Site content audit and the main actions included in it
When developing any business site, the sequence of actions of the webmaster is extremely important.
First you need to determine the range of tasks that the site should solve, and only then proceed to its direct creation. The same can be said for website content. Before optimizing content, you need to analyze its current state (perform an audit). Otherwise, there will be no way to learn about the need for optimization, as well as what exactly needs to be optimized.
Thus, the audit of the site content is aimed at identifying various shortcomings in this very content in order to correct them later. Below we list the steps that are typically performed when auditing site content.
- It turns out whether the site contains text content in sufficient volume. When assessing the volume of content, one must proceed from the tasks assigned to the site. For example, for an online content store, you don’t need as much as for a purely informational site.
- It turns out whether the site contains various types of content (text, images, video) in the optimal volume. Here you should also take into account the specifics of the site. On a classic informational or corporate site, text usually dominates (70-90% of the total content).
- The quality of the content (graphics, text, video) is evaluated. The text is especially carefully evaluated. The quality of the text means the absence of errors of any type, literacy and consistency in the presentation of information.
- It turns out whether the text content in the program code of the site is available to search engines (after all, search robots index the code itself). The text in the program code must be physically visible. It must not be enclosed in noindex tags.
- It turns out whether all the necessary meta tags are present in the source code (title, description, and some others).
- Finds out if alt text is written for images. The alt text is formed using the alt and title attributes and is needed so that search engines can identify the image.
- The main key phrases and words of the site are determined. Next, these phrases and words are compared with those that were originally conceived and for which you want to promote the site. If there are many differences between them, then the content needs to be optimized.
- The percentage of noise words in the site content is determined. Noise words include words that are usually not taken into account by a search engine when indexing a page (prepositions, conjunctions, pronouns, etc. ). It is desirable that there are not too many noise words.
- The percentage of random search queries that bring visitors to your site is determined. If there are a lot of such requests, then the content will also need to be optimized.
- It turns out if there is search engine spam on the site (excessive content of keywords, excessive text formatting, keywords in invisible layers of the page, etc. ). If at least something of this is found, then it will be necessary to correct the identified shortcomings.