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Scale up your online business

Content or SEO Audit?

Content or SEO audit – Which one and Why do we need it?

Content or SEO Audit

When a site starts to hold alot of content (posts, images, videos, pdf guides, checklists, tutorials … etc) and it’s growing further, an audit is required.

But the question that will pop out is: Which one should we do?

Content or SEO Audit?

In my opinion, you can do both if you have a small team.

However, I’d suggest starting with content site audit first.

Here is why.

Anything above 15-30 pages/posts you will need a long-term process to help you control the creation of future content.

Your aim is to get a qualitative analysis of all the content sitting on your website. And with that in mind you must find or know the:

  • What,
  • How,
  • Why’s,
  • When,
  • and Who’s producing/amending the content.

Let’s start with:

How to fix your digital marketing strategy?

In my recent post on how to fix digital strategy I mentioned that a site content audit is mandatory. Yes, it should be at least once or twice a year.

Get into the habit of agile thinking. Meaning focus your attention in finding small easy things to fix. Essentially, you want to train your people to find quick errors and/or what the main issues are.

Scan your GSC and analytics from A-Z and see which pages are working for your business.

Then you need to get into your client’s shoes and ask yourself what’s in it for them.

But let’s find out more.

Steps before starting a website audit:

  1. Revise your business goals. Ask what are you trying to achieve, who does it, how and when
  2. Grab your Keyword mapping worksheet, Content Matrix and/or Content Gap Analysis (CGA). To see how to improve every page.
  3. Align and select keywords per page and what your priorities are.

Then, analyse and brainstorm with your team before creating or amending the content. Find what is relevant, valuable, unique to that topic/page before delivering it to the end users. [Ultra important].

Take your time, if you don’t have this in place you must start now and be consistent throughout. You can put a smile on your face as you’re progressing.

What is the final purpose of a content audit?

The main purpose of a website auditing is:

a) Identify which parts of your content are actually working less

b) Find those pages ranking near top search engine pages.

Here is why a content inventory could help your strategy:

  • Content pages that need deep onpage editing to provide end-user with relevant content
  • Find which keywords are ranking for each main topics
  • Keywords ranking page three and four (so that could be improved)
  • Analyse and detect Content gap opportunities (competition…)
  • Ecommerce products descriptions and/or copywriting
  • Pages that need to improve content and call-to-action
  • Content that should be removed/redirected or consolidated (reasons:obselete or overlapping topics)
  • Find missing Alt text, metatags
  • non canonicals
  • etc

When to do website audit?

Execute a content audit at least twice a year to assess the company content’s strength. By doing so, you get to see what your best content is all about, but also its top publication channel(s).

The audit may deliver some deep data that you were not aware off (insights on channels that you daily nourish, etc).

Will content audit help your business at all?

Content audit is your best helper when it comes to analysing your website.

The second phase of an audit is the most important one – the analysis itself.

Here, you will get the entire content reviewed against a set of predefined elements of a content strategy plan.

The strategist must assess the overall site’s content, structure and many other factors that will lead him/her to make a set of content recommendations about whether you should leave, improve, merge, remove, or consolidate it.

This will normally inform and/or instructs you to:

  • Merge old content due to its duplication
  • Delete obsolete content (no longer in use or could dammage content)
  • Discover content gap opportunities
  • Pages readability/ scannability of  (Titles, topic sentences, headers, bullets points..)

or if

  • You are about to redesign your website
  • You are experiencing low or zero traffic
  • You need to find out why pages aren’t converting
  • You would like to make your content more relevant to increase conversions.

Tip: Screaming frog spider can help you speed up the process to find the areas of your site where there is a need for improvement. But, it’s up to you to decide, if you’ll rewrite parts of that content, archive or delete it.

A content audit is a qualitative analysis (on steroids) for a particular channel – a website, or a big company blog. Whatever you are going to tackle, it will cover and address the suitability of the content and its SEO strategy.

I knew you’d ask and the answer is: in this industry there is two type of audits:

  • SEO audit: identify the strengths and weaknesses of search engine optimisation.
  • Content marketing audit: is a must do for any business who wants to know their site’s content strengths. Perform an audit every 3-6 months to assess your content marketing efforts.

Note: It’s a good idea to do both.  Here is an example why: you need to figure out how marketing automation campaign or sales pages are performing.

