Just the very word ‘audit’ can sound intimidating and somewhat dry, as it brings visions of time-consuming spreadsheets, accounting and analysis. But a website content audit is something entirely different and can make the world of difference to your site and its effectiveness. A content audit can identify what’s working well and what isn’t so that you can make the changes needed to ensure that it’s getting the right kind of traffic.
Performing a website content audit
A list of DIY content audits is readily available to choose from at the click of a Google search, from digital agency sites like https://www.quicksprout.com/2014/04/24/how-to-conduct-a-content-audit-on-your-site/.
These range from getting a lean, at-a-glance overview of how effective your website is, to a full-blown, in-depth, comprehensive analysis. For example, running a report on Google Analytics and running a report on the most visited pages of your site, and asking yourself some pertinent questions, will give you a broad idea very quickly. Questions such as whether the pages you want to be visited most are where you expect them to be in the report, and whether people are taking actions on those pages? Likewise, are there any pages languishing at the least visited end of the report, which need to be improved upon? Are there any pages that you can remove?
A more in-depth report will look at a quantitative inventory of all your content, and a qualitative audit to measure up against a set of criteria to identify gaps and areas for improvement. Examples of quantitative content would be number of pages, sections, page type, owner, location and functionality, together with types of media employed and how popular the page is overall. It may also include meta description, page titles, header tags, broken links, and more. A qualitative audit would cover such areas like page description, key message, accuracy and relevance and conversions to user action.
The details of a full blown content audit can take hours, and it can seem daunting to the uninitiated. If you’re looking for a professional web development company in London to take the strain, organisations like Redsnapper have years of experience in web development.
As well as developing and delivering sites, a professional developer will know exactly where content can be tightened and tweaked as time goes on to keep your website relevant.