How to do content auditing with SEO/web data for small & big websites

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1. /marco-giordano96/ @GiordMarco96 https://speakerdeck.com/marcogiordano96
2. About Me Data/Web Analyst with a background in BA, Computer Science and Analytics Specialized in Python, BigQuery and Google Cloud. Runs a newsletter and website called Seotistics Active on LinkedIn.
3. I can’t find where to focus with content 😭 Marco Giordano - Data/Web Analyst #BrightonSEO
4. I don’t know which data to use 😭 Marco Giordano - Data/Web Analyst #BrightonSEO
5. I am too SEO focused 😭 Marco Giordano - Data/Web Analyst #BrightonSEO
6. I will show you a Framework for content auditing... Marco Giordano - Data/Web Analyst #BrightonSEO
7. ✅ How to go beyond SEO Marco Giordano - Data/Web Analyst #BrightonSEO
8. ✅ How analysis fits into the business Marco Giordano - Data/Web Analyst #BrightonSEO
9. ✅ Processes for this data Marco Giordano - Data/Web Analyst #BrightonSEO
10. What Is A Content Audit #BrightonSEO
11. A content audit reviews your content and builds an inventory. Marco Giordano - Data/Web Analyst #BrightonSEO
12. Content is also videos, pictures and all media! Marco Giordano - Data/Web Analyst #BrightonSEO
13. Data Is Key #BrightonSEO
14. Marco Giordano - Data/Web Analyst #BrightonSEO
15. Marco Giordano - Data/Web Analyst #BrightonSEO
16. Marco Giordano - Data/Web Analyst #BrightonSEO
17. Content Auditing Framework #BrightonSEO
18. Marco Giordano - Data/Web Analyst #BrightonSEO
19. Full Framework on https://seotistics.com/content- auditing-framework/ Marco Giordano - Data/Web Analyst #BrightonSEO
20. But not every website is the same... Marco Giordano - Data/Web Analyst #BrightonSEO
21. Small websites can afford flexibility. Big websites have brand authority. Marco Giordano - Data/Web Analyst #BrightonSEO
22. Marco Giordano - Data/Web Analyst #BrightonSEO
23. @GiordMarco96
24. Marco Giordano - Data/Web Analyst #BrightonSEO
25. Marco Giordano - Data/Web Analyst #BrightonSEO
26. Analyzing Data #BrightonSEO
27. BigQuery Handbook [Free] ➡️ Marco Giordano - Data/Web Analyst #BrightonSEO
28. Marco Giordano - Data/Web Analyst #BrightonSEO
29. Site Analysis #BrightonSEO
30. % Anonymized Queries To gauge how many queries you miss in GSC. Not actionable but needed as a benchmark. Marco Giordano - Data/Web Analyst #BrightonSEO
31. % 0 Clicks Gauge how many pages get no traffic from Google. Numbers above 40% are bad! Marco Giordano - Data/Web Analyst #BrightonSEO
32. % Clicks By Top 10% Pages By Clicks How much do the top 10% pages affect my website? A drop in that top 10% will affect you a LOT. Marco Giordano - Data/Web Analyst #BrightonSEO
33. Marco Giordano - Data/Web Analyst #BrightonSEO
34. Marco Giordano - Data/Web Analyst #BrightonSEO
35. Managing Risk Marco Giordano - Data/Web Analyst #BrightonSEO
36. Marco Giordano - Data/Web Analyst #BrightonSEO You can use Gephi to analyze your internal links ->
38. Page/Cluster Analysis #BrightonSEO
39. Best Pages By Traffic What are the best performing pages for organic (and non) traffic? P.S. Remember that traffic is often vanity 👀 Marco Giordano - Data/Web Analyst #BrightonSEO
40. Marco Giordano - Data/Web Analyst #BrightonSEO
41. Marco Giordano - Data/Web Analyst #BrightonSEO
42. Evergreen Content Find which pages are your most reliable performers. Evergreen content should be repurposed and used to research new topics. Marco Giordano - Data/Web Analyst #BrightonSEO
43. Content Decay Find which pages are losing performance over time. These pages you can update more often and monitor. Marco Giordano - Data/Web Analyst #BrightonSEO
44. Marco Giordano - Data/Web Analyst #BrightonSEO
45. Marco Giordano - Data/Web Analyst #BrightonSEO
46. Query Analysis #BrightonSEO
47. Top 5 Queries Per Page Analyze the best queries for every page! Marco Giordano - Data/Web Analyst #BrightonSEO
48. Best Queries By Clicks/Impressions What are the best performing queries for organic traffic? P.S. Queries with low clicks, high impressions are interesting! Marco Giordano - Data/Web Analyst #BrightonSEO
49. Setting Up Data #BrightonSEO