Your question: can we do both? Sure, you can.

Content evaluation will do the inventory and assess the user reading experience. It will also allow you to map the gap between the two so that a content strategy plan can be created.

Content assessment [ short Infographic ]

Content-assessment-guidelines-- InfographicWhen should you perform a content audit?

I’d say that when you reached 35-100 pages you need to assess the content published. A complete heuristic approach should be taken to test and assess your content.

This will allow you to:

  • Understand your content to guide your marketing strategy
  • Collect and re-analyse content
  • Decide what to keep before a migration
  • Define whether your content shares value
  • Identify poor content for removal or improvement
  • List types of content that support customer service/engagement.

but also it can:

  • Explain, and or educate end-user
  • Be up-to-date for better relevancy
  • Be factual and accurate
  • Engage and redirect the user to relevant topics
  • Be grammar and spelling mistakes free.

A content audit should be performed at least two-three times a year.

How can content audit help your business?

Paula Landburg explais in her book

“If you have limited time but want to address issues, look for patterns in your analytics data”. I agree start with:

  • Pages with high traffic but low conversions
  • Pages with low traffic
  • Pages sitting in Google page two
  • Pages with high bounce rates.

“A good audit can help plan future content creation, and improve internal processes”.

Reference: from Paula Ladenburg’s book: “Content Audits and Inventories”.

I agree – I’d also add this, create an editorial calendar (asap) to help you keep track of what you produce along the way.

Here’s a good example:

  • Find best topics and keyword patterns to help your SEO strategy
  • Suggestions for updating your style guides and content creation workflows
  • See relevant issues to address, example: a segment that isn’t targeted but should
  • Build agile processes and make sure you label who the author is and tag with metadata.

Action plan & audit tools/resources

I’d strongly recommend to look for low-hanging fruit (always). As this will allow you to go quicker, save time and money.

  • Identify priorities to improve the effectiveness of your marketing.
  • Check the site content that has been optimised but can be improved – I.e: pages ranking in Google page 2-3.
  • Stick to your action plan and concentrate your efforts to tackle urgent problems first.

Now, that you are all set and if you are itching to learn more practical work, I will point you to Everett Sizemore’s post, that he wrote (in 2017) at Moz.  He describes the entire process, a great post by the way, it shows the structure, parts of an audit.

In the event you are a small business, I recommend you to download my content audit worksheet – it’s plenty.

Small to medium sized businesses employing one or more SEO /Content strategists we recommend using:

You can also (should) run an audit of your competitor’s content, very much like your own assessment. Yet, you will not be able to get their access to their Analytics.

But apart those few missing metrics, you may be able to pull out lots of keywords, links and other valuable information.

Here is how – get hold of few good tools to help you extract that data such as: SEMrush, Raven or Ahrefs.

It’s an art when it comes to deliver a coherent audit.

Often, its complexity is due to the size of the site, but also the person who is leading the audit project and/or the way they will perform it. He or she needs to understand content management systems (CMS) but also the overall content structure, content analysis, UX mapping, how you detect content gaps, what needs archiving and so on.

The next obvious step – assess your SEO strategy.

Look for patterns and/or topic trends. For example, notice where people spend the most time on your pages – log the topics.

Steps to take: Log onto your Google (or other) analytics, it allows you to download data:

  • Go to Reporting > Behaviour > Site Content > All Pages for a great start.
  • Get the data by clicking Export > CSV under the report title, and then import into your spreadsheet. This will give a view (clues) of whom you should be talking to and then figure out what content you need to produce.
  • Then get your buyer personas doc out, check if these keywords match their profile > then add those to the customer journey document and include the data you pulled from Buzzsumo report.

Also a good idea to use Ahrefs tool to assess your main competitors in organic search. Do perform an SEO competitor analysis to extract or find out which type of content receives the most search traffic, shares, links but also which converts better. etc.

I hope you get the picture.

Conclusion:

Whatever you do, select a professional if you can’t do it yourself, ask questions and follow the guides above before making a decision.

A great content audit will show you: what type of material or part of your site you can improve, repurposing, reuse, delete or archive.

Keep in mind that in order for you to deploy a winning content marketing strategy – yes, I said winning, you need first to identify what’s working and not. This will lead you to audit the entire site as the starting point.

