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ReadingSEO - 14th of November - Master Deck

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ReadingSEO - 14th of November - Master Deck

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ReadingSEO - 14th of November - Master Deck

  1. 1. Steph Whatley Emma Russell Hannah Butcher Speakers @ReadingSEO Website: ReadingSEO.org @techseowomen Website: womenintechseo.com Sponsored by:
  2. 2. @ReadingSEO SCHEDULE: - Introductions - Surviving Seasonal SEO - Steph Whatley - Automated Content Generation - Emma Russell - *Break* - Literacy, Keyword Research and Content Choices - Hannah Butcher - Questions - Next Meetups! - Networking Steph Whatley (SEO Manager - Blue Array) Emma Russell (Head of SEO - Contemplate Digital) Hannah Butcher (Head of Content & PR - Koozai) @Techseowomen
  3. 3. Up Next: Surviving Seasonal SEO Steph Whatley (SEO Manager - Blue Array) Sponsored by:
  4. 4. Surviving Seasonal SEO. Steph Whatley SEO Manager @ Blue Array It depends!
  5. 5. Who the hell does she think she is? @bluearrayseo @SEOStephW
  6. 6. Who the hell does she think she is? @bluearrayseo @SEOStephW
  7. 7. Why should I care about seasonal SEO? @bluearrayseo @SEOStephW
  8. 8. Why should I care about seasonal SEO? @bluearrayseo @SEOStephW
  9. 9. Why should I care about seasonal SEO? @bluearrayseo @SEOStephW
  10. 10. Case Study: Flower Retailer @bluearrayseo @SEOStephW
  11. 11. Case Study: Flower Retailer @bluearrayseo @SEOStephW
  12. 12. Case Study: Flower Retailer @bluearrayseo @SEOStephW +196% YoY Disclaimer: Smoking is bad but Peggy is cool and great
  13. 13. Case Study: Flower Retailer @bluearrayseo @SEOStephW = 140% YoY uplift 2018 organic conversions 378 (1-15 February) 2019 organic conversions 906 (1-15 February)
  14. 14. Case Study: Flower Retailer @bluearrayseo @SEOStephW Approx £45 per conversion = additional £23K in a two week period!
  15. 15. What are the types of seasonal SEO? @bluearrayseo @SEOStephW Events Demand
  16. 16. What are the types of seasonal SEO? @SEOStephW
  17. 17. What are the types of seasonal SEO? @SEOStephW@bluearrayseo
  18. 18. What are the types of seasonal SEO? @SEOStephW@bluearrayseo
  19. 19. What to keep in mind @bluearrayseo @SEOStephW
  20. 20. Location is important! @bluearrayseo @SEOStephW
  21. 21. Location is important! @bluearrayseo @SEOStephW
  22. 22. Location is important! @bluearrayseo @SEOStephW “Thongs” “Flip Flops”
  23. 23. When should you start thinking about seasonal SEO? @bluearrayseo @SEOStephW Approx £45 per conversion = additional £24K in a two week period! ASAP, if not before
  24. 24. When should you start thinking about seasonal SEO? @bluearrayseo @SEOStephW 4 - 6 months prior to ‘launch’
  25. 25. When should you start thinking about seasonal SEO? @bluearrayseo @SEOStephW Approx £45 per conversion = additional £24K in a two week period!
  26. 26. When should you start thinking about seasonal SEO? @bluearrayseo @SEOStephW Approx £45 per conversion = additional £24K in a two week period!
