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Sales Funnel & Content Marketing Audits

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Pubcon Florida 2019 session presentation on how to perform a content marketing audit and a competitive gap analysis to improve organic (SEO) traffic.

Publicada em: Marketing
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Sales Funnel & Content Marketing Audits

  1. 1. #pubcon @Rhea Content Marketing Audits Rhea Drysdale CEO, Outspoken Media
  2. 2. #pubcon @Rhea Rhea Drysdale CEO, Outspoken Media My path to this point: ! > " > # > $
  3. 3. Content takes ! and " to create. #pubcon @Rhea
  4. 4. Whether it’s performing or NOT #pubcon @Rhea
  5. 5. We need to figure that part out faster #pubcon @Rhea
  6. 6. Content opportunities: Missed & Lost #pubcon @Rhea
  7. 7. What is a missed content opportunity? #pubcon @Rhea
  8. 8. MISSED ___________________________ Your content has the potential to perform better. #pubcon @Rhea
  9. 9. Created poor quality content
  10. 10. Created good quality content
  11. 11. What is a lost content opportunity? #pubcon @Rhea
  12. 12. LOST ___________________________ Your content used to perform well, but no longer does. #pubcon @Rhea
  13. 13. Content can ! slowly or quickly #pubcon @Rhea
  14. 14. Created minimal content & didn’t maintain the old
  15. 15. Sometimes content performs well until it’s put in context #pubcon @Rhea
  16. 16. 2 content strategy need states = 2 deliverables #pubcon @Rhea
  17. 17. LOST ___________ Content Audit MISSED ____________ Competitive Gap Analysis
  18. 18. Both deliverables… #pubcon @Rhea
  19. 19. …provide #’s that get buy-in,
  20. 20. develop effective, long-term strategies 9
  21. 21. and detail actions that need to happen next.
  22. 22. What is a content audit?
  23. 23. “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
  24. 24. “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
  25. 25. NEW METRIC ALERT Render budget Martin Splitt, Webmaster Trends Analyst @Google http://bit.ly/JS-video- series
  26. 26. What is a competitive gap analysis?
  27. 27. #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
  28. 28. CONTENT AUDITS
  29. 29. ! Forgotten content collects digital dust, which results in: ! #pubcon @Rhea
  30. 30. 1 ! Traffic declines
  31. 31. #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
  32. 32. 2 ! Technical debt
  33. 33. #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
  34. 34. ✅2011 2018 " " #pubcon @Rhea
  35. 35. 3 ! Off-message content
  36. 36. #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
  37. 37. #pubcon @Rhea This can be a major problem, not just for users, but also your SEO performance.
  38. 38. Because some pages are held to a higher standard... #pubcon @Rhea
  39. 39. #pubcon @Rhea YMYL = Your Money or Your Life
  40. 40. YMYL = Pages that could potentially impact the future !, ", #, or ☢ of users. #pubcon @Rhea
  41. 41. Google Quality Rater Guidelines #pubcon @Rhea
  42. 42. #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
  43. 43. #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)
  44. 44. 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
  45. 45. #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
  46. 46. There’s so much more… #pubcon @Rhea
  47. 47. 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
  48. 48. 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
  49. 49. #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
  50. 50. Nerd out: 1) https://cloud.google.com/vision/ 2) https://cloud.google.com/natural-language/ #pubcon @Rhea
  51. 51. ! Google doesn’t have to tell us our content needs work. #pubcon @Rhea
  52. 52. We know what we’re doing. #pubcon @Rhea
  53. 53. Real example: #pubcon @Rhea
  54. 54. Top 10 Reasons to Buy a Plant
  55. 55. The Benefits of Buying a Plant
  56. 56. How to Buy a Plant
  57. 57. Why You Should Buy a Plant
  58. 58. The Advantages of Buying a Plant
  59. 59. The Pros & Cons of Buying a Plant
