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Stephen Kenwright - London Affiliates Conference

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Stephen Kenwright, Director or Search at Branded3 looks and 'Strategic keyword research and analysis' in his presentation for the London Affiliates Conference: http://www.igbaffiliate.com/events/london-affiliate-conference

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Stephen Kenwright - London Affiliates Conference

  1. 1. @stekenwright Strategic keyword research and analysis Stephen Kenwright @stekenwright
  2. 2. @stekenwright 39.3 21.3 13.0 35.2 18.7 11.7 19.5 5.6 2.8 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Google Bing Yahoo! Total audience Desktop audience Mobile audience UK audience of search engines (millions) March 2016 Source: comScore
  3. 3. @stekenwright Download Bing Ads Intelligence
  4. 4. @stekenwright Bing Ads Intelligence Get new keyword ideas Get traffic estimates
  5. 5. @stekenwright Instant keyword research
  6. 6. @stekenwright Age and gender
  7. 7. @stekenwright Keyword insights Desktop
  8. 8. @stekenwright Keyword insights Smartphone
  9. 9. @stekenwright Mobile
  10. 10. @stekenwright Percentage of search engine users searching on mobile March 2016 Google 50% Bing 26% Source: Ofcom
  11. 11. @stekenwright 70.0 61.2 63.2 47.9 40.2 79.0 68.9 60.4 52.2 48.7 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 18-24 25-34 35-44 45-54 55+ Male Female Average time online on a smartphone Hours in March 2016 Source: Ofcom
  12. 12. @stekenwright 29.3 46.3 44.3 38.0 31.5 25.6 30.4 35.5 34.2 28.4 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 15-24 25-34 35-44 45-54 55+ Male Female Average time online on a laptop/desktop Hours in March 2016 Source: Ofcom
  13. 13. @stekenwright Proportion of UK adults with a smartphone Q1 2014 61% Q1 2016 71% Source: Ofcom
  14. 14. @stekenwright Number of 4G subscriptions UK Q4 2013 2.7m Source: Ofcom Q4 2014 23.6m Q4 2015 39.5m
  15. 15. @stekenwright At home 68% At work 9% On the go 17% In store 2% Other 4% Where are you when you search on your mobile? Source: Think with Google
  16. 16. @stekenwright Both at home and outside 66% Mainly at home 16% Only at home 8% Only out of home 1% Mainly out of home 9% Where do you use the internet on your phone? Source: Ofcom
  17. 17. @stekenwright 3% 2% 7% 13% 17% 19% 18% 22% 0% 5% 10% 15% 20% 25% Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight When do mobile searches occur? Source: Think with Google
  18. 18. @stekenwrightSource: Think with Google Still looking for information…not a checkout process.
  19. 19. @stekenwright
  20. 20. @stekenwright Mobile 48% Desktop 44% Tablet 8% Device split for a spread betting site
  21. 21. @stekenwright Conversion rate Client example Mobile 6.79% Desktop 4.30% Tablet 4.57%
  22. 22. @stekenwright What did Mobile-Friendly really do?
  23. 23. @stekenwright Traffic trends Client example Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
  24. 24. @stekenwright Mobile rate of growth Client example 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
  25. 25. @stekenwright Mobile 40% Tablet 23% Desktop 37% Search volume by device Search volume vs. actual traffic Client example Mobile 14% Tablet 36% Desktop 50% Organic data sources
  26. 26. @stekenwright Ranking position Client example: mobile vs. desktop -9000 -8000 -7000 -6000 -5000 -4000 -3000 -2000 -1000 0 1000
  27. 27. @stekenwright Search engines crawl the web#1 Store the individual crawled pages in an index Determine which pages are relevant #2 #3 User enters a search Ranks and displays results#4
  28. 28. @stekenwright Check ranking positions and pages Use a ranking tool that gives ranking page as well as position. This information is available in SEMrush or Moz. Here 200 means ‘not ranking on the top 20 pages.’ Keyword Ranking Page Position 04-Mar laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8 cataract surgery https://www.opticalexpress.co.uk/cataract-surgery 26 laser eye surgery cost https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6 eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 19 cataract operation https://www.opticalexpress.co.uk/cataract-surgery 88 lasik 200 eye laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 10 laser eye treatment https://www.opticalexpress.co.uk/laser-eye-surgery 10 lasik eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 12 cataracts surgery https://www.opticalexpress.co.uk/cataract-surgery 37 laser eye surgery reviews https://www.opticalexpress.co.uk/laser-eye-surgery-information/laser-eye-surgery-reviews 7 laser eye surgery risks https://www.opticalexpress.co.uk/laser-eye-surgery 26 cataract symptoms https://www.opticalexpress.co.uk/eye-health/eye-conditions/cataracts 32 how much is laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6 lens replacement surgery https://www.opticalexpress.co.uk/lens-surgery 6 laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 22 lens replacement https://www.opticalexpress.co.uk/lens-surgery 5 lazer eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8
  29. 29. @stekenwright No ranking position = no relevant page. We should create one. Ranking – but outside the top 20 – suggests Google understands you have a page about the topic but it is not well optimised. We can improve this. #1 #2 Where the wrong page is ranking we should look at improving our preferred page (and look at internal linking). #3 Make some assumptions
  30. 30. @stekenwright Find your average position Filter out non-ranking positions (in this case 200) so you’re just left with what ranks. Find the average ranking position (using the Σ button). You’ll see everything you’re relevant for and a mean ranking for those keywords… …so you can assume that if you create content targeting a keyword that doesn’t currently rank it will probably rank in this position after a few weeks.
