When Is The Right Time To Do A Content Audit For SEO?

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Today’s Ask An SEO concern comes from Nick, who asks:

“What time period is most beneficial for a content audit? My traffic modifications based on Google Algorithm updates and there is likewise some seasonality. Should I utilize one year of performance data to affect my method or would it be much better to use smaller sized pieces of information?”

Terrific question, Nick!

There is no right or incorrect response for when to do a content audit, as each site is special, however there are signals it is time to do a material review.

And an annual performance audit doesn’t injured either.

One thing to be cautious of is altering things even if you got a temporary ding, a C-suite executive panics due to the fact that of seasonality, or there are fluctuations throughout an online search engine update.

Lot of times, when online search engine like Google upgrade, they do a rollback, and great content and pages will come back.

Don’t rely on updates as an indication it’s time to audit your content specifically.

Instead, use these:

  • If traffic has actually plateaued and great pages that ought to be ranking are not. (After tech and structure problems have actually been resolved)
  • Content that was always in the leading positions has actually slipped or begun to slip, and your material amounts to the pages replacing you.
  • When the busy season is six to 7 months away, and you do not have your rankings.
  • Annual examinations by category, and page.

Plateaued Traffic

When traffic plateaus, however you have actually been including content routinely for a while, it is an excellent idea to take a step back and look at the material you’re releasing.

If you’re not getting new traffic, do you currently have a page getting the same kind of traffic from SEO?

If yes, modification topics and find new things that can generate your audience while remaining pertinent to your core items, services, and offerings.

You do not want to cannibalize the page or pages that are working. However do not just look at SEO traffic and keep writing about the same topic– look at your user base and audience.

Have people on social media stopped sharing and clicking through to your pages?

When this happens, you’re likely publishing subjects that are not interesting to your user base, or you have actually overdone it on those topics, and they’re tired of the very same thing.

Look at other kinds of content that satisfy the requirements of the very same user base.

I.e., if your target is single papas with more youthful children and you sell books, think about other “single dad problems.” It might be hairstyling, planning birthday parties, searching for clothing, presenting your daughter to your brand-new loved one, etc.

Each of these subjects will have matching books that can cross-sell your content and provide services for your audience’s needs. And the topics permit you to work with influencers in your specific niche and develop cross-promotional marketing projects with complementary business.

This, in turn, builds exposure and can cause natural backlinks.

It’s a big win and can assist get your traffic growing once again for a pertinent audience while feeding other channels and assisting your business grow across the board.

You, as an SEO pro or copywriter, end up being the hero and can earn a seat at the marketing preparation table.

Pages And Categories That Are Slipping

If you notice pages or categories on your website are slipping, this is a good time to examine them.

But do not simply start pulling, pruning, and rewriting. First, look at:

  • What has changed you in the search results page?
  • Which topics do they cover that you don’t? Consider how you can naturally integrate them into your own material if they matter.
  • How many backlinks and internal links do they have if their page is getting “genuine” media protection? Why are they getting it and you are not? When do they prioritize their content? Are they giving it a boost with additional signals through internal links (particularly from pages with quality backlinks)?
  • Do you have proper schema and website structure, and are your pages loading quickly and offering solutions?
  • Has anybody released comparable material within your website that could be competing? Use an SEO tool to group a keyword cluster, and after that seek to see if numerous pages on your website are all appearing for these. If you have competing pages, you might wish to integrate some, erase some, or reword some of them to be more clear about the advantages to the visitor.

Around Six Months Out Of Seasonal Traffic

When you’re about six months from your busy season, check to see if you’re presently appearing for your most important terms.

If you’re not, do the very same exercise as above, and begin looking at how you can enhance your copy.

I start around 8 months ahead of time, but that’s since I like to do more screening than is needed– six months suffices time so you can get to material and code freeze three or 4 months prior to your busy season begins.

Pro-tip: Do not divided test natural traffic and pages.

This goes wrong in lots of methods. Instead, develop a strategy, test copy, and phrasing for conversions through PPC, and then present the very best experience with time to watch how it indexes and ranks.

Yearly Assessments

It is always an excellent concept to do an annual examination.

You likely understand what your best-performing copy is, but perhaps the category of your site isn’t getting direct exposure. This is easy to find in most analytics plans.

Sort by SEO traffic, then display by classification folder (collections if you remain in Shopify), and you’ll see how the categories are performing.

From there you can customize the site structure, develop internal links, and search for missing locations.

You can likewise more quickly identify if copy and H tags are dealing with classifications, and find categories that got skipped over.

Another huge discover in this exercise is when posts that utilized to carry out well fell, but others took their location. You can see this with a time comparison, and after that renovate the pages that fell if required.

When you find that traffic is steady since one post took over as an acquisition from another, you now have a chance to double your traffic.

Deal with getting the pages that fell back and keep the current one. Repairing older pages can often be more reliable than developing new ones, and it is simpler so you can conserve time.

There is nobody size fits all for when to do a material SEO audit, however these are four good times to do one.

I hope this helps.

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