  27. 27. When should you start thinking about seasonal SEO? @bluearrayseo @SEOStephW Approx £45 per conversion = additional £24K in a two week period! Ramp up Peak demand Slow down
  28. 28. Know your peaks: Google Search Console @bluearrayseo @SEOStephW
  29. 29. Know your peaks: Google Trends @bluearrayseo @SEOStephW
  30. 30. Know your peaks: Google Ads @bluearrayseo @SEOStephW ‘Bikinis’
  31. 31. Know your peaks: Google Analytics @bluearrayseo @SEOStephW
  32. 32. Know your peaks: Google Analytics @bluearrayseo @SEOStephW
  33. 33. Know your peaks: SEMRush @bluearrayseo @SEOStephW You can check your peaks against competitors as well
  34. 34. Know your peaks: Common sense @bluearrayseo @SEOStephW
  35. 35. Creating seasonal pages: Structure @bluearrayseo @SEOStephW Approx £45 per conversion = additional £24K in a two week period! Use a ‘hub’ strategy
  36. 36. Creating seasonal pages: Structure @bluearrayseo @SEOStephW
  37. 37. Creating seasonal pages: Structure @bluearrayseo @SEOStephW
  38. 38. Creating seasonal pages: Structure @bluearrayseo @SEOStephW
  39. 39. Creating seasonal pages: Structure @bluearrayseo @SEOStephW The ‘hub’ Child pages linking back
  40. 40. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW
  41. 41. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW 1. Don’t use the month/year in the URL - make it futureproof
  42. 42. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW 1. Don’t use the month/year in the URL - make it futureproof 2. Do use the month/year in the title & headers - make it relevant
  43. 43. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW 1. Don’t use the month/year in the URL - make it futureproof 2. Do use the month/year in the title & headers - make it relevant 3. Add a link to the main header navigation & homepage - make it important
  44. 44. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW 1. Don’t use the month/year in the URL - make it futureproof 2. Do use the month/year in the title & headers - make it relevant 3. Add a link to the main header navigation & homepage - make it important 4. Don’t wait until it’s launch day to make it live - make it exciting & linkable
  45. 45. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW 1. Don’t use the month/year in the URL - make it futureproof 2. Do use the month/year in the title & headers - make it relevant 3. Add a link to the main header navigation & homepage - make it important 4. Don’t wait until it’s launch day to make it live - make it exciting & linkable 5. 301 redirect old or out-of-date content to it - make it stronger
  46. 46. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW 1. Don’t use the month/year in the URL - make it futureproof 2. Do use the month/year in the title & headers - make it relevant 3. Add a link to the main header navigation & homepage - make it important 4. Don’t wait until it’s launch day to make it live - make it exciting & linkable 5. 301 redirect old or out-of-date content to it - make it stronger 6. Link to other non-seasonal, but relevant pages - make it hardworking
  47. 47. Creating seasonal pages: 6 top tips @bluearrayseo @SEOStephW
  48. 48. Maintaining seasonal pages: 4 top tips @bluearrayseo @SEOStephW
  49. 49. Maintaining seasonal pages: 4 top tips @bluearrayseo @SEOStephW 1. Don’t ‘launch & leave’ - review & optimise regularly
  50. 50. Maintaining seasonal pages: 4 top tips @bluearrayseo @SEOStephW 1. Don’t ‘launch & leave’ - review & optimise regularly 2. Be prepared to react quickly - be agile
  51. 51. Maintaining seasonal pages: 4 top tips @bluearrayseo @SEOStephW 1. Don’t ‘launch & leave’ - review & optimise regularly 2. Be prepared to react quickly - be agile 3. Don’t delete or 404 the page if you sell out of something! Add an ‘out of stock’ notice & link elsewhere
  52. 52. Maintaining seasonal pages: 4 top tips @bluearrayseo @SEOStephW 1. Don’t ‘launch & leave’ - review & optimise regularly 2. Be prepared to react quickly - be agile 3. Don’t delete or 404 the page if you sell out of something! Add an ‘out of stock’ notice & link elsewhere 4. Make sure you’re considering other channels - understand their impact on organic traffic