If you hear someone tell you that they don’t see the point or value in content marketing, because they never saw any good results – then they’re probably right.

But do you know why?

As I said above, content marketing works if you do the leg work (via audit), and focus on delivering value to your users.
You can create a long-term plan for success – and this post can help you do that.

Good luck and if you need extra pair of hands give me a shout.

Related Posts

Credit: Thanks Mohamed_hassan (Top image)

9 Plus Essential Plugins To Help Your Content Marketing

Essential WordPress [WP] Plugins Which essential plugins to boost your content marketing strategy?

If you create and deliver content through a WP site you’ll need crucial WordPress plugins to customise your cms to perfection. I’d say as best as you can. With thousands of plugins to choose from, it quickly becomes impossible to find and select the great from the … not so great.

Keep reading and discover which plugins are essential for your WordPress site!

I did test and trial experiments with hundreds of different plugins, and I can now recommend which ones are helpful, safe, faster and secure. That’s all you need really. Forget the fancy ones, who will slow-down your website [content] and keep visitors away. You should always test it after uploading a new plugin – preferably test it off-line with a demo platform.

Before jumping into the best WordPress plugins to help you boost your content marketing, I’d like to tell a bit more about what WordPress is and isn’t all about.

For those of you who know WordPress, I’d suggest jumping to the of the essence WP plugins section. The rest of you should probably continue reading it.

WordPress is an open source content management system (CMS) coded in PHP. It was initially created in January 2003, by Matt Mullenweg and Mike Little from the b2 codebase. They created a simple blog editing software. From December 2006 onwards WP became widely popular and surpassed Google Blogger, as people started to write more, they saw the simplicity of creating a blog and how quickly they could go live with their content.

As of 2009, WordPress has been the most popular blogging platform turned-CMS. I guess that the free and premium ready-to-install themes and plugins developed by 3rd party developers helped the wide-spread of WordPress.

As we speak, I am unable to say how many WordPress sites are live, but I guess over 80 million websites if not more. Among them there’s a significant number of corporate, SMBs and freelancers offering their product/services via the WordPress software. Its popularity is due to the easy integration, versatile use and affordable web hosting costs. As it has become more and more popular, WP designers/developers looked to offer businesses a plugin integration, that would:

  • Help define and optimise SEO
  • Structure and edit taxonomies
  • Tagging categories and systems
  • Metadata descriptions and much more

I believe that the main reason for this is, that not long ago it was costly to build and/or redesign a website from scratch, not to mention that people lacked coding and design skills. So, by offering to install (plug-and-play) plugins ready to accomplish these tasks without requiring any coding knowledge was a major promotional factor and the way to go forward.

Nowadays, we can find WordPress plugins for almost every single task. So, I thought I’d do a bit of leg work and put this list together and recommend the best or the must have plugins that can automatically add meta tags where is needed, generate internal links, recommend popular posts, secure your site and more.

Here, I’ll cover some of the essential plugins for your WordPress – this includes the most powerful and helpful plugins that will take your WordPress content marketing strategy to the next level.

Note: the plugins mentioned here are only available for self-hosted WordPress sites; therefore not available for WordPress.com websites.

We are going to share the top essential WordPress [ free and premium] plugins available to download.

Essential WordPress plugins to help your content marketing strategy

1. Yoast SEO

Yoast SEOYoast SEO plugin -Essential WP Plugin is one of the best in this industry – also known as the pioneer among its SEO plugins peers. Yoast SEO allows you to quickly go through the essentials of your optimisation process, starting with title and meta tag description.

These are ultra important tasks – even more today, as its the first thing search engines bots will visit. I’d say, it is like grooming your pages/blog posts. You can even adds open graph code to your pages and posts.

Pros: Very easy to install, offering a simple navigational tab system. The Yoast plugin has over 20 million downloads – making it the most widely used SEO plugin ever.

Cons: The setup can be long if you don’t know what to pick within the settings. Until now the tutorials were incomplete, however, I checked [ 28 Jan.2018] and they’ve greatly updated the tutorials. There is a bit of a learning curve with Yoast SEO.

You can also upload Yoast SEO plugin free version from your WP Dashboard.  Go to “plugins“- click “Add new” and type Yoast SEO.

Free and Premium subscription.

