0
Mining your Search Keyword & Social
Data for New Revenue Opportunities
Aleyda Solis
Head of Digital Strategy
WooRank

Lond...
London	
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  @SESConf	
  	
  
@twitterhandle

What?!

Identifying new ...
London	
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  @SESConf	
  	
  
@twitterhandle

Not a surprise!

Google’...
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@twitterhandle

Noooo!

Not provided kil...
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Your Current
Search & So...
London	
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  10–13	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Identify terms & keyword...
London	
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  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Under the “Search Querie...
London	
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  @SESConf	
  	
  
@twitterhandle

Relevant keywords? Low C...
London	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Select the Mobile search...
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@twitterhandle

http://bit.ly/19edu34

h...
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@twitterhandle

http://slidesha.re/1iNui...
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Truncated
Snippet

Make ...
London	
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  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Obtain a massive amount ...
London	
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@twitterhandle

Google Suggests
on Stero...
London	
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@twitterhandle

Download all the related...
London	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Use the previously ident...
London	
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  10–13	
  February	
  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Verify their level of co...
London	
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  10–13	
  February	
  2014	
  |	
  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Be careful with search
v...
London	
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  10–13	
  February	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

New Revenue
Opportunitie...
London	
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  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

Get the related keywords...
London	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Browse through your indu...
London	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Discover which are the k...
London	
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  10–13	
  February	
  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Identify the keywords dr...
London	
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  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

Expand your keywords wit...
London	
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  10–13	
  February	
  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Verify with SEMrush the ...
London	
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  10–13	
  February	
  2014	
  |	
  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Do you already have prod...
London	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Improve your social perf...
London	
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@twitterhandle

Percentage of content
sh...
London	
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Most shared content
in Social Networks
...
London	
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@twitterhandle

Your Twitter Communities...
London	
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  @SESConf	
  	
  
@twitterhandle

Where to hang with the i...
London	
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  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

The type of
content your...
London	
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  10–13	
  February	
  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Get to know the content ...
London	
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  10–13	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Use Simply Measured free...
London	
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  10–13	
  February	
  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Now you know which post
...
London	
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  10–13	
  February	
  2014	
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  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Learn which are the post...
London	
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  10–13	
  February	
  2014	
  |	
  #SESLON	
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  @SESConf	
  	
  
@twitterhandle

Check with LikeAlyzer wh...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

Review your page, your c...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

Content
formats and
topi...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

One last idea: Have you ...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

Gotta love the data we s...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

A small data gift: A pro...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@twitterhandle

Thank you! 

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Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

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In a multi-channel, multi-device and Not Provided age where can we go and how we can identify more revenue opportunity for our Search Marketing efforts? Take a look in this presentation!

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Transcript of "Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON"

