Understanding your audience;Agile thinking & our contentBrightonSEO18th September 2015

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Charlie Williams

Head of Marketingcharlie (at) white.net@pagesauce

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Content = our best method to offer a unique experience in markets increasingly filled with similar products

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Putting the audience firstWe can harness the power of our audience to build better contentexperiences

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A story…About how I learnedto make content

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A story…About how I first learnedto make content

with ferries

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What I’ve built…

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ferries to FranceWhat I’ve built…

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ferries from Franceferries to FranceWhat I’ve built…

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France ferriesferries from Franceferries to FranceWhat I’ve built…

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France ferriesferries from Franceferries to FranceWhat I’ve built…

And more… oh dear

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Optimising for search query topic buckets, not individual keywords

Thinking in topics

https://moz.com/blog/topics-people-over-keywords-rankings-whiteboard-friday/

http://www.socialmediatoday.com/content/future-seo-topics-instead-keywords

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& content marketing

SEO content, keyword research, UX, content strategy, social media,

= Content development

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Agile

Richard Prowsehttps://gathercontent.com/blog/adopting-agile-approach-content

helps organisations … focus on meeting user needs, prioritisingdelivery and helping people to collaborate

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An agile project is about creating fast iterations of products based on the feedback of real users -Prioritise features for users over everyone else Gov.uk

https://www.gov.uk/service-manual/agile

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But…Agile’s for developers, right?

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content marketing & agile approach

SEO content, keyword research, UX, content strategy, social media,

= Content development

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https://moz.com/blog/user-behaviour-data-as-a-ranking-signal

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Build great content= the new content is king…

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Product pagesHow do we make these great?

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Challenging or new industriesWhat counts as great content?

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Helping the audience

needs?

So, how do we create content that actually serves our audience’s

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Questions

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When you do a search, you generally want an answer

Gabriel Weinberg

http://www.fastcompany.com/3026698/inside-duckduckgo-googles-tiniest-fiercest-competitor

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Types  of  searches

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Listening to the audience

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Google AnalyticsUnderstand what is working;what does your audience enjoy?

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Google AnalyticsUnderstand what is working;what does your audience enjoy?

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What’s earned your audience’s interest?

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What’s earned your audience’s interest?

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talking about?What is our audienceTopsy

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content

User testingEye-opening insight into what your audience wants from your

https://www.usertesting.com/product/videos-and-metrics

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results

SurveysAsk you audience what theywant & incentivise for best

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questions

QuestionsCompetitor FAQs & Quorafor researching common

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User-centric keyword researchQuality keyword research unveils your audience’s needs

http://www.momentology.com/7216-user-centric-keyword-research-topics/

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SEMrushDig into the topics your competitors earn traffic with

http://refugeeks.com/semrush/

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Google Trends

Plus, related termsIs this a growing topic?

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Scrape Google suggest

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Kewordtool.io

KeywordKiwi

Ubersuggest

Scrape Google suggest

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User stories

audience wants, & map the journey Take your personas, & what your

https://gathercontent.com/blog/adopting-agile-approach-content

https://www.gov.uk/service-manual/agile/writing-user-stories.html

https://yougov.co.uk/profiler

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WireframesBe able to show how your contentwill work

Balsamiq Mockups

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http://backlinko.com/skyscraper-technique

An exampleTo get your own ideas going

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Tell your stories of your product

product or service

Content can be about the user experiences to be had with your

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Agile thinkinghelps our SEO in two ways:Focus on one issue at a time,& helping us understand the audience, so we know what to make

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charlie (at) white.net

THANK YOUQuestions?@pagesauce