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Understanding your audience; Agile thinking & our content - BrightonSEO September 2015

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My talk from BrightonSEO on 19th September 2015 on creating content that works for both your audience & search engines.

As the search engines seek to reward content that satisfies users, we can learn from what our audience says to influence our work and reach them via search and social channels.

The core of agile thinking is putting user's needs as the primary goal, considering everything from the perspective of the audience. We'll take a look at how this ethos is perfect for modern SEO, and how a range of social media, audience research, keyword topic and content tools can help us build a user-first content development environment.

Published in: Internet

Understanding your audience; Agile thinking & our content - BrightonSEO September 2015

  1. 1. Understanding your audience; Agile thinking & our content BrightonSEO 18th September 2015 @pagesauce
  2. 2. Charlie Williams Head of Marketing charlie (at) white.net @pagesauce
  3. 3. @pagesauce Content = our best method to offer a unique experience in markets increasingly filled with similar products
  4. 4. @pagesauce Putting the audience first We can harness the power of our audience to build better content experiences @pagesauce
  5. 5. @pagesauce A story… About how I learned to make content
  6. 6. @pagesauce A story… About how I first learned to make content with ferries
  7. 7. @pagesauce What I’ve built…
  8. 8. @pagesauce ferries to France What I’ve built…
  9. 9. @pagesauce ferries from France ferries to France What I’ve built…
  10. 10. @pagesauce France ferries ferries from France ferries to France What I’ve built…
  11. 11. @pagesauce France ferries ferries from France ferries to France What I’ve built… And more… oh dear
  12. 12. @pagesauce@pagesauce
  13. 13. @pagesauce Optimising for search query topic buckets, not individual keywords Thinking in topics https://moz.com/blog/topics-people- over-keywords-rankings-whiteboard- friday/ http://www.socialmediatoday.com/cont ent/future-seo-topics-instead-keywords
  14. 14. @pagesauce & content marketing SEO content, keyword research, UX, content strategy, social media, = Content development @pagesauce
  15. 15. @pagesauce Agile Richard Prowse https://gathercontent.com/blog/adopting-agile-approach-content helps organisations … focus on meeting user needs, prioritising delivery and helping people to collaborate
  16. 16. @pagesauce An agile project is about creating fast iterations of products based on the feedback of real users - Prioritise features for users over everyone else Gov.uk https://www.gov.uk/service-manual/agile
  17. 17. @pagesauce But… Agile’s for developers, right? @pagesauce
  18. 18. @pagesauce content marketing & agile approach SEO content, keyword research, UX, content strategy, social media, = Content development @pagesauce
  19. 19. @pagesauce https://moz.com/blog/user-behaviour-data-as-a-ranking-signal
  20. 20. @pagesauce Build great content = the new content is king… @pagesauce
  21. 21. @pagesauce Product pages How do we make these great? @pagesauce
  22. 22. @pagesauce@pagesauce
  23. 23. @pagesauce Challenging or new industries What counts as great content? @pagesauce
  24. 24. @pagesauce Helping the audience needs? So, how do we create content that actually serves our audience’s @pagesauce
  25. 25. @pagesauce Questions
  26. 26. @pagesauce When you do a search, you generally want an answer Gabriel Weinberg http://www.fastcompany.com/3026698/inside- duckduckgo-googles-tiniest-fiercest-competitor
  27. 27. @pagesauce Types  of  searches
  28. 28. @pagesauce Listening to the audience @pagesauce
  29. 29. @pagesauce Google Analytics Understand what is working; what does your audience enjoy? @pagesauce
  30. 30. @pagesauce Google Analytics Understand what is working; what does your audience enjoy? @pagesauce
  31. 31. @pagesauce
  32. 32. @pagesauce
  33. 33. @pagesauce What’s earned your audience’s interest?
  34. 34. @pagesauce What’s earned your audience’s interest?
  35. 35. @pagesauce talking about? What is our audience Topsy @pagesauce
  36. 36. @pagesauce content User testing Eye-opening insight into what your audience wants from your https://www.usertesting.com/product/videos-and-metrics
  37. 37. @pagesauce results Surveys Ask you audience what they want & incentivise for best @pagesauce
  38. 38. @pagesauce questions Questions Competitor FAQs & Quora for researching common @pagesauce
  39. 39. @pagesauce User-centric keyword research Quality keyword research unveils your audience’s needs http://www.momentology.com/7216-user-centric-keyword-research-topics/ @pagesauce
  40. 40. @pagesauce SEMrush Dig into the topics your competitors earn traffic with http://refugeeks.com/semrush/ @pagesauce
  41. 41. @pagesauce Google Trends Plus, related terms Is this a growing topic? @pagesauce
  42. 42. @pagesauce Scrape Google suggest
  43. 43. @pagesauce Kewordtool.io KeywordKiwi Ubersuggest Scrape Google suggest @pagesauce
  44. 44. @pagesauce@pagesauce User stories audience wants, & map the journey Take your personas, & what your https://gathercontent.com/blog/adopting-agile-approach-content https://www.gov.uk/service-manual/agile/writing-user-stories.html https://yougov.co.uk/profiler
  45. 45. @pagesauce Wireframes Be able to show how your content will work Balsamiq Mockups @pagesauce
  46. 46. @pagesauce http://backlinko.com/skyscraper-technique An example To get your own ideas going @pagesauce
  47. 47. @pagesauce@pagesauce Tell your stories of your product product or service Content can be about the user experiences to be had with your
  48. 48. @pagesauce Agile thinking helps our SEO in two ways: Focus on one issue at a time, & helping us understand the audience, so we know what to make
  49. 49. @pagesauce
  50. 50. @pagesauce charlie (at) white.net THANK YOU Questions? @pagesauce

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