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Creating “Mobile Friendly” Content

mobile-content

Original Image (Flickr:mobilyazilar)

This week’s blog post develops the theme introduced last weeks, that of mobile computing, this week will specifically address content tailored for a mobile audience. Given the increasing use of mobile devices, (smartphones and tablets) it makes sense to ensure that your website content is readily consumable by mobile device users, this week blog post will examine how can website content be tailored for a mobile audience.

Research has shown that mobile users value convenience highly as Jessica Davis infers:

‘Mobile users are known to abandon their attempts to visit any website if it takes more than a few seconds to load’ Jessica Davis (zemanta.com)

Key point

Mobile Users expect websites to load quickly & to be convenient for them to use on a mobile device, if your website fails to meet their requirements they are quite likely to leave it and go elsewhere for the information they need

Mobile Content guidelines

Snappy Headlines

Copywriters need to use smaller headlines to grab the attention of mobile users; this coincides with the shorter tail of search for mobile users (in short mobile users tend to use smaller search queries)

Images

Images also need to be smaller download sizes to be suitable for mobile phone users; there are two main technologies for adjusting the size of images adaptive & responsive. Additionally there is a need for caution to be exercised when selecting website images, detailed high-resolution graphics which may look perfect for desktop users maybe unreadable for mobile audiences.

Forms

Forms are another design consideration that requires careful attention to detail; otherwise what is a perfectly good form for desktop users could be a usability nightmare for mobile users. Given the low tolerance of mobile users for slow awkward interfaces failing to design with them in mind and accounting for the characteristics of mobile browsers (such as field zoom on forms) could be a costly mistake.

Key point

Mobile devices display things differently to desktop equivalents, your usability testing needs to take this into account otherwise you may fail your mobile audience

eBooks

In addition to these website usability considerations, content such as eBooks should not neglect mobile audiences, with care it is possible to ensure that mobile users can enjoy eBook content.

Parting thoughts

Given the impressive growth of mobile computing it would be ill advised to neglect mobile users when developing a company website. Having a responsive website is an excellent starting point but mobile considerations need to influence every aspect of the website including the content it contains. Bloggers such as Susan Waldes (searchengineland.com) have bemoaned the lack of consistent quality control on the mobile web, Waldes suggests that ‘the mobile web of today reminds me of the regular web of 1999’(searchengineland.com) even larger companies such as Marin & LinkedIn are guilty of these inconsistencies when providing content which fails to meet the expectations of mobile users. Given the rapid growth of mobile computing with it predicted to account for a greater share of UK search traffic than desktop by 2014.Surely it makes sense to differentiate your brand by developing a website & content which comfortably exceeds the expectations of mobile users?

Why your business cannot afford to neglect mobile search

mobile search

mobile search

This weeks blog post will examine Mobile Search, I’d like to start this weeks post with an easily understood definition of what exactly mobile search is

Defining mobile Search

Definition of mobile search: using a web-enabled mobile device – feature phone, smartphone or media tablet – to query a search engine, using a relevant word or phrase – e.g. “emergency plumber in Manhattan” – known as a search term.(Source:Mobiforge.com)

Mobile Search is the practice of querying a search engine from an internet connected handheld device such as a smart phone(Source:techtarget.com)

My definition is as follows:

Key point

Mobile Search is any search conducted using a mobile device (smartphone or mobile), which may take advantage of the devices GPS tracking.

Why is mobile Search important?

Mobile Search continues to account for an increasing share of searches with mobile search predicted to overtake desktop search in the UK in 2014(intelligentpositioning.com), research by fresh egg shows that just over half (52%) of UK smartphone owners search daily, this figure is likely to continue growing as 4G technology becomes more widely available in the UK.

Key point

Mobile Search continues to account for a larger proportion of Uk searches with it predicted to overtake desktop search in 2014.

Icebreaker consulting found that 40% of mobile users will navigate to elsewhere if presented with a search result which does not cater to a mobile audience (source: vocus.com) in addition vocus.com found that mobile users expect a website to be quick loading (loads in less than 3 seconds)

Key point

Mobile Searchers value convenience highly and are likely to visit another site if dissatisfied with a search result, which fails to cater to their needs

How can you cater to mobile users?

Google recommend 3 approaches for accommodating mobile phone users these being:
I. Responsive Web Design
II. Adoptive web design
III. Dedicated Mobile site
There is some debate as to which is the best approach with Google preferring the responsive route

A question of Quality

Susan Walders suggests that the mobile web of today reminds her of the standard web of 1999 she also questions why so little effort is spent checking the quality of mobile websites compared to their desktop counterparts, if even major brands are failing to provide good quality mobile websites (source:searchengineland.com), the problem is likely to be much more severe at SME level.

