7. B3
@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
8. B3
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
9. B3
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
15. B3
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
16. B3
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
17. B3
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
18. B3
How long do you have to engage a user?
3.8 seconds
Jacob Nielson – useit.com
@stekenwright
19. B3
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
28. B3
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!
32. B3
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