content audits
DESCRIPTION
This presentation explains what content audits are and shows 3 usecases of a content audit.TRANSCRIPT
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Liip - Agile Web Developmentliip.ch
Content AuditsZurich Content Strategy Meetup
Memi Beltrame - @bratwurstkomet
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Liip - Agile Web Developmentliip.ch
An assessment of the state and actionability of
all available content.
Content Audit
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Liip - Agile Web Developmentliip.ch
A view on content from inside by insiders.
(*Not* You.)
Content Audit
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Liip - Agile Web Developmentliip.ch
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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Liip - Agile Web Developmentliip.ch
Steps in the Process
• Define goals and criteria• List items • Analyse criteria• Define actions
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Liip - Agile Web Developmentliip.ch
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„Redundant, Outdated, Trivial“ data.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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Liip - Agile Web Developmentliip.ch
Tools and Helps
• Crawler for Full Site Listing:Site Orbiter http://siteorbiter.com
• Audit Spreadsheetshttp://www.kevinpnichols.com/enterprise_content_strategy/
• Audit Questionnaireshttp://www.kevinpnichols.com/enterprise_content_strategy/
• Analytics
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Liip - Agile Web Developmentliip.ch
Showcases
• Classic List-All-Audit-All approach• CI Audit: Liip‘s CI challenge• Analytics based Content Audit.
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Liip - Agile Web Developmentliip.ch
List-All-Audit-All
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Liip - Agile Web Developmentliip.ch
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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Liip - Agile Web Developmentliip.ch
Site Orbiter
Site Orbiter works like a page crawler, it indexes every linked page for as many levels you want.
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Liip - Agile Web Developmentliip.ch
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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Liip - Agile Web Developmentliip.ch
Spreadsheet(Using Google Spreadsheet to allow collaboration)
Site Orbiter Columns imported into the spread sheet
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Liip - Agile Web Developmentliip.ch
SpreadsheetClient 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• Visits• Caters for Main Target Groups• Main Target Group• Redundant
• Out of Date• Superfluous• Revise• Comments
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Liip - Agile Web Developmentliip.ch
SpreadsheetAgency-Audit Columns: This is your work since you should have the expertise on usability and what to do to improve it.
• Usability of Content• Appropriate page-
title• Dead end?• Call To Action
• Findability• Comments• Proposed Actions
Columns
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Liip - Agile Web Developmentliip.ch
Liip CI Audit
Listing all artefacts was a good starting point to evaluate what the design
challenge would be.
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Liip - Agile Web Developmentliip.ch
Liip CI Audit‣ Make visible the important dimensions ‣ Instances of use (inbound/outbound)‣ Consistency‣ Style‣ Channels
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Liip - Agile Web Developmentliip.ch
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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Liip - Agile Web Developmentliip.ch
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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Liip - Agile Web Developmentliip.ch
Scenario 1Search 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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Liip - Agile Web Developmentliip.ch
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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Liip - Agile Web Developmentliip.ch
Scenario 2Internal 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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Liip - Agile Web Developmentliip.ch
Scenario 3Landing 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!