The SERP is competitive and relatively varied, the competition is more and more complex and aggressive and therefore it is necessary to give more value to the content. Alexandre's talk explained how to produce a content strategy based on a competition analysis and advanced SERP.
12. #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
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How to do it
❏ Build clustered keyword lists
with multi-level
categorisation
❏ Run search volume
collection and comparison
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20. #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
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Grass lawn VS Gardening
Grass lawn
SERP opportunities
Gardening
SERP opportunities
VS
��
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Analysing competitors’ strategy
Competitors’
featured snippets
images, videos
and PAA
rankings on a
analysed
category.
Featured snippets
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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
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Top landing pages’ UX, type and content
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”
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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”
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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.
1
12RD
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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.
1 2
12RD 2RD
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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
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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.
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Compare the relevant intentions
Use intent analysis with SERP
opportunities to write the best
comparison content.
Help me
choose
‘how to’
‘need’
‘size’
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Compare the relevant intentions
Use intent analysis with SERP
opportunities to write the best
comparison content.
Add information filters in
descriptions.
Help me
compare
‘best’
‘comparison’
‘what’
Help me
choose
‘how to’
‘need’
‘size’
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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’
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Link content and products
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
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Link content and products
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
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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
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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...
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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)
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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)
42. #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