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An airtight keyword
research strategy to beat
any SEO competitor
Rumble Romagnoli // Relevance
@ROMAGNOLIRUMBLE
2nd of Oct...
KEYWORD GAP FEAR
REVOLUTIONISE THE WAY YOUR CLIENT DOES
BUSINESS
Understand your
customers
Know the
competition better
than they know
thems...
Use our method of competitor analysis and have a completely
bulletproof keyword research strategy.
HAVE YOU GUYS YOU EVER DONE ANY KEYWORD
RESEARCH?
WHY WE DO IT
Thank you bored panda for the following insights...https://www.boredpanda.com/
DO PEOPLE EVEN WANT OUR STUFF?
TABLE TENNIS DOOR - 110/month - NO
SLEEPING BAG WITH ARMS AND LEGS - 590/month
- MAYBE
PIZZA SCISSORS - 3600/month - GETTING THERE
BABY MOP - 4400/month - HELL YEAH
WHY WE DO IT
PEOPLE USE DIFFERENT NAMES FOR THE SAME
STUFF
WHY WE DO IT
WHAT CONTENT IS CURRENT?
WHY WE DO IT
WHAT DO PEOPLE WANT TO KNOW?
WHY WE DO IT
MARKET RESEARCH /
INTENT
WHY WE DO IT
WE DO IT TO UNDERSTAND THE DESIRES OF OUR
AUDIENCE
“Keyword research is the blueprint for
your online marketing efforts, driving
every decision you make.”
Neil Patel
WHY WE D...
WHY WE DO IT
HELPS INCREASE
CONVERSION
RATE &
GENERATE
REVENUE
IS IT STILL RELEVANT? | RANKBRAIN
Today, some argue, keywords are no
longer necessary. Google's algorithm
is so advanced t...
HOW DOES IT WORK?
IS IT STILL RELEVANT? | YES
THE FUTURE OF KW RESEARCH
“Keyword research will always be an important
part of what we do - it's vital to understand how
...
THE FUTURE OF KW RESEARCH
“Automation is going to become key in keyword
research as it evolves into keyword intent
researc...
THE FUTURE OF KW RESEARCH
“Too many people don't dig into the SERPs when
performing keyword research. They want to rank
an...
WILL VOICE SEARCH TAKE OVER?
"I believe voice search will continue to grow, but I
do not think that it substantially impacts an SEO's
strategy. While t...
BUT REMEMBER: 15% OF KEYWORDS NEVER
SEEN BEFORE
Among top searched “babies” of 2019 -
in the U.S. - Baby Yoda ranked highe...
HOW WE DO IT | THE KEYWORD RESEARCH
PROCESS
We start to optimise a website doing an
SEO 1st phase or I suppose a PPC 1st
p...
DO YOU EVER GET THAT FEELING...
HOW TO STRUCTURE KEYWORD RESEARCH
What do I rank for?
What other terms
are out there?
What do my
competitors rank
for?
And...
OUTLINE OF MY TALK
The main keywords
for your whole
industry
Your SEO gaps
Your competitor's
gaps (that are your
opportuni...
AIRTIGHT PROCESS
THE PROCESS TO MAKE SURE THERE ARE NO GAPS
1) WHAT DO I RANK FOR?
How do we do it so we don’t
miss anything….Input all your
current search console
rankings into your...
WHAT DO WE RANK FOR
CHECK
SEARCH
CONSOLE
WHAT DO WE RANK FOR
GOOGLE
ADS/
ANALYTICS
2) WHAT OTHER TERMS ARE OUT THERE?
Drop some keyword ideas
into your fave keyword
research tool, scan your
own website for...
WHAT ELSE IS OUT THERE | FINDING THE WORDS
We usually start with a brainstorm. Once
we have sat around with the client, an...
WHAT ELSE IS OUT THERE
Why? We put in some random words
into Keyword Planner and you will get
40000 keywords that will be ...
We do the Keyword Mixer
WHAT ELSE IS OUT THERE | KEYWORD MIXER
Remember how it used to be?
All data in GA, Keyword planner, etc.
WHAT ELSE IS OUT THERE | KEYWORD MIXER
WHAT ELSE IS OUT THERE | KEYWORD PLANNER
DISCOVER NEW KEYWORDS
WHAT ELSE IS OUT THERE | BUT IF YOU DON’T
HAVE ANY MONEY YOU DON’T GET THE DATA
3) WHAT DO MY COMPETITORS RANK FOR
But the most important step
to make this air-tight.
And not just real-world
competitors...
Research your digital space, and
who else is appearing there.
GET TO KNOW YOUR MARKET
EXAMPLE 1
We did a search for ‘tesla cars for
sale’.
None of these sites are auto
brands, but these are all relevant
onlin...
EXAMPLE 2
We did a search for ‘custom SUVs’.
