help, what content does my ecommerce site need? - semrush webinar january 2016

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  • 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

    #SEMRUSHLIVE @PAGESAUCE

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    THE MAIN THING IVE LEARNED...

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    E-COMMERCE PRODUCT CONTENT CAN BE TOUGH

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    PRODUCT CONTENT AT scale

    HAS CHALLENGES

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    1.THE SIZE OF OUR PRODUCT RANGE

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    2.KNOWING ENOUGH ABOUT OUR PRODUCTS

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    3.GOOD ENOUGH CONTENT ISNT, NOT ANYMORE

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

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    A QUICK TANGENTTARGET THE ENTIRE BUYING JOURNEY

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

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    BACK TO THE PRODUCT CONTENT

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    IN SUMMARYONLINE RETAILING ISNT ALWAYS EASY

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

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    YOUR WEBSITE IS YOUR STORE

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    ALL OUR ONLINE MARKETING CAMPAIGNS RELY ON CONTENT

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    CONTENT = OUR BEST METHOD TO BE UNIQUE IN INCREASINGLY

    COMPETITIVE MARKETS

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    BUTTHE CONTENT PROCESS CAN BE BROKEN DOWN

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    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

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    ANEXAMPLE

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    WHOIS THE TARGET MARKET?

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

    What attracts them to a product or retailer?

    WHOIS THE TARGET MARKET?

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    WHAT AREOUR PRODUCT TRUTHS?

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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 its best?

    WHAT AREOUR PRODUCT TRUTHS?

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    WHYWOULD GOOGLE VISIT?

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    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?

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    CONTENT THATS WORTH A DAMN

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    ITS ALL ABOUT THE QUESTIONS

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

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    1.HOW DO WE DEFINE QUALITY?

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    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 DONT WE GOOGLE IT?

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

    howsearchworks/assets/searchqualityevaluatorguidelines.pdf

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    ea

    t

    EXPERTISE

    AUTHORITATIVENESS

    TRUSTWORTHINESS

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    2.WHO IS OUR TARGET?

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    https://yougov.co.uk/profileslite

    PERSONAS

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

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    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/

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

    guide-generating-rich-snippets/

    SEMANTIC MARKUP

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    4.ARE WE CULTIVATING KEYWORD TOPICS?

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    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

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    STEAL FROM THE COMPETITION

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

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

    social-shares

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

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    CUSTOMER SERVICES

    SALES TEAM

    PRODUCT TEAM /SHOP FLOOR

    COMMON ISSUES

    BARRIERS

    WHAT DO USERS WANT TO ACHIEVE?

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    MANUFACTURER DESCRIPTIONS

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    6.HAVE WE USED OUR AUDIENCES LANGUAGE?

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    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/

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    7.IS OUR COPY UP TO SCRATCH?

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

    DEVELOP PRODUCT TEMPLATES

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

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    8.WHO COMMISSIONS OUR PRODUCT CONTENT?

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

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

    CONTENT STRATEGY

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    GOOD CONTENTIS USEFUL, ANDANSWERS QUESTIONS

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    GOOD CONTENTSHOWS USER IF APRODUCT IS FOR THEM

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    GOOD CONTENTPROVES ITS WORTHTO SEARCH ENGINES

  • THANK

    YOU

    @PAGESAUCECHARLIE@WHITE.NET

    CHARLIE WILLIAMS