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How SEO Insight Reveals The Content We Need - SEOday.dk January 2018

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This is the talk I delivered at SEOday.dk on the 24th January 2018 in Kolding, Denmark.

Experts regularly tell site owners that they need to create content to succeed in today’s online market. And to stand out in a more competitive landscape, content is a huge opportunity for us. But, we all see many sites producing dull material that doesn’t help them.

This talk jumped into how SEO can unlock knowing what content to produce. From Google Analytics to keyword research and competitor analysis, we can see what content our audience demands and enjoys. Using this insight helps form a content strategy that gives us the confidence it will work for SEO, PPC and even other marketing channels such as email.

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How SEO Insight Reveals The Content We Need - SEOday.dk January 2018

  1. 1. Using SEO to reveal the content we need J a n u a r y 2 4 t h 2 0 1 8 K o l d i n g , D e n m a r k ( A s t o r y o f c o n t e n t s a n d w i c h e s )
  2. 2. What content do we need? @ p a g e s a u c e ch pped
  3. 3. Content = sandwiches @ p a g e s a u c e ch pped
  4. 4. @ p a g e s a u c e ch pped
  5. 5. @ p a g e s a u c e ch pped
  6. 6. @ p a g e s a u c e ch pped
  7. 7. @ p a g e s a u c e ch pped Content = sandwiches
  8. 8. b i t . l y / t h i n k i n g - p u b l i s h e r Mindset. @ p a g e s a u c e ch pped Act like a publisher
  9. 9. Mindset. @ p a g e s a u c e ch pped A n S E O r a l l y i n g c r y g o n e w r o n g Act like a publisher
  10. 10. Stand out from the crowds @ p a g e s a u c e Mindset. b i t . l y / s m a r t - i n s i g h t s - c o n t e n t - s h o c k
  11. 11. Stand out from the crowds @ p a g e s a u c e Mindset. b i t . l y / e v e r y o n e s - m a k i n g - c o n t e n t - 2 0 1 8
  12. 12. Stand out from the crowds @ p a g e s a u c e Mindset. b i t . l y / e v e r y o n e s - m a k i n g - c o n t e n t - 2 0 1 8
  13. 13. A t t r a c t & s e r v e t h e n e e d s o f d e f i n e d r e a d e r s Think like a publisher Mindset. @ p a g e s a u c e ch pped
  14. 14. ch pped A l l c o n t e n t n e e d s a c o n t e x t Using intent as our guide Framework . @ p a g e s a u c e
  15. 15. Framework . @ p a g e s a u c e or commercial informational Defining the intent & context F o r e v e r y i d e a o u r r e s e a r c h f i n d s
  16. 16. Customer journey models Framework . @ p a g e s a u c e b i t . l y / a i d a - m o d e l
  17. 17. Customer journey models Framework . @ p a g e s a u c e b i t . l y / w h a t s - a - t o f u
  18. 18. Customer journey models Framework . @ p a g e s a u c e b i t . l y / a - l o o k - s e a r c h e r - i n t e n t
  19. 19. Remove the ambiguity Framework . @ p a g e s a u c e I n t e n t & c o n t e x t = k n o w w h a t t o c r e a t e ch pped
  20. 20. ch pped W h a t a r e t h e y t e l l i n g u s t h e y w a n t ? Audience inspiration A u d i e n c e. @ p a g e s a u c e
  21. 21. b i t . l y / a n a l y t i c s - f o r - s e o Google Analytics @ p a g e s a u c e ch pped A u d i e n c e.
