1.
ADVANCED KEYWORD
RESEARCH
Advanced Keyword Research @jonoalderson

2.
Jono Alderson
Head of Insight @
Advanced Keyword Research @jonoalderson

3.
people search
*with keywords
Advanced Keyword Research @jonoalderson

4.
people search
*with intent
Advanced Keyword Research @jonoalderson

5.
Good SEO is about good
intent-alignment
Advanced Keyword Research @jonoalderson

6.
Consumer intent
Business intent
Competitor intent
Understand the marketplace
Advanced Keyword Research @jonoalderson

7.
strengths, weaknesses, opportunities
changing & emerging trends
create, or inform, strategy
Advanced Keyword Research @jonoalderson

8.
So…
good, comprehensive,
effective keyword research
underpins good strategy
Advanced Keyword Research @jonoalderson

9.
But the process is broken

Advanced Keyword Research @jonoalderson

10.
Stakeholders often confuse
keyword research processes with
defining a 'ranking wishlist'
Advanced Keyword Research @jonoalderson

11.
“ Top 10 ‘golden’ keywords.
100 commercial priority terms.
Primary, secondary. Attack, defend.
This quarter’s tactical opportunities. ”
Easy to report on, to understand, to
challenge.
Advanced Keyword Research @jonoalderson

12.
This is a
TRAP.
Advanced Keyword Research @jonoalderson

13.
You don’t know
what you don’t
know.
Advanced Keyword Research @jonoalderson

14.
There is
money left on
the table.
Advanced Keyword Research @jonoalderson

15.
It breeds
bad behaviour.
Advanced Keyword Research @jonoalderson

16.
This happens because…
Advanced Keyword Research @jonoalderson

17.
1.
Lack of education,
experience or alternatives
Advanced Keyword Research @jonoalderson

18.
2.
Lack of tech, tools or
processes to utilise more
sophisticated approaches
Advanced Keyword Research @jonoalderson

19.
3.
The primary responsibility of senior
stakeholders to be in control, to
object, to push back
Advanced Keyword Research @jonoalderson

20.
And so…
“Keyword research” rarely
resembles research
Advanced Keyword Research @jonoalderson

21.
How do we fix this?
Advanced Keyword Research @jonoalderson

22.
• Get all the keywords in the market
• Categorise and classify by everything
• Slice and dice to identify the opportunity
• Get the buy in
• Monitor the results
Advanced Keyword Research @jonoalderson

23.
Getting all the keywords
Advanced Keyword Research @jonoalderson

24.
“Young Drivers Insurance”
6.6k monthly
searches
Advanced Keyword Research @jonoalderson

25.
But what about all of the...
[variants, plurals, stems, synonyms, typos]
Advanced Keyword Research @jonoalderson

26.
Combine multiple sources.
And then keep going.
Advanced Keyword Research @jonoalderson

27.
Step one.
Advanced Keyword Research @jonoalderson

28.
Oh. Look.
266
“young drivers insurance” keywords...
Advanced Keyword Research @jonoalderson

29.
65k monthly searches
Advanced Keyword Research @jonoalderson

30.
£318k media value
Advanced Keyword Research @jonoalderson

31.
And the site in #2…
Advanced Keyword Research @jonoalderson

32.
13% of market
8k visits per month
£41k media value
Advanced Keyword Research @jonoalderson

33.
Hanging off a page with 121
words
…Which has no links
…and no shares
…on a tiny website
Advanced Keyword Research @jonoalderson

34.
Advanced Keyword Research @jonoalderson

35.
One off?
Advanced Keyword Research @jonoalderson

36.
“one day car insurance”
12k
Advanced Keyword Research @jonoalderson

37.
But also…
Advanced Keyword Research @jonoalderson

38.
“1 day car insurance”
6.6k
Advanced Keyword Research @jonoalderson

39.
“day car insurance”
2.4k
Advanced Keyword Research @jonoalderson

40.
“car insurance for a day”
1.9k
Advanced Keyword Research @jonoalderson

41.
“daily car insurance”
1.6k
Advanced Keyword Research @jonoalderson

42.
Etc.
Advanced Keyword Research @jonoalderson

43.
71k monthly searches
...and the biggest brands have
<10% market share
Advanced Keyword Research @jonoalderson

44.
!!!
Advanced Keyword Research @jonoalderson

45.
Stop thinking about
individual keywords!
Advanced Keyword Research @jonoalderson

46.
Start thinking about…
Topics, intent and need
groups
Advanced Keyword Research @jonoalderson

47.
Some of the world’s biggest
brands, doing the most
sophisticated marketing only
track a few thousand keywords
Advanced Keyword Research @jonoalderson

48.
But this is only step one.
Advanced Keyword Research @jonoalderson

49.
about stumbling across a
hidden gem; it’s about
already having found and
classified them all, and
tactically picking
opportunities
Advanced Keyword Research @jonoalderson

