An ecommerce content audit may help a retail businesses identify valuable assets, discover new content or product ideas, improve site design or navigation, generate more site traffic, and even earn more sales.

A content audit is meant to help marketers and business leaders make informed decisions.

Before you launch a new content marketing campaign, redesign your ecommerce website, or take steps to improve search engine optimization, it’s good to know what you have, what’s working, and where there are content gaps.

Why a Content Audit?

There are at least four reasons to conduct a content audit.

  • Improve conversion rates. Analyzing content on product detail pages, category pages, and landing pages may uncover conversion insights or suggest conversion tests.
  • Improve marketing. A content audit is an excellent way to identify potential topics or niches for new content campaigns and an opportunity to rewrite or remove poor-performing content.
  • Improve SEO. Content audits are an important first step in any comprehensive SEO effort.
  • Improve site design. User experience designers often use content audits to inform site redesigns or improve navigation.

A business’s rationale for an audit will inform the audit’s goals, its scope, its frequency, and even key performance indicators to include in the audit.

A content audit should help a business make informed marketing decisions.
A content audit should help a business make informed marketing decisions.

Content Is for People

In nearly every possible example, content is meant for people. Its true purpose is to attract, engage, and retain people.

Ecommerce websites include content so people will buy products. Ecommerce marketers write how-to articles so people can learn a new skill and be engaged. Even SEO-friendly URLs and page titles aim to help people find the content.

Start the content audit process with a clear statement describing the people your content is meant to reach. A clear definition of your audience is an essential part of content marketing and the analysis of it.

Set a Goal

A thorough content audit can be a significant undertaking, especially for a relatively large ecommerce website. There is very little point in making the effort unless your business has some specific goals and a plan to use the information uncovered in the audit.

Start with one of the reasons listed above, for example improved marketing, and define associated goals for…