This is the talk I gave at the really enjoyable Technology For Marketing expo on Spetember 27th 2017, Unusually, the audience all had headphones on to listen to the talk, which gave it a slient disco vibe! "One of search's biggest challenges is building content for ecommerce sites - building audience captivating marketing material, helpful resource information or even your product content while maintaining brand feel. Charlie doesn't think it must be this way. He will share how different resources, some in-house, and some online, can provide bags of material for content around your product or service. Join this session to learn how researching your audience's needs and language, making use of your biggest offline assets and analysing the market makes content that delights your customers."

1. A SHOPPING LIST FOR
ECOMMERCE CONTENT
INSPIRATION
C 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

2. @ P A G E S A U C E
HOW DO I
MANAGE
CONTENT?
Fo r h un dre d
o f pro du ct s ?
A client asks.

3. In Google ’s eyes
when it comes
t o co n t e n t ?
@ P A G E S A U C E
WHAT IS
‘GOOD’?
A client asks.

4. @ P A G E S A U C E
Hello.
@pagesauce
charlie@
screamingfrog.co.uk

5. @ P A G E S A U C E
Sit e arc hit ecture acts
as t h e la yo ut
f o r yo u r s t o re
TECH SEO
& MAPPING
Why content.

6. @ P A G E S A U C E
Con t e n t h e lps use rs
underst and &
purc h ase
CONTENT
= STAFF
Why content.

7. @ P A G E S A U C E
Why content.
BUT...
WHAT
ABOUT
AMAZON?

8. @ P A G E S A U C E
Why content.
BUT...
WHAT
ABOUT
AMAZON?

9. @ P A G E S A U C E
Why content.
AS GOOD
AS AMAZON
H ow do we pro duce
some t h in g as useful?

10. @ P A G E S A U C E
Why content.
BUT...
WHAT
ABOUT
AMAZON?

11. @ P A G E S A U C E
Why content.
BUT...
WHAT
ABOUT
AMAZON?

12. @ P A G E S A U C E
Con t e n t is h ow we
st ar t t h at relat ion sh ip
wit h cust omers
NOT JUST
THE PRICE
Why content.

13. 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

14. @ P A G E S A U C E
Con t e n t inve n t or ie s
WHAT
HAVE YOU
GOT?
Inspiration.
urlprofiler.com/blog/content-inventory/
content-insight.com

15. @ P A G E S A U C E
Ident ify where your
co n t e n t h as issue s
WHAT’S
WORKING?
Inspiration.

16. @ P A G E S A U C E
B u i l d a pi ct u re o f
what wor ks
Inspiration.
LEARN
FROM THE
MARKET

17. @ P A G E S A U C E
Wh e re can yo u t ar ge t
mo re of your
audie n ce ’s lan guage ?
GAP
ANALYSIS
Inspiration.

18. @ P A G E S A U C E
Inspiration.
Wh at ’s t h e be st
pro duct page an d
inf o you can provide?
IMPROVE
TEMPLATE

19. A t two levels - t heir
int erests, & t heir
pro ble ms
AUDIENCE
RESEARCH
Inspiration.
@ P A G E S A U C E

20. @ P A G E S A U C E
Kn ow yo ur pro duct
audie n ce
GET SOME
PERSONA
Inspiration.

21. @ P A G E S A U C E
Wh at ’s t h e st o r y
be h in d purc h ase o f
yo u r m ai n pro du ct s?
USER
JOURNEY
Inspiration.
I want to…NA RRATIVE :
So that…GOAL:
CONTEXT: Using…
As a…ACTOR:

22. @ P A G E S A U C E
G o o gl e ’s ai m i s t o
know t he aim behind
t h e key wo rd
ANSWER
INTENT
Inspiration.
The intent…GOAL:

23. @ P A G E S A U C E
Wh o are t h e
ex pe r t s w i t h i n
t h e busin e ss?
INTERNAL
EXPERTS
Inspiration.
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

24. @ P A G E S A U C E
Wh o are t h e
ex pe r t s w i t h i n
t h e busin e ss?
Inspiration.
S A L E S
T E A M
B A R R I E R S
INTERNAL
EXPERTS

25. @ P A G E S A U C E
Wh o are t h e
ex pe r t s w i t h i n
t h e busin e ss?
Inspiration.
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

26. @ P A G E S A U C E
Why n o t bui l d yo ur
own dat a t o anal y se?
CUSTOMER
SURVEYS
Inspiration.

27. @ P A G E S A U C E
Why n o t bui l d yo ur
own dat a t o anal y se?
Inspiration.
CUSTOMER
SURVEYS

28. @ P A G E S A U C E
SE O mar ke t
re s e arc h dat a
KEYWORD
RESEARCH
Inspiration.