 

2. Thrive Content Builder

Thrive Content Builder is a 3-in-1 plugin that offers: professional landing, sales pages, opt-in forms and many other great useful templates to improve content conversions.
A big concern for many business people is how to create and deliver marketing communications topics that involve the creation of persuasive web content pages and/or how to effectively publish it. TCB plugin can help do just that. Yes, seems impossible but it is true.

Whether you want to create sales pages or just create content that will stand out – Content Builder is like having a developper and a designer at your side.  Perfect plugin to help create landing and squeeze pages, sales pages and more – it’s versatile, fast and efficient.

Before, I never realised how much time I was spending building and waiting for page reloads – I used to get annoyed. With this essential plugin you can seriously create professional webinars, landing or sales pages in under 15 minutes. This plugin will save you huge amounts of time. See pic below.

Thrive landing pages templates

Pros: Easy to use, comes with over 120 landing pages; Light weight opt-in forms – Offers a drag and drop page builder system that gives you the ability to see exactly how your content will look like while you’re building it.
Cons: Can’t see any. You must create new content or you must edit the older content.

After seeing what this plugin does, I don’t think I could ever work without it. Year ago I didn’t even know it was possible to have this kind of a completely visual editor, but there it is (check the link below for a demo video).

You need to watch the video to see it’s capabilities and features.

Premium subscription – single site: $69 or £53

 

3. Google XML Sitemaps

A great simple free plugin – Google XML friendly Sitemaps for WordPress websites and blogs. Sitemap is a friendly file that lists all web pages and blog posts on your site, then will simply inform Google and (of course) other search engines about your website content. Works as a informer.

Note: I am sure about having two. If you have any doubts about this go to Yoast SEO > “XML Sitemaps” and unable it. The only thing that matters here is what you have inserted in Google Webmaster. You can also install XML sitemaps for mobile, videos etc. After testing it, Yoast has less  granular control over the list of content. In my view Google XML Sitemaps does offer you more options.

Free version

4. Google Analytics

Google Analytics plugin enables you to track your website’s visitors/pages using the G.A tracking code allowing you to view essential key data. Here you can follow their tutorial How to connect your GA.

Pros: easy to install – doesn’t require long settings manipulation.  Cons: N/A

Free subscription.

 

5. W3 Total Cache

Among all the plugins W3 Total Cache plugin is one of the kind you can’t afford to ignore either. It will  optimise your WordPress cache by organising and taking the heavy traffic on your server away – by storing static HTML files for the pages on your website and only showing them when needed. In other words – W3 total Cache will help speed up the load time and put less pressure on your Web server. As you may know, Google has no mercy for websites that are slow at loading a page, so don’t allow search engines to penalise your site.

Note: I tried both WP Super Cache and W3 total Cache and the last one is better. Why? becasue its lighter than any other. Especially if you have a lot of different plugins running on your website, because each plugin initiates another script that must run each time your site loads, increasing the website load time. Also remember to disable W3 total Cache when making making design changes to your website, so you can see your design changes in real time, rather than seeing a cached version of your old pages.

Pros: Very effective plugin – integrates well with any other plugin.

Cons: Setting up W3 total is a little complex. However, you can google “How to best setting w3total” and you’ll find a post.

Free and Premium subscription.

 

6. Akismet or Disqus

This is a must-have plugin for your WordPress website or blog. Akismet is a spam protection plugin that checks your comments against the Akismet Web service to see if they look like spam or not. Akismet spam protection plugin has been downloaded over 18 million times – that’s amazing. Other excellent free option you should consider is Disqus.

Free for personal blogs – Paid version for businesses.

7. Click to Tweet

Click to Tweet plugin will enable you to create tweetable content phrases directly from the blog posts – by adding “Click to Tweet” within your post, you will increase engagement and drive potential traffic to your content marketing. All it takes is a single click to add a Click to Tweet box after a noteworthy quote, message or statistic.

Click to Tweet

Free subscription.

 

8. Pretty Link Lite

Pretty Link is the make-up artist when it comes to transform ugly links into clean ones. You can shrink, track and share any URL on the Internet from your WordPress website! In addition to creating clean links, Pretty Link also tracks every single hit on your newly written URL and provides a detailed report of where the hit came from, IP and page.

This is a great plugin for those who want to clean up their affiliate links, track clicks from emails, or simply increase the traffic of their website by spreading these links on forums or comments on other blogs.

