Content Audit - Content Days June 2020
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Get back control of your website! - with a content audit.
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Content Audit - Content Days June 2020
- 1. @irenemichl Content Audit Foto Unsplash alfons-morales-YLSwjSy7stw Get back control of your website!
- 2. @irenemichl Hello!Irene Michl Content Strategist and bestseller author „Think Content!“ Content Strategy | Trainings | Coaching | Lecturer +43676/3391238 | irene.michl@irenemichl.at | www.irenemichl.at
- 3. @irenemichl What is a content audit?
- 6. @irenemichl A Content Audit is exploring You will... # meet the website in its entirety # learn about the content quality # learn about content relevance to # develop strategies how to control your website
- 7. @irenemichl You need a plan # Why are you doing an audit? # What do you like to know?
- 8. @irenemichl You need a plan # Why are you doing an audit? Migration to new website # What do you like to know? What is the status quo? What and how much do we want to migrate? What do we have to fix first?
- 9. @irenemichl You need a plan # Why are you doing an audit? Reduce content to increase user experience # What do you like to know? What is relevant to our users? How can we create content which can be easily kept up to date?
- 10. @irenemichl You need a plan # Why are you doing an audit? yearly review # What do you like to know? Is everything accurate and up to date?
- 12. @irenemichl
- 13. @irenemichl
- 14. @irenemichl Inventory Structure Address Notes Target group/ persona Status Code Title Title Length Meta Description Meta Description Length H1 H1 length H2 H2 length Size (bytes) Word Count Crawl Depth Response Time Last Modified Page views Unique page views Average time on page Entries Bounce rate Exits
- 15. @irenemichl 29,000 PDF (but 970 web pages) views 2019 Home page 387387 about us / project x 9 about us / project x / section 1.1. 3 about us / project x / section 1.2 1 about us / project x / section 1.3 0 about us / project x / section 1.4 1 about us / project x / section 1.5 1 Results & Findings Page Titles All 2916 100.00% 2916 Missing 0 0.00% 2916 Duplicate 2639 90.50% 2916 H1 All 2916 100.00% 2916 Missing 14 0.48% 2916 Duplicate 2086 71.54% 2916 @irenemichl
- 16. @irenemichl
- 17. @irenemichl How much is your website worth? # Hours spent manage & produce content # External ressources paid for content # Design and setup
- 18. @irenemichl What value does your website provide? # How much does your website contribute to your business success?
- 21. @irenemichl Content Relevance user needs brand message business goals Ⓒ Irene Michl relevant content
- 22. @irenemichl Content Relevance user needs brand message business goals persona & journey consistency voice & tone visual set priorities Ⓒ Irene Michl relevant content
- 23. @irenemichl # structure # accessibility # spelling, grammar,... # SEO requirements # consistency # current, relevant, appropriate, redundant # meet user’s needs, meet business goals # ... Content Quality Tip: define characteristics of the quality criteria with a scale 0, 1 to 3
- 24. @irenemichl Title 1 Target group Goal of the page goalachieved valuefortheuser contentstructure quality&Styleof conent views uniqueviews entries exits %exits stauts Study program XY target group 1 overview study program mediocre high mediocre mediocre 30407 24120 3075 25,24% 12,50% revise target group 1 mediocre high poor poor 16309 11849 1283 48,02% 33,02% revise target group 1, target group 3 good high mediocre mediocre 31863 25301 2428 63,09% 26,22% revise target group 2 good medium mediocre good 2073 1811 79 48,05% 11,24% revise target group 2 good high mediocre poor 3163 2571 978 65,01% 42,18% revise target group 2 good high Mediocre mediocre 6403 5799 1115 62,22% 33,80% revise target group 1 good high poor mediocre 6169 4917 595 53,13% 24,25% revise target group 4 good low good mediocre 544 497 104 75,00% 27,39% delete target group 2 good low good mediocre 1451 1326 370 75,14% 38,25% revise target group 2 mediocre low good good 1613 1489 131 68,70% 26,10% delete target group 2 poor low poor poor 572 529 131 69,47% 30,42% delete good 12 7 5 5 mediocre 3 2 6 7 poor 1 7 5 4
- 26. @irenemichl # know your user‘s needs(!), your business goals, and brand # define audit goals # define quality criteria # show important issues to your stakeholder to get resources „show don‘t tell“ # content audit as basis for effective and efficient content work # content is a business asset, treat it as such Run an audit at least once a year to keep up the quality! Take aways
- 28. @irenemichl Der Klassiker für Content Strategie »Definitiv Pflichtlektüre für alle angehenden Content Strategen. Ein sehr, sehr gutes Buch für jeden, der es mit dem Thema wirklich ernst meint.« Mirko Lange, Talkabout » ... Und ich bin echt begeistert, in welche Richtung die neue Auflage geht. In der 1. Auflage ging es primär um das Thema Website, in dieser Auflage geht es mehr um Strategien, welche unabhängig vom Kanal eingesetzt werden können. Es gibt so viele neue Fallbeispiele, Tools, Checklisten und zeitgemäße Beispiele, die unglaublich viel Inspiration liefern... « Philipp S., 5 Sterne auf Amazon https://www.rheinwerk-verlag.de/think-content_4127/?GPP=tc2019 (Buch, eBook oder gemeinsam im Bundle)