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Persona Driven Keyword Research By Michael King

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From the SMX East 2014 Conference in New York City, NY. SESSION: Keyword Research For Better Content & Audience Engagement . PRESENTATION: Persona Driven Keyword Research - Given by Michael King, @iPullRank, Digital Marketing Consultant - iPullRank. #SMX #31C

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Persona Driven Keyword Research By Michael King

  1. 1. Michael King @ipullrank PERSONA DRIVEN KEYWORD RESEARCH
  2. 2. DOWNLOAD THIS (I GO FAST) http://bit.ly/persona-kwr
  3. 3. THE STATE OF KEYWORD RESEARCH Spoiler Alert: It’s disarray
  4. 4. HOW MOST KEYWORD RESEARCH LOOKS Most keyword research is just a list of keywords and search volumes. That’s not strategic enough for any initiative let alone Organic Search or Content Marketing.
  5. 5. SOME KEYWORD RESEARCH… Some keyword research is entirely metric driven, including conversion data and business value. This is better, but still not enough.
  6. 6. GOOD KWR ACCOUNTS FOR INTENT Good keyword research includes some determination of intent. The best you see in the wild is “transactional, informational and navigational” determinations of keywords.
  7. 7. Keywords are just the vehicle by which people search to fulfill a need. “ ” The abstraction of keywords has removed us from the idea of a person looking to do something.
  8. 8. Standard keyword classification falls short, especially when keywords are ambiguous. “ ” I won’t get mad if you tweet this. Here are some examples of ambiguous keywords.
  9. 9. Marketing automation is the intersection of audience research, content strategy, code and analytics. “ ” Marketing automation is the cross-section of the skillsets that many of us already know and love. Subway.
  10. 10. Marketing automation is the intersection of audience research, content strategy, code and analytics. “ ” Subway. Marketing automation is the cross-section of the skillsets that many of us already know and love.
  11. 11. Marketing automation is the intersection of audience research, content strategy, code and analytics. “ ” Asian Holiday. Marketing automation is the cross-section of the skillsets that many of us already know and love.
  12. 12. Marketing automation is the intersection of audience research, content strategy, code and analytics. “ Asian Holiday. ” Marketing automation is the cross-section of the skillsets that many of us already know and love.
  13. 13. Marketing automation is the cross-section of the skillsets that many of us already know and love. Trademark Application.
  14. 14. Trademark Application. Marketing automation is the cross-section of the skillsets that many of us already know and love.
  15. 15. Modern Search requires entity matching rather than just keyword stuffing. Keyword Research must inform a broader content strategy. “ ”
  16. 16. FROM STRINGS TO THINGS The days of Google just matching keyword to keyword are over. Keywords are matched to ideas and entities and your strategy must reflect that.
  17. 17. MAP KEYWORDS TO PERSONAS A keyword is a straw man abstraction of a user and their intent, mapping that to the specific type of people visiting your site gives a better understanding and helps improve targeting through content and metadata.
  18. 18. MAP KEYWORDS TO NEED STATES Mapping keywords to the phases of the consumer decision journey provides more granularity to the understanding of what users are actually looking to do with their search. [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club]
  19. 19. (NOT PROVIDED)? SO WHAT. Keywords are gone and Google provides more than enough data to determine what types of users are coming to your site. Use that in context of landing pages, internal search and channels
  20. 20. BUILDING USER JOURNEYS
  21. 21. JOURNEY MAPS A journey map is a depiction of the steps that a user must go through to accomplish a given task or series of tasks. For example this is a journey map of someone traveling to the LEGO theme park.
  22. 22. ETHNOGRAPHIC RESEARCH The best way to build a user journey is to leverage ethnographic research tactics online through a combination of iterative social listening and keyword research. Check out my Mozinar that discusses this http://moz.com/webinars/understanding-your-audience-using-social-media
  23. 23. UNDERSTAND THE LIFE CYCLE @joannalord explains this best in her Quick Guide to Customer Journey Mapping http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
  24. 24. IDENTIFY USER NEEDS The output of your personas should include user needs and goals which will make it clear what users are trying to accomplish in context of your product. Map those to each phase.
  25. 25. MAP GOALS TO TOUCHPOINTS Map those goals to different touchpoints and ultimately different searches.
  26. 26. KEYWORD DATA COLLECTION TOOLS
  27. 27. ADWORDS KEYWORD PLANNER Although the Adwords Keyword Planner lacks some features of its predecessor it, it’s still the best source of keyword information. ProTip: Just put in a domain name and see what keywords Google automatically associates.
