Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Understanding your audience;
Agile thinking & our content
BrightonSEO
18th September 2015
@pagesauce
Charlie Williams
Head of Marketing
charlie (at) white.net
@pagesauce
@pagesauce
Content = our best method to
offer a unique experience in
markets increasingly filled with
similar products
@pagesauce
Putting the audience first
We can harness the power of our
audience to build better content
experiences
@pagesa...
@pagesauce
A story…
About how I learned
to make content
@pagesauce
A story…
About how I first learned
to make content
with ferries
@pagesauce
What I’ve built…
@pagesauce
ferries to France
What I’ve built…
@pagesauce
ferries from France
ferries to France
What I’ve built…
@pagesauce
France ferries
ferries from France
ferries to France
What I’ve built…
@pagesauce
France ferries
ferries from France
ferries to France
What I’ve built…
And more… oh dear
@pagesauce@pagesauce
@pagesauce
Optimising for search query topic
buckets, not individual keywords
Thinking in topics
https://moz.com/blog/topi...
@pagesauce
& content marketing
SEO content, keyword research,
UX, content strategy, social media,
= Content development
@p...
@pagesauce
Agile
Richard Prowse
https://gathercontent.com/blog/adopting-agile-approach-content
helps organisations … focus...
@pagesauce
An agile project is about creating
fast iterations of products based
on the feedback of real users -
Prioritise...
@pagesauce
But…
Agile’s for developers, right?
@pagesauce
@pagesauce
content marketing & agile approach
SEO content, keyword research,
UX, content strategy, social media,
= Content...
@pagesauce
https://moz.com/blog/user-behaviour-data-as-a-ranking-signal
@pagesauce
Build great content
= the new content is king…
@pagesauce
@pagesauce
Product pages
How do we make these great?
@pagesauce
@pagesauce@pagesauce
@pagesauce
Challenging or new industries
What counts as great content?
@pagesauce
@pagesauce
Helping the audience
needs?
So, how do we create content that
actually serves our audience’s
@pagesauce
@pagesauce
Questions
@pagesauce
When you do a search, you
generally want an answer
Gabriel Weinberg
http://www.fastcompany.com/3026698/inside-
...
@pagesauce
Types	
  of	
  searches
@pagesauce
Listening to
the audience
@pagesauce
@pagesauce
Google Analytics
Understand what is working;
what does your audience enjoy?
@pagesauce
@pagesauce
Google Analytics
Understand what is working;
what does your audience enjoy?
@pagesauce
@pagesauce
@pagesauce
@pagesauce
What’s earned your
audience’s interest?
@pagesauce
What’s earned your
audience’s interest?
@pagesauce
talking about?
What is our audience
Topsy
@pagesauce
@pagesauce
content
User testing
Eye-opening insight into what
your audience wants from your
https://www.usertesting.com/pr...
@pagesauce
results
Surveys
Ask you audience what they
want & incentivise for best
@pagesauce
@pagesauce
questions
Questions
Competitor FAQs & Quora
for researching common
@pagesauce
@pagesauce
User-centric
keyword research
Quality keyword research
unveils your audience’s needs
http://www.momentology.com...
@pagesauce
SEMrush
Dig into the topics your
competitors earn traffic with
http://refugeeks.com/semrush/
@pagesauce
@pagesauce
Google Trends
Plus, related terms
Is this a growing topic?
@pagesauce
@pagesauce
Scrape Google suggest
@pagesauce
Kewordtool.io
KeywordKiwi
Ubersuggest
Scrape Google suggest
@pagesauce
@pagesauce@pagesauce
User stories
audience wants, & map the journey
Take your personas, & what your
https://gathercontent....
@pagesauce
Wireframes
Be able to show how your content
will work
Balsamiq Mockups
@pagesauce
@pagesauce
http://backlinko.com/skyscraper-technique
An example
To get your own ideas going
@pagesauce
@pagesauce@pagesauce
Tell your stories of your product
product or service
Content can be about the user
experiences to be ...
@pagesauce
Agile thinking
helps our SEO in two ways:
Focus on one issue at a time,
& helping us understand the
audience, s...
@pagesauce
@pagesauce
charlie (at) white.net
THANK YOU
Questions?
@pagesauce
Nächste SlideShare
Wird geladen in …5
×

Understanding your audience; Agile thinking & our content - BrightonSEO September 2015

15.730 Aufrufe

Veröffentlicht am

My talk from BrightonSEO on 19th September 2015 on creating content that works for both your audience & search engines.

As the search engines seek to reward content that satisfies users, we can learn from what our audience says to influence our work and reach them via search and social channels.

The core of agile thinking is putting user's needs as the primary goal, considering everything from the perspective of the audience. We'll take a look at how this ethos is perfect for modern SEO, and how a range of social media, audience research, keyword topic and content tools can help us build a user-first content development environment.

