In 2023, my crew and I started engaged on maybe probably the most bold content material audits ever carried out on the HubSpot Weblog. We’ve run content material audits prior to now — however not like this.
We ran the audit in three phases:
- Part 1 addressed our oldest content material.
- Part 2 evaluated our lowest-performing content material.
- Part 3 assessed the worth of our matter clusters.
When it was all mentioned and carried out, we audited over 10,000 weblog put up URLs and over 450 matter clusters.
On this put up, I’m going to deal with part certainly one of our audit. I’ll stroll you thru how we audited our oldest content material and the way we took motion. Plus, I’ll share the outcomes we discovered.
However first, let me provide you with some background on why we determined to run an audit of this magnitude.
Why We Audited
It began in early 2023. On the time, my crew was referred to as the Historic Optimization crew and we sat on the intersection of HubSpot’s search engine optimisation and Weblog groups.
We have been answerable for updating and optimizing our current weblog posts and discovering development alternatives inside our library. (We’ve since developed into what’s now the EN Weblog Technique crew.)
In case you’re new right here, the HubSpot Weblog is HUGE.
For context, the weblog was dwelling to 13,822 pages in February of 2023, the month we started our audit.
Whereas we’re lucky to have a excessive area authority and drive hundreds of thousands of visits per 30 days, having a weblog of this dimension doesn’t come with out challenges.
As our library ages, the quantity of alternative for brand spanking new content material throughout our weblog properties and clusters shrinks.
So, we determined to audit our library to seek out alternatives for optimization.
We hypothesized that we may uncover “greenspace” and “quasi-greenspace” — matters that we’ve lined however haven’t capitalized on that properly — by auditing the oldest 4,000 URLs in our library.
Though this was solely a few third of our content material library, we believed we’d be capable to unearth some site visitors alternatives and provides our weblog a lift.
Across the similar time, we began to really feel the results of Google’s March 2023 Core Replace that emphasised expertise, which our Technical search engine optimisation crew instantly began addressing.
Nevertheless, one other a part of that algorithm replace emphasised content material freshness and helpfulness. In different phrases, how cutting-edge and helpful our content material is to our readers.
That is the place we actually felt a way of urgency.
As a result of we had 4,000 URLs with revealed dates starting from 2006 to 2015, we already knew that this chunk of content material was not contemporary or useful.
So, we started working and audited these weblog posts over the course of ten weeks.
Ultimately, we added phases two and three to our plan so we may additional handle unhelpful content material and clusters.
How We Audited Our Oldest Content material
1. Outline our targets.
Earlier than we began auditing the content material, it was necessary for us to find out the aims.
For some publishers, the purpose of a content material audit could embody enhancing on-page search engine optimisation, enhancing consumer engagement, aligning content material with advertising and marketing targets, or figuring out content material gaps.
For this explicit audit, it meant uncovering “greenspace” and “quasi-greenspace” in our weblog library, and enhancing our total content material freshness.
We additionally needed to decide the scope of our audit.
There’s no proper or incorrect method to strategy this. Relying in your targets and the scale of your web site, you would audit the entire thing in a single go.
You could possibly additionally begin with a small portion of your web site (equivalent to product pages or particular matter clusters) and construct out from there.
Since HubSpot has such a big content material library, we opted to restrict this audit to our oldest 4,000 URLs. Not solely was this extra manageable than reviewing all of our content material in a single audit, however this additionally focused URLs that have been extra prone to profit from an replace or prune.
We additionally did this figuring out that we’d later handle the remainder of our library throughout phases two and three.
2. Collect our content material stock.
As soon as we established our targets and scope, we needed to collect the oldest 4,000 weblog posts and put them right into a spreadsheet.
This course of can range relying on the instruments and CMS you utilize. Right here’s how we did it utilizing Content material Hub:
1. Log into HubSpot and navigate to the Weblog web page in Content material Hub.
2. Navigate to the Actions drop-down and click on Export weblog posts.
3. Choose File format and click on Export. This can ship your entire weblog put up data to your electronic mail. Additionally, you will get a notification in HubSpot as soon as your export is prepared.
4. Obtain your export and open it in your most well-liked spreadsheet software program (I’m normally a Google Sheets girlie, however I had to make use of Microsoft Excel for the reason that file was so massive).
