The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- What is a content audit
- How to determine what content is good
- How you get started with a content audit
- The steps to doing an audit
- How often you should do an audit
Episode Title: How to Perform a Content Audit for Your eCommerce Site
Guest: Arlen Robinson, Co-founder and VP of Business Development at OSI Affiliate Software
In this special episode of the eCommerce Marketing Podcast, host Arlen Robinson shares the audio from his presentation on how to conduct a content audit for your eCommerce site. With content being crucial for SEO, Arlen emphasizes the importance of auditing your website’s content to ensure it adds value and meets SEO standards.
Key Takeaways:
- Introduction to Content Audits (00:00:31):
- Explanation of the importance of content audits for SEO and user experience.
- Arlen’s background and the relevance of content audits in improving website traffic.
- What is a Content Audit? (00:04:00):
- Definition of a content audit and its purpose in improving user experience and organic search traffic.
- The primary goals of a content audit: improving, deleting, or consolidating content.
- Who Should Do a Content Audit? (00:06:00):
- Businesses with established websites and accumulated content should perform content audits.
- Brand new websites may not need a content audit immediately.
- Frequency of Content Audits (00:07:30):
- Recommended frequency: once a year for average-sized websites, and every 1.5 to 2 years for larger websites.
- Steps to Conduct a Content Audit (00:09:00):
- Using tools like Screaming Frog SEO to compile a list of all website pages.
- Creating a spreadsheet with an action column to determine the fate of each page (leave, delete, improve, consolidate).
- Criteria for Content Actions (00:11:00):
- Leave: Essential pages such as product or service pages.
- Delete: Pages with no value, minimal traffic, no social shares, or outdated content.
- Improve: Pages with some social signals, traffic, and relevant but outdated content.
- Consolidate: Lean pages that need additional content.
- Actionable Homework (00:16:00):
- Using an SEO tool to extract all site pages and decide actions for each.
- Importance of examining existing content before adding new content to uncover hidden gems that need minor improvements.
Guest Information:
- Name: Arlen Robinson
- Position: Co-founder and VP of Business Development at OSI Affiliate Software
- Website: OSI Affiliate