Free subscription.

Did you know that #cybersecurity plugins are #content marketing greatest ally? Click To Tweet

Cyber security plugins are content marketing greatest ally.

Cyber security consultants like to talk about how easy WordPress is to hack. Yes. This because they know that the WP platform does allow, in some plugin configurations, an unethical hacker to gain access to a website.

This post focus on WordPress websites only. So, I’ll concentrate on how to make it more content effective, user friendly and more secure. The only problem you may face is that WordPress’s security also depends on the way the user sets up the core files and plugins. Obviously, this makes it an easier target for hackers who know that WordPress are often prone to potential security issues.

Here is how to fix that.

9. Wordfence

I recommend Wordfence – among the best security plugins at this moment in time – offer great features and will keep your WordPress more secure.

It blocks brute-force attacks and offers you the option to add two authentication via an SMS. It also includes a firewall to block fake traffic, scanners and botnets. Offers a free (good enough) and premium version – the paid version adds multiple layers of protection.

Pros: Includes Firewall, malware scanner, and live traffic. They’ve improved major features, offering dozens of security settings – from scanning core files for suspicious changes, to blocking countries or individual IPs.
Cons: It will take you some time to master and/or get it set up correctly.

Free and Premium subscription.

Other strong candidates to consider: “All in One WP Security” & Firewall”, “Bulletproof”.

 

Note: You should take WordPress website security seriously by starting to take care of few basic things:

  • Preferably use/buy a Premium theme
  • Setting up secure FTP to upload files
  • Secure WordPress configuration
  • Choose a secure admin username (avoid things like – yourname1234)
  • Create long passwords (at least 12 characters) and change it every 4-6 months
  • Host your website in a secure managed web hosting server – ( avoid shared servers – to many open ports, but also if other sites don’t follow the same the basics secuirty steps you’ll be exposed.)
  • Create/configure a secure database prefix
  • Prevent Brute Force Attack by setting a Login limit to 5-6 attempts
  • And the most important of all…take daily backup’s

Malware scanning, exploit scanning and brute force protection are some of the features which you must have in your plugin.

Conclusion:

I’ve described the essential WordPress plugins everyone should have. I tested, know and trust all nine. When creating content marketing you’ll need ideas, processes, tools and resources. This is where the plugins described above will came handy to help you analyse, build and improve your content.

I hope you’ll also pick one of the great security plugins I mentioned – I know there is plenty more out there, but these are the ones I recommend. All will evolve based upon user recommendations, needs and adapt themselves to new hacking techniques. So, having security plugins is a must going forward, because they bring great protection to your precious content.

If you’re a small business I’d recommend to download all the plugins. Try more, but do not download unnecessary plugins – just the ones you need or fit your business. In the event you’re unhappy with your website loading pages – run a website speed performance, check which plugins are slowing site down and/or if the problem comes from your web hosting provider.

You will feel more confident and relaxed after having done these – but remember to check and update your plugins every 2-3 days. Plugins installed in your website that do not offer consistent updates, I’d suggest to deactivate and get rid off them.

Final thought, I am a firm believer going forward that “live protection” solutions are the way of the future.

Do share your comments and if possible the great plugins you’ve tried.

Thanks for reading my post

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15 Tips to Improve Landing Page and User Experience

Landing pages Tips to improve landing pages

With our tips you will improve your landing pages and above all you are helping your reader’s experience. They will reward you either by leaving a comment, sharing or buying your products. However, this is hard work and calls for a multi-ingredient planning. From targeted industry topics, synonyms, images to the external major factors.
 

How many times have you focus on both – page and user experience?

Few, dozen, hundreds times, perhaps? How can a landing page improvement help your visitor’s experience? You’ll find out soon, read on. So, how to tackle that landing page? That’s been my experience for the last 10 years and working on it. However, there are ways around.

What’s more important than your page conversion rate?

You could say “nothing really”, but there is something…a landing page, but not just any landing page, one with great content. A page without great content will not drive quality traffic to your site and so it cannot convert any sales.

What’s the point of creating an Adwords campaign if your landing page isn’t optimised and customer centric orientated. You can only expect to convert traffic with the right word focus, and a few other tweaks that will make all the difference. The info below will tell you how to do this.

The best tips to improve your landing page:

Regardless of whether you are creating a new or revamping an existing website – the mechanics to get a landing page optimised are the same.

