A shopping list for ecommerce content inspiration - TFM September 2017 #TFM17

A SHOPPING LIST FOR ECOMMERCE CONTENT

INSPIRATIONC h a r l i e W i l l i a m s

2 7 t h S e p t e m b e r 2 017

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HOW DO I MANAGE CONTENT?

Fo r hund red o f p roduc t s ?

A cl ient asks.

I n Goog l e ’ s eye s when i t c omes

t o con t en t ?

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WHAT IS ‘GOOD’?

A cl ient asks.

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Hel lo.

@pagesauce

char l ie@ screamingfrog.co.uk

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S i t e a r c h i t e c t u re a c t s a s t h e l a you t f o r you r s t o re

TECH SEO & MAPPING

Why content.

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Con t en t h e l p s u s e r s unde r s t and &

pu r c ha se

CONTENT = STAFF

Why content.

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Why content.

BUT... WHAT ABOUT AMAZON?

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Why content.

BUT... WHAT ABOUT AMAZON?

@ P A G E S A U C E

Why content.

AS GOOD AS AMAZONHow do we p roduce some t h i ng a s u s e f u l ?

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Why content.

BUT... WHAT ABOUT AMAZON?

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Why content.

BUT... WHAT ABOUT AMAZON?

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Con t en t i s how we s t a r t t ha t r e l a t i on sh i p

w i t h c u s t ome r s

NOT JUST THE PRICE

Why content.

A s e r i e s o f t a c t i c s t o g e t y o u

t h i n k i n g o f b e t t e r e c o m m e r c e

c o n t e n t i d e a s

FINDING INSPIRATION

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Con t en t i nven t o r i e s

WHAT HAVE YOU GOT?

Inspirat ion.

urlprofiler.com/blog/content-inventory/content-insight.com

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I den t i f y whe re you r con t en t ha s i s s ue s

WHAT’S WORKING?

Inspirat ion.

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Bu i l d a p i c t u re o f wha t wo r k s

Inspirat ion.

LEARN FROM THE MARKET

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Whe re can you t a rge t mo re o f you r

aud i en ce ’ s l anguage?

GAP ANALYSIS

Inspirat ion.

@ P A G E S A U C E

Inspirat ion.

Wha t ’ s t h e be s t p roduc t page and

i n f o you can p rov i de?

IMPROVE TEMPLATE

A t two l eve l s - t h e i r i n t e re s t s , & t he i r

p rob l ems

AUDIENCE RESEARCH

Inspirat ion.

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Know you r p roduc t aud i en ce

GET SOME PERSONA

Inspirat ion.

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Wha t ’ s t h e s t o r y beh i nd pu r c ha se o f

you r ma i n p roduc t s ?

USER JOURNEY

Inspirat ion.

I want to…N A R R A T I V E :

So that…G O A L :

C O N T E X T : Using…

As a…A C T O R :

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Goog l e ’ s a im i s t o k now t he a im beh i nd

t h e keywo rd

ANSWER INTENT

Inspirat ion.

The intent…G O A L :

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Who a re t h e expe r t s w i t h i n t h e bu s i ne s s ?

INTERNAL EXPERTS

Inspirat ion.

C U S T O M E R S E R V I C E S

C O M M O N I S S U E S

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Who a re t h e expe r t s w i t h i n t h e bu s i ne s s ?

Inspirat ion.

S A L E S T E A M

B A R R I E R S

INTERNAL EXPERTS

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Who a re t h e expe r t s w i t h i n t h e bu s i ne s s ?

Inspirat ion.

S H O P F L O O R T E A M S

A U D I E N C E G O A L S

INTERNAL EXPERTS

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Why no t bu i l d you r own da t a t o ana l y s e ?

CUSTOMER SURVEYS

Inspirat ion.

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Why no t bu i l d you r own da t a t o ana l y s e ?

Inspirat ion.

CUSTOMER SURVEYS

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SEO mar ke t r e s ea r c h da t a

KEYWORD RESEARCH

Inspirat ion.