  22. 22. b i t . l y / s e t - u p - s i t e - s e a r c h - g t m Internal site search @ p a g e s a u c e ch pped A u d i e n c e. ch pped
  23. 23. b i t . l y / s e a r c h - a n a l y t i c s - a d d o n Search Analytics @ p a g e s a u c e ch pped A u d i e n c e.
  24. 24. g o o g l e . c o m / a n a l y t i c s / s u r v e y s / Survey the landscape @ p a g e s a u c e ch pped A u d i e n c e. p o l l f i s h . c o m /
  25. 25. F i n d t h o s e w h o k n o w y o u r a u d i e n c e b e s t Internal experts @ p a g e s a u c e ch pped A u d i e n c e. Customer services Common issues Shop floor team Customer goals Sales team Barriers to purchase
  26. 26. u s e r t e s t i n g . c o m @ p a g e s a u c e ch pped A u d i e n c e. Can you crowd source?
  27. 27. s e e d k e y w o r d s . c o m @ p a g e s a u c e ch pped A u d i e n c e. Can you crowd source?
  28. 28. The golden rule for every businessman is this: put yourself in your customer’s place @ p a g e s a u c e ch pped Orison Scott Marden
  29. 29. ch pped W h a t ’ s t h e m a r k e t d e m a n d i n g t o k n o w ? A n d w h a t c o n t e n t w i l l s a t i s f y ? Keyword inspiration K e y w o r d s. @ p a g e s a u c e
  30. 30. A d d i n s t a n t i d e a s t o y o u r l i s t o f i n g r e d i e n t s @ p a g e s a u c e K e y w o r d s. Google suggests
  31. 31. Get more suggestions @ p a g e s a u c e K e y w o r d s. k e y w o r d . i o
  32. 32. Get more suggestions @ p a g e s a u c e K e y w o r d s. U s e m o d i f i e r s & w i l d c a r d s ( * ) k e y w o r d t o o l . i o
  33. 33. Get more suggestions @ p a g e s a u c e K e y w o r d s. U s e m o d i f i e r s & w i l d c a r d s ( * ) k e y w o r d t o o l . i o
  34. 34. Get more suggestions @ p a g e s a u c e K e y w o r d s. U s e m o d i f i e r s & w i l d c a r d s ( * ) k e y w o r d t o o l . i o
  35. 35. F i n d t h e q u e s t i o n s p e o p l e a r e a s k i n g a n s w e r t h e p u b l i c . c o m Public questions @ p a g e s a u c e K e y w o r d s.
  36. 36. F i n d t h e q u e s t i o n s p e o p l e a r e a s k i n g a n s w e r t h e p u b l i c . c o m Public questions @ p a g e s a u c e K e y w o r d s.
  37. 37. F i n d t h e q u e s t i o n s p e o p l e a r e a s k i n g a n s w e r t h e p u b l i c . c o m Public questions @ p a g e s a u c e K e y w o r d s.
  38. 38. b i t . l y / i n s i g h t - f r o m - a t p - b r i g h t o n 2 0 1 7 @ p a g e s a u c e K e y w o r d s. Public questions
  39. 39. G o o g l e ’ s c l u e s t o c o n t e n t t o p i c s b i t . l y / m o z - r e l a t e d - s e a r c h e s Related searches @ p a g e s a u c e K e y w o r d s.
  40. 40. g e t s t a t . c o m / b l o g / p e o p l e - a l s o - a s k / People also ask @ p a g e s a u c e K e y w o r d s.
  41. 41. g e t s t a t . c o m / b l o g / p e o p l e - a l s o - a s k / People also ask @ p a g e s a u c e K e y w o r d s.
  42. 42. W h e n d o e s a n e w t o p i c d e m a n d y o u r a t t e n t i o n ? Google Trends @ p a g e s a u c e K e y w o r d s.
  43. 43. @ p a g e s a u c e K e y w o r d s. m o z . c o m / e x p l o r e r Moz’s Keyword Explorer
