1.
Conducting a
Competitive Web
Content Analysis
Rick Allen
@epublishmedia
Content Strategy
Summit #CSsummit
Stay Ahead of the Curve:
Conducting a Competitive
Web Content Analysis
Meet Content
Rick Allen
@epublishmedia
HighEdWeb
2013
#heweb13
#MCS9

2.
Hi, I’m Rick.
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#heweb13 • @epublishmedia

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#heweb13 • @epublishmedia

4.
Why our websites are “blah”
Some disturbing photos
A little talk about process
Lots of examples! (And more photos!)
How to be awesome
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What’s on tap?
#heweb13 • @epublishmedia

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The problem

6.
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outdated

7.
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outdated
not modern

8.
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outdated
not modern
static, stale

9.
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outdated
not modern
static, stale
overwhelming

10.
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outdated
not modern
static, stale
overwhelming
cluttered

11.
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outdated
not modern
static, stale
overwhelming
cluttered
frustrating

12.
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outdated
not modern
static, stale
overwhelming
cluttered
frustrating
unintuitive

13.
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outdated
not modern
static, stale
overwhelming
cluttered
frustrating
unintuitive
fragmented

14.
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outdated
not modern
static, stale
overwhelming
cluttered
frustrating
unintuitive
fragmented
ordinary

15.
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outdated
not modern
static, stale
overwhelming
cluttered
frustrating
unintuitive
fragmented
ordinary
“Meh. It’s not doing any harm.”

16.
“Less blah,
more booya!”

17.
blah
A word commonly used to describe an
emotional state in which the person
feels a sense of having no hope; usually
during a deep depression.
#heweb13 • @epublishmedia
Source: Urban Dictionary

18.
booya
“Bam!”, “in your face”, and “hell yeah”,
all at the same time.
#heweb13 • @epublishmedia
Source: Urban Dictionary

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Less like...

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Clarity and Readability
Scorecard
More like...
Low
31%
Medium
58%
High
11%

22.
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Findability
Scorecard
More like...
Low
49% Medium
41%
High
10%

23.
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Communication Goal
Scorecard
More like...
Low
61%
Medium
20%
High
18%

24.
Is content findable?
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Is content accurate?
Is content on-brand?
Is content useful?
Is content usable?

25.
You don’t know
your web content
until you audit it.

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More context, please!

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Understanding content solutions
#heweb13 • @epublishmedia

28.
http://www.flickr.com/photos/cecphotography/5964949045/
Competitive content analysis

29.
A competitive analysis of
web content is an
assessment of competing
websites based on your
content goals.

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Benefits of a
competitive content analysis
#heweb13 • @epublishmedia

31.
Challenge your assumptions

32.
http://www.mtv.co.uk/news/liam-hemsworth/391643-liam-hemsworth-miley-cyrus-elton-john-crush-ellen

33.
Identify content assessment gaps
http://www.flickr.com/photos/limaoscarjuliet/3305886294/

34.
Better illustrate content problems
http://www.flickr.com/photos/carlos_lorenzo/2822368885/

35.
Keep your finger on the pulse
http://www.flickr.com/photos/azugaldia/7457645618/

36.
http://www.flickr.com/photos/azugaldia/7457645618/http://www.flickr.com/photos/25095603@N07/5066850988/
“What? You’re not on SL?!”

37.
http://www.flickr.com/photos/cecphotography/5964949045/
Do it better!
http://www.flickr.com/photos/krypto/449521911/

38.
Do better!Do better!

39.
Do better!Do better!

40.
Do better!

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How to plan for a competitive
content analysis
#heweb13 • @epublishmedia

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How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
1. Chose your focus

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How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
1. Chose your focus
2. Define analysis criteria

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How to plan for a competitive
content analysis
#heweb13 • @epublishmedia
1. Chose your focus
2. Define analysis criteria
3. Identify your competition

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1. Choose your focus
#heweb13 • @epublishmedia
Branding & communication
Findability & information
architecture
Readability & usability

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2. Define competitive analysis
criteria
#heweb13 • @epublishmedia
Content organization and navigation
Site search
Labeling and taxonomy
On-page content hierarchy
User task completion
Readability
Findabilty
Brand messaging
Content topics
Content types
Content delivery channels

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What competing organizations have
overlapping applications with your institution?
What competing websites are successful?
Which do a great job with content?
What competing organizations have similar
visitor demographics as your institution?
3. Identify your competition

48.
Keep your finger on the pulse
http://www.flickr.com/photos/riacale/25509892/
What about assessing websites
outside of higher ed?

49.
1. Competitor one
2. Competitor two
3. Competitor three
4. Competitor four
5. Competitor five
6. Competitor six
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Create a short list of competitors
#heweb13 • @epublishmedia

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#heweb13 • @epublishmedia
1. Primary navigation
2. On-page content hierarchy
3. Links and labels
4. Site search
A sample competitive content
analysis criteria (IA focus)

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#heweb13 • @epublishmedia

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#5

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#4

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#3

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#2

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#1

57.
Blah or booya?

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Primary Navigation
#heweb13 • @epublishmedia
Is the site easy to navigate, or
would a newcomer get lost?
Are the menus consistent and
accessible from every page?

