A shopping list for ecommerce content inspiration - TFM September 2017 #TFM17
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The document provides a comprehensive guide on creating effective eCommerce content, focusing on understanding audience needs and optimizing for SEO. It emphasizes the importance of insightful product descriptions, incorporating user-generated content, and leveraging various tools for keyword research and audience analysis. The overall goal is to enhance user experience and engagement, ultimately driving conversions in the online shopping landscape.
A shopping list for ecommerce content inspiration - TFM September 2017 #TFM17
- 1. A SHOPPING LIST FOR ECOMMERCE CONTENT INSPIRATION C h a r l i e W i l l i a m s 2 7 t h S e p t e m b e r 2 017
- 2. @ P A G E S A U C E HOW DO I MANAGE CONTENT? Fo r h un dre d o f pro du ct s ? A client asks.
- 3. In Google ’s eyes when it comes t o co n t e n t ? @ P A G E S A U C E WHAT IS ‘GOOD’? A client asks.
- 4. @ P A G E S A U C E Hello. @pagesauce charlie@ screamingfrog.co.uk
- 5. @ P A G E S A U C E Sit e arc hit ecture acts as t h e la yo ut f o r yo u r s t o re TECH SEO & MAPPING Why content.
- 6. @ P A G E S A U C E Con t e n t h e lps use rs underst and & purc h ase CONTENT = STAFF Why content.
- 7. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
- 8. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
- 9. @ P A G E S A U C E Why content. AS GOOD AS AMAZON H ow do we pro duce some t h in g as useful?
- 10. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
- 11. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
- 12. @ P A G E S A U C E Con t e n t is h ow we st ar t t h at relat ion sh ip wit h cust omers NOT JUST THE PRICE Why content.
- 13. A s e r i e s o f t a c t i c s t o g e t y o u t h i n k i n g o f b e t t e r e c o m m e r c e c o n t e n t i d e a s FINDING INSPIRATION @ P A G E S A U C E
- 14. @ P A G E S A U C E Con t e n t inve n t or ie s WHAT HAVE YOU GOT? Inspiration. urlprofiler.com/blog/content-inventory/ content-insight.com
- 15. @ P A G E S A U C E Ident ify where your co n t e n t h as issue s WHAT’S WORKING? Inspiration.
- 16. @ P A G E S A U C E B u i l d a pi ct u re o f what wor ks Inspiration. LEARN FROM THE MARKET
- 17. @ P A G E S A U C E Wh e re can yo u t ar ge t mo re of your audie n ce ’s lan guage ? GAP ANALYSIS Inspiration.
- 18. @ P A G E S A U C E Inspiration. Wh at ’s t h e be st pro duct page an d inf o you can provide? IMPROVE TEMPLATE
- 19. A t two levels - t heir int erests, & t heir pro ble ms AUDIENCE RESEARCH Inspiration. @ P A G E S A U C E
- 20. @ P A G E S A U C E Kn ow yo ur pro duct audie n ce GET SOME PERSONA Inspiration.
- 21. @ P A G E S A U C E Wh at ’s t h e st o r y be h in d purc h ase o f yo u r m ai n pro du ct s? USER JOURNEY Inspiration. I want to…NA RRATIVE : So that…GOAL: CONTEXT: Using… As a…ACTOR:
- 22. @ P A G E S A U C E G o o gl e ’s ai m i s t o know t he aim behind t h e key wo rd ANSWER INTENT Inspiration. The intent…GOAL:
- 23. @ P A G E S A U C E Wh o are t h e ex pe r t s w i t h i n t h e busin e ss? INTERNAL EXPERTS Inspiration. C U S T O M E R S E R V I C E S C O M M O N I S S U E S
- 24. @ P A G E S A U C E Wh o are t h e ex pe r t s w i t h i n t h e busin e ss? Inspiration. S A L E S T E A M B A R R I E R S INTERNAL EXPERTS
- 25. @ P A G E S A U C E Wh o are t h e ex pe r t s w i t h i n t h e busin e ss? Inspiration. S H O P F L O O R T E A M S A U D I E N C E G O A L S INTERNAL EXPERTS
- 26. @ P A G E S A U C E Why n o t bui l d yo ur own dat a t o anal y se? CUSTOMER SURVEYS Inspiration.
- 27. @ P A G E S A U C E Why n o t bui l d yo ur own dat a t o anal y se? Inspiration. CUSTOMER SURVEYS
- 28. @ P A G E S A U C E SE O mar ke t re s e arc h dat a KEYWORD RESEARCH Inspiration.
