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Help, what content does my ecommerce site need? - SEMRush webinar January 2016

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The slides from a webinar delivered for SEMrush on 28th January 2016 on the challenges of creating, managing & optimising product page content.

Always one of search marketing’s biggest challenges, content is doubly so for e-commerce websites with a big list of products to create content for. Often we have to create content when we don’t have direct access to the products themselves or the manufacturer’s range of expert knowledge. But we’re constantly told that in the modern search landscape, content is a key ingredient.

We’ll dive into the common content questions: What does Google want? What content mistakes get made? How do we know what our audience needs? And how do we become experts and create content that will stand out in the ever-increasingly crowded market?

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Help, what content does my ecommerce site need? - SEMRush webinar January 2016

  1. 1. WHAT CONTENT DOES MY E-COMMERCE SITE NEED? a SEMrush webinar 28th January 2016 help!
  2. 2. #SEMRUSHLIVE @PAGESAUCE #SEMRUSHLIVE
  3. 3. CHARLIE WILLIAMS Head of Marketing charlie (at) white.net @pagesauce #SEMRUSHLIVE @PAGESAUCE
  4. 4. #SEMRUSHLIVE @PAGESAUCE THE MAIN THING I’VE LEARNED...
  5. 5. #SEMRUSHLIVE @PAGESAUCE E-COMMERCE PRODUCT CONTENT CAN BE TOUGH
  6. 6. #SEMRUSHLIVE @PAGESAUCE PRODUCT CONTENT AT scale HAS CHALLENGES
  7. 7. #SEMRUSHLIVE @PAGESAUCE 1. THE SIZE OF OUR PRODUCT RANGE
  8. 8. #SEMRUSHLIVE @PAGESAUCE 2. KNOWING ENOUGH ABOUT OUR PRODUCTS
  9. 9. #SEMRUSHLIVE @PAGESAUCE 3. GOOD ENOUGH CONTENT ISN’T, NOT ANYMORE https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
  10. 10. #SEMRUSHLIVE @PAGESAUCE A QUICK TANGENT TARGET THE ENTIRE BUYING JOURNEY https://www.branded3.com/challenges-online-retailers/ https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
  11. 11. #SEMRUSHLIVE @PAGESAUCE BACK TO THE PRODUCT CONTENT
  12. 12. #SEMRUSHLIVE @PAGESAUCE IN SUMMARY ONLINE RETAILING ISN’T ALWAYS EASY http://www.bbc.co.uk/news/business-25653707
  13. 13. #SEMRUSHLIVE @PAGESAUCE YOUR WEBSITE IS YOUR STORE
  14. 14. #SEMRUSHLIVE @PAGESAUCE ALL OUR ONLINE MARKETING CAMPAIGNS RELY ON CONTENT
  15. 15. #SEMRUSHLIVE @PAGESAUCE CONTENT = OUR BEST METHOD TO BE UNIQUE IN INCREASINGLY COMPETITIVE MARKETS
  16. 16. #SEMRUSHLIVE @PAGESAUCE BUT THE CONTENT PROCESS CAN BE BROKEN DOWN
  17. 17. #SEMRUSHLIVE @PAGESAUCE SEO CONTENT, KEYWORD RESEARCH, UX, CONTENT STRATEGY, SOCIAL MEDIA, CONTENT MARKETING & AGILE APPROACH = CONTENT DEVELOPMENT http://www.slideshare.net/pagesauce/understanding-your-audience-agile-thinking-our-content-brightonseo-september-2015
  18. 18. #SEMRUSHLIVE @PAGESAUCE AN EXAMPLE
  19. 19. #SEMRUSHLIVE @PAGESAUCE WHO IS THE TARGET MARKET?
  20. 20. #SEMRUSHLIVE @PAGESAUCE What are their aims? What problems can we solve for them? What attracts them to a product or retailer? WHO IS THE TARGET MARKET?
  21. 21. #SEMRUSHLIVE @PAGESAUCE WHAT ARE OUR PRODUCT TRUTHS?
  22. 22. #SEMRUSHLIVE @PAGESAUCE What are the product USPs? What does it help the owner achieve? Are there similar, competing products? Does it match our target audience? How do we make it look it’s best? WHAT ARE OUR PRODUCT TRUTHS?
  23. 23. #SEMRUSHLIVE @PAGESAUCE WHY WOULD GOOGLE VISIT?
  24. 24. #SEMRUSHLIVE @PAGESAUCE WHY WOULD GOOGLE VISIT? What makes us worth taking notice of? How do we position our shop as a great place to buy? What shopping experience can we provide? How do we position ourselves as the most relevant?
  25. 25. #SEMRUSHLIVE @PAGESAUCE CONTENT THAT’S WORTH A DAMN