Veröffentlicht in: Internet
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Understanding your audience; Agile thinking & our content - BrightonSEO September 2015

  1. 1. Understanding your audience; Agile thinking & our content BrightonSEO 18th September 2015 @pagesauce
  2. 2. Charlie Williams Head of Marketing charlie (at) white.net @pagesauce
  3. 3. @pagesauce Content = our best method to offer a unique experience in markets increasingly filled with similar products
  4. 4. @pagesauce Putting the audience first We can harness the power of our audience to build better content experiences @pagesauce
  5. 5. @pagesauce A story… About how I learned to make content
  6. 6. @pagesauce A story… About how I first learned to make content with ferries
  7. 7. @pagesauce What I’ve built…
  8. 8. @pagesauce ferries to France What I’ve built…
  9. 9. @pagesauce ferries from France ferries to France What I’ve built…
  10. 10. @pagesauce France ferries ferries from France ferries to France What I’ve built…
  11. 11. @pagesauce France ferries ferries from France ferries to France What I’ve built… And more… oh dear
  12. 12. @pagesauce@pagesauce
  13. 13. @pagesauce Optimising for search query topic buckets, not individual keywords Thinking in topics https://moz.com/blog/topics-people- over-keywords-rankings-whiteboard- friday/ http://www.socialmediatoday.com/cont ent/future-seo-topics-instead-keywords
  14. 14. @pagesauce & content marketing SEO content, keyword research, UX, content strategy, social media, = Content development @pagesauce
  15. 15. @pagesauce Agile Richard Prowse https://gathercontent.com/blog/adopting-agile-approach-content helps organisations … focus on meeting user needs, prioritising delivery and helping people to collaborate
  16. 16. @pagesauce An agile project is about creating fast iterations of products based on the feedback of real users - Prioritise features for users over everyone else Gov.uk https://www.gov.uk/service-manual/agile
  17. 17. @pagesauce But… Agile’s for developers, right? @pagesauce
  18. 18. @pagesauce content marketing & agile approach SEO content, keyword research, UX, content strategy, social media, = Content development @pagesauce
  19. 19. @pagesauce https://moz.com/blog/user-behaviour-data-as-a-ranking-signal
  20. 20. @pagesauce Build great content = the new content is king… @pagesauce
  21. 21. @pagesauce Product pages How do we make these great? @pagesauce
  22. 22. @pagesauce@pagesauce
  23. 23. @pagesauce Challenging or new industries What counts as great content? @pagesauce
  24. 24. @pagesauce Helping the audience needs? So, how do we create content that actually serves our audience’s @pagesauce
  25. 25. @pagesauce Questions
  26. 26. @pagesauce When you do a search, you generally want an answer Gabriel Weinberg http://www.fastcompany.com/3026698/inside- duckduckgo-googles-tiniest-fiercest-competitor
  27. 27. @pagesauce Types  of  searches
  28. 28. @pagesauce Listening to the audience @pagesauce
  29. 29. @pagesauce Google Analytics Understand what is working; what does your audience enjoy? @pagesauce
  30. 30. @pagesauce Google Analytics Understand what is working; what does your audience enjoy? @pagesauce
  31. 31. @pagesauce
  32. 32. @pagesauce
  33. 33. @pagesauce What’s earned your audience’s interest?
  34. 34. @pagesauce What’s earned your audience’s interest?
  35. 35. @pagesauce talking about? What is our audience Topsy @pagesauce
  36. 36. @pagesauce content User testing Eye-opening insight into what your audience wants from your https://www.usertesting.com/product/videos-and-metrics
  37. 37. @pagesauce results Surveys Ask you audience what they want & incentivise for best @pagesauce
  38. 38. @pagesauce questions Questions Competitor FAQs & Quora for researching common @pagesauce
  39. 39. @pagesauce User-centric keyword research Quality keyword research unveils your audience’s needs http://www.momentology.com/7216-user-centric-keyword-research-topics/ @pagesauce
  40. 40. @pagesauce SEMrush Dig into the topics your competitors earn traffic with http://refugeeks.com/semrush/ @pagesauce
  41. 41. @pagesauce Google Trends Plus, related terms Is this a growing topic? @pagesauce
  42. 42. @pagesauce Scrape Google suggest
  43. 43. @pagesauce Kewordtool.io KeywordKiwi Ubersuggest Scrape Google suggest @pagesauce
  44. 44. @pagesauce@pagesauce User stories audience wants, & map the journey Take your personas, & what your https://gathercontent.com/blog/adopting-agile-approach-content https://www.gov.uk/service-manual/agile/writing-user-stories.html https://yougov.co.uk/profiler
  45. 45. @pagesauce Wireframes Be able to show how your content will work Balsamiq Mockups @pagesauce
  46. 46. @pagesauce http://backlinko.com/skyscraper-technique An example To get your own ideas going @pagesauce
  47. 47. @pagesauce@pagesauce Tell your stories of your product product or service Content can be about the user experiences to be had with your
  48. 48. @pagesauce Agile thinking helps our SEO in two ways: Focus on one issue at a time, & helping us understand the audience, so we know what to make
  49. 49. @pagesauce
  50. 50. @pagesauce charlie (at) white.net THANK YOU Questions? @pagesauce

×