Content auditing is a process of evaluating a website's existing content and finding content that can be removed, redirected, or improved.
Why is content moderation important?
Like an SEO website audit , a content audit can help you boost your content marketing by:
Help find underperforming content
Apply lessons learned to future content
How to conduct content moderation?
Step 1: Remove or redirect low-performing pages
The first step is to identify the weakness in your website and get rid of it.
In fact, it is to find those pages with 0 traffic and 0 sales.
Why start here?
If you already publish a lot of content on your website, you will find that there is a lot to sift through.
When you get rid of the spam, you can focus on the things worth improving.
Open Google Analytics ' Landing Pages report:
Landing Page in Google Analytics Navigation Bar
By ordering pages by session incrementing:
Google Analytics Landing Page Session
Now you may have found some very strange pages in this report:
Google Analytics Landing Page Total Weird Page
Browsing through this list, you may find some content that brings very little traffic to your site.
Once you find this type of content, you need to:
remove content completely
Blend with other content
Similar pages in websites that 301 redirect pages
Consolidate multiple pieces of content into one large article
How to choose will depend on the content.
For example, if you wrote a blog post about a news event five years ago, it might be best to just delete it.
But if you have an article email list that is ok overall, just a little thin, then you may need to combine it with other content.
Step 2: Evaluate content based on traffic
Now that you've removed, consolidated, or redirected your underperforming content, it's time to deal with the rest.
Specifically, you need to evaluate your content based on an objective metric:
I've seen some articles on content moderation that are overly complicated. For example , a large number of indicators such as social sharing, bounce rate , comments, backlinks (links), etc. are sorted out in an excel sheet to review the content. It's a rhythm that drives people crazy.
Of course, looking at just one indicator has its downsides.
But if you measure content performance with more than ten metrics, you may end up being unable to define "good" or "bad."
Exxon Digital Marketing recommends evaluating the effectiveness of content based solely on the traffic it brings.
Traffic is an objective data that can reflect whether a content is effective.
If your content audit is focused on SEO, then there is another metric you need to focus on…
Step 3: Check Backlinks
Most of your content should be aimed at increasing targeted traffic to your website .
You may already be publishing some content for backlink building. (aka: link bait )
That way you don't evaluate content based solely on the traffic it brings. You also need to look at the number of backlinks the content generates for your website.
Step 4: Improve and Republish
Once you find substandard content, it's time to improve it.
This is the most time-consuming process. But also the most important. If you can't make the content better, there's no need to do a content moderation.
There are many ways to make your content better.
Here are a few methods that work well and work for the vast majority of content types:
#Add visual elements: If your content is entirely textual, consider adding some visual content to your content, such as graphs, tables, and infographics.
#Update everything: find and replace disconnects. Replace with pictures. The content itself is updated to reflect changes in the industry.