Technical Content Audit


Once you begin doing content marketing, eventually you will have a treasure trove of published content. However, what do you know is working? What could be fixed? You can only determine these things by performing a technical content audit.

This is the process of analyzing content and its inner components to determine if strategies are working and other key metrics are improving.

Follow these five steps to perform a technical audit of your existing content.
 
Retrieve all of your content data

The first step of performing a technical content audit is to download all of your content data. One of the best places to do so is via Google Analytics. If you aren’t already connected, sign up for a free account and connect your website.

Once your website has connected enough data, you can export it as spreadsheets via the export button.

You will want to export specific parts of Google Analytics beginning with the “All Pages” section on “Behaviour.”

Google Analytics

This will list your highest-traffic pages which we will be analyzing later.

Next, visit the “Acquisition” tab and download your “Channels” data. This lists the traffic sources contributing to your overall website traffic.

Google Analytics



That brings us to the next point.

Organize and analyze important metrics

One of the most important metrics to analyze during a technical audit is the bounce rate. This is the number of users who visit a page and leave without visiting any others. Keep

Keep in mind that the average bounce rate for a blog is 52-61%. It makes sense. Most people are going to visit a page, get what they need, and leave.


Organize and analyze important metrics


However, if you notice that your bounce rate is high or hasn’t changed, it could be a sign that you need to optimize individual pages.

Firstly audit the quality of the content. Does it solve the readers’ problems and answer their questions? Is it informative and full of resources?

The bounce rate can also be a result of a lack of internal links. Ensure that you are linking to other pages on your website.

Page speed is another culprit. Use caching and speed plugins to improve how fast your website is. You can run your website through Google’s PageSpeed Insights to determine what’s bottlenecking.
 
Google’s PageSpeed Insights

Next, the average time on page is another universal metric that you should audit. This is the average duration that visitors spend on your website. The more the better. But, let’s take the example of a news or weather website. Readers will read the content quickly and leave so a high bounce rate and low session duration makes sense.

Most blogs will want to increase average time on page as much as possible, however. Increase content length, quality, and use step-by-step instructions to do so.
 
Analyze the highest traffic pages

Pull up the page analysis report from Google Analytics. What are your highest-traffic pages starting from the top? 


Google Analytics

Find patterns in their topics, writing style, structure, etc. You can produce similar types of content to increase the amount of traffic your website generates in the future. Alternatively, hire a copywriter to do all of this for you.

Work backwards and determine what traffic sources are contributing to the visits. Is it social media and SEO for example? Then begin producing more content on social networks, building links, and optimizing for search engines.

This dat also gives you insight into what subjects readers are interested in learning about.
 
Determine your best keywords

SEO and content marketing go hand-in-hand. Optimizing content for search engines allows you to drive more traffic and increase search engine equity. In fact, 93% of all online experiences begin with a search engine.

Let’s find what keywords your business is ranking for. Use a keyword research tool like SEMrush. Enter your domain in the search bar.

SEMrush

Scroll down to the keywords section to see what your website is ranking for.

keywords section

This information should be used to determine if you are ranking for target keywords and which pages are driving the most organic traffic. Target similar keywords and continue building links to any pages that are lagging behind.
 
Measure the amount of conversions

Content needs to move the needle. Not simply sit on your website. Naturally, measuring conversions is an important step in performing a technical content audit.

If you are using Google Analytics, you can create a “Goal” which measures conversions like sales, newsletter signups, and more by visiting the admin panel.
 

Google Analytics

Follow the setup wizard to name the goal, set the details, and publish it.

Google Analytics


You will then be able to see goal completions of various reports found in Google Analytics. Use this to determine what pages are generating the most conversions and what is underperforming.

Conclusion

Content marketing is an ongoing effort. Auditing campaigns to make sure they are performing well is critical because of this. Otherwise, you don’t know what’s working and what isn’t.

Marketers can begin a technical content audit by first retrieving data from tools like Google Analytics. Analyze bounce rate, average time on page, and other important metrics. Improve user experience and page speed to better them.

Then, audit your highest-traffic pages. What topics do they cover? What format and structure do they use? This will give you insight into what content to produce in the future.

Use an SEO tool like SEMurhs or Ubersuggest to discover what keywords you are ranking for. Target similar keywords in future content to continue increasing organic traffic.

Lastly, check which pages are contributing the most to conversions on your website.

Use what you learned today to perform a thorough content audit. But don’t stop there. Add in your own steps, tools, and processes to tailor it to your business.