Sales Funnel & Content Marketing Audits
•
3 gefällt mir•1,033 views
Pubcon Florida 2019 session presentation on how to perform a content marketing audit and a competitive gap analysis to improve organic (SEO) traffic.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Sales Funnel & Content Marketing Audits
Ähnlich wie Sales Funnel & Content Marketing Audits (20)
Mehr von Rhea Drysdale
Mehr von Rhea Drysdale (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Sales Funnel & Content Marketing Audits
- 1. #pubcon @Rhea Content Marketing Audits Rhea Drysdale CEO, Outspoken Media
- 2. #pubcon @Rhea Rhea Drysdale CEO, Outspoken Media My path to this point: ! > " > # > $
- 4. Content takes ! and " to create. #pubcon @Rhea
- 5. Whether it’s performing or NOT #pubcon @Rhea
- 6. We need to figure that part out faster #pubcon @Rhea
- 7. Content opportunities: Missed & Lost #pubcon @Rhea
- 8. What is a missed content opportunity? #pubcon @Rhea
- 9. MISSED ___________________________ Your content has the potential to perform better. #pubcon @Rhea
- 10. Created poor quality content
- 11. Created good quality content
- 12. What is a lost content opportunity? #pubcon @Rhea
- 13. LOST ___________________________ Your content used to perform well, but no longer does. #pubcon @Rhea
- 14. Content can ! slowly or quickly #pubcon @Rhea
- 15. Created minimal content & didn’t maintain the old
- 16. Sometimes content performs well until it’s put in context #pubcon @Rhea
- 18. 2 content strategy need states = 2 deliverables #pubcon @Rhea
- 21. …provide #’s that get buy-in,
- 22. develop effective, long-term strategies 9
- 23. and detail actions that need to happen next.
- 24. What is a content audit?
- 25. “A content audit is the process of cataloging and analyzing all of the content on a website, including its performance.” http://bit.ly/bigcommerce-content-audit #pubcon @Rhea
- 26. “The purpose of a content audit for SEO is to improve the perceived trust and quality of a domain, while optimizing crawl budget and the flow of PageRank (PR) and other ranking signals throughout the site.” http://bit.ly/everett-content Evere% Sizemore Boundless Immigra0on #pubcon @Rhea
- 27. NEW METRIC ALERT Render budget Martin Splitt, Webmaster Trends Analyst @Google http://bit.ly/JS-video- series
- 28. What is a competitive gap analysis?
- 29. #pubcon @Rhea Rhea Drysdale CEO, Outspoken Media “A gap analysis is a comparison of your current performance versus desired, or optimal, performance. A competitive gap analysis compares your performance to a defined competitor set and metrics.” http://bit.ly/rhea-gap
- 30. CONTENT AUDITS
- 31. ! Forgotten content collects digital dust, which results in: ! #pubcon @Rhea
- 33. #pubcon @Rhea Due to… 1. Lack of promotion 2. Reduced shares & referral traffic 3. Algorithmic updates 4. Manual actions 5. Lack of freshness 6. Increased competition 7. SERP changes 8. Technical changes 9. Not mobile friendly 10. Not secure
- 35. #pubcon @Rhea Due to… 1. Server errors & redirects (internal, external, & inbound) 2. CMS upgrades 3. Out-dated plugins 4. Redesigns 5. New server / CDN 6. Updated forms 7. URL and domain changes 8. Outdated authorship 9. Broken or no longer supported assets (PDFs, docs, swf, iFrames, etc.) 10. Broken embeds like tweets, videos or images
- 38. #pubcon @Rhea Due to… 1. No longer offering a particular service, product, etc. 2. New brand language 3. New font, colors, and design elements 4. New brand or legal guidelines 5. New regulations and compliance requirements
- 39. #pubcon @Rhea This can be a major problem, not just for users, but also your SEO performance.