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See wha t Goog l e t h i n k s i s r e l evan t f o r you r s i t e o r p roduc t

KEYWORD PLANNER

Inspirat ion.

adwords.google.com/KeywordPlanner

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Sugge s t i on s ba sed on r ea l s ea r c he s

GOOGLE SUGGEST

Inspirat ion.

infinitesuggest.com

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Sugge s t i on s ba sed on r ea l s ea r c he s

AMAZON SUGGEST

Inspirat ion.

keywordtool.io

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F i nd t h e s ea r c he s whe re you can

an swe r t h e q ue s t i o n

Inspirat ion.

ANSWER THE PUBLIC

answerthepublic.com

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ANSWER THE PUBLIC

Inspirat ion.

F i nd t h e s ea r c he s whe re you can

an swe r t h e q ue s t i o n

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Inspirat ion.

U se PAAs t o bu i l d p i c t u re o f t op i c

PEOPLE ALSO ASK

getstat.com/blog/people-also-ask/

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See wha t how e l s e peop l e s ea r c h

RELATED SEARCHES

Inspirat ion.

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F i nd t h e q ue s t i on s peop l e can ’ t Goog l e

an an swe r f o r

Q&A & FAQ PAGES

Inspirat ion.

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F i nd t h e q ue s t i on s peop l e can ’ t Goog l e

an an swe r f o r

Q&A & FAQ PAGES

Inspirat ion.

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Can we c rowdsou rce how t he

pub l i c m igh t s ea r c h ?

ASK THE AUDIENCE

Inspirat ion.

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GET COOKING

Inspirat ion.

semrush.comahrefs.commoz.com

sistr ix.comsearchmetr ics.com

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App l y i ng know ledge t o ou r s hopp i ng

expe r i en ce

PRODUCT PAGE CONTENT

Exper ience.

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You r c hance t o im p re s s u s e r s ,

and s ea r c h eng i ne s

PRODUCT DESCRIPTION

Exper ience.

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You r c hance t o im p re s s u s e r s ,

and s ea r c h eng i ne s

Exper ience.

PRODUCT DESCRIPTION

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Remove f r i c t i o n by add re s s i ng i s s ue s

COMMON QUESTIONS

Exper ience.

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Use i t , b u t no t a l one t o a vo i d o f f - s i t e

dup l i ca t i on

MANUFACTURER

CONTENT

Exper ience.

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SCRAPE AMAZON

Exper ience.

F i nd t h e q ue s t i on s & p rob l ems be i ng a s ked

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GET UGC CONTENT

Exper ience.

A s k you r aud i en ce t o add un i q ue , & he l p f u l , con t en t

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SELL THE USPS

Exper ience.

Wha t make s t h i s p roduc t d i f f e r en t ?

Wha t doe s i t s o l ve ?

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BENEFITS NOT FEATURES

Exper ience.

U se r s buy t h e i r s t o r y, no t you r p roduc t

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AUDIENCE PERSPECTIVE

Exper ience.

Segmen t you r con t en t by how

u s e r s t h i n k

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AUDIENCE PERSPECTIVE

Exper ience.

Speak i ng you r aud i en ce ’ s l anguage

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SHOW EXPERTISE

Exper ience.

Make you r p roduc t con t en t h e l p f u l , and im pac t f u l

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WORD(S) COUNT

Exper ience.

Top page s ha ve 25% more con t en t

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Ge t you r own , make t hem b i g & add con t ex t

BETTER IMAGES

Exper ience.

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74% increase in understanding of your product

MORE VIDEO

Exper ience.

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Use S c hema .o rg (& o t he r ) s eman t i c

ma r kup

ADD STRUCTURE

Exper ience.

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Fo r bo t h SEO & conve r s i on ra t e

GET FASTER

Exper ience.

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Exper ience.

GET FASTER

Fo r bo t h SEO & conve r s i on ra t e

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Th i n k mob i l e - f i r s t i n you r de s i gn

Exper ience.

GET FASTER

Use r - l ed con t en t an swe r i ng q ue s t i on s ba sed on SEO da t a

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ECOMMERCE GAMEPLAN:

T L D R .

Know our audience

Find their language

Hyper-relevant, expert content

Useful, fast shopping

N i e l s o n N o r m a n g r o u p

“Today… brand is a subject ive percept ion of

value based on the sum of a person’s exper iences with

a product or company”

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Why f a l l down a t t h e p roduc t s t age?

YOUR BRAND

TLDR.

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@pagesauce

Thank you .

char l ie@ screamingfrog.co.uk