Understanding your audience;Agile thinking & our contentKerboo webinar 15th December 2015

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Charlie Williams

Head of Marketingcharlie (at) white.net@pagesauce

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Previously on SEMRush…

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Content = our best method to offer a unique experience in markets increasingly filled with similar products

Putting the audience firstWe can harness the power of our audience to build better contentexperiences

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A story…About how I learnedto make content

A story…

to make content

with ferries

About how I learned

What I’ve built…

ferries to FranceWhat I’ve built…

ferries from Franceferries to FranceWhat I’ve built…

France ferriesferries from Franceferries to FranceWhat I’ve built…

France ferriesferries from Franceferries to France

And more… oh dearcross-channel ferries

What I’ve built…

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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/content/future-seo-topics-instead-keywords

& content marketing

SEO content, keyword research, UX, content strategy, social media,

= Content development

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Agile

Richard Prowsehttps://gathercontent.com/blog/adopting-agile-approach-content

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

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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

But…Agile’s for developers, right?

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content marketing & agile approach

SEO content, keyword research, UX, content strategy, social media,

= Content development

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https://moz.com/blog/user-behaviour-data-as-a-ranking-signalhttp://searchengineland.com/meet-rankbrain-google-search-results-234386

Build great content= the new content is king…

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Product pagesHow do we make these great?

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Challenging or new industriesWhat counts as great content?

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Helping the audience

needs?

So, how do we create content that actually serves our audience’s

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Questions

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When you do a search, you generally want an answer

Gabriel Weinberg

http://www.fastcompany.com/3026698/inside-duckduckgo-googles-tiniest-fiercest-competitor

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Types of searches

Listening to the audience

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Understand what is working;what does your audience enjoy?

Google Analytics

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Understand what is working;what does your audience enjoy?

Google Analytics

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What’s earned your audience’s interest?

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What’s earned your audience’s interest?

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talking about?What is our audienceTopsy

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content

User testingEye-opening insight into what your audience wants from your

https://www.usertesting.com/product/videos-and-metrics

Surveys

want & incentiviseAsk your audience what they

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SurveyMonkey www.surveymonkey.com

SurveyGizmo www.surveygizmo.com

Google https://www.google.co.uk/forms/about/ https://www.google.com/insights/consumersurveys/home

http://www.siegemedia.com/google-consumer-surveys-for-content-marketers

questions

QuestionsCompetitor FAQs & Quora for researching common

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http://faqfox.com/

User-centred

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

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keyword researchQuality keyword research unveils your audience’s needs

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User-centred

http://en.wikipedia.org/wiki/User-centered_design

“design tries to optimise the product around how users can, want, or need to use the product”

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SEMrushDig into the topics your competitors earn traffic with

http://refugeeks.com/semrush/

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Google TrendsIs this a growing topic?

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Scrape Google suggest

Kewordtool.io

KeywordKiwi

Ubersuggest

Scrape Google suggest

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Ask the audience

http://answerthepublic.com/

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User stories

audience wants, & map the journey Take your personas, & what your

https://gathercontent.com/blog/adopting-agile-approach-contenthttps://www.gov.uk/service-manual/agile/writing-user-stories.html

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http://seedkeywords.com/

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User stories

https://yougov.co.uk/profiler

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WireframesBe able to show how your contentwill work

Balsamiq Mockups

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http://backlinko.com/skyscraper-technique

An exampleTo get your own ideas going

Tell your stories of your product

product or service

Content can be about the user experiences to be had with your

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Agile thinkinghelps our SEO in two ways:Focus on one issue at a time,& helping us understand the audience, so we know what to make

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User-led content = useful contentUseful to audience = Google’s aim

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charlie (at) white.net

THANK YOUQuestions?@pagesauce