8 Reasons Why You Need a Content Audit for Your Website

Having a content audit carried out on your website is absolutely paramount when it comes to performing well in Google and setting your website apart from your competitors’. But there are certain instances where a content audit is needed. In this article, we’ll be discussing what a content audit is, when you need one and why it’s so beneficial to the performance of your site. With that in mind, let’s delve deeper into content audits and everything you need to know about them. 

What is a content audit? 

A content audit is an evaluation of the content on your website that is both qualitative and quantitative in nature. Not only does it look at the site from an aesthetic perspective and how the website looks from the point of view of the reader or user. It also analyses where the content could be going wrong in terms of SEO issues and other more technical aspects of the website that could be hammering the performance of your site in the search engine results pages (SERPs). 

A content audit is carried out by a trained professional in the field, such as content writers and creators, content marketers and copywriters. Those experts can be found within the digital marketing industry, such as Kumo. For meticulous and effective reports and results, it’s imperative that you enlist the help of a professional to carry one out for you. But why would you need a content audit and when? Let’s take a closer look:

When is a content audit needed?

You might be wondering when a content audit on your website is actually needed. It can be a difficult thing to determine, especially if you don’t have access to all of the facts and data that your website is displaying behind the scenes. A lot of the time, your digital marketing agency will be able to tell you when you’re due a content audit. 

However, if you’ve never had one before or if you don’t have the help of a digital marketing agency, it can be even more challenging to determine when a content audit is needed. So what are some of the signs that your website needs to undergo a content audit? Let’s take a closer look:

• Organic traffic is down – this is something that will be more evident if you have access to things like Google Analytics, which is something a digital marketing agency will be able to help you with
• The displayed content is out of date – take a look at your own content and decide if it needs an update. If the information is out of date or incorrect as time has moved on, it’s time to have a content audit carried out
• You’ve run out of content ideas – content ideas can be difficult to generate, especially if it’s not something that you have experience in or if creativity isn’t your bag. A content audit will include the generation of new ideas, if you have a blog page
• You’re adding a new product or service to the site – if you’re launching something new, whether it be a product or service, it would be a waste of a resource not to advertise it on your website. If you’re looking to launch something new, then see what the results of your content audit throws back and take the advice of a content marketing expert
• You’re going through a site migration – if you’re migrating sites, then it’s the perfect opportunity to have a content audit carried out – fresh content for a new site is a great place to start 
• Your competitors are seemingly out-ranking you – if your competitors are seemingly doing more business than you, or if their socials are getting more interactions and engagement than you are, then it could be time for a refresh. Undergo a content audit to find out what you can do to keep up with the competition
• You want to establish a new tone of voice – this is especially the case if you’re migrating sites or are wanting to establish a new brand. With a new brand comes a new tone of voice, and that’s possible with a content audit

8 reasons why you need a content audit for your website

There are several reasons as to why a content audit on your website would be beneficial in terms of increasing traffic, leads, conversions and sales. From identifying issues in the content right through to re-evaluating the information structure and the overall look and readability of your site, here are eight reasons why you need to undergo a content audit for your website today, from the experts here at Kumo:

1. It identifies problems with the content – problems with content could be things like: out of date information, incorrect facts and statistics, grammar or spelling mistakes, etc. It could be a variety of different things, but a content audit will be able to pull up those issues so that a plan can be put in place to rectify the problems
2. It can highlight areas for content repurposing – content might become outdated or simply isn’t relevant anymore. However, a content audit will be able to look at information that can be made valuable once again, therefore not wasting any content that has been written already
3. It finds content gaps – content audits will highlight areas of your website that are light on information or that are lacking in word count. Long-form content is imperative when it comes to successful SEO, and a content audit will be able to tell you where the content is a little light on the ground
4. It evaluates content quality – content quality is essential if you’re looking to increase visibility in the search engine results page (SERPs). It will be seen as more valuable, therefore making it more likely that you’ll appear in the top spots in the SERPs
5. It improves information structure – this ensures the content itself is fully-available and understandable by the reader. It makes content easier to find by the search engines. A content audit will involve analysing data that is both pertinent and relevant
6. It helps with SEO – SEO is the very thing that increases website visibility, so by updating your content and making sure everything is up to date and accurate, it will be looked at by Google algorithms as a valuable piece of content, therefore making it more likely your website will be found online, over your competitors’
7. It enhances organic search visibility – organic searches are something that many website aspire to achieve as it ensures greater and more genuine visibility, traffic, leads and, ultimately, sales
8. It allows for stronger content – a content audit check will identify weaknesses in your copy, therefore increasing page views and reducing bounce rates in the process

Who can perform a content audit for you?

A content audit is best done by someone who is in-the-know. Those people include content marketers, content creators and copywriters. They have the knowledge, tools and expertise needed to be able to carry out a meticulous, extensive content audit on your website. In addition, their training will also allow them to best advise you on the changes that need to be made. 

As well as this, when you hire a digital marketing agency, such as us here at Kumo, to do a content audit for you, they’ll be able to implement the changes needed to get your website off of the ground once again. For example, if it’s advised that you need to repurpose content, a copywriter will be able to do this on your behalf, leaving you with as much time as possible to focus on your business and other elements that require your attention. 

Choose Kumo if you’re looking for a quality content audit of your website, especially if you’re noting a dip in traffic, leads and even sales. We’ll be able to propel your business back into the spotlight, setting you apart from your competitors in the process. 

If you would like further information about how we can help you today when it comes to content audits for your website, then get in touch with a member of our friendly, professional team – we’re also able to offer SEO, PPC, content writing and website design services, to name just a few digital marketing services we’re able to offer.