The complete process we use at Aira to conduct our keyword research with a couple of additional tips to help you get more clicks and impressions to yours or your client's sites.

1. @seodanbrooks

2. @seodanbrooks
A Little About Me...

3. @seodanbrooks
A Little About Me...
● I work for Aira

4. @seodanbrooks
A Little About Me...
● I work for Aira
● SEO

5. @seodanbrooks
A Little About Me...
● I work for Aira
● SEO
● 9+ Years

6. @seodanbrooks
A Little About Me...
● I work for Aira
● SEO
● 9+ Years
● Worked at McDonalds

7. @seodanbrooks
A Little About Me...

8. @seodanbrooks
I love doing keyword research

9. @seodanbrooks
Here are some of my favourites…

10. @seodanbrooks
“will bananas kill me”

11. @seodanbrooks
“how do i improve my lovelife”

12. @seodanbrooks
“my balls are saggy”

13. @seodanbrooks
All of these have something in common

14. @seodanbrooks
The user wants an answer or solution

15. @seodanbrooks
This process will help you

16. @seodanbrooks
Because it works

17. @seodanbrooks
This process will show you

18. @seodanbrooks
This process will show you
How to identify competitors ranking terms,

19. @seodanbrooks
This process will show you
How to identify competitors ranking terms,
Highlight content gaps

20. @seodanbrooks
This process will show you
How to identify competitors ranking terms,
Highlight content gaps,
Increase the number of impressions

21. @seodanbrooks
This process will show you
How to identify competitors ranking terms,
Highlight content gaps,
Increase the number of impressions,
Drive people to your content

22. @seodanbrooks
It works

23. @seodanbrooks

24. @seodanbrooks
I have a problem... Here are some solutions... I’m ready to take action...

25. @seodanbrooks
“I Need To Lose Weight”
“Why Do I Have A Beer Belly”
“Lose Beer Belly”
“Best Weight Loss Products”
“Compare Rowing Machines”
“Safest Diets To Lose Weight”
“Cheap Gym Membership”
“Buy A Rowing Machine”
“Order Fat Free Snacks Online”

26. @seodanbrooks
My process

27. @seodanbrooks
My process
Get a list of “Seed” keywords

28. @seodanbrooks
My process
Get a list of “Seed” keywords
What’s currently ranking?

29. @seodanbrooks
My process
Get a list of “Seed” keywords
What’s currently ranking?
What are competitors doing?

30. @seodanbrooks
My process
What’s getting clicks & impressions?

31. @seodanbrooks
My process
What’s getting clicks & impressions?
What terms are getting traffic?

32. @seodanbrooks
My process
What’s getting clicks & impressions?
What terms are getting traffic?
Converting keywords and weighted sort

33. @seodanbrooks
Step 1: Creating a research document

34. @seodanbrooks

35. @seodanbrooks
What data do we want to review?

36. @seodanbrooks
Keyword

37. @seodanbrooks
Stage Of The Buyer’s Journey

38. @seodanbrooks
Keyword Type

39. @seodanbrooks
Secondary Keywords

40. @seodanbrooks
Search Volume

41. @seodanbrooks
Estimated CPC

42. @seodanbrooks
Competition

43. @seodanbrooks
Additional Metrics

44. @seodanbrooks
Make A Copy Of My Template
https://www.aira.net/search-norwich/

45. @seodanbrooks
Step 2: Gathering “Seed” keywords

46. @seodanbrooks
“Seed” Keywords
Start by brainstorming ideas

47. @seodanbrooks
“Seed” Keywords
Start by brainstorming ideas
Analyse the website

48. @seodanbrooks
“Seed” Keywords
Start by brainstorming ideas
Analyse the website
Take a look at related forums & industry sites

49. @seodanbrooks
“Seed” Keywords
Start by brainstorming ideas
Analyse the website
Take a look at related forums & industry sites
Ask the client

50. @seodanbrooks
Step 3: What’s currently ranking?

