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Content Audits
© Copyright 2014 – Inflow – www.GoInflow.com
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• What is a Content Audit • 14 Reasons to Do A Content Audit • How to get the data you need • How to put all of the data together • How to analyze the data • How to present your findings &
recommendations • Resources and links
What We’re Going to Cover
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What Is a Content Audit? “A Mind-Numbingly Detailed Odyssey Through Your Web Site” ~ Jeffery Veen, CEO and co-founder of Typekit. VP, Products at Adobe. June, 2002 www.adaptivepath.com/ideas/doing-content-inventory/
“I actually think it’s more like an enlightening journey. What do you have? What do you need? What don’t you need? Where can things improve?” ~ Kristina Halvorson, Founder of BrainTraffic and Author of Content Strategy for the Web. March 2nd, 2009 http://blog.braintraffic.com/2009/03/the-content-inventory-is-your-friend/
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2009 Version of a Content Inventory
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Content Audit or Content Inventory?
Inventory = quantitative. Audit = qualitative. ~ Scott Baldwin, Director, UX & Design @yellowpencilweb, UX Magazine Contributor Jan. 2010 http://nform.com/blog/2010/01/doing-a-content-audit-or-inventory/
“A content inventory is the process and the result of cataloging the entire contents of a website. An allied practice—a content audit—is the process of evaluating that content. A content inventory and a content audit are closely related concepts, and they are often conducted in tandem.” ~ Wikipedia, Quoted as far back as 2012
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What Is a Content Audit in 2015?
But where is the analysis?
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14 Reasons to Do a Content Audit 1. Determine the most effec0ve way to escape a Panda penalty
2. Determine which pages need copywri0ng, copyedi0ng, design or other improvements
3. Determine which pages need to be updated and made more current, and priori0ze them
4. Determine which pages should be consolidated due to overlapping topics
5. Determine which pages should be removed, and what the approach to pruning should be
6. Priori0ze based on a variety of metrics: Visits, Conversions, PA, Copyscape Risk…
7. Find gap opportuni0es to drive content idea0on and editorial calendars
8. Determine which pages are ranking for which keywords
9. Determine which pages "should" be ranking for which keywords
10. Find the strongest pages on a domain and develop a strategy to leverage them
11. Uncover content marke0ng opportuni0es
12. Audi0ng and crea0ng an inventory of content assets when buying/selling a website 13. Understanding the content assets of a new client (i.e. what you have to work with) 14. Uncover other technical and site architecture issues
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Find “legacy” pages that have been around longer than most of the employees, including those that don’t even have the same design template and branding anymore.
ü Determine the most effec0ve way to escape a Panda penalty
ü Uncover other technical and site architecture issues ü Determine which pages need copywriting, copyediting, design or other improvements
ü Determine which pages need to be updated and made more current, and priori0ze them
ü Determine which pages should be removed, and what the approach to pruning should be
ü Find the strongest pages on a domain and develop a strategy to leverage them
ü Understanding the content assets of a new client (i.e. what you have to work with)
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Finding non-canonical URLs, poor site architecture, orphan pages and other technical issues.
ü Determine the most effec0ve way to escape a Panda penalty
ü Determine which pages should be removed, and what the approach to pruning should be
ü Uncover other technical and site architecture issues
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Find pages that were once removed from the index, subsequently disallowed in the robots.txt file, and then found again by Google - resulting in thousands of these:
ü Uncover other technical and site architecture issues ü Determine which pages should be removed, and what the approach to pruning should be
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Consolidating pagerank from date-based event and campaign landing pages.
/URL-‐1/date/ # External Links /URL-‐2/date/ # External Links New/Canonical/URL
/URL-‐1/date/ # External Links /URL-‐2/date/ # External Links New/Canonical/URL
Social media Templates….
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Google’s Perspective
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1 Petabyte is 1,000,000,000,000,000 Bytes That’s 1,000,000,000 Megabytes or 1,000,000 Gigabytes
Google chewed through more than 20 Petabytes each day back in 2008. In 2015… ?
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Google receives over 4-‐million search queries per minute from an internet popula0on of 2.4 billion users.
In that same minute… • Facebook users shared nearly 2.5 million 0mes. • Pinterest users pinned 3,472 images. • Twicer users tweeted nearly 300,000 0mes. • Instagram users posted nearly 220,000 photos. • YouTube users uploaded 72 hours of video. • About 164 Wordpress Blogs were created. • Yelp received another 26,380 reviews. • Googlebot may have been was0ng its precious
0me and resources crawling your tag pages. • A Google user could’ve landed on your outdated
post from 2008 and clicked the “back” bucon.
