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Benefits of a website content audit

Tessa Dempster
Marketing Coordinator
In order to better understand where your business may improve its digital marketing strategy, you will first need to determine where you are going wrong with your website. Running a website content audit is critical to getting a better understanding of the current errors on your business’ website, and can be key to identifying where there is opportunity to expand. At Undergrnd Marketing, we advise our clients to perform a website audit so we can tailor our digital marketing strategy to suit their business.  

How does a website audit work?

You can either conduct the audit yourself or hire a digital marketing company to run one on your behalf using their specialised content auditing tools. This will allow you (or your digital marketing agency) to pinpoint how to improve the information you currently have on your website. Areas of focus include evaluating the website’s overall performance, identifying broken links (highly damaging to SEO), and looking for opportunities to increase the website’s accessibility to customers.

What could be causing poor website performance?

Poor website performance could be attributed to a number of online content errors. A website audit will identify issues with web copy including problems with title tags, missing information and duplicate content. In addition, the digital media including video content and images will be assessed for optimal resolution.

Identifying content gaps and marketing opportunities

Whilst new and original content is great for SEO and domain authority, it isn’t always necessary. A quick fix for websites with inactive content could be to repurpose contributed articles, blog posts and additional marketing materials to generate content on a specific marketing objective. For example, if you work in the Perth property industry and have released statistics on market rates and demographics, there is the opportunity to repurpose this content into a blog post on current market trends.

Content quality and structure evaluation

A content audit will help you evaluate your existing content t by assessing its quality (rated low to high), and the overall content density featured on your business’ website (short/lengthy, light/rich). There is no overarching rule when it comes to content length; however, in order for best results with SEO, you should always ensure website content is of a high quality and relevant to your audience. A website content audit will also highlight structural problems with your web copy that could be impacting statistics such as your bounce rate. As well as analysing how users are finding your website and the search queries they are using, the audit will also assess overall user experience and engagement.

Perform a website audit

If you are looking to perform a website content audit for your business, you can enlist the help of the digital marketing specialists at Undergrnd Marketing. Our Perth marketing agency can provide your business with the marketing intel it needs to make vast improvements to your overall website performance and functionality. If you need help in implementing these changes, or want to improve your SEO performance, get in touch for information on our tailored packages and pricing.

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