  53. 53. When it’s all over... @bluearrayseo @SEOStephW DO NOT DELETE YOUR PAGES DO NOT DELETE YOUR PAGES DO NOT DELETE YOUR PAGES DO NOT DELETE YOUR PAGES <<<< DO NOT DELETE YOUR PAGES >>>> DO NOT DELETE YOUR PAGES DO NOT DELETE YOUR PAGES DO NOT DELETE YOUR PAGES DO NOT DELETE YOUR PAGES
  54. 54. When it’s all over... @bluearrayseo @SEOStephW If you set up a page with a time-stamped URL, 301 redirect it to an evergreen URL for next time
  55. 55. When it’s all over... @bluearrayseo @SEOStephW If it’s an evergreen page: ● Keep your meta data the same
  56. 56. When it’s all over... @bluearrayseo @SEOStephW If it’s an evergreen page: ● Keep your meta data the same ● Add a holding message to build excitement for the next event
  57. 57. When it’s all over... @bluearrayseo @SEOStephW If it’s an evergreen page: ● Keep your meta data the same ● Add a holding message to build excitement for the next event ● Link to other valuable pages the user might be interested in
  58. 58. When it’s all over... @bluearrayseo @SEOStephW
  59. 59. When it’s all over... @bluearrayseo @SEOStephW For ecommerce - if it’s a product that’s never coming back you have two options:
  60. 60. When it’s all over... @bluearrayseo @SEOStephW For ecommerce - if it’s a product that’s never coming back you have two options: 1. 301 redirect the URL to your hub/category page/most similar product page
  61. 61. When it’s all over... @bluearrayseo @SEOStephW For ecommerce - if it’s a product that’s never coming back you have two options: 1. 301 redirect the URL to your hub/category page/most similar product page 2. Keep it in order to capture traffic (if high search vol) - point them towards relevant products you’re keeping
  62. 62. Oh, and analyse the cr@p out of it @bluearrayseo @SEOStephW
  63. 63. Key points for seasonal SEO analysis @bluearrayseo @SEOStephW If you have seasonal peaks, don’t take an overall average across 12 months to determine performance benchmarks
  64. 64. Key points for seasonal SEO analysis @bluearrayseo @SEOStephW Instead, check your MoM % change over as many years as possible to work out an average for forecasting
  65. 65. Key points for seasonal SEO analysis @bluearrayseo @SEOStephW Don’t use absolute figures from 5 years ago to work out average organic entrances…
  66. 66. Key points for seasonal SEO analysis @bluearrayseo @SEOStephW Cross-check any sudden fluctuations with PR & ATL activity
  67. 67. Key points for seasonal SEO analysis @bluearrayseo @SEOStephW
  68. 68. Anything else? @bluearrayseo @SEOStephW 1. Don’t forget about speed
  69. 69. Anything else? @bluearrayseo @SEOStephW 1. Don’t forget about speed 2. Optimise existing content for quick wins
  70. 70. Anything else? @bluearrayseo @SEOStephW 1. Don’t forget about speed 2. Optimise existing content for quick wins 3. Use a content calendar to plan well
  71. 71. Anything else? @bluearrayseo @SEOStephW 1. Don’t forget about speed 2. Optimise existing content for quick wins 3. Use a content calendar to plan well 4. PPC data can inform your next strategy
  72. 72. Anything else? @bluearrayseo @SEOStephW 1. Don’t forget about speed 2. Optimise existing content for quick wins 3. Use a content calendar to plan well 4. PPC data can inform your next strategy 5. Set your GMB hours!
  73. 73. Anything else? @bluearrayseo @SEOStephW 1. Don’t forget about speed 2. Optimise existing content for quick wins 3. Use a content calendar to plan well 4. PPC data can inform your next strategy 5. Set your GMB hours! 6. Did I also mention don’t delete your pages
  74. 74. @bluearrayseo @SEOStephW Thank you!
  75. 75. @bluearrayseo @SEOStephW Thank you!PS) We’re recruiting! Come & work with us :-)
  76. 76. Up Next: Automated Content Generation Emma Russell (Head of SEO - Contemplate Digital) Sponsored by:
  77. 77. 77 Automated Content Generation Automating relevance and value for Google the user at scale.
