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Expand Your Marketing
With Creative Keyword Research
Martin Weinberg
Director of Marketing, US
SEMrush
@martinweinberg #DS...
@MartinWeinberg #DSDEN16
Getting Creative
@MartinWeinberg #DSDEN16
Stuck in the same keyword research rut?
@MartinWeinberg #DSDEN16
Does your data keep going in circles?
@MartinWeinberg #DSDEN16
Looking for untapped opportunities?
@MartinWeinberg #DSDEN16
Latent Semantic Analysis??
Natural Language Processing??
RankBrain??
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
Problem
@MartinWeinberg #DSDEN16
Opportunity
@MartinWeinberg #DSDEN16
Question
@MartinWeinberg #DSDEN16
Thought
@MartinWeinberg #DSDEN16
Problem Opportunity Question Thought
POQT(“pocket”)
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
“Our algorithms explicitly try to find
and recommend websites that provide
content that’s of high...
@MartinWeinberg #DSDEN16
“Hummingbird is ensuring that the
whole query is taken into account.
The goal is that pages match...
@MartinWeinberg #DSDEN16
Post-Panda/Hummingbird Focus
• Quality
• Content Themes
• Related Ideas
Topic
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
3,300,000,000 total searches per day
How many brand new searches are there per day?
15% of search...
@MartinWeinberg #DSDEN16
Opportunity is out there.
You just have know where to look.
@MartinWeinberg #DSDEN16
New seed ideas
@MartinWeinberg #DSDEN16
New seed ideas
=
@MartinWeinberg #DSDEN16
New seed ideas
Volume Viability
@MartinWeinberg #DSDEN16
Online Communities
@MartinWeinberg #DSDEN16
Online Communities:
Wikipedia
• musical instrument
• keyboard
• classical music
• jazz music
• popular music
• accompaniment
• composing
• rehearsal
• r...
@MartinWeinberg #DSDEN16
Online Communities:
Quora
@MartinWeinberg #DSDEN16
Online Communities:
Customer Reviews
• keyboard action
• feel of a grand
• grand piano keys
• feel of the keys
• key action
@MartinWeinberg #DSDEN16
Online Communities:
Discussion
Forums
PianoWorld.com
quick links to useful piano resources
find piano professionals
piano dealers - piano stores
piano tuners
pi...
• piano for the young
beginner
• record using a DAW
• acoustic pianos
• MIDI
• moving pianos
• Buying a piano for
son (or ...
@MartinWeinberg #DSDEN16
Online Communities:
Twitter
@MartinWeinberg #DSDEN16
Online Communities:
Conferences
• notation tools
• MIDI accompaniment
• sightreading skills
• piano studio
• instructional videos
• interactive music apps
@MartinWeinberg #DSDEN16
Voice/Mobile Search
@MartinWeinberg #DSDEN16
Voice/Mobile:
Trends
20%of all queries on mobile
are voice searches
Sundar Pichai, Google IO 2016
Mindmeld Q1 2016 User Adoption Survey
2015 was the tipping point
@MartinWeinberg #DSDEN16
Voice/Mobile:
Strategies
Northstar Research, 2014 survey
Mindmeld Q1 2016 User Adoption Survey
Context matters
At home In the car On the go At work
Google Micro-Moments Guide, 2015
Mobile auto-complete
Mobile competitive analysis
@MartinWeinberg #DSDEN16
• Mobile-friendly or mobile site
• Consistent local data
• Reviews
• Long-tail keyword phrases
Be...
@MartinWeinberg #DSDEN16
• Provide answers, data, FAQs
• Conversational tone and phrases
• Can the search engine
understan...
2016
Mobile
2017 and beyond
Mobile
Search “appliances”
Desktop
+
Internet of Things
@MartinWeinberg #DSDEN16
Your Website
@MartinWeinberg #DSDEN16
Your Website:
Internal Search
Econsultancy Site Search Report 2013
Why? – the good news!
• They were glad to find
your site
• They want to know more
• Strong user intent
• Hopeful they’ll f...
Why? – the (possible) bad news
• Bad UX
• Site feels complicated to use
• Categories and menus not
optimal
Internal Site Search Keyword
Research Opportunities
• Look for themes
• Analyze for high-value searches
• Segment: search,...
@MartinWeinberg #DSDEN16
Your Website:
Inquiry Forms
@MartinWeinberg #DSDEN16
Your Website:
Specific Pages
Your pages
or competitor
pages
@MartinWeinberg #DSDEN16
Free
Keyword Research
Tools
AnswerThePublic.com
AnswerThePublic.com
Questions
how
why
when
what
who
which
where
are
AnswerThePublic.com
Questions
how
why
when
what
who
which
where
are
why do pianos have pedals
how do pianos work
which upr...
AnswerThePublic.com
Prepositions
like
near
to
with
without
for
pianos near radiators
pianos with 85 keys
pianos for sale n...
Visuwords.com
RankTank.org
RankTank.org
RankTank.org
SEOquake.com
SEOquake.com
@MartinWeinberg #DSDEN16
Summary
@MartinWeinberg #DSDEN16
Don’t get stuck in a research rut
@MartinWeinberg #DSDEN16
Problem Opportunity Question Thought
POQT(“pocket”)
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
Volume Viability
@MartinWeinberg #DSDEN16
Brainstorming strategies
l Online Communities
l Voice/Mobile Search
l Your Own Website
l Free Key...
@MartinWeinberg #DSDEN16
Expand Your Marketing
With Creative Keyword Research
Martin Weinberg
Director of Marketing, US
SEMrush
@martinweinberg #DS...
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
Expand Your Marketing With Creative Keyword Research
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Looking for creative campaigns? Stuck in the same research rut? Want fresh keyword concepts? The data is out there, you just need to know where to look. Learn actionable strategies and tactics that will help you uncover untapped marketing potential and discover exciting new directions for your organic, paid and social initiatives.