Parting thoughts

Mobile Search continues to grow in importance and this trend is likely to continue into the future s tablet ownership becomes more widespread and 4G capable smartphones become widely available. This means that businesses cannot afford to neglect mobile users, and their websites need to cater to the specialist requirements of mobile users

What exactly do mobile users require?

Aleydra Solis argues that

‘Mobile SEO differs from desktop SEO since it’s specifically targeted to the mobile search environment, taking into consideration the specific mobile user’s search behaviour and intent, and the characteristics, requirements and restrictions of the mobile web platform from a content, interface and technical perspective.’ (econsultancy.com)

This suggests that simply having a responsive website is not enough to completely cater for the requirements of mobile users, content also needs to be tailored accordingly with less emphasis on long tail keywords.

To G or not to G? re-examining Google plus

googleplus
This weeks Blog Post has been rather a difficult one to write. it concerns the Google plus network, which I’ve examined in previous posts. Rumours continue to surround the future of the Google plus with observers split on the future of Google plus, one thing is for sure there’s an awful lot of confusion concerning Google plus, I’ll attempt to clarify matters with this article and examine the cases for and against Google plus together with my conclusions.

Social Network or Social Layer?

One of the most fundamental confusions has been concerning the purpose of Google plus, is it a social network a la Facebook and twitter or a Social Layer which integrates Google’s family of products such as You Tube, Google Calendar, G Mail and Google Docs. Unhelpfully I think its a bit of both and I’ll use two definitions of Google plus for the rest of this article, these being:
Social Network this is the service accessed by pressing the plus button when logged into a Gmail account with circles
Social Layer this is the way that Google plus accounts are integrated with services such as You tube(I can leave comments on you tube using my Google account)
More confusion stems from how Google calculates User figures for Google plus, the Bloomberg BusinessWeek famously described Google plus as a ‘ghost town’ and the social network is fairly quiet especially compared to its main rival Facebook, does pressing a plus button on an external website characterise someone as an active Google plus user? When compared against the Facebook social network Google plus has undoubtedly been a failure. I’ll now examine the arguments from both camps before offering my conclusions on Google plus

The Futures bright!

Most of the positive posts about Google plus’s future are now getting rather old they certainly predate the departure of Vic Gundotra from Google in April 2014 (he’s generally regarded as the main driving force behind Google plus), most of the Google plus articles since that watershed are considerably less upbeat. Generally the positive posts had an element of “Wait and See” about them and pointed to the potential of the Google plus, a potential I’d argue was hinted at but never truly fulfilled

Its dead in the water

After April 2014 the general view is less upbeat with some observers such as TechCrunch describing Google plus as walking dead this is despite protestations from Google spokespersons to the contrary,Marketingprofs.com point to Google transferring resources to other projects suggesting that

It doesn’t take a rocket scientist to see that Google+ has been massively deprioritized internally and is being disassembled, piece by piece.(Marketingprofs.com)

If taken alongside other consideration such as the ditching of Google Authorship in June 2014 and the fact that the creation of new G Mail accounts no longer integrates new users into the Google plus superstructure, the future of Google plus as both social layer and social network looks pretty bleak.

Conclusions

Personally I don’t feel that Google plus has much of a future as either social network or social layer however it would in my opinion be premature to discount it altogether as it is still integrated with local search even if in a somewhat haphazard manner, I do feel it would a waste of time and resources trying to develop a major presence on the Google plus Social Network however maintaining at least a company profile page would make some sense even if its just for Google local purposes.

Why should I blog?

bloggingOriginal Photo (Flickr:Jacob Bøtter)

• Businesses that blog have 55% more web visitors.
• B2C businesses that blog generate 88% more leads per month.
• B2B businesses that blog generate 67% more leads per month.(j6design.com.au)

Most people are familiar with term blogging these days, even if they don’t know exactly what it means, it’s simply a combination of the terms web and log, log here meaning ‘to record incidents or facts’ like the Captains Log which Star Trek fans are familiar with, an online notebook or journal is a good way to picture it. This two part post will examine both the benefits of business blogging and look at what sort of topics should your business blog be examining, I’m aware both these topics have been covered to death elsewhere but I really want to go beyond the typical 5 benefits of blogging post and cover everything the blogging neophyte needs to know, I often encounter misconceptions as to what blogging is about , Some people think that blogging is basically an online place where people rant to rail against the rest of the world, some personal blogs are like this, however I’d advise not adopting this approach for a business blog where your company is represented.