Not many providers on this site -
but lots of publishers, some
resellers, and...
STEP 1 | GET THE DATA
The first stage to working out how
your competitors rank once you
have your list, is to input them in...
SEMRUSH
AHREFS
SEO
COMMUNITY
LET’S PULL THIS TOGETHER
Get the data of your competitor
(both commercial and
non-commercial) and download all
of this fro...
Competitors
Position
(based on
sales)
Tesla 1
Renault Zoe 2
Nissan Leaf 3
BMI i3 4
Hyundai Ioniq 5
VW E-Golf 6
E.G. STEP 1...
E.G. STEP 2 | INPUT THE DATA
The second stage is to input the
data into a spreadsheet or
database that can combine and
man...
E.G. STEP 3 | SOME SPREADSHEET LEGWORK
Create a unique list of organic
keywords with rankings data for
all of your online ...
E.G. STEP 4 | FROM SPREADSHEETS TO INSIGHTS
NOBODY LOVES
SPREADSHEETS
SPREADSHEETS
INSIGHTS
DEFEND EXPAND STEAL
EXAMPLE
Identify where you have
high visibility, but where you
will need to work to keep
your edge.
INSIGHT 1 | RANKINGS TO BE DEF...
INSIGHT 2 | EXPAND INTO KEYWORD GAPS
Identify, and prioritise
keyword gaps where
you do not appear.
Keyword
Avg. Monthly
S...
INSIGHT 3 | STEAL - KEY OPPORTUNITIES
Identify the highest volume
keywords that few of your
competitors rank for.
Keyword
...
INSIGHT 4 | CONTENT STRATEGY
Keyword
Avg. Monthly
Searches
Competitor
Site
Our Client
sauce for stir fry 135000 4 0
sauce ...
STEP 6 | DATA ANALYSIS | VALIDATE IDEAS
Validate your content ideas
using criteria like competitor
density, and search vol...
RESOURCES | TEMPLATES AND TOOLS
Our Keyword Competitor Analysis
Documents:
Bit.ly link to follow this presentation!
@RomagnoliRumble
71
@rumbleromagnoli
relevance.digital
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020
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In this talk, you'll get my top tips for keyword research, including how to carry out a competitor keyword gap analysis that will give you extra opportunities and make your keyword research strategy watertight.

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An Airtight Keyword Research Strategy to Beat Any SEO Competitor - BrightonSEO 2020

  1. 1. An airtight keyword research strategy to beat any SEO competitor Rumble Romagnoli // Relevance @ROMAGNOLIRUMBLE 2nd of October 2020
  2. 2. KEYWORD GAP FEAR
  3. 3. REVOLUTIONISE THE WAY YOUR CLIENT DOES BUSINESS Understand your customers Know the competition better than they know themselves Be ready to immediately adapt
  4. 4. Use our method of competitor analysis and have a completely bulletproof keyword research strategy.
  5. 5. HAVE YOU GUYS YOU EVER DONE ANY KEYWORD RESEARCH?
  6. 6. WHY WE DO IT Thank you bored panda for the following insights...https://www.boredpanda.com/ DO PEOPLE EVEN WANT OUR STUFF?
  7. 7. TABLE TENNIS DOOR - 110/month - NO
  8. 8. SLEEPING BAG WITH ARMS AND LEGS - 590/month - MAYBE
  9. 9. PIZZA SCISSORS - 3600/month - GETTING THERE
  10. 10. BABY MOP - 4400/month - HELL YEAH
  11. 11. WHY WE DO IT PEOPLE USE DIFFERENT NAMES FOR THE SAME STUFF
  12. 12. WHY WE DO IT WHAT CONTENT IS CURRENT?
  13. 13. WHY WE DO IT WHAT DO PEOPLE WANT TO KNOW?
  14. 14. WHY WE DO IT MARKET RESEARCH / INTENT
  15. 15. WHY WE DO IT WE DO IT TO UNDERSTAND THE DESIRES OF OUR AUDIENCE
  16. 16. “Keyword research is the blueprint for your online marketing efforts, driving every decision you make.” Neil Patel WHY WE DO IT
  17. 17. WHY WE DO IT HELPS INCREASE CONVERSION RATE & GENERATE REVENUE
  18. 18. IS IT STILL RELEVANT? | RANKBRAIN Today, some argue, keywords are no longer necessary. Google's algorithm is so advanced that it can figure out what website content is all about without needing specific search terms to tell it.
  19. 19. HOW DOES IT WORK?
  20. 20. IS IT STILL RELEVANT? | YES
  21. 21. THE FUTURE OF KW RESEARCH “Keyword research will always be an important part of what we do - it's vital to understand how customers are looking for the products and services we're representing (whether we're in house or at an agency). Sure, there's a lot more haziness to it now that search has become more conversational, but we MUST figure out intent if we're going to create content that matches that intent…” GREG GIFFORD I am a local SEO nerd...
