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How to Do Keyword Research in 2019 for Maximum Traffic

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Keyword research is the foundation of a good #SEO campaign. For this webinar, hosted by Ahrefs, we take a deep dive into identifying long-tail #keyword opportunities with high traffic potential.

Published in: Marketing
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How to Do Keyword Research in 2019 for Maximum Traffic

  1. 1. How to Do Keyword Research in 2019 for Maximum Traffic Sam Oh #SEJThinkTank @samsgoh
  2. 2. #SEJThinkTank @samsgoh Sam Oh Director of Product Education at Ahrefs 10-years experience in SEO and digital marketing Ex-agency owner, ex-professional gamer Consulting, niche sites & YouTube
  3. 3. How to Do Keyword Research in 2019 for Maximum Traffic Sam Oh #SEJThinkTank @samsgoh
  4. 4. Fundamentals first… tactics later #SEJThinkTank @samsgoh
  5. 5. #SEJThinkTank @samsgoh 2009 Keyword Targeting
  6. 6. #SEJThinkTank @samsgoh lose weight How to lose weight fast How to lose weight 2009 Keyword Targeting
  7. 7. #SEJThinkTank @samsgoh
  8. 8. But today…things are VERY different #SEJThinkTank @samsgoh
  9. 9. #SEJThinkTank @samsgoh
  10. 10. #SEJThinkTank @samsgoh
  11. 11. #SEJThinkTank @samsgoh
  12. 12. #SEJThinkTank @samsgoh
  13. 13. #SEJThinkTank @samsgoh
  14. 14. #SEJThinkTank @samsgoh
  15. 15. #SEJThinkTank @samsgoh
  16. 16. Key Takeaways? #SEJThinkTank @samsgoh
  17. 17. There’s no “fixed limit” on the # of keywords a page can rank for #SEJThinkTank @samsgoh
  18. 18. Search volume is NOT a good indicator for search traffic #SEJThinkTank @samsgoh
  19. 19. #SEJThinkTank @samsgoh What best describes your keyword targeting strategy? a.) Low competition, low volume keywords b.) Try and rank for high volume head terms c.) Go after highly commercial keywords d.) Go after competitor keywords e.) No keyword targeting strategy Poll
  20. 20. #SEJThinkTank @samsgoh Search Volumes are Misleading
  21. 21. #SEJThinkTank @samsgoh Search Volumes are Misleading
  22. 22. #SEJThinkTank @samsgoh Advertisements > Reality
  23. 23. #SEJThinkTank @samsgoh The “advertisement”
  24. 24. #SEJThinkTank @samsgoh The “reality”
  25. 25. ~14% of searches get clicks #SEJThinkTank @samsgoh
  26. 26. #SEJThinkTank @samsgoh
  27. 27. #SEJThinkTank @samsgoh The “advertisement”
  28. 28. #SEJThinkTank @samsgoh The “reality”
  29. 29. #SEJThinkTank @samsgoh
  30. 30. Search intent is unclear. #SEJThinkTank @samsgoh
  31. 31. SV/Traffic vs. Search intent #SEJThinkTank @samsgoh
  32. 32. SV/Traffic vs. Search intent #SEJThinkTank @samsgoh
  33. 33. What is the searcher looking for and can I fulfill that intent? #SEJThinkTank @samsgoh
  34. 34. #SEJThinkTank @samsgoh Information Navigational Commercial investigation Transactional Search Intent Categories
  35. 35. #SEJThinkTank @samsgoh Information - how tos, whats (how to make slime) Navigational - branded queries (facebook, BOA login) Commercial investigation – “vs”, “best”, specific attributes (ie. brown shoes for men size 11) Transactional – buy, download etc. Search Intent Categories
  36. 36. #SEJThinkTank @samsgoh Source: ftf.agency/keyword-research-now/
  37. 37. How do you identify search intent? #SEJThinkTank @samsgoh
  38. 38. Learn from Google #SEJThinkTank @samsgoh
  39. 39. How to make a website #SEJThinkTank @samsgoh Guides Informational intent
  40. 40. Best headphones #SEJThinkTank @samsgoh Comparisons Commercial investigation
  41. 41. buy bose quietcomfort headphones #SEJThinkTank @samsgoh Product pages Transactional intent
  42. 42. In general, the best way to compete for a keyword is… #SEJThinkTank @samsgoh
  43. 43. to follow suit (content type) #SEJThinkTank @samsgoh
  44. 44. But search intent isn’t always this clear. #SEJThinkTank @samsgoh
  45. 45. Football #SEJThinkTank @samsgoh
  46. 46. Football #SEJThinkTank @samsgoh
  47. 47. Football #SEJThinkTank @samsgoh
  48. 48. Football #SEJThinkTank @samsgoh
  49. 49. In general, volatile SERPs may not require as many links. #SEJThinkTank @samsgoh
  50. 50. But retaining rankings is unpredictable. #SEJThinkTank @samsgoh
  51. 51. Stable SERPs will likely require more quality links than the competition. #SEJThinkTank @samsgoh
  52. 52. Retaining position is often more predictable. #SEJThinkTank @samsgoh
  53. 53. #SEJThinkTank @samsgoh
  54. 54. Mini Case Study #SEJThinkTank @samsgoh
  55. 55. #SEJThinkTank @samsgoh
  56. 56. #SEJThinkTank @samsgoh We got links!
