SEO Audit

Moz does an excellent job explaining how to use an SEO audit to create better, more actionable content. The Moz article focuses on fixing problems. Here’s a template to get started creating the SEO audit, and identifying where the problems are as a first step. The main sections are:

  1. Page Information
    • Name
    • URL
  2. Accessibility
    • Robots.txt
    • Robots meta tag
    • HTTP status errors
    • Page speed
  3. Indexability
    • Page search
    • Search engine penalty
  4. URL Ranking Factors
    •  Short
    • Key words
    • Uses sub folders
    • Use hyphens
  5. On-Page Ranking Factors
    • # key words
    • Key words in top 3 paragraphs
    • Duplicate content
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Content Migration Template

A content migration is incredibly complex. To make it more manageable, a content strategist can maintain a content migration document, with data on each individual URL across the site.

Every migration document is a little different. Here’s a basic content migration template, which can be adapted to suit the needs of a specific migration plan. The sections within it are listed out and defined below.

Section 1: Page Information

  • ID Number: For some content migrations, each page is given a unique ID number, so that content blocks or content elements can be tagged by the ID number and all information can be easily sorted.
  • Level: Is this in the top nav? 2nd level? 3rd level? This column keeps us accountable, and helps us catch sections that are going too far down the rabbit hole.
  • Page Name: Literally, what is the page titled?
  • Current URL: If the page currently exists, or if it is being adapted from a currently-existing page, what URL is it?
  • New URL: Post-migration, what will the URL be?
  • Description: This column is valuable so that multiple people can look at the page in question and weigh in on whether the name and edits make sense given the goals referenced in this description.

Section 2: Plan for Content

  • Task (Write, Edit, Review): What is someone supposed to be doing at this moment for this individual page?
  • Next Deadline: When should the person finish their task?
  • Complete? (y/n): If the page is 100% ready to be migrated, mark this as “Y.”
  • Notes: What does the writer/editor/etc need to know to accomplish the task?

Section 3: Metadata

  • Keywords: What will the page be tagged with?
  • Related content: What other pages (in other sections) connect to this page (that we might want to reference on this page, or include in a sidebar).

Section 4: Content Owners

  • In this section, list out everyone who is responsible for any of the content on the page.

Section 5: Editorial Deadlines

  • Draft 1 due: What date do you expect to have draft 1 handed off to the editor?
  • Draft 2 due: What date do you expect to have draft 2 handed off to the editor?
  • Final draft due: What date do you expect to have a final draft complete?
  • Content entry: When does the content need to be in the CMS?
  • You may also choose to include columns for “edits due.”

Content Inventory Template

The starting point for any content audit, evaluation, gap analysis, competitive audit, or migration plan is to have a simple inventory of all the content an organization has.

Here’s a content inventory template in an excel doc, which strategists can use to get a big picture view of the content available, sorted by type, size, hierarchy, or plan.