How to Turn Low-Value Content Into Neatly Organized Opportunities – Next Level
Posted by jocameron
Welcome to the newest installment of our educational Next Level series! In our last post, Brian Childs offered up a beginner-level workflow to help discover your competitor’s backlinks. Today, we’re welcoming back Next Level veteran Jo Cameron to show you how to find low-quality pages on your site and decide their new fate. Read on and level up!
With an almost endless succession of Google updates fluctuating the search results, it’s pretty clear that substandard content just won’t cut it.
I know, I know — we can’t all keep up with the latest algorithm updates. We’ve got businesses to run, clients to impress, and a strong social media presence to maintain. After all, you haven’t seen a huge drop in your traffic. It’s probably OK, right?
So what’s with the nagging sensation down in the pit of your stomach? It’s not just that giant chili taco you had earlier. Maybe it’s that feeling that your content might be treading on thin ice. Maybe you watched Rand’s recent Whiteboard Friday (How to Determine if a Page is “Low Quality” in Google’s Eyes) and just don’t know where to start.
In this edition of Next Level, I’ll show you how to start identifying your low-quality pages in a few simple steps with Moz Pro’s Site Crawl. Once identified, you can decide whether to merge, shine up, or remove the content.
A quick recap of algorithm updates
The latest big fluctuations in the search results were said to be caused by King Fred: enemy of low-quality pages and champion of the people’s right to find and enjoy content of value.
Fred took the fight to affiliate sites, and low-value commercial sites were also affected.
The good news is that even if this isn’t directed at you, and you haven’t taken a hit yourself, you can still learn from this update to improve your site. After all, why not stay on the right side of the biggest index of online content in the known universe? You’ll come away with a good idea of what content is working for your site, and you may just take a ride to the top of the SERPs. Knowledge is power, after all.
Be a Pro
It’s best if we just accept that Google updates are ongoing; they happen all.the.time. But with a site audit tool in your toolkit like Moz Pro’s Site Crawl, they don’t have to keep you up at night. Our shiny new Rogerbot crawler is the new kid on the block, and it’s hungry to crawl your pages.
If you haven’t given it a try, sign up for a free trial for 30 days:
If you’ve already had a free trial that has expired, write to me and I’ll give you another, just because I can.
Set up your Moz Pro campaign — it takes 5 minutes tops — and Rogerbot will be unleashed upon your site like a caffeinated spider.
Rogerbot hops from page to page following links to analyze your website. As Rogerbot hops along, a beautiful database of pages is constructed that flag issues you can use to find those laggers. What a hero!
First stop: Thin content
Site Crawl > Content Issues > Thin Content
Thin content could be damaging your site. If it’s deemed to be malicious, then it could result in a penalty. Things like zero-value pages with ads or spammy doorway pages — little traps people set to funnel people to other pages — are bad news.
First off, let’s find those pages. Moz Pro Site Crawl will flag “thin content” if it has less than 50 words (excluding navigation and ads).
Now is a good time to familiarize yourself with Google’s Quality Guidelines. Think long and hard about whether you may be doing this, intentionally or accidentally.
You’re probably not straight-up spamming people, but you could do better and you know it. Our mantra is (repeat after me): “Does this add value for my visitors?” Well, does it?
Ok, you can stop chanting now.
For most of us, thin content is less of a penalty threat and more of an opportunity. By finding pages with thin content, you have the opportunity to figure out if they’re doing enough to serve your visitors. Pile on some Google Analytics data and start making decisions about improvements that can be made.
Using moz.com as an example, I’ve found 3 pages with thin content. Ta-da emoji!
I’m not too concerned about the login page or the password reset page. I am, however, interested to see how the local search page is performing. Maybe we can find an opportunity to help people who land on this page.
Go ahead and export your thin content pages from Moz Pro to CSV.
We can then grab some data from Google Analytics to give us an idea of how well this page is performing. You may want to look at comparing monthly data and see if there are any trends, or compare similar pages to see if improvements can be made.
I am by no means a Google Analytics expert, but I know how to get what I want. Most of the time that is, except when I have to Google it, which is probably every second week.
Firstly: Behavior …
You can read the full article at Moz Bloghttp://seopti.com/how-to-turn-low-value-content-into-neatly-organized-opportunities-next-level/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