- 40. Because some pages are held to a higher standard... #pubcon @Rhea
- 41. #pubcon @Rhea YMYL = Your Money or Your Life
- 42. YMYL = Pages that could potentially impact the future !, ", #, or ☢ of users. #pubcon @Rhea
- 43. Google Quality Rater Guidelines #pubcon @Rhea
- 44. #pubcon @Rhea Page Quality Rating: Most Important Factors 1. The Purpose of the Page 2. Expertise, Authoritativeness, Trustworthiness 3. Main Content (MC) Quality and Amount 4. Website Information/information about who is responsible for the MC 5. Website Reputation/reputation about who is responsible for the MC
- 45. #pubcon @Rhea High Quality Pages 1. Very high level of E-A-T 2. A very satisfying amount of high or highest quality MC 3. Very positive website reputation and reputation for the creator of the MC (if different from the site)
- 46. If a page has 1+ of the following characteristics, the Low rating applies. If a page has multiple Low quality attributes, a rating lower than Low may be appropriate. #pubcon @Rhea
- 47. #pubcon @Rhea Low Quality Pages 1. An inadequate level of Expertise, Authoritativeness, Trustworthiness 2. The quality of the MC is low 3. There is an unsatisfying amount of MC for the purpose of the page 4. The title of the MC is exaggerated or shocking 5. The Ads or SC distract from the MC 6. There is an unsatisfying amount of website Information or information about the creator of the MC for the purpose of the page 7. A mildly negative reputation for a website or creator of the MC, based on extensive reputation research
- 48. There’s so much more… #pubcon @Rhea
- 49. Predicting site quality (using n-grams) Inventors: Navneet Panda & Yun Zhou Assignee: Google US Patent: 9,767,157 Granted: September 19, 2017 Filed: March 15, 2013 http://bit.ly/bill-site-qualiy Bill Slawski Go Fish Digital #pubcon @Rhea
- 50. Google has figured out how to generate a phrase model a group of sites. That model is used to establish a baseline site quality score, which is then used to score those and future sites. #pubcon @Rhea
- 51. #pubcon @Rhea What is a n-gram? a statistical analysis of text or speech content to find n (a number) of some sort of item in the text. http://bit.ly/lifewire-n-gram
- 52. Nerd out: 1) https://cloud.google.com/vision/ 2) https://cloud.google.com/natural-language/ #pubcon @Rhea
- 53. ! Google doesn’t have to tell us our content needs work. #pubcon @Rhea
- 54. We know what we’re doing. #pubcon @Rhea
- 56. Top 10 Reasons to Buy a Plant
- 57. The Benefits of Buying a Plant
- 58. How to Buy a Plant
- 59. Why You Should Buy a Plant
- 60. The Advantages of Buying a Plant
- 61. The Pros & Cons of Buying a Plant
- 62. 3 Signs You Should Buy a Plant
- 63. Buying a Plant in 2018
- 64. Buying a Plant in 2019
- 65. Purchasing a Plant for Home
- 66. Purchasing a Plant for Your House
- 67. Ultimate Guide to Buying a Plant
- 68. “If you have… different pages with similar content, Google sees these as duplicate versions of the same page. Google will choose one URL as the canonical version and crawl that, and all other URLs will be considered duplicate URLs and crawled less often.” #pubcon @Rhea
- 69. Legitimate reasons for “poor” quality content Email campaigns Social calendars Sales enablement Demand gen campaigns Personalized experiences
- 70. Here’s what I’m proposing… #pubcon @Rhea
- 71. The ACTUAL Ultimate Guide to Buying a Plant The Best Indoor Houseplants
- 72. “How-to __” Part 1 “How-to __” Part 2 Client A
- 73. 6 sessions 61 sessions Organic Sessions Over 17 Months #pubcon @Rhea
- 74. 81 sessions In 3 months 301 301 #pubcon @Rhea
- 75. 2,800% YOY increase in August Organic Sessions YOY to Consolidated URLs #pubcon @Rhea
- 76. If you want to geek out, look up:
- 77. ! Where do you start? #pubcon @Rhea
- 78. Marie Kondo
- 79. #pubcon @Rhea KonMari Method “The life-changing magic of tidying up”
- 80. KonMari is a framework for how to make difficult decisions. (With the added benefit of organizing your stuff.)
- 82. Does your content spark: #pubcon @Rhea
- 84. Perform a content audit #pubcon @Rhea
- 85. #pubcon @Rhea Content Audit in a !shell 1. Plan 2. Crawl your site 3. Extract your data 4. Pull other metrics 5. Filter 6. Analyze 7. Tag 8. Make decisions 9. Write up recommendations 10. Get buy-in 11. Get it done
- 89. Free Tools Verify Your Site with Google & Bing
- 91. Free Tools Go Old School
- 93. Use Professional Crawlers #pubcon @Rhea
- 94. #pubcon @Rhea
- 95. Use Data Extraction Tools & APIs #pubcon @Rhea
- 96. #pubcon @Rhea
- 97. Visualization & Dashboard Tools #pubcon @Rhea
- 99. #pubcon @Rhea When content is too big 1. Databases 2. Data warehouse
- 101. #pubcon @Rhea Data Limitations 1,048,576 rows by 16,384 columns Up to 2 million cells for sheets created in or converted to Google Sheets.