  26. 26. #SEMRUSHLIVE @PAGESAUCE IT’S ALL ABOUT THE QUESTIONS https://www.semrush.com/blog/ask-page-product-content-marketing/
  27. 27. #SEMRUSHLIVE @PAGESAUCE 1. HOW DO WE DEFINE QUALITY?
  28. 28. #SEMRUSHLIVE @PAGESAUCE https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html http://insidesearch.blogspot.co.uk/2012/01/page-layout-algorithm-improvement.html http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118 https://support.google.com/webmasters/answer/6001093?hl=en http://searchengineland.com/guide/seo/content-search-engine-ranking WHY DON’T WE GOOGLE IT?
  29. 29. #SEMRUSHLIVE @PAGESAUCE
  30. 30. #SEMRUSHLIVE @PAGESAUCE http://static.googleusercontent.com/media/ www.google.com/en//insidesearch/ howsearchworks/assets/ searchqualityevaluatorguidelines.pdf
  31. 31. #SEMRUSHLIVE @PAGESAUCE e a t EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS
  32. 32. #SEMRUSHLIVE @PAGESAUCE 2. WHO IS OUR TARGET?
  33. 33. #SEMRUSHLIVE @PAGESAUCE https://yougov.co.uk/profileslite PERSONAS
  34. 34. #SEMRUSHLIVE @PAGESAUCE 3. IS OUR ON-PAGE SEO AS GOOD AS IT CAN BE?
  35. 35. #SEMRUSHLIVE @PAGESAUCE https://moz.com/blog/perfecting-onpage- optimization-for-ecommerce-websites http://backlinko.com/on-page-seo https://www.semrush.com/webinars/essential-steps- to-seo-friendly-product-descriptions/
  36. 36. #SEMRUSHLIVE @PAGESAUCE http://schema.org/Product https://builtvisible.com/micro-data-schema-org- guide-generating-rich-snippets/ SEMANTIC MARKUP
  37. 37. #SEMRUSHLIVE @PAGESAUCE 4. ARE WE CULTIVATING KEYWORD TOPICS?
  38. 38. #SEMRUSHLIVE @PAGESAUCE BUILD TOPICS NOT KEYWORDS https://moz.com/blog/on-page-topic-seo https://moz.com/blog/7-advanced-seo-concepts https://moz.com/blog/topics-people-over- keywords-rankings-whiteboard-friday/ http://www.socialmediatoday.com/content/ future-seo-topics-instead-keywords
  39. 39. #SEMRUSHLIVE @PAGESAUCE STEAL FROM THE COMPETITION www.semrush.com https://ahrefs.com/ http://www.pageonepower.com/linkarati/ buzzsumo-competitor-analysis-content- social-shares
  40. 40. #SEMRUSHLIVE @PAGESAUCE 5. WHO ARE THE EXPERTS AND HOW DO WE SELL THEIR PASSION?
  41. 41. #SEMRUSHLIVE @PAGESAUCE CUSTOMER SERVICES SALES TEAM PRODUCT TEAM /SHOP FLOOR COMMON ISSUES BARRIERS WHAT DO USERS WANT TO ACHIEVE?
  42. 42. #SEMRUSHLIVE @PAGESAUCE MANUFACTURER DESCRIPTIONS
  43. 43. #SEMRUSHLIVE @PAGESAUCE 6. HAVE WE USED OUR AUDIENCE’S LANGUAGE?
  44. 44. #SEMRUSHLIVE @PAGESAUCE http://www.smartinsights.com/ecommerce/ecommerce- strategy/ecommerce-content-strategy/ HOW DO WE FIND USER LANGUAGE? https://moz.com/blog/perfecting-onpage-optimization-for- ecommerce-websites http://www.momentology.com/7216-user-centric-keyword- research-topics/ REVIEWS FAQ OR Q&A USER-TESTING INTERNAL SEARCHES https://www.usertesting.com/
  45. 45. #SEMRUSHLIVE @PAGESAUCE 7. IS OUR COPY UP TO SCRATCH?
  46. 46. #SEMRUSHLIVE @PAGESAUCE http://alistapart.com/article/content-templates-to-the-rescue DEVELOP PRODUCT TEMPLATES INVEST IN COPY https://copyhackers.com/2013/09/product-detail-pages/
  47. 47. #SEMRUSHLIVE @PAGESAUCE 8. WHO COMMISSIONS OUR PRODUCT CONTENT?
  48. 48. #SEMRUSHLIVE @PAGESAUCE http://contentstrategy.com/book.html http://alistapart.com/article/thedisciplineofcontentstrategy http://abookapart.com/products/the-elements- of-content-strategy CONTENT STRATEGY
  49. 49. #SEMRUSHLIVE @PAGESAUCE GOOD CONTENT IS USEFUL, AND
 ANSWERS QUESTIONS
  50. 50. #SEMRUSHLIVE @PAGESAUCE GOOD CONTENT SHOWS USER IF A
 PRODUCT IS FOR THEM
  51. 51. #SEMRUSHLIVE @PAGESAUCE GOOD CONTENT PROVES IT’S WORTH
 TO SEARCH ENGINES
  52. 52. THANK YOU @PAGESAUCE CHARLIE@WHITE.NET CHARLIE WILLIAMS

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