  28. 28. SEMRUSH SEMRush continues to improve its UI and its data. It’s a great source for both keyword and market research. They also have an API http://www.semrush.com
  29. 29. KEYWORDTOOL.IO KeywordTool.io is the replacement for UberSuggest and since YouTube Killed their Keyword Tool. http://www.keywordtool.io
  30. 30. BOTTLENOSE SONAR Bottlenose Sonar is a social listening tool that highlights queries and their relationships based on Twitter conversations. It’s a great method for identifying keyword opportunities in real-time. http://
  31. 31. TOPSY (ANY SOCIAL LISTENING TOOL) …
  32. 32. SEOTOOLS FOR EXCEL You don’t have to be a coder to use APIs. Using Postman allows you to test out API calls with no code at all http://www.getpostman.com
  33. 33. GREPWORDS GrepWords provides a robust API for keyword data.
  34. 34. KEYWORD STUDIO Keyword Studio is a suite for keyword research where you can do many of these tasks in one place. My favorite feature is the automatic categorization. http://www.keywordstudio.com
  35. 35. KEYWORD STUDIO FEATURES One of my favorite features in Keyword Studio is its synonym matching within the category hierarchy.
  36. 36. ALCHEMY API Using AlchemyAPI you can extract entities from pages and improve keyword research. http://www.alchemyapi.com
  37. 37. NTOPIC Things and stuff http://www.ntopic.org
  38. 38. SEARCHMETRICS SearchMetrics provides co-occuring keyword optimization tool once you have a campaign set up http://www.searchmetrics.com
  39. 39. STAT STAT is personally my favorite rankings platform because of its native app-esque UI and the ability for easy tagging and segmentation http://www.getstat.com
  40. 40. USE EXCEL-REST I mentioned some APIs which may seem daunting, but if you’re comfortable with Excel and VBA you can get your API data directly in Excel with some VBA using Excel-REST.
  41. 41. USE POSTMAN You don’t have to be a coder to use APIs. Using Postman allows you to test out API calls with no code at all http://www.getpostman.com
  42. 42. SEOGADGET FOR EXCEL The team at BuiltVisible have an SEOgadget for Excel that allows you to pull from a number of APIs including GrepWords. http://builtvisible.com/introducing-seogadget-excel/
  43. 43. THE KEYWORD PORTFOLIO
  44. 44. THE METHODOLOGY When I originally started doing these we would take all of the keyword research data and marry it with audience surveys on SuryveMonkey Audience ( http://www.surveymonkey.com/mp/audience)
  45. 45. THE USER JOURNEY IS ENOUGH A well-designed User Journey is more than enough to determine where keywords fall. Determining the thoughts, questions and feelings of your target audience helps you understand where keywords will fall.
  46. 46. KEYWORD DATA SHEET This usually includes some combination of Word Count, Avg Monthly Search Volume, Historical Traffic, Share of Voice, Google Ranking, Cost Per Click, Quality Score, Target Persona, Need State, Keyword Segment, Conversions, Landing Page, Target Landing Page, Page Entities, Rank Zone, Ranking Difficulty. The keyword portfolio includes a number of data points on each keyword that allows it to inform strategic planning, content strategy, content marketing, SEO and Paid Search.
  47. 47. CALCULATING WORD COUNT =IF(LEN(TRIM(A1))=0,0,LEN(TR IM(A1))-LEN(SUBSTITUTE(A1," ",""))+1) Calculate the word count of your keywords using this formula. This allow you to quickly filter for head terms, “chunky middle” and long tail keywords.
  48. 48. CALCULATING SHARE OF VOICE Note: This is far less effective given (not provided), but Share of Voice is still a metric that the C-Suite understands. Share of voice is an indication of the amount of traffic a keyword could potentially drive vs. how much is being captured. A Share of Voice of over a 100% means that you’re capturing more traffic than expected.
  49. 49. PULLING HISTORICAL TRAFFIC Niels Bosma’s SEOTools allows you to pull analytics from GA directly within Excel. However it may be just as easy to export from GA.
  50. 50. Persona and Need State classification must be done by hand. “ ”
  51. 51. VISUALIZE OPPORTUNITIES With the BuiltVisible (fka SEOgadget) method of visualizing + the wealth of data we collect we can now visualize keywords based personas, categories, need states, search volume ranges, or whatever data point we choose.
  52. 52. THE BUILTVISIBLE METHOD FOR KEYWORD DATA VISUALIZATION
  53. 53. Marketing automation is the intersection of audience research, content strategy, code and analytics. “ ” What follows is @RichardBaxter’s method for visualizing keyword data. Marketing automation is the cross-section of the skillsets that many of us already know and love.
