{"id":1540177,"date":"2024-07-22T05:00:49","date_gmt":"2024-07-22T09:00:49","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1540177"},"modified":"2024-07-22T05:51:44","modified_gmt":"2024-07-22T09:51:44","slug":"how-to-audit-content-for-better-seo","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/how-to-audit-content-for-better-seo","title":{"rendered":"How to Audit Content for Better SEO"},"content":{"rendered":"<p>Google&#8217;s frequent algorithm updates produce nonstop fluctuations in organic traffic and rankings. Content audits are essential to identify lost rankings, revive declining traffic, and find new topics.<\/p>\n<p>Here&#8217;s how I audit content for better search engine optimization.<\/p>\n<h3>Evaluate Lost Traffic<\/h3>\n<p>Traffic declines from organic search can occur for multiple reasons.<\/p>\n<ul>\n<li>Over time, new articles push current ones deep into the archives. <a href=\"https:\/\/www.practicalecommerce.com\/seo-updating-content-for-higher-click-throughs\">Updating articles<\/a> with substantially new info and a new date will likely help regain traffic.<\/li>\n<\/ul>\n<ul>\n<li>Google&#8217;s <a href=\"https:\/\/www.practicalecommerce.com\/googles-core-update-vs-helpful-content\">core updates<\/a> often focus on <a href=\"https:\/\/www.practicalecommerce.com\/ai-tools-for-seo-keyword-intent\">searchers&#8217; intent<\/a>. Many queries imply multiple intents. For example, a search for &#8220;backyard barbeque&#8221; could suggest a need for information (how to cook barbeque) or purchase options (where to buy a grill). This type of loss is not easy to fix, likely requiring a <a href=\"https:\/\/www.practicalecommerce.com\/ai-tools-for-seo-content-briefs\">new landing page or article<\/a>.<\/li>\n<\/ul>\n<ul>\n<li>Rankings of competitors&#8217; pages surpassed yours. Shifting from position 1 to 2 can result in huge traffic losses. That, too, is not easy to fix. Closely analyze your <a href=\"https:\/\/www.practicalecommerce.com\/5-tools-to-monitor-your-seo-competitors\">competitors&#8217; pages and backlinks<\/a> to identify what may have led to their ranking increase.<\/li>\n<\/ul>\n<ul>\n<li>Changes by Google in search result pages, such as adding sections and lowering the visibility of organic results. There&#8217;s no fix.<\/li>\n<\/ul>\n<p>Regardless of the cause, the first step is to know which pages account for the loss. <a href=\"https:\/\/search.google.com\/search-console\/about\">Search Console<\/a> is an easy and free tool for diagnosing <a href=\"https:\/\/www.practicalecommerce.com\/pinpoint-traffic-drops-with-search-console-ga4\">organic traffic drops<\/a>.<\/p>\n<ol>\n<li>Go to the &#8220;Performance&#8221; section.<\/li>\n<\/ol>\n<ol start=\"2\">\n<li>Click &#8220;Search results&#8221; &gt; &#8220;Date&#8221; &gt; &#8220;Compare.&#8221;<\/li>\n<\/ol>\n<ol start=\"3\">\n<li>Select &#8220;Compare last 3 months to previous period&#8221; or &#8220;Compare last 3 months year over year,&#8221; depending on your audit frequency.<\/li>\n<\/ol>\n<ol start=\"4\">\n<li>Click on the &#8220;Pages&#8221; and sort by &#8220;Clicks difference.&#8221;<\/li>\n<\/ol>\n<ol start=\"5\">\n<li>Click any URL in the first column.<\/li>\n<\/ol>\n<ol start=\"6\">\n<li>Click &#8220;Queries&#8221; and sort again by &#8220;Clicks difference&#8221; to see the search terms causing the biggest traffic drops.<\/li>\n<\/ol>\n<p>Now search for those queries (keywords) in Google to evaluate what may have caused the decrease.<\/p>\n<div id=\"attachment_1540209\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/1-Search-Console-clicks-difference.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1540209\" class=\"wp-image-1540209 size-large\" title=\"Screenshot of Search Console's Performance section\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/1-Search-Console-clicks-difference-570x576.jpg\" alt=\"Screenshot of Search Console's Performance section\" width=\"570\" height=\"576\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/1-Search-Console-clicks-difference-570x576.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/1-Search-Console-clicks-difference-297x300.jpg 297w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/1-Search-Console-clicks-difference-768x776.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/1-Search-Console-clicks-difference.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1540209\" class=\"wp-caption-text\">Search Console is an easy and free tool for diagnosing organic traffic drops. