Analyzing the content on your website is a necessity and something you should do from time to time. If you want to effectively compete with other websites and have a high online visibility, you must take care of the quality of the content you publish on your site. Learn how to do this with the help of various tools available on the internet.

What is content audit?

Content analysis is meant to help you identify what is valuable on your site and what needs further development, as well as what is not well-received and should be changed or removed. Through such actions, your website will be better perceived and better rated, which will translate into increased interest and provide you with the opportunity to achieve your goals – informational, sales-related, or any other goals you have in mind.

Why is content analysis so important?

Checking and assessing the quality of your content allows you to draw conclusions about further actions and the overall strategy of managing your site. Each identified weakness or lack of something significant allows you to quickly increase the visibility of your site. It will also catch things that are unnecessary or redundant on the site. All of this affects how your site is perceived, and most people who have conducted or commissioned such audits have noticed an increase in traffic or search engine rankings after implementing the recommended improvements.

Content analysis – step by step

Like any complex task, content analysis should follow a certain pattern.

  1. The first step is to determine your goals and measurement methods. Your goals include finding weak content that needs to be changed or removed, optimizing texts for SEO, increasing the number of links leading to your content – this will be easier to do when your content is very valuable. You can use indicators such as the number of comments, time spent on subpages, whether a page was scrolled, conversion rate (if there is a Call to Action element on the page).
  2. Choose the content for analysis. Gather all the content you present to your website visitors – this can be posts, articles, product descriptions, videos, downloadable PDFs, or text on landing pages. Decide which ones you will analyze – ideally, all of them, although with a large volume, it’s best to start with different types of content.
  3. Collect and analyze data. Now you can start various content analyses. It’s easiest to do this with tools specifically designed for this purpose. These can include Senuto, Semrush, Ahrefs, Google Search Console, Backling Analytics, ImpactHero, SERP Gap Analyzer, On-Page SEO Checker, and many others. Using these tools, you will discover which texts generate the most traffic, which ones have the highest conversion, and where conversion is weak despite high interest – perhaps the Call to Action (link, button) is too weak or not visible enough. It’s also essential to identify places with outdated data that can be easily updated.
  4. Create an action plan. For each piece of content, decide whether to refresh it, strengthen the Call to Action or search quality, or simply remove it as it is no longer useful. Remember to leave redirects in place for deleted subpages so that visitors do not receive errors when using old links to them. Make a list of places where you need to improve metadata in the plan. Also, consider creating new content or adding images to existing ones. Don’t forget to include internal links to newly published content.
  5. Adjust your entire content marketing strategy. Also, rethink your long-term content marketing strategy. Shift the content focus towards what performs well and try to emulate what delivers the best results.

How often should you conduct content analysis on your pages?

You should perform content evaluation regularly. What does that specifically mean? It depends on the size of your business and how often you add new content. As a rule, it should not be less than once a year. The more dynamically you operate and add a lot of content, the more often you should check its quality. In most cases, performing a content audit twice a year should be sufficient to ensure the appropriate quality of the texts on your site.

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