Content Strategy, IA, UX or SEO: What’s My Problem?

Posted on November 29th, 2010 by Dan

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Information Architecture Problem

Use Google Analytics segments to identify potential IA problems; in this example, over 4% of visitors spent less then 30 seconds viewing at least 3 pages before leaving.

User Experience Problem

We've highlighted the relevant parts of this Google Analytics segment, which shows that only 12% (25 out of 209) visitors who visited the Register page also visited the page that displays after registration (i.e. 12% completed the registration process)

Content Strategy Problem

Another Google Analytics segment identifies a potential content strategy issue: only 2% of visitors to blog items also make an enquiry (the business goal) on this website. This might also be an IA issue, if interested visitors aren't able to find the enquiry page.

SEO Problem

A potential SEO problem: on this content-based website, less than 1% of traffic originates from search engines. For a content-rich website, expect to see at least 33% of your traffic from search engines.