Always one of search marketing’s biggest challenges, content is doubly so for e-commerce websites with a big list of products to create content for. Often we have to create content when we don’t have direct access to the products themselves or the manufacturer’s range of expert knowledge. But we’re constantly told that in the modern search landscape, content is a key ingredient.
We’ll dive into the common content questions: What does Google want? What content mistakes get made? How do we know what our audience needs? And how do we become experts and create content that will stand out in the ever-increasingly crowded market?
Presentation by Charlie Williams - Search veteran and content evangelist, Charlie is head of marketing for White.net.
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?
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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?
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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?