So why bother checking? The most important reason for determining which pages tend to have lower value is that the end result of the evaluation can outline some next steps for helping improve site quality, which I’ll cover on a later slide.
In addition, you may also find some SEO opportunities that you might not have already been aware of, such as a particular product that is already ranking well and could be further improved through on-page opportunities or acquiring links.
To complete this analysis, you will need the following:
- An analytics program like Google Analytics or YWA
- For data points, you will need the entry page URL (also known as Landing Page in some programs), along with organic visits and revenue.
- Finally, you’ll need a spreadsheet program like Microsoft Excel where you’ll be able to create formulas to quickly pull in and filter the data to help provide the insight on your action items.
- Sort data in analytics by the number of visits largest to smallest
- Export as many rows (Entry Page URLs) as possible, preferrably at least 5-10k, if not more to an Excel or .csv file
- Sort data again, this time by revenue largest to smallest and export the same number of rows again
- Combine both sets of data in your spreadsheet program and remove duplicates (Excel has a remove duplicates button)
- Create another tab with the list of all of your site pages and use Vlookup function to pull in the associates traffic and revenue for each
- Separate pages on site with organic value (visits and/or revenue) with little organic value (no visits/revenue)
- Use list of pages with little value to determine how best to address the quality issues
i.e. no-index product pages that have no organic value and are closely similar to several other products
- Use canonical for pages with little-no value to point to a related page with actual value
- Create content strategy based on low-value pages