SearchLeeds 2019 - Shyam Dattani - Searchmetrics - Search, the easy way: The content sales-person analogy explained

•

2 j'aime•555 vues

SEO is simple, or at least is should be. Shyam Dattani's SearchLeeds talk shows you why your content needs to act more like a salesperson for your product and shows you the process of making that happen.

Marketing

@StillShyam
Simple Search:
The Sales Content
Person Analogy
Explained

Searchmetrics
Made with love in Berlin
More than 300 passionate people
Innovator in SEO Software since 2005

Shyam Dattani
Director of Searchmetrics UK / FR
Work with Brands and Agencies across
the globe on their Digital Strategy and
Corporate Growth
Self confessed Data Geek with a
passion for the ever evolving world of
Digital.

@StillShyam
searchmetrics.com/searchleeds-2019
Get the Slides

@StillShyam
Online Vs. In-Store
In-Store Online via Search
• Branding
• Loyalty
• Word of Mouth
• Advertising
• Accident
• Ranking for as much
positive content
(Keywords + Topics) that
adds to the likelihood of a
sale.
• Being seen

@StillShyam
• 1,780,000 results
• Only 10 results
get Traffic
"samsung galaxy s7“ price
Online Excess

@StillShyam
Google wants to give the people exactly what they want
QUICKLY

@StillShyam
Google Updates
Focus on Their Mission

@StillShyam
Don’t Bing it unless you want to Bong it

@StillShyam
So how can we be User-Centric ?
Users have no patience and won’t wait to search
around your site and find what they need. They
want to be spoon-fed, and lead by the hand.

@StillShyam
Poor UX is never a good thing?

@StillShyam
So how can we be User-Centric ?
They didn’t come to admire your work but to
accomplish their intention

@StillShyam
So how can we be User-Centric ?
Glengarry Glen Ross

@StillShyam
So how can we be User-Centric ?

@StillShyam
So how can we be User-Centric ?
1. What does the user want?

@StillShyam
So how can we be User-Centric ?
1. What does the user want?
2. How are they searching?

@StillShyam
So how can we be User-Centric ?
1. What does the user want?
2. How are they searching?
3. How can I serve the content to best meet 1 & 2?

@StillShyam
How can I serve the content to best meet 1 & 2?

@StillShyam
Content Relevance?
Content is relevant when it provides answers to as
many questions as possible, and when it deals with
the most important aspects of a topic. The best
way to serve the content depends on the intent.

@StillShyam
Content Relevance?
Shorter Content: Pesto Ingredients
Single Information: What time is the Chelsea Match?
Images: Halloween Costume Ideas
Videos: How to contour like Kim Kardashian

@StillShyam
So how can we be User-Centric ?
1. What does the user want?
2. How are they searching?
3. How can I serve the content to best meet 1 & 2?
4. Google’s R&D – If They Rank - It Works

@StillShyam
Google’s R&D – If they Rank – It Works

@StillShyam
Answer the Questions – Content Salesman
• Do you have it in store?
• General Information
• Comparisons
• Technical Details
• Personal Advice
• Warranty / Aftercare
• Add-Ons

@StillShyam
Answer the Questions – Content Salesman

@StillShyam
Sell, Upsell, Cross-sell that Content

@StillShyam
QuestionsRequests
Concerns Problems
General Interest

Contenu connexe

Plus de SearchLeeds

Running a client-side RFP process can be a daunting task. How do you ask the right questions and unlock the right answers? How do you manage your time so it’s not swallowed up by several people asking for the same information? A client-side marketer that’s also worked at a search agency, Matt Holmes has identified 8 key steps to lead you towards a successful, considerate, and mutually beneficial RFP process.

SearchLeeds 2019 - Matt Holmes - How to run a great request for proposal (RFP...

SearchLeeds

SearchLeeds 2019 - Laura Hogan - There’s Nothing Wrong With Being A Vulture –...

SearchLeeds

Google first announced that website speed would become a ranking factor way back in 2010, but yet there’s been no evidence of it clearly having an impact. So to find out if speed and performance do indeed affect rankings, Delete’s SEO R&D team ran an experiment. They wanted to know if rankings could be ‘hacked’ by improving speed and performance and if they could, what it would take to do it. In this talk Polly shares exactly what her team did and more importantly what they achieved. From migrating to HTTP2 and advanced image manipulation, to ‘hacks’ for the handling of critical resources, all the crucial tactics involved that were needed to achieve a top performance score will be covered with real examples.

SearchLeeds 2019 - Polly Pospelova - How to hack rankings with page speed opt...

SearchLeeds

SearchLeeds 2019 - Lukasz Zelezny - The Butterfly Effect in SEO

SearchLeeds

What if you could build a CMS with features that are made specifically to answer a specific cluster of search intents around a product. In Fabrizio's SearchLeeds talk he covers early technical learnings from building a SEO friendly CMS from ground up (how TransferWise designed ahreflang, indexing, picking the right tech stack, structured data features) but also how they now are able to scale our efforts by moving set of product pages into a dedicated service run by APIs and testing framework.