  57. 57. #SEJThinkTank @samsgoh We ranked…then dropped
  58. 58. #SEJThinkTank @samsgoh Mostly guides
  59. 59. #SEJThinkTank @samsgoh
  60. 60. #SEJThinkTank @samsgoh
  61. 61. #SEJThinkTank @samsgoh Search volume ≠ traffic Search intent comes first What we’ve discussed
  62. 62. How do you find keywords that drive TONS of traffic AND… #SEJThinkTank @samsgoh
  63. 63. know you can rank for? #SEJThinkTank @samsgoh
  64. 64. Enter long tail topics #SEJThinkTank @samsgoh
  65. 65. Long tail keywords aren’t about “word length” #SEJThinkTank @samsgoh
  66. 66. #SEJThinkTank @samsgoh
  67. 67. #SEJThinkTank @samsgoh
  68. 68. Long tail keywords are search queries with low individual search volume, but usually have a huge total search demand as a group. #SEJThinkTank @samsgoh
  69. 69. Search demand curve #SEJThinkTank @samsgoh
  70. 70. Example: “cute cats” #SEJThinkTank @samsgoh
  71. 71. #SEJThinkTank @samsgoh
  72. 72. #SEJThinkTank @samsgoh 1. How much search traffic does a page get. 2. Which keywords contribute to #1 and how many? Two things you need to know:
  73. 73. Easiest way to find “long-tail topics” #SEJThinkTank @samsgoh
  74. 74. is to look at your competitors’ traffic generating pages. #SEJThinkTank @samsgoh
  75. 75. #SEJThinkTank @samsgoh
  76. 76. #SEJThinkTank @samsgoh
  77. 77. #SEJThinkTank @samsgoh Which topic do you think generates the most search traffic for bodybuilding.com? a.) chest workouts (48,000) b.) back exercises (50,000) c.) shoulder workouts (61,000) d.) ab workouts (74,000) Poll
  78. 78. #SEJThinkTank @samsgoh
  79. 79. “Business value” aside… #SEJThinkTank @samsgoh
  80. 80. #SEJThinkTank @samsgoh “top keywords” may not produce results you’d expect
  81. 81. #SEJThinkTank @samsgoh But they may produce better results than you’d think
  82. 82. Key takeaway: #SEJThinkTank @samsgoh
  83. 83. Analyze your competitors’ top pages and create content around these top keywords. #SEJThinkTank @samsgoh
  84. 84. Two more hacks #SEJThinkTank @samsgoh
  85. 85. #SEJThinkTank @samsgoh These filters work well on “authority sites”
  86. 86. #SEJThinkTank @samsgoh
  87. 87. #SEJThinkTank @samsgoh
  88. 88. #SEJThinkTank @samsgoh
  89. 89. #SEJThinkTank @samsgoh
  90. 90. There’s no shortage of topics… #SEJThinkTank @samsgoh
  91. 91. But can you rank? #SEJThinkTank @samsgoh
  92. 92. Keyword Research Process #SEJThinkTank @samsgoh
  93. 93. #SEJThinkTank @samsgoh
  94. 94. #SEJThinkTank @samsgoh #1. Check that the SV, Clicks, Traffic Potential
  95. 95. #SEJThinkTank @samsgoh #2. Glance at Keyword Difficult
  96. 96. #SEJThinkTank @samsgoh #2. Glance at Keyword Difficult
  97. 97. #SEJThinkTank @samsgoh #3. Assess Search Intent
  98. 98. #SEJThinkTank @samsgoh #3. Assess Search Intent Guides
  99. 99. #SEJThinkTank @samsgoh #3. Assess Search Intent Guides - Mostly list posts
  100. 100. #SEJThinkTank @samsgoh #3. Assess Search Intent Guides - Mostly list posts Informational intent
  101. 101. Can you serve search intent? [yes] [no] #SEJThinkTank @samsgoh
  102. 102. [no] = Move on #SEJThinkTank @samsgoh
  103. 103. [yes] = Assess Ranking Difficulty #SEJThinkTank @samsgoh
  104. 104. Keyword difficulty should be assessed manually. #SEJThinkTank @samsgoh
  105. 105. #SEJThinkTank @samsgoh Keyword Difficult: A weighted average of the number of linking domains to the current top‐10 ranking pages plotted on a logarithmic scale from 0 to 100.