5. Assessment every column within the spreadsheet and delete those that aren’t related to your audit. We instantly deleted the next:
- Put up search engine optimisation title
- Meta description
- Final modified date
- Put up physique
- Featured picture URL
- Head HTML
- Archived
6. As soon as the irrelevant columns have been eliminated, the next remained:
- Weblog title
- Put up title
- Tags
- Put up language
- Put up URL
- Writer
- Publish date
- Standing
7. Filter the Put up language column for EN posts solely. Delete the column as soon as the sheet is filtered.
8. Filter the Standing column for PUBLISHED solely. Delete the column as soon as the sheet is filtered.
9. Filter the sheet by Publish date from oldest to latest.
10. Spotlight and duplicate the primary 4,000 rows and paste them right into a separate spreadsheet.
11. Identify the brand new spreadsheet Content material Audit Grasp.
Should you’re feeling fancy, you can even create a customized report in Content material Hub and choose solely the fields you need included within the audit so that you don’t should filter as a lot when organising your spreadsheet.
3. Retrieve the information.
After compiling all the content material wanted for our audit, we needed to acquire related knowledge for every weblog put up.
For this audit, we stored it fairly easy, solely analyzing whole natural site visitors from the earlier calendar yr, whole backlinks, and whole key phrases.
We did this as a result of our advisable actions for every URL have been decided throughout post-evaluation. (We’ll cowl this within the subsequent step.)
We obtained natural site visitors knowledge from Google Search Console and used a VLOOKUP to match every URL with its corresponding variety of Clicks.
Then, we acquired backlink and key phrase knowledge by way of a key phrase analysis software.
4. Consider the content material.
Subsequent, we assessed each bit of content material through the use of the collected knowledge. Then, we evaluated the put up itself to find out the next:
- Kind of Content material
- Freshness Stage
- Natural Potential
Kind of Content material
The HubSpot Weblog is dwelling to many several types of weblog posts, every serving a novel goal. Labeling every put up helped us decide its relevance and have become a key consider our choice to replace or prune.
Whereas this isn’t an exhaustive record of all of the content material varieties you would discover on the HubSpot Weblog, we narrowed it right down to the next for the needs of this audit:
- Instructional: A subject that may educate the consumer on a ache level or downside they know they’ve.
- Thought Management: A subject that may educate the consumer on a ache level or downside they didn’t know that they had till an knowledgeable drew it to their consideration.
- Enterprise Replace: A HubSpot-related piece of reports or a press launch that’s seemingly not evergreen.
- Newsjacking: An industry-related piece of reports or a press launch that’s seemingly not evergreen.
- Analysis: A group of knowledge or the outcomes of an experiment that’s used to coach the reader. This matter could or might not be evergreen, however the content material just isn’t and wishes updates to remain contemporary.
Freshness Stage
As a result of the posts on this audit hadn’t been up to date in a very long time, none of them might be thought of 100% “contemporary.” Nevertheless, we took several types of freshness under consideration when figuring out what motion wanted to be taken on the URLs.
For instance, some matters, equivalent to Google+, are so outdated that an replace could be foolish. Nevertheless, loads of matters have been nonetheless evergreen, regardless that our content material was not.
The next scale helped us make choices on whether or not the URL had worth with regard to freshness:
- Outdated: The subject is outdated, and an replace might not be potential.
- Stale: The subject is evergreen, however it could want an intensive replace to make the content material extra aggressive.
- Comparatively Contemporary: The subject is evergreen, and it could solely want a reasonable replace to make the content material aggressive.
Natural Potential
To find out the natural potential of every URL, we needed to ask ourselves the next query: Will anybody seek for the content material on Google?
- Sure: Somebody would undoubtedly seek for this, so we’ll must optimize/recycle the content material.
- No: Somebody wouldn’t seek for this. There’s no level in optimizing/recycling the content material since there’s no potential focus key phrase.
For all the posts marked “Sure” for natural potential, we advisable a spotlight key phrase for the re-optimized content material to compete for. We did this by evaluating the present title, slug, and content material. Then, we did some key phrase analysis and reviewed the Google SERP for that question.
We additionally included the main target key phrase’s month-to-month search quantity (MSV) to assist prioritize which updates to carry out first.
