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Advanced Keyword Research Webinar (2021)

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Advanced Keyword Research Webinar (2021)

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The search landscape is constantly changing. Google is loading answers into the SERP so often that searchers can find what they need without a click. SpyFu's Mike Roberts shares a look at what this trend means for SEO and what you can do to still thrive in this new environment.

The search landscape is constantly changing. Google is loading answers into the SERP so often that searchers can find what they need without a click. SpyFu's Mike Roberts shares a look at what this trend means for SEO and what you can do to still thrive in this new environment.


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Advanced Keyword Research Webinar (2021)

  1. 1. @spyfu Keyword Research 2021 The search landscape is constantly changing. Learn about next generation metrics and tips to get ahead and stay ahead.
  2. 2. @spyfu Mike Roberts Founder and CEO, SpyFu @mrspy /u/sporktopus
  3. 3. @spyfu What I’ll cover: • Emerging trends creating new challenges in search • Next generation metrics provide context • New approaches maximize opportunity • 12 Keyword research tips to help you win
  4. 4. @spyfu No-Click Searches
  5. 5. @spyfu (everybody’s talking about it)
  6. 6. @spyfu History: In the beginning search sucked. That meant that a lot of searches were unsatisfying; they didn’t deserve our clicks.
  7. 7. @spyfu Google search quality over time
  8. 8. @spyfu Number of searches has also grown
  9. 9. @spyfu But, recently a lot less searches are getting clicks
  10. 10. @spyfu I wondered whether this could be normal fluctation
  11. 11. @spyfu It is not normal fluctuation. The change is too significant, and consistent. 60%→56% over the past year (61% → 60% in the previous year)
  12. 12. @spyfu Paid clicks continue to increase
  13. 13. @spyfu No-click happens much more often on mobile Just 43% of mobile searches get clicked vs 65% of desktop
  14. 14. @spyfu Mobile searches are growing as a percent of total
  15. 15. @spyfu But, remember: total searches is still growing
  16. 16. @spyfu So, you’ve got a 8% decrease in the size of the pie slice, but it’s a ~10% bigger pie.
  17. 17. @spyfu This is less of something to freak out about – and more of an opportunity understand (and exploit).
  18. 18. @spyfu What’s Google doing?
  19. 19. @spyfu Time in London
  20. 20. @spyfu What is my IP address
  21. 21. @spyfu Calculator
  22. 22. @spyfu Weather
  23. 23. @spyfu Sports
  24. 24. @spyfu People
  25. 25. @spyfu Facts
  26. 26. @spyfu Stocks
  27. 27. @spyfu I know I’m supposed to be super pissed off…
  28. 28. @spyfu Local intent
  29. 29. @spyfu Hotels
  30. 30. @spyfu Products
  31. 31. @spyfu Flights
  32. 32. @spyfu Movies
  33. 33. @spyfu Lyrics
  34. 34. @spyfu Relatively recently, Google’s started to take things to a new level.
  35. 35. @spyfu Best _____
  36. 36. @spyfu They used to write crappy “summaries”, now they write “featured” snippets.
  37. 37. @spyfu Here they made two.
  38. 38. @spyfu They’ll make a “Best” list out of anything.
  39. 39. @spyfu Seriously. It’s kind of awkward.
  40. 40. @spyfu There’s a lesson here: When someone searches for “best _____”, Google wants to show them a list. That’s the searcher’s intent.
  41. 41. @spyfu Your page about your microphone optimized for “best podcast microphone” isn’t going to rank.
  42. 42. @spyfu In fact, there are no single- product pages. (I stopped looking after page 3)
  43. 43. @spyfu Google started doing similar stuff with questions (and will probably do even more because of BERT)
  44. 44. @spyfu Questions (about airpods)
  45. 45. @spyfu Big differences in % of searches clicked.
  46. 46. @spyfu Gain context and exploit new opportunities with Next Generation Metrics
