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Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015

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In this webinar for Kerboo I took a detailed look at how an agile thinking approach to your content can lead to SEO dividends.

With an agile approach, the audience's needs come first, & by combining this with user-centred keyword research which looks at intent as well as language you create a content development environment where SEO content, UX & content strategy meet.

This environment encourages creating content that is useful, that answers questions, & this matches the moves being made by Google to present the best possible answer to the implied question behind every search.

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Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015

  1. 1. Understanding your audience; Agile thinking & our content Kerboo webinar 15th December 2015 @pagesauce
  2. 2. Charlie Williams Head of Marketing charlie (at) white.net @pagesauce
  3. 3. @pagesauce Previously on SEMRush…
  4. 4. @pagesauce
  5. 5. @pagesauce Content = our best method to offer a unique experience in markets increasingly filled with similar products
  6. 6. Putting the audience first We can harness the power of our audience to build better content experiences @pagesauce
  7. 7. @pagesauce A story… About how I learned to make content
  8. 8. A story… to make content with ferries About how I learned
  9. 9. What I’ve built…
  10. 10. ferries to France What I’ve built…
  11. 11. ferries from France ferries to France What I’ve built…
  12. 12. France ferries ferries from France ferries to France What I’ve built…
  13. 13. France ferries ferries from France ferries to France And more… oh dear cross-channel ferries What I’ve built…
  14. 14. @pagesauce
  15. 15. @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/ content/future-seo-topics-instead- keywords
  16. 16. & content marketing SEO content, keyword research, UX, content strategy, social media, = Content development @pagesauce
  17. 17. @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
  18. 18. @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
  19. 19. But… Agile’s for developers, right? @pagesauce
  20. 20. @pagesauce content marketing & agile approach SEO content, keyword research, UX, content strategy, social media, = Content development
  21. 21. @pagesauce https://moz.com/blog/user-behaviour-data-as-a-ranking-signal http://searchengineland.com/meet-rankbrain-google-search-results-234386
  22. 22. Build great content = the new content is king… @pagesauce
  23. 23. @pagesauce Product pages How do we make these great?
  24. 24. @pagesauce
  25. 25. Challenging or new industries What counts as great content? @pagesauce
  26. 26. Helping the audience needs? So, how do we create content that actually serves our audience’s @pagesauce
  27. 27. @pagesauce Questions
  28. 28. @pagesauce When you do a search, you generally want an answer Gabriel Weinberg http://www.fastcompany.com/3026698/inside- duckduckgo-googles-tiniest-fiercest-competitor
  29. 29. @pagesauce Types of searches
  30. 30. Listening to the audience @pagesauce
  31. 31. @pagesauce Understand what is working; what does your audience enjoy? Google Analytics
  32. 32. @pagesauce Understand what is working; what does your audience enjoy? Google Analytics
  33. 33. @pagesauce
  34. 34. @pagesauce
  35. 35. @pagesauce What’s earned your audience’s interest?
  36. 36. @pagesauce What’s earned your audience’s interest?
  37. 37. @pagesauce talking about? What is our audience Topsy
  38. 38. @pagesauce content User testing Eye-opening insight into what your audience wants from your https://www.usertesting.com/product/videos-and-metrics
  39. 39. Surveys want & incentivise Ask your audience what they @pagesauce SurveyMonkey www.surveymonkey.com SurveyGizmo www.surveygizmo.com Google https://www.google.co.uk/forms/about/ https://www.google.com/insights/ consumersurveys/home http://www.siegemedia.com/google-consumer-surveys- for-content-marketers
  40. 40. questions Questions Competitor FAQs & Quora for researching common @pagesauce http://faqfox.com/
  41. 41. User-centred http://www.momentology.com/7216-user-centric-keyword-research-topics/ @pagesauce keyword research Quality keyword research unveils your audience’s needs
  42. 42. @pagesauce User-centred http://en.wikipedia.org/wiki/User-centered_design “design tries to optimise the product around how users can, want, or need to use the product”
  43. 43. @pagesauce SEMrush Dig into the topics your competitors earn traffic with http://refugeeks.com/semrush/
  44. 44. @pagesauce
  45. 45. @pagesauce Google Trends Is this a growing topic?
  46. 46. @pagesauce Scrape Google suggest
  47. 47. Kewordtool.io KeywordKiwi Ubersuggest Scrape Google suggest @pagesauce
  48. 48. @pagesauce Ask the audience http://answerthepublic.com/
  49. 49. @pagesauce
  50. 50. 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 @pagesauce http://seedkeywords.com/
  51. 51. @pagesauce User stories https://yougov.co.uk/profiler
  52. 52. @pagesauce Wireframes Be able to show how your content will work Balsamiq Mockups
  53. 53. @pagesauce http://backlinko.com/skyscraper-technique An example To get your own ideas going
  54. 54. Tell your stories of your product product or service Content can be about the user experiences to be had with your @pagesauce
  55. 55. @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
  56. 56. @pagesauce User-led content = useful content Useful to audience = Google’s aim
  57. 57. @pagesauce
  58. 58. @pagesauce charlie (at) white.net THANK YOU Questions? @pagesauce

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