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Agile thinking & your content: 12 tips in 7 mins - Optimise April 2016

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This is my micro-talk (7mins!) at Optimise on the 14th April 2016. Here I give 12 tips on how to use agile thinking to better understand the audience and create more useful content. 12 tips in 7 minutes to get you thinking how an agile-style ethos when creating content will create better results.

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Agile thinking & your content: 12 tips in 7 mins - Optimise April 2016

  1. 1. Agile thinking & your content: Optimise Oxford 14th April 2016 12 TIPS IN 7 MINUTES
  2. 2. @PAGESAUCE CHARLIE WILLIAMS Head of Marketing charlie (at) white.net @pagesauce slideshare.net/pagesauce
  3. 3. @PAGESAUCE
  4. 4. @PAGESAUCE
  5. 5. @PAGESAUCE helps organisations… focus on meeting user needs, prioritising delivery and helping people to collaborate AGILE: https://gathercontent.com/blog/adopting-agile-approach-content RICHARD PROWSE
  6. 6. @PAGESAUCE is about creating fast iterations of products based on the feedback of real users - Prioritise features for users over everyone else AN AGILE PROJECT: GOV.UK https://gathercontent.com/blog/adopting-agile-approach-content
  7. 7. @PAGESAUCE IN OTHER WORDS: Agile thinking encourages us to think of the user first. This lets us build better content & website experiences
  8. 8. @PAGESAUCE SEO?
  9. 9. @PAGESAUCE USER-FIRSTCONTENT=WIN SEO?
  10. 10. @PAGESAUCE PPC? USER-FIRSTCONTENT=WIN
  11. 11. @PAGESAUCE Social media? USER-FIRSTCONTENT=WIN
  12. 12. @PAGESAUCE Email? USER-FIRSTCONTENT=WIN
  13. 13. @PAGESAUCE UX or CRO? USER-FIRSTCONTENT=WIN
  14. 14. @PAGESAUCE
  15. 15. @PAGESAUCE TOP 3 RANKING FACTORS 1A. Content (RELEVANCY) 1B. Links (AUTHORITY) 3. Rankbrain (USER SIGNALS) http://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882
  16. 16. @PAGESAUCE CONTENT QUALITY: Do you provide a reason for people to spend more than a few seconds reading your pages? Do you offer real value, something of substance to visitors, that is unique, different, useful and that they won’t find elsewhere? http://searchengineland.com/guide/seo/content-search-engine-ranking http://blog.searchmetrics.com/us/2015/12/02/quality-update-phantom-3/
  17. 17. @PAGESAUCE PLENTY OF CLUES e a t http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118 https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS
  18. 18. @PAGESAUCE YOU SHOULD CARE ABOUT LINKS https://moz.com/search-ranking-factors http://backlinko.com/search-engine-ranking
  19. 19. @PAGESAUCE BUT CONTENT HELPS YOU BUILD LINKS http://pointblankseo.com/link-building-strategies http://backlinko.com/link-building
  20. 20. @PAGESAUCE
  21. 21. @PAGESAUCE
  22. 22. @PAGESAUCE 1. HAVEYOUDEFINEDYOUR AUDIENCEYET?
  23. 23. @PAGESAUCE PERSONAS https://yougov.co.uk/profileslite
  24. 24. @PAGESAUCE
  25. 25. @PAGESAUCE
  26. 26. @PAGESAUCE
  27. 27. @PAGESAUCE 2. CANWEASKWHATTHE AUDIENCEWANTS?
  28. 28. @PAGESAUCE SURVEYS
  29. 29. @PAGESAUCE
  30. 30. @PAGESAUCE
  31. 31. @PAGESAUCE 3. WHATQUESTIONSDOES OURAUDIENCEASK?
  32. 32. @PAGESAUCE QUESTIONS COMPETITOR FAQS PLUS Q&A SITES TO RESEARCH COMMON QUESTIONS
  33. 33. @PAGESAUCE FAQ FOX http://www.webpagefx.com/seo-tools/faqfox/
  34. 34. @PAGESAUCE USER CENTRIC KEYWORD RESEARCH http://www.momentology.com/7216-user-centric-keyword-research-topics/
  35. 35. @PAGESAUCE 4. WHOINTHEBUSINESS KNOWSOURAUDIENCE?
  36. 36. @PAGESAUCE ASK THE SALES TEAM
  37. 37. @PAGESAUCE ASK THE CUSTOMER SERVICE TEAM
  38. 38. @PAGESAUCE WHAT STORIES CAN BE TOLD ABOUT OUR PRODUCT?
  39. 39. @PAGESAUCE 5. CANWEANSWERTHE PUBLIC?
  40. 40. @PAGESAUCE
  41. 41. @PAGESAUCE http://answerthepublic.com/seeds/186997
  42. 42. @PAGESAUCE 6. WHATCANSCRAPE FROMGOOGLESUGGEST?
  43. 43. @PAGESAUCE GOOGLE SUGGEST KEYWORD TOOLS keywordtool.io contentforest.com /keywordkiwi ubersuggest.io
  44. 44. @PAGESAUCE 7. WHATCANDO COMPETITORKEYWORD TARGETSTELLUS?
  45. 45. @PAGESAUCE SEMRUSH http://refugeeks.com/semrush/ http://www.momentology.com/7216-user-centric-keyword-research-topics/
  46. 46. @PAGESAUCE 8. WHATARETHESEARCH TRENDSINOURTOPIC?
  47. 47. @PAGESAUCE IS THIS A GROWING TOPIC?
  48. 48. @PAGESAUCE 9. WHATDOESAMAZON TELLUSOURAUDIENCE NEEDSARE?
  49. 49. @PAGESAUCE HUGE RESOURCE OF AUDIENCE MINDSET INSIGHT
  50. 50. @PAGESAUCE 10. CANWEPRETEND WE’REOURAUDIENCE?
  51. 51. @PAGESAUCE SEED KEYWORDS http://seedkeywords.com/
  52. 52. @PAGESAUCE 11. WHATDOWEKNOWTHE AUDIENCEHASLIKED?
  53. 53. @PAGESAUCE WHAT HAVE THE AUDIENCE FOUND INTERESTING? http://buzzsumo.com/
  54. 54. @PAGESAUCE http://ahrefs.com/
  55. 55. @PAGESAUCE BACKLINK CHECKING
  56. 56. @PAGESAUCE 12. WHATDOESOUR CURRENTAUDIENCESAY?
  57. 57. @PAGESAUCE GOOGLE ANALYTICS IS YOUR FRIEND
  58. 58. @PAGESAUCE
  59. 59. @PAGESAUCE
  60. 60. @PAGESAUCE
  61. 61. @PAGESAUCE https://www.google.com/webmasters/tools/home
  62. 62. @PAGESAUCE
  63. 63. @PAGESAUCE BONUS. WHATDOTHEYLIKE ABOUTOURSITE?
  64. 64. @PAGESAUCE USER TESTING
  65. 65. @PAGESAUCE THANK YOU CHARLIE@WHITE.NET CHARLIE WILLIAMS
  66. 66. @PAGESAUCE QUESTIONS?

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