The document discusses content audits and provides guidance on conducting content audits. It defines a content audit as an assessment of all available content to determine its state and actionability. It recommends listing all content items, analyzing them based on defined criteria, and identifying actions. It provides examples of content audit goals and tools. It also presents different approaches to auditing content, including using a site crawler to export all pages to a spreadsheet and using analytics data to focus on high traffic pages.

1. Zurich Content Strategy Meetup
Content Audits
Memi Beltrame - @bratwurstkomet
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2. Content Audit
An assessment of the
state and actionability of
all available content.
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3. Content Audit
A view on content from
inside by insiders.
(*Not* You.)
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4. Your role: Facilitation
• Help customers decide which
content needs attention.
• Help them create the lists of
content they have to audit.
• Help them define criteria for the
audit.
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5. Steps in the Process
• Define goals and criteria
• List items
• Analyse criteria
• Define actions
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6. General Audit Goals
• ROT analysis: Audit all content to spot
„Redundant, Outdated, Trivial“ data.
• SEO: Page-title, Description,
(Canonical) URLs, Structure
• Content Type
(Continuity of format vs format mismatch)
• Make hierarchy visible
• Determine responsibility, allow prioritisation
and planning
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7. Tools and Helps
• Crawler for Full Site Listing:
Site Orbiter http://siteorbiter.com
• Audit Spreadsheets
http://www.kevinpnichols.com/enterprise_content_strategy/
• Audit Questionnaires
http://www.kevinpnichols.com/enterprise_content_strategy/
• Analytics
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8. Showcases
• Classic List-All-Audit-All approach
• CI Audit: Liip‘s CI challenge
• Analytics based Content Audit.
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9. List-All-Audit-All
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10. List-all-Audit-all
• Analyse domain with Site Orbiter
• Export Results to spread Sheet
• Go through Spread Sheet and
‣ add missing objective data
‣ add analysis / suggestions / action
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11. Site Orbiter
Site Orbiter works like a
page crawler, it indexes
every linked page for as
many levels you want.
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12. Site Orbiter
Site Orbiter gives you a list with all the pages on the
site, with useful info to start off you audit.
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13. Spreadsheet
(Using Google Spreadsheet to allow collaboration)
Site Orbiter Columns imported into the spread sheet
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14. Spreadsheet
Client Audit Columns. These columns will be mainly the clients contribution, due to
manpower and knowledge about whether something is outdated or not.
Columns:
• Last modified in CMS • Out of Date
• Visits • Superfluous
• Caters for Main Target Groups • Revise
• Main Target Group • Comments
• Redundant
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15. Spreadsheet
Agency-Audit Columns: This is your work since you should have the
expertise on usability and what to do to improve it.
Columns
• Usability of Content • Findability
• Appropriate page- • Comments
title • Proposed Actions
• Dead end?
• Call To Action
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16. Liip CI Audit
Listing all artefacts was a good starting
point to evaluate what the design
challenge would be.
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17. Liip CI Audit
‣ Make visible the important dimensions
‣ Instances of use (inbound/outbound)
‣ Consistency
‣ Style
‣ Channels
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18. Using Analytics
Large projects have often too much
information to handle via a classic audit.
Selecting the relevant data is key.
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19. What data is relevant?
• Pages with a lot of traffic
• Most used search terms
• Pages with high traffic and high
bounce rates.
• Pages you communicate
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20. Scenario 1
Search Term and Bounce Rate
• Look at the first 100 most used
search terms that bring you traffic
• Select those that have a high
bounce rate
• List the pages they lead to
• Figure out why users bounce
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21. Search Terms that bring a lot of traffic
but have high bounce rates may point
out relevant pages that need attention.
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22. Scenario 2
Internal search
• Look at the most used search
terms in the internal search
• look at the result pages.
Do these match the expectations?
• List the pages they lead to.
Do a regular audit.
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23. Scenario 3
Landing Pages
• Look up URLS like /something
• list the pages they lead to
• make the customer do a ROT
They may not be aware these
pages even exist!
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