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Using SEO to Reveal the Content You Need - OxfordHUG February 2019

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This is my deck from speaking at the OxfordHUG on the 5th February 2019. In an event about earning traffic to start your inbound marketing flywheel, I spoke on how any site can use SEO data and techniques to understand the content their audience wants.

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Using SEO to Reveal the Content You Need - OxfordHUG February 2019

  1. 1. Using SEO to reveal the content you need F e b r u a r y 5 t h 2 019
  2. 2. What content do we need? @ p a g e s a u c e
  3. 3. Content = sandwiches @ p a g e s a u c e
  4. 4. @ p a g e s a u c e
  5. 5. @ p a g e s a u c e
  6. 6. @ p a g e s a u c e
  7. 7. @ p a g e s a u c e Content = sandwiches
  8. 8. 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 @ p a g e s a u c e Stand out from the crowds M i n d s e t .
  9. 9. 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 - 2 018 @ p a g e s a u c e M i n d s e t . Stand out from the crowds
  10. 10. @ p a g e s a u c e M i n d s e t . 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 - 2 018 Stand out from the crowds
  11. 11. 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 M i n d s e t . @ p a g e s a u c e ch pped Think like a publisher
  12. 12. 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 @ p a g e s a u c e
  13. 13. @ p a g e s a u c e F r a m e w o r k . 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 Defining the intent & context or commercial informational
  14. 14. @ p a g e s a u c e b i t . l y / a i d a - m o d e l Customer journey models F r a m e w o r k .
  15. 15. @ p a g e s a u c e b i t . l y / w h a t s - a - t o f u Customer journey models F r a m e w o r k .
  16. 16. @ 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 F r a m e w o r k . Customer journey models
  17. 17. F r a m e w o r k . @ p a g e s a u c e Remove the ambiguity 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
  18. 18. 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 @ p a g e s a u c e
  19. 19. b i t . l y / a n a l y t i c s - f o r - s e o A u d i e n c e . @ p a g e s a u c e Google Analytics
  20. 20. @ p a g e s a u c e 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 A u d i e n c e .
  21. 21. W h a t d o e s G o o g l e a l r e a d y t h i n k y o u a r e r e l e v a n t & h e l p f u l f o r ? @ p a g e s a u c e Search query data A u d i e n c e .
  22. 22. 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 / p o l l f i s h . c o m / @ p a g e s a u c e Survey the landsacpe A u d i e n c e .
  23. 23. 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 t h e b e s t @ p a g e s a u c e Internal experts A u d i e n c e . Customer services Common issues Shop floor team Customer goals Sales team Barriers to purchase
  24. 24. u s e r t e s t i n g . c o m @ p a g e s a u c e Can you crowd source? A u d i e n c e .
  25. 25. @ p a g e s a u c e A u d i e n c e . s e e d k e y w o r d s . c o m Can you crowd source?
  26. 26. The golden rule for every businessman is this: put yourself in your customer’s place @ p a g e s a u c e O r i s o n S c o t t M a r d e n
  27. 27. W h a t ’ s y o u r m a r k e t d e m a n d i n g t o k n o w ? @ p a g e s a u c e Keyword inspiration
  28. 28. @ p a g e s a u c e M a r k e t . 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 Google suggests
  29. 29. @ p a g e s a u c e k e y w o r d . i o i n f i n i t e s u g g e s t . c o m Get more suggestions M a r k e t .
  30. 30. @ p a g e s a u c e 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 Get more suggestions M a r k e t .
  31. 31. @ p a g e s a u c e Get more suggestions M a r k e t . 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
  32. 32. @ p a g e s a u c e Get more suggestions M a r k e t . 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. 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 w i t h a n s w e r t h e p u b l i c . c o m @ p a g e s a u c e Public questions M a r k e t .
  34. 34. 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 w i t h a n s w e r t h e p u b l i c . c o m @ p a g e s a u c e Public questions M a r k e t .
  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 w i t h a n s w e r t h e p u b l i c . c o m @ p a g e s a u c e Public questions M a r k e t .
  36. 36. @ p a g e s a u c e 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 M a r k e t .
  37. 37. @ p a g e s a u c e 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 M a r k e t .
  38. 38. @ p a g e s a u c e 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 M a r k e t .
  39. 39. @ p a g e s a u c e 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 M a r k e t .
  40. 40. @ p a g e s a u c e m o z . c o m / e x p l o r e r Moz’s Keyword Explorer M a r k e t .
  41. 41. @ p a g e s a u c e m o z . c o m / e x p l o r e r M a r k e t . Moz’s Keyword Explorer
  42. 42. @ p a g e s a u c e 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 M a r k e t . Ahrefs’ Keyword Explorer
  43. 43. @ p a g e s a u c e a h r e f s . c o m / b l o g / k e y w o r d - r e s e a r c h / More keyword reading M a r k e t .
  44. 44. @ p a g e s a u c e 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 Love the long-tail M a r k e t .
  45. 45. W h a t i s t h e m a r k e t c r e a t i n g & s h o w i n g a s v a l u a b l e ? @ p a g e s a u c e Competition inspiration
  46. 46. 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 . @ p a g e s a u c e What’s working?
  47. 47. 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 @ p a g e s a u c e C o m p e t i t i o n . What’s working?
  48. 48. G e t y o u r s e l f a 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 @ p a g e s a u c e Content gap analysis C o m p e t i t i o n .
  49. 49. 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 ? @ p a g e s a u c e UGC & questions C o m p e t i t i o n .
  50. 50. k e y w o r d d i t . c o m @ p a g e s a u c e C o m p e t i t i o n . UGC & questions
  51. 51. 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 C o m p e t i t i o n . UGC & questions
  52. 52. 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 / @ p a g e s a u c e C o m p e t i t i o n . UGC & questions
  53. 53. 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 / @ p a g e s a u c e C o m p e t i t i o n . UGC & questions
  54. 54. 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 @ p a g e s a u c e Successful traits C o m p e t i t i o n .
  55. 55. 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 @ p a g e s a u c e Always new ideas C o m p e t i t i o n .
  56. 56. T L D R . 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 Data & Intent = Content @ 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 L o o k a t y o u r a u d i e n c e
  57. 57. bit.ly/ oxhug- sarnies T h a n k y o u . @pagesauce charlie@chopped.io linkedin.com/in/ charlie-williams/

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