  31. 31. @stekenwright Do the same with competitors (using the same keywords) to demonstrate the authority of their content vs. your own.
  32. 32. @stekenwright Click Through Rate model Paste your click through rate model into Sheet 2 Use VLOOKUP to apply CTR from Sheet 2 to the ranking position. You should then see an estimate of how much traffic you currently get for each keyword… …and estimate how much traffic each new page will be worth to you. Position CTR 1 19.35% 2 15.09% 3 11.45% 4 8.68% 5 7.21% 6 5.85% 7 4.63% 8 3.93% 9 3.35% 10 2.82% 11 3.06% 12 2.36% 13 2.16% 14 1.87% 15 1.79% 16 1.52% 17 1.30% 18 1.26% 19 1.16% 20 1.05% 21 0.86% 22 0.75% 23 0.68% 24 0.63% 25 0.56% 26 0.51% 27 0.49% 28 0.45% 29 0.44% 30 0.36%
  33. 33. @stekenwright Make your own branded3.com/blog/calculate-true-ctr-wmt
  34. 34. @stekenwright 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Desktop CTR
  35. 35. @stekenwright Lookup search volumes Use AdWords Keyword Planner to find search volumes for your keywords and paste them into the table. Multiply your Average Monthly Search Volume by the CTR you got from your VLOOKUP to estimate the number of clicks you’re getting from each keyword. Do the same with Bing Ads Intelligence as before. Position 04-Mar Average Monthly Search Volume CTR Position 04- Mar Estimated Clicks 04-Mar 8 27,100 3.93% 1,065 26 8,100 0.51% 41 6 5,400 5.85% 316 19 2,400 1.16% 28 88 2,400 200 1,900 10 1,600 2.82% 45 10 1,300 2.82% 37 12 1,300 2.36% 31 37 1,000 7 880 4.63% 41 26 880 0.51% 4 32 880 6 720 5.85% 42 6 720 5.85% 42 22 590 0.75% 4 5 590 7.21% 43 8 480 3.93% 19
  36. 36. @stekenwright If your traffic is seasonal seasonal do this several times – once with each month’s search volume (e.g. each month running up to the FA Cup for sports betting).
  37. 37. @stekenwright Calculate your brand split Download the Search Query report from Search Console. Divide traffic driving keywords into brand and non-brand by filtering the Queries tab to include only brand terms (e.g. contains “Branded” in our case). Compare your percentage split with the traffic estimates from your keywords and your actual analytics data to see the discrepancy. Queries Clicks Impressions CTR Position Branding 856 3797 22.54% 1.1 Yes 398 1492 26.68% 1.3 Yes 195 866 22.52% 1 Yes 147 5397 2.72% 7.2 No 147 542 27.12% 1 Yes 139 593 23.44% 1 Yes 95 386 24.61% 1 Yes 84 144 58.33% 1 Yes 52 248 20.97% 1 Yes 31 11079 0.28% 9.4 No 30 1291 2.32% 6.5 No 28 1051 2.66% 2.2 No 24 66 36.36% 1 No 24 89 26.97% 1.9 No 23 98 23.47% 1 Yes 20 42 47.62% 1 Yes 20 328 6.10% 5.2 No 20 207 9.66% 1 Yes Row Labels Sum of Clicks Sum of Clicks2 Brand 34020 19.58% Non-Brand 139725 80.42% Grand Total 173745 100.00%
  38. 38. @stekenwright If your brand split/non-brand keyword traffic estimates don’t add up you need to be more comprehensive with your keyword research.
