The best way to Carry out a Weblog Audit: Optimize Design and Efficiency


Not getting enough traffic or shares for your great blog posts? Are you even sure that your posts are “great”? Maybe you need to solve technical problems so people can see your blog?

If you are not sure what the problem is, you need to do a blog audit. By examining your blog against various variables, you can identify the issues that are causing your blog to perform below expectations.

This post will teach you how to properly conduct a blog audit by identifying the factors that you need to measure and the tools that you need to use.

The five most critical blog audit factors

A blog audit is a very important task that you need to do on a regular basis. You don’t have to audit your blog every day – once every 6-12 months should be sufficient. Think of a blog audit as an annual or biannual visit to your doctor. Your doctor will check that your body is in tip-top shape and what you need to do and take to improve your performance.
The same goes for a blog audit. They analyze the top performing sites and why that is. They also review areas that need to be worked on so that you can get more traffic and revenue.
Below are factors to keep in mind when reviewing your blog.

1. Branding

Your branding determines the blog posts you publish and the design you use on them.
With all branding variables in mind, you need to make sure that everything on your blog follows your branding guidelines. The colors you use must be consistent across all pages of your blog. The same goes for the style, font (face and size), and even your logo.

A full brand audit can be too presumptuous if you have a small blog. First, you can check your blog’s Google Analytics data for the following metrics:

  • Dwell time – The average length of time visitors spend on all pages of your website. There are many variables that are responsible for how long your visitors spend on your website. From a branding perspective, the look and feel of your blog can play a huge role in the length of time that visitors stay.
  • Bounce rate – The average percentage of people who visited and left your blog without visiting another page.
  • Access Sources – The websites that referred traffic to your blog. You will see various sources here like Google search, social media (Facebook, Twitter, and others), and direct traffic (people who typed your blog’s URL into their browsers).

As mentioned earlier, these variables don’t give a complete indication of your blog’s performance. Perhaps your content from these factors played an equally large part in the numbers (more on that later). However, these provide relevant data to help you assess the brand of your blog. You can try changing colors, fonts, themes, and logo designs to see if your readings improve. For example, if you mix your colors, your dwell time may increase. Try making incremental changes and see how this affects the overall performance of your blog.

2. Basic pages (information, terms of use, data protection, etc.)

One page every blog must have is this About side. This is where you introduce your audience to what your blog is about. Some talk about who they are and why they blog on their About pages. However, since you are one of the most visited pages on a website or blog, you need to write more on the page.

If your About page is not attracting enough traffic and has a short dwell time, you need to add calls-to-action to this page to increase the engagement rate. The following are items you can add on this page:

  • a registration form for your email list
  • Links to your social media profiles that they can follow
  • a feed on your latest blog posts
  • Mission statement and blogging goals

Again, make the changes step by step and don’t add all of the items at once. That way, you can scale the changes and make informed decisions after you have re-examined your blog.

Other pages that you need to edit or set up are the Privacy Policy and Terms of Use. With the advent of GDPR, websites and blogs need to update these pages so that they can build trust with their audiences and identify the information you collect from visitors. If you don’t already have these pages, get one from

3. Create an email list

Getting more people to join your email list is a great way to build an engaged blog readership. Emailing them regularly about your latest posts or just asking them questions will go a long way.

The real challenge, however, is getting more email subscribers to your list. It’s not that easy to add subscription forms here on your blog. You need to put them in the right place and have them appear on your blog at the right time to build your email list quickly. You also need to offer lead magnets to encourage them to join your list.

You can analyze the performance of your forms using your opt-in form or your email marketing platform. They will show you the conversion rate of the forms so you can make the changes and improve their performance.

4. SEO content

The content you publish will determine how many visitors you will attract in a period of time. Publishing the right content that fits your branding and niche is a step in the right direction.

The next step is to develop and run a sustainable SEO campaign with valuable content that search spiders will find irresistible.

To do this, you need to find the right keywords for your blog. Finding keywords with high search volume and low competition is the holy grail of SEO.

There are many tools out there to help you with this, but Ubersuggest is a great tool that is both powerful and free. For more information on this tool, check out our Ubersuggest review, which delves deeper into the details of how it works.

After you have recorded the keywords, you can assign them to pages that have already been created or create new ones. The goal is to create optimized content for your blog and get them to rank on the top page for their keyword. That way, you can get more traffic to your blog.

Your Google Analytics shows your blog posts with the most traffic. If you haven’t already tweaked them for the right keywords, now is the time to do it. To keep track of your optimization process, use a tool like Yoast SEO (for WordPress users) or Webtexttool so that you can measure how optimized your pages are. The latter tool also allows you to track their ranking in organic search and see if they are going up or down in the future.

5. Social media engagement

One way to get more traffic and increase engagement with your blog is to encourage readers to share your post. To make this happen, you need to make it easier for readers to share your posts.

Installing social media buttons that appear on every post will help tremendously. Once readers hit the button, your blog will prompt them to join the social media of their choice with the title and url of the post that’s ready to share. Tools like Sumo and ShareThis allow you to create and customize the buttons that appear on each page.

You can then monitor the number of shares each post generates to show your most popular posts on social media. With this information, you need to take care of those engaging posts from you by regularly updating them and re-moving them to your network.

What about you: Do you have any other variables that you are measuring in your blog audit? Comment below and share with other readers!


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