Exploding Topics Pages
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The document outlines a project led by David Hobbs and Tim McGovern focused on redesigning and migrating over 40,000 pages for the Heritage Foundation to enhance user experience, multimedia support, and search capabilities. It emphasizes the importance of metrics in assessing topic page performance, recommending a structured process of gathering, agreeing, assessing, tagging, relaunching, and culling content based on predefined criteria. Additionally, the document highlights lessons learned to improve future projects, such as involving representatives early on and maintaining momentum during the culling process.
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
- 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