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Keyword Research for Professionals - SMX Stockholm 2012

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  • 1. KEYWORD RESEARCH FOR PROFESSIONALS Richard Baxter, Founder, SEOgadget
  • 2. ............................................................................................................................................................................................... Keyword research is not just data
  • 3. ............................................................................................................................................................................................... It’s learning how people search for your products and where they are
  • 4. ............................................................................................................................................................................................... It’s learning what content you have and what content you need
  • 5. ............................................................................................................................................................................................... To create an actionable outcome.
  • 6. ............................................................................................................................................................................................... This is how I do keyword research
  • 7. ............................................................................................................................................................................................... Gather Group Analyse Report
  • 8. ............................................................................................................................................................................................... Data Gathering, Listening Tools Processes and Tricks
  • 9. ............................................................................................................................................................................................... GOOGLE ADWORDS API PLUGIN FOR EXCEL =getAdWordStats() =getAdWordIdeas() Capture search volumes and seasonality data straight into Excel http://seogadget.co.uk/google-adwords-plugin-excel/
  • 10. ............................................................................................................................................................................................... EXPAND: SUGGEST SERVICE IN SWEDEN The ArrayGetAdwords ideas query fetches suggested keywords from the Adwords API for ANY country code
  • 11. ............................................................................................................................................................................................... Stage 1 – Data Gathering Tools, Processes and Tricks http://www.google.com/trends/
  • 12. ...............................................................................................................................................................................................
  • 13. ............................................................................................................................................................................................... Find the conversation: http://seogadget.com/tools/content-strategy-generator/
  • 14. ...............................................................................................................................................................................................
  • 15. ............................................................................................................................................................................................... Yahoo Clues: http://clues.yahoo.com/
  • 16. ............................................................................................................................................................................................... Search flow – what do people search for before and after their search?
  • 17. ............................................................................................................................................................................................... GATHER / ANALYSE YOUR UGC AND THEN RETARGET WITH CONTENT Read: http://justinbriggs.org/content-based-retargeting- strategy
  • 18. ...............................................................................................................................................................................................
  • 19. ............................................................................................................................................................................................... Social listening and identifying people
  • 20. ............................................................................................................................................................................................... http://www.tweetarchivist.com/
  • 21. ............................................................................................................................................................................................... http://www.tweetarchivist.com/
  • 22. ...............................................................................................................................................................................................
  • 23. ............................................................................................................................................................................................... We learned rather quickly that our target market tend to share similar content
  • 24. ............................................................................................................................................................................................... Back to the data bit…
  • 25. http://ahrefs.com/...............................................................................................................................................................................................
  • 26. ............................................................................................................................................................................................... COMPETITOR KW EXTRACTION BY SITE CRAWL Grab all of your competitors keywords: http://seogadget.com/extract-your-competitor- keyword-strategy-excel-skills/
  • 27. ............................................................................................................................................................................................... EXTRACTING KEYWORDS WITH XENU =LEFT([@Title],FIND(" for sale",[@Title],1)) =MID([@Title],1,FIND("on Auto",[@Title],1)-1) Large, optimised sites are often extremely predictable. If you can extract the data (and if it’s easy to get search data) then why not give this a shot?
  • 28. ............................................................................................................................................................................................... YOU HAVE TO LEARN THESE + http://seogadget.com/tools/the-links-api-extension-for-mozscape/ And http://nielsbosma.se/projects/seotools/
  • 29. ............................................................................................................................................................................................... WHAT DO PEOPLE LIKE? 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/ )
  • 30. ............................................................................................................................................................................................... DON’T CLICK SEARCH http://www.slideshare.net/wilreynolds/do-real-company-stuff-mozcon-2012-version
  • 31. ............................................................................................................................................................................................... QUORA SUGGEST SCRAPING Use concatenate to form query URL then: =XPathOnUrl([URL],"//li") Google Docs style Xpath scraping is easily possible. Separate into columns using the “;” delimiter. In theory this would work with any XML style search suggest output...
  • 32. ............................................................................................................................................................................................... ALCHEMY Download this tool: http://bit.ly/alchemyexcel and get an Alchemy API key here: http://www.alchemyapi.com/api/register.html - use a website’s top pages report (OSE) 
  • 33. ............................................................................................................................................................................................... MORE KEYWORDS! Alchemy is particularly awesome at tagging and categorising content. It can be used to identify entities in content (http://www.alchemyapi.com/api/entity/) and it has a very powerful content scraper (http://www.alchemyapi.com/api/scrape/) which can extract content without the use of xPath
  • 34. ............................................................................................................................................................................................... 2500 POPULAR INTERNAL SITE SEARCH TERMS 70% 60% 2000 50% 1500 40% 30% 1000 20% 500 10% 0 0% Check out the start pages report in GA – what pages do people search on? What terms do they use and do they find what they’re looking for?
