Agile thinking & your content:

Optimise Oxford 14th April 2016

12 TIPS IN 7 MINUTES

@PAGESAUCE

CHARLIE WILLIAMS

Head of Marketing

charlie (at) white.net@pagesauce

slideshare.net/pagesauce

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

helps organisations… focus on meeting user needs, prioritising delivery and helping people to collaborate

AGILE:

https://gathercontent.com/blog/adopting-agile-approach-content

RICHARD PROWSE

@PAGESAUCE

is about creating fast iterations of products based on the feedback of real users - Prioritise features for users over everyone else

AN AGILE PROJECT:

GOV.UKhttps://gathercontent.com/blog/adopting-agile-approach-content

@PAGESAUCE

IN OTHER WORDS:Agile thinking encourages us to think of the user first. This lets us build better content & website experiences

@PAGESAUCE

SEO?

@PAGESAUCE

USER-FIRST CONTENT = WIN

SEO?

@PAGESAUCE

PPC?USER-FIRST CONTENT = WIN

@PAGESAUCE

Social media?USER-FIRST CONTENT = WIN

@PAGESAUCE

Email?USER-FIRST CONTENT = WIN

@PAGESAUCE

UX or CRO?USER-FIRST CONTENT = WIN

@PAGESAUCE

@PAGESAUCE

TOP 3 RANKING FACTORS

1A. Content (RELEVANCY) 1B. Links (AUTHORITY) 3. Rankbrain (USER SIGNALS)

http://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882

@PAGESAUCE

CONTENT QUALITY:Do you provide a reason for people to spend more than a few seconds reading your pages? Do you offer real value, something of substance to visitors, that is unique, different, useful and that they won’t find elsewhere?

http://searchengineland.com/guide/seo/content-search-engine-rankinghttp://blog.searchmetrics.com/us/2015/12/02/quality-update-phantom-3/

@PAGESAUCE

PLENTY OF CLUES

eat

http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdfhttp://searchengineland.com/the-quality-update-google-confirms-changing-how-quality-is-assessed-resulting-in-rankings-shake-up-221118

https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html

EXPERTISE

AUTHORITATIVENESS

TRUSTWORTHINESS

@PAGESAUCE

YOU SHOULD CARE ABOUT LINKS

https://moz.com/search-ranking-factorshttp://backlinko.com/search-engine-ranking

@PAGESAUCE

BUT CONTENT HELPS YOU BUILD LINKS

http://pointblankseo.com/link-building-strategieshttp://backlinko.com/link-building

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

1.HAVE YOU DEFINED YOUR AUDIENCE YET?

@PAGESAUCE

PERSONAS

https://yougov.co.uk/profileslite

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

2.CAN WE ASK WHAT THE AUDIENCE WANTS?

@PAGESAUCE

SURVEYS

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

3.WHAT QUESTIONS DOES OUR AUDIENCE ASK?

@PAGESAUCE

QUESTIONS

COMPETITOR FAQS PLUS Q&A SITES TO RESEARCH COMMON QUESTIONS

@PAGESAUCE

FAQ FOX

http://www.webpagefx.com/seo-tools/faqfox/

@PAGESAUCE

USER CENTRIC KEYWORD RESEARCH

http://www.momentology.com/7216-user-centric-keyword-research-topics/

@PAGESAUCE

4.WHO IN THE BUSINESS KNOWS OUR AUDIENCE?

@PAGESAUCE

ASK THE SALES TEAM

@PAGESAUCE

ASK THE CUSTOMER SERVICE TEAM

@PAGESAUCE

WHAT STORIES CAN BE TOLD ABOUT OUR PRODUCT?

@PAGESAUCE

5.CAN WE ANSWER THE PUBLIC?

@PAGESAUCE

@PAGESAUCE

http://answerthepublic.com/seeds/186997

@PAGESAUCE

6.WHAT CAN SCRAPE FROM GOOGLE SUGGEST?

@PAGESAUCE

GOOGLE SUGGEST KEYWORD TOOLS

keywordtool.io

contentforest.com /keywordkiwi

ubersuggest.io

@PAGESAUCE

7.WHAT CAN DO COMPETITOR KEYWORD TARGETS TELL US?

@PAGESAUCE

SEMRUSH

http://refugeeks.com/semrush/http://www.momentology.com/7216-user-centric-keyword-research-topics/

@PAGESAUCE

8.WHAT ARE THE SEARCH TRENDS IN OUR TOPIC?

@PAGESAUCE

IS THIS A GROWING TOPIC?

@PAGESAUCE

9.WHAT DOES AMAZON TELL US OUR AUDIENCE NEEDS ARE?

@PAGESAUCE

HUGE RESOURCE OF AUDIENCE MINDSET INSIGHT

@PAGESAUCE

10.CAN WE PRETEND WE’RE OUR AUDIENCE?

@PAGESAUCE

SEED KEYWORDS

http://seedkeywords.com/

@PAGESAUCE

11.WHAT DO WE KNOW THE AUDIENCE HAS LIKED?

@PAGESAUCE

WHAT HAVE THE AUDIENCE FOUND INTERESTING?

http://buzzsumo.com/

@PAGESAUCE

http://ahrefs.com/

@PAGESAUCE

BACKLINK CHECKING

@PAGESAUCE

12.WHAT DOES OUR CURRENT AUDIENCE SAY?

@PAGESAUCE

GOOGLE ANALYTICS IS YOUR FRIEND

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

@PAGESAUCE

https://www.google.com/webmasters/tools/home

@PAGESAUCE

@PAGESAUCE

BONUS.WHAT DO THEY LIKE ABOUT OUR SITE?

@PAGESAUCE

USER TESTING

@PAGESAUCE

THANK

YOUCHARLIE@WHITE.NET

CHARLIE WILLIAMS

@PAGESAUCE

QUESTIONS?