Unlock Your Video Production Company's Success with Proven SEO Strategies
Table of Contents
- Introduction
- The Importance of Performing a Content Audit
- Tools Needed for a Content Audit
- Steps to Perform a Content Audit
4.1. Set up Screaming Frog SEO Spider
4.2. Connect Google Analytics
4.3. Connect Ahrefs/Majestic/Moz
4.4. Start Crawling the Website
4.5. Export the Data
4.6. Analyzing the Data
4.7. Pruning Low-Performing Pages
4.8. Dealing with Keyword Cannibalization
4.9. Refining the Content Strategy
- Conclusion
The Importance of Performing a Content Audit
🔍 Are you a local business owner looking to improve your website's performance? A content audit is a crucial step in optimizing your online presence. By thoroughly analyzing your website's content, you can identify and address issues that may be hindering your search engine rankings and user experience. In this article, we will guide you through the process of performing a content audit for a local business, using the tool Screaming Frog SEO Spider, along with Google Analytics and Ahrefs. Let's dive in!
Introduction
Imagine you own a local video production company based in St. Louis, called StoryTrack. You understand the importance of having an effective online presence, but are unsure about the performance of your website's content. This is where a content audit comes in. By conducting a content audit, you can gain valuable insights into the strengths and weaknesses of your website's content, and make informed decisions about how to improve it.
The Importance of Performing a Content Audit
🔍 Are you a local business owner looking to improve your website's performance? A content audit is a crucial step in optimizing your online presence. By thoroughly analyzing your website's content, you can identify and address issues that may be hindering your search engine rankings and user experience. In this article, we will guide you through the process of performing a content audit for a local business, using the tool Screaming Frog SEO Spider, along with Google Analytics and Ahrefs. Let's dive in!
Tools Needed for a Content Audit
To perform a content audit, you will need a few essential tools. The primary tool we will be using is Screaming Frog SEO Spider. This tool will crawl your website and gather valuable data on each page. Additionally, you will need access to Google Analytics to gather traffic and engagement data, as well as Ahrefs (or another similar tool) to analyze backlink data. These tools will provide you with the necessary information to make informed decisions about your website's content.
Steps to Perform a Content Audit
Now that you have the necessary tools, let's dive into the step-by-step process of performing a content audit for your local business.
4.1. Set up Screaming Frog SEO Spider
To begin, open the Screaming Frog SEO Spider tool and ensure that you have the URL of your website copied. On the right-hand side of the tool, under API, click on API and connect your Google Analytics account. This step is crucial as it will allow Screaming Frog to pull the necessary data from Google Analytics for your content audit.
4.2. Connect Google Analytics
After connecting Google Analytics, choose the account you want to audit. In this case, select the StoryTrack account and set the segment to organic traffic. This will help determine which pages are worth keeping based on their organic search traffic.
4.3. Connect Ahrefs/Majestic/Moz
Depending on the SEO tool you have access to, connect Ahrefs, Majestic, or Moz to Screaming Frog. For this article, we will be using Ahrefs. Once you click the gear icon, a pop-up window will appear. Click on connect and ensure that the connection is successful. The data from these tools will provide valuable insights into the backlink profile of each page on your website.
4.4. Start Crawling the Website
With the API's prepared and the connections established, click on start to allow Screaming Frog to crawl your entire website. This process will collect data from Google Analytics and Ahrefs for each URL on your website. Once the crawling process is complete, you can proceed to analyze the data gathered.
4.5. Export the Data
To make the analysis easier, export the data gathered by Screaming Frog into an Excel file. This will allow you to filter and sort the data more efficiently, making it easier to make informed decisions during the content audit.
4.6. Analyzing the Data
Upon exporting the data, it's time to analyze it. First, add a filter to the data to identify pages that are not necessary for the content audit. For example, H2 columns may not have a significant impact and can be deleted. Next, focus on the indexability column to determine if there are any pages that shouldn't be indexed or vice versa. Sort the data to identify canonicalized URLs, no-indexed tags and categories, and pages with server errors. Take note of any issues that need further investigation.
4.7. Pruning Low-Performing Pages
After identifying pages that need attention, evaluate their performance based on organic search traffic, backlinks, and word count. Pages with low traffic, no backlinks, and insufficient word count may not be worth keeping. Consider deleting or 404'ing these pages as they are not contributing to SEO or business goals. Additionally, review informational pages that are not relevant to your business and may need to be removed or redirected.
4.8. Dealing with Keyword Cannibalization
Keyword cannibalization occurs when multiple pages target the same or similar keywords. While reviewing your pages, check for instances of keyword cannibalization. Adjust titles or content to ensure each page has a distinct focus and targets relevant keywords effectively.
4.9. Refining the Content Strategy
Based on the findings from the content audit, refine your content strategy. Focus on creating high-quality pages that align with search intent and target both informational and transactional keywords. Streamline your website by removing unnecessary or low-performing content, and ensure that remaining pages provide value to visitors and align with your business objectives.
Conclusion
Performing a content audit is a crucial step in optimizing the online presence of your local business. By using tools like Screaming Frog SEO Spider, Google Analytics, and Ahrefs, you can gain valuable insights into the performance of your website's content. Through the process of analyzing the data and identifying low-performing pages, you can refine your content strategy and optimize your website for better search engine rankings and user experience. Take the time to conduct a content audit, and you'll be on your way to a more successful online presence for your local business.
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