  22. 22. THE FUTURE OF KW RESEARCH “Automation is going to become key in keyword research as it evolves into keyword intent research. Python will become a critical part of the SEO toolbox with the end goal of a clearer, more accurate & more effective picture of user intent at the shortest time possible.” ORIT MUTZNIK Head of SEO @SilkFred | BrightonSEO Speaker
  23. 23. THE FUTURE OF KW RESEARCH “Too many people don't dig into the SERPs when performing keyword research. They want to rank an article for a local SERP or a product page for a Top Stories result--and they'd have saved themselves time and money if they'd just known what was showing in SERPs to begin with.” CAROLYN LYDEN (SHE/HER) Lead SEO + Owner at Search Hermit
  24. 24. WILL VOICE SEARCH TAKE OVER?
  25. 25. "I believe voice search will continue to grow, but I do not think that it substantially impacts an SEO's strategy. While there may be some argument around creating content that answers questions likely to be asked in a voice search query, the attribution of that search will only be valuable if the user is performing the voice search in a screen environment like a computer or cell phone…” THE FUTURE OF KW RESEARCH RUSS JONES Principal Search Scientist at MOZ
  26. 26. BUT REMEMBER: 15% OF KEYWORDS NEVER SEEN BEFORE Among top searched “babies” of 2019 - in the U.S. - Baby Yoda ranked highest, followed by Baby Shark, Royal baby, Kim Kardashian and Kanye West’s baby and Cardi B’s baby.
  27. 27. HOW WE DO IT | THE KEYWORD RESEARCH PROCESS We start to optimise a website doing an SEO 1st phase or I suppose a PPC 1st phase you will start with keywords. Which have volume, which don’t, which are relevant to my products, which convert, which don’t….
  28. 28. DO YOU EVER GET THAT FEELING...
  29. 29. HOW TO STRUCTURE KEYWORD RESEARCH What do I rank for? What other terms are out there? What do my competitors rank for? And then we put them through a spreadsheet and extract the insights
  30. 30. OUTLINE OF MY TALK The main keywords for your whole industry Your SEO gaps Your competitor's gaps (that are your opportunities!) Top tips for keyword and competitor analysis and take away:
  31. 31. AIRTIGHT PROCESS THE PROCESS TO MAKE SURE THERE ARE NO GAPS
  32. 32. 1) WHAT DO I RANK FOR? How do we do it so we don’t miss anything….Input all your current search console rankings into your fave keyword research tools
  33. 33. WHAT DO WE RANK FOR CHECK SEARCH CONSOLE
  34. 34. WHAT DO WE RANK FOR GOOGLE ADS/ ANALYTICS
  35. 35. 2) WHAT OTHER TERMS ARE OUT THERE? Drop some keyword ideas into your fave keyword research tool, scan your own website for other relevant keywords, that sort of thing.
  36. 36. WHAT ELSE IS OUT THERE | FINDING THE WORDS We usually start with a brainstorm. Once we have sat around with the client, and stuck post-it notes all over the walls (that would be a cool picture) and interviewed loads of people about their business, we stick everything into a keyword mixer. Why do we do that?
  37. 37. WHAT ELSE IS OUT THERE Why? We put in some random words into Keyword Planner and you will get 40000 keywords that will be mildly relevant but a real hassle to weave through. WE CAN’T JUST OPEN THE TOOLS
  38. 38. We do the Keyword Mixer WHAT ELSE IS OUT THERE | KEYWORD MIXER
  39. 39. Remember how it used to be? All data in GA, Keyword planner, etc. WHAT ELSE IS OUT THERE | KEYWORD MIXER
  40. 40. WHAT ELSE IS OUT THERE | KEYWORD PLANNER DISCOVER NEW KEYWORDS
  41. 41. WHAT ELSE IS OUT THERE | BUT IF YOU DON’T HAVE ANY MONEY YOU DON’T GET THE DATA
  42. 42. 3) WHAT DO MY COMPETITORS RANK FOR But the most important step to make this air-tight. And not just real-world competitors, but any other websites appearing in my space.
  43. 43. Research your digital space, and who else is appearing there. GET TO KNOW YOUR MARKET
  44. 44. EXAMPLE 1 We did a search for ‘tesla cars for sale’. None of these sites are auto brands, but these are all relevant online competitors we’ll need to face.
  45. 45. EXAMPLE 2 We did a search for ‘custom SUVs’. Not many providers on this site - but lots of publishers, some resellers, and Pinterest.
  46. 46. STEP 1 | GET THE DATA The first stage to working out how your competitors rank once you have your list, is to input them into a tool to get their organic positions.