What’s in it for me? Why the benefits of business blogging

‘The benefits of a website (for business) are undeniable. As a platform for websites, blogs magnify those benefits tremendously, delivering on them better than a non-blog website can.’ (Michael Martine quoted in Wayne Liew)

Search Engine Optimisation

A blog is a great asset from a Search Engine Optimisation perspective, a well researched, informative, useful and interesting blog is a great way to demonstrate expertise in a niche (preferably one your clients are interested in), speaking personally it was a blog post about EU cookie law which generated the most links to my website(if not invites to parties), thus dramatically boosting my websites search engine performance, this neatly leads to the next benefit of business blogging

Authority

You may possibly have encountered the term ‘thought leader’ whilst exploring the web its merely a fancy way of saying ‘industry expert’, what better way to demonstrate your expertise in a subject than a regularly updated blog or column? Webreference argue that ‘The appearance of authority is also important to online businesses. Customers will be much more likely to use your service or purchase your goods if they see you as an authority on a particular subject.’(webreference.com), this is a point underlined by j6design
’If your company’s blog contains well-written, insightful content, internet users will be more likely to think highly of your company and consider your company a leader in its field.’ (j6design.com.au)
The Authority of websites is an important factor when ranking search engine results

In Conclusion

Blogs provide an inexpensive way to demonstrate knowledge and expertise. They offer an effective way to develop content, which can be shared easily on social media to publicise your company and to develop brand awareness, in addition it enables you to make your company appear more accessible (especially if your blog supports comments) This conversational aspect is important as it gives you a perfect opportunity to gauge what is important to your customers and to tailor your products and services accordingly. A business blog could be justified for these benefits alone (there are plenty more), to discover how Carl Potts Designs could help you with your company blog, contact me today.

Citations

1. 10 Benefits for Businesses to Start Blogging by Wayne Liew
(http://www.wayneliew.com)
2. 10 Big Benefits Of A Busy Business Blog: (And How To take Advantage) | Webreference.com
3. Why have a business blog? How can a blog help my business?
(http://www.j6design.com.au)

Google pigeon, what does it mean for your business?

blog19SeptThis weeks article will examine Pigeon a recent Algorithm change introduced by Google, note Pigeon is a moniker bestowed by the searchengineland.com website for the change and not the official Google name for the Algorithm change. I’ll examine what has changed as a result of penguin and how this will affect smaller businesses and any implications this may have.

What has changed as a result of Pigeon?

The most obvious change has been to the appearance of the local pack in the Google Search Engine Results Page (SERP, On Search Engine Land, Greg Gifford highlights this with a number of searches

• “used cars” = seven-pack

• “used cars louisville” = no map pack

• “used cars louisville ky” = three-pack

He argues that before pigeon all of these searches would have resulted in a seven-pack display, this is no longer the case, but results can be somewhat random. Detailed research has been undertaken by companies such as brightedge. This shows that local pack results vary by industry, with industries like real estate/estate agents taking quite a big hit as a result of Pigeon, with much less likelihood of gaining a 7 pack listing (source:brightedge.com)

Another change has been to correct what has been described as ‘the yelp problem’ by some industry observers.

What is the Yelp problem?

The Yelp Online directory complained to Google about Yelp SERP listings appearing below listings of Google owned services such as Google plus and Organic Google local, SeachEngineLand.com suggests that this problem has been rectified for a range of local business directories and not just Yelp! Listings, here is Search Engine Lands verdict on this aspect of the Pigeon algorithm changes

It looks like Yelp and other local directory-style sites are benefiting with higher visibility after the Pigeon update, at least in some verticals. And that seems logical since, as Google said, this update ties local results more closely to standard web ranking signals. That should benefit big directory sites like Yelp and TripAdvisor — sites that have stronger SEO signals than small, individual restaurants and hotels are likely to have. (Search Engine Land.com)

Hyperlocal Search & Smartphones

Some Industry experts such as Mike Blumenthal and Andrew Shotland have suggested that the pigeon update results in greater hyper localisation of Search Results

What is hyperlocal Search?

