How to approach content strategy for eCommerce -Callum Lockwood

Transcript

1. How to approach content
   strategy for eCommerce
   Callum Lockwood
   

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2. Client partner at
   Re:signal & Data
   Journalist for
   SISTRIX
   2
   @calockwoody
   

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3. Strategy
   noun
   A plan of action designed to achieve a long-term
   or overall aim.
   3
   

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4. Strategy
   noun
   A plan of action designed to achieve a long-term
   or overall aim.
   4
   1. Founded in research
   2. Focused on the intended outcome
   a. Short-term objectives
   b. Long-term objectives
   3. Prioritised to deliver results
   

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5. Begin with the
   end in mind.
   5
   20%
   increase in organic
   traffic to PLPs
   1m
   annual sessions to
   informational
   content
   10%
   increase in overall
   organic traffic
   

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6. Content across the entire user journey
   6
   Informational Commercial
   Awareness Consideration Conversion
   “What type of running
   shoes do I need?”
   Page types
   ● Articles / blogs
   ● Guides
   ● Informational
   “Cushioned running shoes”
   Page types
   ● Category (PLP)
   ● Category hybrids
   “Gel Nimbus 25”
   Page types
   ● Product page
   ● Category (PLP)
   

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7. Retailers are missing
   informational search
   opportunities
   7
   6.6%
   of Retailers appear
   in informational
   SERPs
   https://www.sistrix.com/visibility-leaders/
   

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8. Create the framework
   for your content hub
   8
   

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9. We sell Running Shoes
   Our customers are:
   ● Starting out running
   ● Competing in races
   ● Wanting to train more effectively
   ● Sometimes getting injuries
   ● Running on different terrain
   9
   

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10. 10
    Running
    Advice
    Marathon training
    Injury prevention
    New to running Training programs
    Running shoe finder
    

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11. 11
    Keyword
    Research &
    SERP
    Analysis
    Topic
    Creation &
    Clustering
    Content
    Briefs &
    Production
    Not all SERPs will display informational
    content hubs
    

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12. 12
    Keyword
    Research &
    SERP
    Analysis
    Topic
    Creation &
    Clustering
    Content
    Briefs &
    Production
    Factor in existing content at this point, the
    briefs can be for rewriting where necessary
    

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13. 13
    Keyword
    Research &
    SERP
    Analysis
    Topic
    Creation &
    Clustering
    Content
    Briefs &
    Production
    Create clear briefs either for creating new
    or optimising existing content
    

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14. Leveraging category
    page opportunities.
    14
    

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15. 15
    Know your content format
    What on-page elements
    can I leverage?
    🔍 full suspension mountain bike
    

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16. 16
    Leveraging FAQs
    on PLPs can give
    you more SERP
    coverage
    🔍 espresso machine
    

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17. 17
    Maximising
    your category
    page coverage Your product
    listing pages
    (landing
    pages)
    Potential
    customers
    searching for
    products you
    sell
    Competitors will be
    occupying this space
    

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18. 18
    Crude but effective category
    gap analysis*
    1. Get your top 3, closest, competitors
    2. Crawl their PLPs and export their H1s (de-dupe)
    3. Crawl your PLPs and export your H1s
    4. Use VLOOKUP to find H1s missing on your site
    a. Bonus: filter the remaining H1s with regexmatch
    if there is a lot of irrelevants (e.g. show me all
    H1’s containing “bike”)
    5. Use this list of “missing” H1s to put together new
    categories
    *This doesn’t work for everyone (sorry!)
    

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19. 19
    Optimising existing
    ● Leverage your existing
    content format
    ● Optimise existing content
    to match current search
    intent
    ● Prioritise actions in your
    content strategy roadmap
    Creating new
    ● Highlight your content gaps
    ● Leverage existing CMS
    functionality to dynamically
    create pages
    ● Create a keyword content
    map
    A basic PLP content
    strategy outline
    

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20. 20
    Optimising existing
    ● Leverage your existing
    content format
    ● Optimise existing content
    to match current search
    intent
    ● Prioritise actions in your
    content strategy roadmap
    Creating new
    ● Highlight your content gaps
    ● Leverage existing CMS
    functionality to dynamically
    create pages
    ● Create a keyword content
    map
    A basic PLP content
    strategy outline
    

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21. 21
    Acknowledgement:
    85% of apparel
    keywords trigger
    Popular Products
    (US)
    🔍 mens trail running shoes (US)
    Product results where we used to mainly
    see category pages (PLPs)
    https://www.seoclarity.net/research/apparel-industry-search-results-dominated-by-google
    

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22. 22
    Mixed SERPs &
    navigational
    category pages
    🔍 (buy) home gym equipment
    

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23. 23
    When the keyword
    group mainly returns
    blended results,
    consider navigational
    categories.
    

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24. Actions for each stage of the user journey
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    Informational Commercial
    Awareness Consideration & conversion
    ● Create a content
    hub framework
    ● Research topics &
    SERPs
    ● Create content
    briefs
    ● Develop a quality content format (page layout)
    ● Conduct gap analysis for category pages
    ● Research content gaps on existing PLPs e.g. FAQs
    ● Create a list of “navigational” category opportunities
    ● Create content briefs to optimise existing and write
    new
    

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25. 25
    Prioritising content production
    against KPIs
    Priority Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
    Content optimisation task 1
    Content creation task 2
    Content optimisation task 3
    Content creation task 4
    Content optimisation task 5
    Content creation task 6
    

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26. Thank you.
    

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