  44. 44. @ p a g e s a u c e K e y w o r d s. m o z . c o m / e x p l o r e r Moz’s Keyword Explorer
  45. 45. m o z . c o m / b l o g / t a c t i c a l - k e y w o r d - r e s e a r c h - i n - a - r a n k b r a i n - w o r l d Finding exemplars @ p a g e s a u c e K e y w o r d s.
  46. 46. a h r e f s . c o m / k e y w o r d s - e x p l o r e r Ahrefs Keywords explorer @ p a g e s a u c e K e y w o r d s.
  47. 47. i m f r o m t h e f u t u r e . c o m / k e y w o r d - r e s e a r c h - n o w / @ p a g e s a u c e K e y w o r d s. More keyword reading
  48. 48. b i t . l y / r e y n o l d s - i n t o n a t i o n - m a t t e r s @ p a g e s a u c e K e y w o r d s. Don’t fixate on volume
  49. 49. M o r e k e y w o r d s = l e s s a m b i g u i t y l s i g r a p h . c o m @ p a g e s a u c e K e y w o r d s. Love the long-tail
  50. 50. ch pped W h a t i s t h e u n d e r s t o o d c o n t e x t o f t h e s e a r c h ? What about intent? @ p a g e s a u c e K e y w o r d s. ch pped
  51. 51. ch pped W h a t i s t h e m a r k e t c r e a t i n g ? Competition inspiration C o m p e t i t i o n. @ p a g e s a u c e
  52. 52. @ p a g e s a u c e ch pped s e m r u s h . c o m / u k / i n f o / d o m a i n _ v s _ d o m a i n / C o m p e t i t i o n. ch pped What’s working?
  53. 53. @ p a g e s a u c e ch pped C o m p e t i t i o n. What’s working? a h r e f s . c o m s i s t r i x . c o m s e a r c h m e t r i c s . c o m ch pped
  54. 54. Content gap analysis @ p a g e s a u c e ch pped C o m p e t i t i o n. L i s t o f n e w t o p i c s i n y o u r m a r k e t
  55. 55. W h e r e c a n y o u f i n d o u r a u d i e n c e a s k i n g f o r h e l p o r s h a r i n g i n f o ? UGC & questions @ p a g e s a u c e ch pped C o m p e t i t i o n. ch pped
  56. 56. k e y w o r d d i t . c o m @ p a g e s a u c e ch pped C o m p e t i t i o n. ch pped UGC & questions
  57. 57. b i t . l y / w i k i p e d i a - k e y w o r d - r e s e a r c h @ p a g e s a u c e ch pped C o m p e t i t i o n. ch pped UGC & questions
  58. 58. c o p y h a c k e r s . c o m / w r i t e - c o p y - a m a z o n - r e v i e w - m i n i n g / UGC & questions @ p a g e s a u c e ch pped C o m p e t i t i o n. ch pped
  59. 59. c o p y h a c k e r s . c o m / w r i t e - c o p y - a m a z o n - r e v i e w - m i n i n g / UGC & questions @ p a g e s a u c e ch pped C o m p e t i t i o n. ch pped
  60. 60. b a c k l i n k o . c o m / s e a r c h - e n g i n e - r a n k i n g Successful traits Section. @ p a g e s a u c e ch pped
  61. 61. S o k e e p l o o k i n g f o r f r e s h t h i n k i n g o r n e w s p i n s o n t h e c l a s s i c s Always new ideas @ p a g e s a u c e ch pped C o m p e t i t i o n.
  62. 62. ch pped L o o k a t y o u r a u d i e n c e Data & Intent = Content Summary. @ p a g e s a u c e 1 2 3 4 L o o k a t y o u r s e a r c h m a r k e t L o o k a t y o u r c o m p e t i t i o n L o o k a t t h e i n t e n t & c o n t e x t W r i t e f o r c o n t e x t , n o t a b o u t k e y w o r d
  63. 63. ch pped b i t . l y / c o n t e n t - s e o d a y 1 8 Tak! Lunch . c h a r l i e @ c h o p p e d . i o @ p a g e s a u c e ch ppedS E O & c o n t e n t c o n s u l t i n g

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