- 102. #pubcon @Rhea Skill Set Limitations • LEN • COUNTIF • SUBSTITUTE • VLOOKUP or INDEX MATCH • Filter • Text to columns • Pivot tables • Insert slicer • GDS - Blend data • GDS - calculated field (label content, group content, shorten URLs) • RegEx (for advanced filtering and formulas)
- 103. #pubcon @Rhea Web & Technical Literacy • Status codes (errors or redirects) • HTML • Headers • Meta tags • XML sitemaps • Structured markup (social and schema) • How to crawl JavaScript and other blocked content • Page speed • Accessibility • Mobile first indexation
- 104. Merge Data, Filter & Tag #pubcon @Rhea
- 105. #pubcon @Rhea What to look for depends on your goals What is/are your business objective(s)? - More engagement focused? - More conversion focused?
- 106. ⚠ Be careful! You can fall into a black hole…
- 107. Site analytics URLs Page Titles Meta Descriptions Headers Meta tags Errors Redirects Canonicals Parameters Inbound links (RD & BL, followed or no, anchor text) Internal links (quantity, anchors, followed, etc) Ranking keywords Overlapping keywords Organic clicks, impressions, and CTR Avg position for ranking KWs Rich snippets Mobile, tablet or desktop Branded vs non-branded Page Intent (informational, transactional, navigational) Content author Content owner Reputation of author Reputation of website E-A-T Purpose of page Persona / audience segment Buyer journey stage Taxonomy Site sections (products, resources, news, etc) Content type (blog posts, product listings, categories, webinars, whitepapers, infographics, calculators, etc) Custom tagging (topic areas, natural language queries, etc) Content length Content quality Reading level Grammar Legal & brand guidelines Specific regulations Social markup Images Video International considerations
- 108. When you emerge weeks later… (or less if you’ve streamlined the process) #pubcon @Rhea
- 109. #pubcon @Rhea Decide What Happens to Your Content: 1. Keep as-is 2. Update 3. Kill 4. Redirect 5. Canonical 6. Noindex 7. Disallow & noindex 8. Consolidate & redirect
- 110. Subdomain: Blog post 1 Blog post 2 Blog post 3 Client B
- 111. 166 sessions 9,105 sessions Organic Sessions Over 26 Months 137 sessions #pubcon @Rhea
- 113. Organic Sessions to Old vs Consolidated URLs #pubcon @Rhea
- 116. #pubcon @Rhea
- 117. URLs Page Titles Meta Descriptions Headers Meta tags Errors Redirects Canonicals Parameters Inbound links (RD & BL, followed or no, anchor text) Internal links (quantity, anchors, followed, etc) Ranking keywords Overlapping keywords Organic clicks, impressions, and CTR Avg position for ranking KWs Rich snippets Mobile, tablet or desktop Branded vs non-branded Client vs competitor Page Intent (informational, transactional, navigational) Content author Content owner Reputation of author Reputation of website E-A-T Purpose of page Persona / audience segment Buyer journey stage Taxonomy Site sections (products, resources, news, etc) Content type (blog posts, product listings, categories, webinars, whitepapers, infographics, calculators, etc) Custom tagging (topic areas, natural language queries, etc) Content length Content quality Reading level Grammar Legal & brand guidelines Specific regulations Social markup Images Video International considerations
- 119. home transac+onal topic 1 transac+onal topic 2 sub topic 1 sub topic 2 sub topic 3 sub topic 4 sub topic 5 transac+onal topic 3 sub topic 1 sub topic 2 sub topic 3 sub topic 4 sub topic 5 sub topic 6 persona content sub topic 1 sub topic 1 sub topic 1Grey = not relevant White = have comparable content Green = no content
- 120. Category Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 Client C
- 121. Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 What was the combined total of internal links to these sub pages?
- 122. Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 7!
- 123. Privacy policy Empty job pages How many internal links to these pages?
- 124. 3,863 Eek!
- 125. YOY Comparison Phase 2 launch Phase 1 launch
- 126. ! #pubcon @Rhea
- 127. Tale of caution: When you up your game, your competitors will take notice and do the same. #pubcon @Rhea