SEMrush Webinar: How to audit and fix thin content with no value - Stephen Kenwright
1 like1,711 views
The document provides tips for auditing and improving thin website content that provides little value. It recommends creating a spreadsheet to inventory pages on a site and audit content based on metrics like word count, pageviews, and bounce rate. Columns are suggested to classify issues and needed improvements like rewriting copy, adding quotes, or moving content to more relevant pages. Fixing thin, low-quality content can significantly improve traffic and user engagement.
SEMrush Webinar: How to audit and fix thin content with no value - Stephen Kenwright
- 1. How to audit and fix thin content with no value Stephen Kenwright, Senior Search Strategist@stekenwright
- 3. Time to long click Time to long click by AJ Kohn: http://b3.io/BlindFiveYearOld @stekenwright
- 4. Google thinks these aren’t the pages they’re looking for @stekenwright
- 7. #1Take 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 @stekenwright
- 8. Use a crawler… Try this: http://www.seerinteractive.com/blog/screaming-frog-guide …and export to .csv 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 @stekenwright
- 9. Export from Analytics #1 Behavior > Site Content > All Pages (Remember to change date range!) #2 Export to .csvand copy into workbook (new sheet) #3 =VLOOKUP @stekenwright
- 12. Bounce rate improved by 31% Average Time on Site @stekenwright
- 13. Bounce rate improved by 31% Conversions £ @stekenwright
- 14. Audit Content
- 15. 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 Add2 quotes Y N Y N Y N Y Y Copy is shorter than other pages / noquotes from senior team Extend copy/ Add 2 quotes N N N N N N Add paragraph breaks N N Similarpage already exists 301 Y N Y Y Languagetoo 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 / createnew 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 Doorwaypage 301 @stekenwright
- 16. 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. 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. How long do you have to engage a user? 3.8 seconds Jacob Nielson –useit.com @stekenwright
- 19. 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
- 21. Most web content… @stekenwright
- 22. This is how users read web content @stekenwright
- 23. @stekenwright
- 24. Content Content Content @stekenwright
- 25. +2,800% TRAFFIC INCREASE @stekenwright
- 26. What you should look for
- 27. Indexation How to find out: site:search @stekenwright
- 28. Duplication 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! @stekenwright
- 29. @stekenwright
- 31. Cite your sources @stekenwright
- 32. 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
- 33. When was this fresh? @stekenwright
- 34. High quality images = Higher CTR, more sales Econsultancy @stekenwright
- 35. +5-7% Increase in conversions on pages with user generated content Source: CMO.com @stekenwright
- 36. You’re not going to like this…
- 37. Exact Match Domains @stekenwright
- 38. Highly regulated sectors @stekenwright
- 39. @stekenwright
- 40. Doorway Pages ≠ search traffic @stekenwright
- 41. Thank you! Please email any questionsto stephen.kenwright@branded3.comor get in touch on Twitter: @stekenwright @stekenwright