  • 35. ............................................................................................................................................................................................... CAPTURE RANKINGS IN GDOCS Check out the point made by Tom Critchlow about the use of the &time query for larger scrapes here: http://seogadget.com/playing-around-with-importxml-in-google-spreadsheets/
  • 36. ............................................................................................................................................................................................... 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.com/playing-around-with- importxml-in-google-spreadsheets/ then learn how to do the job properly: http://www.distilled.net/blog/distilled/guide-to-google-docs-importxml/
  • 37. ............................................................................................................................................................................................... How do I find low competition, high volume keywords?
  • 38. http://pro.seomoz.org/tools/keyword-difficulty/...............................................................................................................................................................................................
  • 39. ............................................................................................................................................................................................... SEOGADGET MOZSCAPE API EXTENSION FOR EXCEL LINKS API EXTENSION FOR EXCEL SEOgadget.com/mozscape
  • 40. ...............................................................................................................................................................................................
  • 41. ............................................................................................................................................................................................... My process
  • 42. ............................................................................................................................................................................................... GET AWR CONFIGURED AND READY 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
  • 43. ............................................................................................................................................................................................... Here’s how I have my proxies configured in this installation of AWR
  • 44. ............................................................................................................................................................................................... Grab my organic keywords
  • 45. ............................................................................................................................................................................................... Grab keywords from search metrics (including my competitors)
  • 46. ............................................................................................................................................................................................... Searchmetric’s long tail keyword data is extremely useful – export it here.
  • 47. ............................................................................................................................................................................................... Paste the data into Excel and create tables with CTRL+L
  • 48. ...............................................................................................................................................................................................
  • 49. ............................................................................................................................................................................................... GOOGLE SUGGEST Ubersuggest. THE Google suggest scraper tool. Also scrapes Google News!
  • 50. ............................................................................................................................................................................................... Scrape Ubersuggest with XPathonURL. Simples!
  • 51. ............................................................................................................................................................................................... INSTANT keyword expansion: http://ubersuggest.org/?query=seo&format=html&language=English%2FUK&source=web AND =XPathOnUrl(CONCATENATE($A$3,$B$7,$A$4),"//ul/li/span")
  • 52. ...............................................................................................................................................................................................
  • 53. ............................................................................................................................................................................................... Create a master table of all keywords, being careful to deduplicate your list.
  • 54. ...............................................................................................................................................................................................
  • 55. ............................................................................................................................................................................................... Paste all of the keywords into AWR and get rank checking!
  • 56. ............................................................................................................................................................................................... Import your ranking data into Excel – name the table “rankings”
  • 57. ............................................................................................................................................................................................... Name your impressions data from GWMT in a table called “impressions”
  • 58. ............................................................................................................................................................................................... Let’s begin to construct a data table…. Use VLOOKUP and IFERROR to fetch data from each of your tables
  • 59. ............................................................................................................................................................................................... Using the adwords API extension to get web and mobile search volume in Sweden…
  • 60. ............................................................................................................................................................................................... Our completed “master” data table ready for categorisation…
  • 61. ............................................................................................................................................................................................... Data Categorisation
  • 62. ............................................................................................................................................................................................... Consulting Tech / Excel Guides CRO Wordpress
  • 63. ............................................................................................................................................................................................... WHAT SORT OF TERMS MIGHT INDICATE… CONSULTING INTENT? “Agency” “Consultant” “Links” “SEO”
  • 64. ............................................................................................................................................................................................... BUILD A KEYWORD TYPES LIST Our completed “master” data table ready for categorisation… http://www.seomoz.org/blog/keyword-research-using-categories
  • 65. ............................................................................................................................................................................................... KEYWORD CATEGORISATION QUERY =IF(SUM(NOT(ISERROR(FIND(KW Types!$A$2:$A$4,$A2)))*1)>0,C$1,"Non-"&LOWER(C$1)) found in this cell Return a start of anything in Prettify the position this range output Our query checks across an array for strings that can be found in the keyword in cell A2. The output uses the column name to return a easy to understand label.