Hyperlocal searches are conducted in a specific locale, womeninbusiness.com offer the following definition, hyperlocal=local community. Google offer the following definition ‘Hyperlocal distance information lets your customers know how close they are to your business. Available on smartphones, hyperlocal ads gives users down-to-the-block-level detail about your business including your address, phone number, and where you are on Google Maps for Mobile.’(Google.co.uk) Given the growing importance of mobile/local search adjusting the search engines to really take advantage of smartphone technology makes a lot of sense. The advice offered by Google is fairly standard when considering local search results, its important to make sure your businesses NAP (Name, Address, Phone number) is displayed on every page of your website. Its also important to ensure that this information is consistent around the web (i.e. the same NAP is used in business directories)

Understanding the impact of Visual Content

visual content

(source Flickr:Shineswithoutend)


Although I attempt to avoid the use of clichés, sometimes they are the best way to illustrate a point (no pun intended), the adage in this case is ‘ a picture is worth a thousand words’, given the attention starved nature of the web, where a website or social channel has literally seconds to grab the attention of a viewer, it is for these reasons that industry experts are noting the growing importance of visual content/visual social media and that is what I’ll be focussing on with this weeks post. By Visual Content I mean images or videos, this definitely includes things such as infographics & photos.

Benefits of Visual Content

Engagement

Visual Content has a number of advantages over other types of information such as textual content.

A 2012 report by ROI Research found 44% of respondents were more likely to engage with brands that posted pictures on their social media channels rather than any other type of content (Source: Curve.gettyimages.com)

Emotional Connection

Photographs and other images are for more effective when it comes to conveying emotions that their textual equivalent, especially when other people and animals are featured in the photographs beautiful natural scenes also result in positive feelings, when it comes to emotions such as Joy or Sorrow, the effective use of photographic imagery has no equal. Redsicker argues that:

‘People connect more emotionally with images than they do with text. In fact, customers are more likely to take action or make a decision when prompted with an image.’(socialmediaexaminer.com)

When this engagement leads to the sharing of content, the results can be dramatic with viral videos and memes being a substantial part of what drives the social networks

Easily Absorbed Information.

One large advantage which visual information holds over textual is the ease and speed with which it is assimilated, up to 60,000 times more quickly according to some research (Walter & Gioglio 2014), in an age of limited attention spans this is a very desirable quality, especially when selling to a younger audience, Data visualization allows large amounts of data to be looked at quickly (Sviolka) this is why the use of infographics has seen such explosive growth in recent years, alongside standard inbound marketing considerations.

With the rise of social networks such as Flickr & Pinterest that are essentially visual in nature, the importance of visual content & social media is emphasized, This importance is likely to continue into the future, the purchase of Instagram (by Facebook) and Vine by twitter confirms this importance. Due to the fact the human brain is largely visual in nature, this importance is not likely to be lessened any time soon., therefore it is imperative your companies content & Social Media campaigns take the many advantages of visual data into account, for assistance in helping your company to develop an effective visual content marketing or visual social media contact me today, I’ll be delighted to help with any questions you may have

Local Search

Local Search

Local Search

This weeks blog post will examine the practicalities of obtaining a 7 pack local search placement for your SERP (Search Engine Results Page) listing, as web Developers have only just returned to local search listings I’m eager to secure a 7 pack listing for my own company website, this post will highlight the steps required for doing this.

What is the 7 pack?

The 7 pack is the name of the area reserved for local company listings on the Google Search Engine Results Page (SERP), all of the major Search Engines (Google, Bing & Yahoo) have an area set aside for local search results, as the Google area frequently contains 7 company listings it is known as the 7 pack.

Citations

Citations are an essential element when developing a profile for local search; Rutledge suggests that ‘ the best way to target your area is to make sure your business is listed on every local web directory available’ (Rutledge 2014) these listings are classified as citations. Any website which makes reference to your company is a citation. Citations have been identified as a key component of the ranking algorithms for both Google and Bing (moz.com) who go on to suggest that a citations also validate that a business is a part of the community, this is especially true in less competitive niches where competitors are less likely to have company websites.

Citation Tools

Building an effective citation profile can be quite a time consuming process and to help a number of companies have developed tools to speed up the process and to check for errors in your citation profile such as inconsistencies, Unfortunately it looks like not all of the tools cater for the UK market.

