Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SearchLeeds 2019 - Shyam Dattani - Searchmetrics - Search, the easy way: The content sales-person analogy explained

174 views

Published on

SEO is simple, or at least is should be. Shyam Dattani's SearchLeeds talk shows you why your content needs to act more like a salesperson for your product and shows you the process of making that happen.

Published in: Marketing
  • Be the first to comment

SearchLeeds 2019 - Shyam Dattani - Searchmetrics - Search, the easy way: The content sales-person analogy explained

  1. 1. @StillShyam Simple Search: The Sales Content Person Analogy Explained
  2. 2. Searchmetrics Made with love in Berlin More than 300 passionate people Innovator in SEO Software since 2005
  3. 3. Shyam Dattani Director of Searchmetrics UK / FR Work with Brands and Agencies across the globe on their Digital Strategy and Corporate Growth Self confessed Data Geek with a passion for the ever evolving world of Digital.
  4. 4. @StillShyam searchmetrics.com/searchleeds-2019 Get the Slides
  5. 5. @StillShyam Online Excess
  6. 6. @StillShyam What’s in-between?
  7. 7. @StillShyam So what’s the aim?
  8. 8. @StillShyam Online Vs. In-Store In-Store Online via Search • Branding • Loyalty • Word of Mouth • Advertising • Accident • Ranking for as much positive content (Keywords + Topics) that adds to the likelihood of a sale. • Being seen
  9. 9. @StillShyam • 1,780,000 results • Only 10 results get Traffic "samsung galaxy s7“ price Online Excess
  10. 10. @StillShyam
  11. 11. @StillShyam Give Google what they want
  12. 12. @StillShyam Google wants to give the people exactly what they want QUICKLY
  13. 13. @StillShyam Google Updates Focus on Their Mission
  14. 14. @StillShyam Don’t Bing it unless you want to Bong it
  15. 15. @StillShyam Online Excess
  16. 16. @StillShyam What is User-Centric SEO
  17. 17. @StillShyam So how can we be User-Centric ? Users have no patience and won’t wait to search around your site and find what they need. They want to be spoon-fed, and lead by the hand.
  18. 18. @StillShyam Poor UX is never a good thing?
  19. 19. @StillShyam So how can we be User-Centric ? They didn’t come to admire your work but to accomplish their intention
  20. 20. @StillShyam So how can we be User-Centric ? Glengarry Glen Ross
  21. 21. @StillShyam So how can we be User-Centric ?
  22. 22. @StillShyam So how can we be User-Centric ? 1. What does the user want?
  23. 23. @StillShyam What does the user want?
  24. 24. @StillShyam What does the user want?
  25. 25. @StillShyam So how can we be User-Centric ? 1. What does the user want? 2. How are they searching?
  26. 26. @StillShyam How are they Searching?
  27. 27. @StillShyam How are they Searching?
  28. 28. @StillShyam So how can we be User-Centric ? 1. What does the user want? 2. How are they searching? 3. How can I serve the content to best meet 1 & 2?
  29. 29. @StillShyam How can I serve the content to best meet 1 & 2?
  30. 30. @StillShyam How can I serve the content to best meet 1 & 2?
  31. 31. @StillShyam Content Relevance? Content is relevant when it provides answers to as many questions as possible, and when it deals with the most important aspects of a topic. The best way to serve the content depends on the intent.
  32. 32. @StillShyam Content Relevance? Shorter Content: Pesto Ingredients Single Information: What time is the Chelsea Match? Images: Halloween Costume Ideas Videos: How to contour like Kim Kardashian
  33. 33. @StillShyam
  34. 34. @StillShyam So how can we be User-Centric ? 1. What does the user want? 2. How are they searching? 3. How can I serve the content to best meet 1 & 2? 4. Google’s R&D – If They Rank - It Works
  35. 35. @StillShyam Google’s R&D – If they Rank – It Works
  36. 36. @StillShyam Google’s R&D – If they Rank – It Works
  37. 37. @StillShyam Google’s R&D – If they Rank – It Works
  38. 38. @StillShyam Google’s R&D – If they Rank – It Works
  39. 39. @StillShyam Google’s R&D – If they Rank – It Works
  40. 40. @StillShyam So how can we be User-Centric ? 1. What does the user want? 2. How are they searching? 3. How can I serve the content to best meet 1 & 2? 4. Google’s R&D – If They Rank - It Works 5. Answer the Questions – Content Salesman
  41. 41. @StillShyam Answer the Questions – Content Salesman • Do you have it in store? • General Information • Comparisons • Technical Details • Personal Advice • Warranty / Aftercare • Add-Ons
  42. 42. @StillShyam Answer the Questions – Content Salesman
  43. 43. @StillShyam Answer the Questions – Content Salesman
  44. 44. @StillShyam So how can we be User-Centric ? 1. What does the user want? 2. How are they searching? 3. How can I serve the content to best meet 1 & 2? 4. Google’s R&D – If They Rank - It Works 5. Answer the Questions – Content Salesman 6. Sell, Upsell, Cross-sell that Content
  45. 45. @StillShyam Answer the Questions – Content Salesman
  46. 46. @StillShyam Sell, Upsell, Cross-sell that Content
  47. 47. @StillShyam QuestionsRequests Concerns Problems General Interest

×