  78. 78. 78 An SEO agency focusing on primarily tech SEO. We work closely with developers on site speed, taxonomy and indexing projects, and migrations etc. etc.etc. Contemplate Digital Over 10 years SEO experience working with national and international companies. Brands include Sports Direct Group, Smythson, Graham & Brown, Volangua, Karen Millen Group and more. SEO with a specific focus on technical and content strategies, working for brands such as: House of Fraser, Smythson, Pan Macmillan, Graham & Brown and more. Hanna Downs Emma Russell
  79. 79. 79 There are over 200k products on the site from 1,710 brands and this is growing as more affiliates come on board. These products include variants such as colour and size, which sit under the same URL, depending on the variant type. The main aim of the site is to allow users to find the right product for them at the best price. BEAUTY AFFILIATE SITE WITH 100K+ INDEXABLE URLs CONTEXT
  80. 80. 80 ABOUT THE PROJECT 1. The primary aim of the project was to provide the user with information about the product that would help them to make a purchase decision. 2. The secondary aim was to ensure that this content would help the site to rank well and also not jeopardise the chance of the site ranking well.
  81. 81. 81 WHAT INFORMATION HELPS USERS CONVERT?
  82. 82. 82 WHAT INFORMATION HELPS USERS CONVERT? Cost
  83. 83. 83 AFFILIATE PRICE COMPARISON
  84. 84. 84 WHAT INFORMATION HELPS USERS CONVERT? Cost Reviews
  85. 85. 85 REVIEWS
  86. 86. 86 WHAT INFORMATION HELPS USERS CONVERT? Ethics / Religious considerations Cost Reviews
  87. 87. 87 ETHICS
  88. 88. 88 WHAT INFORMATION HELPS USERS CONVERT? Ethics / Religious considerations Cost Reviews Ingredients
  89. 89. 89 INGREDIENTS
  90. 90. 90 ABOVE THE FOLD CONTENT WAS LIT
  91. 91. 91 BELOW THE FOLD CONTENT WAS SH*T
  92. 92. 92 SO WE DECIDED TO USE THE DATA TO PROVIDE MORE VALUE TO THE USER
  93. 93. 93 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1
  94. 94. 94 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why?Q1 Because we’re making functional statements about a product, which doesn’t require complicated prose. Multiple, fairly simple sentences structures Because ingredient data wasn’t just “is vegan”, or “is cruelty-free” but also “is dermatologically tested”. Sentences would need to fit together well This content will be added to pages that have hardly any other written content on the page so this text needs to help differentiate products. Sentences would need to tackle “duplication” Text blocks would be fairly short Again, this is because the language is functional and doesn’t require us to wax lyrical or have a definite style.
  95. 95. 95 BECAUSE THE OUTPUT WAS SIMPLE, WE USED A SIMPLE METHOD OF TEXT GENERATION
  96. 96. 96 CONTENT GENERATION PROCESS ● Bulk uploads e.g. Affiliate feeds, PIM/PIP, custom extractions ● Manual Attribution ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING
  97. 97. 97 “This Aromatics Elixir body wash from Clinique is vegan.” INGREDIENT PREFERENCES TEXT EXAMPLE 1
  98. 98. 98 “This Aromatics Elixir body wash from Clinique is vegan.” INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}.
  99. 99. 99 INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}. PIM / Feed ??
  100. 100. 100 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1 Do I have enough data to create what I want?Q2
  101. 101. 101 CONTENT GENERATION PROCESS ● Bulk uploads e.g. Affiliate feeds, PIM/PIP, custom extractions ● Manual Attribution ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING
  102. 102. 102 INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}. PIM / Feed ??
  103. 103. 103 INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}. PIM / Feed ?? This {{product.Name}} is aloe vera. This {{product.Name}} is jojoba oil. This {{product.Name}} is stearic acid. This {{product.Name}} is coconut oil.
  104. 104. 104 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1 Do I have enough data to create what I want?Q2 Is this data categorised / stored in a useful way?Q3
  105. 105. 105 This {{product.Name}} is {{ingredient}}. Unique data “This Aromatics Elixir body wash from Clinique is vegan.” This product is {{ingredient}}. “This product is vegan.” DUPLICATION WOES
  106. 106. 106 DUPLICATION WOES This Iconic London product is cruelty-free. ICONIC London Day to Slay Eyeshadow Palette ICONIC London Powder Contour Palette ICONIC London Luminous Powder This Iconic London product is cruelty-free. This Iconic London product is cruelty-free.
