Connecting with the audience through web content is a proven way to increase the conversion rate of your product or service. Users who stay on the website for longer are more likely to visit other pages and eventually raise the website’s conversion rate. In contrast, the website’s bounce rate is increased when new users leave the website due to bad content.
There are many ways poor content can hurt a website. If it is too short, readers will leave the website quickly, but if it is too long, readers may get bored. If it is written with too many complex words, it can confuse the reader. Content that is not broken up into paragraphs and sections can be too dense to understand easily. Spelling and grammar errors will make the website seem unprofessional. High-quality content that avoids these issues is essential to driving traffic to web pages and creating user engagement. For this reason, running a check with the Content Audit Tool can drastically improve the value of website content.
ESO’s content audit tool checks for spelling and grammar errors on pages across the website. It will list misspelled words and suggest corrections, which can be accepted or ignored by the webmaster so intentional choices can be kept while mistakes are corrected. Error-free pages are more appealing to readers and search engines, making it important to stay aware of any grammar and spelling mistakes visible to readers.
Page-by-page reviews of large websites full of content take time and effort that could be better spent. Bulk proofreading can be done much easier than a page-by-page review, and specified pages can be checked by uploading a CSV file with the URLs of certain pages. It will return a count of errors detected on each URL so fixes can be prioritized to the most visible pages or those with the most errors.
Content should be written to be understandable to a general audience since overly complex language can make it difficult to engage visitors to the website. The Content Audit checks for readability according to the Flesch-Kincaid readability score commonly used to grade readability. A target of ‘very easy to understand’ and a reading score of above 90 means the content is understandable to a 9th-grade student.
Some features are known to be ideal for web page content. The Content Audit can identify total word count (ideally 800 to 1200 words), content per paragraph (about 300 words), and average sentence length (16-20 words). Breaking up paragraphs with headings is also encouraged. These are the optimal targets for text content that a reader can absorb without getting bored or disengaged.
Content written in the active voice can be understood more easily than if it is written in the passive voice. Writing in the active voice communicates more directly with the audience and gets their attention more easily. ESO checks each sentence for active or passive voice and reports on whether the web page overuses the passive voice in a way that hurts the clarity of the content.
The HTML robots meta tag can be configured with ‘index’ and 'follow’ elements to be accessed by search engines and other bots and crawlers. To ensure that a website is accessible by search engines, this directive is used to enable them to index the pages and follow the links on each page. Web pages that use iframe elements are also less accessible to search engines. Content Audit identifies these issues in the web pages.
Structured data can be used to represent entities like the person, book, product, price, reviews, ratings, etc. they can be displayed as rich snippets in search results. Content Audit checks if web page content contains Rich Snippets or not. Using structured data within web page content will add value to it and boost its search engine page ranking.
Content can be integrated with social media websites through features such as Open Graph tags and Twitter Cards. These can help to represent the webpage and its content on social media sites like Facebook, LinkedIn, Twitter, and Pinterest, but they can only be used if the tags are enabled on the web pages. Open Graph and Twitter Cards ensure that the content’s presentation on social media is clear and readable to social media viewers. ESO checks that the respective tags are available in the web page content.
Through the Analytics and Search Console, webmasters can read data about the web page and measure the performance of its content for the last seven days. Analyze the site with informative metrics: Total Sessions, New Users, Exit Rate, Bounce Rate, Avg. Time on Page, Impressions, Clicks, and Number of search queries for the web page. See real results from improving the presentation of web content.