  47. 47. SEMRUSH AHREFS SEO COMMUNITY
  48. 48. LET’S PULL THIS TOGETHER Get the data of your competitor (both commercial and non-commercial) and download all of this from any tool that will give you competitor rankings data.
  49. 49. Competitors Position (based on sales) Tesla 1 Renault Zoe 2 Nissan Leaf 3 BMI i3 4 Hyundai Ioniq 5 VW E-Golf 6 E.G. STEP 1 | COMPETITION Top-selling electric cars in the European market; February 2019; Statista
  50. 50. E.G. STEP 2 | INPUT THE DATA The second stage is to input the data into a spreadsheet or database that can combine and manage everything. Up to now, we’ve always used Excel or Google Sheets. Keyword Position Search Volume Site tesla 1 301000 tesla.com tesla model 3 1 135000 tesla.com tesla model x 1 60500 tesla.com tesla model s 1 40500 tesla.com tesla uk 1 33100 tesla.com tesla roadster 1 22200 tesla.com
  51. 51. E.G. STEP 3 | SOME SPREADSHEET LEGWORK Create a unique list of organic keywords with rankings data for all of your online competitors. Keyword Avg. Monthly Searches Count of Sites bespoke sports & performance cars 70 8 car configurator 2900 7 build your own car 1000 7 custom supercar builder 70 7 s class coupe configurator 70 7 e coupe configurator 50 7 charles hurst 18100 6
  52. 52. E.G. STEP 4 | FROM SPREADSHEETS TO INSIGHTS NOBODY LOVES SPREADSHEETS SPREADSHEETS
  53. 53. INSIGHTS DEFEND EXPAND STEAL
  54. 54. EXAMPLE
  55. 55. Identify where you have high visibility, but where you will need to work to keep your edge. INSIGHT 1 | RANKINGS TO BE DEFENDED Keyword Avg. Monthly Searches Count of Sites Our sample client bespoke cars 480 8 37 bespoke sports & performance cars 70 7 46 custom supercar builder 70 6 custom built cars australia 90 6 bespoke performance cars 50 5 29 customize your car online 140 5 customize my car 110 5 car customizer 110 5 bespoke motor company 90 5 6 build your own custom car 90 5 mercedes custom interior 90 5 british custom cars 70 5
  56. 56. INSIGHT 2 | EXPAND INTO KEYWORD GAPS Identify, and prioritise keyword gaps where you do not appear. Keyword Avg. Monthly Searches Count of Sites Our sample client bespoke cars 480 8 37 bespoke sports & performance cars 70 7 46 custom supercar builder 70 6 custom built cars australia 90 6 bespoke performance cars 50 5 29 customize your car online 140 5 customize my car 110 5 car customizer 110 5 bespoke motor company 90 5 6 build your own custom car 90 5 mercedes custom interior 90 5 british custom cars 70 5
  57. 57. INSIGHT 3 | STEAL - KEY OPPORTUNITIES Identify the highest volume keywords that few of your competitors rank for. Keyword Avg. Monthly Searches Count of Sites Our sample client best electric cars 18100 2 best electric cars 2019 14800 2 custom cars 4400 2 electric car conversion 3600 2 custom range rover 1600 2 bespoke motor works 590 2 15 custom cars for sale uk 590 2 electric car conversion kit 590 2 bespoke cars 480 2 37 custom land rover defender 480 2 custom cars uk 480 2 custom car interior 480 2
  58. 58. INSIGHT 4 | CONTENT STRATEGY Keyword Avg. Monthly Searches Competitor Site Our Client sauce for stir fry 135000 4 0 sauce for salmon 40500 1 0 sauce chicken recipes 12100 11 0 meat sauce recipe 12100 1 0 beef stir fry sauce 9900 6 0 sauce for pork tenderloin 6600 6 0 shrimp sauce recipe 5400 1 0 poke bowl sauce 4400 3 0 prawn sauce 4400 2 0 sauce for lamb chops 3600 6 0 sauce for tuna steak 3600 10 0 sauce for turkey 2900 2 0 Sometimes you can also see an exact content strategy. We work with a new gourmet hot sauce brand called Chilli No.5 and noticed this trend with one of their competitors. They were using food recipes as well as sauce keywords.
  59. 59. STEP 6 | DATA ANALYSIS | VALIDATE IDEAS Validate your content ideas using criteria like competitor density, and search volume.
  60. 60. RESOURCES | TEMPLATES AND TOOLS Our Keyword Competitor Analysis Documents: Bit.ly link to follow this presentation!
  61. 61. @RomagnoliRumble 71 @rumbleromagnoli relevance.digital

In this talk, you'll get my top tips for keyword research, including how to carry out a competitor keyword gap analysis that will give you extra opportunities and make your keyword research strategy watertight.

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