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Content Audit Webinar with Everett & URL Profiler

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This deck was presented in a webinar by Everett Sizemore of Inflow with Q&A participation from Gareth Brown and Patrick Hathaway from URL Profiler. Learn more about content audits here: http://www.goinflow.com/digital-content-audits-seo-inbound-marketing/

Published in: Marketing

Content Audit Webinar with Everett & URL Profiler

  1. 1. Content Audits © Copyright 2014 – Inflow – www.GoInflow.com goInFlow.com
  2. 2. What We’re Going to Cover • 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 goInFlow.com
  3. 3. 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/ goInFlow.com
  4. 4. 2009 Version of a Content Inventory goInFlow.com
  5. 5. 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 goInFlow.com
  6. 6. What Is a Content Audit in 2015? But where is the analysis? goInFlow.com
  7. 7. 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 goInFlow.com
  8. 8. 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) goInFlow.com
  9. 9. 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 goInFlow.com
  10. 10. 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 goInFlow.com
  11. 11. Consolidating pagerank from date-based event and campaign landing pages. goInFlow.com /URL-­‐1/date/ # External Links /URL-­‐2/date/ # External Links New/Canonical/URL Social media Templates…. /URL-­‐1/date/ # External Links /URL-­‐2/date/ # External Links New/Canonical/URL
  12. 12. Google’s Perspective goInFlow.com
  13. 13. 1 Petabyte is 1,000,000,000,000,000 Bytes That’s 1,000,000,000 Megabytes or 1,000,000 Gigabytes goInFlow.com Google chewed through more than 20 Petabytes each day back in 2008. In 2015… ?
  14. 14. goInFlow.com 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.
  15. 15. goInFlow.com So Basically… Good Not So Good
  16. 16. Gathering the Data goInFlow.com
  17. 17. goInFlow.com
  18. 18. goInFlow.com I was all like…
  19. 19. goInFlow.com I was all like… I
  20. 20. goInFlow.com
  21. 21. Combining the Data goInFlow.com
  22. 22. 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. goInFlow.com
  23. 23. VLOOKUP FTW! goInFlow.com
  24. 24. OR… goInFlow.com
  25. 25. Analyzing the Data goInFlow.com
  26. 26. goInFlow.com Choosing Your Weapon
  27. 27. I Need to Switch This Around goInFlow.com
  28. 28. goInFlow.com Check for Time
  29. 29. Content Audit Strategies for Common Scenarios From www.goinflow.com/content-­‐audit-­‐strategies/ goInFlow.com
  30. 30. <segue type=“pet_peeve” target=“Magento”> 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> goInFlow.com
  31. 31. Large Site with No Penalty Risk From www.goinflow.com/content-­‐audit-­‐strategies/ goInFlow.com
  32. 32. Content Audit Strategies for Common Scenarios From www.goinflow.com/content-­‐audit-­‐strategies/ goInFlow.com
  33. 33. Content Audit Strategies for Common Scenarios From www.goinflow.com/content-­‐audit-­‐strategies/ goInFlow.com
  34. 34. Presenting Your Findings You could put emphasis with blue Museo goInFlow.com
  35. 35. 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. goInFlow.com
  36. 36. Take Pre-emptive Strategies Going Forward <link rel="canonical" href="hcp://blog.example.com/dresses/green-­‐dresses-­‐are-­‐awesome" /> goInFlow.com
  37. 37. 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 goInFlow.com
  38. 38. Bonus Slide #1 – Keep Products Off the Root Magento: www.placementedge.com/blog/how-to-add-a-prefix-to-magento-product-urls/ goInFlow.com BigCommerce
  39. 39. 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… Low End: 15 Hours Average: 30 Hours High End: 45 Hours goInFlow.com
  40. 40. Bonus Slide #3 – What About Big Data Sites? • 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 goInFlow.com
  41. 41. Thank You for Attending! © Copyright 2014 – Inflow – www.GoInflow.com goInFlow.com

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