- 29. @ P A G E S A U C E See what Google t h in ks is re levan t f o r yo u r si t e o r pro du ct KEYWORD PLANNER Inspiration. adwords.google.com/KeywordPlanner
- 30. @ P A G E S A U C E Suggesti ons based on re al s e arc h e s GOOGLE SUGGEST Inspiration. infinitesuggest.com
- 31. @ P A G E S A U C E Suggesti ons based on re al s e arc h e s AMAZON SUGGEST Inspiration. keywordtool.io
- 32. @ P A G E S A U C E F i n d t h e se arc h e s where you can an swe r t h e q ue st io n Inspiration. ANSWER THE PUBLIC answerthepublic.com
- 33. @ P A G E S A U C E ANSWER THE PUBLIC Inspiration. F i n d t h e se arc h e s where you can an swe r t h e q ue st io n
- 34. @ P A G E S A U C E Inspiration. Use PAAs t o build pict ure o f t o pic PEOPLE ALSO ASK getstat.com/blog/ people-also-ask/
- 35. @ P A G E S A U C E See what how else pe o ple se arc h RELATED SEARCHES Inspiration.
- 36. @ P A G E S A U C E F i n d t h e q u e st i o n s pe o ple can ’ t G o o gle an an swe r f o r Q&A & FAQ PAGES Inspiration.
- 37. @ P A G E S A U C E F i n d t h e q u e st i o n s pe o ple can ’ t G o o gle an an swe r f o r Q&A & FAQ PAGES Inspiration.
- 38. @ P A G E S A U C E Can we crowdsource h ow t h e public migh t se arc h ? ASK THE AUDIENCE Inspiration.
- 39. @ P A G E S A U C E GET COOKING Inspiration. semrush.com ahrefs.com moz.com sistrix.com searchmetrics.com
- 40. @ P A G E S A U C E Appl y in g kn ow le dge t o o u r sh o ppi n g ex pe r i e n ce PRODUCT PAGE CONTENT Experience.
- 41. @ P A G E S A U C E Yo u r c h an ce t o im press users, an d se arc h e n gin e s PRODUCT DESCRIPTION Experience.
- 42. @ P A G E S A U C E Yo u r c h an ce t o im press users, an d se arc h e n gin e s Experience. PRODUCT DESCRIPTION
- 43. @ P A G E S A U C E Remove fr ict ion by addre ssin g issue s COMMON QUESTIONS Experience.
- 44. @ P A G E S A U C E Use it, but no t alone t o a vo i d o f f -si t e duplicat io n MANUFACTURER CONTENT Experience.
- 45. @ P A G E S A U C E SCRAPE AMAZON Experience. F i n d t h e q u e st i o n s & probl ems be in g aske d
- 46. @ P A G E S A U C E GET UGC CONTENT Experience. Ask your audie n ce t o add u n i q u e , & h e l pf u l , co n t e n t
- 47. @ P A G E S A U C E SELL THE USPS Experience. Wh at m ake s t h i s pro duct dif f e re n t ? Wh at do e s i t so l ve ?
- 48. @ P A G E S A U C E BENEFITS NOT FEATURES Experience. Users buy t h e i r st or y, n o t yo u r pro du ct
- 49. @ P A G E S A U C E AUDIENCE PERSPECTIVE Experience. Segment your co n t e n t by h ow users t hink
- 50. @ P A G E S A U C E AUDIENCE PERSPECTIVE Experience. Speaki ng your audie n ce ’s lan guage
- 51. @ P A G E S A U C E SHOW EXPERTISE Experience. M ake yo ur pro duct co n t e n t h e lpful, an d im pact ful
- 52. @ P A G E S A U C E WORD(S) COUNT Experience. To p page s h a ve 2 5 % m o re co n t e n t
- 53. @ P A G E S A U C E G e t yo u r ow n , make t hem big & add cont ext BETTER IMAGES Experience.
- 54. @ P A G E S A U C E 74% increase in understanding of your product MORE VIDEO Experience.
- 55. @ P A G E S A U C E Use Sc h ema.org (& o t her) semantic mar k up ADD STRUCTURE Experience.
- 56. @ P A G E S A U C E Fo r bo t h S E O & conversi on rat e GET FASTER Experience.
- 57. @ P A G E S A U C E Experience. GET FASTER Fo r bo t h S E O & conversi on rat e
- 58. @ P A G E S A U C E T h i n k m o bi l e -f i r st i n yo u r de si gn Experience. GET FASTER
- 59. User-led con t en t an swe r in g q ue st io n s base d o n SE O dat a @ P A G E S A U C E ECOMMERCE GAMEPLAN: T L D R . Know our audience Find their language Hyper-relevant, expert content Useful, fast shopping
- 60. Nielson Norman group “Today… brand is a subjective perception of value based on the sum of a person’s experiences with a product or company” @ P A G E S A U C E Why f al l down at t h e pro duct st age ? YOUR BRAND TLDR.
- 61. @ P A G E S A U C E @pagesauce T h an k yo u. charlie@ screamingfrog.co.uk