Content Audits

Liip - Agile Web Developmentliip.ch

Content AuditsZurich Content Strategy Meetup

Memi Beltrame - @bratwurstkomet


An assessment of the state and actionability of

all available content.

Content Audit


A view on content from inside by insiders.

(*Not* You.)

Content Audit


Your role: Facilitation

• Help customers decide which content needs attention.

• Help them create the lists of content they have to audit.

• Help them define criteria for the audit.


Steps in the Process

• Define goals and criteria• List items • Analyse criteria• Define actions


General Audit Goals• ROT analysis: Audit all content to spot

„Redundant, Outdated, Trivial“ data.

• SEO: Page-title, Description, (Canonical) URLs, Structure

• Content Type (Continuity of format vs format mismatch)

• Make hierarchy visible

• Determine responsibility, allow prioritisation and planning


Tools and Helps

• Crawler for Full Site Listing:Site Orbiter http://siteorbiter.com

• Audit Spreadsheetshttp://www.kevinpnichols.com/enterprise_content_strategy/

• Audit Questionnaireshttp://www.kevinpnichols.com/enterprise_content_strategy/

• Analytics

http://siteorbiter.com

http://siteorbiter.com

http://www.kevinpnichols.com/enterprise_content_strategy/





Showcases

• Classic List-All-Audit-All approach• CI Audit: Liip‘s CI challenge• Analytics based Content Audit.


List-All-Audit-All


List-all-Audit-all

• Analyse domain with Site Orbiter

• Export Results to spread Sheet

• Go through Spread Sheet and

‣ add missing objective data

‣ add analysis / suggestions / action


Site Orbiter

Site Orbiter works like a page crawler, it indexes every linked page for as many levels you want.


Site Orbiter

Site Orbiter gives you a list with all the pages on the site, with useful info to start off you audit.


Spreadsheet(Using Google Spreadsheet to allow collaboration)

Site Orbiter Columns imported into the spread sheet


SpreadsheetClient Audit Columns. These columns will be mainly the clients contribution, due to manpower and knowledge about whether something is outdated or not.

Columns:• Last modified in CMS• Visits• Caters for Main Target Groups• Main Target Group• Redundant

• Out of Date• Superfluous• Revise• Comments


SpreadsheetAgency-Audit Columns: This is your work since you should have the expertise on usability and what to do to improve it.

• Usability of Content• Appropriate page-

title• Dead end?• Call To Action

• Findability• Comments• Proposed Actions

Columns


Liip CI Audit

Listing all artefacts was a good starting point to evaluate what the design

challenge would be.


Liip CI Audit‣ Make visible the important dimensions ‣ Instances of use (inbound/outbound)‣ Consistency‣ Style‣ Channels


Using Analytics

Large projects have often too much information to handle via a classic audit.

Selecting the relevant data is key.


What data is relevant?

• Pages with a lot of traffic • Most used search terms• Pages with high traffic and high

bounce rates.• Pages you communicate


Scenario 1Search Term and Bounce Rate

• Look at the first 100 most used search terms that bring you traffic

• Select those that have a high bounce rate

• List the pages they lead to• Figure out why users bounce


Search Terms that bring a lot of traffic but have high bounce rates may point out relevant pages that need attention.


Scenario 2Internal search

• Look at the most used search terms in the internal search

• look at the result pages. Do these match the expectations?

• List the pages they lead to.Do a regular audit.


Scenario 3Landing Pages

• Look up URLS like /something• list the pages they lead to• make the customer do a ROT

They may not be aware these pages even exist!

Content Audits

Design

Transcript of Content Audits