1.
How to audit and fix thin content with no value
Stephen Kenwright, Senior Search Strategist@stekenwright

2.
@stekenwright

3.
Time to long click
Time to long click by AJ Kohn:
http://b3.io/BlindFiveYearOld
@stekenwright

4.
Google thinks these aren’t the pages they’re looking for
@stekenwright

5.
@stekenwright

6.
Content Inventory

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.
Use a crawler…
Try this: http://www.seerinteractive.com/blog/screaming-frog-guide
…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.
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.
Bounce Rate
@stekenwright

11.
Page Views
@stekenwright

12.
Bounce rate improved by 31%
Average Time on Site
@stekenwright

13.
Bounce rate improved by 31%
Conversions
£
@stekenwright

14.
Audit Content

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.
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 www.socialtally.co.uk
•Backlinks Open Site Explorer / Ahrefs/ Webmaster Tools
@stekenwright

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.
How long do you have to engage a user?
3.8 seconds
Jacob Nielson –useit.com
@stekenwright

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.
Inverted triangle
@stekenwright

21.
Most web content…
@stekenwright

22.
This is how users read web content
@stekenwright

23.
@stekenwright

24.
Content
Content
Content
@stekenwright

25.
+2,800%
TRAFFIC INCREASE
@stekenwright

26.
What you should look for

27.
Indexation
How to find out:
site:search
@stekenwright

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.
@stekenwright

30.
Top heavy
@stekenwright

31.
Cite your sources
@stekenwright

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.
When was this fresh?
@stekenwright

34.
High quality images =
Higher CTR, more sales
Econsultancy
@stekenwright

35.
+5-7%
Increase in conversions on pages with user generated content
Source: CMO.com
@stekenwright

36.
You’re not going to like this…

37.
Exact Match Domains
@stekenwright

38.
Highly regulated sectors
@stekenwright

39.
@stekenwright

40.
Doorway Pages ≠ search traffic
@stekenwright

41.
Thank you!
Please email any questionsto stephen.kenwright@branded3.comor get in touch on Twitter: @stekenwright
@stekenwright