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

2. B3 @stekenwright

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Time to long click
@stekenwright
Time to long click by AJ Kohn:
http://b3.io/BlindFiveYearOld

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@stekenwright
Google thinks these aren’t the pages they’re looking for

5. B3 @stekenwright

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HOW TO CREATE A
Content Inventory

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@stekenwright
#1 Take 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

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Use a crawler…
Try this: http://www.seerinteractive.com/blog/screaming-frog-guide
…and export to .csv
@stekenwright
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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Export from Analytics
#1 Behavior > Site Content > All Pages
(Remember to change date range!)
#2 Export to .csv and copy into workbook (new sheet)
#3 =VLOOKUP
@stekenwright

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Bounce Rate
B3
@stekenwright

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B3
Page Views
@stekenwright

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BouncAev reartaeg iem Tpimroev eodn bSyit 3e1%
B3
@stekenwright

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Bounce raCtoen ivmeprsrioovnesd by 31%
B3
£
@stekenwright

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HOW TO
Audit Content

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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 Add 2 quotes
Y N
Y N
Y N
Y Y Copy is shorter than other pages / no quotes from senior team Extend copy / Add 2 quotes
N N
N N
N N Add paragraph breaks
N N Similar page already exists 301
Y N
Y Y Language too 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 / create new 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 Doorway page 301
@stekenwright

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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
@stekenwright

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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
@stekenwright

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How long do you have to engage a user?
3.8 seconds
Jacob Nielson – useit.com
@stekenwright

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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?
@stekenwright

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Inverted triangle
@stekenwright

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Most web content…
@stekenwright

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This is how users read web content
@stekenwright

23. B3 @stekenwright

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Content
Content
Content
@stekenwright

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+2,800%
TRAFFIC INCREASE
@stekenwright

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What you should look
for

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Indexation
How to find out:
site:search
@stekenwright

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Duplication
@stekenwright
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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-----------------------------------
---------------------
THE FOLD
B3
@stekenwright

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Top heavy
B3
@stekenwright

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Cite your sources
B3
@stekenwright

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Trust signals
#1 Contact information / address clearly displayed on the page
#2 About Us (not just for conversions – Panda too)
#3 Author name / photo
@stekenwright

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When was this
fresh?
B3
@stekenwright

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High quality images =
Higher CTR, more sales
Econsultancy
@stekenwright

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+5-7%
@stekenwright
Increase in conversions on pages with user generated content
content
Source: CMO.com

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You’re not going to
like this…

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IT’S HARDER FOR
Exact Match
Domains
B3
@stekenwright

38. B3
IT’S ALSO HARDER FOR
Highly regulated
sectors
B3
@stekenwright

39. B3 @stekenwright

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Doorway Pages
≠
search traffic
B3
@stekenwright

41. B3
Thank you!
Please email any questions to
stephen.kenwright@branded3.com or get in touch
on Twitter: @stekenwright
@stekenwright