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Exploding           Topics Pages             David Hobbs, David Hobbs Consulting            Tim McGovern, The Heritage Fou...
The ScenarioHeritage.org redesign and CMS migration of40k+ pages.•   Improved user experience•   Improved multimedia suppo...
Totally Awesome, Right?!?!         1000          900          800          700          600          500                  ...
Visual Daily DoubleThese pictures are search results for a specific term in Flickr.                                  http:...
What is a“train wreck”?                                    http://www.flickr.com/photos/12265809@N07/3003465703/  @jdavidh...
@jdavidhobbs #jboye12 @mcgovern
@jdavidhobbs #jboye12 @mcgovern
Reality Check  What do you think?
Process of Improvement                   Gather         Agree             RelauncAssess                                   ...
Assess• Improvements needed:   1. Streamline topic handling process   2. Change key website functionality   3. Rationalize...
Metrics• Supply (6 metrics) – does this topic page  have the right content?• Demand (4 metrics) – does the outside  world ...
The Ten Metrics                                           Gather    Agree on                                  Assess      ...
Data from Multiple Sourceshttp://bit.ly/source-inv                                    Gather    Agree on                  ...
Rules to Define Disposition                                           Gather    Agree on                                  ...
Recommendations Based on Metrics                                           Gather    Agree on                             ...
Getting Buy-in• Representative per major research group        • Importance of poor performance close to home• Initial Opt...
Trimming the Fat1000 900 800 700 600                         Before Redesign 500                         After Redesign 40...
Topic Health Reports                                           Gather    Agree on                                  Assess ...
Action oriented                   Dashboard                                           • Full context                      ...
Content Submission Form                                           Gather    Agree on                                  Asse...
Careful work on redirects                                           Gather    Agree on                                  As...
What Would We Do Differently• Have the representatives validate the  metrics used.        • But have examples of severe un...
Thank You• David Hobbs   o info@davidhobbsconsulting.com   o @jdavidhobbs                This week: $30 off Website Migrat...
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Exploding Topics Pages

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Case study of how the Heritage Foundation better focused its topics list, including a dramatic reduction in size.

Originally presented by Tim McGovern of the Heritage Foundation and David Hobbs of David Hobbs Consulting to J. Boye 2012 Philadelphia.

Published in: Business, Technology, Sports

Transcript of "Exploding Topics Pages"

  1. 1. Exploding Topics Pages David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation@jdavidhobbs #jboye12 @mcgovern
  2. 2. The ScenarioHeritage.org redesign and CMS migration of40k+ pages.• Improved user experience• Improved multimedia support• Built with organic search in mind• Improved search capability• Decentralized content publishing @jdavidhobbs #jboye12 @mcgovern
  3. 3. Totally Awesome, Right?!?! 1000 900 800 700 600 500 Before Redesign 400 After Redesign 300 200 100 0 # of topics@jdavidhobbs #jboye12 @mcgovern
  4. 4. Visual Daily DoubleThese pictures are search results for a specific term in Flickr. http://www.flickr.com/photos/andrewfeinberg/2331980801/ http://www.flickr.com/photos/mkrigsman/2639842018/@jdavidhobbs #jboye12 @mcgovern http://www.flickr.com/photos/brapps/2443295857/ http://www.flickr.com/photos/gingerbydesign/5595332896/
  5. 5. What is a“train wreck”? http://www.flickr.com/photos/12265809@N07/3003465703/ @jdavidhobbs #jboye12 @mcgovern
  6. 6. @jdavidhobbs #jboye12 @mcgovern
  7. 7. @jdavidhobbs #jboye12 @mcgovern
  8. 8. Reality Check What do you think?
  9. 9. Process of Improvement Gather Agree RelauncAssess Retag metrics on cull h@jdavidhobbs #jboye12 @mcgovern
  10. 10. Assess• Improvements needed: 1. Streamline topic handling process 2. Change key website functionality 3. Rationalize topics list Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern
  11. 11. Metrics• Supply (6 metrics) – does this topic page have the right content?• Demand (4 metrics) – does the outside world care about this topic?• Core three metrics: • Last research published within last six months • Greater than 10 content items • More than 10 pageviews in last six months Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern
  12. 12. The Ten Metrics Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  13. 13. Data from Multiple Sourceshttp://bit.ly/source-inv Gather Agree on Assess Retag Relaunch metrics cull
  14. 14. Rules to Define Disposition Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  15. 15. Recommendations Based on Metrics Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  16. 16. Getting Buy-in• Representative per major research group • Importance of poor performance close to home• Initial Options: Drop or Keep • If keep, commitment to improve • Adjustments: archive, combine Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern
  17. 17. Trimming the Fat1000 900 800 700 600 Before Redesign 500 After Redesign 400 After cull 300 200 100 0 # of topics
  18. 18. Topic Health Reports Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  19. 19. Action oriented Dashboard • Full context of topic performance • Tied to page-level results Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  20. 20. Content Submission Form Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  21. 21. Careful work on redirects Gather Agree on Assess Retag Relaunch metrics cull@jdavidhobbs #jboye12 @mcgovern
  22. 22. What Would We Do Differently• Have the representatives validate the metrics used. • But have examples of severe underperformance. • Greater passion in advocating the culling.• Tighter timeline between culling and starting retagging. Keep momentum! • Is IT ready to hit the ground running? @jdavidhobbs #jboye12 @mcgovern
  23. 23. Thank You• David Hobbs o info@davidhobbsconsulting.com o @jdavidhobbs This week: $30 off Website Migration Handbook v2 (use code ‘jboye2012’) http://bit.ly/mig-30• Tim McGovern o tim.mcgovern@heritage.org o @mcgovern @jdavidhobbs #jboye12 @mcgovern
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