Use topic pages and tags so visitors find educational content

When visitors come to the Extension website, they want to see what information we have to answer the question on their mind or to discover what’s new. Topic menu pages (which include the landing page and the “Browse all Resources” pages for each topic) are a primary way for them to browse educational content.

  • Topic landing pages: 122,450 pageviews, 78% of visitors clicked on a link
  • Topic “browse all resources” pages: 15,038 pageviews (since rollout in October), 86% of visitors clicked on a link

The data shows that content is much more likely to be seen if it is tagged with a topic. On average, a piece of content on the site has received 57  views/downloads/clicks since November 2018. However, pieces of content tagged with at least one topic have received an average of 69 during the same time.

This effect is even greater if the content is featured on a topic landing page. Pageviews/downloads/clicks of content increases threefold (average of 319%) while the content is featured on a topic landing page compared to the period before it was featured.

What you can do to make sure visitors see your educational content:

  • Make sure to tag educational content with a topic. For most content types, the field where you can select the topic is in the second collapsed section on the edit screen.
  • If you tag content with a topic, be sure to also tag it with useful keywords so it is easier to find on the topic’s “Browse all resources” page. See the Tagging Guidelines in the Extension website guide.
  • Work with the topic’s committee to feature content that is especially important to audiences or seasonally relevant. Learn more about topic committees.

At this time, more than 1,000 events have been entered into the Extension website. These have been viewed over 60,000 times. To see the most effective ways of setting up events on the website, we looked at some analytics data for these events since launch.

The top events by views were:

  1. 2019 OSU Small Farms Conference
  2. Clackamas County 4-H Tack and Bake Sales
  3. Insights into Gardening Conference (Benton County)
  4. 4-H Wildlife Stewards Summer Camp
  5. High Desert Leadership Retreat (4-H)
  6. PNW Tri-State 4-H Professional Conference
  7. PNW 4-H Horse Judges’ Training
  8. Growing Farms: Successful Whole Farm Management
  9. Exploring the Small Farm Dream
  10. 2018-19 Oregon 4-H Shooting Sports Mail-In Tournament

Events can be listed in several places: on county pages, on program pages, on topic pages, and on the all Upcoming Extension Events page. Here’s the breakdown on how many people click on events in these places:

  • County pages: 8,797
  • Statewide program pages: 7,347
  • Local-level program pages (4-H, MG): 12,507
  • Topic pages: 1,687
  • All events page: 1,107

We also looked at some data about what visitors do once they get to an event page:

  • On average, they spend 2 minutes and 26 seconds on event pages
  • Documents on event pages (i.e. flyers) were downloaded 10,779 times
  • Links to other sites from event pages, including registration links, were clicked 15,719 times

From this information, we can make some recommendations for more effective events.

What content authors can do:

  • Enter events in the site as events: event pages are viewed much more often than announcements or newsletter issues.
  • Don’t spend time making announcements for events unless necessary: adding an announcement to promote an event doesn’t seem to contribute much to views on the event. Of visits to event pages, only 1.8% came from clicking on the event from an announcement.
  • Make sure all event information is on the event page itself, not just the flyer: 83% of people get their information from only the descriptions on the events or online registration pages, and it is more accessible.   
  • Post events well before they happen. The most viewed events were posted six months before they occurred on average.
  • Make sure your events are seen by all the right people: many of the most popular events are those that are aimed at a wide audience geographically but a narrow audience in terms of topic. Make sure information about events is tagged with the appropriate counties, programs, and topics, so people can find events related to their interests and locations.

What EESC plans to develop based on feedback about how people are tagging events:

  • A design for topic pages and the “all events” page that allows visitors to more easily find events close to them.
  • A design for county and program event lists that highlight especially relevant events separate from others (based on location or subject).
  • Improved integration between events on the OSU Extension Website and OSU’s calendar system.

Recent improvements to events by EESC:

  • Option for events that take place online only (e.g. webinars).
  • Ability to indicate when an event happens multiple times within a specified time period, so you only need to enter that event once.

November 30 marked the six-month anniversary of the launch of the new Extension website. With this milestone, we now have a good amount of analytics data to use as a comparison point for content, design, and other improvements going forward. For example, we’re using this data to

  • Decide where to focus our efforts on design improvements and determine what kind of improvements are needed.
  • Feature popular content on topic and other pages
  • Create best-practice guidelines for entering effective content.

 

Here are some highlights and statistics over the last six months (May 31 – Nov 30 2018):

Basic Site Stats

  • Page views: 1,207,631
  • Visitors: 431,155 (423,667 new)
  • Average time spent by visitors on the site: 1 minute 42 seconds

Top visited pages

  1. Search results page (see what people search for on the site below)
  2. Home page
  3. When to pick and how to ripen pears to perfection
  4. Programs list
  5. Using Coyotes to Protect Livestock. Wait. What?
  6. Find Us page
  7. Gardening top level topic page
  8. Statewide Master Gardener landing page
  9. Are there male and female peppers?
  10. Statewide 4-H landing page
  11. Monthly Garden Calendars
  12. Metro Master Gardener landing page
  13. Ask an Expert form
  14. What are those worms in my firewood?
  15. Clackamas County landing page
  16. Home Food Preservation topic page
  17. Big maggots in your compost? They’re soldier fly larvae
  18. What are short day and long day plants?
  19. Don’t toss those tuberous begonias – save for next summer
  20. Coffee Grounds and Composting

How people find the site

  1. Searching with Google or another service (303,833 users)
  2. Typing in the URL, using a bookmark, or clicking on a link in an email (81,727 users)
  3. Clicking a link on a social media site such as Facebook (32,920 users)
  4. Clicking a link on another site (27,409 users)

What people search for on the site

  1. “canning”
  2. “4-h” or “4h”
  3. “horse”
  4. “compost tea”
  5. “forms”
  6. “master gardener”
  7. “soil testing”
  8. “jobs”
  9. “calendar”
  10. “record book” or “record books”
  11. “publications”
  12. “blueberries”
  13. “compost”
  14. “tomatoes”
  15. “compost tea brewer”
  16. “food preservation”
  17. “state fair”
  18. “cervis”
  19. “soil test”
  20. “employment”

If you are interested in more in-depth analytics or analytics for your content specifically, contact the EESC web team.

Here’s to the next six months!