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#SEMRUSHLIVE @PAGESAUCE
3.GOOD ENOUGH CONTENT ISN’T, NOT ANYMORE
https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
#SEMRUSHLIVE @PAGESAUCE
A QUICK TANGENTTARGET THE ENTIRE BUYING JOURNEY
https://www.branded3.com/challenges-online-retailers/https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
#SEMRUSHLIVE @PAGESAUCE
IN SUMMARYONLINE RETAILING ISN’T ALWAYS EASY
http://www.bbc.co.uk/news/business-25653707
#SEMRUSHLIVE @PAGESAUCE
SEO CONTENT, KEYWORD RESEARCH, UX, CONTENT STRATEGY, SOCIAL MEDIA, CONTENT MARKETING & AGILE APPROACH
= CONTENT DEVELOPMENT
http://www.slideshare.net/pagesauce/understanding-your-audience-agile-thinking-our-content-brightonseo-september-2015
#SEMRUSHLIVE @PAGESAUCE
What are their aims? What problems can we solve for them?
What attracts them to a product or retailer?
WHOIS THE TARGET MARKET?
#SEMRUSHLIVE @PAGESAUCE
What are the product USPs? What does it help the owner achieve?
Are there similar, competing products? Does it match our target audience?
How do we make it look it’s best?
WHAT AREOUR PRODUCT TRUTHS?
#SEMRUSHLIVE @PAGESAUCE
WHYWOULD GOOGLE VISIT?
What makes us worth taking notice of? How do we position our shop as a great place to buy?
What shopping experience can we provide? How do we position ourselves as the most relevant?
#SEMRUSHLIVE @PAGESAUCE
IT’S ALL ABOUT THE QUESTIONS
https://www.semrush.com/blog/ask-page-product-content-marketing/
#SEMRUSHLIVE @PAGESAUCE
https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
http://insidesearch.blogspot.co.uk/2012/01/page-layout-algorithm-improvement.html
http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118
https://support.google.com/webmasters/answer/6001093?hl=en
http://searchengineland.com/guide/seo/content-search-engine-ranking
WHY DON’T WE GOOGLE IT?
#SEMRUSHLIVE @PAGESAUCE
http://static.googleusercontent.com/media/www.google.com/en//insidesearch/
howsearchworks/assets/searchqualityevaluatorguidelines.pdf
#SEMRUSHLIVE @PAGESAUCE
https://moz.com/blog/perfecting-onpage-optimization-for-ecommerce-websites
http://backlinko.com/on-page-seo
https://www.semrush.com/webinars/essential-steps-to-seo-friendly-product-descriptions/
#SEMRUSHLIVE @PAGESAUCE
http://schema.org/Producthttps://builtvisible.com/micro-data-schema-org-
guide-generating-rich-snippets/
SEMANTIC MARKUP
#SEMRUSHLIVE @PAGESAUCE
BUILD TOPICS NOT KEYWORDS
https://moz.com/blog/on-page-topic-seohttps://moz.com/blog/7-advanced-seo-concepts
https://moz.com/blog/topics-people-over-keywords-rankings-whiteboard-friday/
http://www.socialmediatoday.com/content/future-seo-topics-instead-keywords
#SEMRUSHLIVE @PAGESAUCE
STEAL FROM THE COMPETITION
www.semrush.comhttps://ahrefs.com/
http://www.pageonepower.com/linkarati/buzzsumo-competitor-analysis-content-
social-shares
#SEMRUSHLIVE @PAGESAUCE
CUSTOMER SERVICES
SALES TEAM
PRODUCT TEAM /SHOP FLOOR
COMMON ISSUES
BARRIERS
WHAT DO USERS WANT TO ACHIEVE?
#SEMRUSHLIVE @PAGESAUCE
http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-content-strategy/
HOW DO WE FIND USER LANGUAGE?
https://moz.com/blog/perfecting-onpage-optimization-for-ecommerce-websites
http://www.momentology.com/7216-user-centric-keyword-research-topics/
REVIEWS
FAQ OR Q&A
USER-TESTING
INTERNAL SEARCHEShttps://www.usertesting.com/
#SEMRUSHLIVE @PAGESAUCE
http://alistapart.com/article/content-templates-to-the-rescue
DEVELOP PRODUCT TEMPLATES
INVEST IN COPY https://copyhackers.com/2013/09/product-detail-pages/
#SEMRUSHLIVE @PAGESAUCE
http://contentstrategy.com/book.htmlhttp://alistapart.com/article/thedisciplineofcontentstrategy
http://abookapart.com/products/the-elements-of-content-strategy
CONTENT STRATEGY
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