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Expand Your Marketing With Creative Keyword Research

  1. 1. Expand Your Marketing With Creative Keyword Research Martin Weinberg Director of Marketing, US SEMrush @martinweinberg #DSDEN16
  2. 2. @MartinWeinberg #DSDEN16 Getting Creative
  3. 3. @MartinWeinberg #DSDEN16 Stuck in the same keyword research rut?
  4. 4. @MartinWeinberg #DSDEN16 Does your data keep going in circles?
  5. 5. @MartinWeinberg #DSDEN16 Looking for untapped opportunities?
  6. 6. @MartinWeinberg #DSDEN16 Latent Semantic Analysis?? Natural Language Processing?? RankBrain??
  7. 7. @MartinWeinberg #DSDEN16
  8. 8. @MartinWeinberg #DSDEN16 Problem
  9. 9. @MartinWeinberg #DSDEN16 Opportunity
  10. 10. @MartinWeinberg #DSDEN16 Question
  11. 11. @MartinWeinberg #DSDEN16 Thought
  12. 12. @MartinWeinberg #DSDEN16 Problem Opportunity Question Thought POQT(“pocket”)
  13. 13. @MartinWeinberg #DSDEN16
  14. 14. @MartinWeinberg #DSDEN16
  15. 15. @MartinWeinberg #DSDEN16 “Our algorithms explicitly try to find and recommend websites that provide content that’s of high quality, unique, and compelling to users.” - John Mueller, Google Webmaster Trends Analyst
  16. 16. @MartinWeinberg #DSDEN16 “Hummingbird is ensuring that the whole query is taken into account. The goal is that pages matching the meaning do better, rather than pages matching just a few words.” - Amit Singhal, former Google SVP of Search
  17. 17. @MartinWeinberg #DSDEN16 Post-Panda/Hummingbird Focus • Quality • Content Themes • Related Ideas Topic
  18. 18. @MartinWeinberg #DSDEN16
  19. 19. @MartinWeinberg #DSDEN16
  20. 20. @MartinWeinberg #DSDEN16
  21. 21. @MartinWeinberg #DSDEN16 3,300,000,000 total searches per day How many brand new searches are there per day? 15% of searches have never been seen before 495,000,000 new, unique searches Every day. Source: Jon Wiley, Google Director of Design
  22. 22. @MartinWeinberg #DSDEN16 Opportunity is out there. You just have know where to look.
  23. 23. @MartinWeinberg #DSDEN16 New seed ideas
  24. 24. @MartinWeinberg #DSDEN16 New seed ideas =
  25. 25. @MartinWeinberg #DSDEN16 New seed ideas Volume Viability
  26. 26. @MartinWeinberg #DSDEN16 Online Communities
  27. 27. @MartinWeinberg #DSDEN16 Online Communities: Wikipedia
  28. 28. • musical instrument • keyboard • classical music • jazz music • popular music • accompaniment • composing • rehearsal • rehearsal spaces • soundboard • pedals • keyboard instruments • electric pianos • electronic pianos • digital pianos
  29. 29. @MartinWeinberg #DSDEN16 Online Communities: Quora
  30. 30. @MartinWeinberg #DSDEN16 Online Communities: Customer Reviews
  31. 31. • keyboard action • feel of a grand • grand piano keys • feel of the keys • key action
  32. 32. @MartinWeinberg #DSDEN16 Online Communities: Discussion Forums
  33. 33. PianoWorld.com quick links to useful piano resources find piano professionals piano dealers - piano stores piano tuners piano teachers piano movers piano restorations piano manufacturers online piano recitals piano recitals index piano & music accessories live piano venues music school listings buying a piano buying an acoustic piano buying a digital piano pianos for sale sell your piano how old is my piano? piano books piano art, pictures, & posters virtual piano music word search piano screen saver piano videos virtual piano chords
  34. 34. • piano for the young beginner • record using a DAW • acoustic pianos • MIDI • moving pianos • Buying a piano for son (or daughter) • KNOW NOTHING ABOUT PIANOS
  35. 35. @MartinWeinberg #DSDEN16 Online Communities: Twitter
  36. 36. @MartinWeinberg #DSDEN16 Online Communities: Conferences
