SEO & ConversionA Best Practice Guide

The Content Flywheel

Best Practice: Check ListContent Checklist: Relevance: Is your content relevant to your user base;

is the content related to the overall topic of your site? Providing Insight: Are you helping your user answer a

question? What is the best product? Where is the best place to have Italian in London?

Unique: Is your content unique? Does your content differ from that of your competitors? What makes you better than the rest?

Shopping Experience: Consider the users purchase journey, are you helping your users find what they want to find?

Best Practice: RelevanceThere will always be competition: Make yourself

distinct; be unique

Typically, sites which rank well in Google will receive traffic.

Use these sites as a benchmark

Olaf’s Top TipTry “longtail” keywords

first (Best pillows for bad

necks)

Best Practice: Providing Insight

www.thesweethome.com

Content Checklist: Answer a question: Does your

content help answer a users question/problem? What value does your content offer the user?

Provide a recommendation/opinion: Your users trust your opinion, provide them with a concise and clear recommendation. Your are the subject matter expert!

Make it detailed: Make sure that your content is detailed. 600 words + should be the aim for great content.

Shopping Experience: Provide your user with a next step; when they have finished reading let them decide if they want to buy.

Best Practice: Unique Leverage your

Passion!

Content Checklist: Custom Photos etc.: Don’t

always think of stock photos, provide your own photos and video. Make your site truly unique.

www.openclipart.org Make it your own: Share

your thoughts, likes/dislikes. Be honest with your users.

Be quirky: People like your site because they like your style; never be generic show your personality through content

www.spokeandco.co.uk

Best Practice: Tips & Tricks

Evergreen Content: Curated content taken

from older articles

Boosts SEO & increases linking opportunities

Best Practice: Back Links

Back Links: Network/Share/Link!

Best Practice: CRO

Most basic way of linking to Amazon

Best Practice: CRO

“How to” Content: Content which requires specific items

to engage in the activity described Engagement

Best Practice: CRO

Multiple Path to purchase

Ideal Integration: Call to action to clear

High conversion rate

Shopping Experience

Clear Image Amazon Logo

Clear Product Name

Shopping Experience Editor Score

User Score

Multiple Retailers

Shopping Experience

Prime: Leverage Amazon

Shopping Experience

“Cut Price”

Build a sense of urgency: Help your users find the best

price

Shopping Experience

Custom Photos (+Cat)

Custom Video (…

+Cat)

Multiples Retailers

Easy to navigate,

great content and clear call to

action

Content review

Cut Price

Availability

Customer Journey

Your site visitor

Engages with a piece of content

The user is inspired by you’re your

recommendation

An Amazon “Call to Action” is present

Amazon converts the user to purchase

Opinions & Expertise

Clear CTA

Amazon Pedigree

Make it relevant

Great user experience = Return users

Questions? Thank You