Conduct a Website Audit: Part 2
Before you revamp your website, you should conduct an audit of your existing site to replicate what is working. In addition to analyzing the most popular pages, you want to research which keywords visitors use to find your website. Provide the keywords you identify to your writer to include in the website copy and metadata. You don’t want to change all the content on your site just to find out that the changes hurt your search rankings.
P.S. You can use tools such as Google Analytics, Google Search Console, or SEMrush to aid in your research.