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2017-10-20 - Dan Callis @ StrategiQ - Manyminds GIAG

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Slides from Dan Callis' "Keywords, Keywords Everywhere" talk at the Manyminds Give It A Go Conference on 20th October 2017.

The aim of this talk was to help and inspire digital marketers to look at bigger chunks of keyword data with ease and on low budgets.

A link to the tool included as part of this talk can be found here: https://www.strategiq.co/mm-kw-doc

A link to the blog post where these slides are embedded, with more information on the talk, can be found here: https://strategiqmarketing.co.uk/blog/keywords-everywhere-manyminds-giat-october-2017/ ‎

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2017-10-20 - Dan Callis @ StrategiQ - Manyminds GIAG

  1. 1. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Keywords, Keywords Everywhere (And Using Excel to Sort Them) Manyminds Meets: Give It A Go Conference Dan Callis Technical SEO Consultant
  2. 2. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S DISCLAIMER I’m not here to teach you how to use Excel or formulas. That would be dull for the disinterested and patronising for the experts (which I’m far from BTW). I’m here to show you the data, tools and methods I use with Excel for keyword research.
  3. 3. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Keyword data Let me show you how to look at the bigger picture
  4. 4. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co What I want to show you today... How to sort large volumes of keywords and prioritise your SEO strategy.
  5. 5. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co What I want to show you today... Even better, you could easily do this tomorrow… Or Monday, weekends are for
  6. 6. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co What I want to show you today... Plus, with little-to-no budget.
  7. 7. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Try and stick with me... I’m going to try and keep this as simple as I can. I promise I’ll make your life much easier at the end!
  8. 8. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co “Hero” Keywords They make sense, but they can also be a hindrance
  9. 9. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Don’t get me wrong, they are still important... They drive the most relevant traffic
  10. 10. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Don’t get me wrong, they are still important... They result in the most business
  11. 11. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Don’t get me wrong, they are still important... Oh, and it’s nice to brag
  12. 12. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S But the issues I have... They are very competitive, sometimes too much for new or penalised sites
  13. 13. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S But the issues I have... Relying on a small pool of keywords can be risky
  14. 14. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S But the issues I have... Sometimes phrases are too broad
  15. 15. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S But the issues I have... You can lose sight of other SEO opportunities
  16. 16. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co
  17. 17. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co I’ve seen this happen And trust me, it sucks
  18. 18. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Not all keywords are equal… ...but they all bring relevant traffic
  19. 19. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co The SEO funnel The bottom funnel Ready to purchase “Buy Tomacco online” “Cheap Tomacco” “Tomacco free delivery” Mid funnel Considering a purchase “Tomacco reviews” “Is Tomacco safe” “Best flavour of Tomacco” Top funnel May not know what they need yet “How to quit smoking” “Ways to quit smoking” “Does tobacco flavoured food exist”
  20. 20. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Intent of search What’s the end goal of the user?
  21. 21. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Bottom funnel I know what I want I know that I need it I know what it is I know what it does I want it now
  22. 22. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Mid funnel I think I know what I want I need to be certain that I need it I need to know more about what it is I need to know what it does specifically I want to know which offering serves me best
  23. 23. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Top funnel I need a solution Is it even possible? Does a solution exist? I don’t know much about the subject I don’t know how any of it works I’m still very much in the research phase
  24. 24. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Where to find these keywords Here are some of my personal go-to places
  25. 25. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Google Search Console It’s data from Google for your site, pretty good place to start. https://www.google.com/ webmasters/tools/home
  26. 26. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Google Analytics Yes, Google sucks for (not provided), but you can get keyword data from paid search and other search engines still. https://analytics.google.com/
  27. 27. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Bing Webmaster Tools Yes, I said the “B word”. Bing might be second priority for most sites in the UK, but BWT has some great data. https://www.bing.com/toolbox/ webmaster
  28. 28. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Google Keyword Planner The keyword ideas tool is useful for finding more phrases to target, and it also has search volume & competitiveness data. https://adwords.google.com/ intl/en_uk/home/tools/ keyword-planner/
  29. 29. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co SEMrush A paid for tool, but brilliant for mining your own site or competitors for keyword data. Arguably fills the gap Google left with (not provided). https://www.semrush.com/
  30. 30. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Google advanced search 5 bums on a rugby post: (intitle:who OR intitle:how OR intitle:why OR intitle:where OR intitle:when OR intitle:which) I wrote a blog post on this here: https://www.semrush.com/blog/ How-to-find-the-best-content- ideas-in-6-easy-steps/
  31. 31. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Competitors Crawl your competitors sites or get their top performing pages from SEMrush. Look what content is performing best for them. I wrote a blog post on this here: https://www.semrush.com/blog/ How-to-find-the-best-content- ideas-in-6-easy-steps/
