Mining your Search Keyword & Social
Data for new Revenue Opportunities
Bastian Grimm
Managing Partner
Grimm Digital

@basg...
London | 10–13 February 2014 | #SESLON | @SESConf

bg.vu/sesldn14
London | 10–13 February 2014 | #SESLON | @SESConf

LET’S DO THIS!
LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.SEARCHMETRICS.COM
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.UBERSUGGEST.ORG
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.SEMRUSH.COM
London | 10–13 February 2014 | #SESLON | @SESConf

GREAT! THANKS!
WHERE DO I GET SOME COFFEE?
London | 10–13 February 2014 | #SESLON | @SESConf

BACK TO THE BEGINNING…
IT ALL HAS TO START WAY EARLIER…!
London | 10–13 February 2014 | #SESLON | @SESConf

ALL PRODUCTS / SERVICES
London | 10–13 February 2014 | #SESLON | @SESConf

ALL (SUB-) CATEGORIES
London | 10–13 February 2014 | #SESLON | @SESConf

CREATE BUY CYCLE MODIFIERS
London | 10–13 February 2014 | #SESLON | @SESConf

It obviously depends on intent:
•
•
•
•
•

review(s), recommendation [p...
London | 10–13 February 2014 | #SESLON | @SESConf

CONSIDER COLORS, MATERIALS…
London | 10–13 February 2014 | #SESLON | @SESConf

TIME TO DIG DEEPER
USE YOUR INTERNAL SITE SEARCH DATA!
Credits: http://...
London | 10–13 February 2014 | #SESLON | @SESConf

ANALYTICS SITE SEARCH LOG
https://support.google.com/analytics/answer/1...
London | 10–13 February 2014 | #SESLON | @SESConf

SPLUNK LOGFILE ANALYSIS
www.splunk.com/download
London | 10–13 February 2014 | #SESLON | @SESConf

RELEVANSSI FOR WORDPRESS
www.relevanssi.com
London | 10–13 February 2014 | #SESLON | @SESConf

MATCH WITH YOUR CONTENT
DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?
London | 10–13 February 2014 | #SESLON | @SESConf

FAQ FOR INFORMATIONAL Q’S
30 FAQ Page Layouts: http://bg.vu/1cn6nRu
London | 10–13 February 2014 | #SESLON | @SESConf

FAQ FOR INFORMATIONAL Q’S
London | 10–13 February 2014 | #SESLON | @SESConf

IN SEO: DON’T TARGET IF…
…YOU CAN NOT FULLFILL THEIR EXPECTATIONS!
London | 10–13 February 2014 | #SESLON | @SESConf

ANYONE WANTS TO GUESS?
CONSIDER SEASONAL PATTERNS!
London | 10–13 February 2014 | #SESLON | @SESConf

OK, ONE MORE?
ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!
London | 10–13 February 2014 | #SESLON | @SESConf

IF YOU DON’T… START LOVING IT!
WARNING: LOCALIZED DELIMITERS & FUNCTION...
London | 10–13 February 2014 | #SESLON | @SESConf

SEOTOOLS FOR EXCEL
http://nielsbosma.se/projects/seotools/
London | 10–13 February 2014 | #SESLON | @SESConf

TIME FOR SOME SCALING
CREATIVITY COMBINED WITH TECH = WIN!
London | 10–13 February 2014 | #SESLON | @SESConf

SCRAPE Q&A SITES
E.G. QUORA CAN ASSIST IN FINDING RELATED TOPICS
Overvi...
London | 10–13 February 2014 | #SESLON | @SESConf

GET IT INTO A SPREADSHEET
=importxml(“https://www.quora.com/uggs/”;”//d...
London | 10–13 February 2014 | #SESLON | @SESConf

SUGGEST IS ALSO GREAT…
DON’T HIT ENTER TO SEE ‘EM!
Richard Baxter on Sl...
London | 10–13 February 2014 | #SESLON | @SESConf

WATCH YOUR COMPETITORS
A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!
London | 10–13 February 2014 | #SESLON | @SESConf

ONE-CLICK BROWSER HELPER
CHROME LINKCLUMP + FIREFOX MULTI LINKS
London | 10–13 February 2014 | #SESLON | @SESConf

WHAT ABOUT THEIR TITLES?
GET “INSPIRATION” FROM COMPETING TITLES AS WEL...
London | 10–13 February 2014 | #SESLON | @SESConf

SCREAMING FROG FTW!
STRIP OUT BRAND, SPLIT BY SEPERATOR(S), DONE.
http:...
London | 10–13 February 2014 | #SESLON | @SESConf

•
•
•
•
•

=htmTitle() [a site’s page title]
=htmlH1(), [a site’s main ...
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.SEARCHMETRICS.COM
London | 10–13 February 2014 | #SESLON | @SESConf

