Here's my talk for BrightonSEO 2017 on creating better ecommerce (product & category) content for SEO. "You’ve got hundreds, or thousands of products. Without an army of copywriters to craft beautiful, bespoke product descriptions. So how do you create that quality user experience search engines are looking to reward? We’ll look at how to optimise for many parts of the buying cycle. How to create supporting strategies for your core product and marketing content. Plus, how to serve bespoke content even when dealing with thousands of products"

1. Charlie Williams
SCREAMING FROG
Shop it like its hot;
Ecommerce content that’s worth a damn
@pagesauce
http://www.slideshare.net/pagesauce

2. BUILDING PRODUCT CONTENT SUCKS
@pagesauce #brightonSEO
For SEO

3. LAYOUT
& STAFF.
@pagesauce #brightonSEO
For SEO

4. @pagesauce #brightonSEO
TECH SEO
& MAPPINGSite architecture acts
as the layout
for your store
For SEO

5. @pagesauce
Content helps users
understand &
purchase
CONTENT
= STAFF.
#brightonSEO#brightonSEO
For SEO

6. @pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:For SEO

7. @pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:
#brightonSEO
For SEO

8. @pagesauce
How can we
produce something
as useful?
AS GOOD
AS AMAZON.
#brightonSEO
For SEO

9. @pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:For SEO

10. @pagesauce
JUST DO
WHAT
AMAZON
DOES…
#brightonSEO
Bosses:For SEO

11. 1. USEFUL
@pagesauce #brightonSEO
Great shopping content:
2. SIMPLE 3. SOLUTION

12. @pagesauce
Go get some
CONTENT
STRATEGY.
#brightonSEO
charliew.uk/brightonSEO-
reading
Setup

13. @pagesauce
A gatekeeper
#brightonSEO
Setup
YOU
NEED AN
EDITOR.

14. @pagesauce
Content inventories
#brightonSEO
Setup
WHAT
HAVE YOU
GOT? urlprofiler.com/blog/content-inventory/
content-insight.com

15. @pagesauce
Identify your
content issues
#brightonSEO
WHAT’S
WORKING?
Setup

16. @pagesauce
LEARN
FROM THE
MARKET.
Build a picture
of what works
Setup

17. @pagesauce
Where can you improve
your landing pages?
#brightonSEO
GAP
ANALYSIS.
Setup

18. @pagesauce
TEMPLATE
HELP.
#brightonSEO
Both the page &
the product info
Setup
#brightonSEO

19. @pagesauce
GET SOME
PERSONA.
Know your
product audience
Setup
#brightonSEO

20. @pagesauce #brightonSEO
TOPICS,
NOT JUST
KEYWORDS.
Intent as important
as volume
Setup

21. @pagesauce
USER
JOURNEY.
What’s the story
of the purchase?
Setup
#brightonSEO
As a…ACTOR:
I want to…NA RRATIVE :
So that…GOAL:
CONTEXT: Using…

22. @pagesauce
ANSWER
INTENT.
What info, format &
experience meets
that goal?
Setup
#brightonSEO
The intent…GOAL:

23. @pagesauce #brightonSEO
CONTENT
RENDER.
How is our content
seen by Google?
On-page

24. @pagesauce #brightonSEO
On-page
CONTENT
RENDER.
How is our content
seen by Google?

25. @pagesauce #brightonSEO
STRUCTURE
YOUR
LIFE.
On-page
Use Schema &
semantic markup

26. @pagesauce #brightonSEO
GET
FASTER.
On-page
Top ecommerce
pages 30% larger
than average

27. @pagesauce #brightonSEO
GET
FASTER.
On-page
Cater to those
shopping on mobile

28. @pagesauce #brightonSEO
ADVANCED
ON-PAGE.
Co-occurrence
& TF-IDF
On-page
#brightonSEO
moz.com/blog/7-
advanced-seo-concepts
moz.com/blog/related-topics-
in-seo-whiteboard-friday

29. @pagesauce #brightonSEO
BETTER
IMAGES.
Get your own
On-page
#brightonSEO

30. @pagesauce #brightonSEO
MORE
VIDEO.
74% increase
understanding of
your product
On-page

31. @pagesauce #brightonSEO
COMMON
FAQS.
Remove friction by
addressing issues
On-page

32. @pagesauce #brightonSEO
BECOME
EXPERT.
Fake it until
you make it
Creation

33. @pagesauce #brightonSEO
FIND THE
EXPERTS.
Get their expertise
& passion into HTML
Creation
CUSTOMER SERVICES
SALES TEAM
SHOP FLOOR
COMMON ISSUES
BARRIERS
AUDIENCE GOALS

34. @pagesauce #brightonSEO
Creation
SECRET
WEAPON.

35. @pagesauce #brightonSEO
USE
SOFTWARE.
Collaborative writing
to get knowledge
Creation

36. @pagesauce #brightonSEO
SUPPLIED
DESCRIPTIONS.
Use them
as a tool
Creation
#brightonSEO

37. @pagesauce #brightonSEO
FIND
SHOPPER’S
LANGUAGE.
Writing for intent
Creation
#brightonSEO

38. @pagesauce #brightonSEO
And user question
tools
Creation
GOOGLE
SUGGEST.

39. @pagesauce #brightonSEO
Find the questions
people can’t Google
an answer for
Creation
Q&A &
FAQS.

40. @pagesauce #brightonSEO
Snippet optimisation
for CTR
Creation
BETTER
META. evolvingseo.com/meta

41. @pagesauce #brightonSEO
To make helpful
product content
Creation
SCRAPE
AMAZON.

42. @pagesauce #brightonSEO
To make helpful
product content
Creation
copyhackers.com/write-copy-
amazon-review-mining/SCRAPE
AMAZON.

43. @pagesauce #brightonSEO
Best way to find
user’s problems? Ask
Creation
ASK THE
AUDIENCE.
#brightonSEO

44. @pagesauce #brightonSEO
The best way to find
user problems? Ask
Creation
ASK THE
AUDIENCE.
#brightonSEO

45. @pagesauce #brightonSEO
61% read reviews
before purchase
Creation
ENCOURAGE
UGC.

46. @pagesauce #brightonSEO
What makes this
product different?
Creation
SELL THE
USPS.
#brightonSEO

47. @pagesauce #brightonSEO
BENEFITS,
NOT
FEATURES.
Creation
Users buy their story,
not the product

48. @pagesauce #brightonSEO
To make helpful
product content
Creation
KNOWLEDGE
BASE.

49. @pagesauce #brightonSEO
KNOWLEDGE
BASE.
Creation
To make helpful
product content

50. @pagesauce #brightonSEO
How does content
make readers feel?
Creation
DEVELOP
A STYLE.

51. @pagesauce #brightonSEO
Different appeals for
different audiences
Creation
EMOTION
& LOGIC.
getuplift.co/blog/
copyhackers.com/category/copywriting/

52. @pagesauce #brightonSEO
Top pages have
25% more content
Creation
WORD
COUNT.

53. CONTENT
IS OUR
WAY TO BE
UNIQUE.
@pagesauce #brightonSEO
Remember.

54. A NATION OF SHOPKEEPERS
@pagesauce #brightonSEO
Better experiences.

55. #brightonSEO
THANK
YOU
@pagesauce
charlie@
screamingfrog.co.uk
bit.ly/
brightonseo-ecommerce-content