  60. 60. 3 Signs You Should Buy a Plant
  61. 61. Buying a Plant in 2018
  62. 62. Buying a Plant in 2019
  63. 63. Purchasing a Plant for Home
  64. 64. Purchasing a Plant for Your House
  65. 65. Ultimate Guide to Buying a Plant
  66. 66. “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
  67. 67. Legitimate reasons for “poor” quality content Email campaigns Social calendars Sales enablement Demand gen campaigns Personalized experiences
  68. 68. Here’s what I’m proposing… #pubcon @Rhea
  69. 69. The ACTUAL Ultimate Guide to Buying a Plant The Best Indoor Houseplants
  70. 70. “How-to __” Part 1 “How-to __” Part 2 Client A
  71. 71. 6 sessions 61 sessions Organic Sessions Over 17 Months #pubcon @Rhea
  72. 72. 81 sessions In 3 months 301 301 #pubcon @Rhea
  73. 73. 2,800% YOY increase in August Organic Sessions YOY to Consolidated URLs #pubcon @Rhea
  74. 74. If you want to geek out, look up:
  75. 75. ! Where do you start? #pubcon @Rhea
  76. 76. Marie Kondo
  77. 77. #pubcon @Rhea KonMari Method “The life-changing magic of tidying up”
  78. 78. KonMari is a framework for how to make difficult decisions. (With the added benefit of organizing your stuff.)
  79. 79. Does your content spark: #pubcon @Rhea
  80. 80. CONVERSIONS TRAFFIC ENGAGEMENT AUTHORITY #pubcon @Rhea
  81. 81. Perform a content audit #pubcon @Rhea
  82. 82. #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
  83. 83. Free Tools Use Advanced Search Operators
  84. 84. Refine web searches: h.ps://support.google.com/websearch/answer/2466433
  85. 85. Free Tools Verify Your Site with Google & Bing
  86. 86. Free Tools Go Old School
  87. 87. Xenu’s Link Sleuth http://home.snafu.de/tilman/xenulink.html
  88. 88. Use Professional Crawlers #pubcon @Rhea
  89. 89. #pubcon @Rhea
  90. 90. Use Data Extraction Tools & APIs #pubcon @Rhea
  91. 91. #pubcon @Rhea
  92. 92. Visualization & Dashboard Tools #pubcon @Rhea
  93. 93. #pubcon @Rhea When content is too big 1. Databases 2. Data warehouse
  94. 94. Limitations #pubcon @Rhea
  95. 95. #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.
  96. 96. #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)
  97. 97. #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
  98. 98. Merge Data, Filter & Tag #pubcon @Rhea
  99. 99. #pubcon @Rhea What to look for depends on your goals What is/are your business objective(s)? - More engagement focused? - More conversion focused?
  100. 100. ⚠ Be careful! You can fall into a black hole…
  101. 101. 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
  102. 102. When you emerge weeks later… (or less if you’ve streamlined the process) #pubcon @Rhea
  103. 103. #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
  104. 104. Subdomain: Blog post 1 Blog post 2 Blog post 3 Client B
  105. 105. 166 sessions 9,105 sessions Organic Sessions Over 26 Months 137 sessions #pubcon @Rhea
  106. 106. 31,323 sessions In 7 months 301 301 301 #pubcon @Rhea
  107. 107. Organic Sessions to Old vs Consolidated URLs #pubcon @Rhea
  108. 108. COMPETITIVE GAP ANALYSIS
  109. 109. ! Competitive Analysis Tools
  110. 110. #pubcon @Rhea
  111. 111. 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
  112. 112. Topic-Level Competitive Analysis 47460 5162 1900 31620 14415 19970 70 63659 92137 90680 16800 21405 14040 10040
  113. 113. 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
  114. 114. Category Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 Client C
  115. 115. 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?
  116. 116. Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 7!
  117. 117. Privacy policy Empty job pages How many internal links to these pages?
  118. 118. 3,863 Eek!
  119. 119. YOY Comparison Phase 2 launch Phase 1 launch
  120. 120. ! #pubcon @Rhea
  121. 121. Tale of caution: When you up your game, your competitors will take notice and do the same. #pubcon @Rhea
  122. 122. ! Thank you! Say hello: rhea@outspokenmedia.com #pubcon @Rhea

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