Keyword Research Ninja Tactics
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Keyword Research Ninja Tactics

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    Keyword Research Ninja Tactics Keyword Research Ninja Tactics Presentation Transcript

    • ............................................................................................................................................................................................... KEYWORD RESEARCH “NINJA” TACTICS “Now you’ve got the data, what are you going to do with it?” This presentation will give you the basic skills required to group and categorised different types of search terms. Understanding keyword groups is an important pre-requisite to reliable site architecture planning
    • ............................................................................................................................................................................................... THE PROBLEM WITH DATA Anyone can make a list! How do you make data actionable for SEO?
    • ............................................................................................................................................................................................... HOW DO YOU GET FROM KEYWORDS TO WEBSITES? Home Page About Electrical Travel Gifts Laptops Flights Birthday gifts TV Hotels Gifts for him Blue Ray Holidays Gifts for her
    • ............................................................................................................................................................................................... WHAT IF YOU COULD GROUP THOSE KEYWORDS TOGETHER SO THEY MADE SOME ACTIONABLE SENSE? Action Condition Brand Model Colour Location Buy Audi Black used S3 London 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 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
    • ............................................................................................................................................................................................... THE SEARCH DEMAND CURVE
    • 0 200000 600000 800000 1000000 1200000 1400000 1600000 400000 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 fiesta focus rs volvo 850 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 transit connect ferrari f430 porsche 924 ferrari 308 ka peugeot 107 renault kangoo peugeot 308 maserati 4200 alfa romeo 166 mazda 323 saab 9000 TOP BRAND / MODEL SEARCH APRIL 2011 ferrari 348 ford transit connect transit vans fusion ford fusion this link: http://seogadget.co.uk/how-to-make-a-pivot-table-and-chart-in-excel/ 6 1 26 21 16 11 Sum of Sum of Ranking AverageMaking a chart like this is just so insanely easy – Google “SEOgadget pivot charts” or follow Monthly ...............................................................................................................................................................................................
    • ............................................................................................................................................................................................... KEYWORD STRATEGY Brand Keywords Brand Model Keywords [brand] + “For Sale” [brand] + [model] [brand] + [model] + “For Sale” “Buy Used” + [brand] “Used” + [brand] + [model] “Used” + [brand] “Buy Used”+ [brand] + “[model]” [brand] + “Cars” [brand] + [model] + “Deals” “Used” + [brand] + “Cars” “Cheap” + [brand] + [model] Spotting patterns in a comprehensive long tail is an important step to defining longer tail dynamic site templates
    • ............................................................................................................................................................................................... AWESOME EXCEL QUERIES FIND() find text within text – this will give you the start number of the string of characters you’re looking for ISERROR() check whether a value is an error and return a false if there’s no error and true if there is NOT() changes false to true and true to false The trick with any Excel query is to play with each individual query string in turn. That way, when you build a nested query – you’ll know what to do if you need to debug
    • ............................................................................................................................................................................................... HOW DO I CATEGORISE MY KEYWORD DATA? Colour Location red london black nottingham white hull green leeds purple manchester blue birmingham silver glasgow yellow edinburgh Start by creating a table in MS Excel – call it “KWTYPES”
    • ............................................................................................................................................................................................... {ARRAY FORMULAS} “An array formula is a formula that works with an array, or series, of data values rather than a single data value” My Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword
    • ............................................................................................................................................................................................... ONE QUERY TO RULE THEM ALL {=NOT(ISERROR(FIND([KEYWORD-TYPES],$A2)))} Our query checks across an array for strings that can be found in the keyword in cell A2. The result is FALSE, because there are no matches
    • ............................................................................................................................................................................................... THE END RESULT 250 200 150 100 Total 50 0 Action Condition Brand Model Colour Location With an ability to see keywords that belong to a group, you can make a decision about your content groups – what dynamic pages are justified by the existence of search volume?
    • ............................................................................................................................................................................................... INCREASE YOUR DATA – IIMPROVE YOUR PERSPECTIVE Get a significantly more detailed viewpoint by: - Downloading all of your analytics (scrape all search volumes) - Use the suggest API to increase your KW list 10x - Capture search engine ranking - Build a sweet data set It’s not possible to tell you how to do all of this in a 12 minute presentation – we’ve made it easy for you at tools.seogadget.co.uk
    • ............................................................................................................................................................................................... WHY IS THIS AWESOME? “How do people search for products in my industry?” “What terms are most important to my site?” “Where are the quick wins? [Low hanging fruit]” “Are there any new types of search I didn’t know about?” “What are my search priorities for traffic generation?” “How do I group keywords into meaningful segments?”
    • ............................................................................................................................................................................................... AWESOME TOOLS FOR DATA Mergewords.com Ubersuggest Wonderwheel scraper SEOgadget KW research SMX London KW Tools Bundle http://bit.ly/jai89j
    • ............................................................................................................................................................................................... THANK YOU richard@seogadget.co.uk @richardbaxter Thanks for listening! Check out our blog at SEOgadget.co.uk for more actionable guides and tips – or hire us for SEO, Conversion Rate Optimisation and bespoke technology consulting.