Scaleable keyword research. How to quickly uncover how people search in your niche - Richard Baxter
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Scaleable keyword research. How to quickly uncover how people search in your niche - Richard Baxter

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    Scaleable keyword research. How to quickly uncover how people search in your niche - Richard Baxter Scaleable keyword research. How to quickly uncover how people search in your niche - Richard Baxter Presentation Transcript

    • “Scalable Keyword Research” “How to Quickly Uncover How People Search in Your Niche” Richard Baxter, Founder, SEOgadget
    • 0 1000 2000 3000 4000 5000 6000 7000 outdoor toys paddling pools "mini micro" scooter girls bikes baby swings baby swing kids scooters wendy house boys bikes * pedal go-karts childrens scooters wendy houses 3-wheel scooter 3 wheel scooter "wendy houses" kids motorbikes graco baby swing go karts for kids kids slides wendy houses for children baby trampoline childrens swings kids go karts play tents childrens outdoor toys play tent baby swing seat outdoor toys for kids kids outdoor toys fisher price baby swing charts trikes for toddlers bed tent baby swings and bouncers kids tents kids outdoor play equipment pop up tents for kids childrens ride on toys 3 wheeled scooter childrens tents girls bmx bikes outdoor toys direct cheap girls bikes childrens go karts WE’RE GOING TO BUILD THIS: kids garden toys garden toys for kids play tents for kids baby swing chair pedal cars for kids pop up play tent baby garden swing /#/ kids go kart outdoor baby swing 3 wheel scooters wooden outdoor toys toy castles for boys baby garden swingToday’s lesson: construct a beautiful chart just like this one using VLOOKUP and Pivot outdoor toys for toddlers 6 1 26 21 16 11 ...............................................................................................................................................................................................
    • ............................................................................................................................................................................................... THE BEAUTY OF UNCATEGORISED DATA Using your newly acquired uncategorised data to inspire you to define categories and group keywords is incredibly powerful. Don’t be scared of big data!
    • ............................................................................................................................................................................................... WHAT IF YOU COULD GROUP THOSE KEYWORDS TOGETHER SO THEY MADE SOME ACTIONABLE SENSE? Action Condition Colour Brand Model Location Buy Red Audi London used S3 If you can group keywords together, you can spot priorities in search behaviour that might allow you to confidently construct a site architecture
    • ............................................................................................................................................................................................... IF YOU UNDERSTAND TOP SEARCH TERMS BY CATEGORY, YOU CAN MAKE DECISIONS ABOUT YOUR WEBSITE Action Condition Brand Model Colour Location buy Audi Black find BMW Green search Porsche White compare Yellow locate Blue review S3 rate used London A3 new Nottingham X5 second hand Peterborough 911 If you can group keywords together, you can spot priorities in search behaviour that might allow you to confidently construct a site architecture
    • ............................................................................................................................................................................................... NOW, YOU CAN DEFINE YOUR KEYWORD STRATEGY BY CREATING NEW PAGE TYPES “cars” Home Page “used cars” “cars for sale” Manufacturer pages “Audi” “BMW” Location pages “Porsche” “used cars in [location]” Product pages “[location] used cars” “BMW Z3 Blue Seattle” “[MANUFACTURER] [MARQUE] [COLOUR]” Understanding the make up of your user’s search behaviour is an important step to defining longer tail dynamic site templates
    • ............................................................................................................................................................................................... LET’S DO SOME Time to do a live demonstration – take a look at these two posts for further info: http://seogadget.co.uk/how-to-make-a-pivot-table-and-chart-in-excel/ and http://www.seomoz.org/blog/keyword-research-using- categories
    • Tools for keyword research My favourite tools for the keyword research process
    • ............................................................................................................................................................................................... GOOGLE ADWORDS API PLUGIN FOR EXCEL 1) You’ll need an API Key: http://code.google.com/apis/adwords/ 2) Download: http://seogadget.co.uk/google-adwords-plugin-excel/ 3) Sit back and generate your keyword volumes =getAdWordStats() =getAdWordIdeas() Capture search volumes and seasonality data straight into Excel http://seogadget.co.uk/google-adwords-plugin-excel/
    • ............................................................................................................................................................................................... USE GOOGLE CHROME FOR MANUAL KEYWORD RESEARCH It doesn’t take long to build a data set of ~5000 keywords even with the Google keyword tool.
