Скачать или смотреть You Ask, I Answer: Lightweight Content Audit Tips?

Fiona asks, "Any tips for a light content web audit? Ever magic'd up something quick based on little information or objectives?"

If we consider the purpose of a content audit, it's to understand the value of a content marketing opportunity. That means a few things:
How large is the conversation space? That we determine with social and search tools to find all related terms.
How large is the audience opportunity? That we determine with keyword search volume.
How well does the website map to the audience? That we determine with rankings for the selected keywords.
What's obviously broken on the website that needs repairs in the ranked pages?
How much competition is there? That we determine with competitive rankings.
Finally, where are the gaps in competitive rankings? Where is the opportunity?

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