Content Engagement

Content & Engagement

Jade Webster

PandaPenguin

PigeonHummingbird

What is Google Panda?

Introduced in 2011No more ‘spamming’ or creating ‘good content’ for the sake of SEO

5

Google Panda

What does that mean to SEO?

7

Google Panda

8

Google Panda

Search Engine Optimisation

Simply Excellent Online

9

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

10

Google Panda

Why we should pay attention..

+90%

Google Panda was not the only algorithm update in 2014…..Were you affected by any of them?

12

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

13

Google Panda

Panda May 16th

Get in to groupsIdentify if our websites have been impacted by Google updates (positive & negative)

Break

Identifying good & bad content

What is the purpose of content?

18

Content & Engagement

EngageEntertainEducate/offer valueRemove DoubtBrand LoyaltyIncite Action/ Aid Decisions

SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable

What is Dead Content?

20

Content & Engagement

Creates no action Has high Bounce RateLow Time on PageHigh Exit RateLow CTR

How do you find dead content?

22

Finding Dead Content

23

Finding Dead Content

Creates no action Event TrackingIn-page AnalyticsUser FlowConversion FunnelsExit RateConversion Tracking

Event Tracking

25

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

26

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.

In-Page Analytics

User Flow

29

Finding Dead Content

Behaviour > Behaviour Flow

Conversion Funnels

31

Conversion Funnels

Conversions> Goals> Funnel Visualisation

Exit Rate

Conversion Tracking

34

Finding Dead Content

Creates no action Has high Bounce RateLow Time on PageHigh Exit RateLow CTR

35

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

36

Finding Dead Content

Creates no action Has high Bounce RateLow Time on PageHigh Exit RateLow CTR

Break

What causes dead content?

39

The cause

DesignSearch QueriesPrevious PageInformation Amount Context Layout

Contact Information

40

The cause

Actions The process & the time

The next step/user flowAge of informationBroken linksOutbound linksUX/Navigation

Design

42

Design

Design content for mobile firstSimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable

SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable

http://www.slideshare.net/VickeCheung/ten-lessons-in-designing-content-for-mobile

43

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

Search Queries

45

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?

46

It is what our audience want to know ….Not what we want to tell them

Previous Page

Information

49

It is what our audience want to know ….Not what we want to tell them

What is the purpose of this particular page?

51

Information

EngageEntertainEducate/offer valueRemove DoubtBrand LoyaltyIncite Action/ Aid Decisions

52

Give the user the information/action they want

and KISS

Keep It Simple Stupid

53

Put all the important information in the F Shape and

Above the Fold

>20% will scroll down

Contact Information

55

Contact Information

The only pages that should have a high Exit Rate & Bounce Rate should be:

Contact informationConversion/thank you pages

Actions

57

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.

58

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.

Break

User Flow

61

Finding Dead Content

Behaviour > Behaviour Flow

Navigation

Age of Information

Broken Links

Outbound Links

66

Outbound Links

What should you do with Dead content?

68

What should you do with Dead Content

Move Condense RemoveRefreshAdd

69

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

70

What should you do with Dead Content

Move Condense RemoveRefreshAdd

71

Condense

Don’t overload your page

Think of it’s purpose

72

What should you do with Dead Content

Move Condense RemoveRefreshAdd

73

Having dead content on your website is worse than having

little content

74

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:

75

What should you do with Dead Content

Move Condense RemoveRefreshAdd

76

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.

77

Google Panda likes dates on articles, information, etc

78

Never use old content, unless you re-purpose it, and change it

slightly.

79

What should you do with Dead Content

Move Condense RemoveRefreshAdd

80

Add

Quick linksCall to actionsImagesVideosScreen grabs of PDF’sLinks to relevant articles

SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable

Break

Jobs

83

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.

84

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.

Videos & Images

86

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.

What is the purpose of content?

88

Content & Engagement

EngageEntertainEducate/offer valueRemove DoubtBrand LoyaltyIncite Action/ Aid Decisions

SimpleUnexpectedConcreteCredibleEmotionalStoriesSuitable

What happens next

90

Add social sharing icons. If users love your content, then

Google Panda will as well.

91

Make sure Google can see it:

Robots.txt

Sitemap

Thank you