Sample of content Audit Results Deck by MAN Digital

1. Skyrise
CONTENT
AUDIT
RESULTS

2. WHAT’S IN THIS
DOCUMENT?
1. An overview of the
completed content audit.
2. A breakdown of the “pillars”
and “clusters” assigned to
your site.
3. Deep dive into our findings.
4. Next steps

3. WHAT DID WE DO?
PART 1

4. 4
ACCESS.
What did we do?
Previously, we sent you a document called “Website Quality Audit”. In that
document, we scraped your blog / resources and tagged them to be audited for
performance and quality. We’ve completed a full audit of your content,
reviewing:
● Current keyword rankings and search volume (if any).
● Organic traffic to that page (last 12 months), conversions, impressions in
Google and click through rate in Google.
● Word count, page title and indexation.
With this data, we identified:
● “Pillar” and “cluster” topics of each existing post.
● A specific action to take on that page (i.e. update the text, target with
links, merge blog posts).
● Detailed notes about how to improve the quality of that page (if
applicable).

5. 5
ACCESS.
Why did we do it?
We want to make sure that every page on your website serves a
purpose, not only for visitors, but for search engines as well.
From an SEO point of view, we want to make sure every page is high
quality and satisfies “searcher intent”. We can do so by evaluating:
● Past performance of that page (data, analytics)
● Keywords and topical targeting (relevancy, volume,
competition)
● Freshness and quality (publish date, valid information, useful,
helpful)
The goal of our audit was to turn up low quality pages that no longer
serve a purpose and make a decision about how to handle each
specific post.

6. WHAT DID WE LEARN?
PART 2

7. 7
ACCESS.
Building a pillar / cluster (pillar / cluster) model
Pillar Topic
Cluster
Topic
Cluster
Topic
Cluster
Topic
Cluster
Topic
Cluster
Topic
Cluster
Topic
Cluster
Topic
Cluster
Topic
We use a “hub” and “spoke” model for building content
strategies:
● Pillar (hub) - the large concepts that are core to
the business operations. These topics must easily
map back to your product’s functionality.
● Clister (spoke) - the topics that support the pillar
and explore all possible options for traffic and
engagement.
We came up with what we believe should be the “pillar”
topics for your blog (next slide). Your blog has well over
71 posts on it - we went through the once that are
ranking [7] and manually came up with what we
believed the “pillar” and “cluster” topics were for each
post. We used this insights to determine what to do with
the post (i.e. if the post was clearly outside the hub, we
don’t need it and should 301 redirect into another post).

8. ACCESS.
Building your pillar / cluster framework
After reviewing your current content and strategy to
date, we’ve identified a set of initial “pillar” concepts to
build content around, all of which fall under the business
umbrella of software development:
● Mobile Dev
● Enterprise SaaS
● MVP
● IoT
● Software Audit
● Agile Team
The sample to the right is one complete pillar / cluster
model we have built for your campaign.
You will continue to add more “pillars” throughout the
content marketing process. You will develop “clusters”
off each pillar when we generate topics for your site.
IoT (i.e. Sesam
Sesam Case
Study Page)
IoT Content
Bluetooth
with
Raspberry Pi
and bleno –
part 1:
iBeacon
IoT Content
Bluetooth
with
Raspberry Pi
and bleno –
part 2: GATT
Bluetooth
with
Raspberry Pi
and bleno –
part 3:
notifications
Bluetooth
with
Raspberry Pi
and bleno –
part 4: iOS
client
IoT Content
IoT Content

9. URL Action Detail
Leave As Is
If a post was published less than 6 months ago, leave as is. If it’s older but has good traffic (more than 500 visits/year), is still relevant
and up to date, leave it as is.
301 Redirect When a post is old, has no traffic, conversions and does not map to brand pillars, redirect it.
Archive
If you have a group of pages that serve NO value to search engines (but have value to website visitors), the best option is to block that
section from being crawled. This works best when pages are grouped by URL structure (i.e. /archives/), so you’ll likely need to migrate
content to new physical folders. This works well on large, publishing sites with a TON of old content - it’s best to zip it all into an archive
section and block it from search (keep it accessible to visitors).
Refresh
When the post is losing traffic and keyword rankings are sliding (5 - 30) but has high potential to rank (maps to pillar, content is deep
enough, targeted properly) - we want to refresh the content. This means making small updates like page title, metas, H2s, internal links
and media.
Rewrite
When the post is losing traffic and keyword rankings are sliding (5 - 30), has high potential to rank with the current topic but is not deep
enough, outdated and needs improvement - we want to rewrite the content.
Merge
When there are multiple posts covering the same topic, we will want to “merge” them into 1 page that’s the authority on that topic. While
we will use 301 redirects to handle the merge, we classify them differently for understanding.
Target w/ Links If everything checks out with the page but it doesn’t have rankings, the best solution is to target it with links.
ACCESS.
Analyzing the possible results

10. Action Detail
Leave As Is 2 pages These pages are good as is - no further action necessary.
301
Redirect
0 pages We did not find any pages to 301 redirect..
Archive 0 pages We did not find any pages to archive.
Refresh 1 page We will push this page into your content calendar to refresh.
Rewrite 1 page We will push this page into your content calendar to rewrite.
Merge 2 pages We will push these pages into your content calendar for a detailed strategy of redirection + consolidation.
Target w/
Links
2 pages While all pages should eventually receive links, these pages checked out of everything else and will be pushed directly into target
pages for link acquisition.
ACCESS.
What did we find?
Click here to review the full content audit by URL action.

11. WHAT’S NEXT?
PART 3

12. 12
ACCESS.
What’s next for content?
To do:
● Review our URL actions internally. If you agree with them, please go ahead and make the suggested changes. We
are available to discuss them in more detail via phone call.
● Build chatbot on case study pages to drive more conversations.
● Build CTA on Raspberry Pi blog posts to test the quality of the traffic with ebook lead magnet.
a. Build Ebook for content upgrade. ( We’ve created a sample ebook for you here.)
b. Create Landing page to promote ebook
c. Create email marketing follow-up for the ebook.
● Begin building topics for new content creation. TBC in the next phase of our cooperation or done internally by
Skyrise: We will have you a list of topics, keywords and competition by DATE for your approval. We will then build
outlines and drafts of the content for your approval.
● Actions tab adjusted in the Workbook.
● We strongly suggest you review your blog posts as you have 71 and only 7 of them are ranking. We suggest you
delete or archive the once that are not relevant and not getting any traffic for you. Here is an example why this
makes sense. https://www.animalz.co/blog/content-pruning/. -