Bento 3.0 Open Cohort - Content Audit

Posted by Amy Lust on

Beginning a new project can be daunting, especially if it’s a website migration. Where do you start? What’s important to keep and to let go? Open Cohort series on content audit can help with these questions. Content auditing can help you migrate from one web platform to another. The Open Cohort series was designed to give stations the tools to prepare, plan and execute a station migration by performing a content audit and setting site goals for your new site. 

A content audit is the process of taking a holistic and high level look at your site. The goal of a content audit is to be objective and look strictly at what the data is telling you. Start your content audit by pulling the analytics for your site and create a site map. 

It’s important to know how much traffic pages on your website are getting, or not getting as the case may be. When you pull your site analytics consider these three categories: 

  • Entrances: very useful when analyzing the performance of your landing pages
  • Bounce rate: learn which pages have high/low bounce rates and why
  • Time on page: learn which part of your content is engaging and keeps visitors reading until the end

Along with your site’s analytics, a site map provides the core information of your entire site. The simplest way to create a sitemap is to use a free SEO website crawler. A sitemap crawls your site and collects basic information about every page on your site. If you use blogs heavily then your sitemap may be overwhelming. If you know you’re planning to migrate your blogs from a Bento 2 site to Bento 3.0, don’t worry, PBS Digital will technically migrate them. To keep your sitemap focused on the content pages hide the blog posts in the excel sheet. Learn more about generating a sitemap from Google on their Google Code wiki. 

These two documents will allow you to make some quick, first cuts to pages on your website. After these initial cuts it will be easier to focus on the rest of your site. When looking to make first cuts, consider the following:  

  • Old/Out of Date pages - pages that contain out of date, erroneous information- pages on past events, past shows that are no longer in rights, etc. 
  • Duplicate pages- did you make multiple copies of a page with the intent to modify or change them? Now is the time to let ’em go! 
  • 404 pages - Broken links or error urls? Off with their heads! Most sitemaps will provide you with the status of your page. Any with a 400 status is a broken page and can be eliminated. 
  • Zero pages- no outside visitors? Fewer than 5? Maybe it’s time to rethink this information

There you have it- a quick and dirty start to your content audit. Companion resources on performing a content audit can be found on Digital.pbs.org on the Bento 3.0 information page. Download the How-To Content Audit guide, that will walk you through the who, what, when, where and why of your website. The Bento Open Cohort: Site Audit webinar is recorded and can be watched here.

Look for the upcoming Open Cohort post on setting site goals next week. Find the recording the Open Cohort: Deep Dive on User Profiles here. We’re looking for additional topics that you would be interested in us exploring- send your requests to spi@pbs.org

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