  1. 1. Mining your Search Keyword & Social Data for New Revenue Opportunities Aleyda Solis Head of Digital Strategy WooRank London  •  10–13  February  2014  •  #SESLON  @SESConf
  2. 2. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle What?! Identifying new revenue opportunities seems to be more complex! So many channels, devices, competitors and changes based on behavior. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  3. 3. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Not a surprise! Google’s new Keyword Planner is harder to use and doesn’t give the same information than before. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  4. 4. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Noooo! Not provided killed a main source to follow-up and improve organic search keyword performance. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  5. 5. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Your Current Search & Social Activity Your Competitors Search & Social Activity Your Industry’s Audience Search & Social Activity New Revenue Opportunities It’s time to leverage all search and social, internal and external sources to identify new revenue opportunities. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  6. 6. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Identify terms & keywords variances already giving you visibility that you’re not targeting… and new mobile search opportunities! https://www.google.com/webmasters/tools/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  7. 7. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Under the “Search Queries” report in Google Webmaster Tools, go to the Top Pages tab directly. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  8. 8. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Relevant keywords? Low CTR? 
 Create specific content for them! Gather the relevant queries that give you impressions but with low CTR. Make sure to optimize or expand your Web content with them. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  9. 9. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Select the Mobile search filter, identify the keywords giving visibility per page and check if they correctly match your mobile content. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  10. 10. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle http://bit.ly/19edu34 http://mzl.la/LNj7tP Use a user agent switcher browser extension to easily verify your mobile search results. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  11. 11. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle http://slidesha.re/1iNuihC http://bit.ly/1iDFpKq Follow these mobile SEO guidelines to optimize your mobile targeted Web presence. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  12. 12. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Truncated Snippet Make sure your content is correctly optimized for the Mobile SERPs to connect with your audience, maximize your visibility and CTR. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  13. 13. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Obtain a massive amount of new keywords ideas relevant to your offering! http://tools.seochat.com/tools/related-keywords-tool/ https://serpiq.com/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  14. 14. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Google Suggests on Steroids Use SEOchat suggestion keyword finder to get relevant keywords ideas for your most profitable keywords. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  15. 15. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Download all the related keywords and aggregate them to build a consolidated keyword list. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  16. 16. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Use the previously identified keywords ideas to discover more using serpIQ and add them to your consolidated keyword list. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  17. 17. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Verify their level of competition, the competitors ranking for them already and their characteristics. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  18. 18. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Be careful with search volume information Check them with the Google Keyword Planner too, to potentially identify additional suggestions and have a search volume reference. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  19. 19. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle New Revenue Opportunities Aggregate everything in your consolidated list, eliminate duplicates and prioritize the most attractive terms from a profit to competition and search volume perspective. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  20. 20. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Get the related keywords you’re still not targeting from your own competitors! http://www.similarweb.com/ http://www.semrush.com/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  21. 21. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Browse through your industry’s top players traffic profile and search insights using SimilarWeb. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  22. 22. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Discover which are the keywords that are giving traffic to your competitors and you’re still not targeting. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  23. 23. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Identify the keywords driving traffic per channel and search source: image, maps, news, videos, organic and paid. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  24. 24. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Expand your keywords with SEMrush with the phrase match and related keywords report from your own domain and from your competitors. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  25. 25. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Verify with SEMrush the potential search volume, level of competition and seasonality for all of the identified keywords. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  26. 26. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Do you already have product pages and content formats optimized for these? Optimize & expand your content with the keywords, prioritizing according to current status, profit potential, search volume and competition level. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  27. 27. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Improve your social performance by learning from the shared content, popular networks, Twitter communities & influencers in your industry. https://socialcrawlytics.com/ http://tribalytics.com/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  28. 28. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Percentage of content shared per social network Crawl your competitors and your own site with SocialCrawlytics to identify which are the most popular social networks among your audience. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  29. 29. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Most shared content in Social Networks @twitterhandle Anchor text used to link the most shared pages Discover which has been the most shared content from your competitors and the amount of shares per social network, vs. yours. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  30. 30. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Your Twitter Communities Influencers by Community Topics & Location by Community Use Tribalytics to identify your Twitter communities and influencers. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  31. 31. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Where to hang with the influencers Use NerdyData to find out which are the sites where your influencers collaborate with. Build your own visibility by interacting there! Search Keyword & Social Data Mining by @Aleyda from @WooRank
  32. 32. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle The type of content your audience likes to share Which social network your audience uses Which are your communities and influencers Where your influencers collaborate and interact Now you know how to focus your content, with whom you should connect and where you should do it to maximize your social performance. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  33. 33. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Get to know the content format, topics and publishing time to maximize your Facebook visibility and engagement. http://simplymeasured.com/free-social-media-tools http://likealyzer.com/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  34. 34. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Use Simply Measured free Facebook competitive analysis report to analyze your Facebook engagement stats vs. your competitors. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  35. 35. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Now you know which post topics you should prioritize. See which have been their most popular Facebook posts and their performance vs. yours. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  36. 36. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Learn which are the post formats that work better. Download the reports to Excel where you can apply filters to them. Follow-up and archive periodically to track advancement. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  37. 37. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Check with LikeAlyzer which are the top performing pages in Facebook in your industry and learn from them. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  38. 38. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Review your page, your competitors & industry’s top performers to identify the existing gap between them and how to improve. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  39. 39. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Content formats and topics your audience prefers in Facebook Why your competitors get better results in Facebook and how you can too At what time you should post in Facebook to maximize your visibility Now you know which steps to take to improve your engagement and reach in Facebook. Search Keyword & Social Data Mining by @Aleyda from @WooRank
  40. 40. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle One last idea: Have you ever thought about going International? Check your current traffic and potential search volume from abroad! http://www.internationalseomap.com/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  41. 41. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Gotta love the data we still have. It’s time to identify new revenue opportunities with them! Your Current Search & Social Activity Your Competitors Search & Social Activity Your Industry’s Audience Search & Social Activity Search Keyword & Social Data Mining by @Aleyda from @WooRank
  42. 42. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle A small data gift: A profile from the UK targeted Websites analyzed with WooRank. http://www.woorank.com/state-wooweb-uk/ Search Keyword & Social Data Mining by @Aleyda from @WooRank
  43. 43. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @twitterhandle Thank you! 
 Do you have questions? You can download the slides from bit.ly/seslon-aleyda Search Keyword & Social Data Mining by @Aleyda from @WooRank
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