29. @ P A G E S A U C E
See what Google
t h in ks is re levan t f o r
yo u r si t e o r pro du ct
KEYWORD
PLANNER
Inspiration.
adwords.google.com/KeywordPlanner

30. @ P A G E S A U C E
Suggesti ons based on
re al s e arc h e s
GOOGLE
SUGGEST
Inspiration.
infinitesuggest.com

31. @ P A G E S A U C E
Suggesti ons based on
re al s e arc h e s
AMAZON
SUGGEST
Inspiration.
keywordtool.io

32. @ P A G E S A U C E
F i n d t h e se arc h e s
where you can
an swe r t h e q ue st io n
Inspiration.
ANSWER
THE PUBLIC
answerthepublic.com

33. @ P A G E S A U C E
ANSWER
THE PUBLIC
Inspiration.
F i n d t h e se arc h e s
where you can
an swe r t h e q ue st io n

34. @ P A G E S A U C E
Inspiration.
Use PAAs t o build
pict ure o f t o pic
PEOPLE
ALSO ASK
getstat.com/blog/
people-also-ask/

35. @ P A G E S A U C E
See what how else
pe o ple se arc h
RELATED
SEARCHES
Inspiration.

36. @ P A G E S A U C E
F i n d t h e q u e st i o n s
pe o ple can ’ t G o o gle
an an swe r f o r
Q&A & FAQ
PAGES
Inspiration.

37. @ P A G E S A U C E
F i n d t h e q u e st i o n s
pe o ple can ’ t G o o gle
an an swe r f o r
Q&A & FAQ
PAGES
Inspiration.

38. @ P A G E S A U C E
Can we crowdsource
h ow t h e
public migh t se arc h ?
ASK THE
AUDIENCE
Inspiration.

39. @ P A G E S A U C E
GET
COOKING
Inspiration.
semrush.com
ahrefs.com
moz.com
sistrix.com
searchmetrics.com

40. @ P A G E S A U C E
Appl y in g kn ow le dge
t o o u r sh o ppi n g
ex pe r i e n ce
PRODUCT
PAGE
CONTENT
Experience.

41. @ P A G E S A U C E
Yo u r c h an ce t o
im press users,
an d se arc h e n gin e s
PRODUCT
DESCRIPTION
Experience.

42. @ P A G E S A U C E
Yo u r c h an ce t o
im press users,
an d se arc h e n gin e s
Experience.
PRODUCT
DESCRIPTION

43. @ P A G E S A U C E
Remove fr ict ion by
addre ssin g issue s
COMMON
QUESTIONS
Experience.

44. @ P A G E S A U C E
Use it, but no t alone
t o a vo i d o f f -si t e
duplicat io n
MANUFACTURER
CONTENT
Experience.

45. @ P A G E S A U C E
SCRAPE
AMAZON
Experience.
F i n d t h e q u e st i o n s
& probl ems
be in g aske d

46. @ P A G E S A U C E
GET UGC
CONTENT
Experience.
Ask your audie n ce
t o add u n i q u e , &
h e l pf u l , co n t e n t

47. @ P A G E S A U C E
SELL THE
USPS
Experience.
Wh at m ake s t h i s
pro duct dif f e re n t ?
Wh at do e s i t so l ve ?

48. @ P A G E S A U C E
BENEFITS
NOT
FEATURES
Experience.
Users buy t h e i r st or y,
n o t yo u r pro du ct

49. @ P A G E S A U C E
AUDIENCE
PERSPECTIVE
Experience.
Segment your
co n t e n t by h ow
users t hink

50. @ P A G E S A U C E
AUDIENCE
PERSPECTIVE
Experience.
Speaki ng your
audie n ce ’s lan guage

51. @ P A G E S A U C E
SHOW
EXPERTISE
Experience.
M ake yo ur pro duct
co n t e n t h e lpful,
an d im pact ful

52. @ P A G E S A U C E
WORD(S)
COUNT
Experience.
To p page s h a ve
2 5 % m o re co n t e n t

53. @ P A G E S A U C E
G e t yo u r ow n ,
make t hem big
& add cont ext
BETTER
IMAGES
Experience.

54. @ P A G E S A U C E
74% increase
in understanding
of your product
MORE
VIDEO
Experience.

55. @ P A G E S A U C E
Use Sc h ema.org (&
o t her) semantic
mar k up
ADD
STRUCTURE
Experience.

56. @ P A G E S A U C E
Fo r bo t h S E O
& conversi on rat e
GET
FASTER
Experience.

57. @ P A G E S A U C E
Experience.
GET
FASTER
Fo r bo t h S E O
& conversi on rat e

58. @ P A G E S A U C E
T h i n k m o bi l e -f i r st i n
yo u r de si gn
Experience.
GET
FASTER

59. User-led con t en t
an swe r in g q ue st io n s
base d o n SE O dat 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

60. Nielson Norman group
“Today… brand is a
subjective perception of
value based on the sum of
a person’s experiences with
a product or company”
@ P A G E S A U C E
Why f al l down at t h e
pro duct st age ?
YOUR
BRAND
TLDR.

61. @ P A G E S A U C E
@pagesauce
T h an k yo u.
charlie@
screamingfrog.co.uk