally there are too many web pages and blog posts to audit.

If you have been publishing content, in whichever manner you have been publishing it, over a period of years, you must have published hundreds of them. As you publish more, their number increases.

So, the mere thought of revisiting all those web pages and blog posts that you have published over all these years seems daunting. You know that it may take weeks, even months, to audit all those web pages and blog posts.

Undoubtedly, the process can be tedious and time-consuming. But given the fact that it can tremendously improve your organic search engine rankings and on-site conversion rate, not auditing your website content is a big waste of the opportunity that is lying right in front of you. You need to take the plunge. The benefits overwhelmingly outweigh the effort involved.

How to kickstart your website content auditing plan?


First of all, you have to get hold of all the URLs present on your website. If you are using WordPress to manage your website or blog, you can use a plug-in that exports all the URLs onto a web page or into a comma separated file.

For a non-WordPress website, you can try the various URL crawling tools available on the Internet.

Then you can save these URLs into a spreadsheet.

In WordPress, there is also a plug-in that gives you a ready-made interface for content auditing but I prefer tracking your auditing progress in a spreadsheet because it is more flexible and you don’t have to install a dedicated plug-in for that.

Although you may have your own way of organizing data in your Excel sheet, I prefer that for every auditing exercise you create a separate worksheet in a single spreadsheet. For example, if you decide to start your content auditing in January 2018, you can have a “January 2018” worksheet.

In this worksheet you can have the following columns:

  • URL title (page title or blog post title)
  • Complete link
  • SEO keywords – keywords for which this particular link should be ranking high or is already ranking high
  • Conversion goal – why was this webpage or blog post created
  • Suggested changes – more content to be added, more optimization to be incorporated, old information to be updated, more or new images to be added, SEO tweaks to be done, and so on
  • Audit status – to be audited, being audited or audited, or whatever
  • Audit date – when the current audit is complete
  • Recheck date – decide the date on which you should check whether the changes that you have made are showing up or not. For example, whether this link is ranking for the right keywords or not or whether its conversion rate has improved or not

Having such a spreadsheet will allow you to track individual links, and also their progress.

If multiple employees or multiple content editors will be working on your content auditing project, you can also have another column titled “Assigned to” where you can put the names of people responsible for that particular link.

5 benefits of auditing your website content


Benefits are a great motivation. Unless you understand the true motive of a thorough website content audit, you won’t be able to carry it out in its true spirit.

Listed below are 5 benefits of auditing your website content:

1. Make your content up-to-date

Are you still giving examples of MySpace and Google Wave? Are you still suggesting your clients to blog using Blogger.com? Are you still giving examples from companies that no longer exist? Is one of your web pages still telling people that Obama is the President? Is your web page copy still making references to Blackberries?

Then it’s time to update your content. The world these days changes very fast. The information that you used a couple of years ago doesn’t matter. The business tools you referred to 5 years ago are no longer available or they have gone through monumental changes.

2. Resubmit to Google

When was it the last time Google crawled and indexed your important links? Although most of the search engine crawlers do this automatically, you are never sure when your website’s turn is going to come.

When you audit your website content and make changes you can manually resubmit your link through the Google search console. This shouldn’t be done without making changes because if you try to submit content that has already been indexed, Google begins to ignore your resubmission requests.

3. Optimize your content for targeted keywords

Perhaps originally when you were creating/writing your content you didn’t pay much attention to its optimization aspect. Maybe now you have gained more experience. Your new links are faring well. You can use that experience to optimize even the older links.

Or maybe you have over optimized.

The Google ranking algorithm has gone through many changes over the years and SEO practices that were legit 5-6 years ago can get your content penalized now.

Maybe you have, unintentionally, overused your keywords. Maybe you have done lots of interlinking. Maybe you have used some black hat SEO tactics to gain better search engine rankings – back then you didn’t know that those were black hat SEO tactics.

Recently when I was auditing my own website content I realized that on many web pages I had stuffed my content with keywords even without realizing it. A few changes, some inclusion of LSI keywords, and suddenly my rankings began to improve for the same keywords.

4. Improve the overall quality of your content

Maybe you hired an ill-trained content writer back then because of budgetary constraints. Or you didn’t have much time to pay enough attention to the quality of your content.

When you audit your website content – provided you have assigned enough time to it – you get the opportunity to improve the overall quality of your content.

You can take care of grammar and spelling mistakes. You can simplify over-complicated sentences. You can organize various bits of content under headings, sub-headings and bullet points. You can link to other web pages and blog posts that can provide additional information.

You can also update the images. Is there a scope that you can reduce the size of the images? Can you use better images? Did you forget to insert the ALT tag information the first time?

5. Get new content ideas out of existing content

Getting new content ideas on an ongoing basis can be a big problem. Around 60% of content marketers re-purpose existing content. According to statistics present on this Smart Insights blog post, 60% content marketers find it very difficult to publish engaging and good quality content on an ongoing basis.

You may also like to read 15 ways you never run out of blogging ideas.

So, these are the 5 basic benefits of auditing your website content on a regular basis.

How regular you want to be, depends on your content marketing strategy, your budget, and the resources that you can employ to audit your existing content.

Having said that, auditing doesn’t always mean you need to change every single web page or blog post. You can also quickly check whether a particular link needs to be updated or not and you can leave it as it is if it does not need any sort of update.