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Univ. of Iowa
Univ. of
California
Univ. of Illinois
West Virginia
Univ.
Syracuse Univ.
Academics Academics About Us Undergraduate Admissions
Research Administration Academics Graduate
Current
Students
Arts Admissions Arts & Culture Global Faculty and Staff
Athletics Athletics Athletics Current Students
Alumni and
Friends
Health Care Libraries International Faculty
Parents and
Families
Libraries Our Campus Library Staff SU Home
Diversity Research
Public
Engagement
Alumni About SU
[+9] Research [+2] [+5]
Primary Navigation

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• Audience-based
navigation
• No direct links to
topical content for
external audiences
• It’s unclear “Future
Students” is not a link
Primary Navigation

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• Three-tier navigation
scheme confuses
information hierarchy
• “Where should I
start?”
• Direct links provide
easy-access to lower-
level topic pages
Primary Navigation

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On-Page Content Hierarchy
#heweb13 • @epublishmedia
Does on-page content organization
enhance findability and user
comprehension or cause confusion?

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On-Page Content Hierarchy
• Clear, bold headers
• Headers help organize
and prioritize
information
• Fuzzy image is not
clearly relevant
• “Graduate Application
Demo” is easily
overlooked

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On-Page Content Hierarchy
• Headers don’t relate to
page title
• Top content appears
irrelevant
• Irrelevant images
confuse information
hierarchy—what
information is most
important and what
will I find here?
• Unclear next steps

69.
72
Labels and Links
#heweb13 • @epublishmedia
Are labels on section headers and
content groupings easy to understand?
Are links easy to distinguish from each
other?
Or, are they ambiguous and
uninformative (e.g., "click here")?

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71.
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Labels and Links
• Clear subheads, such
as “Ready to Apply?”
guide prospective
students
• Inline links, such as
"application
instructions," clearly
describe the purpose
and function of the
destination page
• Sidebar links, such as
“Videos,” lack context
and are not clearly
relevant

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73.
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Labels and Links
• Headers "Dean,"
"Quick Links," and
"Other Helpful Links"
do not describe the
purpose and value of
content
• Confusing labels and
location of admissions
content
• Inline link text such as
"PDF Flyer" does not
adequately describe
the destination page

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Site Search
#heweb13 • @epublishmedia
Is the search engine easy to use?
Are search results well organized and
easy to understand?
Are search results relevant?

75.
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Site Search
• Irrelevant search
results
• Duplicate page titles

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78.
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Site search
• Search results are
relevant and well-
organized
• Clear link text and
descriptions of
destination pages

79.
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Another look:
Branding and messaging

80.
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Less like...

81.
Inviting, human, helpful.
84
More like...

82.
Blah or booya?

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86

84.
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It is my pleasure to welcome you to Fordham Law. I invite
you to learn about the many accomplishments of the Law
School community through this website. You will also find
information about the School's groundbreaking centers and
institutes, our distinguished faculty, and Fordham Law's
distinct approach of teaching law to the next leaders in the
legal profession.

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As befits the youngest top law school in the nation, UCLA
School of Law has always been—and remains—at the
forefront of educational innovation. At the heart of our
approach to the teaching of law is the recognition that we
are first and foremost training legal professionals.

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90

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"First principles" matter to me. Whether in the law, in one's
faith or in one's personal and professional conduct, the
ever-present construct of first principles must guide us in
life's many endeavors. It was so for me as a judge. It is so
for me as a dean of Pepperdine University School of Law.

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Findings and recommendations

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http://boagworld.com

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94
Clarity and Readability
Scorecard
Synthesize...
Low
31%
Medium
58%
High
11%

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95
Competitive Analysis Rankings
Website 1 Website 2 Website 3 Website 4 Website 5
Primary
Navigation High Medium Medium High Low
Secondary
Navigation Low Medium High High Low
Content
Hierarchy Medium Medium Medium Medium Low
Labeling and
Taxonomy Medium High High Medium Low
Site Search
Low Low High Medium High

93.
Identify themes
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#heweb13 • @epublishmedia

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content hierarchy

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content hierarchy
context

96.
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content hierarchy
context
consistency

97.
100
content hierarchy
context
consistency
readability

98.
101
content hierarchy
context
consistency
readability
findability

99.
102
content hierarchy
context
consistency
readability
findability
wayfinding

100.
103
content hierarchy
context
consistency
readability
findability
wayfinding
jargon

101.
104
content hierarchy
context
consistency
readability
findability
wayfinding
jargon
communication

102.
105
content hierarchy
context
consistency
readability
findability
wayfinding
jargon
communication
scannability

103.
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content hierarchy
context
consistency
readability
findability
wayfinding
jargon
communication
scannability
content purpose

104.
107
content hierarchy
context
consistency
readability
findability
wayfinding
jargon
communication
scannability
content purpose
voice and tone

105.
Illustrate content problems
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#heweb13 • @epublishmedia

106.
Voice and ToneVoice and Tone
Inviting, HelpfulInviting, Helpful
Less like...
Our mission is making sure you have
access to a quality academic and
student experience …

107.
Voice and ToneVoice and Tone
Inviting, HelpfulInviting, Helpful
Less like...
Our mission is making sure you have
access to a quality academic and
student experience …
More like...
We're here to help you reach your
academic and career goals …

108.
Plan next steps
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#heweb13 • @epublishmedia

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The problem

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The problem

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The problem The solution

112.
Rick Allen
@epublishmedia
Thank you!
#heweb13 • @epublishmedia