Exploding Topics Pages

•

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Case study of how the Heritage Foundation better focused its topics list, including a dramatic reduction in size. Originally presented by Tim McGovern of the Heritage Foundation and David Hobbs of David Hobbs Consulting to J. Boye 2012 Philadelphia.

Business Technologie Sports

Exploding
Topics Pages
David Hobbs, David Hobbs Consulting
Tim McGovern, The Heritage Foundation

@jdavidhobbs #jboye12 @mcgovern

The Scenario
Heritage.org redesign and CMS migration of
40k+ pages.

• Improved user experience
• Improved multimedia support
• Built with organic search in mind
• Improved search capability
• Decentralized content publishing

@jdavidhobbs #jboye12 @mcgovern

Totally Awesome, Right?!?!
1000
900
800
700
600
500 Before Redesign
400 After Redesign
300
200
100
0
# of topics

@jdavidhobbs #jboye12 @mcgovern

Visual Daily Double
These pictures are search results for a specific term in Flickr.

http://www.flickr.com/photos/andrewfeinberg/2331980801/
http://www.flickr.com/photos/mkrigsman/2639842018/
@jdavidhobbs #jboye12 @mcgovern http://www.flickr.com/photos/brapps/2443295857/
http://www.flickr.com/photos/gingerbydesign/5595332896/

What is a
“train wreck”?

http://www.flickr.com/photos/12265809@N07/3003465703/

@jdavidhobbs #jboye12 @mcgovern

Process of Improvement

Gather Agree Relaunc
Assess Retag
metrics on cull h

@jdavidhobbs #jboye12 @mcgovern

Assess
• Improvements needed:
1. Streamline topic handling process
2. Change key website functionality
3. Rationalize topics list

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Metrics
• Supply (6 metrics) – does this topic page
have the right content?
• Demand (4 metrics) – does the outside
world care about this topic?
• Core three metrics:
• Last research published within last six months
• Greater than 10 content items
• More than 10 pageviews in last six months
Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

The Ten Metrics

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Data from Multiple Sources

http://bit.ly/source-inv

Gather Agree on
Assess Retag Relaunch
metrics cull

Rules to Define Disposition

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Recommendations Based on Metrics

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Getting Buy-in
• Representative per major research group
• Importance of poor performance close to home

• Initial Options: Drop or Keep
• If keep, commitment to improve
• Adjustments: archive, combine

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Trimming the Fat
1000
900
800
700
600
Before Redesign
500
After Redesign
400
After cull
300
200
100
0
# of topics

Topic Health Reports

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Action oriented
Dashboard
• Full context
of topic
performance
• Tied to
page-level
results

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Content Submission Form

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

Careful work on redirects

Gather Agree on
Assess Retag Relaunch
metrics cull
@jdavidhobbs #jboye12 @mcgovern

What Would We Do Differently
• Have the representatives validate the
metrics used.
• But have examples of severe underperformance.
• Greater passion in advocating the culling.

• Tighter timeline between culling and
starting retagging. Keep momentum!
• Is IT ready to hit the ground running?

@jdavidhobbs #jboye12 @mcgovern

Thank You
• David Hobbs
o info@davidhobbsconsulting.com
o @jdavidhobbs

This week: $30 off Website Migration Handbook v2
(use code ‘jboye2012’)
http://bit.ly/mig-30

• Tim McGovern
o tim.mcgovern@heritage.org
o @mcgovern

@jdavidhobbs #jboye12 @mcgovern

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Exploding Topics Pages

1. Exploding Topics Pages David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation @jdavidhobbs #jboye12 @mcgovern

2. The Scenario Heritage.org redesign and CMS migration of 40k+ pages. • Improved user experience • Improved multimedia support • Built with organic search in mind • Improved search capability • Decentralized content publishing @jdavidhobbs #jboye12 @mcgovern

3. Totally Awesome, Right?!?! 1000 900 800 700 600 500 Before Redesign 400 After Redesign 300 200 100 0 # of topics @jdavidhobbs #jboye12 @mcgovern

4. Visual Daily Double These pictures are search results for a specific term in Flickr. http://www.flickr.com/photos/andrewfeinberg/2331980801/ http://www.flickr.com/photos/mkrigsman/2639842018/ @jdavidhobbs #jboye12 @mcgovern http://www.flickr.com/photos/brapps/2443295857/ http://www.flickr.com/photos/gingerbydesign/5595332896/

5. What is a “train wreck”? http://www.flickr.com/photos/12265809@N07/3003465703/ @jdavidhobbs #jboye12 @mcgovern

6. @jdavidhobbs #jboye12 @mcgovern

7. @jdavidhobbs #jboye12 @mcgovern

8. Reality Check What do you think?

9. Process of Improvement Gather Agree Relaunc Assess Retag metrics on cull h @jdavidhobbs #jboye12 @mcgovern

10. Assess • Improvements needed: 1. Streamline topic handling process 2. Change key website functionality 3. Rationalize topics list Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

11. Metrics • Supply (6 metrics) – does this topic page have the right content? • Demand (4 metrics) – does the outside world care about this topic? • Core three metrics: • Last research published within last six months • Greater than 10 content items • More than 10 pageviews in last six months Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

12. The Ten Metrics Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

13. Data from Multiple Sources http://bit.ly/source-inv Gather Agree on Assess Retag Relaunch metrics cull

14. Rules to Define Disposition Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

15. Recommendations Based on Metrics Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

16. Getting Buy-in • Representative per major research group • Importance of poor performance close to home • Initial Options: Drop or Keep • If keep, commitment to improve • Adjustments: archive, combine Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

17. Trimming the Fat 1000 900 800 700 600 Before Redesign 500 After Redesign 400 After cull 300 200 100 0 # of topics

18. Topic Health Reports Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

19. Action oriented Dashboard • Full context of topic performance • Tied to page-level results Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

20. Content Submission Form Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

21. Careful work on redirects Gather Agree on Assess Retag Relaunch metrics cull @jdavidhobbs #jboye12 @mcgovern

22. What Would We Do Differently • Have the representatives validate the metrics used. • But have examples of severe underperformance. • Greater passion in advocating the culling. • Tighter timeline between culling and starting retagging. Keep momentum! • Is IT ready to hit the ground running? @jdavidhobbs #jboye12 @mcgovern

23. Thank You • David Hobbs o info@davidhobbsconsulting.com o @jdavidhobbs This week: $30 off Website Migration Handbook v2 (use code ‘jboye2012’) http://bit.ly/mig-30 • Tim McGovern o tim.mcgovern@heritage.org o @mcgovern @jdavidhobbs #jboye12 @mcgovern

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