Audits & strategy
Content audit
Together with you, I establish which content and URLs are covered by the audit (blog, categories, landing pages), the language areas and the level of detail. We define the assessment criteria and business priorities, and choose between a full audit and a sample. I collect access and materials: traffic data, conversions/micro-goals, the list of URLs, the site structure and content guidelines.
About the service
Defining the scope of the content audit and preparing access and input data
About the content audit service
A few service details- Defining the content types to be audited
- Assessment criteria and business priorities
- Decision: full audit or sample
- Required access to data
- Inventory of URLs and site structure
- Mapping URLs to goals and conversions
Work process
The content audit process: scope, data and decisions for each URL
I start the cooperation by clarifying exactly what will be assessed and against which criteria. I then collect access and input materials in order to link content to results. On that basis I move on to the inventory and the analysis, which put the priorities for the URLs in order.
- 01/ 03
Scope and goals
Together we define the content types, the language areas, the level of detail and whether the audit covers everything or a sample.
- 02/ 03
Access and materials
I collect data on traffic and conversions or micro-goals, the list of URLs (if one exists), information about the site structure and the brand and content guidelines.
- 03/ 03
Inventory and conclusions
I link URLs to performance data, traffic sources, queries or topics and conversions in order to work out the priorities and recommendations that lead to decisions for individual URLs.
Defining the scope and goals of the content audit
Defining the scope and goals of the content audit means specifying precisely what will be assessed and against which criteria. At this stage we jointly define the content types to be audited (e.g. blog, categories, landing pages), the language areas and the expected level of detail. In parallel, we set the assessment criteria and business priorities that will influence how the data and recommendations are interpreted. As a result, the subsequent work leads to clear decisions for individual URLs.
As part of these arrangements, a decision is also made on whether to carry out a full audit or an audit of a sample, depending on the number of URLs and the budget. The range of content types is clarified too, including whether the analysis covers informational content only or also service pages/categories, product descriptions, multimedia and resources (e.g. PDFs). These choices affect the inventory, the way performance data is collected and the final form of the recommendations.
Access and input materials for the audit
Access and input materials for the audit are the set of data and information that make it possible to link content to results and assess priorities correctly. Access to traffic and conversion data is needed and, if one exists, a ready-made list of URLs. Information about the site structure and any brand and content guidelines are also used, so that the assessments are consistent with the adopted standards. On that basis it is possible to carry out the content inventory and the further analysis.
Consistent measurement of results is also key, because decisions are meant to be based on data and not solely on a qualitative assessment. In practice this means defined goals and correctly collected conversions or micro-goals (if they are measured), as well as URLs assigned to content types. These conditions affect the stage of collecting content performance data, including linking URLs to visits, traffic sources, queries/topics and conversions. The more complete and better organised the input materials, the clearer the later recommendations and priorities will be.
- Traffic data and conversions and/or micro-goals (if they are measured).
- List of URLs (if one exists) and information about the site structure.
- Brand and content guidelines, if any apply.
Content inventory: URL list and attributes
The content inventory consists of collecting a complete list (or an agreed sample) of the URLs included in the audit. In practice this means preparing a single list of the pages that contain content and organising them in a way that allows further analysis. Basic information describing the page is added to each URL, so that later assessments and decisions are comparable across different page types. This stage is the basis for linking content to performance data.
As part of the inventory, attributes are collected that make it possible to quickly assess the nature and freshness of the content and its place on the site. This includes, among other things, the page type, the status and the elements of the content structure visible on the page. This makes it possible to go on to compare the content with results and identify the areas that need revising or supplementing. The URL list with attributes is also the reference point for the later recommendations for individual pages.
- URL and page type (e.g. article, category, landing page).
- Page status.
- Titles and headings.
- Content length.
- Publication and/or update date.
Collecting content performance data
Collecting content performance data consists of linking each URL to data on visibility and user behaviour. At this stage, information showing how individual pieces of content perform in practice is added to the previously prepared list. The analysis covers, among other things, visits, traffic sources and the queries or topics with which a given URL is associated. If conversions or micro-goals are measured on the site, they are also assigned to the relevant pages.
The quality of this stage depends on consistent measurement of results, because the decisions are meant to follow from data assigned to specific URLs. This means that, wherever possible, goals and correctly collected conversions and/or micro-goals are taken into account, and the content is clearly classified by type. The collected data is the basis for the further assessment of how well the content matches the intent and the topic, and for drawing conclusions at the scale of the whole site. As a result, the recommendations can take into account both the quality of the content and its real role in acquiring traffic and getting users to act.
- Visits to the URL and traffic sources.
- Queries and/or topics related to the content.
- Conversions or micro-goals (if they are measured).
Assessing how well content matches user intent
Assessing how well content matches user intent means checking whether a given page really answers the user’s needs for the keyword or topic assigned to it. I analyse the completeness of the answer and whether the content covers the key elements the user may expect in that context. I also verify the order of the information, so that the user can reach the most important passages quickly and without unnecessary barriers. The clarity of the answer matters as well — that is, whether the page communicates the essence in a readable and unambiguous way.
As part of this assessment I check whether the content format suits the purpose of the page and the search intent, e.g. whether the topic is better delivered as a guide, a service page or an FAQ section. This makes it possible to point out the places where the content needs clarifying, reorganising or a change in how the information is presented. The results of this part of the audit are the basis for the further mapping of content to the information architecture, including identifying topic gaps and the supporting pages that are needed. On that basis it is also easier to determine which URLs have potential for growth and how to set the priorities for the work.
Analysing the editorial quality and usability of content
The analysis of editorial quality and content usability focuses on whether the page is easy for the user to take in and creates no barriers. I verify the readability and structure of the text, including the way headings and paragraphs are used, so that the content is easy to scan and understand. I also check the consistency of the language within the page, so that the communication is uniform and predictable. The elements that support the user’s decision, such as arguments, examples and CTAs, are assessed too.
In this part of the audit I identify the barriers to reception that can lower the usability of the content even when the topic is covered correctly. I consider whether the structure and the way the narrative is led help the user take the next step, and not just read the content. The conclusions from the editorial assessment are then set against the further assessment of on-page SEO elements, so that the recommendations cover both the communication layer and the elements that affect indexability and how the page is interpreted. As a result, the decisions for individual URLs can take into account not only “what” is written, but also “how” and “whether it can be used conveniently”.
Testimonials
What clients and the industry say
Feedback from clients and industry people I have worked with on SEO projects.
I had the chance to work with Kuba at Kulturalnie o SEO, an event I organise. Kuba did a great job as a speaker and received high marks from the audience. He showed professionalism and broad knowledge. In other projects at Vestigio, Kuba shows enormous commitment, a willingness to explore and implement new ideas, and excellent organisation of his work.
01 / 08
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