Today’s Ask An SEO question originates from Nick, who asks:
“What period is most useful for a content audit? My traffic changes based upon Google Algorithm updates and there is also some seasonality. Should I use one year of performance information to affect my strategy or would it be much better to utilize smaller portions of information?”
Excellent concern, Nick!
There is no right or wrong answer for when to do a content audit, as each website is unique, however there are signals it is time to do a material evaluation.
And an annual performance audit does not hurt either.
One thing to be mindful of is changing things just because you got a short-lived ding, a C-suite executive stresses since of seasonality, or there are fluctuations during an online search engine update.
Sometimes, when search engines like Google upgrade, they do a rollback, and good content and pages will return.
Do not count on updates as an indication it’s time to investigate your content exclusively.
Instead, utilize these:
- If traffic has actually plateaued and excellent pages that need to be ranking are not. (After tech and structure concerns have been resolved)
- Material that was constantly in the leading positions has slipped or begun to slip, and your content is equal to the pages replacing you.
- When the busy season is six to seven months away, and you don’t have your rankings.
- Yearly assessments by category, and page.
When traffic plateaus, however you have actually been adding content routinely for a while, it is a great idea to take an action back and look at the content you’re releasing.
If you’re not getting brand-new traffic, do you currently have a page getting the same kind of traffic from SEO?
If yes, change subjects and find new things that can bring in your audience while remaining appropriate to your core products, services, and offerings.
You do not want to cannibalize the page or pages that are working. But do not just look at SEO traffic and keep writing about the same topic– take a look at your user base and audience.
Have individuals on social networks stopped sharing and clicking through to your pages?
When this takes place, you’re likely publishing subjects that are not intriguing to your user base, or you have actually exaggerated it on those topics, and they’re tired of the very same thing.
Look at other kinds of material that fulfill the needs of the same user base.
I.e., if your target is single daddies with more youthful daughters and you offer books, think of other “single daddy problems.” It might be hairstyling, planning birthday celebrations, looking for clothing, presenting your daughter to your brand-new better half, etc.
Each of these topics will have matching books that can cross-sell your material and supply solutions for your audience’s needs. And the topics allow you to deal with influencers in your specific niche and create cross-promotional marketing projects with complementary companies.
This, in turn, builds exposure and can cause 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 helping your business grow across the board.
You, as an SEO pro or copywriter, become the hero and can make a seat at the marketing planning table.
Pages And Categories That Are Slipping
If you notice pages or classifications on your website are slipping, this is a great time to investigate them.
But don’t simply begin pulling, pruning, and rewording. First, take a look at:
- What has replaced you in the search results page?
- Which subjects do they cover that you don’t? Think about how you can naturally incorporate them into your own content if they are relevant.
- 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 material? Are they offering it a boost with extra signals via internal links (especially from pages with quality backlinks)?
- Do you have correct schema and website structure, and are your pages filling rapidly and providing options?
- Has anyone published similar material within your site that could be completing? Use an SEO tool to group a keyword cluster, and then look to see if several pages on your website are all showing up for these. If you have contending pages, you may want to integrate some, erase some, or reword some of them to be more clear about the advantages to the visitor.
Around 6 Months Out From Seasonal Traffic
When you’re about six months from your hectic season, check to see if you’re currently appearing for your most important terms.
If you’re not, do the same workout as above, and start 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 four months before your hectic season begins.
Pro-tip: Do not split test organic traffic and pages.
This goes wrong in many ways. Rather, produce a plan, test copy, and wording for conversions via pay per click, and after that roll out the best experience with time to see how it indexes and ranks.
It is always a good idea to do an annual examination.
You likely understand what your best-performing copy is, but perhaps the category of your site isn’t getting exposure. This is simple to find in a lot of analytics bundles.
Sort by SEO traffic, then show by classification folder (collections if you remain in Shopify), and you’ll see how the categories are performing.
From there you can modify the website structure, develop internal links, and try to find missing out on locations.
You can likewise more quickly identify if copy and H tags are dealing with categories, and find classifications that got avoided over.
Another huge discover in this workout is when posts that used to perform well fell, but others took their location. You can see this with a time comparison, and then redo the pages that fell if necessary.
When you discover that traffic is steady due to the fact that one post took over as an acquisition from another, you now have an opportunity to double your traffic.
Work on getting the pages that fell back and keep the current one. Repairing older pages can sometimes be more efficient than developing new ones, and it is simpler so you can conserve time.
There is no one size fits all for when to do a material SEO audit, however these are four great times to do one.
I hope this helps.
Included Image: Andrey_Popov/ Best SMM Panel