Write great content for your readers and you’ll see the incoming result – but if you create poor content, you should expect only a few readers.. including yourself.

These steps will help you build on your quest for visibility and reputation

First ask yourself if you’re writing for sales, information, blogging or email collection forms. To help you create a good landing page you’ll need someserious thinking, planning, tool and dedication, but I like the classic modern side of it, that’s worth following.

Lets take the “selling” blog article – for the purpose of our exercise.

Visual tips to improve landing pages

1) The Headline: You should write short -medium accurate and snappy headline.

2) The lead in: This must be attractive, controversial, informative but make it fascinating, ..Intrigue people with one or two sentences nothing more.

3) First paragraph: Following your catchy lead-in sum-up what you’re going to tell your audience/visitor. Include a call-to-action and avoid losing people before you’ve even got to the nitty gritty.

4) Sub-Headings: Expand your subject with clear sub-headings and features and benefits.

5) Explain: Always make it simple for the user by explaining what to do next (don’t confuse or you’ll lose!).

How to quickly improve your landing page?

Landing Pages for WordPress
 

Relevant with useful content: You first have to ask yourself this – what can I offer to people in my niche market? Segment -Then focus on keywords you should I use – Present it – How are you going to lay out copy content  on page and offer unique value?

Optimise your page: When optimising on-page copy with relevant words addressed to your customer you’ll benefit from a higher ranking and you’ll attract specific readers for conversion, so make your landing page attractive and original.

Transparency and trust: Offer quick and easy ways to find contact information, T&C’s and what your business does. If you’re requesting information from your customers, make it clear why you are asking for it and what you will do with it. When creating selling landing pages avoid showing sponsored links or ads on it.

For retention: In order to keep readers on the page, make it simple – if the benefit isn’t quickly communicated they will hit the Google page and leave your site. Encourage the customer to take action asap.

Sharing: The quicker you impress your online visitor’s the better, after all first impressions count. Go viral with your work, if they like what they see they can and will share it with colleagues, friends and family, so long as provides value for time or money.

How To Increase Your Landing Page Conversion Rates

 

1. Always optimize your Meta description. This will show (in Google) what you’re offering at what price.

2. Write your copy in the second person. Online visitors want to know how you will help them. For example: learn how you can drive more relevant traffic to your blog

3. Insert two to three call’s-to-action on your landing page with instructive message – It should tell them what they need to do and what’s in it for them. Use positive action words like: request information here, get it now, download yours now!

4. Only Insert images related to your copy and offer, otherwise you might risk confusing or distracting your future buyer.

5. Only insert outbound links if relevant to the offer itself. By inserting sponsor links you’re tempting visitors to click on them – this will send them away from your website – you don’t want that.

6 Avoid showing navigation menus from your landing pages.

7. Showcase product or service benefits including highlights of what others are saying about it.

8. Use colors when creating call-to-action. Colour tends to influence an emotional response. See behind the colors.

9. Not sure what landing page will work better – test,test and test again an A/B/C page.

10. Always insert social share buttons to your landing page.

 

Bonus tip:

Why not create your own custom reports with Google Analytics

The idea is to control what’s has been previously seen and test your landing page. The good news is that you can quickly custom some reports into your Analytics.

These are very useful, (thanks to Avinash) you can plug custom reports right into your analytics profile by just clicking on the below links. So, with these custom reports you’ll get to:

Sharing your customised reports

Once you’ve finished with your custom report, you might want to share it with your team. Custom Reports  sharing has been one of the most used features, allowing you to share a link to your custom report configuration with others.

Custom reports for your landing pages

CONCLUSION:

What determines the ranking position of any particular page is down to factors that are independent from the words on the page, in the form of links from other sites, social sharing, comments and many other factors.

When building your landing page apply all the above tips and you’ll radically improve your performance on the web. Be assured, in order to create a great landing page you must be directive, offer interesting stuff and value for money – that’s also called powerful content marketing. And it’s the only way to attract online visitors.

If you cannot write, there are some clever people out there, just go and search for a good SEO copywriter who can create and entice your readers with relevant content. This is what it matters to today’s audience – great copy and investing a little time and sometimes money could make you millions.. thank you for reading this post, if you like this article please share it with colleagues, friends and/or with the world.