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How do you define the scope and goals of your web content audit?

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A web content audit is a systematic review of the content on your website, its quality, performance, and relevance to your audience and business goals. It can help you identify gaps, strengths, weaknesses, and opportunities to improve your content strategy and user experience. But before you dive into the details of your web content audit, you need to define the scope and goals of your project. Here are some steps to help you do that.

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Laura Hoot

Seasoned, Results-Driven SEO/SEM Expert
Anselm Bonies

Kreativ in Farbe, Form und Gestaltung - Creativo nei colori, nella forma e nel design - Créatif en couleur, forme et…
Maysarah Matar

CX & Design Ops.

1 Determine the purpose of your audit

Conducting a web content audit can help answer key questions and solve problems. Depending on the purpose, different aspects of content may be evaluated, such as a comprehensive list of all the content on your website, including metadata, URLs, formats, and types. Additionally, content quality can be assessed in terms of accuracy, clarity, readability, tone, and style. Moreover, content performance can be analyzed in terms of traffic, engagement, conversion, retention and SEO metrics. Finally, content governance should be reviewed for roles, responsibilities, processes and standards for creating, managing and updating content. This should include assessing the tools and platforms used.

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Laura Hoot

Seasoned, Results-Driven SEO/SEM Expert
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In 2023, content is still king, but not all kings are effective. In my experience, companies can sometimes get distracted by shiny, new keywords, even if those keywords aren't super relevant! For example, a men's shoe company might enjoy ranking alongside bigwig fashion blogs for the search "Men's Fashion." But ranking #1 for a longer-tail, more relevant search, like "Top Men's Running Shoes for Treadmills," may be more worthwhile. Longer-tail search terms are easier to rank for from the outset, and can be expanded over time. The best part is they immediately pay off, as they can generate direct revenue and create a loyal customer base. So, yes, content is still king. Just make sure to rule wisely.

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Anselm Bonies

Kreativ in Farbe, Form und Gestaltung - Creativo nei colori, nella forma e nel design - Créatif en couleur, forme et design - ?????? ????, ???? ?????? - Creative in color, shape, and design!
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Ein Audit kann Ihnen Antworten auf wichtige Fragen geben. Zum Beispiel: Welche Inhalte sind auf meiner Website? Sind sie korrekt und klar? Wie gut funktioniert meine Website in Bezug auf Besucherzahlen und Interaktionen? Ein Audit hilft, diese Fragen zu kl?ren. W?hrend des Audits k?nnen viele Dinge bewertet werden. Dazu geh?ren nicht nur die Texte und Bilder, sondern auch technische Details wie URLs und Dateiformate. Sie prüfen auch die Qualit?t der Inhalte: Sind sie genau und leicht verst?ndlich? Passt der Ton und Stil? Content Governance ist wie die Regelbuch für Ihre Inhalte. Sie legt fest, wer für welche Aufgaben verantwortlich ist und wie die Prozesse für die Erstellung und Aktualisierung von Inhalten ablaufen.

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Marette Flora

Content Manager
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A content audit's purpose is to identify gaps in content, evaluate your content marketing strategy's effectiveness and obtain the data you need to make improvements. Assess whether all elements, from pages to videos, are relevant and effective. Also look at performance in terms of engagement, conversions and SEO.

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Sara Jensen

I demystify marketing for small business owners
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A website audit can help you figure out why you aren't making desired progress toward business goals. During the process, you should also be able to: - Identify gaps preventing conversions and harming the user experience - Diagnose issues that are holding back SEO - Prioritize future marketing efforts Lots more on this topic here: https://brightermessaging.com/when-and-why-do-i-need-a-website-audit/

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2 Define the scope of your audit

When auditing your website, it is important to consider the size and complexity of the website, as you may not be able to audit all of your content at once. You should prioritize certain sections, pages, or types of content based on your purpose, resources, and timeline. For example, you may want to focus on your homepage and landing pages first as they are the most important entry points for visitors. Additionally, you should audit core service or product pages as they are most relevant to your business goals and value proposition. Additionally, blog or resource pages should be audited as they are likely to attract organic traffic and generate leads. Lastly, it is essential to audit outdated or underperforming pages as they may need to be updated, optimized, or removed.

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Maysarah Matar

CX & Design Ops.
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in addition to the traditional audit steps, what I found helpful when I worked on site-wide audits with content teams, is visualizing the structure of the site, and linking it to top-line analytics. This will participate in the prioritization, and also helps to understand the flow users go through, especially for big corporate's product/service-led sites.

