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.

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. What content do we need?
@ p a g e s a u c e ch pped

3. Content = sandwiches
@ p a g e s a u c e ch pped

4. @ p a g e s a u c e ch pped

5. @ p a g e s a u c e ch pped

6. @ p a g e s a u c e ch pped

7. @ p a g e s a u c e ch pped
Content = sandwiches

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. @ 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. @ 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. 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. 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. 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. 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. 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. 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. 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. @ 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. @ 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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