For an additional layer of warning, we additionally checked for cannibalization on all posts marked “Sure” for natural potential. There are a couple of methods to do that:
- Do a web site search and see if any URLs come up for the main target key phrase.
- Use a key phrase analysis software to cross-reference whether or not every other posts in your web site are rating. (That is the quickest/most correct methodology.)
If the main target key phrase was flagged for cannibalization, we both discovered a unique focus key phrase or famous that the URL ought to be redirected to the brisker put up.
If no cannibalization was discovered, then we had the inexperienced gentle to maneuver ahead with updating the put up.
5. Suggest an motion.
As soon as a put up was fully evaluated, we turned the insights into motion objects.
Every URL was positioned into one of many following classes:
- Maintain: No motion is required as a result of each the content material and the URL are good.
- Optimize: The content material is nice however outdated when it comes to freshness or search engine optimisation practices. Maintain the spirit of the article, however refresh and re-optimize to enhance efficiency.
- Recycle: The content material just isn’t salvageable, however the URL nonetheless has worth (when it comes to backlinks or key phrase alternative). Create new content material from scratch, however retain the URL.
- Prune: Neither the content material nor the URL has worth from an natural standpoint.
Audit Insights
Out of the 4,000 URLs we audited, 951 (23.78%) have been categorized as posts with natural potential and advisable for optimization or recycling. Moreover, 2,888 URLs have been advisable to be pruned. That’s about 72.2% of the audit.
These posts both didn’t have natural potential, posed a cannibalization danger, or have been so outdated that there was no level in updating them.
The remaining 161 URLs both didn’t require any motion or had already been redirected.
How We Took Motion
The motion taken for a URL was decided by its potential for natural site visitors.
The URLs with natural potential have been delivered to our Weblog crew and advisable to be optimized or recycled.
In the meantime, the URLs with no natural potential have been delivered to our search engine optimisation crew and advisable to be archived or redirected.
First, let’s stroll via how we took motion on the posts advisable to be optimized or recycled.
Taking Motion on Content material with Natural Potential
Earlier than addressing any of the 951 posts with natural potential, we would have liked to determine the next:
- Our capability for strategic evaluation and transient writing
- The capability of our in-house writing employees and out there freelancers
- Our capability to edit the updates
We coordinated with stakeholders and decided we solely had the bandwidth to replace 240 posts in 2024 (along with the handfuls of weblog posts we replace every month). This initiative was internally generally known as the “De-Age the Weblog Challenge” and was led by my EN Weblog Technique teammate Kimberly Turner.
As soon as we knew what number of posts we may tackle, we needed to slim down which of them to prioritize. We did this by evaluating the complexity of the carry required for every put up replace:
- Easy Replace: The content material updates wanted are comparatively gentle, making them appropriate for freelancers.
- Complicated Replace: The content material updates wanted are heavy, making them higher suited to in-house writers.
- Recycle: Content material just isn’t salvageable, however the URL is. Rewrite the put up from scratch, however retain the URL.
- No Alternative: Move on updating.
We initially prioritized updating the only URLs first, however later pivoted our technique to sort out the URLs with the very best MSV potential, no matter replace complexity.
We did this as a result of we needed to get probably the most we may out of our updates.
De-Age the Weblog Outcomes
Initially, we projected that these updates could be full by the top of H1 2024, however we needed to shift our technique … once more.
Like many different publishers, we felt the results of Google’s March 2024 Core Replace in addition to the introduction of AI Overviews.
After having positioned the De-Age the Weblog Challenge on maintain whereas we addressed the problems, we deprioritized the mission solely in favor of higher-impact workstreams.
search engine optimisation, am I proper? It at all times retains you in your toes.
Regardless of sunsetting the mission earlier than it was full, we have been nonetheless in a position to carry out 76 put up updates. Six months after the updates have been applied, the cumulative month-to-month site visitors for these posts had elevated by 458%.
This goes to point out that even updating a small portion of URLs could make an enormous distinction.
Taking Motion on Content material with No Natural Potential
Whereas the De-Age the Weblog Challenge was happening, we additionally took motion on the two,888 URLs that have been advisable to be pruned.
For the reason that preliminary audit didn’t embody suggestions on tips on how to prune, we had to return and re-review every URL to find out how we’d prune.