SearchLeeds 2019 - Fabrizio Ballarini - TransferWise - Building, hacking and ...

SearchLeeds

SearchLeeds 2019 - Rob Smith - DQ&A - Demystifying in-housing for advertisers...

SearchLeeds

SearchLeeds 2019 - Luke Carthy - Killler CRO tips with a SEO web crawler

SearchLeeds

The need for speed is increasing, especially on mobile. At a time where mobile-users expect their needs to be met within 3 seconds, why do we find ourselves falling much shorter on this? Luke's SearchLeeds talk highlights the current standards delivered by industries on mobile, the differing standards we see cross-device, how shortfalls ultimately impact businesses and what we can do to ensure we deliver optimal mobile site speed performance. He also looked at existing and upcoming tools and technologies that we have at our disposal.

SearchLeeds 2019 - Luke Monaghan - Site speed: Time to meet the mobile expect...

SearchLeeds

SearchLeeds 2019 - Will Hobson - Edit Agency - Why social media should be par...

SearchLeeds

While most marketers are au fait with research methods like Social Listening and regularly take insights from traditional research methods like focus groups and surveys, search data is way too often associated with little more than SEO and PPC planning. By ignoring the attitudes, motivations and behaviours that consumers display when they search, businesses are missing out on a wealth of incredibly valuable insight which comes for free. Sophie's talk looked at the linguistic cues that audiences use when searching within a number of different industries, as well as the broad insights that we as marketers should be looking out for when handling Google data.

SearchLeeds 2019 - Sophie Coley - Search Listening: Why and how you should be...

SearchLeeds

SearchLeeds 2019 - Laura Bartlett - House of Coco Magazine - Why social media...

SearchLeeds

SearchLeeds 2019 - Myposeo - Alexandre Sigoigne - Build SEO content strategy ...

SearchLeeds

SearchLeeds 2019 - Sam Marsden - Deepcrawl - Overcoming technical seo challen...

SearchLeeds

Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return? Sarah will look at how you can break out of the single-channel vacuum and build strategies that not only adapt to customer intent but also competitor movements and messaging to make sure you never spend a £1 more than you need to.

SearchLeeds 2019 - Sarah barker - One Search – combining your organic and pai...

SearchLeeds

Many developers are in love with JavaScript. It enables them to quickly build and launch prototypes to create and scale engaging online experiences. But there’s a huge cost to JavaScript, both in the strain it places on client platforms that have to run it and web platforms – like search engines – that try to make sense of it. In a very profound way, JavaScript is a direct threat to the free and open web. But that doesn’t have to be a bad thing. In fact, JavaScript has helped open our eyes to the dangers besieging the web, stirring a hornet’s nest of activism. On top of that, JavaScript keeps a legion of SEOs gainfully employed as developers build & launch web apps but pay little heed to the need to drive traffic. In this talk, Barry Adams will explain exactly why JavaScript is evil, but how we as web professionals can gain from it – both in terms of continued work, and as a catalyst to ensure the web remains open and free from manipulation by governments and corporations.

SearchLeeds - Barry Adams - JavaScript is ruining the web (And I love it)

SearchLeeds

Dandelions, to paraphrase Cory Doctorow, indiscriminately fire thousands of seeds off into the sky at the slightest breeze, without any care for where they’re heading and whether they’ll get a hospitable reception when they touch down. That’s basically how marketers treat content, Steve's SearchLeeds talk shows you several repeatable methodologies you can implement and increase the chances that your on-site and off-site content land with your audience. You’ll learn how better planning and measurement will make you and your content worth more to your business.

SearchLeeds 2019 - Stephen Kenwright - Content marketing frameworks

SearchLeeds

In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam introduces you to Google Data Studio and SuperMetrics, showing you how to visualise data from different channels easily, helping you to use data to dictate where you should allocate your marketing budgets and more.

SearchLeeds 2019 - Sam Noble - Put your money where your data is

SearchLeeds

Taking the giant leap into international SEO is both daunting and full of potential banana skins. Matt Barby's SearchLeeds talk helps makes the leap a little less daunting for you, and so that you avoid many of the common mistakes that are made. Packed full of examples, you’ll see how many of the top companies in the world have approached their international setup and how you can decide which is right for you.

SearchLeeds 2019 - Matt Howells-Barby - Everything you need to know before sc...

SearchLeeds

SearchLeeds 2019 - Jen Hoffman - DeepCrawl - The business value of technical SEO

SearchLeeds

To navigate Google’s several hundred ranking factors and signals, SEOs often create staggeringly vast audit recommendations without taking a client’s industry, available resources and current circumstances into account. This can have a serious negative effect on revenue streams and ROI. Bastian Grimm's SearchLeeds talk explained how to intelligently prioritise these measures according to impact. He shared his tips, tricks and best practices based on over 200 audits that his team implemented over the past 3 years, broken down by industry/vertical. No more trial and error – here’s how to apply an SEO strategy that’s effective, efficient and truly tailored to your needs.

SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t

SearchLeeds

Plus de SearchLeeds (20)