51. @seodanbrooks
Google Search Console

52. @seodanbrooks
Google Search Console

53. @seodanbrooks
Google Search Console

54. @seodanbrooks
Google Search Console

55. @seodanbrooks
Other Tools You Can Use

56. @seodanbrooks
Step 4: What are competitors ranking
for?

57. @seodanbrooks
Competitor’s Ranking Keywords
https://moz.com/explorer
● Free & Paid Options
● Competitors Terms

58. @seodanbrooks
1. Add your domain & competitors

59. @seodanbrooks
2. Compare the ranking keywords

60. @seodanbrooks
3. Select the keywords you want

61. @seodanbrooks
Step 5: What keywords bring traffic?

62. @seodanbrooks
Keywords Bringing In Traffic

63. @seodanbrooks
Keywords Bringing In Traffic

64. @seodanbrooks
Keywords Bringing In Traffic
Add domain and select “Organic Research”

65. @seodanbrooks
Keywords Bringing In Traffic
Go to the “Positions” report

66. @seodanbrooks
Keywords Bringing In Traffic
Add an Advanced Filter for branded terms

67. @seodanbrooks
Keywords Bringing In Traffic
Select and export your keywords

68. @seodanbrooks
Keywords Bringing In Traffic
Remember to sort by Traffic %

69. @seodanbrooks @airadigital
Quick Recap

70. @seodanbrooks
● Created a research document
● Gathered “Seed” keywords
● Checked what terms are already ranking
● Spyed on the competition
● Identified keywords that generate traffic

71. @seodanbrooks
Step 6: Converting keywords &
weighted sort

72. @seodanbrooks
Converting Keywords
Head over to Google Analytics

73. @seodanbrooks
Acquisition > Google Ads > Search Queries

74. @seodanbrooks
Adjust the date range, select & sort goals
before applying weighted sort

75. @seodanbrooks
Adjust the date range, select & sort goals
before applying weighted sort

76. @seodanbrooks
Adjust the date range, select & sort goals
before applying weighted sort

77. @seodanbrooks
Adjust the date range, select & sort goals
before applying weighted sort

78. @seodanbrooks
Adjust the date range, select & sort goals
before applying weighted sort

79. @seodanbrooks
Step 7: Tools to find new keywords

80. @seodanbrooks
Website: https://moz.com/explorer
Cost: Free & Paid
Good For: Competitor analysis and new keyword suggestions

81. @seodanbrooks
Website: https://www.semrush.com/features/keyword-magic-tool/
Cost: Free & Paid
Good For: Grouping keywords & identifying featured snippet opportunities

82. @seodanbrooks
Website: https://www.infinitesuggest.com/
Cost: Free

83. @seodanbrooks
Website: https://answerthepublic.com/
Cost: Free & Paid
Good For: Finding questions & awareness content

84. @seodanbrooks
Website: https://keywordshitter.com/
Cost: Free
Good For: Getting mass keyword suggestions

85. @seodanbrooks
Step 8: Populating your research
document

86. @seodanbrooks
Populating Your Research Doc
Add in your keywords & preferred metrics

87. @seodanbrooks
Populating Your Research Doc
Don’t forget the
Buyer’s Journey!

88. @seodanbrooks
Populating Your Research Doc
Start prioritising

89. @seodanbrooks

90. @seodanbrooks
Step 9: Mapping your research

91. @seodanbrooks
Mapping Your Research

92. @seodanbrooks
Mapping Your Research

93. @seodanbrooks
Step 10: Implement & Track

94. @seodanbrooks
Again… This Works

95. @seodanbrooks
Takeaways

96. @seodanbrooks
Takeaways
Research document - aira.net/search-norwich/

97. @seodanbrooks
Takeaways
Research document - aira.net/search-norwich/
“Seed” keywords

98. @seodanbrooks
Takeaways
Research document - aira.net/search-norwich/
“Seed” keywords
Competitors ranking terms

99. @seodanbrooks
Takeaways
Create a content plan

100. @seodanbrooks
Takeaways
Create a content plan
Implement & track progress!

101. @seodanbrooks
Thank You!
@seodanbrooks
@airadigital