50.
Categorise and classify
everything by everything
Advanced Keyword Research @jonoalderson

51.
1. Group by topic
2. Find behavioral clues
3. Add real-world context
Advanced Keyword Research @jonoalderson

52.
Horizontal classification
Advanced Keyword Research @jonoalderson

53.
What can I infer about
visitor intent?
Advanced Keyword Research @jonoalderson

54.
http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
Advanced Keyword Research @jonoalderson

55.
http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
Advanced Keyword Research @jonoalderson

56.
Where are my
competitors ranking?
…or outranking me?
Advanced Keyword Research @jonoalderson

57.
Where am I being
outranked by, say, media
– or highly commercial
content?
Advanced Keyword Research @jonoalderson

58.
When is this OK?
Advanced Keyword Research @jonoalderson

59.
Where do I have
executional advantage?
Advanced Keyword Research @jonoalderson

60.
All of this is quite
resource-intensive.
Advanced Keyword Research @jonoalderson

61.
And it’s big
(The mobile phone industry has ~ 150,000
keywords!)
Advanced Keyword Research @jonoalderson

62.
Advanced Keyword Research @jonoalderson

63.
And it changes…
Keywords, and topics, come and go.
Advanced Keyword Research @jonoalderson

64.
You’ve got the 30,000ft view
…but you’ve lost all agility.
Advanced Keyword Research @jonoalderson

65.
What if you could make
this MUCH easier?
Advanced Keyword Research @jonoalderson

66.
We’ve built a tool!
http://tools.jonoalderson.com/term-tagger/
Advanced Keyword Research @jonoalderson

67.
We’ve built a tool!
http://tools.jonoalderson.com/term-tagger/
Advanced Keyword Research @jonoalderson

68.
Now eyeball all of it.
Advanced Keyword Research @jonoalderson

69.
Export / Import / Pivot
Recombine and assess
Advanced Keyword Research @jonoalderson

70.
Identify the opportunity
Advanced Keyword Research @jonoalderson

71.
Use SEMrush, Linkdex, or your
favourite platform (and a whole
lot of Excel) to explore.
Advanced Keyword Research @jonoalderson

72.
“Phrases relating to our core
strengths, where visitors are early in
their buying cycle, where we don’t
have highly performing content”
Identify gaps which can be easily filled
Advanced Keyword Research @jonoalderson

73.
“Topic groups where we’ve got top 10
rankings, where are competitors are
weak, and where consumers are
actively researching with questions”
Use existing strengths to win
consumers
Advanced Keyword Research @jonoalderson

74.
“Types of language which indicates
high purchase intent, where we’re
outranked by competitors who don’t
rank for longer-tail queries”
Disrupt/intercept competitor buying
cycles
Advanced Keyword Research @jonoalderson

75.
Track & react over time
Refine your understanding of ‘the market’
Advanced Keyword Research @jonoalderson

76.
Get the buy-in
Advanced Keyword Research @jonoalderson

77.
It’s really easy to improve
performance for a group
of keywords which
everybody else is
ignoring, just by creating
content.
Advanced Keyword Research @jonoalderson

78.
Start small, aim big
Advanced Keyword Research @jonoalderson

79.
(But aim high enough to
get a result)
Advanced Keyword Research @jonoalderson

80.
150 words
0 links
0 likes
ROI ???
Advanced Keyword Research @jonoalderson

81.
22 likes
1 comment
0 links
ROI ???
Advanced Keyword Research @jonoalderson

82.
Pick an easy win.
Deploy proof-of-concept
tactics for small, un-competitive
niches
Advanced Keyword Research @jonoalderson

83.
Define success in terms
of improved intent-alignment
Advanced Keyword Research @jonoalderson

84.
Survey on satisfaction
and task-completion rate
Advanced Keyword Research @jonoalderson

85.
bit.ly/15Qsaop
Advanced Keyword Research @jonoalderson

86.
Secure more budget and
support to try a small,
commercially valuable
niche
Advanced Keyword Research @jonoalderson

87.
Making this strategic
Advanced Keyword Research @jonoalderson

88.
http://slidesha.re/1vqvsIy
Advanced Keyword Research @jonoalderson

89.
Advanced Keyword Research @jonoalderson

90.
Process
historical
performance
Model to
compensate for
seasonality
Normalise
outliers
Plan activity to
generate results
Predict impact
Set targets, get
buy-in
Advanced Keyword Research @jonoalderson

91.
Advanced Keyword Research @jonoalderson

92.
Advanced Keyword Research @jonoalderson

93.
Wrapping up
Advanced Keyword Research @jonoalderson

94.
Explore, evaluate and
track more keywords
Advanced Keyword Research @jonoalderson

95.
Categorise and classify in
order to start thinking
about topics
Advanced Keyword Research @jonoalderson

96.
Identify tactical
opportunities to
demonstrate
effectiveness
Advanced Keyword Research @jonoalderson

97.
Build capitalising on
small scale, tactical
opportunities into a wider
strategy
Advanced Keyword Research @jonoalderson