We’ll be the first to admit that conducting a content audit of your business blog isn’t the most exciting work to do. We know because we’re doing it right now on the Keyhole Marketing website.
A content audit requires you to go back into your blog archives and optimize the blog posts you’ve already written. It involves an analysis and assessment of your existing content in order to uncover your strengths and weakness so that you can constantly be meeting your marketing goals.
Once you publish a blog post, that should not be the last time you ever look at it. Revisiting and updating your content is important so you can stay relevant with keywords, search terms, and any missed opportunities you find to optimize your content to its fullest capacity. We found a ton of great content simply sitting in the archives of the Keyhole blog, that with some TLC could be made even better.
To get started, we first looked at our business blog posts to see how good or bad we were doing with every piece of content that already existed.
We recommend using tools to extract the data you’re looking for in an efficient manner. We conducted a deep dive into Google Analytics and Google Search Console to see how existing blogs have performed so far. You could also use the SEMrush Content Audit tool that provides social media data, metadata, keywords, backlinks, content length and more.
We collected Google Analytics data for the following metrics:
It’s important to use data to get a big picture overview in order to understand the current state of your content. Your posts could be receiving high traffic and also a high bounce rate — meaning users are interested in the blog topic but the post don’t provide enough value right off the bat. Additionally, content that focuses on awareness may generate more traffic and less conversion, while content that focuses on conversion may see less traffic but generate more leads.
Ultimately, these numbers should reflect your content marketing goals, and anything that doesn’t match up is an opportunity for you to enhance.
We then extracted all of the information we had inserted into the Yoast SEO WordPress plugin into a spreadsheet, including:
Next, we identified the blog posts with the highest SEO potential to rank high in search results in order to start understanding what content to update or remove from our website.
Next, we used the WP All Export WordPress plugin to extract the following content included in all published blogs:
We imported this information into our master spreadsheet to better understand what is and isn’t working, and where we can make improvements.
Finally, we extracted the Alt Text information we had inserted for all blog graphics—both featured and in-blog images.
After collecting all of this data on your blog posts, it’s time to assess your content and determine how you can improve it. After updating some of our content marketing goals, here are some ways we are enhancing our content:
We used SEMRush to search for the best focused keyword and incorporated it into the Yoast SEO Plugin. Then, we edited the following sections to reflect the new keyword.
Finally, we cut down the list of “Categories and Tags” to the essentials, incorporating high volume search terms only.
Here are some actionable tips we followed for optimizing business blog content:
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We strongly suggest performing a content audit before moving forward with your long-term marketing strategy. What has worked for you in the past may not work in the future. Making continuous adjustments is necessary to staying relevant with Google and your audience.