  107. 107. 107 Chloé Absolu Eau de Parfum Chloé Eau de Toilette VARIATION WOES The Eau de Toilette from Chloe features pink peony, rose and cedarwood fragrance notes. Chloé Eau de Parfum The Absolu Eau de Parfum from Chloe features pink peony, rose and cedarwood fragrance notes. The Eau de Parfum from Chloe features pink peony, rose and cedarwood fragrance notes.
  108. 108. 108 DUPLICATION WOES SOMETHING ● Affiliate feeds ● PIM/PIP bulk upload ● Manual Attribution ● Scraping If X = Y then action Z DATA DATABASE RULES ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} By choosing the right data from the database, creating a number of rules that can be used and making compound sentences you can get far more variation and unique text.
  109. 109. 109 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1 Do I have enough data to create what I want?Q2 Is this data categorised/stored in a useful way?Q3 Q4 Am I creating duplicate content? Do I care?
  110. 110. 110 The 3 In 1 Foundation from 3INA is vegan and contains vitamin C, which helps to protect against free radical damage. It also contains vitamin E. INGREDIENT PREFERENCES TEXT EXAMPLE 2
  111. 111. 111 INGREDIENT PREFERENCES TEXT EXAMPLE 2 {{product.Name}} from {{brand}} is {{ing.IS}} and contains {{ing.C}}, which helps to {{Ing.C.Benefit}}. It also contains {{ing.C}}.
  112. 112. 112 INGREDIENT PREFERENCES TEXT EXAMPLE 2
  113. 113. 113 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1 Do I have enough data to create what I want?Q2 Is this data categorised/stored in a useful way?Q3 Q4 Q5 Am I creating duplicate content? Do I care? How to I present these rules in a way the team can understand?
  114. 114. 114 TRY TO BREAK THE SENTENCES AS MUCH AS POSSIBLE Rule Example Output The {{product.Name}} from {{brand}} is {{Ing.Is}}, {{Ing.Is}} and {{Ing.Is}}. The Boss In Motion Eau de Toilette Spray 90ml from Hugo Boss is vegan, halal and hypoallergenic. The Lip Essentials Gift Set from High Definition Beauty is vegan, halal and hypoallergenic. The Buffet 30ml from The Ordinary is vegan, halal and hypoallergenic. The The Celestial Skin Liquid Lighting from Kevyn Aucoin is vegan, halal and hypoallergenic.
  115. 115. 115 If you break a sentence, add another IF rule that deals with the exceptions. For example: if the product starts with “The” remove the duplicated word, OR force those products to use a different sentence structure. ● Affiliate feeds ● PIM/PIP bulk upload ● Manual Attribution ● Scraping ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING BROKEN SENTENCE WOES
  116. 116. 116 ALWAYS REQUEST A FINAL OUTPUT BEFORE GO LIVE AND CHECK ON STAGING / A LOWER ENVIRONMENT
  117. 117. 117 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1 Do I have enough data to create what I want?Q2 Is this data categorised/stored in a useful way?Q3 Q4 Do I need any help from other people? e.g. copy writers Q5 How to I present these rules in a way the team can understand? Q6 Am I creating duplicate content? Do I care?
  118. 118. 118 QUESTIONS TO ASK AT THE BEGINNING OF THE PROJECT What do I want to create and why? Q1 Do I have enough data to create what I want?Q2 Is this data categorised/stored in a useful way?Q3 Q4 Do I need any help from other people? e.g. copy writers Q5 How to I present these rules in a way the team can understand? Q6 What development resource do I have and how experienced are they? Q7Am I creating duplicate content? Do I care?
  119. 119. 119 How is this information added to the page? – injected via JS? SSR? Q1 Is this based on seeded or continual randomisation? Is this text going to be the same each time? Q2 Q3 Q4 Q5 If a data type name changes how is the data affected? If the data changes when will this be reflected on the page? A FEW QUESTIONS TO ASK YOUR DEVELOPERS If you’re changing a section, is the current data going to be removed or added to?
