Help, what content does my ecommerce site need? - SEMRush webinar January 2016

WHAT CONTENT DOES MY E-COMMERCE SITE NEED?a SEMrush webinar28th January 2016

help!

#SEMRUSHLIVE @PAGESAUCE

#SEMRUSHLIVE

CHARLIE WILLIAMS

Head of Marketing

charlie (at) white.net@pagesauce



THE MAIN THING I’VE LEARNED...


E-COMMERCE PRODUCT CONTENT CAN BE TOUGH


PRODUCT CONTENT AT scale

HAS CHALLENGES


1.THE SIZE OF OUR PRODUCT RANGE


2.KNOWING ENOUGH ABOUT OUR PRODUCTS


3.GOOD ENOUGH CONTENT ISN’T, NOT ANYMORE

https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday


A QUICK TANGENTTARGET THE ENTIRE BUYING JOURNEY

https://www.branded3.com/challenges-online-retailers/https://www.thinkwithgoogle.com/collections/zero-moment-truth.html


BACK TO THE PRODUCT CONTENT


IN SUMMARYONLINE RETAILING ISN’T ALWAYS EASY

http://www.bbc.co.uk/news/business-25653707


YOUR WEBSITE IS YOUR STORE


ALL OUR ONLINE MARKETING CAMPAIGNS RELY ON CONTENT


CONTENT = OUR BEST METHOD TO BE UNIQUE IN INCREASINGLY

COMPETITIVE MARKETS


BUTTHE CONTENT PROCESS CAN BE BROKEN DOWN


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


ANEXAMPLE


WHOIS THE TARGET MARKET?


What are their aims? What problems can we solve for them?

What attracts them to a product or retailer?

WHOIS THE TARGET MARKET?


WHAT AREOUR PRODUCT TRUTHS?


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 AREOUR PRODUCT TRUTHS?


WHYWOULD GOOGLE VISIT?


WHYWOULD 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?


CONTENT THAT’S WORTH A DAMN


IT’S ALL ABOUT THE QUESTIONS

https://www.semrush.com/blog/ask-page-product-content-marketing/


1.HOW DO WE DEFINE QUALITY?


https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html

http://insidesearch.blogspot.co.uk/2012/01/page-layout-algorithm-improvement.html

http://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118

https://support.google.com/webmasters/answer/6001093?hl=en

http://searchengineland.com/guide/seo/content-search-engine-ranking

WHY DON’T WE GOOGLE IT?



http://static.googleusercontent.com/media/www.google.com/en//insidesearch/

howsearchworks/assets/searchqualityevaluatorguidelines.pdf


ea

t

EXPERTISE

AUTHORITATIVENESS

TRUSTWORTHINESS


2.WHO IS OUR TARGET?


https://yougov.co.uk/profileslite

PERSONAS


3.IS OUR ON-PAGE SEO AS GOOD AS IT CAN BE?


https://moz.com/blog/perfecting-onpage-optimization-for-ecommerce-websites

http://backlinko.com/on-page-seo

https://www.semrush.com/webinars/essential-steps-to-seo-friendly-product-descriptions/


http://schema.org/Producthttps://builtvisible.com/micro-data-schema-org-

guide-generating-rich-snippets/

SEMANTIC MARKUP


4.ARE WE CULTIVATING KEYWORD TOPICS?


BUILD TOPICS NOT KEYWORDS

https://moz.com/blog/on-page-topic-seohttps://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


STEAL FROM THE COMPETITION

www.semrush.comhttps://ahrefs.com/

http://www.pageonepower.com/linkarati/buzzsumo-competitor-analysis-content-

social-shares


5.WHO ARE THE EXPERTS AND HOW DO WE SELL THEIR PASSION?


CUSTOMER SERVICES

SALES TEAM

PRODUCT TEAM /SHOP FLOOR

COMMON ISSUES

BARRIERS

WHAT DO USERS WANT TO ACHIEVE?


MANUFACTURER DESCRIPTIONS


6.HAVE WE USED OUR AUDIENCE’S LANGUAGE?


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 SEARCHEShttps://www.usertesting.com/


7.IS OUR COPY UP TO SCRATCH?


http://alistapart.com/article/content-templates-to-the-rescue

DEVELOP PRODUCT TEMPLATES

INVEST IN COPY https://copyhackers.com/2013/09/product-detail-pages/


8.WHO COMMISSIONS OUR PRODUCT CONTENT?


http://contentstrategy.com/book.htmlhttp://alistapart.com/article/thedisciplineofcontentstrategy

http://abookapart.com/products/the-elements-of-content-strategy

CONTENT STRATEGY


GOOD CONTENTIS USEFUL, ANDANSWERS QUESTIONS


GOOD CONTENTSHOWS USER IF APRODUCT IS FOR THEM


GOOD CONTENTPROVES IT’S WORTHTO SEARCH ENGINES

THANK

YOU

@PAGESAUCE

[email protected]

CHARLIE WILLIAMS

Help, what content does my ecommerce site need? - SEMRush webinar January 2016

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