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So Basically…
Good Not So Good
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Gathering the Data
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I was all like…
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I was all like…
I
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Combining the Data
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Customize the process for your needs. Don’t need keyword research or a keyword matrix? Skip ‘em! Need topics and reading level? Ask URLProfiler for uClassify data too.
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VLOOKUP FTW!
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OR…
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Analyzing the Data
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Choosing Your Weapon
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I Need to Switch This Around
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Check for Time
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Content Audit Strategies for Common Scenarios
From www.goinflow.com/content-‐audit-‐strategies/
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1. It Makes Diagnosing Issues More Difficult This is a great query that can provide you with a wealth of informa0on, but only IF your URLs are structured correctly: site:yourdomain.com inurl:product . 2. It Makes Redirects More Difficult If product pages in in the root I can tell the server to redirect them easily without affec0ng all other pages in the root, including the home page. If they’re in a “products” folder I can. 3. You Lose Some Breadcrumb Control… </segue>
<segue type=“pet_peeve” target=“Magento”>
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Large Site with No Penalty Risk
From www.goinflow.com/content-‐audit-‐strategies/
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Content Audit Strategies for Common Scenarios
From www.goinflow.com/content-‐audit-‐strategies/
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Content Audit Strategies for Common Scenarios
From www.goinflow.com/content-‐audit-‐strategies/
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Presenting Your Findings
You could put emphasis with blue Museo
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Example Summary of Findings As a result of our comprehensive content audit, we are recommending the following: Removal of about 624 pages from Google index by deletion or consolidation: • 203 Pages were marked for Removal with a 404 error (no redirect needed) • 110 Pages were marked for Removal with a 301 redirect to another page • 311 Pages were marked for Consolidation of content into other pages followed by a
redirect to the page into which they were consolidated • Rewriting or improving of 668 pages • 605 Product Pages are to be rewritten due to use of manufacturer product
descriptions (duplicate content), these being prioritized by opportunity. • 63 "Other" pages to be rewritten due to low-quality or duplicate content. • Keeping 26 pages as-is with no rewriting or improvements needed. These changes reflect an immediate need to "improve or remove" content in order to avoid an obvious content-based penalty from Google (e.g. Panda) due to thin, low-quality and duplicate content, especially concerning Representative and Dealers pages with some added risk from Style pages.
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Take Pre-emptive Strategies Going Forward
<link rel="canonical" href="hcp://blog.example.com/dresses/green-‐dresses-‐are-‐awesome" />
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Resources and Links • Content Audit Spreadsheet Template • Strategies for Common Audit Scenarios • How to Do a Content Audit: Step-By-Step • URL Profiler • Screaming Frog • Excel Vlookup Tutorial • Import.io Web Data Crawler • Kimono Turn Websites Into Structured APIs • A1 Website Analyzer by Microsys (Screaming Frog Alternative) • Google Big Query – Process big data in the cloud • Crawl Optimization Article by Blind Five Year Old • Aleyda’s Page Analysis Tools - http://www.allseosoftware.com/page-analysis-tools/ • Deepcrawl - http://deepcrawl.co.uk/ • Botify - https://www.botify.com/ • Strucr - https://strucr.com
@baglibones and @goinflow on Twicer :: hcps://plus.google.com/+EverecSizemore
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Bonus Slide #1 – Keep Products Off the Root
Magento: www.placementedge.com/blog/how-to-add-a-prefix-to-magento-product-urls/
BigCommerce
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Low End: 15 Hours Average: 30 Hours High End: 45 Hours
Bonus Slide #2 – How Long Do These Take?
How long it takes doesn’t only depend on the size of the site. Complexity is another major issue, as is the working style and experience of the person performing the audit. But generally speaking…
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• Import.IO Crawler Webinar - Advanced Web Data Extraction
• Kimono, import.io, can maybe be set up to crawl the site like SF but for bigger sites.
• http://www.microsystools.com/products/website-analyzer/
• Google Big Query (https://cloud.google.com/bigquery/what-is-bigquery)
• - - You can set up a database in a cloud and can have calculated metric.
• Internal traffic and stats
• Log files / SPLUNK
• CMS / eCommerce Platform Exports
Bonus Slide #3 – What About Big Data Sites?
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Thank You for Attending!
© Copyright 2014 – Inflow – www.GoInflow.com