  120. 120. 120 This moisturiser from Bioderma is paraben free, hypoallergenic and non-comedogenic and contains citric acid, which helps to exfoliate skin. Bioderma Atoderm Ultra-Nourishing Shower Cream Rituals The Ritual of Ayurveda Body Mist 50ml SOME FINAL EXAMPLES This Rituals perfume for women is paraben free, cruelty free and phthalates free and features floral and oriental fragrance notes. Fudge Paintbox Hair Colourant This hair colour from Fudge is ammonia free and peroxide free.
  121. 121. 121 PHB Ethical Beauty Anti-aging Eye Gel is perfect for those looking for a product with anti-ageing properties. It’s also vegan, paraben free and alcohol free, and contains vitamin C, which helps to fight photo-ageing. It also contains collagen, argan oil and lavender oil. Clinique Anti-Blemish Solutions Liquid Makeup STARSKIN After Party Coconut Bio-Cellulose Second Skin Brightening Face MaskClinique Anti-Blemish Solutions Liquid Makeup is great for those with normal and oily skin, looking for medium and sheer or natural coverage and aiming to get a natural finish. It’s also vegan, oil free and dermatologically tested, and contains salicylic acid, which helps to prevent pimples from forming. PHB Ethical Beauty Anti-aging Eye Gel STARSKIN After Party Coconut Bio-Cellulose Second Skin Brightening Face Mask is perfect for those looking for a product with hydrating properties. They’re also paraben free, mineral oil free and sulphate free, and contain vitamin C which helps to gently brighten skin. It also contains coconut oil.
  122. 122. 122 Philip Kingsley Weatherproof Hairspray BLOOPERS Philip Kingsley Weatherproof Hairspray is built to target uv protected and shiny hair. These Philip Kingsley hair styling products are cruelty free and contain aloe vera, which helps to promote elasticity. NYX Professional Makeup Honey Dew Me Up Primer NYX Professional Makeup Honey Dew Me Up Primer is ideal for those with normal, mature and dry skin who are aiming to get a dewy finish. This face makeup from NYX Professional Makeup is cruelty free and contains hyaluronic acid, which helps to keep skin moisturised. It also contains lavender oil.
  123. 123. 123 Thanks y’all! @emlruss
  124. 124. Up Next: Literacy, Keyword Research and Content Choices Hannah Butcher (Head of Content & PR - Koozai) Sponsored by:
  125. 125. Thinking about pee & poo? Using literacy to make choices about your content
  126. 126. Hannah Butcher Head of Content & PR @HannahFButcher
  127. 127. Your website isn’t accessible enough. @HannahFButcher
  128. 128. Colour palettes Screen readers Alt text @HannahFButcher 🗷 🗷 🗷
  129. 129. Word choices @HannahFButcher 🗷
  130. 130. An estimated 5.1 million adults in England are functionally illiterate... @HannahFButcher https://www.telegraph.co.uk/news/2019/01/05/millions-british-adults-functionally-illiterate-problem-ignored/
  131. 131. Literacy isn’t equal. @HannahFButcher
  132. 132. Let’s do better. @HannahFButcher
  133. 133. A lesson from the NHS how they chose their content @HannahFButcher
  134. 134. Pee and poo and the language of health @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  135. 135. “If someone with poor literacy understands ‘blood in your poo’, it might just save their life.” @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  136. 136. Some people don’t like words like ‘pee’. @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  137. 137. ‘dumbing down’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  138. 138. ‘dumbing down’ ‘simplistic’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  139. 139. ‘dumbing down’ ‘simplistic’ ‘patronising language’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  140. 140. Does everyone agree? @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  141. 141. The NHS asked 10,000 people for their opinion. @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  142. 142. “We get more than 10 positive comments for every negative one.” @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  143. 143. ‘clear’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  144. 144. ‘clear’ ‘direct’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  145. 145. ‘clear’ ‘direct’ ‘language that anyone can understand’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  146. 146. The NHS still wants to help people learn the language of health. @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  147. 147. Poo @HannahFButcher
