Develop prioritized plans for gaps in key editorial and non-editorial landing pages

We hypothesize that conducting an audit to identify and build out key landing pages will result in improved content discoverability, increased user engagement, and higher organic search rankings. By ensuring that essential topics and content categories are properly represented through landing pages, we can attract more organic traffic, provide users with relevant and valuable content, and ultimately drive business outcomes such as increased ad revenue, audience retention, and brand authority.

• Organic traffic: Monitor the increase in organic search traffic to landing pages identified and built out as a result of the audit, indicating improved content visibility and search engine rankings.

• Engagement metrics: Track metrics such as time spent on page, bounce rate, and page views per session for users accessing content through landing pages, indicating the effectiveness of landing pages in driving user engagement and content consumption.

• Conversion rate: Measure the percentage of users who take desired actions (e.g., signing up for newsletters, clicking on affiliate links) after landing on the identified pages, indicating the impact of landing pages on audience conversion and business outcomes.

Understanding which landing pages need to be built out enables us to optimize the user journey on our website. We can ensure that users can easily navigate to the most important sections or content areas.

Identify key landing pages: With key stakeholders, compile a list of editorial and non-editorial landing pages deemed critical for user engagement, content promotion, and conversion. Suggested by team:

• Discover PNW

• “Photobooth”

• Archives

• Impact page

• Campaigns from membership

Supplement list with data: Use analytics tools, keyword research, and user feedback to audit existing landing pages and identify gaps or opportunities for new landing page development.

• Topic identification: Collaborate with editorial teams to identify priority topics or content categories based on audience interests, search volume, and strategic objectives.

• Keyword research: Conduct keyword research to identify relevant keywords and search queries related to the identified topics, informing content creation and optimization strategies for new landing pages.

Prioritize landing pages: Add landing pages to the roadmap, and use the project step template below for each. (Need to refine editorial vs. non-editorial project step templates. Bellow is suggestion for refinement with group)

Editorial steps:

Identify key beat categories based on audience interests and content themes.

Develop template and curation process for each beat category.

Implement navigation elements to promote the discovery of landing pages across the website and app.

Monitor user engagement metrics and feedback on landing page usability and content relevance.

Iterate based on performance data and user insights to optimize landing page effectiveness.

Non-editorial steps:

Goals: Establish clear goals for the page.

Content planning: Develop content plans and outlines for new landing pages, ensuring alignment with identified topics, target keywords and user intent.

Design and layout: Collaborate with technical teams to create wireframes and mockups for new landing pages, focusing on user-friendly layouts and clear navigation.

Review with stakeholders: Review and finalize new landing page, obtaining feedback and approval from stakeholders as needed.

Implementation: Implement new landing pages on the website, ensuring proper url structure, navigation links, and integration with existing content and site architecture.

SEO optimization: Optimize new landing pages for search engines, including meta tags, headings, and internal linking strategies to improve indexing and ranking.

Promotion: Promote new landing pages through various channels to drive initial traffic and visibility.

Monitoring and optimization: Monitor the performance of new landing pages using analytics tools, adjusting content, design, and promotion strategies based on data-driven insights to maximize engagement, conversion, and overall effectiveness over time.