Consistency

Consistency is a vital part of the efforts to obtain a 7 pack listing for your website, by this I mean the same NAP (Company name, address, phone number need to be employed between the various websites which are used form your local search profile, Google and the other search engines will penalise inconsistencies in this data and it ill affect your chances of attaining a 7 pack listing, for these reasons I find it useful to draw up a ‘standard profile’ before my profile building efforts get underway, this is usually in the form of a Word document containing Company name, address, phone number, website URL, email address and company description so I can simply copy & paste the information required when creating company listings and accounts on various websites such as Google plus, Yelp et al, it makes life a lot easier in the long run if profiles are created with consistent data rather than trying to adjust it later.

Schema.org and Microdata

On page optimisation also has a role to play in local Search with Rich Snippets being especially important; this involves using microdata which utilises the schema.org vocabulary this puts your company data into a format readily understood by the Search Engines when they crawl your website.

Engagement merely a buzzword? These 4 metrics will change your mind

conversation

attrib:Flickr(Kevin Van den Panhuyzen)


In this weeks blog post I will be examining what I personally regard as the most important factor when social media is part of a company’s marketing efforts, Engagement. If followers are to be a part of a proprietary audience then its engagement that is required to turn them into more than simple vanity statistics such as number of followers, here I agree completely with Jeffrey Rohr who suggests that :

‘Use your Paid, Owned and Earned Media not only to sell in the short term but also to increase the size, engagement and value of your Proprietary audiences over the long term'(Rohrs 2013)

Rohr’s conclusion is that three elements are essential when developing proprietary audiences these being size, engagement and value (Rohrs 2013)

Genuine engagement goes far beyond a basic ‘like’ and the generic tactics utilised by organisations such as pictures of cute kittens, I’ll argue that real engagement is based on interaction above and beyond simple likes or pluses its based on conversation. I feel that ‘join the conversation’ almost qualifies as a banality such as ‘content is king’, if Social Media for business is allowed to degenerate into turgid missing caption competitions and the use of ‘cute’ stock imagery then its a real opportunity lost by Small Businesses to engage and build a genuine rapport with their clientele/customers so there is a need for businesses to genuinely join the conversation rather than just pretending to, engagement is earned it cannot really be bought.

The Measurement of Engagement

I appreciate that social media needs to be monitored, but while developing metrics and measurements practitioners could potentially fall into the cynic’s trap of knowing the price of everything and the value of nothing. At the heart of every Social Media success story lies engagement.

Metrics

Of all the Social Engagement Metrics I have examined, I prefer the ones proposed by Avinash Kaushik because they are readily measured but don’t rely on too esoteric metrics, the metrics he proposes are as follows:

• Conversation rate
number of replies per post
• Amplification rate
number of shares or retweets per post
• Applause Rate
number of likes, favourites or plus ones per post
• Economic Value
Value per visitor (kausik.net)

Kaushik states

Conversation Rate. Amplification Rate. Applause Rate. Economic Value. Four simple measures that get you to focus on the right thing from a social media participation perspective help you understand how well you are doing at it, and quantify the business impact. (kausik.net)

These Measurements offer the best of both worlds as they offer actual figures for those who like to measure the impact of social media additionally practitioners can easily monitor campaigns. Kausik helpfully suggests Analytics solutions capable of monitoring these metrics.

I believe that engagement lies at the heart of effective social media some commentators dismiss engagement as a meaningless buzzword I disagree completely and feel it’s a shame that that the term has been devalued, hopefully this article has provided food for thought and a possible solution for monitoring the impact of your social media efforts. Note that Carl Potts Designs offer social media campaigns designed specifically for Smaller Businesses contact me today to request a consultation.

Book Review:Audience: Marketing in the Age of Subscribers, Fans and Followers

book-review

book-review

This is the first of a new feature I’m introducing to the blog, Reviews of Books that cover topics related to online marketing such as SEO and Social media. The first book I’ll be reviewing is Audience, Marketing in the age of subscribers by Jeffrey K Rohrs, on the website which accompanies the book audiencepro.com, Jeffrey describes himself as a ‘recovering attorney’ among his other roles are Author, Keynote Speaker Vice President Marketing Insights at ExactTarget, Audience is his first book and I suspect it won’t be his last. Jeffrey is a well-established figure on the online marketing lecture circuit and cooperates with other notables such as Jay Baer with whom he co-produces a podcast.

