Build SEO content strategy based on SERP and competitive analysis - Search Leeds 2019 Talk
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The document outlines a strategy for optimizing e-commerce SEO content through SERP and competitive analysis. It emphasizes the importance of categorized keyword lists, SERP data collection, and understanding user intent to enhance content production and improve conversion rates. A case study illustrates the successful implementation of this strategy, resulting in a significant increase in web traffic and turnover for an e-commerce client.
Build SEO content strategy based on SERP and competitive analysis - Search Leeds 2019 Talk
- 1. alexandresigoigne Build e-commerce content strategy based on SERP and competitive analysis Alexandre SIGOIGNE // Myposeo // @sigauss
- 2. #searchleeds @myposeo @sigauss Quick introduction ★ Co-founder @Myposeo ★ GM @Webedia ★ Speaker & organiser @WeLoveSEO19 ★ Mountain lover (walk up only) ★ 2010 BBQ World Champion 2
- 3. #searchleeds @myposeo @sigauss Optimise e-commerce SEO content strategy through SERP and competitor analysis: what does this mean? 3
- 4. #searchleeds @myposeo @sigauss Annual ranking factors 4
- 5. #searchleeds @myposeo @sigauss Annual ranking factors Does anyone currently use these? 5
- 6. #searchleeds @myposeo @sigauss The best advice from Google ? 8
- 7. #searchleeds @myposeo @sigauss Current e-commerce content strategy Content on hub pages Content on product pages Filters and facets Internal linking Sometimes an inspirational guide or blog 12
- 8. #searchleeds @myposeo @sigauss Build a new strategy using what Google provides us… 13
- 9. #searchleeds @myposeo @sigauss 15 What (SEO) content strategy needs and/or Time... ● to compare (products) ● to write (content ideas) Money for... ● hitting targets (conversions) ● the right tools Time £ Money £
- 10. #searchleeds @myposeo @sigauss Increase your SERP analysis 16 💪
- 11. #searchleeds @myposeo @sigauss How to do it ❏ Build clustered keyword lists with multi-level categorisation 18
- 12. #searchleeds @myposeo @sigauss How to do it ❏ Build clustered keyword lists with multi-level categorisation ❏ Run search volume collection and comparison 19
- 13. #searchleeds @myposeo @sigauss How to do it ❏ Build clustered keyword lists with multi-level categorisation ❏ Run search volume collection and comparison ❏ Run SERP & ranking data collection for keywords, groups and competitors 20
- 14. #searchleeds @myposeo @sigauss Categories keywords search vol. images videos news maps PAA FSnippets /Exterior furniture 185 944k 8% 0% 0% 2% 0% 0% /Blinds 320 245k 6% 1% 0% 4% 0% 4% /Gardening 224 203k 11% 2% 0% 6% 1% 10% /Fences 309 7k 13% 1% 0% 2% 0% 5% /Greenhouses 150 122k 7% 1% 0% 1% 0% 1% /Grill 235 163k 6% 1% 0% 1% 1% 7% /Chainsaw and pruner 220 140k 6% 2% 0% 0% 0% 6% /Strimmer 104 136k 6% 3% 0% 0% 0% 7% /Grass Lawn 225 90k 7% 5% 0% 2% 2% 36% /Seeds 400 110k 4% 5% 0% 1% 2% 32% Categorised SERP analysis 21
- 15. #searchleeds @myposeo @sigauss 22 Grass lawn VS Gardening Grass lawn SERP opportunities Gardening SERP opportunities VS ��
- 16. #searchleeds @myposeo @sigauss 23 Analysing competitors’ strategy Competitors’ featured snippets images, videos and PAA rankings on a analysed category. Featured snippets
- 17. #searchleeds @myposeo @sigauss 25 Introducing the ‘pixel ranking’ concept Use ‘pixel rankings’ and visibility above the fold to prioritise best queries and content, optimising CTR. Query : “Flower seeds” 775px
- 18. #searchleeds @myposeo @sigauss 27 Top landing pages’ UX, type and content Types of page & UX analysis (top 10 to 30) Types of landing page (product, blog, hub, home) How many blogs or articles in 1st google SERP? Formats & size & elements 3 shopping results - 12% 8 organic - 45% - 2 editorial pages - 5 hub pages - 1 home page 2 videos - 12% 3 google maps - 24% 6 images - 4% 1 ad - 3% Query : “grass seed”
- 19. #searchleeds @myposeo @sigauss 30 Top landing pages’ UX, type and content Results 1 & 2 are the 2 first organic results. Result 1 is around 2,100 words + 3 images. Result 2 is around 1,400 words + 11 images. Result 3 is a hub page. 1 2 3 12RD 2RD 0RD
- 20. #searchleeds @myposeo @sigauss 31 Using SERP to find content ideas Use People Also Ask and featured snippets in SERP to build your content production plan and organise landing pages.
- 21. #searchleeds @myposeo @sigauss 34 Compare the relevant intentions Use intent analysis with SERP opportunities to write the best comparison content. Add information filters in descriptions. Help visitors choose between you and you ;) Help me compare ‘best’ ‘comparison’ ‘what’ Help me choose ‘how to’ ‘need’ ‘size’ Help me buy ‘where’ ‘price’ ‘guarantee’
- 22. #searchleeds @myposeo @sigauss 37 Link content and products Focus on top products. Onpage User eXperience is the key to optimising conversion rates. Add to cart + remarketing are the killer “features”. header menu breadcrumb TITLE (H1) short description TITLE (H2) description image CTA description image CTA top 5 products 3 more articles 1 2 3 4 5
- 23. #searchleeds @myposeo @sigauss 39 Key points ★ You selected keywords; ★ You grouped them into multi-level categories; ★ You found opportunities with SERP, volumes and competitors’ data; ★ You selected the best topics and queries; ★ You identified which formats to produce for the identified categories / keywords; ★ You defined how many pages you need in order to perform... Let’s WRITE (and track)
- 24. #searchleeds @myposeo @sigauss 40 OK Google, does it really work?
- 25. #searchleeds @myposeo @sigauss 42 OK Google, does it really work? User case study ★ DIY e-commerce client with no content strategy (only product / hub pages) ★ 12 month project (2018) ★ 1,200 content pages created (100/month) on 35 categories ★ Product integration in content (comparison / push) Results From 0 to 36k sessions/week 780k sessions in year 1 70% from organic searches +16% turnover
- 26. #searchleeds @myposeo @sigauss Thank you. 43 slideshare.net/myposeo/ as@myposeo.com @myposeo @sigauss Let’s talk aboutMyposeo atstand 2 @SearchLeeds