content engagement
TRANSCRIPT
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Content & Engagement
Jade Webster
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PandaPenguin
PigeonHummingbird
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What is Google Panda?
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Introduced in 2011No more ‘spamming’ or creating ‘good content’ for the sake of SEO
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Google Panda
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What does that mean to SEO?
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Google Panda
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Google Panda
Search Engine Optimisation
Simply Excellent Online
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Google Panda
‘Good Content’ is not enough. It is what users are doing with that content which Google is looking at.
User & Usage Metrics:
• Time on Site/Page• Bounce Rate• CTR from SERPs• Diversity of branded search & direct traffic• Number of pages/visit
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Google Panda
Why we should pay attention..
+90%
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Google Panda was not the only algorithm update in 2014…..Were you affected by any of them?
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Page Layout
#3Feb 6th
Google Updates 2014
PandaMay 19th
Payday Loan 3.0
June 12th
Payday Loan 2.0
May 16th
Authorship Photos
RemovedJune 28th
PigeonJuly 24th
HTTPS/SSL
Aug 6th
Authorship Removed
Aug 28th
Panda 4.1
Sep 23th
In The News
Oct
Penguin 3.0
Oct 17th
Pirate 2.0
Oct 21st
PigeonDec 22nd
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Google Panda
Panda May 16th
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Get in to groupsIdentify if our websites have been impacted by Google updates (positive & negative)
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Break
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Identifying good & bad content
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What is the purpose of content?
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Content & Engagement
EngageEntertainEducate/offer valueRemove DoubtBrand LoyaltyIncite Action/ Aid Decisions
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
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What is Dead Content?
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Content & Engagement
Creates no action Has high Bounce RateLow Time on PageHigh Exit RateLow CTR
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How do you find dead content?
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Finding Dead Content
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Finding Dead Content
Creates no action Event TrackingIn-page AnalyticsUser FlowConversion FunnelsExit RateConversion Tracking
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Event Tracking
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Event Tracking
Anything you can click on a website, can be tracked, such as:
• PDF’s• Video’s• Outbound links
• Images• Buttons
Behaviour > Events > Overview
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Event Tracking
These can be labelled whatever you wish. At the moment this can be done by our developers, but going forward, we should be able to add this in ourselves using the new CMS platform.
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In-Page Analytics
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User Flow
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Finding Dead Content
Behaviour > Behaviour Flow
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Conversion Funnels
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Conversion Funnels
Conversions> Goals> Funnel Visualisation
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Exit Rate
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Conversion Tracking
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Finding Dead Content
Creates no action Has high Bounce RateLow Time on PageHigh Exit RateLow CTR
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Finding Dead Content
I recommend running this report for all pages (except jobs, job results & applications) and making a note of all the pages which have:
Bounce Rate over 50%Urgent action needed for pages with >65%
Exit Rate over 40%Urgent action needed for pages with >60%
Time on site <1minUrgent action needed for pages <30s
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Finding Dead Content
Creates no action Has high Bounce RateLow Time on PageHigh Exit RateLow CTR
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Break
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What causes dead content?
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The cause
DesignSearch QueriesPrevious PageInformation Amount Context Layout
Contact Information
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The cause
Actions The process & the time
The next step/user flowAge of informationBroken linksOutbound linksUX/Navigation
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Design
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Design
Design content for mobile firstSimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
http://www.slideshare.net/VickeCheung/ten-lessons-in-designing-content-for-mobile
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Design
Keep It Simple Stupid SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
If you want to know the average duration users stay on the website, look at Google Analytics:
Audience> Behaviour> Engagement
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Search Queries
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Search Queries
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
Look at the content, and make a list of the keywords you think a user would type in to find that page.
Then ask yourself – is this content easily seen on this page?
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It is what our audience want to know ….Not what we want to tell them
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Previous Page
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Information
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It is what our audience want to know ….Not what we want to tell them
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What is the purpose of this particular page?
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Information
EngageEntertainEducate/offer valueRemove DoubtBrand LoyaltyIncite Action/ Aid Decisions
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Give the user the information/action they want
and KISS
Keep It Simple Stupid
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Put all the important information in the F Shape and
Above the Fold
>20% will scroll down
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Contact Information
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Contact Information
The only pages that should have a high Exit Rate & Bounce Rate should be:
Contact informationConversion/thank you pages
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Actions
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Actions
Pages that have too many/lengthy/difficult actions will increase Bounce Rate and Exit Rate.
If you get bored testing it in UAT – our users will not bother to complete the action, and will therefore leave the website.
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Actions
Track the process using event tracking & virtual page views, and you will see where most users leave the process. This will give you an idea of how to fix the problem.
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Break
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User Flow
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Finding Dead Content
Behaviour > Behaviour Flow
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Navigation
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Age of Information
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Broken Links
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Outbound Links
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Outbound Links
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What should you do with Dead content?
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What should you do with Dead Content
Move Condense RemoveRefreshAdd
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Move
Find pages with similar content, which the user would also be interested in looking at.
Which page has more views? Is landed on more
Redirect one page to another
More Content Better Time on Page
Lower Bounce Rate
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What should you do with Dead Content
Move Condense RemoveRefreshAdd
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Condense
Don’t overload your page
Think of it’s purpose
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What should you do with Dead Content
Move Condense RemoveRefreshAdd
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Having dead content on your website is worse than having
little content
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Remove
<meta http-equiv="refresh" content="0;url=http://www.bluearrow.co.uk/careers-at-blue-arrow/Pages/default.aspx">
If you remove a page from our websites, without redirecting them, you will get this:
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What should you do with Dead Content
Move Condense RemoveRefreshAdd
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Refresh
If pages are not updated, they will simply drop in the rankings.
The reason is simple:
Why send traffic to a website that might be full of old information you may have already seen..
When they could give the user a better experience with more relevant, up-to-date content.
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Google Panda likes dates on articles, information, etc
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Never use old content, unless you re-purpose it, and change it
slightly.
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What should you do with Dead Content
Move Condense RemoveRefreshAdd
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Add
Quick linksCall to actionsImagesVideosScreen grabs of PDF’sLinks to relevant articles
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
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Break
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Jobs
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Jobs
Jobs account for most of the content on the website, at any given time – which means we should be working closely with the training team and the brands to ensure good content is made.
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Jobs
The biggest problem we face with the consultants is:
Duplicate Content
The consultant’s role will be a great deal harder if we had 90% less Organic Traffic taken away.
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Videos & Images
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Videos & Images
Video transcriptionsOptimise video titles & descriptionsVideos and images can rank in google search results now
Videos are 50 times more likely to rank on the first page of Google *if
optimised correctly.
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What is the purpose of content?
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Content & Engagement
EngageEntertainEducate/offer valueRemove DoubtBrand LoyaltyIncite Action/ Aid Decisions
SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable
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What happens next
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Add social sharing icons. If users love your content, then
Google Panda will as well.
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Make sure Google can see it:
Robots.txt
Sitemap
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Thank you