The document provides tips for auditing and improving thin website content that provides little value. It recommends creating a spreadsheet to inventory pages on a site and audit content based on metrics like word count, pageviews, and bounce rate. Columns are suggested to classify issues and needed improvements like rewriting copy, adding quotes, or moving content to more relevant pages. Fixing thin, low-quality content can significantly improve traffic and user engagement.

1. How to audit and fix thin content with no value
Stephen Kenwright, Senior Search Strategist@stekenwright

2. @stekenwright

3. Time to long click
Time to long click by AJ Kohn:
http://b3.io/BlindFiveYearOld
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4. Google thinks these aren’t the pages they’re looking for
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5. @stekenwright

6. Content Inventory

7. #1Take a sample of pages on your site and add them to a spread sheet
#1
Add all the pages on your site to a spreadsheet
@stekenwright

8. Use a crawler…
Try this: http://www.seerinteractive.com/blog/screaming-frog-guide
…and export to .csv
Status Code
Title 1
Title 1 Length
Meta Description 1
Meta Description Length1
H1-1
Meta Data 1
Canonical Link Element 1
Word Count
404
0
0
0
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9. Export from Analytics
#1
Behavior > Site Content > All Pages
(Remember to change date range!)
#2
Export to .csvand copy into workbook (new sheet)
#3
=VLOOKUP
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10. Bounce Rate
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11. Page Views
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12. Bounce rate improved by 31%
Average Time on Site
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13. Bounce rate improved by 31%
Conversions
£
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14. Audit Content

15. Add columns to Excel
Keep
Needs Rewrite
Issues
Actions
Y
Y
Poor copy
Rewrite copy
Y
Y
Poor copy under tabs
Rewrite copy under tabs
Y
N
Y
N
No quotes from senior team
Add2 quotes
Y
N
Y
N
Y
N
Y
Y
Copy is shorter than other pages / noquotes from senior team
Extend copy/ Add 2 quotes
N
N
N
N
N
N
Add paragraph breaks
N
N
Similarpage already exists
301
Y
N
Y
Y
Languagetoo colloquial
Formalise copy
Y
N
N
N
Y
Y
Thin content
Provide additional information about the link
Y
Y
Irrelevant copy
Move copy to relevant page / createnew copy
Y
N
Copy is too dense
Create additional paragraph breaks
N
N
Weak introductory copy
N
N
Similar page already exists
301
N
N
Doorwaypage
301
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16. Columns
Must have:
•Title 1 (Title tag) Screaming Frog
•URL Screaming Frog
•Status Code Screaming Frog
•Canonical Link Element 1 Screaming Frog
•Pageviews Analytics
•Avg. Time on Page Analytics
•Bounce Rate Analytics
Nice to have:
•Title 1 Length Screaming Frog
•Title 1 Pixel Width Screaming Frog
•Meta Description Screaming Frog
•Meta Robots Screaming Frog
•Word Count Screaming Frog
•Social shares www.socialtally.co.uk
•Backlinks Open Site Explorer / Ahrefs/ Webmaster Tools
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17. What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other
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18. How long do you have to engage a user?
3.8 seconds
Jacob Nielson –useit.com
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19. Your content has 3.8 seconds to establish…
Relevance
•Are you right for me?
•Have you answered my question?
Trust
•Do you look credible?
•Can I trust you with my money?
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20. Inverted triangle
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21. Most web content…
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22. This is how users read web content
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23. @stekenwright

24. Content
Content
Content
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25. +2,800%
TRAFFIC INCREASE
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26. What you should look for

27. Indexation
How to find out:
site:search
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28. Duplication
Also watch out for:
•Duplicate titles and meta descriptions
•Aggregation pages e.g., tags, categories
•Content that has to be duplicated across pages e.g., disclaimers, “the small print” – make sure it’s up to date!
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29. @stekenwright

30. Top heavy
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31. Cite your sources
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32. Trust signals
#1
Contact information / address clearly displayed on the page
#2
About Us (not just for conversions –Panda too)
#3
Author name / photo
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33. When was this fresh?
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34. High quality images =
Higher CTR, more sales
Econsultancy
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35. +5-7%
Increase in conversions on pages with user generated content
Source: CMO.com
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36. You’re not going to like this…

37. Exact Match Domains
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38. Highly regulated sectors
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39. @stekenwright

40. Doorway Pages ≠ search traffic
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41. Thank you!
Please email any questionsto stephen.kenwright@branded3.comor get in touch on Twitter: @stekenwright
@stekenwright