  106. 106. Translation: Links #SEJThinkTank @samsgoh
  107. 107. #SEJThinkTank @samsgoh #4. Assess Keyword Difficulty
  108. 108. #SEJThinkTank @samsgoh #4. Assess Keyword Difficulty
  109. 109. #SEJThinkTank @samsgoh #4. Assess Keyword Difficulty
  110. 110. #SEJThinkTank @samsgoh But why is this page ranking lower?
  111. 111. #SEJThinkTank @samsgoh Link quality? On-page factors?
  112. 112. #SEJThinkTank @samsgoh RD For Top Ranking Page
  113. 113. Can you build better/more links? [yes] [no] #SEJThinkTank @samsgoh
  114. 114. But links aren’t everything… #SEJThinkTank @samsgoh
  115. 115. We want to rank high for just as many keywords (or more) to maximize search traffic. #SEJThinkTank @samsgoh
  116. 116. This boils down to content. #SEJThinkTank @samsgoh
  117. 117. This is NOT a call to make your content unnecessarily long. #SEJThinkTank @samsgoh
  118. 118. #SEJThinkTank @samsgoh Long tail targeting (w/o link building)
  119. 119. What do you write about? #SEJThinkTank @samsgoh
  120. 120. Whatever Google deems is “rank-worthy” for that topic. #SEJThinkTank @samsgoh
  121. 121. #SEJThinkTank @samsgoh
  122. 122. Google’s job is to serve search intent best. #SEJThinkTank @samsgoh
  123. 123. So that too becomes your job. #SEJThinkTank @samsgoh
  124. 124. #SEJThinkTank @samsgoh
  125. 125. #SEJThinkTank @samsgoh Set positions filter for only relevant queries
  126. 126. #SEJThinkTank @samsgoh Set positions filter for only relevant queries Look to language and sprinkle in long tail queries…
  127. 127. #SEJThinkTank @samsgoh Set positions filter for only relevant queries Look to language for long-tail and sprinkle in long tail queries… WHEN IT MAKES SENSE.
  128. 128. #SEJThinkTank @samsgoh
  129. 129. But there’s an even better way… #SEJThinkTank @samsgoh
  130. 130. Content Gap analysis at the page level #SEJThinkTank @samsgoh
  131. 131. Common Usage #SEJThinkTank @samsgoh
  132. 132. Common Usage #SEJThinkTank @samsgoh
  133. 133. CG at the Page level #SEJThinkTank @samsgoh
  134. 134. CG at the Page level #SEJThinkTank @samsgoh
  135. 135. These searchers want… #SEJThinkTank @samsgoh
  136. 136. Last Example: “Best Watch Brands #SEJThinkTank @samsgoh
  137. 137. #SEJThinkTank @samsgoh
  138. 138. Rather than looking at these as a “list of keywords”… #SEJThinkTank @samsgoh
  139. 139. Use these to form an “outline” Based on how Google sees intent #SEJThinkTank @samsgoh
  140. 140. #SEJThinkTank @samsgoh
  141. 141. Summary: 9-Step Keyword Research Process #SEJThinkTank @samsgoh
  142. 142. #SEJThinkTank @samsgoh 1. Traffic potential > Search Volume
  143. 143. #SEJThinkTank @samsgoh 2. Look at your competitor’s “traffic generating pages”
  144. 144. #SEJThinkTank @samsgoh 3. Identify search intent for your keyword (via. Google)
  145. 145. #SEJThinkTank @samsgoh 4. Determine if you can fulfill search intent [yes] [no]
  146. 146. #SEJThinkTank @samsgoh 5. Manually assess ranking difficulty (link profile + on-page)
  147. 147. #SEJThinkTank @samsgoh 6. See which common keywords the top 3 pages rank for (content gap analysis @ page level)
  148. 148. #SEJThinkTank @samsgoh 7. Outline/content around these keyword rankings
  149. 149. #SEJThinkTank @samsgoh 8. Build links
  150. 150. #SEJThinkTank @samsgoh 9. Rinse and repeat ∞

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