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Charlie Williams
SCREAMING	FROG
Shop	it	like	its	hot;	
Ecommerce	content	that’s	worth	a	damn
@pagesauce
http://www.slidesh...
BUILDING PRODUCT CONTENT SUCKS
@pagesauce #brightonSEO
For SEO
LAYOUT
& STAFF.
@pagesauce #brightonSEO
For SEO
@pagesauce #brightonSEO
TECH SEO
& MAPPINGSite architecture acts
as the layout
for your store
For SEO
@pagesauce
Content helps users
understand &
purchase
CONTENT
= STAFF.
#brightonSEO#brightonSEO
For SEO
@pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:For SEO
@pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:
#brightonSEO
For SEO
@pagesauce
How can we
produce something
as useful?
AS GOOD
AS AMAZON.
#brightonSEO
For SEO
@pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:For SEO
@pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:For SEO
1. USEFUL
@pagesauce #brightonSEO
Great shopping content:
2. SIMPLE 3. SOLUTION
@pagesauce
Go get some
CONTENT
STRATEGY.
#brightonSEO
charliew.uk/brightonSEO-
reading
Setup
@pagesauce
A gatekeeper
#brightonSEO
Setup
YOU
NEED AN
EDITOR.
@pagesauce
Content inventories
#brightonSEO
Setup
WHAT
HAVE YOU
GOT? urlprofiler.com/blog/content-inventory/
content-insig...
@pagesauce
Identify your
content issues
#brightonSEO
WHAT’S
WORKING?
Setup
@pagesauce
LEARN
FROM THE
MARKET.
Build a picture
of what works
Setup
@pagesauce
Where can you improve
your landing pages?
#brightonSEO
GAP
ANALYSIS.
Setup
@pagesauce
TEMPLATE
HELP.
#brightonSEO
Both the page &
the product info
Setup
#brightonSEO
@pagesauce
GET SOME
PERSONA.
Know your
product audience
Setup
#brightonSEO
@pagesauce #brightonSEO
TOPICS,
NOT JUST
KEYWORDS.
Intent as important
as volume
Setup
@pagesauce
USER
JOURNEY.
What’s the story
of the purchase?
Setup
#brightonSEO
As a…ACTOR:
I want to…NA RRATIVE :
So that…G...
@pagesauce
ANSWER
INTENT.
What info, format &
experience meets
that goal?
Setup
#brightonSEO
The intent…GOAL:
@pagesauce #brightonSEO
CONTENT
RENDER.
How is our content
seen by Google?
On-page
@pagesauce #brightonSEO
On-page
CONTENT
RENDER.
How is our content
seen by Google?
@pagesauce #brightonSEO
STRUCTURE
YOUR
LIFE.
On-page
Use Schema &
semantic markup
@pagesauce #brightonSEO
GET
FASTER.
On-page
Top ecommerce
pages 30% larger
than average
@pagesauce #brightonSEO
GET
FASTER.
On-page
Cater to those
shopping on mobile
@pagesauce #brightonSEO
ADVANCED
ON-PAGE.
Co-occurrence
& TF-IDF
On-page
#brightonSEO
moz.com/blog/7-
advanced-seo-concept...
@pagesauce #brightonSEO
BETTER
IMAGES.
Get your own
On-page
#brightonSEO
@pagesauce #brightonSEO
MORE
VIDEO.
74% increase
understanding of
your product
On-page
@pagesauce #brightonSEO
COMMON
FAQS.
Remove friction by
addressing issues
On-page
@pagesauce #brightonSEO
BECOME
EXPERT.
Fake it until
you make it
Creation
@pagesauce #brightonSEO
FIND THE
EXPERTS.
Get their expertise
& passion into HTML
Creation
CUSTOMER SERVICES
SALES TEAM
SH...
@pagesauce #brightonSEO
Creation
SECRET
WEAPON.
@pagesauce #brightonSEO
USE
SOFTWARE.
Collaborative writing
to get knowledge
Creation
@pagesauce #brightonSEO
SUPPLIED
DESCRIPTIONS.
Use them
as a tool
Creation
#brightonSEO
@pagesauce #brightonSEO
FIND
SHOPPER’S
LANGUAGE.
Writing for intent
Creation
#brightonSEO
@pagesauce #brightonSEO
And user question
tools
Creation
GOOGLE
SUGGEST.
@pagesauce #brightonSEO
Find the questions
people can’t Google
an answer for
Creation
Q&A &
FAQS.
@pagesauce #brightonSEO
Snippet optimisation
for CTR
Creation
BETTER
META. evolvingseo.com/meta
@pagesauce #brightonSEO
To make helpful
product content
Creation
SCRAPE
AMAZON.
@pagesauce #brightonSEO
To make helpful
product content
Creation
copyhackers.com/write-copy-
amazon-review-mining/SCRAPE
A...
@pagesauce #brightonSEO
Best way to find
user’s problems? Ask
Creation
ASK THE
AUDIENCE.
#brightonSEO
@pagesauce #brightonSEO
The best way to find
user problems? Ask
Creation
ASK THE
AUDIENCE.
#brightonSEO
@pagesauce #brightonSEO
61% read reviews
before purchase
Creation
ENCOURAGE
UGC.
@pagesauce #brightonSEO
What makes this
product different?
Creation
SELL THE
USPS.
#brightonSEO
@pagesauce #brightonSEO
BENEFITS,
NOT
FEATURES.
Creation
Users buy their story,
not the product
@pagesauce #brightonSEO
To make helpful
product content
Creation
KNOWLEDGE
BASE.
@pagesauce #brightonSEO
KNOWLEDGE
BASE.
Creation
To make helpful
product content
@pagesauce #brightonSEO
How does content
make readers feel?
Creation
DEVELOP
A STYLE.
@pagesauce #brightonSEO
Different appeals for
different audiences
Creation
EMOTION
& LOGIC.
getuplift.co/blog/
copyhackers...
@pagesauce #brightonSEO
Top pages have
25% more content
Creation
WORD
COUNT.
CONTENT
IS OUR
WAY TO BE
UNIQUE.
@pagesauce #brightonSEO
Remember.
A NATION OF SHOPKEEPERS
@pagesauce #brightonSEO
Better experiences.
#brightonSEO
THANK
YOU
@pagesauce
charlie@
screamingfrog.co.uk
bit.ly/
brightonseo-ecommerce-content
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Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 1 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 2 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 3 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 4 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 5 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 6 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 7 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 8 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 9 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 10 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 11 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 12 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 13 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 14 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 15 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 16 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 17 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 18 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 19 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 20 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 21 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 22 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 23 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 24 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 25 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 26 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 27 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 28 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 29 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 30 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 31 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 32 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 33 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 34 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 35 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 36 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 37 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 38 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 39 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 40 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 41 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 42 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 43 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 44 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 45 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 46 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 47 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 48 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 49 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 50 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 51 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 52 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 53 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 54 Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017 Slide 55
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Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017

