Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SEMrush Webinar: How to audit and fix thin content with no value - Stephen Kenwright


Published on

Stephen hosted an SEMrush webinar, running through the differences between content-related issues and what marketers can do to recover from Panda and manual actions.

Published in: Marketing
  • Be the first to comment

SEMrush Webinar: How to audit and fix thin content with no value - Stephen Kenwright

  1. 1. How to audit and fix thin content with no value Stephen Kenwright, Senior Search Strategist@stekenwright
  2. 2. @stekenwright
  3. 3. Time to long click Time to long click by AJ Kohn: @stekenwright
  4. 4. Google thinks these aren’t the pages they’re looking for @stekenwright
  5. 5. @stekenwright
  6. 6. Content Inventory
  7. 7. #1Take a sample of pages on your site and add them to a spread sheet #1 Add all the pages on your site to a spreadsheet @stekenwright
  8. 8. Use a crawler… Try this: …and export to .csv Status Code Title 1 Title 1 Length Meta Description 1 Meta Description Length1 H1-1 Meta Data 1 Canonical Link Element 1 Word Count 404 0 0 0 @stekenwright
  9. 9. Export from Analytics #1 Behavior > Site Content > All Pages (Remember to change date range!) #2 Export to .csvand copy into workbook (new sheet) #3 =VLOOKUP @stekenwright
  10. 10. Bounce Rate @stekenwright
  11. 11. Page Views @stekenwright
  12. 12. Bounce rate improved by 31% Average Time on Site @stekenwright
  13. 13. Bounce rate improved by 31% Conversions £ @stekenwright
  14. 14. Audit Content
  15. 15. Add columns to Excel Keep Needs Rewrite Issues Actions Y Y Poor copy Rewrite copy Y Y Poor copy under tabs Rewrite copy under tabs Y N Y N No quotes from senior team Add2 quotes Y N Y N Y N Y Y Copy is shorter than other pages / noquotes from senior team Extend copy/ Add 2 quotes N N N N N N Add paragraph breaks N N Similarpage already exists 301 Y N Y Y Languagetoo colloquial Formalise copy Y N N N Y Y Thin content Provide additional information about the link Y Y Irrelevant copy Move copy to relevant page / createnew copy Y N Copy is too dense Create additional paragraph breaks N N Weak introductory copy N N Similar page already exists 301 N N Doorwaypage 301 @stekenwright
  16. 16. Columns Must have: •Title 1 (Title tag) Screaming Frog •URL Screaming Frog •Status Code Screaming Frog •Canonical Link Element 1 Screaming Frog •Pageviews Analytics •Avg. Time on Page Analytics •Bounce Rate Analytics Nice to have: •Title 1 Length Screaming Frog •Title 1 Pixel Width Screaming Frog •Meta Description Screaming Frog •Meta Robots Screaming Frog •Word Count Screaming Frog •Social shares •Backlinks Open Site Explorer / Ahrefs/ Webmaster Tools @stekenwright
  17. 17. What is the most important factor in the design of a website? The website makes it easy for me to find what I want The website offers a cutting edge interactive experience The website has a beautiful appearance Other @stekenwright
  18. 18. How long do you have to engage a user? 3.8 seconds Jacob Nielson – @stekenwright
  19. 19. Your content has 3.8 seconds to establish… Relevance •Are you right for me? •Have you answered my question? Trust •Do you look credible? •Can I trust you with my money? @stekenwright
  20. 20. Inverted triangle @stekenwright
  21. 21. Most web content… @stekenwright
  22. 22. This is how users read web content @stekenwright
  23. 23. @stekenwright
  24. 24. Content Content Content @stekenwright
  25. 25. +2,800% TRAFFIC INCREASE @stekenwright
  26. 26. What you should look for
  27. 27. Indexation How to find out: site:search @stekenwright
  28. 28. Duplication Also watch out for: •Duplicate titles and meta descriptions •Aggregation pages e.g., tags, categories •Content that has to be duplicated across pages e.g., disclaimers, “the small print” – make sure it’s up to date! @stekenwright
  29. 29. @stekenwright
  30. 30. Top heavy @stekenwright
  31. 31. Cite your sources @stekenwright
  32. 32. Trust signals #1 Contact information / address clearly displayed on the page #2 About Us (not just for conversions –Panda too) #3 Author name / photo @stekenwright
  33. 33. When was this fresh? @stekenwright
  34. 34. High quality images = Higher CTR, more sales Econsultancy @stekenwright
  35. 35. +5-7% Increase in conversions on pages with user generated content Source: @stekenwright
  36. 36. You’re not going to like this…
  37. 37. Exact Match Domains @stekenwright
  38. 38. Highly regulated sectors @stekenwright
  39. 39. @stekenwright
  40. 40. Doorway Pages ≠ search traffic @stekenwright
  41. 41. Thank you! Please email any questionsto stephen.kenwright@branded3.comor get in touch on Twitter: @stekenwright @stekenwright