a shopping list for ecommerce content inspiration - tfm september 2017 #tfm17
TRANSCRIPT
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
I n Goog l e ’ s eye s when i t c omes
t o con t en t ?
@ P A G E S A U C E
WHAT IS ‘GOOD’?
A cl ient asks.
@ P A G E S A U C E
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.
@ P A G E S A U C E
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.
@ 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 ?
@ P A G E S A U C E
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
@ P A G E S A U C E
@ P A G E S A U C E
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
@ P A G E S A U C E
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.
@ P A G E S A U C E
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.
@ P A G E S A U C E
@ P A G E S A U C E
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 :
@ P A G E S A U C E
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 :
@ P A G E S A U C E
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
@ P A G E S A U C E
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
@ P A G E S A U C E
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
@ P A G E S A U C E
Why no t bu i l d you r own da t a t o ana l y s e ?
CUSTOMER SURVEYS
Inspirat ion.
@ P A G E S A U C E
Why no t bu i l d you r own da t a t o ana l y s e ?
Inspirat ion.
CUSTOMER SURVEYS
@ P A G E S A U C E
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
@ P A G E S A U C E
Sugge s t i on s ba sed on r ea l s ea r c he s
GOOGLE SUGGEST
Inspirat ion.
infinitesuggest.com
@ P A G E S A U C E
Sugge s t i on s ba sed on r ea l s ea r c he s
AMAZON SUGGEST
Inspirat ion.
keywordtool.io
@ P A G E S A U C E
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
@ P A G E S A U C E
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
@ P A G E S A U C E
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/
@ P A G E S A U C E
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.
@ P A G E S A U C E
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.
@ P A G E S A U C E
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.
@ P A G E S A U C E
GET COOKING
Inspirat ion.
semrush.comahrefs.commoz.com
sistr ix.comsearchmetr ics.com
@ P A G E S A U C E
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.
@ P A G E S A U C E
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.
@ P A G E S A U C E
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
@ P A G E S A U C E
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.
@ P A G E S A U C E
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.
@ P A G E S A U C E
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
@ P A G E S A U C E
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
@ P A G E S A U C E
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 ?
@ P A G E S A U C E
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
@ P A G E S A U C E
AUDIENCE PERSPECTIVE
Exper ience.
Segmen t you r con t en t by how
u s e r s t h i n k
@ P A G E S A U C E
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
@ P A G E S A U C E
Use S c hema .o rg (& o t he r ) s eman t i c
ma r kup
ADD STRUCTURE
Exper ience.
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
@ P A G E S A U C E
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”
@ P A G E S A U C E
Why f a l l down a t t h e p roduc t s t age?
YOUR BRAND
TLDR.