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

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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

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