In this talk for Amazon's Search Summit (put together by Sistrix), I took a look at one of the most exciting parts of working in search - building content that you *know* will resonate with your audience through using keyword data. As a publisher, you can learn what market to expand into by using SEO data as a form of audience research. You can learn what content works (links for people, rankings for Google) and create reader-led content that helps them as the hero in their story through keyword research.

1. 2 9 t h J u n e 2 0 1 7
(GOT TO) GIVE
THE PEOPLE WHAT
THEY WANT

2. Con t ext .
YOU’RE
MY HERO
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Wh at subj e ct m at t e r
can we h e lp o ur
audie n ce wit h ?

3. Con t ext .
SELLING
STORIES
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Searc h hel ps
f ind us t he ones
t o t e l l

4. H e l l o .
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@pagesauce
charlie@
screamingfrog.co.uk

5. Con t ext .
CUSTOMER-LED
CONTENT
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B u i l di n g o n
f o u n dat i o n s o f w h at
o u r h e ro e s wan t

6. Con t ext .
CONTENT
MARKETING?
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E ar n i n g t h e t r ust
o f re ade r s &
searc h en gin es
Content marketing (n.): The use of
storytelling to build relationships with
consumers by providing them with
something entertaining or useful.
Contently

7. C o m p a r i n g
p o t e n t i a l n e w
s e a r c h m a r k e t s
EXPANDING YOUR
HORIZONS
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8. Oppo r t un it y.
AUDIENCE
RESEARCH
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A t two levels -
t h e ir in t e re st s &
t h e ir pro ble ms

9. COMPETITOR
ANALYSIS
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Wh i c h f o r m at s
re s o n at e w i t h
G o o gl e & t h e pu bl i c?
Oppo r t un it y.

10. Oppo r t un it y.
INSIGHT TO
KEYWORDS
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Com pare key word
po r t f o lio s o f
dif f e re n t mar ke ts

11. @page sauce
Wh at co n t e n t t y pe
an swe rs t h e se arc h
q uer y int ent ?
Oppo r t un it y.
INTENT
ANALYSIS

12. Oppo r t un it y.
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Wh at co n t e n t t y pe
an swe rs t h e se arc h
q uer y int ent ?
INTENT
ANALYSIS

13. COMPETITOR
ANALYSIS
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Wh i c h f o r m at s
re s o n at e w i t h
G o o gl e & t h e pu bl i c?
Oppo r t un it y.

14. COMPETITOR
ANALYSIS
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Wh i c h f o r m at s
re s o n at e w i t h
G o o gl e & t h e pu bl i c?
Oppo r t un it y.

15. COMPETITOR
ANALYSIS
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Wh at are t h e
in-demand st or ies?
Oppo r t un it y.

16. COMPETITOR
ANALYSIS
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Wh at are t h e
co m pe t it io n
t ar ge t i n g?
Oppo r t un it y.

17. Oppo r t un it y.
INSIGHT TO
KEYWORDS
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Tu r n o u r re se arc h
int o a mar ke t
key word por t f olio

18. W h a t w i l l y o u
b e c o m e k n o w n
f o r ?
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MULTI-LAYERED
KEYWORD
ANALYSIS

19. TOPIC
RESEARCH
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Pare n t & c h i l d
key words in
seman t ic clust ers
L o n g-t ai l s.

20. BUYING
CYCLE
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cust o me r jo ur n ey mar ke t e r.
co m/ n ew -digit al-
mar ke ting-funnel-s t ages /
L o n g-t ai l s.

21. SEARCH
QUERY TYPES
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ge t st at .co m/ blo g/ se arc h -
int ent- convers ion-
o p t i m i z at i o n /
L o n g-t ai l s.

22. MICRO
MOMENTS
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G o o gl e ’s de f i n i t i o n
o f m o de r n s e arc h
q uer y int ent s
L o n g-t ai l s.

23. @page sauce
Wh at q uer y t y pe
might we see
at e ac h st age?
MAPPING
INTENT
ENGAGEMENT EDUCATION
RESEARCH PURCHASE
I N F O R M A T I O N A L
I N F O R M A T I O N A L /
C O M M E R C I A L
C O M M E R C I A L
I N V E S T I G A T I O N
T R A N S A C T I O N A L
L o n g-t ai l s.

24. @page sauce
MAPPING
INTENT
ENGAGEMENT EDUCATION
RESEARCH PURCHASE
I W A N T T O D O /
I W A N T T O G O
I W A N T T O K N O W /
I W A N T T O D O
I W A N T T O K N O W /
I W A N T T O D O
I W A N T T O B U Y
Wh at int ent ty pes
le t us make
an im pact ?
L o n g-t ai l s.

25. @page sauce
B u i l di n g o u r
re pu t at i o n t h ro u gh
t ar ge t i n g s t o r i e s
LONG-TAIL
CONTENT
L o n g-t ai l s.

26. CONTENT
FORMATS
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Useful, educat ion al,
inspirational o r
e n t e r t ai n i n g
L o n g-t ai l s.

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Pic king t he r ight t oo l
f o r t h e j o b
L o n g-t ai l s.
CONTENT
FORMATS

28. @page sauce
Wh at i s o ur audi e n ce
de man din g t o kn ow?
L o n g-t ai l s.
ALWAYS
NEW IDEAS

29. GOOGLE
SUGGESTS
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User q uest ion s f or
long-t ai l ideas
storybase.com
answerthepublic.com
L o n g-t ai l s.

30. @page sauce
User q uest ion s f or
long-t ai l ideas
storybase.com
answerthepublic.com
GOOGLE
SUGGESTS
L o n g-t ai l s.

31. USER-DATA:
AMAZON
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F i n d t h e co m m o n
user q uest ions &
lang uag e
L o n g-t ai l s.

32. @page sauce
Que st io n s are a clue
t o st u c k st o r i e s
USER-DATA:
QUESTIONS
L o n g-t ai l s.

33. WHAT’S
TRENDING?
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N ew t o pics t h at
de man d at t e n t io n
L o n g-t ai l s.

34. @page sauce
Wh at t o pi cs
are aske d ye ar in ,
ye ar o u t ?
AND
THE PAST
L o n g-t ai l s.

35. BRAND +
[PRODUCT]
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Use digit al PR t o ge t
yo u r n am e asso ci at e d
wit h new t opic
L o n g-t ai l s.
https://moz.com/blog/
rankings-correlation-study-
domain-authority-vs-
branded-search-volume
https://www.slideshare.net/
epiphanysearch/brand-the-
only-future-ranking-factor-
malcolm-slade-speaking-at-
brighton-seo

36. T L D R .
Con sume r-ce n t r ic
co n t e n t ide as base d
o n S E O dat a
PUBLISHER
GAMEPLAN
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Know our heroes
Find long-tail stories
Hyper-relevant content
Build reputation

37. @pagesauce
charlie@
screamingfrog.co.uk
T h an k yo u.
bit.ly/give-people-
what-they-want