  39. 39. @stekenwright 0 50,000 100,000 150,000 200,000 250,000 300,000 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Google Organic Est. Non-Brand Horizon Traffic Index Keep researching to improve accuracy
  40. 40. @stekenwright Look at historic data in Google Analytics as well as your current Search Query report. You need what you rank for, not just what you want to rank for. Use SEMrush or Searchmetrics to find other keywords. #1 #2 Refresh your brand/non-brand split calculation every month because it can vary. Use an average across several months if possible. #3 Find more keywords
  41. 41. @stekenwright Average Conversion Rate Enquiries Enquiry-to- Conversion Rate Conversions AOV Estimated Non- Brand Organic Revenue 2.00% 21 2.00% 0 £500.00 £213.01 2.00% 1 2.00% 0 £500.00 £8.26 2.00% 6 2.00% 0 £500.00 £63.18 2.00% 1 2.00% 0 £500.00 £5.57 2.00% 0 2.00% 0 £500.00 £0.00 2.00% 0 2.00% 0 £500.00 £0.00 2.00% 1 2.00% 0 £500.00 £9.02 2.00% 1 2.00% 0 £500.00 £7.33 2.00% 1 2.00% 0 £500.00 £6.14 2.00% 0 2.00% 0 £500.00 £0.00 2.00% 1 2.00% 0 £500.00 £8.15 2.00% 0 2.00% 0 £500.00 £0.90 2.00% 0 2.00% 0 £500.00 £0.00 2.00% 1 2.00% 0 £500.00 £8.42 2.00% 1 2.00% 0 £500.00 £8.42 2.00% 0 2.00% 0 £500.00 £0.89 2.00% 1 2.00% 0 £500.00 £8.51 2.00% 0 2.00% 0 £500.00 £3.77 Find out how much keywords are worth Paste in a site average conversion rate using Google Analytics and multiply this by the traffic estimate column to estimate enquiries. For a lead-gen business use an enquiry- to-conversion rate to estimate how many customers that keyword provides each month. Multiply your conversions by an Average Order Value (AOV) to estimate non-brand organic revenue from each keyword. Obviously this isn’t real data.
  42. 42. @stekenwright If you’re looking for gaps in a certain product (e.g. “bingo”) use your conversion rate/AOV for that specific product for accurate projections.
  43. 43. @stekenwright Optimising current content Use the average ranking position (e.g. filtering out all non-ranking positions) and apply this to any keyword that ranks below this number e.g. if your average ranking is 20, assume that by optimising the page for any keyword ranking below this will place it on equal footing
  44. 44. @stekenwright Check your meta data. Is the keyword you want to rank for in the title tag/H1 at least once? Estimate that you’ll be adding 1-2 paragraphs. Consider adding a design element too (a table/graphic or even a video). #1 #2 How long will this take? Apply the CTR model/conversion rate to your new average ranking position and you can project an ROI on your resource. #3 How to optimise content
  45. 45. @stekenwright Creating new content Apply your average ranking position to all the keywords not ranking. We’re assuming that your site doesn’t rank for these keywords because it doesn’t have a relevant page. Be pragmatic – you’re not going to rank for something you don’t really do, so only use keywords relevant to your products/services.
  46. 46. @stekenwright New pages have to be at least as good as current pages. If they’re below your average quality they’ll rank below your average position. Estimate that you’ll be adding 1-2 paragraphs. Consider adding a design element too (a table/graphic or even a video). #1 #2 How long will this take? Apply the CTR model/conversion rate to your new average ranking position and you can project an ROI on your resource. #3 How to optimise content
  47. 47. @stekenwright This is a methodology for making something average (your average). Maybe consider doing something better if you want to rank better?
  48. 48. @stekenwright Do the same on mobile
  49. 49. @stekenwright 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 1 2 3 4 5 6 7 8 9 10 Mobile click through rate Industry average: September 2016
  50. 50. @stekenwright 1 2 3 4 5 6 7 8 9 10 September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Mobile click through rate Before/after May 2016 mobile-friendly update: September vs. April 2016
  51. 51. @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% Finance 20.32% 18.56% 8.86% 6.59% 4.91% 2.21% 1.92% 1.48% 1.33% 0.94% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in finance vs. average mobile CTR
  52. 52. @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% iGaming 21.44% 7.48% 6.74% 4.03% 3.72% 2.52% 1.69% 1.70% 1.05% 1.13% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in iGaming vs. average mobile CTR
  53. 53. @stekenwright
  54. 54. @stekenwright More branded3.com/blog/mobile-ctr
  55. 55. @stekenwright Take Bing seriously. Take mobile seriously. #1 #2 Your keywords are only as good as the content you create.#3 Summary
  56. 56. @stekenwright Thanks stephen.Kenwright@branded3.com @stekenwright

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