Download to read offline
Uploaded byJake Bohall
Improving Content Quality at Scale and with AI - Pubcon Austin 2023
Jake Bohall's presentation discusses improving content quality at scale through identifying marketing inefficiencies and using AI for content validation. Key points include ensuring SEO strategies align with user intent, conducting content audits to eliminate low-quality pages, and utilizing various analytical tools to enhance website performance. The overarching mission of Hive Digital is to empower organizations by effectively communicating their messages through responsible digital marketing practices.
More Related Content
Similar to Improving Content Quality at Scale and with AI - Pubcon Austin 2023
Improving Content Quality at Scale and with AI - Pubcon Austin 2023
- 1. sdf Improving Content Quality atScale Presented by: Jake Bohall Marketing for a Better World @jakebohall
- 2.
- 3. @jakebohall This talk isfor you!
- 4.
- 5. #family #techseo #education#puzzles#music #food Co-Founder at Hive Digital, an Award-winning agency amplifying the impact of companies changing the world Jake Bohall @jakebohall Specialties: - Quickly identifying marketing inefficiencies - Developing/Improving processes for in-house teams - Solving complex SEO issues that require cross- department coordination - Learning from mistakes…
- 6. @jakebohall DISCLAIMER… I’m Not ThatTechnical
- 7.
- 8. @jakebohall You just disappointmore people If your product/service/site/etc. sucks, ranking #1 doesn’t fix it..
- 9. @jakebohall Image Credit |https://brianaripley.com/ Prevention Cure
- 10. Search Engines Are“People” Too @jakebohall Awarenes s Interest Desire Action 1 3 takeaways from this session:
- 11. Complex Problems Don’tRequire Complex Solutions 3 takeaways from this session: @jakebohall 2
- 12. Use AI toAssist with Content Validation @jakebohall 3 3 takeaways from this session:
- 13. @jakebohall Crawling / Discovery TechnicalSEO - Ensure search engines can understand your content and index it for users to see Hierarchy of SEO Content / Relevance Content SEO - Create the link between search intent and conversion through targeted messaging Experience / Vitals UX SEO - Ensure a safe, stable, and frustration free interaction with website content Links / Authority Offsite SEO - Establish brand dominance for core to business topic visibility
- 14. Search Engines arePeople Too @jakebohall Awareness Interest Desire Action 1
- 15.
- 16.
- 17. @jakebohall Awareness Discovered / Crawled Ensuresearch engines can find your content AIDA Model Applied to Search Engines Interest Presented / Indexed Create content that is unique and brings value Desire Recommended / Ranked Users are searching for what you offer, content meets intent, has authority Action Clicked Titles & Descriptions are compelling to users
- 18.
- 19.
- 20.
- 21. @jakebohall Typical Content AuditDiscoveries 1. Old Seasonal Content - /best-x-2015 2. Spam - /get-your-gucci, /buy-me, /buy-me-2 3. Outdated Info - /v1-pricing, /submit-directories 4. Brokenness - /broke-template, /broke-embed 5. Management - Forces inventory and guides future 6. Opportunity - /calculator, /data
- 22.
- 23. @jakebohall Complex Problems Don’tRequire Complex Solutions 2
- 24.
- 25. @jakebohall Do a “ConversionInfluence” Audit! Analytics segment - pages with conversion in session
- 26. @jakebohall Do a “ConversionInfluence” Audit! Quickly identify pages with more/less influence on conversions… and # of visitors impacted
- 27. @jakebohall Can We DeleteContent?
- 28. @jakebohall 1. Tons ofpages, 2. Garbage Content 3. Keyword Variants in the URL Are You This Person?
- 29. Challenge: User GeneratedContent Site ● Users can upload their images to the site ● Users tag the images. ● There is no moderation on tags. ● Tag pages drive largest amount of traffic @jakebohall
- 30. 5,000,000 Pages sail boat,sailboot, sailboats, boat sails, boat sailing, sailing boats, sail boats, sail boating, sailboating, sail-boats, sail-boating, sail boat, a sail boat, 2 sail boats, 1 sail boat, sail boat ocean …. @jakebohall
- 31. ● Prep: UpdateDB to create canonical and noindex flags ● Run all tags through CPC tools - Noindex All $0/cpc ● Used Aspell to find mappings of one term to another for simple misspelling issues @jakebohall Only 150k tags impacted :( Hotfix: Triage Step 1
- 32. What can weuse? ● Predicted Traffic Volume (keyword+product) ● Unique Visitors -- Last year ● Tag Count -- Weighting ● Porter Stemming -- Root Words ● Lemmatization -- twinword.com/api/lemmatizer.php ● Jaro-Winkler Scores -- Edit distance ● Keyword Planner Grouping -- Same data @jakebohall
- 33. @jakebohall Jaccard Indexing --Product overlap
- 34. @jakebohall Kmeans Clustering --Visual groupings
- 35.