  148. 148. ‘A sample of poo (stool sample)’. @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  149. 149. Pee @HannahFButcher
  150. 150. Higher literacy users = prefer ‘urine’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  151. 151. Lower literacy users = prefer ‘pee’ @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  152. 152. And ‘wee’ is just too confusing for voice search! @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  153. 153. Content accessibility and why it matters @HannahFButcher
  154. 154. 1 in 5 children left primary school in 2018 unable to read or write properly. @HannahFButcher https://www.theguardian.com/education/2019/mar/03/literacy-white-working-class-boys-h-is-for-harry
  155. 155. 1. Poland 2. India 3. Pakistan 4. Ireland 5. Germany @HannahFButcher
  156. 156. “As adults, we find a core of 2,500 to 5,000 common words easy to recognise and understand.” @HannahFButcher https://www.nhsinform.scot/campaigns/nhs-inform-style-guide
  157. 157. “People with a learning disability or dyslexia are more likely to use simple words like ‘poo’.” @HannahFButcher https://digital.nhs.uk/blog/transformation-blog/2019/pee-and-poo-and-the-language-of-health
  158. 158. Your website isn’t accessible enough. @HannahFButcher
  159. 159. 7 content accessibility tips for your website @HannahFButcher
  160. 160. @HannahFButcher Enter link here
  161. 161. @HannahFButcher Enter link here https://answerthepublic.com/
  162. 162. Search volumes don’t tell the full story. @HannahFButcher
  163. 163. 1 @HannahFButcher
  164. 164. “Include search keywords where possible - without shoehorning them in - to satisfy SEO.” @HannahFButcher https://www.nhsinform.scot/campaigns/nhs-inform-style-guide
  165. 165. 2 @HannahFButcher
  166. 166. Write thinking of a 9 year-old child and you’ll be accessible to most of your users. @HannahFButcher https://www.nhsinform.scot/campaigns/nhs-inform-style-guide
  167. 167. Users skip long words. @HannahFButcher https://www.nhsinform.scot/campaigns/nhs-inform-style-guide
  168. 168. Long words = 8 or 9 letters @HannahFButcher
  169. 169. Short words = 3, 4 or 5 letters @HannahFButcher
  170. 170. Users read up to 28% of text on a web page. @HannahFButcher http://www.nngroup.com/articles/how-little-do-users-read/
  171. 171. Words can be easily misinterpreted. @HannahFButcher
  172. 172. @HannahFButcher https://www.youtube.com/watch?v=CWGi1k1BHV0
  173. 173. 3 @HannahFButcher
  174. 174. Review your audience stats for more insights. @HannahFButcher https://www.nhsinform.scot/campaigns/nhs-inform-style-guide
  175. 175. @HannahFButcher
  176. 176. 4 @HannahFButcher
  177. 177. Use ‘Plain English’ @HannahFButcher
  178. 178. 5 @HannahFButcher
  179. 179. Try WordPress plugins @HannahFButcher
  180. 180. 6 @HannahFButcher
  181. 181. Install Grammarly @HannahFButcher
  182. 182. Install Grammarly @HannahFButcher New shiny thing https://www.grammarly.com/tone
  183. 183. 7 @HannahFButcher
  184. 184. Ask for feedback @HannahFButcher
  185. 185. Thank you Any questions? @HannahFButcher
  186. 186. Literacy, Keyword Research and Content Choices Automated Content Generation Surviving Seasonal SEO Questions? Steph Whatley (SEO Manager - Blue Array) Emma Russell (Head of SEO - Contemplate Digital) Hannah Butcher (Head of Content & PR - Koozai)
  187. 187. @techseowomen Womenintechseo.com NEXT EVENT 5th December 2019 Paige Hobart, Faye Watt and Alina Ghost
  188. 188. 16th January @LondonSEOMeetup Londonseomeetup.com
  189. 189. Steph Whatley Emma Russell Hannah Butcher Speakers @ReadingSEO Website: ReadingSEO.org @techseowomen Website: womenintechseo.com Sponsored by:

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