Content SEO Audit

By | August 26, 2019


hi I’m Paris Childress CEO of hop
online and in this video I wanted to take you through our content SEO audit
process so here on the screen we have a sample content SEO audit for a travel
website and on this first tab we just describe the elements that are contained
in this spreadsheet so first we have keyword research next we have keyword
mapping and finally we have site structure so let’s dive into some
keyword research here and the first thing that you’ll notice is we have
lists of keywords that are organized into groups or parent topics and this
helps us keep things organized because typically each parent topic should have
its own page on the website if it’s relevant and it has enough quality
demand so the first section here is the size of the demand of the keyword so
we’re looking at the monthly search volume we also are looking for how many
clicks per search that keyword generates because some keywords generate zero
clicks if it’s an instant answer or mobile for example and then this is
going to give us our estimated monthly organic clicks for the keyword next
we’re going to look at search features because search features generally
represent more opportunities to get your brand on the first page of Google we see
the Google ads competition and the average cost per click so that’s an
indication of the commercial value of the keyword and its competition in
advertising environment and finally we look at the intent of the keyword
whether that be purely informational perhaps consideration transactional or
navigational so that does depend on the level that we’re in but typically
keywords with consideration or transactional intent tend to be more
competitive but also more valuable so what we want to do is use all these
factors to make a decision about what is the best keyword or small group of
keywords that we want to target for each main page of a website so once we make
these decisions we take those target keywords into what we call mapping
exercise and what we do here is we map those chosen keywords
to each of the pages and this is organized in this mapping tab so here we
have again we have the group of keywords that we want to target we are noting
whether there’s a single page that exists that we’re mapping to or perhaps
there’s multiple pages that exists which might need to be consolidated into a
single page or sometimes there is no page that exists so in that case we
would suggest creating a new page for the target keyword and then
incorporating that page into the site structure so this is the URL of the page
we are pulling some data from Google search console on the the current clicks
from the last 30 days to the page the average position the page length in
terms of its word count and based on that data we have some recommendations
for the content of the page that might be to improve the pages length and
quality if we think that there’s not basically not enough content on the page
given its importance and its position in the site structure we might recommend
merging multiple pages into a single page to create one more powerful page
that can rank better or we might just simply recommend keeping a page as is if
you think it has enough content and the content is high quality we also observe
the number of internal links to the page and we make a recommendation about
whether we feel that that’s an appropriate number of internal links
typically more internal links will give a page higher authority and higher
ability to rank so in this particular case we would recommend either that
there is no change needed or that there need to be there needs to be more
internal links built to that page and then finally the actual mapping is
taking looking at the current page title and improving it and suggesting a new
page title here and we’re creating that page title based on the keyword that we
have selected as the best opportunity and we’re also trying to drive a high
click-through rate by having an appealing message in that page title so
the next element of the so-called SERPs Nippert the search engine result page
snippet is the Meta Description tag and just as we reviewed and rewrote and
optimized page titles we do the same thing for the Meta Description tag and
in each case we have to check the length both for the page title in the Meta
Description to make sure that it will fit entirely on the search result page
both for desktop and mobile and it won’t be cut off or truncated and these last
few tabs we are just tracking the implementation of our recommendations so
here we work post audit with clients to make sure that if we all agree on these
changes that they actually get implemented in a timely fashion
so basically that is the content audits and this is the main deliverable that
you would be receiving with a Content audit with with our with our agency hope
that’s helpful and we’re here to answer any questions that you might have thanks

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