    • ............................................................................................................................................................................................... AWESOME: SEO TOOLS FOR EXCEL =HtmlH1() =HtmlH2() =HtmlTitle() =HtmlMetaDescription() =HtmlMetaKeywords() =FacebookLikes() =httpStatus() =XPathOnUrl() Check out Neils Bosma’s awesome SEOtools for Excel. AWESOME. http://nielsbosma.se/projects/seotools/
    • ............................................................................................................................................................................................... ALCHEMY Download this tool: http://bit.ly/alchemyexcel and get an Alchemy API key here: http://www.alchemyapi.com/api/register.html
    • ............................................................................................................................................................................................... As you identify new categories and areas you’d like to explore, try generating a list of very specific terms using mergewords.com
    • ............................................................................................................................................................................................... GOOGLE SUGGEST Ubersuggest. THE Google suggest scraper tool. Also scrapes Google News!
    • ............................................................................................................................................................................................... GOOGLE SUGGEST SCRAPING http://suggest.thinkpragmatic.net/?source=web&query=seo&language =English%2FUK&format=html //span[@class=keyword web ] Use this xPath in Google Docs to generate a related keywords list, fast!
    • ............................................................................................................................................................................................... MOST LIKED URLS = CONTENT IDEAS Import XML Sitemap > Fetch FaceBook Likes > Get post titles Using =FacebookLikes() can rapidly increase your understanding of what visitors to competitor sites will like (http://nielsbosma.se/projects/seotools/ )
    • ............................................................................................................................................................................................... WHERE DO I RANK FOR THESE KEYWORDS? Rank checking is never perfect, but If you’re using a decent proxy service located in the correct host location, the data is useful – especially for measuring visibility by keyword group / content type
    • ............................................................................................................................................................................................... YOU CAN GET RANKINGS VIA GDOCS Check out the point made by Tom Critchlow about the use of the &time query for larger scrapes here: http://seogadget.co.uk/playing-around-with-importxml-in-google-spreadsheets/
    • ............................................................................................................................................................................................... QA FORUMS ARE AWESOME FOR BLOG POST IDEAS http://www.seomoz.org/q/browse?utf8=%E2%9C%93&visibility=0&time_range=0&sor t=0&x=54&y=9&limit=10 View this Gdocs spreadsheet: http://bit.ly/9Fs7aF via: http://seogadget.co.uk/playing-around-with-importxml-in-google-spreadsheets/
    • ............................................................................................................................................................................................... SUGGEST SCRAPING Use concatenate to form query URL then: =XPathOnUrl([URL],"//li") Separate into columns using the “;” delimiter. In theory this would work with any XML style search suggest output...
    • ............................................................................................................................................................................................... GENERATE CONTENT IDEAS 1. Google Discussions 2. Google News 3. Bing News (best match) 4. Bing News (most recent) 5. Digg (most dugg) 6. Digg (most recent) 7. Reddit (Top) 8. YouTube Top Rated 9. Topsy Latest Tweets 10. Topsy Latest Top Trending Tweets 11. Blog Catalog 12. Yahoo Answers (most answered) 13. Twittorati Search 14. AllThingsNow (Most popular FB shares) 15. Fark (latest) 16. Fark (most popular) 17. How Stuff Works 18. Redux 19. Helium 20. Cracked 21. Wiki Answers Using Google Docs to generate awesome content ideas: http://seogadget.co.uk/using-google-docs-to-generate-hot-content-strategies/
    • ............................................................................................................................................................................................... GOOGLE INSIGHTS CSV http://www.google.com/insights/search/overviewReport?q=snowboards&cmpt=q&content=1&export=1 Inspired by Wil at Seer: http://www.youtube.com/user/wilreynolds#p/u/7/KCKHJADqDRk
    • ............................................................................................................................................................................................... EXTRACT INSIGHTS RISING AND TOP SEARCHES =importXML("http://www.google.com/insights/search/overviewReport?q=burton%20snowboards&c mpt=q&content=1", "//div[@class=elementInCompositeTall]") And that is how we do that: https://docs.google.com/spreadsheet/ccc?key=0Aj4U6wmYE1X6dGdhZ2VxUGFmc2hBVFBNa0R 2WTh1M0E&hl=en_US
    • ............................................................................................................................................................................................... LEARN HOW PEOPLE ARE ASKING QUESTIONS I like this! https://freekeywords.wordtracker.com/keyword-questions
    • ............................................................................................................................................................................................... KEYWORD RESEARCH HOW TO IDEAS You can use this process for blog content ideas – at least it’s a start! Use markers that indicate a research intent such as “guide”, “how to” etc. Don’t forget that surveys, your own long tail, Google suggest and QA are great sources of inspiration, too.