  32. 32. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Found PPC Keyword Tool Sometimes, some common sense can help you find ideas. Found’s PPC tool is amazing for concatenating words together to different variants of queries. https://www.found.co.uk/ ppc-keyword-tool/
  33. 33. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co What about the data? Keywords without data are pretty pointless!
  34. 34. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Google Keyword Planner SEMrush Rank tracking tools PPC & Adwords WARNING: There are some big discrepancies with keyword volume due to Google limiting accessible data! KEYWORD SEARCH VOLUME & DIFFICULTY
  35. 35. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Advanced Web Ranking CLICK THROUGH RATES AND SEARCH SHARE Advanced Web Ranking CTR Study Great for forecasting current search share & potential click gains based on search volume. https://www.advancedwebranking. com/cloud/ctrstudy/
  36. 36. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Advanced Web Ranking CURRENT SEO PERFORMANCE Google Search Console SEMrush Rank tracking tools Data such as exact position, average position over periods, current clicks from keywords.
  37. 37. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co Advanced Web Ranking CATEGORISATION I do this manually (for now…) Level in funnel & hero keywords Reviews & research Queries & informational Contains core phrases
  38. 38. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co What to do with all this data Connecting the dots
  39. 39. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Once the data has all been collected, you’ll likely have… ●Keywords ●Search volumes global ●Search volumes national ●Search volumes local ●Keyword difficulty ●SERP CTRs ●Current rankings ●Current clicks ●Categorisation But split across multiple sheets and sources these aren’t much good. Step up Excel!
  40. 40. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S =VLOOKUP To look up a data point in another set of data for the same keyword, and return that value in your working sheet. =VLOOKUP(the metric you want to look up, the columns/rows you want to find this data, the column you want the formula to return the data from, FALSE for exact match) =VLOOKUP(A2,B:C,2,FALSE) https://chris-green.net/really-easy-vlookups-for-excel-spreadsheet-beginners/
  41. 41. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S =SUMIF To look up a data point in another set of data for the same keyword, and return that total of all that match said criteria in a sheet =SUMIF(the column you want to look for matched criteria, the criteria you want it to match, the columns of data you want to to total if the criteria matches) =SUMIF(B:B,A2,C:C)
  42. 42. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S =AVERAGEIF To look up a data point in another set of data for the same keyword, and return the average of all that match said criteria in a sheet =AVERAGEIF(the column you want to look for matched criteria, the criteria you want it to match, the columns of data you want to to average if the criteria matches) =AVERAGEIF(B:B,A2,C:C)
  43. 43. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S I use VLOOKUP, SUM and AVERAGE daily, and more than any other formula. If you know these three formulas, it’s a good starting point to naturally get better at Excel.
  44. 44. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Things you can start to do with these three simple formulas VLOOKUP to see how you are currently performing for all keywords in terms of position, clicks and search share from Google.
  45. 45. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Things you can start to do with these three simple formulas SUMs between search volume, current position/clicks and CTR data to see how many potential clicks you could gain by improving rankings for a keyword.
  46. 46. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S Things you can start to do with these three simple formulas SUMIFs and AVERAGEIFs on categories to see how you are currently performing and how much opportunity there is for groups of keywords.
  47. 47. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S And if you get stuck... Google your issue or what you’re trying to do, there’s almost always an article or a forum discussion around that will help!
  48. 48. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co How can all of this help? These are the best uses I’ve found
  49. 49. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S This data equals... A great place to start when prioritising SEO strategy immediate focus and long term focus based on where the biggest areas of growth are.
  50. 50. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S This data equals... Simplifies data for client communication. Present SEO in a top level way they can easier understand, and also helps inform them where they should focus their efforts.
  51. 51. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S This data equals... A great overview of everything competitors are targeting, and potential to find new niches first.
  52. 52. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S This data equals... Opens up the importance of evergreen content as a whole rather than focus on the small numbers, as well as prioritise which articles you should write first/put the most into.
  53. 53. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S And overall… SEE THE BIGGER PICTURE
  54. 54. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co You said earlier to “stick with you” Make my life easier please?
  55. 55. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S I did say that, so here you go... Here’s a Google sheet with all the formulas built in, as well as clear instructions on how to use it... www.strategiq.co/mm-kw-doc
  56. 56. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S I did say that, so here you go... Insert your client or website data into the specified sections and the sheet will do all the work for you.
  57. 57. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co S I did say that, so here you go... Look at the formulas Learn them Play with them Break them Tweak them Make them work for you.
  58. 58. #mmgiveitago 20th October 2017 @callis1987 www.strategiq.co @callis1987 www.strategiq.co #mmgiveitago 20th October 2017 I hope you’ve enjoyed this talk and taken something away from it Any questions, feedback or awesome tweaks to the tool provided, send them my way: @callis1987 dan@strategiq.co Cheers. PS. If anyone wants to talk about the Simpsons later on over drinks, I’m your guy!

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