exploding topics pages

David Hobbs, David Hobbs Consulting Tim McGovern, The Heritage Foundation

@jdavidhobbs #jboye12 @mcgovern

Exploding Topics Pages

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

The Scenario

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Totally Awesome, Right?!?!

0100200300400500600700800900

1000

# of topics

Before RedesignAfter Redesign

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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/

Visual Daily Double

http://www.flickr.com/photos/gingerbydesign/5595332896/ http://www.flickr.com/photos/brapps/2443295857/

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http://www.flickr.com/photos/12265809@N07/3003465703/

What is a “train wreck”?

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Reality Check What do you think?

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Assess Gather metrics

Agree on cull Retag Relaunc

h

Process of Improvement

• Improvements needed:

1. Streamline topic handling process 2. Change key website functionality 3. Rationalize topics list

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Assess

• 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

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Metrics

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

The Ten Metrics

Data from Multiple Sources

Assess Gather metrics

Agree on cull Retag Relaunch

http://bit.ly/source-inv

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Rules to Define Disposition

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Recommendations Based on Metrics

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

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Trimming the Fat

0100200300400500600700800900

1000

# of topics

Before RedesignAfter RedesignAfter cull

Topic Health Reports

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

• Full context of topic performance

• Tied to page-level results

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

Action oriented Dashboard

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Content Submission Form

Assess Gather metrics

Agree on cull Retag Relaunch

Careful work on redirects

@jdavidhobbs #jboye12 @mcgovern Assess Gather

metrics Agree on

cull Retag Relaunch

• 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

What Would We Do Differently

• David Hobbs o info@davidhobbsconsulting.com o @jdavidhobbs

• Tim McGovern o tim.mcgovern@heritage.org o @mcgovern

@jdavidhobbs #jboye12 @mcgovern

This week: $30 off Website Migration Handbook v2 (use code ‘jboye2012’) http://bit.ly/mig-30

Thank You