How to prioritize and take action on content review results

Hey, wait, haven’t we already written something about this?

Why is this blog post not ranked on page 1 yet?

Should we update this content or create new content?

These are common questions when working on content teams. If you find yourself asking these questions, it may be worthwhile to take a step back and conduct a content review.

When dealing with corporate clients, I always try to be a Content review at the beginning of the project Then continue to run these every quarter.

I think the reason for the content review at the beginning of the cooperation is to better understand which content performs well organically and which content on their website may require more love.

This also helps content teams review the performance of all content they write or exist on their website.

It provides a 30,000-foot view of our website, because sometimes we are trapped in the weeds so that we can’t see the bigger picture or can’t remember what we have done in the past.

As a content team, we may have divided our content into different topics, roles, and categories.

In this article, we will focus on how to partition content during the audit to help you understand how to deal with it in the future.

After reviewing the content, we may have a variety of options, such as:

• Protect and monitor top content.
• Re-optimize underperforming content.
• Incorporate content that is too similar.
• Create new content.

Let’s take a deeper look at what content moderation is, how we determine the priority of content on our website, and what resources we might need to complete this work.

What is content moderation?

Content review is the process of cataloging and analyzing all website content to find all advantages, disadvantages, and opportunities.

Content moderation is a qualitative view of your content, so they may vary from site to site.However, we can In the same format.

Content moderation is also a good way Break the silos within the company Because this analysis and implementation may require multiple teams, including digital marketers, SEO professionals, content marketers, and web developers.

Content review allows us to start addressing any weaknesses in our website, such as those with Thin content, Access indicators or internal links. While doing this analysis, we can plan what we might need to do to improve our content.

The overall goal of content moderation is to improve our natural search performance.

By analyzing how our past content has performed and which content our audience likes most, we can begin to find gaps in our own content strategies and generate new ideas for future content.

What resources are needed for content moderation?

Before we start to classify and bucket content, we need to compile data around how the content is performing today.

We can use multiple sources to analyze this content, depending on how many different resources you want to use.

Usually, the first resource we need to use is Crawling tool Identify all indexable URLs on our website.

After using Screaming Frog, DeepCrawl or other similar tools, we can bring in organic performance data, such as keyword rankings, from the corporate SEO platform or the smaller tools we have.

In addition, bring in your Google Analytics or Google Search Console Data to better understand how users interact with our current content.

In summary, the relevant sources that we can use in content moderation are:

• Website crawling technology.
• SEO software and tools.
• Analysis and webmaster tools.

When we conduct a lighter version of the content review, we should generally only look at some data points, such as organic traffic, keyword rankings, clicks, impressions, and possibly internal links.

If we want to conduct a more in-depth analysis, we may want to include many other metrics, such as word count, target conversion rate, bounce rate, technical issues on the page, and so on.

In summary, the indicators we will consider for this content review include:

• Organic traffic.
• Organic keyword ranking is divided into rankings above page 1, 2, and 3.
• Conversion.
• The number of clicks.
• impression.
• Click through rate.
• Internal and external links.
• Word count.
• Bounce Rate.
• The time on the page.

The reason we like to use as many data sources as possible is that there are no specific rules to say whether our content is XYZ, then it is good or bad.

There is no single way to do SEO or analyze this content.

Different data sources allow us to view trends in our content and specific subfolders to help inform suggestions later.

Now that we have compiled all the data sources, let’s start decomposing how we classify and divide content for prioritization.

(If you need more help with the details of content review before proceeding, please refer to Ashley Segura’s Content review checklist.)

How to store content during content review

After we compile all the data around our content, it’s time to break the content into different buckets.

We can classify content in many ways. But in general, we need to find ways to make this data more digestible not only for ourselves but also for other teams and stakeholders we will show it to.

1. Store content classified by subfolder/topic

The first step in any content review is to categorize the pages on our website by the subfolder or subject of the page.

this The subfolder path is probably the easiest way Do this because they are already in the correct URL structure.

