How to approach content strategy for eCommerce -Callum Lockwood

Transcript

1. How to approach content strategy for eCommerce Callum Lockwood
2. Client partner at Re:signal & Data Journalist for SISTRIX 2 @calockwoody
3. Strategy noun A plan of action designed to achieve a long-term or overall aim. 3
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
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
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)
7. Retailers are missing informational search opportunities 7 6.6% of Retailers appear in informational SERPs https://www.sistrix.com/visibility-leaders/
8. Create the framework for your content hub 8
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
10. 10 Running Advice Marathon training Injury prevention New to running Training programs Running shoe finder
11. 11 Keyword Research & SERP Analysis Topic Creation & Clustering Content Briefs & Production Not all SERPs will display informational content hubs
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
13. 13 Keyword Research & SERP Analysis Topic Creation & Clustering Content Briefs & Production Create clear briefs either for creating new or optimising existing content
14. Leveraging category page opportunities. 14
15. 15 Know your content format What on-page elements can I leverage? 🔍 full suspension mountain bike
16. 16 Leveraging FAQs on PLPs can give you more SERP coverage 🔍 espresso machine
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
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!)
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
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
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
22. 22 Mixed SERPs & navigational category pages 🔍 (buy) home gym equipment
23. 23 When the keyword group mainly returns blended results, consider navigational categories.
24. Actions for each stage of the user journey 24 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
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
26. Thank you.