What content does my e-commerce site need
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This document summarizes a seminar about developing effective product content for e-commerce websites. It discusses challenges like large product catalogs and lack of product knowledge. It emphasizes that good content needs to go beyond unique descriptions and address the entire customer journey. The presenter outlines key questions to consider like defining the target market and their needs, understanding product benefits, and using the audience's own language. Content should be commissioned through a content strategy that focuses on being useful, answering questions, and proving value to search engines.
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What content does my e-commerce site need
- 1. WHAT CONTENT DOES MY E-COMMERCE SITE NEED? a SEMrush webinar 28th January 2016 help!
- 3. CHARLIE WILLIAMS Head of Marketing charlie (at) white.net @pagesauce #SEMRUSHLIVE @PAGESAUCE
- 4. #SEMRUSHLIVE @PAGESAUCE THE MAIN THING I’VE LEARNED...
- 5. #SEMRUSHLIVE @PAGESAUCE E-COMMERCE PRODUCT CONTENT CAN BE TOUGH
- 6. #SEMRUSHLIVE @PAGESAUCE PRODUCT CONTENT AT scale HAS CHALLENGES
- 7. #SEMRUSHLIVE @PAGESAUCE 1. THE SIZE OF OUR PRODUCT RANGE
- 8. #SEMRUSHLIVE @PAGESAUCE 2. KNOWING ENOUGH ABOUT OUR PRODUCTS
- 9. #SEMRUSHLIVE @PAGESAUCE 3. GOOD ENOUGH CONTENT ISN’T, NOT ANYMORE https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday
- 10. #SEMRUSHLIVE @PAGESAUCE A QUICK TANGENT TARGET THE ENTIRE BUYING JOURNEY https://www.branded3.com/challenges-online-retailers/ https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
- 11. #SEMRUSHLIVE @PAGESAUCE BACK TO THE PRODUCT CONTENT
- 12. #SEMRUSHLIVE @PAGESAUCE IN SUMMARY ONLINE RETAILING ISN’T ALWAYS EASY http://www.bbc.co.uk/news/business-25653707
- 13. #SEMRUSHLIVE @PAGESAUCE YOUR WEBSITE IS YOUR STORE
- 14. #SEMRUSHLIVE @PAGESAUCE ALL OUR ONLINE MARKETING CAMPAIGNS RELY ON CONTENT
- 15. #SEMRUSHLIVE @PAGESAUCE CONTENT = OUR BEST METHOD TO BE UNIQUE IN INCREASINGLY COMPETITIVE MARKETS
- 16. #SEMRUSHLIVE @PAGESAUCE BUT THE CONTENT PROCESS CAN BE BROKEN DOWN
- 17. #SEMRUSHLIVE @PAGESAUCE SEO CONTENT, KEYWORD RESEARCH, UX, CONTENT STRATEGY, SOCIAL MEDIA, CONTENT MARKETING & AGILE APPROACH = CONTENT DEVELOPMENT http://www.slideshare.net/pagesauce/understanding-your-audience-agile-thinking-our-content-brightonseo-september-2015
- 19. #SEMRUSHLIVE @PAGESAUCE WHO IS THE TARGET MARKET?
- 20. #SEMRUSHLIVE @PAGESAUCE What are their aims? What problems can we solve for them? What attracts them to a product or retailer? WHO IS THE TARGET MARKET?
- 21. #SEMRUSHLIVE @PAGESAUCE WHAT ARE OUR PRODUCT TRUTHS?
- 22. #SEMRUSHLIVE @PAGESAUCE What are the product USPs? What does it help the owner achieve? Are there similar, competing products? Does it match our target audience? How do we make it look it’s best? WHAT ARE OUR PRODUCT TRUTHS?
- 23. #SEMRUSHLIVE @PAGESAUCE WHY WOULD GOOGLE VISIT?
- 24. #SEMRUSHLIVE @PAGESAUCE WHY WOULD GOOGLE VISIT? What makes us worth taking notice of? How do we position our shop as a great place to buy? What shopping experience can we provide? How do we position ourselves as the most relevant?
- 25. #SEMRUSHLIVE @PAGESAUCE CONTENT THAT’S WORTH A DAMN
- 26. #SEMRUSHLIVE @PAGESAUCE IT’S ALL ABOUT THE QUESTIONS https://www.semrush.com/blog/ask-page-product-content-marketing/
- 27. #SEMRUSHLIVE @PAGESAUCE 1. HOW DO WE DEFINE QUALITY?
- 32. #SEMRUSHLIVE @PAGESAUCE 2. WHO IS OUR TARGET?
- 34. #SEMRUSHLIVE @PAGESAUCE 3. IS OUR ON-PAGE SEO AS GOOD AS IT CAN BE?
- 37. #SEMRUSHLIVE @PAGESAUCE 4. ARE WE CULTIVATING KEYWORD TOPICS?
- 38. #SEMRUSHLIVE @PAGESAUCE BUILD TOPICS NOT KEYWORDS https://moz.com/blog/on-page-topic-seo https://moz.com/blog/7-advanced-seo-concepts https://moz.com/blog/topics-people-over- keywords-rankings-whiteboard-friday/ http://www.socialmediatoday.com/content/ future-seo-topics-instead-keywords
- 39. #SEMRUSHLIVE @PAGESAUCE STEAL FROM THE COMPETITION www.semrush.com https://ahrefs.com/ http://www.pageonepower.com/linkarati/ buzzsumo-competitor-analysis-content- social-shares
- 40. #SEMRUSHLIVE @PAGESAUCE 5. WHO ARE THE EXPERTS AND HOW DO WE SELL THEIR PASSION?
- 41. #SEMRUSHLIVE @PAGESAUCE CUSTOMER SERVICES SALES TEAM PRODUCT TEAM /SHOP FLOOR COMMON ISSUES BARRIERS WHAT DO USERS WANT TO ACHIEVE?
- 43. #SEMRUSHLIVE @PAGESAUCE 6. HAVE WE USED OUR AUDIENCE’S LANGUAGE?
- 44. #SEMRUSHLIVE @PAGESAUCE http://www.smartinsights.com/ecommerce/ecommerce- strategy/ecommerce-content-strategy/ HOW DO WE FIND USER LANGUAGE? https://moz.com/blog/perfecting-onpage-optimization-for- ecommerce-websites http://www.momentology.com/7216-user-centric-keyword- research-topics/ REVIEWS FAQ OR Q&A USER-TESTING INTERNAL SEARCHES https://www.usertesting.com/
- 45. #SEMRUSHLIVE @PAGESAUCE 7. IS OUR COPY UP TO SCRATCH?
- 46. #SEMRUSHLIVE @PAGESAUCE http://alistapart.com/article/content-templates-to-the-rescue DEVELOP PRODUCT TEMPLATES INVEST IN COPY https://copyhackers.com/2013/09/product-detail-pages/
- 47. #SEMRUSHLIVE @PAGESAUCE 8. WHO COMMISSIONS OUR PRODUCT CONTENT?
- 49. #SEMRUSHLIVE @PAGESAUCE GOOD CONTENT IS USEFUL, AND ANSWERS QUESTIONS
- 50. #SEMRUSHLIVE @PAGESAUCE GOOD CONTENT SHOWS USER IF A PRODUCT IS FOR THEM
- 51. #SEMRUSHLIVE @PAGESAUCE GOOD CONTENT PROVES IT’S WORTH TO SEARCH ENGINES