There's no question that quality content drives traffic and improves SEO. As you write for clients and help them to publish a steady stream of quality content, their websites take on a maturity and fullness that gives them credibility and plenty of material for sharing on social media.
Every now and then, however, it's important to do a sort of "audit" of a website's content. This is important because your clients' content needs to include the right keywords for their current marketing goals, and it needs to increase customer engagement. As market conditions, customer needs, and marketing campaigns change, content also needs to change. The best way to find out whether or not changes need to be made is to conduct a content analysis. Here's how:
Find a Content Analysis Tool
Fortunately, there are plenty of content analysis tools out there, so it's easy to find one that fits your budget and your needs. Some content analysis tools, like WooRank, offer both a free version and a paid version. Google Analytics is one of the oldest content analysis tools, and it's still great for getting insights into how visitors find and use websites. Do a simple search for these tools, and you'll find that you have many great choices.
Run an Analysis on the Website
Once you've downloaded your content analysis tool of choice, run an analysis. Make sure that you get information about page titles, page visits, bounce rates, conversion data, how much time users spend on each page, the number of social media shares, and page "scores."
The data you receive from these metrics will help you to know whether or not site content is relevant. If you see a high bounce rate, you may want to make some adjustments. There are many reasons for a high bounce rate, and some of them have nothing to do with your content. For example, if a page takes more than 4 seconds to load, many visitors give up and go find another site to explore. Also, too many advertisements on a page can make people feel bombarded and overwhelmed. But if these issues don't seem to be a problem, you'll want to analyze your content.
One common problem is that the content of a page doesn't match visitors' expectations. For example, if they click on a link promising cooking tips and arrive at a page selling cookware, they're likely to leave right away since they didn't get what they expected.
Too much text on a page can also be a problem. If your paragraphs are long and your word counts are high, some visitors will feel intimidated and leave quickly. You can solve this problem by adding subtitles and increasing the white space around your content.
If the social media share rate is low (or non-existent), it's possible that the content simply doesn't invite engagement. People share links on social media when they perceive the content to be valuable and insightful. What they share is a reflection of themselves, so you want to give them content that follows high standards and offers value. You can also increase social shares by making sharing easier. Add social sharing buttons to content, and don't forget to write catchy headlines. Compelling images also help to encourage sharing.
Create a Plan of Action
After you've analyzed the data, create a plan of action that will help you to overcome the problems you've detected. You may need to rewrite some pages or remove some entirely. You may also need to redirect links to other pages, add video content, change keywords, or update titles.
Remember that content analysis shouldn't be a one-time event. In order to keep a website relevant and dynamic, analyze content on a regular basis, maybe semi-annually or quarterly. Don't forget to frequently test the availability of URLs, and keep up with Google's indexing rules.
Whether you're directly involved with content analysis for a client or you simply write new content after your client has created a plan of action, try to keep the big picture in mind. With the fine tuning that comes with content analysis, you can help your clients to reach their content marketing goals.