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@seodanbrooks @airadigital
@seodanbrook
s

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@seodanbrooks @airadigital
I’m an SEO Executive for Aira.

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@seodanbrooks @airadigital
I love doing keyword research.

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@seodanbrooks @airadigital
Here are some of my favourites…

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@seodanbrooks @airadigital
“will bananas kill me”

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@seodanbrooks @airadigital
“how do i improve my lovelife”

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@seodanbrooks @airadigital
and my personal favourite to date…

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@seodanbrooks @airadigital
“my balls are saggy”

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@seodanbrooks @airadigital
I’ve done a lot of research for clients.

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@seodanbrooks @airadigital
And I do this pretty much every day.

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@seodanbrooks @airadigital
And that’s OK.

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@seodanbrooks @airadigital
I love a spreadsheet!

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@seodanbrooks @airadigital
So will you.

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@seodanbrooks @airadigital
What are you going to get from this talk?

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@seodanbrooks @airadigital
Results...

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@seodanbrooks @airadigital
A keyword research process that will...

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@seodanbrooks @airadigital
Identify competitors ranking terms...

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@seodanbrooks @airadigital
Identify competitors ranking terms,
Highlight content gaps you didn’t know you had...

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@seodanbrooks @airadigital
Identify competitors ranking terms,
Highlight content gaps,
Increase the number of impressions...

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@seodanbrooks @airadigital
Identify competitors ranking terms,
Highlight content gaps,
Increase the number of impressions,
Drive people to your content.

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@seodanbrooks @airadigital
It works...

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@seodanbrooks @airadigital

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

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@seodanbrooks @airadigital
“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”

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@seodanbrooks @airadigital
Step 1: Creating a research
document

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
What data do we want to review?

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@seodanbrooks @airadigital
Keyword

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Stage Of Buyers Journey
Awareness? Consideration? Decision?

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Keyword Type
Cluster? Pillar? Target?

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Secondary Keywords

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Search Volume

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Estimated CPC
If you’re looking for keywords to bid on.

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Competition %

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Any Additional Metrics

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
@RateMyBanana

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@seodanbrooks @airadigital
Download my keyword
research template here:
aira.net/bristol-seo

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@seodanbrooks @airadigital
Step 2: Gather your ‘seed’ keywords

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@seodanbrooks @airadigital
How
?

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@seodanbrooks @airadigital
Start by brainstorming ideas

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@seodanbrooks @airadigital
Analyse the website

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@seodanbrooks @airadigital
Speak to your client or sales team

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@seodanbrooks @airadigital
Step 3: Identify your competitors ranking
keywords

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@seodanbrooks @airadigital
https://moz.com/explorer
● Free & Paid Options
● Competitors Ranking Terms
● New Keyword Recommendations

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@seodanbrooks @airadigital
1. Create a new ‘keyword list’

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@seodanbrooks @airadigital
2. Name your list and adjust the location

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@seodanbrooks @airadigital
3. Add your URL and start a search

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@seodanbrooks @airadigital
4. Add your competitors URLs

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@seodanbrooks @airadigital
5. Compare the keywords

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@seodanbrooks @airadigital
6. Add any relevant keywords to your list & export

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@seodanbrooks @airadigital
Other tools you could use for this

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@seodanbrooks @airadigital
Step 4: Identify your converting keywords

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@seodanbrooks @airadigital
Head over to Google Analytics

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@seodanbrooks @airadigital
Acquisition > Google Ads > Search
Queries

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@seodanbrooks @airadigital
Adjust the date range, select & sort goals
before applying weighted sort
Change from Default to Weighted Select ‘All Goals’ or a specific goal
to gather queries for
https://support.google.com/analytics/answer/1042020?hl=en

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@seodanbrooks @airadigital
Select the
keywords you want
and export

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@seodanbrooks @airadigital
Quick Recap

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@seodanbrooks @airadigital
You’ve created a research document

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@seodanbrooks @airadigital
You’ve produced a ‘seed’ keyword list

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@seodanbrooks @airadigital
You’ve stolen borrowed your
competitors ranking keywords

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@seodanbrooks @airadigital
You’ve highlighted your converting queries

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@seodanbrooks @airadigital
Step 5: Use research tools to find more ideas

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@seodanbrooks @airadigital
https://moz.com/explorer
● Free & Paid Options
● Competitors Ranking Terms
● New Keyword Recommendations

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@seodanbrooks @airadigital
Create a new keyword list or add to one

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@seodanbrooks @airadigital
Use a ‘seed’ keyword to get recommendations

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@seodanbrooks @airadigital
Filter the recommendations

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@seodanbrooks @airadigital
Try to find question keywords

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@seodanbrooks @airadigital
Why?

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@seodanbrooks @airadigital
Add the keywords to your
preferred list and export

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@seodanbrooks @airadigital
Other tools?

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

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@seodanbrooks @airadigital
Website: https://www.infinitesuggest.com/
Cost: Free
Good For: Finding Google Auto Suggest keywords

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@seodanbrooks @airadigital
Website: https://answerthepublic.com/
Cost: Free
Good For: Finding question keywords

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@seodanbrooks @airadigital
Step 6: Populating your research document

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@seodanbrooks @airadigital
Add in your keywords &
metrics

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@seodanbrooks @airadigital
Think of the buyer’s journey when
labelling with intent and keyword type

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@seodanbrooks @airadigital
Start prioritising

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@seodanbrooks @airadigital

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@seodanbrooks @airadigital
Not quite…

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@seodanbrooks @airadigital
Step 7: Start mapping out your research

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@seodanbrooks @airadigital
List Indexable URLs Map Keywords To Internal Linking
Screaming Frog Titles Blog Posts
Sitebulb Descriptions Resources/Pillar Pages
DeepCrawl Headings Booking Forms/Products
Consider Internal Linking
Keyword mapping fundamentals

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@seodanbrooks @airadigital
Keyword mapping example

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@seodanbrooks @airadigital
Step 8: Implement your research & mapping

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@seodanbrooks @airadigital
Step 9: Track & monitor the impact

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@seodanbrooks @airadigital
Here’s the results of this process

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@seodanbrooks @airadigital
Takeaways For You

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@seodanbrooks @airadigital
Takeaways
1. Get a research document - aira.net/bristol-seo

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@seodanbrooks @airadigital
Takeaways
1. Get a research document - aira.net/bristol-seo
2. Identify competitors ranking terms

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@seodanbrooks @airadigital
Takeaways
1. Get a research document - aira.net/bristol-seo
2. Identify competitors ranking terms
3. Grab your converting terms

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@seodanbrooks @airadigital
Takeaways
1. Get a research document - aira.net/bristol-seo
2. Identify competitors ranking terms
3. Grab your converting terms
4. Avoid tunnel vision

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@seodanbrooks @airadigital
Takeaways
1. Get a research document - aira.net/bristol-seo
2. Identify competitors ranking terms
3. Grab your converting terms
4. Avoid tunnel vision
5. Implement and track the impact

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@seodanbrooks @airadigital
Thank You!
@seodanbrooks
@airadigital