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Content Audits: how we use search intent to identify a goldmine of content opportunities
- 1. Content audits How we use search intent to identify a goldmine of content opportunities
- 2. Contents 1 Who am I? 2 What is a content audit? 3 Why is it important? 4 When should you do a content audit? 5 What does a Seeker content audit look like? 6 How is it different from the norm?
- 4. Paul Wilkinson: Background Works at Seeker Digital Job title Senior client manager Specialisms Content marketing, SEO, Commercials, relationship management, operations
- 5. Paul Wilkinson: Background Likes Search intent, ROI-based marketing, data, film, Spurs, the environment, carpentry, dogs Dislikes Wooly marketing jargon, black- hat SEO, selfishness Proud of Helping Seeker Digital more than triple in size in two years
- 6. 20 clients (and counting)
- 7. What is a content audit?
- 8. What is a content audit?
- 9. What is a content audit? VS
- 10. What is a content audit?
- 11. What is a content audit?
- 12. Why is a content audit important?
- 13. Why is a content audit important? Increase performance Causing damage
- 14. Why is a content audit important?
- 15. Why is a content audit important? Multiple stakeholders
- 16. When should you do a content audit?
- 17. First time When should you do a content audit? Migration New content hub
- 18. What does a Seeker content audit look like?
- 19. Seeker’s content audit Identify content purpose Understand your goals Prioritise by key metrics Create a bespoke audit 3 2 1 4
- 21. Seeker’s content audit Cost Prices start from £4,000 Tailored to the size of your site Discovery call You can book in a free discovery call to see if a content audit will benefit you Seeker seeker.digital 07939596172 paul@seeker.digital Free template Download our free content audit template from seeker.digital/content-audit
- 22. Thank you
Editor's Notes
- Writing degree Why did you do that? That seems pointless? Well, I clearly knew one day I’d be applying the creative thinking of writing for audiences to tell a story, to help identify search intent within SERPs and apply that to a content audit of course, silly! Commercial writing, death of print, emergence of digital, content marketing and SEO Onto the RAC to launch their content hub RAC Drive Two and a half years working on that where we managed to generate these results:
- Insert graph And of course content - including auditing then planning - played a huge part in that
- Then on to Seeker to help more clients where we have developed a templated approach (that can still be made bespoke based on the size and purpose of the website) to how we can help our clients with one of the fundamental parts of on-site SEO
- An audit of solely all of the content on your site
- In SEO of course we have full technical audits that will check everything on your site from missing meta descriptions, to crawlability, hreflang site speed and everything in between.
- A content audit, however, looks at all of the content (effectively all of the pages) on your site and evaluates how well they are performing to determine what more should be done to improve your content, or if some of it is even needed anymore at all. Typically auditing your content will result in a clear path of action against each URL to either: Improve its performance Or Stop it having a detrimental impact on your site Typical actions will look like the following: Optimise Re-optimise Redirect Link build No index N/A
- A lot of people refer to content audits as ‘pruning’ and I’d agree with this phrase. Just like a growing plant needs pruning to cut dead leaves that are holding back from growing A site needs pruning to remove the underperforming content that is restricting the site from improving and gaining either more traffic or revenue
- It’s important because you need to always make sure your content is working hard for your site Content is the most important part of your site, because ultimately that’s what people come to your site for (as it’s the most important element of your site (In Google’s eyes anyway (well, so they say))) you need to make sure your content is delivering genuine value and ultimately you need every content piece to have a purpose It’s also important because if your site has lots of low quality content on it then it could be damaging your site from an organic perspective Causing cannibalisation Wasting crawl budget Or simply damaging your site’s authority in Google’s eyes
- Over time most sites tend to amass huge quantities of content Meaning your valuable content or content with high-potential can become buried A content audit will help you separate the wheat from the chaff and identify how your underperforming content can be repurposed into something that actually performs better or removed to support your existing high-performing content
- I know first-hand from working in a larger corporate you will always be against many different stakeholders each with their own reasons and motives for wanting content on the site. The problem with this is every time I faced a request for content to be put on the site almost never was there any thought given to how this content would help/be useful to the user, it was often self-serving and meaning you’re not going to be able to actually generate any traffic to this content Which in turn makes Google perceive it as lower quality Viewing your site more poorly as a consequence And making it more difficult to rank for the high-value keywords you do care about. Our audits are encouraging webmasterfs to question the purpose of every piece of content before they publish it Top tip, before commissioning any piece of content to go on a site, always push back to that stakeholder and ask them - how are you going to traffic this content? They may have an idea, but more often than not they will push back to you as the content marketer/SEO and say that’s your job, isn’t it? While i can think of many other responses to this question, the most constructive is to then show them the marketing channels we have available to us to get people reading this content, then set the criteria needed to justify pushing a piece of content out using one of those channels, for the purposes of getting visits.
- This is an important consideration - really if you’re watching and asking this question I’d say the answer for you is right now! If you have never done a content audit on your site before do it now If you are considering a site migration (it’s a great excuse to prune your existing content and see what should be carried over to the new site) If you are merging content from multiple sources. So if you have recently made the decision to create a content hub or new blog section of your site that involves identifying existing content on your site and moving it over to a new subfolder/subdomain.
- An often overlooked step is identifying the purpose of the site, how is a content audit going to help the site perform better, rather than just make your SEO team look good So the first thing Seeker does is works with you to not only understand what your goals are and what purpose you want your content to serve and how is it conducive to your overall marketing/revenue/lead gen goals
- Then we tailor the audit to your sites needs An ecommerce content audit won’t be the same as one for a content hub, affiliate site or SAAS site, for instance. There are many existing audit templates accessible out there but audits are not one size fits all, so by using a template it might not actually be the best approach to take to your website. We then identify the priority content within your audit So rather than saying your site is this big therefore it needs this much time to audit, we will look at it pragmatically to see where you’re going to see the biggest improvements, rather than just reviewing every URL for the sake of it. Once we have done the initial sweep of URLs to identify their priority orders we can then break that down to tackle the priority 1s first