This is my micro-talk (7mins!) at Optimise on the 14th April 2016. Here I give 12 tips on how to use agile thinking to better understand the audience and create more useful content. 12 tips in 7 minutes to get you thinking how an agile-style ethos when creating content will create better results.

1. Agile thinking & your content:
Optimise Oxford
14th April 2016
12 TIPS IN 7 MINUTES

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CHARLIE
WILLIAMS
Head of Marketing
charlie (at) white.net
@pagesauce
slideshare.net/pagesauce

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helps organisations… focus on meeting
user needs, prioritising delivery and
helping people to collaborate
AGILE:
https://gathercontent.com/blog/adopting-agile-approach-content
RICHARD PROWSE

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is about creating fast iterations of
products based on the feedback of real
users - Prioritise features for users over
everyone else
AN AGILE PROJECT:
GOV.UK
https://gathercontent.com/blog/adopting-agile-approach-content

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IN OTHER WORDS:
Agile thinking encourages us to think of
the user first. This lets us build better
content & website experiences

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SEO?

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USER-FIRSTCONTENT=WIN
SEO?

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PPC?
USER-FIRSTCONTENT=WIN

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Social media?
USER-FIRSTCONTENT=WIN

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Email?
USER-FIRSTCONTENT=WIN

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UX or CRO?
USER-FIRSTCONTENT=WIN

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TOP 3 RANKING FACTORS
1A. Content (RELEVANCY)
1B. Links (AUTHORITY)
3. Rankbrain (USER SIGNALS)
http://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882

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CONTENT QUALITY:
Do you provide a reason for people to spend
more than a few seconds reading your pages?
Do you offer real value, something of
substance to visitors, that is unique, different,
useful and that they won’t find elsewhere?
http://searchengineland.com/guide/seo/content-search-engine-ranking
http://blog.searchmetrics.com/us/2015/12/02/quality-update-phantom-3/

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PLENTY OF CLUES
e
a
t
http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118
https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html
EXPERTISE
AUTHORITATIVENESS
TRUSTWORTHINESS

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YOU SHOULD CARE ABOUT LINKS
https://moz.com/search-ranking-factors
http://backlinko.com/search-engine-ranking

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BUT CONTENT HELPS YOU BUILD LINKS
http://pointblankseo.com/link-building-strategies
http://backlinko.com/link-building

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1.
HAVEYOUDEFINEDYOUR
AUDIENCEYET?

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PERSONAS
https://yougov.co.uk/profileslite

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2.
CANWEASKWHATTHE
AUDIENCEWANTS?

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SURVEYS

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3.
WHATQUESTIONSDOES
OURAUDIENCEASK?

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QUESTIONS
COMPETITOR FAQS
PLUS Q&A SITES TO
RESEARCH COMMON
QUESTIONS

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FAQ FOX
http://www.webpagefx.com/seo-tools/faqfox/

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USER CENTRIC KEYWORD RESEARCH
http://www.momentology.com/7216-user-centric-keyword-research-topics/

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4.
WHOINTHEBUSINESS
KNOWSOURAUDIENCE?

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ASK THE SALES TEAM

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ASK THE CUSTOMER SERVICE TEAM

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WHAT STORIES CAN BE TOLD ABOUT OUR PRODUCT?

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5.
CANWEANSWERTHE
PUBLIC?

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http://answerthepublic.com/seeds/186997

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6.
WHATCANSCRAPE
FROMGOOGLESUGGEST?

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GOOGLE SUGGEST KEYWORD TOOLS
keywordtool.io
contentforest.com
/keywordkiwi
ubersuggest.io

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7.
WHATCANDO
COMPETITORKEYWORD
TARGETSTELLUS?

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SEMRUSH
http://refugeeks.com/semrush/
http://www.momentology.com/7216-user-centric-keyword-research-topics/

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8.
WHATARETHESEARCH
TRENDSINOURTOPIC?

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IS THIS A GROWING TOPIC?

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9.
WHATDOESAMAZON
TELLUSOURAUDIENCE
NEEDSARE?

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HUGE RESOURCE OF AUDIENCE MINDSET INSIGHT

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10.
CANWEPRETEND
WE’REOURAUDIENCE?

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SEED KEYWORDS
http://seedkeywords.com/

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11.
WHATDOWEKNOWTHE
AUDIENCEHASLIKED?

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WHAT HAVE THE AUDIENCE FOUND INTERESTING?
http://buzzsumo.com/

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http://ahrefs.com/

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BACKLINK CHECKING

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12.
WHATDOESOUR
CURRENTAUDIENCESAY?

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GOOGLE ANALYTICS IS YOUR FRIEND

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https://www.google.com/webmasters/tools/home

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BONUS.
WHATDOTHEYLIKE
ABOUTOURSITE?

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USER TESTING

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THANK
YOU
CHARLIE@WHITE.NET
CHARLIE WILLIAMS

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QUESTIONS?