RESEARCH DB (240 MIO.)
SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH
London | 10–13 February 2014 | #SESLON | @SESConf

RELATED KEYWORDS
GREAT FOR SYNOYMS & NON-PHRASE MATCHES!
London | 10–13 February 2014 | #SESLON | @SESConf

RANKINGS > KWD FINDER
UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.
London | 10–13 February 2014 | #SESLON | @SESConf

GO CHECK THEIR API!
www.searchmetrics.com/en/api/
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.UBERSUGGEST.ORG
London | 10–13 February 2014 | #SESLON | @SESConf

USE GOOGLE TO SCRAPE…
GET IT HERE: bg.vu/gscrape
London | 10–13 February 2014 | #SESLON | @SESConf

IF YOU ARE A BIT OF A GEEK…
GOOGLE, BING, YAHOO & AMAZON AT ONCE!
Get t...
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.GREPWORDS.COM
London | 10–13 February 2014 | #SESLON | @SESConf

ANOTHER RESEARCH DB
SV LOCAL + GLOBAL, CPC, ETC.
London | 10–13 February 2014 | #SESLON | @SESConf

PLAIN & SIMPLE API
http://www.grepwords.com/api.php
London | 10–13 February 2014 | #SESLON | @SESConf

WWW.ALCHEMYAPI.COM
London | 10–13 February 2014 | #SESLON | @SESConf

GET ENTITIES BY URL
http://www.toprankblog.com/2014/01/ses-london-2014/
London | 10–13 February 2014 | #SESLON | @SESConf

MOST RELEVANT KEYWORDS
… AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?
London | 10–13 February 2014 | #SESLON | @SESConf

CLASSIFICATION ON SPEED…!
SENTIMENT & CATEGORY VIA API, YESSIR!
London | 10–13 February 2014 | #SESLON | @SESConf

YOU MADE IT… NICE!
NOW, PUT THIS ALL TOGETHER?
London | 10–13 February 2014 | #SESLON | @SESConf

=TRIM(LOWER(A1))

#1 CLEAN & COMBINE
DEDUPLICATE, CLEAN & JOIN DATA
Dup...
London | 10–13 February 2014 | #SESLON | @SESConf

=CONCATENATE("[",TRIM(A8),"]")

#2 NORMALIZE FOR EXPORT
TO GET EXACT MA...
London | 10–13 February 2014 | #SESLON | @SESConf

#3 USE KEYWORD PLANNER
BUT DON’T USE THE INPUT FIELD…
London | 10–13 February 2014 | #SESLON | @SESConf

WARNING: COMPARISON ONLY!
DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!
London | 10–13 February 2014 | #SESLON | @SESConf

=REPLACE(DownloadString("http://uk.api.semrush.com/?act
ion=report&type...
London | 10–13 February 2014 | #SESLON | @SESConf

EASIER: SEOGADGET FOR EXCEL
http://seogadget.com/tools/seogadget-for-ex...
London | 10–13 February 2014 | #SESLON | @SESConf

@basgr
Berlin-based Full-Service Performance Marketing Agency

SEO Trai...
London | 10–13 February 2014 | #SESLON | @SESConf

Some legal stuff… (Image Copyrights):
•
•
•
•
•
•
•
•
•
•

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Keyword Datamining & Research - SES London 2014

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My talk at SES London 2014 covering processes, ideas and tools for keyword data mining, keyword research as well as keyword categorization for additional revenue opportunities.

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Keyword Datamining & Research - SES London 2014

