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The ultimate content audit checklist | SEOptimise

The ultimate content audit checklist | SEOptimise | Integrated Brand Communications | Scoop.it

I think it would be fair to say that Google’s major algorithm updates in the last couple of years have seen us all asking ourselves some tough questions about the quality of what we’re putting on the web. This soul-searching has seen many reform their link building habits, while others have seen Google’s clamp-downs on web spam as an endorsement of the high-quality link building they’d been doing all along. But the focus hasn’t just been on links:  the Panda update in its various iterations has shown that high-quality on-site content is paramount. This has seen the necessary rise of the content audit, and as someone who has long been a stickler for top notch content, I thought I’d share with you the process I go through and the things I include when I audit a site. I’d be really interested to hear how yours differ from mine, so feel free to leave a comment and let me know about the processes you use and the things you look at!

The giant content audit spreadsheet – and why I don’t use it

A question that often comes up when a client wants a content audit is what form it should take. Many consider a content audit to be a giant spreadsheet with every single URL listed, along with marks out of 10 for various quality metrics. Because of the sheer scale, this method often relies to an extent on automation, but that only gets you so far; a true assessment of content quality requires a human eye, and for bigger sites it’s not practical to look through every single page. While the process of content auditing in this way certainly has its merits, the way I like to do it has more of a qualitative focus that I believe gives the client considerably more value.

Look at a representative sample

Most websites follow templates that ensure a uniform design throughout the site – or at least they should! This means that content can be split into content types – for example, homepage, service page, product description page, blog post, and so on. Each content type is there to fulfill its own purpose, and requires its own assessment as to how well it achieves its aims. So why waste time looking at every single URL on the site when the comments you’re going to be making about one page in a particular category are likely to apply to the others in that content group?

I believe that the key to a good and actionable content audit is to look at a representative sample of a site’s content, providing concrete observations and recommendations and exploring in depth the actual experience of people using the site. They are, after all, by far the most important consideration.

The big content audit checklist

I’ll start with a disclaimer:  every site is different. I’m not a believer in sticking rigidly to templates, and I typically use the headings below just as a starting point. I will often add or remove sections according to what’s appropriate for the site I’m looking at.

So, here’s what I would look at…

Russ Merz, Ph.D.'s insight:

Very useful guidelines.

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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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The 10 Companies With the Best Reputations Worldwide

The 10 Companies With the Best Reputations Worldwide | Integrated Brand Communications | Scoop.it
The companies with the highest brand reputation in the world's 15 largest economies are led by Rolex, Lego, and Disney, but the rankings varied (often significantly) by region. See the data here.
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Do you know the Top 10 Global Companies with the Best Brand Reputations? See this article for a research review.
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Ad Safety Boils Over in the UK. Will Brands Be Next to Act? - eMarketer

Ad Safety Boils Over in the UK. Will Brands Be Next to Act? - eMarketer | Integrated Brand Communications | Scoop.it
Greater public focus could see protection become a bigger concern
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Protecting brand integrity in social media advertising environments becoming a hot issue in digital marketing.
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What Brands Can Do to Win the Trust of Women - eMarketer

What Brands Can Do to Win the Trust of Women - eMarketer | Integrated Brand Communications | Scoop.it
Providing good customer experience is a start
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Research reported by eMarketer finds responding to customer feedback and being concerned about brand reputation among top factors building brand trust with women shoppers.
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Five Common Pitfalls and Best-Practices of Measuring Marketing and Advertising Performance

Five Common Pitfalls and Best-Practices of Measuring Marketing and Advertising Performance | Integrated Brand Communications | Scoop.it
To improve marketing and advertising performance and optimize spend, marketers must measure their marketing efforts. But you should avoid these 5 common mistakes - and use these best-practices.
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Do you know the 5 most common pitfalls and best practices for measuring marketing and advertising performance? See this article.
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Get the Most Out of Your Marketing Automation Tools [Infographic]

Get the Most Out of Your Marketing Automation Tools [Infographic] | Integrated Brand Communications | Scoop.it
Marketing automation is a big investment, as are the barriers to adopting and fully implementing automation tools. See the steps marketers can take to successfully implement marketing automation.
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Do You Know How to Get the Most from Your Marketing Automation Investment? If Not, See This Article.
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This Agency Dropped an App on International Women's Day That Detects When Men Interrupt Women

