seo and conversion - a best practice guide
TRANSCRIPT
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SEO & ConversionA Best Practice Guide
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The Content Flywheel
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Best Practice: Check ListContent Checklist: Relevance: Is your content relevant to your user base;
is the content related to the overall topic of your site? Providing Insight: Are you helping your user answer a
question? What is the best product? Where is the best place to have Italian in London?
Unique: Is your content unique? Does your content differ from that of your competitors? What makes you better than the rest?
Shopping Experience: Consider the users purchase journey, are you helping your users find what they want to find?
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Best Practice: RelevanceThere will always be competition: Make yourself
distinct; be unique
Typically, sites which rank well in Google will receive traffic.
Use these sites as a benchmark
Olaf’s Top TipTry “longtail” keywords
first (Best pillows for bad
necks)
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Best Practice: Providing Insight
www.thesweethome.com
Content Checklist: Answer a question: Does your
content help answer a users question/problem? What value does your content offer the user?
Provide a recommendation/opinion: Your users trust your opinion, provide them with a concise and clear recommendation. Your are the subject matter expert!
Make it detailed: Make sure that your content is detailed. 600 words + should be the aim for great content.
Shopping Experience: Provide your user with a next step; when they have finished reading let them decide if they want to buy.
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Best Practice: Unique Leverage your
Passion!
Content Checklist: Custom Photos etc.: Don’t
always think of stock photos, provide your own photos and video. Make your site truly unique.
www.openclipart.org Make it your own: Share
your thoughts, likes/dislikes. Be honest with your users.
Be quirky: People like your site because they like your style; never be generic show your personality through content
www.spokeandco.co.uk
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Best Practice: Tips & Tricks
Evergreen Content: Curated content taken
from older articles
Boosts SEO & increases linking opportunities
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Best Practice: Back Links
Back Links: Network/Share/Link!
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Best Practice: CRO
Most basic way of linking to Amazon
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Best Practice: CRO
“How to” Content: Content which requires specific items
to engage in the activity described Engagement
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Best Practice: CRO
Multiple Path to purchase
Ideal Integration: Call to action to clear
High conversion rate
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Shopping Experience
Clear Image Amazon Logo
Clear Product Name
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Shopping Experience Editor Score
User Score
Multiple Retailers
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Shopping Experience
Prime: Leverage Amazon
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Shopping Experience
“Cut Price”
Build a sense of urgency: Help your users find the best
price
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Shopping Experience
Custom Photos (+Cat)
Custom Video (…
+Cat)
Multiples Retailers
Easy to navigate,
great content and clear call to
action
Content review
Cut Price
Availability
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Customer Journey
Your site visitor
Engages with a piece of content
The user is inspired by you’re your
recommendation
An Amazon “Call to Action” is present
Amazon converts the user to purchase
Opinions & Expertise
Clear CTA
Amazon Pedigree
Make it relevant
Great user experience = Return users
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Questions? Thank You