Shop it like it's hot - Ecommerce content that's worth a damn - Bri...

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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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