Here's my talk for BrightonSEO 2017 on creating better ecommerce (product & category) content for SEO.

"You’ve got hundreds, or thousands of products. Without an army of copywriters to craft beautiful, bespoke product descriptions. So how do you create that quality user experience search engines are looking to reward? We’ll look at how to optimise for many parts of the buying cycle. How to create supporting strategies for your core product and marketing content. Plus, how to serve bespoke content even when dealing with thousands of products"

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Shop it like it's hot - Ecommerce content that's worth a damn - BrightonSEO April 2017

  1. 1. Charlie Williams SCREAMING FROG Shop it like its hot; Ecommerce content that’s worth a damn @pagesauce http://www.slideshare.net/pagesauce
  2. 2. BUILDING PRODUCT CONTENT SUCKS @pagesauce #brightonSEO For SEO
  3. 3. LAYOUT & STAFF. @pagesauce #brightonSEO For SEO
  4. 4. @pagesauce #brightonSEO TECH SEO & MAPPINGSite architecture acts as the layout for your store For SEO
  5. 5. @pagesauce Content helps users understand & purchase CONTENT = STAFF. #brightonSEO#brightonSEO For SEO
  6. 6. @pagesauce JUST DO WHAT AMAZON DOES… #brightonSEO Bosses:For SEO
  7. 7. @pagesauce JUST DO WHAT AMAZON DOES… #brightonSEO Bosses: #brightonSEO For SEO
  8. 8. @pagesauce How can we produce something as useful? AS GOOD AS AMAZON. #brightonSEO For SEO
  9. 9. @pagesauce JUST DO WHAT AMAZON DOES… #brightonSEO Bosses:For SEO
  10. 10. @pagesauce JUST DO WHAT AMAZON DOES… #brightonSEO Bosses:For SEO
  11. 11. 1. USEFUL @pagesauce #brightonSEO Great shopping content: 2. SIMPLE 3. SOLUTION
  12. 12. @pagesauce Go get some CONTENT STRATEGY. #brightonSEO charliew.uk/brightonSEO- reading Setup
  13. 13. @pagesauce A gatekeeper #brightonSEO Setup YOU NEED AN EDITOR.
  14. 14. @pagesauce Content inventories #brightonSEO Setup WHAT HAVE YOU GOT? urlprofiler.com/blog/content-inventory/ content-insight.com
  15. 15. @pagesauce Identify your content issues #brightonSEO WHAT’S WORKING? Setup
  16. 16. @pagesauce LEARN FROM THE MARKET. Build a picture of what works Setup
  17. 17. @pagesauce Where can you improve your landing pages? #brightonSEO GAP ANALYSIS. Setup
  18. 18. @pagesauce TEMPLATE HELP. #brightonSEO Both the page & the product info Setup #brightonSEO
  19. 19. @pagesauce GET SOME PERSONA. Know your product audience Setup #brightonSEO
  20. 20. @pagesauce #brightonSEO TOPICS, NOT JUST KEYWORDS. Intent as important as volume Setup
  21. 21. @pagesauce USER JOURNEY. What’s the story of the purchase? Setup #brightonSEO As a…ACTOR: I want to…NA RRATIVE : So that…GOAL: CONTEXT: Using…
  22. 22. @pagesauce ANSWER INTENT. What info, format & experience meets that goal? Setup #brightonSEO The intent…GOAL:
  23. 23. @pagesauce #brightonSEO CONTENT RENDER. How is our content seen by Google? On-page
  24. 24. @pagesauce #brightonSEO On-page CONTENT RENDER. How is our content seen by Google?
  25. 25. @pagesauce #brightonSEO STRUCTURE YOUR LIFE. On-page Use Schema & semantic markup
  26. 26. @pagesauce #brightonSEO GET FASTER. On-page Top ecommerce pages 30% larger than average
  27. 27. @pagesauce #brightonSEO GET FASTER. On-page Cater to those shopping on mobile
  28. 28. @pagesauce #brightonSEO ADVANCED ON-PAGE. Co-occurrence & TF-IDF On-page #brightonSEO moz.com/blog/7- advanced-seo-concepts moz.com/blog/related-topics- in-seo-whiteboard-friday
  29. 29. @pagesauce #brightonSEO BETTER IMAGES. Get your own On-page #brightonSEO