Right here’s how we evaluated the posts:
- Archive (404): The URL has lower than 10 backlinks and the backlink profile doesn’t have worth.
- Redirect (301): The URL has greater than 10 backlinks and/or the backlink profile has worth.
When selecting a brand new URL, we did our greatest to select probably the most related and related web page. If we couldn’t discover one, we redirected to the pillar web page of the cluster that the put up belonged to.
If for some motive, the URL didn’t belong to a cluster or there wasn’t a pillar web page, we redirected it to the HubSpot Weblog homepage.
Choice-making for some content material varieties was simpler than others. For instance, we have been in a position to robotically assign 301 redirects to URLs that have been flagged for cannibalization throughout the preliminary audit. We additionally robotically assigned 404s to URLs with lower than 10 backlinks labeled as Newsjacking and Enterprise Updates.
The whole lot else was manually reviewed to make sure accuracy. To make the analysis course of simpler, we adopted this choice tree:
It took my crew about two and a half weeks to make sure that each URL had the right label. In the long run, we had 1,675 URLs assigned to be redirected and 1,210 URLs assigned to be unpublished and archived.
As soon as every URL was evaluated, we have been lastly able to take motion.
After coordinating with Rory and Principal Technical search engine optimisation Strategist, Sylvain Charbit, we determined to prune the URLs in batches as a substitute of all of sudden. That approach, we may higher monitor the influence of redirecting and archiving a big amount of content material.
Initially, we deliberate to implement our prune in 5 batches over 5 weeks, permitting us time to observe efficiency throughout the weeks in between.
Batches one and two contained URLs meant to be archived and unpublished, and batches three via 5 contained URLs designated for 301 redirects.
As a result of there have been so many URLs to unpublish and archive, we labored with builders on HubSpot’s Digital Expertise crew to create a script that may robotically unpublish and archive URLs and redirect them to our 404 web page.
Then, we have been in a position to implement the 301 redirects with the Bulk URL Redirect software in Content material Hub.
Be aware: Though we have been in a position to work via this course of internally and end earlier than our deadline, I wish to acknowledge that manually evaluating over 2,000 URLs could be tedious and time-consuming.
Relying in your sources and the scope of your audit, you might wish to contemplate hiring a freelancer to assist your crew work via a job this massive.
Content material Pruning Outcomes
Whereas we efficiently applied every batch, this course of didn’t come and not using a few street bumps.
Halfway via our pruning schedule, Google rolled out the March 2024 Core Algorithm Replace. We ended up putting our pruning schedule on maintain so we may higher monitor efficiency throughout the replace.
As soon as the replace was full, we resumed the remainder of our prune till it was full.
Due to the unstable search panorama in 2024, we didn’t see the site visitors positive factors we’d hoped to see as soon as the prune was full. Nevertheless, we did have fun a large win for total content material freshness on the weblog.
In the beginning of our audit in 2023, we calculated the freshness of our content material library by every URL’s publish date and quantifying the variety of days since they have been up to date.
For instance, say the present date is November 12, 2024, and you’ve got a put up that was final up to date on February 19, 2008. Based mostly on the 2024 date, the put up from 2008 is 16.7 years previous or 6,110 days.
As soon as we had all the ages for each put up on the HubSpot Weblog, we averaged these numbers to find out the common age of our content material library, which was 2,088 days (5.7 years).
Since pruning 2,888 URLs (and updating a whole lot of URLs from the audit and past), the HubSpot Weblog’s common age has dropped to 1,747 days — that’s 341 days youthful than once we began.
As content material freshness and helpfulness play a fair better function in search algorithms, being practically a yr youthful could make an enormous distinction.
What’s Subsequent?
Earlier on this put up, I discussed that this audit is just one of three that my crew has labored on in 2024.
Our part two audit focuses on the lowest-performing posts that weren’t included in part one, totaling over 6000 URLs. Then, part three assesses the worth of our Weblog’s matter clusters.
We’re nonetheless taking motion on the outcomes from these audits, however I’m so excited to share the method and insights after they’re full.
Finally, content material auditing is a job that’s by no means actually carried out — particularly when working with massive libraries. You end one audit, then it’s on to the following.
Though the work could be tedious, the rewards of enhancing content material high quality, consumer expertise, and efficiency make it well worth the effort.
