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SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn't Better

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Traditional keyword research has been a numbers game, but as SEO evolves, more is no longer better. SEO in 2020 will require deep keyword insight, including understanding brand influence, search intent, synonyms, and content. Findings from enterprise case studies suggest better ways to approach keyword research at scale.

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SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn't Better

  1. 1. ScalingKeywordResearch: More Isn’t Better
  2. 2. peter@moz.com @dr_pete
  3. 3. peter@moz.com @dr_pete
  4. 4. peter@moz.com @dr_pete
  5. 5. peter@moz.com @dr_pete
  6. 6. 100,000 Keywords by Rank
  7. 7. peter@moz.com @dr_pete
  8. 8. peter@moz.com @dr_pete
  9. 9. Lesson #1: Perception
  10. 10. 0.04%
  11. 11. RankVol = Rank-weighted Search Volume
  12. 12. RankVol = 1/R X sqrt(V)
  13. 13. Lesson #2: Noise
  14. 14. 9,387 Misppelings
  15. 15. 217 Misspellings of “John Lewis” peter@moz.com @dr_pete  Jon Lewis  John Lews  John Lewiss  John Lewsi  Jhon Lweis  Hjohjblewis
  16. 16. 217 Misspellings of “John Lewis” peter@moz.com @dr_pete  Jon Lewis ? John Lews ? John Lewiss ? John Lewsi  Jhon Lweis  Hjohjblewis
  17. 17. 217 Misspellings of “John Lewis” peter@moz.com @dr_pete  Jon Lewis ? John Lews ? John Lewiss ? John Lewsi X Jhon Lweis X Hjohjblewis
  18. 18. peter@moz.com @dr_pete
  19. 19. What About Common Misspellings? ? Earings ? Kingsize bedding ? Dyson hairdryer ? Tumble driers ? Womens watch ? Expanding dining table peter@moz.com @dr_pete
  20. 20. What About Common Misspellings?  Earrings  King_size bedding  Dyson hair_dryer  Tumble dryers  Women’s watch  Extending dining table peter@moz.com @dr_pete
  21. 21. peter@moz.com @dr_pete
  22. 22. peter@moz.com @dr_pete
  23. 23. What About Very Similar Phrases? ? Wooden toy for 1 year old ? Wooden toys for 1 year old ? Wooden toys for 1 year olds peter@moz.com @dr_pete ? iPad 128GB 2018 ? iPad 2018 128GB ? 2018 iPad 128GB
  24. 24. What About Very Similar Phrases? ? Wooden toy for 1 year old ? Wooden toys for 1 year old ? Wooden toys for 1 year olds peter@moz.com @dr_pete ? iPad 128GB 2018 ? iPad 2018 128GB ? 2018 iPad 128GB
  25. 25. 19,717 Close Variants
  26. 26. Longer Phrases Can Spin Up Fast (#1) ? Leather mens wallet ? Leather wallet men ? Leather wallet mens ? Leather wallets men ? Men leather wallet ? Men leather wallets peter@moz.com @dr_pete
  27. 27. Longer Phrases Can Spin Up Fast (#2) ? Mens leather wallet ? Mens leather wallets ? Mens wallet leather ? Mens wallets leather ? Wallet mens leather ? Wallets leather mens peter@moz.com @dr_pete
  28. 28. Here’s Where Volume Comes in Handy peter@moz.com @dr_pete  Mens leather wallet (2,301) ? Mens leather wallets (1,276) ? Leather mens wallet (351) ? Men leather wallets (151) ? Leather wallet mens (76) ? Mens wallet leather (76)
  29. 29. $cKey1 = "iPads 128GB 2018"; $cKey1 = strtolower($cKey1); $aKeys = explode(" ", $cKey1); foreach ($aKeys as &$cKey) $cKey = rtrim($cKey, "s"); sort($aKeys); $cKey2 = implode(" ", $aKeys);
  30. 30. Ex. Keyphrases with High Similarity  Wooden toy for 1 year old  Wooden toys for 1 year old  Wooden toys for 1 year olds  iPad 128GB 2018  iPad 2018 128GB  2018 iPad 128GB peter@moz.com @dr_pete
  31. 31. Keyphrases After Simple Grouping  1 for old toy wooden year  1 for old toy wooden year  1 for old toy wooden year  128gb 2018 ipad  128gb 2018 ipad  128gb 2018 ipad peter@moz.com @dr_pete
  32. 32. Lesson #3: Intent
  33. 33. Our Approach to “Brand” is Simplistic  Moz  Moz Local  Moz Keyword Explorer  MozBar  Moz SEO  SEOmoz peter@moz.com @dr_pete
  34. 34. peter@moz.com @dr_pete
  35. 35. What Are We Missing Out On?  Link Explorer  Open Site Explorer  The Beginners Guide to SEO  Title Meta Tag length  Ahrefs Link Intersect (#2)  Distilled U (#2) peter@moz.com @dr_pete
  36. 36. Big Brands May Be Missing Even More  JLP Leicester  JL ready made curtains  Peter Jones Sloane Square  Peter Jones London  Peter Jones beds  Kin men’s shirts peter@moz.com @dr_pete
  37. 37. peter@moz.com @dr_pete
  38. 38. peter@moz.com @dr_pete
  39. 39. @dr_pete
  40. 40. @dr_pete
  41. 41. @dr_petepeter@moz.com
  42. 42. Use URL Filters to Target Your Research  Google updates  Google changes  Google algorithm update  Google algorithm names  Latest Google update 2018  Panda and Penguin peter@moz.com @dr_pete
  43. 43. @dr_petepeter@moz.com
  44. 44. Targeted Research Drives Campaigns  John Lewis Christmas advert  Gold Christmas decorations  Christmas cards  Christmas tableware  Stocking fillers for her  Orange baubles peter@moz.com @dr_pete
  45. 45. Lesson #4: Audience
  46. 46. peter@moz.com @dr_pete
  47. 47. peter@moz.com @dr_pete
  48. 48. peter@moz.com @dr_pete
  49. 49. peter@moz.com @dr_pete
  50. 50. peter@moz.com @dr_pete
  51. 51. Improve Your Keyword Research
  52. 52. 1. Perception is Everything
  53. 53. peter@moz.com @dr_pete 2. Filter Out The Noise
  54. 54. peter@moz.com @dr_pete
  55. 55. peter@moz.com @dr_pete 3. Target Intent Tactically
  56. 56. peter@moz.com @dr_pete
  57. 57. @dr_pete
  58. 58. peter@moz.com @dr_pete 4. Know Your Audience
  59. 59. peter@moz.com @dr_pete
  60. 60. peter@moz.com @dr_pete
  61. 61. Any more questions? Contact: peter@moz.com peter@moz.com @dr_pete
  62. 62. Thanks peter@moz.com @dr_pete

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