  30. 30. @pagesauce #brightonSEO MORE VIDEO. 74% increase understanding of your product On-page
  31. 31. @pagesauce #brightonSEO COMMON FAQS. Remove friction by addressing issues On-page
  32. 32. @pagesauce #brightonSEO BECOME EXPERT. Fake it until you make it Creation
  33. 33. @pagesauce #brightonSEO FIND THE EXPERTS. Get their expertise & passion into HTML Creation CUSTOMER SERVICES SALES TEAM SHOP FLOOR COMMON ISSUES BARRIERS AUDIENCE GOALS
  34. 34. @pagesauce #brightonSEO Creation SECRET WEAPON.
  35. 35. @pagesauce #brightonSEO USE SOFTWARE. Collaborative writing to get knowledge Creation
  36. 36. @pagesauce #brightonSEO SUPPLIED DESCRIPTIONS. Use them as a tool Creation #brightonSEO
  37. 37. @pagesauce #brightonSEO FIND SHOPPER’S LANGUAGE. Writing for intent Creation #brightonSEO
  38. 38. @pagesauce #brightonSEO And user question tools Creation GOOGLE SUGGEST.
  39. 39. @pagesauce #brightonSEO Find the questions people can’t Google an answer for Creation Q&A & FAQS.
  40. 40. @pagesauce #brightonSEO Snippet optimisation for CTR Creation BETTER META. evolvingseo.com/meta
  41. 41. @pagesauce #brightonSEO To make helpful product content Creation SCRAPE AMAZON.
  42. 42. @pagesauce #brightonSEO To make helpful product content Creation copyhackers.com/write-copy- amazon-review-mining/SCRAPE AMAZON.
  43. 43. @pagesauce #brightonSEO Best way to find user’s problems? Ask Creation ASK THE AUDIENCE. #brightonSEO
  44. 44. @pagesauce #brightonSEO The best way to find user problems? Ask Creation ASK THE AUDIENCE. #brightonSEO
  45. 45. @pagesauce #brightonSEO 61% read reviews before purchase Creation ENCOURAGE UGC.
  46. 46. @pagesauce #brightonSEO What makes this product different? Creation SELL THE USPS. #brightonSEO
  47. 47. @pagesauce #brightonSEO BENEFITS, NOT FEATURES. Creation Users buy their story, not the product
  48. 48. @pagesauce #brightonSEO To make helpful product content Creation KNOWLEDGE BASE.
  49. 49. @pagesauce #brightonSEO KNOWLEDGE BASE. Creation To make helpful product content
  50. 50. @pagesauce #brightonSEO How does content make readers feel? Creation DEVELOP A STYLE.
  51. 51. @pagesauce #brightonSEO Different appeals for different audiences Creation EMOTION & LOGIC. getuplift.co/blog/ copyhackers.com/category/copywriting/
  52. 52. @pagesauce #brightonSEO Top pages have 25% more content Creation WORD COUNT.
  53. 53. CONTENT IS OUR WAY TO BE UNIQUE. @pagesauce #brightonSEO Remember.
  54. 54. A NATION OF SHOPKEEPERS @pagesauce #brightonSEO Better experiences.
  55. 55. #brightonSEO THANK YOU @pagesauce charlie@ screamingfrog.co.uk bit.ly/ brightonseo-ecommerce-content
  • ChrisDrury6

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    Jan. 14, 2019
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    Sep. 18, 2018
  • josealbertogarciasicilia

    Jun. 18, 2018
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    May. 17, 2017
  • BreannaYen

    Apr. 12, 2017
  • carlanadin

    Apr. 10, 2017
  • NachoMascortSEOSpeci

    Apr. 7, 2017

Here's my talk for BrightonSEO 2017 on creating better ecommerce (product & category) content for SEO. "You’ve got hundreds, or thousands of products. Without an army of copywriters to craft beautiful, bespoke product descriptions. So how do you create that quality user experience search engines are looking to reward? We’ll look at how to optimise for many parts of the buying cycle. How to create supporting strategies for your core product and marketing content. Plus, how to serve bespoke content even when dealing with thousands of products"

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