When it comes to SEO, content is the backbone of your digital presence. It’s not just about optimizing keywords and meta tags; it’s about understanding the intricate web of what’s there, what’s missing, what’s outdated, and who you’re trying to reach. The key to success lies in the meticulous art of content auditing.
Join us in this exploration of the world of content audits and SEO, where we dive deep into the strategies, tools, and tactics that can transform your online presence. Whether you’re a seasoned SEO expert or just starting your journey, understanding your content’s intricacies is the first step toward SEO success.
Let’s embark on this journey with insights from some of the industry’s finest minds.
Q1: What is the importance of a content audit in the context of SEO, and how does it fit into an overall SEO strategy? #seochat— Kelsey Jones (@wonderwall7) November 2, 2023
I feel like it’s everything from a certain POV. As an SEO you need to know what content is there what’s missing what needs updating who was targeted who should be targeted and if it’s any good at all!Mordy Oberstein
Q2 What are the key elements you look for when evaluating on-page SEO factors during a content audit? #SEOchat— Kelsey Jones (@wonderwall7) November 2, 2023
Headers. If your headers are cryptic it makes it harder to get INDEXED these days let along rank! #seochatMordy Oberstein
Q3 How do you determine which content to prioritize during a content audit? #SEOchat— Kelsey Jones (@wonderwall7) November 2, 2023
A2: My current strategy is to look at our articles that are ranking on page 2 that were published more than 6 months prior. There’s a good chance with updated copy and added/updated kws, we can improve to page 1. Page 3+ I typically recommend an overhaul of images tooSarah Fuller
All depends. I know a lot of SEOs will look at traffic performance etc. but I think it depends on your goals. If you have a brand positioning goal then I might start with older content that prob doesn’t strike the right toneMordy Oberstein
Q4 How do you address content cannibalization issues that may arise during a content audit, and what strategies do you employ to resolve them? #SEOchat— Kelsey Jones (@wonderwall7) November 2, 2023
Consolidate as much of the ‘second place’ one into the first…UNLESS it could be re-optimised for a longer-tail KW like a specific FAQ.Jason Wheelhouse
A4: This happens rarely (thankfully) since we use super long-tail kws, but when it does, I check which article is performing better and update it with any relevant kws/info from the competing article, and then unpublish the “worse” one in our CMS.Sarah Fuller
Q5 last question: What tools and methodologies do you use for conducting a content audit? (this is a mostly selfish ask, since I'm always looking for new tools! I'll answer below) #seochat pic.twitter.com/YJf1etmnsR— Kelsey Jones (@wonderwall7) November 2, 2023
We make audits easy (assuming you’ve been using Divvy to plan all multi-channel content).DivvyHQ
Conducting content audits and optimizing for SEO is a multifaceted task that demands a thorough understanding of your content landscape. As Mordy Oberstein highlighted, an SEO’s role involves assessing what’s present, what’s missing, and who your content targets. Clear and descriptive headers, as he points out, are crucial in today’s indexing and ranking landscape.
Sarah Fuller’s strategy of revisiting older articles on the second page of search results after six months is a smart move. It’s a reminder that SEO is an ongoing process, and with updated content and keywords, you can ascend to the coveted page one.
As for tools, Kelsey Jones and Sarah Fuller both vouch for Ahrefs and Google Search Console as valuable assets in your SEO toolkit. In addition, DivvyHQ is a handy resource for making content audits easier.
Don’t hesitate to adapt, update, and consolidate your content where necessary. Stay updated with industry trends and tools, and always keep the user experience in mind.
We hope this #SEOChat has provided you with valuable insights for your content audit and SEO endeavors. What tools and strategies have you found most effective in your content audit journey? Feel free to share your thoughts and continue the conversation below. Your engagement is invaluable to our community’s growth