    • Examples of actionable Now you’ve seen the process, and the tools, let’s turn the data into actionable insight…
    • 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 ford fiesta ford focus peugeot 106 peugeot 206 ford mondeo peugeot 306 focus ford focus rs secondhand ford focus ford ka peugeot 205 honda s2000 peugeot 307 fiat 500 fiesta cars galaxy porsche 944 focus cars mondeo cars porsche 911 ford galaxy alfa romeo 147 alfa romeo 156 peugeot 207 peugeot 406 ka cars rover 200 - Which internal pages receive traffic from organic search fiesta - Which of those pages are not featured on the homepage? focus rs volvo 850 - Can we validate search volumes by combining search data? transit van secondhand ford ka ford ranger peugeot 407 alfa romeo 159 mondeo porsche 928 ferrari 599 fiesta zetec s saab 900 focus st ford s-max fiesta st porsche 968 106 gti galaxy 105 home-page-links-homepage-seo/ transit connect ferrari f430 porsche 924 ferrari 308 ka peugeot 107 renault kangoo peugeot 308 maserati 4200 alfa romeo 166 mazda 323 saab 9000 ferrari 348 ford transit connect transit vans fusion ford fusion 1 6 26 11 WHAT LINKS SHOULD I FEATURE ON MY HOMEPAGE?How to choose your homepage links: http://seogadget.co.uk/choosing-your- 21 Sum of Sum of Ranking 16 Average Monthly ...............................................................................................................................................................................................
    • ............................................................................................................................................................................................... HOW TO DECIDE ON YOUR NAVIGATION 7000 1 Suggested Navigational Structure 6000 Category: Outdoor toys 6 5000 11 • Children’s Bikes 4000 • Girls Bikes 16 • Boys Bikes 3000 • Paddling Pools 21 • Scooters 2000 • Kids Scooters 1000 26 • 3-Wheel Scooters • Mini Micro Scoters 0 • Wendy Houses • Play Houses • Play Tents • Toy Castles • Kids Motorbikes • Go Karts • Pedal Go Karts • Pedal Cars • Kids Quad Bikes Subcategory name • Swings • Baby Swings • Garden Games Category name Sub-Sub Category name • Climbing Frames • See Saws • Slides • Toddler Scooters If you’ve built bullet proof categorisation in your keyword research, you can start thinking about putting your navigational structure together
    • Low hanging fruitMy favourite filter: Keywords that rank around the bottomof page 1 or around the top of page that that are receiving organic search traffic could be extremely valuable
    • ............................................................................................................................................................................................... Row Labels Sum of SEARCH VOLUME Sum of GOOGLE RANK Sum of VISITS fathers day gifts 9900 9 12 RANK >15th <5th fire pit 5400 8 14 door stops 4400 12 127 big boys toys 4400 14 29 birthday gifts for men 2400 9 16 HAS ADWORDS candle making kits 1600 10 167 folding shoes 1000 11 9 SEARCH VOLUME bar accessories 1000 10 31 black and blum 880 10 14 cyber clean 880 13 11 HAS ANALYTICS aroma home 880 9 56 dad gifts 720 11 8 ENTRIES fire pits uk 720 13 7 boys gifts 590 11 83 experience days uk 590 10 7 HAS COMMERCIAL digital keyring 480 14 23 VALUE? addict-a-ball 480 13 18 For extra points, run your low hanging fruit terms through Google Suggest, fetch the rankings and search volumes for your site and re-apply the low hanging fruit filter!
    • ............................................................................................................................................................................................... MY OLDEST MOST FAVOURITE TRICK IN THE BOOK. I love this trick. Look down the tail of referring keywords to your pages and rewrite the content to include those terms. It’s old-school but it works!
    • Thanks for listening! Richard Baxter, Founder, SEOgadget Come and see us at SearchLove London. 24th and 25th October 2011Twitter: @richardbaxterBlog: seogadget.co.ukEmail me: richard@seogadget.co.uk