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Measuring Opportunity Through Content Evaluation - Quiet Light Brokerage Webinar

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Measuring Opportunity Through Content Evaluation - Quiet Light Brokerage Webinar

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So you want to buy an existing website. Great! How's the content?

Learn how to evaluate content before a website purchase, and how to increase the ROI on that purchase by improving or changing content where necessary.

It's all about quality and flexibility.

So you want to buy an existing website. Great! How's the content?

Learn how to evaluate content before a website purchase, and how to increase the ROI on that purchase by improving or changing content where necessary.

It's all about quality and flexibility.

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Measuring Opportunity Through Content Evaluation - Quiet Light Brokerage Webinar

  1. 1. Measuring Opportunity Through Content Evaluation How Positive Changes to Website Content Can Increase ROI MICHELLE LOWERY @MichelleDLowery
  2. 2. Before you buy a website, you must evaluate the existing content.
  3. 3. Two Main Factors Quality Optimization
  4. 4. Quality Includes: Spelling and Grammar Style Length Reading Level
  5. 5. Spelling and Grammar Poor spelling and grammar can negatively affect authority and trust If the content is poor, what does that say about the product or service offered on the site?
  6. 6. Style Is the content too casual? Too formal? Does it use good vocabulary?
  7. 7. Length Is the content: long enough to be positively evaluated by search engines? short enough to hold readers’ attention?
  8. 8. Reading Level Can the content be easily understood by the audience? The average American reads at the 7th grade level. Source: U.S. Department of Health and Social Services However, it shouldn’t be too simplistic, either.
  9. 9. Optimization Includes: Good Use of Keywords Meta Tags Titles Good Linking
  10. 10. Good Use of Keywords While keywords should be included in page copy, the content should not be “stuffed.” Longtail keyword phrases are important in light of the Google Hummingbird update.
  11. 11. Meta Tags The two most important meta tags on any page are the title tag and the meta description. Are keywords included in the tags? Are the tags well structured? Do the tags adhere to best practices?
  12. 12. Meta Description The meta description is your first opportunity to convert.
  13. 13. Meta Description The better the description, the more likely the searcher is to click through to the site. A compelling and eye-catching meta description has a clear effect on organic click-through rates.
  14. 14. Meta Description Meta descriptions that cater to longtail queries also raise click-through rates. Source: Google CTR Study by Catalyst Search Marketing http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
  15. 15. Titles In addition to the title tag, actual article or blog post titles are also important. Do they include keywords? Are keywords well placed? Are the titles an appropriate length?
  16. 16. Linking Does the content contain strong internal links? Does the content contain appropriate outbound links? Are outbound links appropriately structured?
  17. 17. Evaluating E-Commerce Content Four Main Factors Quality Sourcing Supplementary Content Calls to Action
  18. 18. E-Commerce Content Quality All the quality aspects previously covered apply to e-commerce content, with some additional considerations.
  19. 19. E-Commerce Content Quality Are the most important product aspects covered? (size, color, weight, etc.) Are product descriptions consistent? Are descriptions long enough to inform, but short enough to hold customer interest?
  20. 20. E-Commerce Content Sourcing Do the product descriptions come from a vendor feed? •Potential duplicate content issues •Potential quality issues •An auto-generated feel rather than unique, attention-grabbing descriptions
  21. 21. Supplementary Content Is there a blog? If not, could adding one help boost sales? Are there any resources? •How-to articles •Instructions for use or assembly Other content related to products
  22. 22. Calls to Action Are they placed prominently and in appropriate locations on the pages? Are they worded well? Are they used appropriately throughout the site?
  23. 23. Making the Decision to Buy Content issues need not prohibit purchase. Despite any content issues, revenue and/or traffic may still be good. Content can always be improved or changed.
  24. 24. Making the Decision to Buy • If revenue is good in current condition, imagine what revenue could be like with improved and/or added content. • If traffic is good in current condition, imagine what traffic could be like with content optimization. • One e-commerce site saw a 400% increase in traffic by optimizing their keywords to be more in line with search terms. Source: Marketing Sherpa study http://www.marketingsherpa.com/article/case-study/traffic-increase-generic-seo-keyword-effort
  25. 25. How to Address Content Issues • Determine what content needs to be improved or replaced • Develop a priority list • Priorities will depend on factors such as site type and purchase date • For e-commerce, product descriptions may need updating before upcoming gift-based holidays
  26. 26. How to Address Content Issues • Determine what content you want to add • Develop a priority list • Create a schedule for content creation and/or editing
  27. 27. How to Address Content Issues • In-House • Do you have the resources • Writers, editors, content manager, content strategist • Do you have enough resources to accomplish content evaluation and restructuring in a timely manner?
  28. 28. How to Address Content Issues • Outsourcing • If you don’t have the resources in-house, you can seek help from outside professionals for: • • • • • • • • Content audit Content strategy Content creation Editing Consulting Schedule/editorial calendar creation Blog management Overall content management
  29. 29. Connect With Us      http://passionfruitcreativegroup.com/blog/ @PassionFruitCG facebook.com/PassionFruitCreativeGroup gplus.to/PassionFruitCreativeGroup linkedin.com/company/passion-fruit-creative-group

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