  • 66. ............................................................................................................................................................................................... Beautiful, categorised data – we’re discovering things!
  • 67. ............................................................................................................................................................................................... Analysis (Strategic and IA)
  • 68. ............................................................................................................................................................................................... http://seogadget.com/how-to-make-a-pivot-table-and-chart-in-excel/
  • 69. 1000 2000 4000 5000 6000 7000 3000 0 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 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 LEARN HOW TO BUILD THIS: kids garden toys garden toys for kids play tents for kidsBeautiful, categorised data – we’re discovering things! 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 swing outdoor toys for toddlers 6 1 26 16 11 21 ...............................................................................................................................................................................................
  • 70. ............................................................................................................................................................................................... CONVERTING CATEGORIES INTO NAVIGATION 7000 1 Suggested Navigational Structure Category: Outdoor toys 6000 6 • Children’s Bikes • Girls Bikes 5000 • Boys Bikes 11 • Paddling Pools • Scooters 4000 • Kids Scooters 16 • 3-Wheel Scooters 3000 • Mini Micro Scoters • Wendy Houses • Play Houses 21 • Play Tents 2000 • Toy Castles • Kids Motorbikes 1000 26 • Go Karts • Pedal Go Karts • Pedal Cars 0 • Kids Quad Bikes • Swings • Baby Swings • Garden Games • Climbing Frames • See Saws • Slides • Toddler Scooters • Toddler Trikes • Trampolines If you’ve built bullet proof categorisation in your keyword research, you can start thinking about putting your navigational structure together
  • 71. ............................................................................................................................................................................................... And be visual! Wireframe the outcome.
  • 72. ............................................................................................................................................................................................... IDENTIFY YOUR LOW HANGING FRUIT Keywords that rank in the top 30 that that are receiving organic search traffic could be extremely valuable Low hanging fruit – the easiest and potentially highest value keywords in terms of ROI, if you have the content...
  • 73. Product URL + Revenue............................................................................................................................................................................................... Average ranking Combining Average Ranking with Total Monthly revenue on product pages can indicate where to focus your link building activity…
  • 74. ............................................................................................................................................................................................... Build awareness of rich snippets, image, video and local results…
  • 75. ...............................................................................................................................................................................................
  • 76. ............................................................................................................................................................................................... How many of my top referring keywords from organic (Google) search have rich snippets in their SERPS?
  • 77. ............................................................................................................................................................................................... Top 500 Referring Keywords for SEOgadget that Compete With a Review Snippet on Page 1 snippet no snippet Ok, no surprise here. In SEOgadget’s top 500 referring keywords from Organic search, 13% have a rich snippet on Page 1 of the search results.
  • 78. ............................................................................................................................................................................................... Top 500 Referring Keywords for a UK Ecomm Site that Compete With a Review Snippet on Page 1 snippet no snippet Wow – Less than 9% of the top 500 search queries to this UK retail site DO NOT have rich snippets on page 1
  • 79. ............................................................................................................................................................................................... A GOOGLE SEARCH RESULT IN NON-JS VIEW With JS disabled, Google’s serps use class=“star” – when the value is “.”, there’s a rich snippet in the SERP.
  • 80. ............................................................................................................................................................................................... THE QUERY =(IF (XPathOnUrl([@Column1], "//div[contains(@class, star)]“ )=".","snippet","no snippet") Use this with SEO Tools for Excel. Massive thanks and hat tip to Daniel Butler (@Dbseo) for finding the “.” 
  • 81. ............................................................................................................................................................................................... THE DATA Is there a review snippet in the top 10 results for this Query?
  • 82. ............................................................................................................................................................................................... RESULTS PAGES THAT DONT HAVE SNIPPETS Wait, these results pages don’t have rich snippets of any kind? That’s nice to know…
  • 83. ............................................................................................................................................................................................... Build image, video, local and shopping results into your data set
  • 84. ............................................................................................................................................................................................... IN AWR: Run a Universal Search campaign in Advanced Web Ranking, and use “split the result type” in the export settings…
  • 85. ............................................................................................................................................................................................... COMBINE ALL THE DATA Image, Video and Shopping results count In the top 30 Think about how you can use this – where saturated results exist, pick off non-image and video results. Where no snippets exist, target those.
  • 86. THANK YOU Richard Baxter, Founder, SEOgadgetTwitter: @richardbaxterBlog: seogadget.co.ukEmail: richard@seogadget.co.uk