  47. 47. @spyfu See how many clicks a keyword gets. Metric: # of Clicks Use to prioritize keywords much the same way you use Search Volume.
  48. 48. @spyfu “How much are airpods” vs “new apple airpods”
  49. 49. @spyfu How often do people click? Metric: % no-click (and % clicked) Use to understand the user’s behavior – (or Google’s manipulation of it).
  50. 50. @spyfu “How much are airpods” vs “new apple airpods”
  51. 51. @spyfu If a low percent of users click on a keyword, you need to understand why.
  52. 52. @spyfu Snippet-heavy?
  53. 53. @spyfu …or maybe just heavy mobile?
  54. 54. @spyfu How mobile is the keyword? Metrics: % mobile vs % desktop Use to drive the user experience. Mobile-first? Image heavy? Video?
  55. 55. @spyfu “due date calculator” vs “gpa calculator”
  56. 56. @spyfu How much is Paid vs Organic clicks? Metric: % Paid and % Organic Use to understand where the user is in the purchase process.
  57. 57. @spyfu From an SEO perspective, it tells you how many of those clicks you can get.
  58. 58. @spyfu Much more context about how to optimize.
  59. 59. @spyfu All this stuff is free
  60. 60. @spyfu Tip #1: Prioritize based on # clicks instead of Volume
  61. 61. @spyfu Tip #2: Filter out keywords with high % non-click
  62. 62. @spyfu Tip #3: Snippet-Optimize for high no-click keywords
  63. 63. @spyfu Tip #4: Optimize your On-SERP presence for no-click keywords • Get in the lists that are part of the snippets • Fill out profiles for anything that ranks in your space.
  64. 64. @spyfu Tip #5: High % mobile searches need a mobile-first experience.
  65. 65. @spyfu Tip #6: Build a Desktop-first experience for high % desktop keywords.
  66. 66. @spyfu Tip #7: Build your content around the questions people ask
  67. 67. @spyfu Be sure to: • Match the search intent. What does Google want to promote? • Understand mobile vs desktop • Understand click vs no-click
  68. 68. @spyfu Tip #8: Zero in on “buying” keywords using % paid clicks.
  69. 69. @spyfu Tip #9: Use “Transactional Keywords” to find opportunities in the buying cycle. Best ___ → Reviews → Shop for ____ → ____ Cheap → Buy ____ → ____Promos
  70. 70. @spyfu Then, filter by: • Clicks or Search Volume (go after the big ones) • Keyword Difficulty (go after the easy ones) • Low % no-click (if you want to avoid snippet optimization) • High % Organic Clicks - (if you don’t want to compete w paid) • High % Paid Clicks – (if you want a proven paid keyword) • High % mobile or desktop (depending on the user experience you provide)
  71. 71. @spyfu Tip #10: Focus on clusters of keywords
  72. 72. @spyfu Tip #11: Eliminate the keywords you already advertise on
  73. 73. @spyfu … then flip to the Groups tab
  74. 74. @spyfu Tip #12: Look at all your competitors at once
  75. 75. @spyfu You can look at any number of competitors at once
  76. 76. @spyfu Now you’re looking at all the full range of opportunities
  77. 77. @spyfu Every question in your market broken into topics
  78. 78. @spyfu It also works for PPC research
  79. 79. @spyfu Google is going to continue to do this. In ads, their Northstar is eCPM. But, more broadly, it’s ARPU (Average Revenue per User) • Quicker answers = more searches • More searches = more ads served
  80. 80. @spyfu Next? No-click searches → No-search searches (not joking)
  81. 81. @spyfu No-search searches are here!
  82. 82. @spyfu But, that whole more searches thing… They’ve been making that happen for 20 years. Honestly, it’s worked out pretty well for all of us.
  83. 83. @spyfu Things are a bit more complicated. But…
  84. 84. @spyfu Take your pick: “Chance favors the prepared mind.” - Louis Pasteur “Chaos is a ladder.” – Bran (Game of Thrones) “You can’t change the direction of the wind but, something, something adjust your sails…” – a Greeting Card
  85. 85. @spyfu Questions? @mrspy /u/sporktopus