Migrating Large Amounts of Web Content
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Jeff Evans
www.wallpaperpimper.com
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The web started to become ubiquitous for
marketing since ~ 1996publishing since ~ 1997commerce since ~ 2001interacting since ~ 2003... and new uses are still being
developed
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Since the late 1990s there has Since the late 1990s there has been been an explosion of websites, often an explosion of websites, often with little value to either the with little value to either the site owner or potential userssite owner or potential users
Number of websites (April 2011) 312,693,296 1
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Number of web domains: 768,913,036
... an increase of 826% in 10 years 2
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There are over 2 billion internet users
worldwide (nearly a third of humanity)
– this means
a website for every 6.4 internet users!
by 2007 estimate, there are over
85,365,269,800 pages on the web!
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In 2007 the average number of pages on websites 3 was
273
The methodology for gathering this data is a bit suspect – especially given the modern web’s use of databases
Four years is a long time in ‘internet years’
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‘Large’ means
number of pages, content items, or templates
number of systems being integrated
how dynamic or automated the site is/will be
number of brands/subsites
complexity of relationships between content.
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Probably the answer for many is
‘because it’s my job’
‘because we need to sell more widgets online
and that’s how punters get to our products &
services’
The answer should be
‘because we want to improve user experiences
and improve efficient access to our content
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Preparing for migration will produce a better
result and a smoother migration process.
With appropriate preparation there will be fewer surprises less bad content to migrate better automation of what can be automated managed stakeholder expectations
… leading to superior outcomes all around
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OR…
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1. Vision2. Prepare3. Pilot4. Implement5. Maintain
... or an iterative redesign process
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Your vision statement could include the following:
Define the desired state
Provide a compelling vision
Scope an Information Architecture
Site design
Site functionality
Tool(s) selection (possibly including CMS).
Remember to ‘be realistic about your planning, so that your reasonable estimates align with what you are attempting’.6
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The most important tasks in preparation are
Specify what content currently exists
The best way to assess your current web is to
conduct a content audit (or ‘site inventory’)
Determine what will be done with it, and where it
will end up on the new site (Information
Architecture and Content Strategy)
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“Do not - repeat, DO NOT - skip the content audit. This process is not just about listing URLs and page titles.
It can provide an extraordinary amount of useful, enlightening information that’s surprisingly valuable, especially when you’re fighting for project support
and funding.”8 Kristina Halvorson
Depending on the nature of your site(s) you could need a high level/aggregate or a complete audit
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If your site has broad scope and/or a large number of pages/assets a complete audit might be beyond your time, budget or people resources.
Complete vs aggregate: A complete audit records details on every
page An aggregate audit summarises at a sub-
site/section level
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Use a spreadsheet (and possibly also a database) to record common data about you current site(s) components
Both quantitative and qualitative information should be gathered
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Detailed audit (each page)
Use outline numbering to show each page or asset in the site's structure
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Quantitative data (edit/add fields as appropriate):
*Comments & Site priority fields record qualitative information
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In 2005, Department of Education &
Training (DE&T) websites included
multiple entry points, domains and
owners. DE&T wanted to create a ‘single
entry point’
Audit and IA process were contracted out
Build was done in-house
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> 10 sites that act as entry points147 sites in final audit, owned by 5
business areas within the Department and 7 statutory authorities
More than 30 domain names used by the 147 websites; majority of sites in www.sofweb.vic.gov.au or www.eduweb.vic.gov.au domains
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Five sites alone accounted for over 36,000 web objects (pages, images, documents and PDFs
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Audit report A Web Evaluation Tool (spreadsheet) was used to collect and report data on each of the 147 sites.
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Sites were given a rating on a scale of 1, 2 or 3 (the higher the number the better) on the basis of meeting accepted benchmarks for a particular website measure
1=OK , 2=monitor, 3=investigate
Overall content quality indicators for all sites
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Qualitative audits analyse quality and effectiveness of content
Basic - use page freshness, currency of
branding, last updated, dates on recent
publications/ newsletters, etc. Currency could
be critical to meeting site goals and the
decision to keep or kill.
Detailed - rating accuracy/usefulness with a
weighted scale (requires input from content
experts)
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Readability – clarity and accuracyCompleteness and scopeVoice and writing style Usefulness and relevance Influence and engagementUsability and discoverability,
including the structure of content within a typical section or page.
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While the quantitative data provides planning information, results should also be integrated with a content strategy that will provide value long after your rebuild is completed
A content audit informs a content strategy
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Also consider Content gapsReviewing and sourcing new content
for your websiteProcess and timeline for web
template production
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Measures to inform your audit
Web metrics –eg. Google Webmaster Tools and Analytics can be used to determine links to your pages, successful search keywords to retain, bottlenecks to goal pages or transactions and page loading speed
Incoming links – where do punters land? Internal links – remove bottlenecks Standards compliance - eg. W3C, CSS,
XHTML, government/industry standards, best practice
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Quantitative &
qualitative rankings help
to decide which content
is ‘ROT’- Redundant,
Out dated,
or Trivial
The less ROT, the better
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A huge topic in itself, might be best in large sites to employ experienced experts.
Use both "top-down" and "bottom-up" approaches
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“Top-down” - focuses on the big picture - your business goals and main tasks the site supports. It will include:
Category review Structural review Review of navigation labels
“Bottom-up" - focuses a more detailed view of your content. Could include a review of:
Page titles Page structures: content chunking and
labelling File and directory names
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Develop templates for the
major types of pages you
will have on your new site Wireframe designs can assist
with user testing (and users can
inform your wireframe designs).
Draft page templates can be
used to begin the ‘technical
build’, ie. create working HTML
pages with placeholder content.
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Stages in piloting your new site include
Systems configuration/development
Launch the pilot
Period for fixing issues discovered in the
pilot
Content migration
Period where actual users use the piloted
site (UAT)
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Pilot to
representative
users
Consider multiple
iterations of user
testing – hire in
expertise or do it
yourself
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The site build might be outsourced or done in-house if you have resources
The IA and user testing feedback should keep pathways trimmed (fewer entry points to sections of content)
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Steps could include
Migrate in batches, with time in between to fix rules & processes
Automated migration (eg. document repository) Manual migration (replacing & testing new
templates) Communications plan to flag pending launch Author training Set up ongoing metrics / KPIs Test and tweak Launch the site!
Seek feedback regularly via user group meetings, internal & external social media
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*Could be contractors #Must be in business units
Staffing issues and roles to consider:
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Don’t forget SEARCH, both internal and external Over 52% of web users use search to find your site –
develop Search Engine Optimisation (SEO) strategiesand capability (especially on transaction sites)
Site search is less used, but still important to many users
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Quantitative measures
Check for link rot
Check page load times
Use metrics to constantly review Navigation labels Keyword quality and related SEO
elements Paths to user goals
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Qualitative measures
Ask your site users web2.0 tools feedback forms user testing
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Review regularly
Have a content strategy