When Is The Correct 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 changes based on Google Algorithm updates and there is also some seasonality. Should I use one year of efficiency data to influence my strategy or would it be much better to utilize smaller portions of information?”

Great concern, Nick!

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

And a yearly efficiency audit doesn’t hurt either.

Something to be mindful of is changing things even if you got a temporary ding, a C-suite executive worries because of seasonality, or there are changes during a search engine update.

Many times, when online search engine like Google upgrade, they do a rollback, and excellent content and pages will return.

Do not count on updates as an indication it’s time to examine your content exclusively.

Rather, use these:

  • If traffic has actually plateaued and excellent pages that need to be ranking are not. (After tech and structure problems have been fixed)
  • Material that was always in the leading positions has actually slipped or started to slip, and your content amounts to the pages changing you.
  • When the hectic season is 6 to seven months away, and you don’t have your rankings.
  • Annual examinations by classification, and page.

Plateaued Traffic

When traffic plateaus, but you have actually been adding content regularly for a while, it is a great idea to take a step back and look at the material you’re publishing.

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

If yes, change topics and find new things that can generate your audience while staying relevant to your core products, services, and offerings.

You don’t wish to cannibalize the page or pages that are working. However don’t just take a look at SEO traffic and keep discussing the exact same topic– look at your user base and audience.

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

When this takes place, you’re most likely posting subjects that are not fascinating to your user base, or you have actually overdone it on those topics, and they’re tired of the exact same thing.

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

I.e., if your target is single fathers with younger children and you offer books, think of other “single daddy issues.” It might be hairstyling, preparing birthday celebrations, shopping for clothing, introducing your daughter to your brand-new loved one, etc.

Each of these topics will have matching books that can cross-sell your content and offer solutions for your audience’s needs. And the topics allow you to deal with influencers in your niche and create cross-promotional marketing projects with complementary companies.

This, in turn, develops direct exposure and can result in natural backlinks.

It’s a big win and can help get your traffic growing once again for a relevant 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 see pages or classifications on your site are slipping, this is a great time to investigate them.

However do not simply begin pulling, pruning, and rewording. First, take a look at:

  • What has replaced you in the search results?
  • Which subjects do they cover that you do not? Think about how you can naturally include them into your own material if they matter.
  • How many backlinks and internal links do they have if their page is getting “real” media coverage? Why are they getting it and you are not? When do they prioritize their content? Are they providing it a boost with extra signals through internal links (particularly from pages with quality backlinks)?
  • Do you have appropriate schema and site structure, and are your pages loading quickly and offering options?
  • Has anybody published comparable material within your website that could be contending? Utilize an SEO tool to group a keyword cluster, and after that look to see if multiple pages on your website are all appearing for these. If you have competing pages, you may wish to integrate some, erase some, or reword some of them to be more clear about the benefits to the visitor.

Around 6 Months Out Of Seasonal Traffic

When you have to do with six months from your hectic season, check to see if you’re presently appearing for your crucial terms.

If you’re not, do the exact same exercise as above, and begin taking a look at how you can enhance your copy.

I begin around eight months beforehand, but that’s because I like to do more testing than is required– six months is enough time so you can get to material and code freeze 3 or four months before your busy season begins.

Pro-tip: Do not split test organic traffic and pages.

This goes wrong in numerous methods. Rather, create a plan, test copy, and phrasing for conversions through PPC, and after that roll out the best experience with time to see how it indexes and ranks.

Yearly Assessments

It is constantly a good idea to do a yearly assessment.

You likely understand what your best-performing copy is, but maybe the classification of your website isn’t getting exposure. This is easy to find in a lot of analytics plans.

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

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

You can likewise more easily spot if copy and H tags are working on classifications, and find categories that got avoided over.

Another big find in this exercise is when posts that used to perform well fell, but others took their place. You can see this with a time contrast, and then redo the pages that fell if necessary.

When you find that traffic is steady due to the fact that 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 preserve the present one. Repairing older pages can in some cases be more efficient than developing new ones, and it is much easier so you can conserve time.

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

I hope this assists.

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Included Image: Andrey_Popov/ SMM Panel