This Agency Dropped an App on International Women's Day That Detects When Men Interrupt Women | Integrated Brand Communications | Scoop.it
BETC Sao Paulo’s Woman Interrupted helps men realize when they’re cutting women off and shows women how pervasive the problem is for them.
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Agency Drops an App on International Women’s Day That Detects When Men Interrupt Women...#manterruption.
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How to Raise Your KPIQ: Key Performance Indicators and Your Marketing IQ

How to Raise Your KPIQ: Key Performance Indicators and Your Marketing IQ | Integrated Brand Communications | Scoop.it
Key performance indicators (KPIs) optimize your marketing performance only when you apply what you learn. Here's how to take a smart approach to marketing measurement that guides decisions.
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Need to get more out of your KPIs? Here's a three step approach for improving your KPI IQ that might be useful.
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How Brands Can Optimize TV Ads to Drive Product Discovery

How Brands Can Optimize TV Ads to Drive Product Discovery | Integrated Brand Communications | Scoop.it
Learn how brands can make their TV ads more effective by leveraging consumer impulse to search for items they see on TV, moments after the ad airs.
Russ Merz, Ph.D.'s insight:
Do you know how brands can optimize TV ads to drive product discovery? See this research report from Think With Google to find out more.
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The Rise of the Digitally Native Vertical Brand

The Rise of the Digitally Native Vertical Brand | Integrated Brand Communications | Scoop.it
These digitally native vertical brands (DNVBs) or v-commerce brands, for short, are trailblazing entirely new approaches to retail
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See how digitally native vertical brands (#DNVBs) or #vcommerce brands are trailblazing entirely new approaches to #retail
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Everett Bowes's curator insight, March 7, 11:23 PM
See how digitally native vertical brands (#DNVBs) or #vcommerce brands are trailblazing entirely new approaches to #retail
Everett Bowes's curator insight, March 7, 11:23 PM
See how digitally native vertical brands (#DNVBs) or #vcommerce brands are trailblazing entirely new approaches to #retail
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10 Visual Storytelling Rules Every Digital Marketer Needs to Know

10 Visual Storytelling Rules Every Digital Marketer Needs to Know | Integrated Brand Communications | Scoop.it
A list of visual storytelling rules for visual communicators, including the Hitchcock rule, "show, don't tell," follow a story arc, among others.
Russ Merz, Ph.D.'s insight:
How well is your visual storytelling working for your brand? Here are 10 guidelines to consider.
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Are Brands Spending Too Much Money on the Wrong Content? - eMarketer

Are Brands Spending Too Much Money on the Wrong Content? - eMarketer | Integrated Brand Communications | Scoop.it
Speakers at Social Media Week grappled with the issue
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Are you using the best marketing content to build your brand? Research finds some spend too much money on wrong content?
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7 biggest digital advertising trends for 2017 (Infographic)

7 biggest digital advertising trends for 2017 (Infographic) | Integrated Brand Communications | Scoop.it
Digital advertising trends show digital is now the largest advertising channel in U.S. It is expected to be the largest in the world this year.
Russ Merz, Ph.D.'s insight:
Want to know the 7 biggest digital advertising trends for 2017? See this article.
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Ori Ainy's curator insight, March 3, 2:44 AM
רבים מהמנהלים בחברות ה B2B  אינם מאמינים שפרסום ממומן בגוגל  רלוונטי עבורם שכן הם מעולם לא מקליקים על תוצאת חיפוש ממומן. הנתונים דווקא מורים אחרת .
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The Case for Diversity in Advertising

The Case for Diversity in Advertising | Integrated Brand Communications | Scoop.it
New research shows black millennials want to see more diversity in advertising. YouTube's director of diverse marketing spells out the business case.
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Is your brand successful in communicating to black millennials? The business case for why brands need to incorporate more diversity into their advertising if they want to make an impact.
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What the Rise of Virtual Reality Means for Marketing [Animated Infographic]

What the Rise of Virtual Reality Means for Marketing [Animated Infographic] | Integrated Brand Communications | Scoop.it
Virtual reality (VR) is transcending gaming and becoming a tool for marketers. Check out this GIF infographic to see how brands are using it as a marketing tactic—and how your company could, too.
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Want to Know How Virtual Reality is Used as a Marketing Tactic? See This Article.
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Big brands pull Google ads over extremist content fears | Netimperative - latest digital marketing news

Big brands pull Google ads over extremist content fears | Netimperative - latest digital marketing news | Integrated Brand Communications | Scoop.it
M&S has become the latest brand to “pause” its Google ads over fears it is appearing next to extremist content, following similar decisions from McDonald’s, L’Oreal, Tesco, major banks and the UK government. Last week, the UK government decided to remove its adverts from YouTube – which is owned by Google – after it emerged ... [Read more...]
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Big brands concerned about ad placement next to extremist content in YouTube video streams. Is social media ad environment becoming an important issue in protection of brand assets?
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Flowchart: Use the Right Digital Advertising Strategies and Metrics for Your Campaigns [Infographic]

