This document discusses how to conduct a content audit. It recommends exploring an entire website to learn about the quality and relevance of its content. The audit involves taking an inventory of all content using tools like Excel or a crawler, then performing a quality check against criteria like structure, accessibility, consistency and relevance. The audit reveals the status quo of the content, identifying percentages that need to be deleted, revised or are okay. Conducting regular audits helps ensure high quality, relevant content aligned with user needs and business goals.

1. @irenemichl
Content Audit –
meet the beast
@irenemichl

2. @irenemichl
Hello!Irene Michl
Content Queen Irene
@irenemichl #wcvie
Content Strategy | Training | Coaching | Author
0676/339 12 38 | irene.michl@irenemichl.at | www.irenemichl.at

3. @irenemichl
What is a
content audit?

4. @irenemichl
ADVENTURE
@irenemichl

5. @irenemichl
A Content Audit
is exploring
You will...
# meet the website in its entirety
# learn about the content quality
# learn about content relevance to
# develop strategies how to handle the beast

6. @irenemichl
ADVENTUREBEAST
@irenemichl

7. @irenemichl
You need a
plan
# Why are you doing an audit?
# What do you like to know?

8. @irenemichl
You need a
plan
# Why are you doing an audit?
Migration to new website
# What do you like to know?
What is the status quo?
What and how much do we want to migrate?
What do we have to fix first?

9. @irenemichl
ADVENTUREBEASTSHINY
NEW
WEBSITE
@irenemichl

10. @irenemichl
Content
Relevance

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Content
Relevance user
needs
brand
message
business
goals
relevant
content
Ⓒ Irene Michl

12. @irenemichl
Step #1
Inventory
Barnimages
@irenemichl

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# Excel
# Crawler like Screaming Frog
# web analytics
Inventory
tools

14. @irenemichl
29,000 PDF (but 970 Web pages)
Sessions
2017
Home
page 387387
about us /
section 1 9
about us /
section 1
/
section 1.1. 3
about us /
section 1
/
section 1.2 1
about us /
section 1
/
section 1.3 0
about
us
/
section
1
/
section
1.4 1
about
us
/
section
1
/
section
1.5 1
Status
quo
Page
Titles
All 2916 100.00% 2916
Missing 0 0.00% 2916
Duplicate 2639 90.50% 2916
H1
All 2916 100.00% 2916
Missing 14 0.48% 2916
Duplicate 2086 71.54% 2916
@irenemichl

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Step #2
quality check
@irenemichl

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Content
Relevance user
needs
brand
message
business
goals
persona(s)
& journey
consistency
voice & tone
visual
set priorities
Ⓒ Irene Michl

17. @irenemichl
# structure
# accessibility
# spelling, grammar,...
# SEO requirements
# consistency
# ...
# define criteria and a scale 1 to 3
# define representative sections for large web sites
Content
Quality
start holistic
and be agile

18. @irenemichl
# ROT: Redundant, Outdated, Trivial
# Current, Relevant, Appropriate
# WordPress Plugin „Content Audit“ by Stephanie Leary
Get an
overview

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Status
quo
@irenemichl
9%
62%
29%
2900 pages
delete revise okay

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# know your user‘s needs(!), your business goals and brand message
# get an holistic view and be agile
# define the audit goals
# define quality criteria
# show the issues to your stakeholder to get resources „show don‘t tell“
# get the status quo to calculate the project
# find time and resources to do an audit – you will save time and resources
during the project and get a realistic time frame
Run an audit at least once a year to keep up the quality!
Take
aways
@irenemichl

21. @irenemichl
Thanks!Any questions?
Irene Michl
Content Queen Irene
@irenemichl #wcvie
www.irenemichl.at