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.

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
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3. #searchleeds @myposeo @sigauss
Optimise e-commerce
SEO content strategy
through SERP and
competitor analysis:
what does this mean?
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Annual ranking factors
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Annual ranking factors
Does anyone currently use these?
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The best advice from Google ?
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The best advice from Google ?
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The best advice from Google ?
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Current e-commerce content strategy
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Current e-commerce content strategy
Content on hub pages
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Current e-commerce content strategy
Content on hub pages
Content on product pages
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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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Build a new strategy
using what Google
provides us…
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What (SEO) content strategy needs
Time...
● to compare (products)
● to write (content ideas)
Time

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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 £

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Increase your SERP analysis
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💪

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How to do it
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How to do it
❏ Build clustered keyword lists
with multi-level
categorisation
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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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21. #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
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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

24. #searchleeds @myposeo @sigauss 24
Introducing the ‘pixel ranking’ concept
775px

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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”

27. #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”

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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

30. #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

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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’

34. #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’

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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

36. #searchleeds @myposeo @sigauss 36
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

38. #searchleeds @myposeo @sigauss 38
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...

39. #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)

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OK Google, does it really work?

41. #searchleeds @myposeo @sigauss 41
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

43. #searchleeds @myposeo @sigauss
Thank you.
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@myposeo
@sigauss
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