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Anselm Bonies

Kreativ in Farbe, Form und Gestaltung - Creativo nei colori, nella forma e nel design - Créatif en couleur, forme et design - ?????? ????, ???? ?????? - Creative in color, shape, and design!
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Wenn Ihre Website gr??er und komplexer ist, wird das Audit mehr Zeit in Anspruch nehmen. Ihre Website kann entweder umfangreich und vielf?ltig oder klein und übersichtlich sein. Dies sollten Sie berücksichtigen, da es unm?glich ist, alles auf einmal zu überprüfen. Es ist ratsam, die Teile Ihrer Website zu priorisieren, die von gr??ter Bedeutung sind. Normalerweise sind dies die Homepage und die Landing Pages, da sie oft die ersten Anlaufstellen für Besucher sind und daher zuerst geprüft werden sollten. Blog- oder Ressourcenseiten k?nnen auch wichtig sein, da sie m?glicherweise organischen Traffic generieren. Achten Sie darauf, dass die wichtigsten Informationen auf diesen Seiten korrekt und ansprechend pr?sentiert werden.

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3 Set the goals and criteria of your audit

When carrying out a web content audit, it is important to set clear and realistic goals and criteria for success. These may include identifying and removing duplicate, outdated or low-quality content; updating and optimizing existing content to improve quality, performance and relevance; creating content to address the needs of your audience; and establishing content governance guidelines and best practices. Measuring the success and impact of your audit will help you evaluate the effectiveness of your efforts.

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Kentaro Kato

Manager, Ads marketing - Japan | ex-LinkedIn, ex-Hakuhodo | integrated marketing | global talent | B2C | B2B | public speaker
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The important thing is to go back to what the purpose of this content was. Thinking in terms of the marketing funnel. Which funnel within the top funnel, middle funnel, or bottom funnel was the content intended to function in? This will allow you to measure your results and verify whether or not you need to Audit. Top funnel content is important to ensure that the brand was able to remain in the audience's memory; Metrics can be a survey result about the brand. In the middle funnel, metrics would be the deepening of the relationship with the audience, with a focus on engagement. In the bottom funnel, the metrics will be the final action, lead acquisition and its efficiency.

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4 Plan and prepare your audit

Careful planning and preparation is essential for a successful web content audit. You need to select the right tool or template for collecting, organizing, and analyzing your content data. It could be a spreadsheet, a web crawler, a CMS, or specialized software. Assign roles and responsibilities to team members such as auditors, editors, writers, designers, developers, marketers and stakeholders. Additionally, set a realistic timeline and budget for your audit that takes into account the scope, goals and criteria of your project. A web content audit is an invaluable step for improving your content strategy and user experience. By defining the scope and goals of your audit you can ensure it is focused, effective and aligned with your business objectives.

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Anselm Bonies

Kreativ in Farbe, Form und Gestaltung - Creativo nei colori, nella forma e nel design - Créatif en couleur, forme et design - ?????? ????, ???? ?????? - Creative in color, shape, and design!
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Definieren Sie klare Kriterien, um den Erfolg Ihres Audits zu messen. Wenn Ihr Ziel ist, minderwertige Inhalte zu entfernen, k?nnten Ihre Kriterien die Anzahl der entfernten Seiten oder die Verbesserung der Website-Leistung sein. Wenn Sie die Qualit?t Ihrer Inhalte verbessern m?chten, k?nnten Sie Kriterien wie die Lesbarkeit oder die Relevanz der Texte festlegen. Die Festlegung solcher Kriterien hilft Ihnen, den Fortschritt und den Erfolg Ihres Audits zu beurteilen. Nach Abschluss des Audits ist es wichtig, den Erfolg zu messen. Verwenden Sie die zuvor festgelegten Kriterien, um festzustellen, ob Ihre Ziele erreicht wurden. Wenn Sie doppelte Inhalte entfernen wollten, z?hlen Sie die tats?chlich entfernten Seiten.

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How do you define the scope and goals of your web content audit?

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1 Determine the purpose of your audit

2 Define the scope of your audit

3 Set the goals and criteria of your audit

4 Plan and prepare your audit

Content Strategy

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How do you define the scope and goals of your web content audit?

1

2

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4

1 Determine the purpose of your audit

2 Define the scope of your audit

3 Set the goals and criteria of your audit

4 Plan and prepare your audit

Content Strategy

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