Flowchart: Use the Right Digital Advertising Strategies and Metrics for Your Campaigns [Infographic] | Integrated Brand Communications | Scoop.it
Digital marketing campaigns come down to selecting the right strategy and using the right tactics and metrics to achieve and measure campaign results. This flowchart infographic can help!
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Need Some Help Choosing the Right Digital Advertising Strategies & Campaign Metrics? See This Article For Some Useful Guidelines.
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Marketing Technology Tool and Platform Use

Marketing Technology Tool and Platform Use | Integrated Brand Communications | Scoop.it
Most companies use 6 or more martech tools or platforms in their marketing stacks, research finds. Fully 1 in 3 don't have a strategic plan for developing their stack. Check out more stats!
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How Does Your Marketing Technology Stack Compare to Norms? See This Research Report.
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Digital Branding From Google’s Perspective

Andrew Leonard, Agency Development Manager at Google, talks with Ryan Rieches about micro moments and what companies like Home Depot, Red Roof Inn an
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Looking for Digital Branding Guidelines? See These Best Practices from Google.
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Everett Bowes's curator insight, March 10, 5:36 AM
Looking for Digital Branding Guidelines? See These Best Practices from Google.
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A New Era for Movement Brands: 6 Lessons from the Women’s March | Sustainable Brands

A New Era for Movement Brands: 6 Lessons from the Women’s March | Sustainable Brands | Integrated Brand Communications | Scoop.it
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What lessons can brands take away from movements like #ADayWithoutAWoman ? Here are 6 key insights.
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Your Brain on Video: Use Emotions to Tell Your Brand Story [Infographic]

Your Brain on Video: Use Emotions to Tell Your Brand Story [Infographic] | Integrated Brand Communications | Scoop.it
To tell your brand story through video, you'll need to use human emotions to reach and connect with viewers via images. This infographic explains emotional motivators and techniques you can use.
Russ Merz, Ph.D.'s insight:
Do you want to know how to better connect with customers? See this article about how #videomarketing enhances brand stories.
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Everett Bowes's curator insight, March 7, 8:33 PM
Do you want to know how to better connect with customers? See this article about how #videomarketing enhances brand stories.
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What is ‘digital branding’? - Smart Insights Digital Marketing Advice

What is ‘digital branding’? - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it
The term digital branding is often used, but what actually is ‘digital branding’? As a strategist and brand planner, I find the use of the term 'digital br. Marketing topic(s):Brand development. Advice by Expert commentator.
Russ Merz, Ph.D.'s insight:
Do you need a definition and guidelines for developing a digital branding strategy? See this article.
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How to Architect Your Content Strategy

How to Architect Your Content Strategy | Integrated Brand Communications | Scoop.it
Learn why you should architect your content strategy and how one company created a practical way to do it – Content Marketing Institute
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Need some guidelines for building out your brand content strategy? See this article!
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Small Businesses Shift Marketing Spend to Digital - eMarketer

Small Businesses Shift Marketing Spend to Digital - eMarketer | Integrated Brand Communications | Scoop.it
SMB owners move their dollars to mobile, social, video and search
Russ Merz, Ph.D.'s insight:
Research finds small businesses shifting more marketing budget to digital marketing programs. How does your company compare?
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Global RepTrak 100 | Top Companies by Reputation | Most Reputable Companies

Global RepTrak 100 | Top Companies by Reputation | Most Reputable Companies | Integrated Brand Communications | Scoop.it
Reputation Institute's Global RepTrak 100 is the largest and most highly referenced reputation research database of most reputable companies— best known as the Forbes-published Global RepTrak® 100, the world’s largest study of corporate reputations.
Russ Merz, Ph.D.'s insight:
What are the most reputable companies? See the latest ranking by the Reputation Institute for 2017.
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Tips for Your Instagram Posts, Plus a Perfect Profile Page [Infographic]

Tips for Your Instagram Posts, Plus a Perfect Profile Page [Infographic] | Integrated Brand Communications | Scoop.it
These actionable tips will improve your Instagram profile and help you post images that attract followers and customers. See how to use Instagram for marketing your product, brand, or yourself!
Russ Merz, Ph.D.'s insight:
Need Some Tips for Your Instagram Posts & Profile Page? See This Article.
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