  37. 37. • notation tools • MIDI accompaniment • sightreading skills • piano studio • instructional videos • interactive music apps
  38. 38. @MartinWeinberg #DSDEN16 Voice/Mobile Search
  39. 39. @MartinWeinberg #DSDEN16 Voice/Mobile: Trends
  40. 40. 20%of all queries on mobile are voice searches Sundar Pichai, Google IO 2016
  41. 41. Mindmeld Q1 2016 User Adoption Survey 2015 was the tipping point
  42. 42. @MartinWeinberg #DSDEN16 Voice/Mobile: Strategies
  43. 43. Northstar Research, 2014 survey
  44. 44. Mindmeld Q1 2016 User Adoption Survey Context matters At home In the car On the go At work
  45. 45. Google Micro-Moments Guide, 2015
  46. 46. Mobile auto-complete
  47. 47. Mobile competitive analysis
  48. 48. @MartinWeinberg #DSDEN16 • Mobile-friendly or mobile site • Consistent local data • Reviews • Long-tail keyword phrases Be findable
  49. 49. @MartinWeinberg #DSDEN16 • Provide answers, data, FAQs • Conversational tone and phrases • Can the search engine understand the meaning? • Semantic data / schema markup Be understandable
  50. 50. 2016 Mobile 2017 and beyond Mobile Search “appliances” Desktop
  51. 51. + Internet of Things
  52. 52. @MartinWeinberg #DSDEN16 Your Website
  53. 53. @MartinWeinberg #DSDEN16 Your Website: Internal Search
  54. 54. Econsultancy Site Search Report 2013
  55. 55. Why? – the good news! • They were glad to find your site • They want to know more • Strong user intent • Hopeful they’ll find it
  56. 56. Why? – the (possible) bad news • Bad UX • Site feels complicated to use • Categories and menus not optimal
  57. 57. Internal Site Search Keyword Research Opportunities • Look for themes • Analyze for high-value searches • Segment: search, direct, referral, paid • Look at more than 1 month
  58. 58. @MartinWeinberg #DSDEN16 Your Website: Inquiry Forms
  59. 59. @MartinWeinberg #DSDEN16 Your Website: Specific Pages
  60. 60. Your pages or competitor pages
  61. 61. @MartinWeinberg #DSDEN16 Free Keyword Research Tools
  62. 62. AnswerThePublic.com
  63. 63. AnswerThePublic.com Questions how why when what who which where are
  64. 64. AnswerThePublic.com Questions how why when what who which where are why do pianos have pedals how do pianos work which upright pianos are best where are pianos manufactured are pianos good investments
  65. 65. AnswerThePublic.com Prepositions like near to with without for pianos near radiators pianos with 85 keys pianos for sale near me keyboards like pianos pianos to avoid
  66. 66. Visuwords.com
  67. 67. RankTank.org
  68. 68. RankTank.org
  69. 69. RankTank.org
  70. 70. SEOquake.com
  71. 71. SEOquake.com
  72. 72. @MartinWeinberg #DSDEN16 Summary
  73. 73. @MartinWeinberg #DSDEN16 Don’t get stuck in a research rut
  74. 74. @MartinWeinberg #DSDEN16 Problem Opportunity Question Thought POQT(“pocket”)
  75. 75. @MartinWeinberg #DSDEN16
  76. 76. @MartinWeinberg #DSDEN16 Volume Viability
  77. 77. @MartinWeinberg #DSDEN16 Brainstorming strategies l Online Communities l Voice/Mobile Search l Your Own Website l Free Keyword Research Tools
  78. 78. @MartinWeinberg #DSDEN16
  79. 79. Expand Your Marketing With Creative Keyword Research Martin Weinberg Director of Marketing, US SEMrush @martinweinberg #DSDEN16
  • PrernaDutta1

    Feb. 2, 2017
  • KharynKayLiezlLo

    Jul. 31, 2016

Looking for creative campaigns? Stuck in the same research rut? Want fresh keyword concepts? The data is out there, you just need to know where to look. Learn actionable strategies and tactics that will help you uncover untapped marketing potential and discover exciting new directions for your organic, paid and social initiatives.

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