Summary

As the title suggests the book is mainly concerned with the behaviour of website audiences, one of the central themes of the book is that audiences are proprietary not owned the crux being audience members may choose to take their attention elsewhere if you fail to satisfy their particular requirements, the informed marketer needs to take this into account with his or her marketing efforts. The book proposes taxonomy of different types of Internet users all with different types of behaviour and motivations the art of capturing an audience’s attention and enthusiasm is providing content they value. In a number of ways this is similar to Bartle’s types taxonomy of online gamers, which I have also seen applied to Internet forum users

Description

Rohrs proposes three major categories of audience; these categories are best illustrated by examples, the categories may be broken down into smaller subcategories detailing, which is beyond the scope of this post.
Seeker
Seekers are consumers in hot pursuit of information or entertainment via the Internet ( Rohrs 2013)

Seekers may or may not know exactly what they are looking for, they do know they are looking for something and that something will be available to satisfy their needs(Rohrs 2013), Rohrs suggests what will capture and retain the attention of seeker audiences and how to acquire seeker audiences

Amplifiers are another major category of audience, unlike Seekers Amplifiers tend to have audiences of their own with whom they like to share information, as with the Seeker category the Amplifier category is then covered in further detail, i.e. exactly what Amplifiers want and how to go about acquiring an Amplifier audience, its important to realise that amplifiers may spread positive or negative views regarding your company.

What makes the book stand out for me is the categorisation of internet audiences, other social media and content marketing books generally provide examples of interaction with internet audiences, whereas Rohrs actually categorises them and then provides suggestions how to attract and retain each type of audience, this is useful information for online marketers.

Audience: Marketing in the age of subscribers is a detailed book where the author clearly knows and understands his topic well, this means it is extremely valuable for internet marketing professionals wishing to take their understandings beyond the basics, its well written and easily understood if one has a grounding in the subject but could be overwhelming for a reader just wishing to learn the basics about twitter, I especially liked the frequent references to the Cleveland Browns and other sports teams which were used to illustrate examples in an engaging way. I’d have no hesitation in giving the book 9.5/10 but it maybe more aimed at the marketing professional rather than the technophobic business owner wishing to learn the basics about social media or blogging. He highlights how the old fashioned marketing ideas of fossil fuel marketers are struggling to gain an audience in the internet age and how businesses may overcome this challenge

website Content Deficiencies? Achieve success with content audits

content audit

content audit


Introduction

A common problem organisations encounter is a lack of awareness as to what content is actually present on the company website, this poses a number of problems, no-one in the organisation knows if the website content is of sufficient quality or if the content meets the requirements of your customers, as Kristina Halvorson states:

Its good to know how much content you have,where it lives,what its about, and whether its any good'(Halvorson 2012)

Anne Rockley & Charles Cooper also note the importance of understanding the nature and effectiveness of your website content. The main tool for gaining this appreciation is the content audit, which is what we’ll examine this week.

Types of Content Audit

Halvorson goes on to suggest 3 types of audit, these we’ll examine shortly:

Quantitative Audit

The first type of audit Halvorson introduces is the quantitative audit. This provides a high level ‘snapshot’ of what content is present on the site, what format it is in and where it is stored, in order to gain a more detailed understanding of a websites content a qualitative audit is required which we’ll examine now.

Qualitative Audit

‘A qualitative audit analyses the quality & effectiveness of the projects content’ (Halvorson & Rach 2012)

Halvorson & Rach propose two variants of qualitative audit, both of which are appropriate at different stages of a content project:

Best Practises Qualitative Audit

This type of qualitative audit is usually undertaken at the beginning of a project, it grades content against established best practises and examines that it actually satisfies user requirements

Strategic Assessment Qualitative Audit

This is the most in-depth type of audits and is usually performed towards the end of a content project, giving an indication of how well your existing content aligns with content strategy, this will allow gaps and shortcomings to be identified and hopefully eliminated

A note on automation

Unlike quantitative audits automated audit software is not really appropriate for qualitative audits as some degree of human review and grading is essential

Conclusions

Most Content experts are keen to emphasise the importance of content audits for content marketing projects and content-rich websites, although auditing can be time consuming it has a number of important benefits:

Identify Content Shortcomings
it is better to do this in the early stages of a content project rather than close to launch, auditing can identify shortcomings early in the project and if necessary eliminate them

Audits allow substandard content to be identified and removed

when integrated with Analytics software it is possible to identify the content which really strikes a chord with visitors and act accordingly with this information, if necessary develop additional popular content and remove the content that has failed to make an impact

Identify content for reuse and cross referencing purposes
Rockley suggests that an audit allows organisations to identify existing content which may be re purposed or utilised elsewhere, given the costly nature of original content it makes sense to extract the maximum benefit from existing content.

Gain a complete understanding of the content present on the website

Develop effective planning and content maintenance programs