We can also start to classify content by business line, product, event, or consumer intent.

The reason this is helpful at first is that we can start to see trends in certain subfolders or service lines on our website.

In addition, many times different teams are in control of their own business lines and pages, so this is helpful when we need to spread information later.

If one team is more willing to make changes than another, this allows us to start small content reviews on our site.

By analyzing the content on our website, we can understand whether some aspects are better than others. We can start copying SEO victories and learning in other parts of our website.

Now we need to start assigning different scores to our content based on the data we collect.

2. Bucket contents by performance (good, medium, and poor performance)

One of the main ways we should prioritize and delete content is performance.

We have a lot of data to absorb. But we need to start assigning points to our content in order to understand how we should deal with it.

Usually, once we have aggregated all the data sources in the main document, the next step is to find the average from the performance data (traffic, keyword ranking, internal links, conversions, etc.).

By finding the average, it allows us to see what The content is already well done What content might need more love and attention.

Once we have the average, we can classify all URLs that are well above the average as good performance. URLs that are far below average perform poorly. Everything else in between is medium.

This is where there is no hard and fast rule to follow. Each content review is different, and we can use different metrics based on the part of the site we are viewing.

For example, if we are doing content moderation around our blog and we know that there are not a lot of conversions on this subfolder, it might not make sense to use it as a primary data point. That’s because we know that the average will be lower across the board.

However, if we know that the blog lacks internal links and this is one of the main reasons we performed this analysis, it is definitely worth using this data point.

Now that we have divided the content into different scopes based on the performance of the content, we can further classify them according to what we want to do with the content.

3. Bucket content based on actionable next steps (do nothing, re-optimize, integrate)

The data we have collected so far must now be used, and there must be an actionable next step related to the audit content.

We have divided the content into different score ranges based on performance, so now we have to assign what we should use it for.

we need Promote SEO to our content team And let them know what specific actions we want them to take based on the SEO data.

We think the content is “good” and we are satisfied because it ranks or converts well on many keywords, and we shouldn’t do anything.

If we start to see that a lot of the content in the “medium” performance bucket contains a lot of page 2 keywords, or is still converting very well compared to other pages in the bucket, we should consider re-optimizing the page.

By updating the page and trying to rank more keywords, we can make the page more naturally visible and increase the traffic or conversion volume of the page.

When we look at the content in the “underperformance” category, we can do something here.

We can re-optimize this page and hope it will eventually rank better. Or, we can consider integrating these content.

During many different content reviews with customers, we started to see that there were many pages with similar themes, and they were actually competing with each other.

If this is the case, it may make sense to merge content or repurpose content to make a work a winner.

Now that there should be actionable next steps related to all the content on our website, we can start to develop a timeline for improvement.

In summary

Content review is one of the most useful things you can do as a content team or an SEO team to take a step back from the website and analyze what is happening.

During the content review period, there will always be profound discoveries, whether it is a piece of content that we don’t know is well converted, or a large amount of content that we don’t realize is so similar.

The data we compiled needs to be analyzed so that we can figure out what to do, so here are the buckets we recommend for categorizing content during the audit:

• theme: Subfolders, lines of business, consumer intent.
• Performance: Good, medium, poor performance.
• Actionable next steps: Do nothing, re-optimize and consolidate.

Each team needs to be prioritized, starting from Developer To the content team. By using this data, we can make it easier for non-SEO and other internal teams to digest large data sets.

Only when we take action on the recommendations discovered through the analysis of the data, content review is truly effective. If we do not make any changes, we will not see improvement.

When you start to make changes, it is important to monitor the content using the corporate platform or other SEO tools.

Pay close attention to what is happening after making changes, and monitor what you know has been done well.

The best part of content moderation is that you can run it again at any time to see what happened to content that was once marked as “moderate” or “underperforming.”

Expert tips: Keep track of the content reviews you previously ran so that you can continue to report on the scores you previously assigned.

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