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(Got to) give the people what they want - Amazon Search Summit June 2017

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In this talk for Amazon's Search Summit (put together by Sistrix), I took a look at one of the most exciting parts of working in search - building content that you *know* will resonate with your audience through using keyword data.

As a publisher, you can learn what market to expand into by using SEO data as a form of audience research. You can learn what content works (links for people, rankings for Google) and create reader-led content that helps them as the hero in their story through keyword research.

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(Got to) give the people what they want - Amazon Search Summit June 2017

  1. 1. 2 9 t h J u n e 2 0 1 7 (GOT TO) GIVE THE PEOPLE WHAT THEY WANT
  2. 2. Con t ext . YOU’RE MY HERO @page sauce Wh at subj e ct m at t e r can we h e lp o ur audie n ce wit h ?
  3. 3. Con t ext . SELLING STORIES @page sauce Searc h hel ps f ind us t he ones t o t e l l
  4. 4. H e l l o . @page sauce @pagesauce charlie@ screamingfrog.co.uk
  5. 5. Con t ext . CUSTOMER-LED CONTENT @page sauce B u i l di n g o n f o u n dat i o n s o f w h at o u r h e ro e s wan t
  6. 6. Con t ext . CONTENT MARKETING? @page sauce E ar n i n g t h e t r ust o f re ade r s & searc h en gin es Content marketing (n.): The use of storytelling to build relationships with consumers by providing them with something entertaining or useful. Contently
  7. 7. C o m p a r i n g p o t e n t i a l n e w s e a r c h m a r k e t s EXPANDING YOUR HORIZONS @page sauce
  8. 8. Oppo r t un it y. AUDIENCE RESEARCH @page sauce A t two levels - t h e ir in t e re st s & t h e ir pro ble ms
  9. 9. COMPETITOR ANALYSIS @page sauce Wh i c h f o r m at s re s o n at e w i t h G o o gl e & t h e pu bl i c? Oppo r t un it y.
  10. 10. Oppo r t un it y. INSIGHT TO KEYWORDS @page sauce Com pare key word po r t f o lio s o f dif f e re n t mar ke ts
  11. 11. @page sauce Wh at co n t e n t t y pe an swe rs t h e se arc h q uer y int ent ? Oppo r t un it y. INTENT ANALYSIS
  12. 12. Oppo r t un it y. @page sauce Wh at co n t e n t t y pe an swe rs t h e se arc h q uer y int ent ? INTENT ANALYSIS
  13. 13. COMPETITOR ANALYSIS @page sauce Wh i c h f o r m at s re s o n at e w i t h G o o gl e & t h e pu bl i c? Oppo r t un it y.
  14. 14. COMPETITOR ANALYSIS @page sauce Wh i c h f o r m at s re s o n at e w i t h G o o gl e & t h e pu bl i c? Oppo r t un it y.
  15. 15. COMPETITOR ANALYSIS @page sauce Wh at are t h e in-demand st or ies? Oppo r t un it y.
  16. 16. COMPETITOR ANALYSIS @page sauce Wh at are t h e co m pe t it io n t ar ge t i n g? Oppo r t un it y.
  17. 17. Oppo r t un it y. INSIGHT TO KEYWORDS @page sauce Tu r n o u r re se arc h int o a mar ke t key word por t f olio
  18. 18. W h a t w i l l y o u b e c o m e k n o w n f o r ? @page sauce MULTI-LAYERED KEYWORD ANALYSIS
  19. 19. TOPIC RESEARCH @page sauce Pare n t & c h i l d key words in seman t ic clust ers L o n g-t ai l s.
  20. 20. BUYING CYCLE @page sauce cust o me r jo ur n ey mar ke t e r. co m/ n ew -digit al- mar ke ting-funnel-s t ages / L o n g-t ai l s.
  21. 21. SEARCH QUERY TYPES @page sauce ge t st at .co m/ blo g/ se arc h - int ent- convers ion- o p t i m i z at i o n / L o n g-t ai l s.
  22. 22. MICRO MOMENTS @page sauce G o o gl e ’s de f i n i t i o n o f m o de r n s e arc h q uer y int ent s L o n g-t ai l s.
  23. 23. @page sauce Wh at q uer y t y pe might we see at e ac h st age? MAPPING INTENT ENGAGEMENT EDUCATION RESEARCH PURCHASE I N F O R M A T I O N A L I N F O R M A T I O N A L / C O M M E R C I A L C O M M E R C I A L I N V E S T I G A T I O N T R A N S A C T I O N A L L o n g-t ai l s.
  24. 24. @page sauce MAPPING INTENT ENGAGEMENT EDUCATION RESEARCH PURCHASE I W A N T T O D O / I W A N T T O G O I W A N T T O K N O W / I W A N T T O D O I W A N T T O K N O W / I W A N T T O D O I W A N T T O B U Y Wh at int ent ty pes le t us make an im pact ? L o n g-t ai l s.
  25. 25. @page sauce B u i l di n g o u r re pu t at i o n t h ro u gh t ar ge t i n g s t o r i e s LONG-TAIL CONTENT L o n g-t ai l s.
  26. 26. CONTENT FORMATS @page sauce Useful, educat ion al, inspirational o r e n t e r t ai n i n g L o n g-t ai l s.
  27. 27. @page sauce Pic king t he r ight t oo l f o r t h e j o b L o n g-t ai l s. CONTENT FORMATS
  28. 28. @page sauce Wh at i s o ur audi e n ce de man din g t o kn ow? L o n g-t ai l s. ALWAYS NEW IDEAS
  29. 29. GOOGLE SUGGESTS @page sauce User q uest ion s f or long-t ai l ideas storybase.com answerthepublic.com L o n g-t ai l s.
  30. 30. @page sauce User q uest ion s f or long-t ai l ideas storybase.com answerthepublic.com GOOGLE SUGGESTS L o n g-t ai l s.
  31. 31. USER-DATA: AMAZON @page sauce F i n d t h e co m m o n user q uest ions & lang uag e L o n g-t ai l s.
  32. 32. @page sauce Que st io n s are a clue t o st u c k st o r i e s USER-DATA: QUESTIONS L o n g-t ai l s.
  33. 33. WHAT’S TRENDING? @page sauce N ew t o pics t h at de man d at t e n t io n L o n g-t ai l s.
  34. 34. @page sauce Wh at t o pi cs are aske d ye ar in , ye ar o u t ? AND THE PAST L o n g-t ai l s.
  35. 35. BRAND + [PRODUCT] @page sauce Use digit al PR t o ge t yo u r n am e asso ci at e d wit h new t opic L o n g-t ai l s. https://moz.com/blog/ rankings-correlation-study- domain-authority-vs- branded-search-volume https://www.slideshare.net/ epiphanysearch/brand-the- only-future-ranking-factor- malcolm-slade-speaking-at- brighton-seo
  36. 36. T L D R . Con sume r-ce n t r ic co n t e n t ide as base d o n S E O dat a PUBLISHER GAMEPLAN @page sauce Know our heroes Find long-tail stories Hyper-relevant content Build reputation
  37. 37. @pagesauce charlie@ screamingfrog.co.uk T h an k yo u. bit.ly/give-people- what-they-want

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