Website Content Audits to Improve SEO and Conversions
Rocks Digital Marketing provides website content audits for local businesses and national brands. As part of our comprehensive website content services, we review existing content to identify pages and page elements that need to be reviewed and updated. Managing Partner Lissa Duty has over 15 years of digital marketing experience, and trains each team member on key factors prioritizing SEO and the user experience in everything they do. For help improving your website content and search visibility, speak with the Rocks Digital team today.
Why Business Websites Need a Content Audit
Business websites grow stale over time without regular content audits. As competing pages improve or the information people search for changes, older content loses search visibility and Google can eventually stop showing them in search results altogether. The result is that blog posts, service pages and resources that once drove site traffic and attracted visitors no longer surface for key searches. Here are some common problems that impact old content pages.
- They contain outdated information and service-related details.
- Page titles and headings are duplicated across the website.
- Website content covers similar topics and targets the same keywords, creating keyword cannibalization.
- Pages lack content unique to the business, and are therefore indistinguishable from competitors.
- Pages are missing internal links from other pages, causing pages to be isolated instead of working to build topic authority for the website.
A content audit identifies these and other issues that affect SEO, content quality, accuracy and site organization.
How We Audit and Update Existing Content
The most effective content audits are part of an ongoing process, not just a one-time event. By breaking an audit into distinct stages we complete the priority work first, then move into deeper work that strengthens the website’s content and topical coverage. And oftentimes, even these processes are repeated as the site ages.
We Start With High-Priority Content Issues
When a business becomes a Rocks Digital client, the first audit focuses on key factors across the website. We address what’s considered to be low hanging fruit right off the bat. With new SEO clients, duplicate page titles, H1s and H2s are common issues. We review page titles, meta descriptions, headings and keyword focus across the website to find pages that are missing this information, and where it’s duplicated or poorly written. This stage matters because these elements often misrepresent the page’s content and can cause keywords to compete against each other, weakening the page’s performance in search results.
Fixing these issues helps businesses achieve quick wins with search engines and visitors. We may also combine this content audit with an SEO site audit to uncover problems with on-page optimization, site structure, and technical SEO factors that hold sites back from performing well in search results.
Content Gap Analysis Addresses Deeper Issues
A content gap analysis is an in-depth website content audit at the page level that examines individual pages more closely. We review H2 headings, introductions and closing calls to action, then check pages for thin sections, confusing structure and old information. These problems tend to hurt how well a page ranks, and how long a visitor stays on the page or decides to click through deeper into the website.
During our content gap analysis we regularly uncover issues such as poor-performing introductions with no keyword focus, duplicate content, or internal link issues related to anchor text. A website may have multiple pages targeting the same broad search term, yet nothing for other important high-volume keywords. During this audit we can address these gaps and improve the value of the page for the website. Even high-performing websites benefit from this stage, as topics in almost all industries evolve over time in conjunction with best practices.
Periodic Website Content Refreshes
During a website content refresh, we review existing published pages to update older information and add additional useful content. This refresh process helps us identify additional keywords and opportunities for new sections that increase search visibility and upgrade the quality of the page. Along with filling content gaps, refreshing content can signal freshness to search engines and help recover rankings that have declined.
A content refresh is not just about adding new sections to an existing page. We also check pages for quality, clarity and structure, and whether they answer what a reader came to the page for. Our content writing services include updating pages accordingly, adding priority keywords, improving topic coverage and updating internal links. Pages are also reviewed within broader topic clusters, so updates improve the page and its connections to other related pages.
Top Questions About Content Audits
Can a Content Audit Help Recover Lost Search Rankings?
Does Every Page Need to Be Updated After a Content Audit?
Is Updating Old Content Better Than Writing New Content?
Improve Your Website With a Content Audit
Outdated content, duplicate pages and underperforming pages can hold your website back from performing in search results and answer engines. At Rocks Digital, we provide content audits to help local and national businesses improve their search visibility and content quality. To understand how your website is performing, call (214) 989-7549 or request a content audit today.