  1. 1. Mining your Search Keyword & Social Data for new Revenue Opportunities Bastian Grimm Managing Partner Grimm Digital @basgr London • 10–13 February 2014 • #SESLON @SESConf
  2. 2. London | 10–13 February 2014 | #SESLON | @SESConf bg.vu/sesldn14
  3. 3. London | 10–13 February 2014 | #SESLON | @SESConf LET’S DO THIS! LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…
  4. 4. London | 10–13 February 2014 | #SESLON | @SESConf WWW.SEARCHMETRICS.COM
  5. 5. London | 10–13 February 2014 | #SESLON | @SESConf WWW.UBERSUGGEST.ORG
  6. 6. London | 10–13 February 2014 | #SESLON | @SESConf WWW.SEMRUSH.COM
  7. 7. London | 10–13 February 2014 | #SESLON | @SESConf GREAT! THANKS! WHERE DO I GET SOME COFFEE?
  8. 8. London | 10–13 February 2014 | #SESLON | @SESConf BACK TO THE BEGINNING… IT ALL HAS TO START WAY EARLIER…!
  9. 9. London | 10–13 February 2014 | #SESLON | @SESConf ALL PRODUCTS / SERVICES
  10. 10. London | 10–13 February 2014 | #SESLON | @SESConf ALL (SUB-) CATEGORIES
  11. 11. London | 10–13 February 2014 | #SESLON | @SESConf CREATE BUY CYCLE MODIFIERS
  12. 12. London | 10–13 February 2014 | #SESLON | @SESConf It obviously depends on intent: • • • • • review(s), recommendation [pre-shopping] buy (online), purchase [shopping] data, datasheet [general informational q’s] cheap [esp. travel vertical] compare, comparison [esp. finance vertical] MORE BUY CYCLE MODIFIERS
  13. 13. London | 10–13 February 2014 | #SESLON | @SESConf CONSIDER COLORS, MATERIALS…
  14. 14. London | 10–13 February 2014 | #SESLON | @SESConf TIME TO DIG DEEPER USE YOUR INTERNAL SITE SEARCH DATA! Credits: http://bit.ly/1lpwe4X
  15. 15. London | 10–13 February 2014 | #SESLON | @SESConf ANALYTICS SITE SEARCH LOG https://support.google.com/analytics/answer/1012264
  16. 16. London | 10–13 February 2014 | #SESLON | @SESConf SPLUNK LOGFILE ANALYSIS www.splunk.com/download
  17. 17. London | 10–13 February 2014 | #SESLON | @SESConf RELEVANSSI FOR WORDPRESS www.relevanssi.com
  18. 18. London | 10–13 February 2014 | #SESLON | @SESConf MATCH WITH YOUR CONTENT DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?
  19. 19. London | 10–13 February 2014 | #SESLON | @SESConf FAQ FOR INFORMATIONAL Q’S 30 FAQ Page Layouts: http://bg.vu/1cn6nRu
  20. 20. London | 10–13 February 2014 | #SESLON | @SESConf FAQ FOR INFORMATIONAL Q’S
  21. 21. London | 10–13 February 2014 | #SESLON | @SESConf IN SEO: DON’T TARGET IF… …YOU CAN NOT FULLFILL THEIR EXPECTATIONS!
  22. 22. London | 10–13 February 2014 | #SESLON | @SESConf ANYONE WANTS TO GUESS? CONSIDER SEASONAL PATTERNS!
  23. 23. London | 10–13 February 2014 | #SESLON | @SESConf OK, ONE MORE? ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!
  24. 24. London | 10–13 February 2014 | #SESLON | @SESConf IF YOU DON’T… START LOVING IT! WARNING: LOCALIZED DELIMITERS & FUNCTIONS!
  25. 25. London | 10–13 February 2014 | #SESLON | @SESConf SEOTOOLS FOR EXCEL http://nielsbosma.se/projects/seotools/
  26. 26. London | 10–13 February 2014 | #SESLON | @SESConf TIME FOR SOME SCALING CREATIVITY COMBINED WITH TECH = WIN!
  27. 27. London | 10–13 February 2014 | #SESLON | @SESConf SCRAPE Q&A SITES E.G. QUORA CAN ASSIST IN FINDING RELATED TOPICS Overview of Q&A Sites: http://bg.vu/seslon14qa
  28. 28. London | 10–13 February 2014 | #SESLON | @SESConf GET IT INTO A SPREADSHEET =importxml(“https://www.quora.com/uggs/”;”//div[@class=‘question_text_icons’]”)
  29. 29. London | 10–13 February 2014 | #SESLON | @SESConf SUGGEST IS ALSO GREAT… DON’T HIT ENTER TO SEE ‘EM! Richard Baxter on SlideShare: http://bg.vu/1fTqfOA
  30. 30. London | 10–13 February 2014 | #SESLON | @SESConf WATCH YOUR COMPETITORS A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!
  31. 31. London | 10–13 February 2014 | #SESLON | @SESConf ONE-CLICK BROWSER HELPER CHROME LINKCLUMP + FIREFOX MULTI LINKS
  32. 32. London | 10–13 February 2014 | #SESLON | @SESConf WHAT ABOUT THEIR TITLES? GET “INSPIRATION” FROM COMPETING TITLES AS WELL
