The clock is ticking down to the end of 2020. If you’re like most of the world, you’re feeling more than a little relieved.
Although you might be anticipating that New Year’s Eve countdown already, it isn’t time to kick back with a glass of champagne quite yet – your end of year blog and content optimization tasks are just getting underway. Most importantly, it’s time for your year-end blog reaudit.
Why Prep Your Blog For the New Year?
Ensuring your blog has fresh, up-to-date, high-quality content is the most important move you can make to support your SEO efforts and add some authority to your brand’s blog. Still, the end of the year period during and immediately after the holidays traditionally sees a bit of a traffic slump, making it the ideal time to hold off on publishing additional content that might go unseen by your readers.
Instead, take the time to address your existing content and perform a reaudit. You can evaluate the path your blog is taking and determine how closely it matches your brand identity and the type of content you want to share with your audience. Then, begin the new year with your fresh, new perspective.
Steps for a Successful Blog Reaudit
Now that you’ve had a glimpse of what’s possible with a content reaudit, it’s time to take a deep dive into your blog and begin a new phase in your content development plan. Here are the key steps you’ll need to take to ensure your blog is ready to go for the new year:
- Take a detailed inventory. Since this is a reaudit, you should already have a fairly detailed list of your blog content. If you don’t, start with a spreadsheet. Be sure to list each title, topic, date, and URL, as well as the most important metrics for each. Start with Google analytics, and record traffic, conversion rate, and ranked keywords.
- Evaluate existing content. Now, you’ll want to perform a thorough reread of each piece of content – first, to check for errors and poor writing. Then, evaluate whether each piece accurately expresses your brand’s voice and provides the value you intended to your target audience. Flag content that needs addressing or updating, and remove any that are out of date or no longer relevant to your target audience.
- Address SEO elements. Finally, pay close attention to the SEO aspects of each post – have you included ideal keywords throughout the content? Have you included critical technical SEO elements like title tags, meta descriptions, image tags, and optimized headers and subheaders? Have you linked internally to other blog content and externally to trusted, authoritative sources? Double-check each of these elements and ensure your content is relevant and not duplicated from other sources or other parts of your site.
- Identify missing information. Now that you have a comprehensive list of all current blog posts, your next job is to identify areas of need. These are general topics you feel you haven’t covered to your satisfaction. If you need help, make a list of your service offerings and ensure there are a similar number of blog posts to cover each area. Alternatively, visit competitor blogs for ideas that may help you fill in these content gaps in the future.
- Perform keyword research. Compile a list of keywords relevant to each topic, both from your own intuition and your Google Analytics report of keywords your website already ranks for. Then, enter your list of keywords into a search engine and note related search terms as well as alternative search intents; you can also research keywords your competition is already ranking for. Finally, plug your final list into a tool like Keyword Planner, which will help you sift out keywords with far too much competition or too narrow a focus.
- Finalize your content calendar. By now, you should have a list of specific blog URLs to revisit and revamp to provide critical information updates, refresh content, and new, optimized SEO. In addition, you should have in-hand your list of ideal new topics and their associated keywords. Decide how often you want to produce new content. This depends on your marketing team’s size and the time you have available (we recommend posting at least weekly). Then, create a content calendar to arrange a schedule of revamped and new blogs from a variety of content areas.
- Consider calling in the professionals. Many digital marketers and business owners find that as they develop a workflow for the task, reaudits proceed more smoothly each time. If you’re still feeling overwhelmed, your unease may be due to the amount of blog content you have in place, the extent of revamping and research you need to do, the depth of your SEO knowledge, or the writing skills you possess. In this case, a professional marketing firm and content creation service can help take this end-of-year task off your plate.
Close out 2020 with a blog reaudit designed to address content gaps and outdated or poor quality content on your website. Then, you can open 2021 with a series of revamps that capture SEO value and rank higher on the SERP, as well as new, high-quality, SEO-friendly content that will reap traffic and conversion rewards in the future.
Need help? Vizion Interactive has you covered – our digital marketing team can help you from initial content analysis to full content marketing services. Call or reach out online today to discover how we can help you start 2021 on the right foot.