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h3>Identify Opportunities<\/h3>\n<p>There are two main ways to improve your <a href=\"https:\/\/www.practicalecommerce.com\/10-do-it-yourself-seo-tips-to-save-money\">organic search performance<\/a>.<\/p>\n<h4>Identify and improve page 1 rankings<\/h4>\n<p>Even climbing one position on the first page will likely increase traffic substantially. Optimizing the page copy by adding <a href=\"https:\/\/www.practicalecommerce.com\/how-google-uses-keywords\">more keywords<\/a> and creating more internal backlinks will likely help.<\/p>\n<p>To identify these pages, use Search Console&#8217;s Performance section again.<\/p>\n<ul>\n<li>Click &#8220;Search results&#8221; &gt; &#8220;Average position&#8221; on top of the graph.<\/li>\n<li>Click the filter option (inverted triangle) and select &#8220;Position.&#8221;<\/li>\n<li>Click &#8220;Filter by Position&#8221; for &#8220;Greater than&#8221; 2.<\/li>\n<\/ul>\n<p>Sort the queries by the number of clicks to see the top (and bottom) performers. Again, a page that climbs even one position will experience a huge traffic increase.<\/p>\n<div id=\"attachment_1540210\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/2-Search-Console-average-position.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1540210\" class=\"wp-image-1540210 size-large\" title=\"Screenshot of Search Console's page for &quot;Average position&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/2-Search-Console-average-position-570x467.jpg\" alt=\"Screenshot of Search Console's page for &quot;Average position&quot;\" width=\"570\" height=\"467\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/2-Search-Console-average-position-570x467.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/2-Search-Console-average-position-300x246.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/2-Search-Console-average-position-768x629.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/2-Search-Console-average-position.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1540210\" class=\"wp-caption-text\">In Search Console, filter &#8220;Average Position&#8221; for &#8220;Greater than&#8221; 2. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h4>Identify and improve pages with external backlinks<\/h4>\n<p>Pages with many backlinks but few searchable keywords often fail to rank. For those pages, research keywords to help Google understand them.<\/p>\n<p>Semrush&#8217;s backlink research tool can identify top-linked pages:<\/p>\n<ul>\n<li>Log in to <a href=\"https:\/\/www.semrush.com\">Semrush<\/a> and click &#8220;Backlink Analytics&#8221; under &#8220;Link Building.&#8221;<\/li>\n<li>Paste your URL and select &#8220;Root domain.&#8221;<\/li>\n<li>Click the &#8220;Indexed pages&#8221; tab.<\/li>\n<\/ul>\n<p>The report is sorted by the number of linked domains for each page on your site. Heavily linked pages are easier to improve, rankings-wise.<\/p>\n<p>Use Search Console for ranking opportunities, or run <a href=\"https:\/\/www.practicalecommerce.com\/how-ai-improves-keyword-research\">keyword research tools<\/a> to find new queries.<\/p>\n<div id=\"attachment_1540211\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/3-Semrush.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1540211\" class=\"wp-image-1540211 size-large\" title=\"Screenshot of Semrush's backlink research tool.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/3-Semrush-570x300.jpg\" alt=\"Screenshot of Semrush's backlink research tool.\" width=\"570\" height=\"300\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/3-Semrush-570x300.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/3-Semrush-300x158.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/3-Semrush-768x404.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/3-Semrush.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1540211\" class=\"wp-caption-text\">Semrush&#8217;s backlink research tool can identify top-linked pages. <em>Click image to enlarge.<\/em><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Organic search performance starts with optimized content. Here&#8217;s how to improve both.<\/p>\n","protected":false},"author":2425,"featured_media":1540217,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58324],"tags":[],"class_list":["post-1540177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-on-page-seo",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Audit Content for Better SEO - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Organic search performance starts with optimized content. 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