  54. 54. CREATE A PIVOT CHART Using all the data that you’ve collected on the data sheet, create a PivotChart.
  55. 55. POPULATE THE CHART Select Keyword, Avg Monthly US Search Volume and Google Ranking as your values. Then add a Report Filter based on Need State.
  56. 56. SEGMENT KEYWORDS You can set the report filter by any of your categorization data points. In this case we’re using Need State, but we could use Persona or Keyword Segment.
  57. 57. ORDER LARGEST TO SMALLEST Sort the report from top to bottom and largest to smallest so we have an easily readable chart.
  58. 58. … Click Format Selection
  59. 59. FORMAT THE RANKING DATA SERIES Select your ranking data and format the data series to plot the rankings on the secondary axis.
  60. 60. FORMAT THE RANKINGS AXIS Format the rankings Axis with a minimum of 1 and a maximum of 20 with the values in reverse order.
  61. 61. CHANGE THE RANKINGS CHART TYPE Change the rankings chart type from bar chart to line graph.
  62. 62. REMOVE THE LINE Remove the line from the line graph in Format Data Series.
  63. 63. DONE. You now have a compelling chart that highlights keyword opportunities with regard to their search volume, need state and rankings. Size accordingly and copy the sheet changing the need states until you’ve done all keywords.
  64. 64. CALCULATING RELATIVE KEYWORD DIFFICULTY Let’s call it “Rank Difficulty”
  65. 65. ON KEYWORD DIFFICULTY Fundamentally, I love Moz’s Keyword Difficulty as a metric. In fact I’m a small part of the reason why it’s now available in the Mozbar.
  66. 66. I DON’T WANT TO MOZ-BASH BUT… I’ve been thinking a lot about keyword difficulty lately and I think it needs some work. Check out this workaround by Trung http://upstreamist.co/relative-keyword-competition
  67. 67. KEYWORD DIFF. SHOULD BE RELATIVE Moz’s Keyword Difficulty score is great for sites that are not key players in the top 20, but it’s not actionable for a site that is competitive. Therefore Keyword Difficulty should be calculated with regard to site performance.
  68. 68. HOW KEYWORD DIFFICULTY WORKS This code comes from the MozBar. This may be an indication of absolute difficulty, but that’s not necessarily actionable. It’s also a surprisingly simplistic calculation Pulls the top 20 of the SERP Gets PA for all and sorts from highest to lowest The 5th result is the keyword difficulty.
  69. 69. LINKS ARE THE TRUE DETERMINANT With the number of linking root domains to a given site being one of the strongest determinants of whether or not it will rank, an actionable metric should identify that deficiency.
  70. 70. PULL RANKINGS (heh) First step is to pull the top 20 rankings. SEMRush is the fastest way to get this.
  71. 71. PULL YOUR LANDING PAGE Site:domain keyword Then you have to identify your landing page if it’s not in the top 20. site:[domain.ext] “keyword”
  72. 72. PULL LINKING ROOT DOMAINS I prefer Ahrefs for this, and you can use their batch tool to pull the metrics for all 21 URLs. Alternatively, you can use a batch Moz tool as well.
  73. 73. CALCULATE DEFICIENCIES Compare average link deficiencies based on the target rank zone.
  74. 74. ACTIONABLE DIFFICULTY Avg LRD deficiency Top 20 # Links to Build Top 10 # Links to Build Top 3 # Links to Build 100.00% 112 168 78.33 This leaves you an actionable metric to filter keywords by as well as an action plan for the numbers of links that will be required in order to get into your target ranking zone.
  75. 75. WRAPPING UP
  76. 76. THIS IS HOW WE DO THINGS Consumers 2 At iPullRank we’ve pioneered this approach and it’s lead to incredible conversion improvements.. We’d love to hear from you if you need help. Qualitative research Quantitative research Journey mapping ✓ Affinity Mapping. ✓ Ethnographic Research. ✓ Exploratory Surveys. ✓ Experian & Nielsen databases. ✓ Multiple Choice Surveys. ✓ Sales data analysis. ✓ Analytics. ✓ Customer Experience Maps. ✓ Marketing Funnels. ✓ Touch point alignment 1 3
  77. 77. THANK YOU / Q&A Michael King Digital Marketing Consultant / Founder mike@ipullrank.com @iPullRank DOWNLOAD: HTTP://BIT.LY/PERSONA-KWR

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