- 36. @jakebohall Wikipedia Searches --Redirects & Disambiguation
- 37. Create Buckets forAction ● Safe - Do nothing ● Map to Something Else - Redirect ● Delete Create a heuristic for each bucket… @jakebohall
- 38. Impact: This group (491k)represented 5.3m of actual traffic in past year @jakebohall Criteria: - Matches wikipedia - Has Traffic - Has CPC Value - Is Centroid Action: - These terms should be linked directly to their results page - No change in usage
- 39. Impact: This group (254k)represented 145k of actual traffic in past year @jakebohall Criteria: - Almost a good tag - High volume, but not a centroid, or wiki destination Action: - Tags will remain in the database, any internal links will display text as anchor - The internal link will point to the corrected tag ID - Results page canonical to corrected ID
- 40. Impact: This group (384k)represented 68k of actual traffic in past year @jakebohall Criteria: - No match to wikipedia or vector - Traffic volume without product volume - Frequent usage Action: - These tags should be left in place for the artwork - Print onto the artwork page, - Do not link to or create any search results/tags pages
- 41. Impact: This group (114k)provided 150 tracked visitors in the past year @jakebohall Criteria: - No volume - Wikipedia match or Vector match is a good tag Action: - These tags need to be replaced on each piece of artwork with the corrected tag - Original tag removed from all artwork/circulation - Tag should not be displayed anywhere.
- 42. Impact: This group (76k)did not provide any tracked traffic in the past year @jakebohall Criteria: - No traffic - Has CPC value - Positive Indicators Action: These tags should not display, but are not considered bad... Essentially Content only tags, but these have less confidence
- 43. Impact: This group (3.93m)did not provide any tracked traffic in the past year @jakebohall Criteria: - No traffic - No mappings, - Low volume usage Action: These tags simply need to be destroyed. They represent unmappable tags without traffic potential
- 44.
- 45. @jakebohall SEO Win - ImproveCrawl Efficiency With fewer pages to traverse, full crawls cycle faster decreasing time to discovery Image Credit | Verisign Blog Eliminate misleading/confusing content
- 46. @jakebohall Percentage of URLscrawled at each page level improves. Improvement in crawl budget has allowed Google to crawl deeper into our site. Before After
- 47. @jakebohall SEO Win - Consolidate Authority Fewerpages means stronger weighting on remaining pages and decreased keyword cannibalization Image Credit | Botify Eliminate misleading/confusing content
- 48. @jakebohall Increase in thenumber of active URLs on Google indicates that a larger number of our pages are receiving traffic than prior. This supports our efforts toward increasing authority and greater trust across the site as a whole. After Before
- 49. @jakebohall Eliminate misleading/confusing content SEOWin - Minimize Risk to Algorithm Updates Removing low quality content improves overall site quality metrics + Experience
- 50. @jakebohall 3 You Can UseAI to Assist with Content Validation
- 51.
- 52.
- 53.
- 54.
- 55.
- 56.
- 57.
- 58.
- 59.
- 60.
- 61.
- 62. Search Engines Are“People” Too @jakebohall Awarenes s Interest Desire Action 1 Don’t Forget
- 63. Complex Problems Don’tRequire Complex Solutions Don’t Forget @jakebohall 2
- 64. You Can UseAI to Assist with Content Validation @jakebohall 3 Don’t Forget
- 65. @jakebohall How can wehelp you?
- 66. The Hive DigitalMission Hive Digital empowers globally responsible companies, organizations, and individuals by amplifying their message through innovative digital marketing. We use integrity, transparency and humility to promote a nurturing environment, which translates to growth for our clients and our company. We hope you’ll let us be a part of your change in the world. HiveDigital.com @HiveMarketing 800-650-0820