  33. 33. London | 10–13 February 2014 | #SESLON | @SESConf SCREAMING FROG FTW! STRIP OUT BRAND, SPLIT BY SEPERATOR(S), DONE. http://www.screamingfrog.co.uk/seo-spider/
  34. 34. London | 10–13 February 2014 | #SESLON | @SESConf • • • • • =htmTitle() [a site’s page title] =htmlH1(), [a site’s main headline] =htmlH2(), [a site’s secondary headline] =htmlMetaKeywords [people are really using these?] =htmlMetaDescription [some ideas for you copy?] SCRAPE CONTENTS W/ EXCEL! FETCH H1S, TITLES & METAS WITH SEO TOOLS
  35. 35. London | 10–13 February 2014 | #SESLON | @SESConf WWW.SEARCHMETRICS.COM
  36. 36. London | 10–13 February 2014 | #SESLON | @SESConf RESEARCH DB (240 MIO.) SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH
  37. 37. London | 10–13 February 2014 | #SESLON | @SESConf RELATED KEYWORDS GREAT FOR SYNOYMS & NON-PHRASE MATCHES!
  38. 38. London | 10–13 February 2014 | #SESLON | @SESConf RANKINGS > KWD FINDER UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.
  39. 39. London | 10–13 February 2014 | #SESLON | @SESConf GO CHECK THEIR API! www.searchmetrics.com/en/api/
  40. 40. London | 10–13 February 2014 | #SESLON | @SESConf WWW.UBERSUGGEST.ORG
  41. 41. London | 10–13 February 2014 | #SESLON | @SESConf USE GOOGLE TO SCRAPE… GET IT HERE: bg.vu/gscrape
  42. 42. London | 10–13 February 2014 | #SESLON | @SESConf IF YOU ARE A BIT OF A GEEK… GOOGLE, BING, YAHOO & AMAZON AT ONCE! Get the Script: http://bg.vu/16lines
  43. 43. London | 10–13 February 2014 | #SESLON | @SESConf WWW.GREPWORDS.COM
  44. 44. London | 10–13 February 2014 | #SESLON | @SESConf ANOTHER RESEARCH DB SV LOCAL + GLOBAL, CPC, ETC.
  45. 45. London | 10–13 February 2014 | #SESLON | @SESConf PLAIN & SIMPLE API http://www.grepwords.com/api.php
  46. 46. London | 10–13 February 2014 | #SESLON | @SESConf WWW.ALCHEMYAPI.COM
  47. 47. London | 10–13 February 2014 | #SESLON | @SESConf GET ENTITIES BY URL http://www.toprankblog.com/2014/01/ses-london-2014/
  48. 48. London | 10–13 February 2014 | #SESLON | @SESConf MOST RELEVANT KEYWORDS … AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?
  49. 49. London | 10–13 February 2014 | #SESLON | @SESConf CLASSIFICATION ON SPEED…! SENTIMENT & CATEGORY VIA API, YESSIR!
  50. 50. London | 10–13 February 2014 | #SESLON | @SESConf YOU MADE IT… NICE! NOW, PUT THIS ALL TOGETHER?
  51. 51. London | 10–13 February 2014 | #SESLON | @SESConf =TRIM(LOWER(A1)) #1 CLEAN & COMBINE DEDUPLICATE, CLEAN & JOIN DATA Duplicates in Excel: http://bg.vu/1gmd759 - VLOOKUP in Excel: http://bg.vu/1dC45xQ
  52. 52. London | 10–13 February 2014 | #SESLON | @SESConf =CONCATENATE("[",TRIM(A8),"]") #2 NORMALIZE FOR EXPORT TO GET EXACT MATCH SV YOU NEED TO ADD “[ & ]”
  53. 53. London | 10–13 February 2014 | #SESLON | @SESConf #3 USE KEYWORD PLANNER BUT DON’T USE THE INPUT FIELD…
  54. 54. London | 10–13 February 2014 | #SESLON | @SESConf WARNING: COMPARISON ONLY! DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!
  55. 55. London | 10–13 February 2014 | #SESLON | @SESConf =REPLACE(DownloadString("http://uk.api.semrush.com/?act ion=report&type=phrase_this&export=api&export_columns= Nq&key=$APIKEY&phrase=$KEYWORD");1;13;"") #2 CALL DIFF. APIS E.G. SEMRUSH VOLUME PER KEYWORD
  56. 56. London | 10–13 February 2014 | #SESLON | @SESConf EASIER: SEOGADGET FOR EXCEL http://seogadget.com/tools/seogadget-for-excel/
  57. 57. London | 10–13 February 2014 | #SESLON | @SESConf @basgr Berlin-based Full-Service Performance Marketing Agency SEO Trainings, Seminars & Strategy Consulting bg.vu/sesldn14
  58. 58. London | 10–13 February 2014 | #SESLON | @SESConf Some legal stuff… (Image Copyrights): • • • • • • • • • • Slide #01: Twitter Icon - PDSfolder.com (http://bit.ly/1ln8b32) Slide #02: © Fotolia.com Slide #03: © Africa Studio - Fotolia.com Slide #07: © Firma V - Fotolia.com Slide #08: Source - mymediawelt.de Slide #14: Source - http://bit.ly/1lpwe4X Slide #21: © Olivier Le Moal - Fotolia.com Slide #24: Excel Icon by Benjigarner (Vincent Garnier) Slide #26: © Jan the Manson - Fotolia.com Slide #50: Source - http://bit.ly/1eyjKnO
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