Content inventory: We started by scraping the sites to understand the lay of the land: what content exists, how it’s organised, how it’s performing, and what keywords the content is ranking for. This helped to surface any potential opportunities or challenges.
Content audit: We then did an audit of the site, and reviewed every page against a defined list of criteria. These insights would later fuel our IA and taxonomy work.
Technical SEO audit: We also checked to make sure both sites had been set up properly from a technical SEO perspective, and made note of any metadata that’s missing or not formatted correctly on the site, and any missing or incorrectly formatted heading tags.
All of this data was distilled into key observations, opportunities, insights and next steps.