Have you ever done an SEO Content Audit for your law firm website? Do you even know what an SEO Content Audit is?
If not, no problem. This post will break down the basics of SEO Content Audits.
“To keep your website running at optimal performance, you need to regularly evaluate its status through an SEO content audit process,” writes attorney and digital marketing expert Annette Choti in this blogpost for Attorney at Work. “An audit allows you to closely examine your site’s content, design, and user experience. Not only can you decide what new content and features you need, but you will also have the opportunity to revise or remove content or features that just do not work anymore.”
Here are the key components of an SEO Content Audit, according to Choti:
- Evaluating goals
- Inventorying your website
- Collecting and analyzing data
- Removing or refreshing content
- Planning new content
Read SEO Content Audit (attorneyatwork.com).
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Components of an SEO Content Audit
Following are highlights from “SEO Content Audit” by Annette Choti for Attorney at Work.
Evaluate your firm’s goals. Start with the basics: increasing website traffic, improving search page results, and boosting conversion rates.
Inventory your site. Make sure your content addresses your prospective clients’ pain points. Certain types of content can hurt your website rankings. You might need to consult an SEO expert to know what content to prune and delete. Review your internal and external links. Internal links tie content together. External links go to credible outside sites. Use tools like Google Analytics or Ahrefs to see what content is driving traffic to your site.
Collect and analyze SEO data. “With the tools mentioned above, you can map out your website content and begin to organize your content into categories to keep, revise or remove,” according to Choti. “Consider exporting your data into a Google sheet or Excel document to organize it by page title, keywords and meta descriptions. Consider including these additional data points: article length, bounce rate, click-through rate, comment totals, internal link totals, keyword density, search position, social share totals, tags and categories, total page views. Once you have organized your content into keep, revise and remove categories, it is time to start making your changes.”
Remove and refresh content. “If you are not sure what to keep, look at what is performing well, including blogs and practice area pages. Webpages including testimonials, FAQs and attorney biographies may not need to be updated.”
Plan ahead. Where is your practice headed in the next six months? Year? Five years? Do you plan on adding new practice areas? Hiring new lawyers? Create, organize and prioritize your website content according to what’s happening in real life.
Source: SEO Content Audit | Six Steps for Law Firm’s Website (attorneyatwork.com)
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