Content Marketing Audit Services
Identify gaps, inefficiencies and opportunities to expand your content strategy with a professional content marketing audit.
What is a Content Audit?
Performing a content marketing audit involves an extensive review of the existing content on your website in order to assess its quality, performance and relevance to your business objectives. From the copy on your landing and collections pages, the on-page and meta descriptions accompanying your products and services, to the long-form guides and articles featured on your blog, every piece of content is analysed to determine whether it adds value to your site or impacts your visibility and conversion rates.
Why Performing Content Audits Is Important
Populating your website with high-quality content has only become more important since the Google Search Core Update in March 2024, which sought to significantly reduce the amount of low-quality content being indexed by the search engine. This change to the algorithm saw many sites with unoriginal or outdated content plummet in the rankings, obscuring their pages from potential customers.
Without reviewing the historic content on your site, you put it at risk of similar treatment from the algorithm, regardless of the quality of your contemporary content. For this reason, it is essential that businesses conduct routine content marketing audits to ensure that search engines continue to value their sites and that they provide their customers with the best possible user experience.
Content Audit Agency for UK Businesses
Depending on the size of your site and how long you have been creating content for its pages, content marketing audits can be immensely time-consuming, putting pressure on small marketing teams to balance audits with the production of current content pieces. This can cause marketers to make hasty decisions, choosing to remove substandard content from their site rather than update or optimise it, thereby losing valuable keywords and potential traffic. Furthermore, removing content without considering its place within your site structure can make your website more difficult to navigate,which can harm your ranking on search engine results pages (SERPs).
By employing the services of a content audit agency, you can utilise their expertise and access to sophisticated analytical tools to streamline the process, managing vast quantities of data without losing sight of your core objectives or exhausting your internal resources. At Zelst, we provide efficient and effective content audit services to our B2B and B2C clients, identifying weaknesses in their existing content strategy and opportunities to optimise, merge or republish poorly performing content in line with the latest SEO best practices.
Zelst’s Approach to Content Marketing Audits
When a client approaches us to review the content on their site, our content specialists take the following approach:
Zelst’s Approach to Content Marketing Audits
When a client approaches us to review the content on their site, our content specialists take the following approach:
The first stage of your content marketing audit involves cataloguing every piece of content on your website and organising it into subcategories, such as its type and topic. This allows us to identify any aspects of your business or industry that were neglected by your previous strategy, as well as any topics duplicated across your site.
Once we have collated the content from your site, we evaluate its performance against your key performance indicators (KPIs), including the traffic it drives to your site, how effectively it engages your users, the number of conversions it secures, and other core metrics. This data provides an initial impression of the strengths and weaknesses across your site, highlighting which pieces of content resonate with your audience and which offer little to no value to your customers.
In addition to conducting quantitative analysis on your pages, our content specialists will examine each piece of content to gauge its quality. From the readability of the content, its word count and depth of discussion, the relevance of its facts, to the originality of the topic, this part of our content marketing audit allows us to isolate any thin, outdated or duplicated pieces from your more promising catalogue.
The final stage of our content marketing audits involves reviewing the technical elements of your pages that contribute to their online visibility. This includes analysing your keyword targeting and the inclusion of correct headings, metadata such as title tags and descriptions, internal linking between your page content and any other relevant aspects of technical SEO.
When we have completed our analysis, we will recommend pieces of content for optimisation which we believe stand the best chance of ranking against your competitors and increasing your visibility on the SERP.
Zelst’s Approach to Content Marketing Audits
When a client approaches us to review the content on their site, our content specialists take the following approach:
Specialist Content Marketing Services
SEO Content
Generating content that fulfils your users’ needs should be your priority, but without appealing to search engine crawlers that govern rankings on the SERP, you will significantly limit your visibility and engagement. In addition to addressing the fundamentals of any SEO content audit, such as internal links, optimised headings and an accessible page structure, we are committed to researching and implementing the latest SEO trends to help your content be found by the right audience.
Content Optimisation
The data collected from our content marketing audit will reveal opportunities to improve or repurpose your old content so it effectively answers your customers’ queries and establishes your expertise in your industry. By ensuring all of your content serves a purpose and facilitates seamless site navigation, you can create a valuable and memorable experience for your visitors.
Content Strategy
Throughout our content marketing audit of your site, our content specialists will develop an intimate understanding of your existing strategy, identifying where you are already connecting with your customers and where you may be alienating your audience. By consolidating your successful content with supplementary pieces and overhauling the less effective parts of your site, we can create a content plan strategy that aligns with your core objectives.
Content Gap Analysis
Evaluating the content produced by your highest-ranking competitors and replicating elements of their strategies is an effective way to ensure you are providing the quality expected by the algorithm, as well as the depth and relevance your customers deserve. By comparing your coverage of certain topics with the companies dominating the first results page, our content specialists can identify any gaps in your output, which they can subsequently fill with fresh content in line with that being produced by your competitors.
Enhance Visibility with a Content Audit Agency
With over two decades of experience navigating the ever changing landscape of digital marketing, we can confidently say that content is still king. Whether you are concerned that you cannot compete with the volume of content other companies in your industry are creating, or you lack the resources to manage your extensive library, our content audit agency has the insight and expertise to reshape your content strategy and maximise your business's visibility.
To learn more about the value of conducting a content marketing audit or to discuss how our other content, SEO and paid marketing services could benefit your business, please contact us today to get started on your digital transformation.
Tangible Results from Our Content Audit Services
From budding businesses with smaller digital footprints to titans in their industry with services spanning multiple domains, Zelst has been instrumental in expanding, refining and transforming its clients' sites through our exceptional content audit services. Browse our case studies below for insights on how we have helped countless brands establish themselves within their industries:
Vape Store Client SEO Case Study
In this case study, we explore how we enhanced the search visibility of a vape store client by 417% in only 18 months.
Student Accommodation Client SEO Case Study
The results are in: A+ in SEO and Content Strategy from our client in the student housing sector! See how, since we started working with the client, we improved their organic search clicks by 306% and organic search impressions by 252% at their most critical time of year.