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SearchLeeds 2019 - Myposeo - Alexandre Sigoigne - Build SEO content strategy based on SERP and competitive analysis

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The SERP is competitive and relatively varied, the competition is more and more complex and aggressive and therefore it is necessary to give more value to the content. Alexandre's talk explained how to produce a content strategy based on a competition analysis and advanced SERP.

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SearchLeeds 2019 - Myposeo - Alexandre Sigoigne - Build SEO content strategy based on SERP and competitive analysis

  1. 1. alexandresigoigne Build e-commerce content strategy based on SERP and competitive analysis Alexandre SIGOIGNE // Myposeo // @sigauss
  2. 2. #searchleeds @myposeo @sigauss Quick introduction ★ Co-founder @Myposeo ★ GM @Webedia ★ Speaker & organiser @WeLoveSEO19 ★ Mountain lover (walk up only) ★ 2010 BBQ World Champion 2
  3. 3. #searchleeds @myposeo @sigauss Optimise e-commerce SEO content strategy through SERP and competitor analysis: what does this mean? 3
  4. 4. #searchleeds @myposeo @sigauss Annual ranking factors 4
  5. 5. #searchleeds @myposeo @sigauss Annual ranking factors Does anyone currently use these? 5
  6. 6. #searchleeds @myposeo @sigauss The best advice from Google ? 6
  7. 7. #searchleeds @myposeo @sigauss The best advice from Google ? 7
  8. 8. #searchleeds @myposeo @sigauss The best advice from Google ? 8
  9. 9. #searchleeds @myposeo @sigauss Current e-commerce content strategy 9
  10. 10. #searchleeds @myposeo @sigauss Current e-commerce content strategy Content on hub pages 10
  11. 11. #searchleeds @myposeo @sigauss Current e-commerce content strategy Content on hub pages Content on product pages 11
  12. 12. #searchleeds @myposeo @sigauss Current e-commerce content strategy Content on hub pages Content on product pages Filters and facets Internal linking Sometimes an inspirational guide or blog 12
  13. 13. #searchleeds @myposeo @sigauss Build a new strategy using what Google provides us… 13
  14. 14. #searchleeds @myposeo @sigauss 14 What (SEO) content strategy needs Time... ● to compare (products) ● to write (content ideas) Time
  15. 15. #searchleeds @myposeo @sigauss 15 What (SEO) content strategy needs and/or Time... ● to compare (products) ● to write (content ideas) Money for... ● hitting targets (conversions) ● the right tools Time £ Money £
  16. 16. #searchleeds @myposeo @sigauss Increase your SERP analysis 16 💪
  17. 17. #searchleeds @myposeo @sigauss How to do it 17
  18. 18. #searchleeds @myposeo @sigauss How to do it ❏ Build clustered keyword lists with multi-level categorisation 18
  19. 19. #searchleeds @myposeo @sigauss How to do it ❏ Build clustered keyword lists with multi-level categorisation ❏ Run search volume collection and comparison 19
  20. 20. #searchleeds @myposeo @sigauss How to do it ❏ Build clustered keyword lists with multi-level categorisation ❏ Run search volume collection and comparison ❏ Run SERP & ranking data collection for keywords, groups and competitors 20
  21. 21. #searchleeds @myposeo @sigauss Categories keywords search vol. images videos news maps PAA FSnippets /Exterior furniture 185 944k 8% 0% 0% 2% 0% 0% /Blinds 320 245k 6% 1% 0% 4% 0% 4% /Gardening 224 203k 11% 2% 0% 6% 1% 10% /Fences 309 7k 13% 1% 0% 2% 0% 5% /Greenhouses 150 122k 7% 1% 0% 1% 0% 1% /Grill 235 163k 6% 1% 0% 1% 1% 7% /Chainsaw and pruner 220 140k 6% 2% 0% 0% 0% 6% /Strimmer 104 136k 6% 3% 0% 0% 0% 7% /Grass Lawn 225 90k 7% 5% 0% 2% 2% 36% /Seeds 400 110k 4% 5% 0% 1% 2% 32% Categorised SERP analysis 21
  22. 22. #searchleeds @myposeo @sigauss 22 Grass lawn VS Gardening Grass lawn SERP opportunities Gardening SERP opportunities VS ��
  23. 23. #searchleeds @myposeo @sigauss 23 Analysing competitors’ strategy Competitors’ featured snippets images, videos and PAA rankings on a analysed category. Featured snippets
  24. 24. #searchleeds @myposeo @sigauss 24 Introducing the ‘pixel ranking’ concept 775px
  25. 25. #searchleeds @myposeo @sigauss 25 Introducing the ‘pixel ranking’ concept Use ‘pixel rankings’ and visibility above the fold to prioritise best queries and content, optimising CTR. Query : “Flower seeds” 775px
  26. 26. #searchleeds @myposeo @sigauss 26 Top landing pages’ UX, type and content 3 shopping results - 12% 8 organic - 45% - 2 editorial pages - 5 hub pages - 1 home page 2 videos - 12% 3 google maps - 24% 6 images - 4% 1 ad - 3% Query : “grass seed”