50. Conversions, sales and custom events/dimensions are the MVPs! Marco Giordano - Data/Web Analyst #BrightonSEO
51. Marco Giordano - Data/Web Analyst #BrightonSEO
52. Link: https://speakerdeck.com/marcogiordano96/using-google-bigquery- to-dissect-gsc-data-and-get-actionable-insights Marco Giordano - Data/Web Analyst #BrightonSEO
53. Communication #BrightonSEO
54. Marco Giordano - Data/Web Analyst #BrightonSEO
55. Big Idea 1-2 sentences that describe the overall picture. The shortest summary you can think of! Marco Giordano - Data/Web Analyst #BrightonSEO
56. Big Idea - Example 1 There was a 70% loss in Clicks caused by worse performance in the X section. Marco Giordano - Data/Web Analyst #BrightonSEO
57. Big Idea - Example 2 70% of the traffic is currently given by News Content, which constitues a risky traffic profile. Marco Giordano - Data/Web Analyst #BrightonSEO
58. Big Idea - Example 3 Content efforts have produced 20% more qualified leads and a decrease in ad spend of 30%. Marco Giordano - Data/Web Analyst #BrightonSEO
59. 3-minute story Literally what the name says. A longer version of the big idea. Marco Giordano - Data/Web Analyst #BrightonSEO
60. Takeaways Sales increased by 30% There are opportunities for X product The website is struggling with the X cluster Marco Giordano - Data/Web Analyst #BrightonSEO
61. Content Management #BrightonSEO
62. Marco Giordano - Data/Web Analyst #BrightonSEO
63. Content Inventory A content inventory lists all of your articles with metadata. Airtable and Noco DB are good software for this. Mandatory for big websites. Marco Giordano - Data/Web Analyst #BrightonSEO
64. Paid, more options and integrations. Ideal for big websites. Open-source (aka free) alternative. Ideal for smaller websites. Marco Giordano - Data/Web Analyst #BrightonSEO
65. Marco Giordano - Data/Web Analyst #BrightonSEO
66. Marco Giordano - Data/Web Analyst #BrightonSEO
67. Marco Giordano - Data/Web Analyst #BrightonSEO
68. Related Resources https://thegray.company/resource/airtable- template-seo-content Marco Giordano - Data/Web Analyst #BrightonSEO
69. Taking Action & Preventing Issues #BrightonSEO
70. Update Cycle Affected by Decay & Seasonality. Recommended time: 4-6 months. Pro tip: classify pages by decay/seasonality! Marco Giordano - Data/Web Analyst #BrightonSEO
71. Marco Giordano - Data/Web Analyst #BrightonSEO
72. Insight -> Action Pages with lowest clicks = Optimization/Pruning Best pages = Distribution/Repurposing Marco Giordano - Data/Web Analyst #BrightonSEO
73. Marco Giordano - Data/Web Analyst #BrightonSEO
74. Marco Giordano - Data/Web Analyst #BrightonSEO
75. Marco Giordano - Data/Web Analyst #BrightonSEO
76. Marco Giordano - Data/Web Analyst #BrightonSEO
77. Tactics 101 (For Small Players) #BrightonSEO
78. Small websites can’t compete 1:1 with content... they need specific tactics! Marco Giordano - Data/Web Analyst #BrightonSEO
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80. Marco Giordano - Data/Web Analyst #BrightonSEO
81. Marco Giordano - Data/Web Analyst #BrightonSEO
82. Takeaways #BrightonSEO
83. What We Learned ✅ Real content audits require proper data work Marco Giordano - Data/Web Analyst #BrightonSEO
84. What We Learned ✅ Real content audits require proper data work ✅ How to structure a great content audit Marco Giordano - Data/Web Analyst #BrightonSEO
85. What We Learned ✅ Real content audits require proper data work ✅ How to structure a great content audit ✅ Understand the business model first Marco Giordano - Data/Web Analyst #BrightonSEO
86. What We Learned ✅ Real content audits require proper data work ✅ How to structure a great content audit ✅ Understand the business model first ✅ Big websites follow different processes Marco Giordano - Data/Web Analyst #BrightonSEO
87. Resources #BrightonSEO
88. Additional Resources Learn Analytics for SEO [Course] - 30% off (scan QR) Learn Analytics for SEO [Ebook] - 30% off (scan QR) Think Like a Web Analyst (30% off, launching May 12) Seotistics Blog (for Web Analytics) Marco Giordano - Data/Web Analyst #BrightonSEO
90. Thank You! /marco-giordano96/ @GiordMarco96 seotistics.com