SHOULD IT STAY OR SHOULD IT GO NOW?

How to Assess Existing Website Content for Improved SEO

How to Assess Existing Website Content for Improved SEO

Consider This…

If you have a website, you’ve likely already invested a lot into the content that makes that website what it is. But have you reassessed your content since it was created? It’s important to periodically reassess the content that represents your brand and business to the universe at large. This is often the forgotten step for website and SEO improvements.

As we all hopefully know, content is the core component to every website, and a fundamental element by which search engines such as Google and Bing evaluate and serve up your website for users. Unfortunately, once content is implemented on a site, it is often forgotten. This article is intended to reignite your awareness (and dare I say passion) for the content that creates your site. With a little extra “love”, your users and your SEO could greatly benefit!

Why should you occasionally reevaluate existing website content?

  • CHANGE HAPPENS...
    • User behaviors change (often a result of improved technologies or societal trends)
      • Voice search is the perfect example – many people search information in the format of a question now. Have you updated your site to target answering typical questions for your users?
    • User expectations change
      • Website performance and the speed with which people want to be able to access useful information continues to accelerate. Does your content keep pace with your users’ expectations? Is it delivered fast, in a clear and concise manner?
    • Target audiences change
      • Change is a common theme in today’s business world, and as your business, destination, or client base changes your business needs to evolve to provide accurate messaging, products, and services to new audiences. Are you talking to your users in the voice that they can hear?
  • TO SPICE IT UP!

    Because even the best content gets old, outdated, or loses its appeal. Adding new information, an alternative view, or some swanky feature that can help users, opens new opportunities even for content that previously performed well. Is your content the most interesting and useful content on your topic?

  • IT CAN HURT YOU IF YOU DON’T

    Poor performing content, or blank pages on a site can not only be a bad user experience, but it can also harm your website’s performance with search engines. It’s important to remove or repurpose poor performing content so that you are only delivering users and search engines the good stuff! Does your site have pages of content that are useless, or unappealing?

  • IT’S EASIER THAN YOU THINK!

    You likely already have the backbone to good content, but with a little love you might be able to repurpose or expand existing content to make it fabulous content and deliver users what they really need and want. (Not to mention help your website perform better in search engines.)

What should you review when you assess your website’s current content?

  • PURPOSE

    Is there a clear purpose for the page? Is it easy to use, clear to understand, accurate, and do users in fact interact positively with it (see Interaction below for more details)?

  • CLARITY

    Is it clear what you offer, and why you are the best choice for services, products or information.

  • ACCURACY

    Businesses grow and morph, does your content still accurately represent you as a brand as you exist right now? Is the content voice representative of how you want users to understand you?

  • USABILITY

    You can be clear and accurate in what you say, but if your page layout or site function (especially in mobile) isn’t user friendly your messaging may get lost.

  • INTERACTION

    Data Interaction and ReviewReviewing the data is always insightful! Historically how has your content been used? Are there pages that do well? Pages that do poorly? What can be deducted from the data your website content has already generated with users?

    Often the forgotten step in assessing your website’s existing content is reviewing historical data in a platform such as Google Analytics for insight into how users interact with your pages.

How to review your content’s interaction data in Google Analytics

Positive Content Indicators

  • HIGH TRAFFIC

    Either sessions or page views, be sure to review a page both as a landing page and as an internally used page.

  • LOW BOUNCE RATE

    Indicating the page provides users with what they were looking for.

  • HIGH CONVERSION DATA

    Including transactions, assisted transactions, goal completions, page value or e-commerce conversion rate.

Negative Content Indicators

Negative Content Indicators

  • LITTLE OR NO TRAFFIC
  • HIGH BOUNCE RATES
  • LOW SESSION DURATION OR AVERAGE PAGES/SESSION
  • POOR TRANSACTIONAL METRICS
Review Conversion and Bounce Rates and PageViews

Example: Notice that this page is one of the top 3 landing pages for the site based on sessions, but that it has an extremely high bounce rate, short session duration, short pages/session and there are no transactions at all for the page. This page needs to be expanded or repurposed as it is delivering users but is not performing well once they are onsite. Conversely you can see the other pages listed have low bounce rates, high pages/session and average session duration and all of them offer conversions. We would prioritize these 5 pages in this order:

  • #1

    Delivers substantially more sessions and conversions and should be reviewed because it is so important to the site.

  • #2

    This would be the next to be reviewed on page.

  • #3

    Weakest metrics with no conversions should be first to be reviewed on page.

  • #4

    Next highest bounce rate, and next lowest conversions and metrics.

  • #5

    Proportionately the best performing page and should be last to be reviewed.

Looking at Content Data in Google Analytics

  • It’s best to use at least a years-worth of data if you have it.
  • Review both Landing Page and All Pages data for best insight. (Typically, we recommend starting with landing page data because these pages are already delivering visitors to your site and the data in this section of Google Analytics easily shows conversion data to help understand the page’s value to you and your site.)
  • Looking at landing page data helps you to see which pages brought visitors into the site and offers transactional data that can help you to understand the pages that convert best on the site.
  • Looking at All Pages data offers additional insight into what content users land on from within your site and how that may or may not influence their use of the content.
  • It is often best to prioritize the review of pages with the most visitor traffic first since that content is getting the most visibility and largely represents your website content-as-a-whole.
  • Sorting various page metrics (such as bounce rates) from least to most and most to least will help you to see pages at each end of the spectrum.

What actions should you take after you have reviewed your content?

  • SHOULD IT STAY?
    • Your content should STAY if it:
      • Has Purpose
      • Is Clear
      • Is Accurate
      • Is Usable
      • Is Used – Interaction Metrics are Positive
  • OR SHOULD IT GO?
    • Your content should GO if it:
      • Has No Purpose
      • Has No Content
      • And Is Not Highly Used by VisitorS
  • EXPAND OR REPURPOSE IT...
    • Most Content Should Fall in This Category!
      • Has Purpose
      • May or May Not Be Clear
      • May or May Not Be Accurate
      • May or May Not Be Usable
      • May or May Not Be Used

In most cases your content doesn’t need to be removed, it needs minor, or sometimes major adjustments. The common goal for existing content on any site, is to evaluate it, and make improvements by either expanding it or repurposing it. Learn More about the elements that make Good Content and How to Rank #1 in Google. Or give Blizzard a call and we can help you to further assess the quality of your existing website content.