  27. 27. #searchleeds @myposeo @sigauss 27 Top landing pages’ UX, type and content Types of page & UX analysis (top 10 to 30) Types of landing page (product, blog, hub, home) How many blogs or articles in 1st google SERP? Formats & size & elements 3 shopping results - 12% 8 organic - 45% - 2 editorial pages - 5 hub pages - 1 home page 2 videos - 12% 3 google maps - 24% 6 images - 4% 1 ad - 3% Query : “grass seed”
  28. 28. #searchleeds @myposeo @sigauss 28 Top landing pages’ UX, type and content Results 1 & 2 are the 2 first organic results. Result 1 is around 2,100 words + 3 images. 1 12RD
  29. 29. #searchleeds @myposeo @sigauss 29 Top landing pages’ UX, type and content Results 1 & 2 are the 2 first organic results. Result 1 is around 2,100 words + 3 images. Result 2 is around 1,400 words + 11 images. 1 2 12RD 2RD
  30. 30. #searchleeds @myposeo @sigauss 30 Top landing pages’ UX, type and content Results 1 & 2 are the 2 first organic results. Result 1 is around 2,100 words + 3 images. Result 2 is around 1,400 words + 11 images. Result 3 is a hub page. 1 2 3 12RD 2RD 0RD
  31. 31. #searchleeds @myposeo @sigauss 31 Using SERP to find content ideas Use People Also Ask and featured snippets in SERP to build your content production plan and organise landing pages.
  32. 32. #searchleeds @myposeo @sigauss 32 Compare the relevant intentions Use intent analysis with SERP opportunities to write the best comparison content. Help me choose ‘how to’ ‘need’ ‘size’
  33. 33. #searchleeds @myposeo @sigauss 33 Compare the relevant intentions Use intent analysis with SERP opportunities to write the best comparison content. Add information filters in descriptions. Help me compare ‘best’ ‘comparison’ ‘what’ Help me choose ‘how to’ ‘need’ ‘size’
  34. 34. #searchleeds @myposeo @sigauss 34 Compare the relevant intentions Use intent analysis with SERP opportunities to write the best comparison content. Add information filters in descriptions. Help visitors choose between you and you ;) Help me compare ‘best’ ‘comparison’ ‘what’ Help me choose ‘how to’ ‘need’ ‘size’ Help me buy ‘where’ ‘price’ ‘guarantee’
  35. 35. #searchleeds @myposeo @sigauss 35 Link content and products header menu breadcrumb TITLE (H1) short description TITLE (H2) description image CTA description image CTA top 5 products 3 more articles 1 2 3 4 5
  36. 36. #searchleeds @myposeo @sigauss 36 Link content and products header menu breadcrumb TITLE (H1) short description TITLE (H2) description image CTA description image CTA top 5 products 3 more articles 1 2 3 4 5
  37. 37. #searchleeds @myposeo @sigauss 37 Link content and products Focus on top products. Onpage User eXperience is the key to optimising conversion rates. Add to cart + remarketing are the killer “features”. header menu breadcrumb TITLE (H1) short description TITLE (H2) description image CTA description image CTA top 5 products 3 more articles 1 2 3 4 5
  38. 38. #searchleeds @myposeo @sigauss 38 Key points ★ You selected keywords; ★ You grouped them into multi-level categories; ★ You found opportunities with SERP, volumes and competitors’ data; ★ You selected the best topics and queries; ★ You identified which formats to produce for the identified categories / keywords; ★ You defined how many pages you need in order to perform...
  39. 39. #searchleeds @myposeo @sigauss 39 Key points ★ You selected keywords; ★ You grouped them into multi-level categories; ★ You found opportunities with SERP, volumes and competitors’ data; ★ You selected the best topics and queries; ★ You identified which formats to produce for the identified categories / keywords; ★ You defined how many pages you need in order to perform... Let’s WRITE (and track)
  40. 40. #searchleeds @myposeo @sigauss 40 OK Google, does it really work?
  41. 41. #searchleeds @myposeo @sigauss 41 OK Google, does it really work? User case study ★ DIY e-commerce client with no content strategy (only product / hub pages) ★ 12 month project (2018) ★ 1,200 content pages created (100/month) on 35 categories ★ Product integration in content (comparison / push)
  42. 42. #searchleeds @myposeo @sigauss 42 OK Google, does it really work? User case study ★ DIY e-commerce client with no content strategy (only product / hub pages) ★ 12 month project (2018) ★ 1,200 content pages created (100/month) on 35 categories ★ Product integration in content (comparison / push) Results From 0 to 36k sessions/week 780k sessions in year 1 70% from organic searches +16% turnover
  43. 43. #searchleeds @myposeo @sigauss Thank you. 43 slideshare.net/myposeo/ as@myposeo.com @myposeo @sigauss Let’s talk aboutMyposeo at our stand

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