BRIEF

With such a huge site that has literally millions of pages of content, eBay requested iThink to review the state of eBay authored Guide content. The desired outcome was to discover duplication alongside recommendation on best practice for new content.

SOLUTION

Reviewing over 18k guides of varying style, length of content and topic, iThink collated findings to deliver individual elements of each guide to use for conclusions. Analysing all of the data was structured to split out by category topic, length of guide along with any other elements that convert to higher performing pieces of content.

RESULTS

iThink’s recommendations are being used to brief third party suppliers as well as in-house teams on format and style of content that works. It’s also seen a piece of work that is removing duplicates, leading to higher quality individual pieces and stronger rankings across long-tail and head terms.

+35%
increase to
long-tail
visibility
+5000
visits to
guide content
57%
reduction in
duplicate guide
content
 

 

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