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@spyfu
Keyword Research 2021
The search landscape is constantly changing. Learn about next
generation metrics and tips to get ahead and stay ahead.
@spyfu
Mike Roberts
Founder and CEO, SpyFu
@mrspy
/u/sporktopus
@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
@spyfu
No-Click Searches
@spyfu
(everybody’s talking about it)
@spyfu
History: In the beginning search sucked.
That meant that a lot of searches were unsatisfying; they
didn’t deserve our clicks.
@spyfu
Google search quality over time
@spyfu
Number of searches has also grown
@spyfu
But, recently a lot less searches are getting clicks
@spyfu
I wondered whether this could be normal fluctation
@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)
@spyfu
Paid clicks continue to increase
@spyfu
No-click happens much more often on mobile
Just 43% of mobile searches get clicked
vs
65% of desktop
@spyfu
Mobile searches are growing as a percent of total
@spyfu
But, remember: total searches is still growing
@spyfu
So, you’ve got a 8% decrease in the size of the pie
slice, but it’s a ~10% bigger pie.
@spyfu
This is less of something to freak out about – and
more of an opportunity understand (and exploit).
@spyfu
What’s Google doing?
@spyfu
Time in London
@spyfu
What is my IP address
@spyfu
Calculator
@spyfu
Weather
@spyfu
Sports
@spyfu
People
@spyfu
Facts
@spyfu
Stocks
@spyfu
I know I’m supposed to be super pissed off…
@spyfu
Local intent
@spyfu
Hotels
@spyfu
Products
@spyfu
Flights
@spyfu
Movies
@spyfu
Lyrics
@spyfu
Relatively recently, Google’s started to take things to
a new level.
@spyfu
Best _____
@spyfu
They used to write
crappy “summaries”,
now they write
“featured” snippets.
@spyfu
Here they made two.
@spyfu
They’ll make a “Best” list out of anything.
@spyfu
Seriously. It’s kind of awkward.
@spyfu
There’s a lesson here:
When someone searches for “best _____”, Google
wants to show them a list.
That’s the searcher’s intent.
@spyfu
Your page about your microphone optimized for
“best podcast microphone” isn’t going to rank.
@spyfu
In fact, there
are no single-
product
pages.
(I stopped looking
after page 3)
@spyfu
Google started doing similar stuff with questions
(and will probably do even more because of BERT)
@spyfu
Questions (about airpods)
@spyfu
Big differences in % of searches clicked.
@spyfu
Gain context and exploit new opportunities with
Next Generation Metrics
@spyfu
See how many clicks a keyword gets.
Metric: # of Clicks
Use to prioritize keywords much the same way you use
Search Volume.
@spyfu
“How much are airpods” vs “new apple airpods”
@spyfu
How often do people click?
Metric: % no-click (and % clicked)
Use to understand the user’s behavior – (or Google’s
manipulation of it).
@spyfu
“How much are airpods” vs “new apple airpods”
@spyfu
If a low percent of users click on a keyword, you
need to understand why.
@spyfu
Snippet-heavy?
@spyfu
…or maybe just heavy mobile?
@spyfu
How mobile is the keyword?
Metrics: % mobile vs % desktop
Use to drive the user experience. Mobile-first?
Image heavy? Video?
@spyfu
“due date calculator” vs “gpa calculator”
@spyfu
How much is Paid vs Organic clicks?
Metric: % Paid and % Organic
Use to understand where the user is in the purchase
process.
@spyfu
From an SEO perspective, it tells you how many of
those clicks you can get.
@spyfu
Much more context about how to optimize.
@spyfu
All this stuff is free
@spyfu
Tip #1: Prioritize based on # clicks instead of
Volume
@spyfu
Tip #2: Filter out keywords with high % non-click
@spyfu
Tip #3: Snippet-Optimize for high no-click keywords
@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.
@spyfu
Tip #5: High % mobile searches need a mobile-first
experience.
@spyfu
Tip #6: Build a Desktop-first experience for high %
desktop keywords.
@spyfu
Tip #7: Build your content around the questions
people ask
@spyfu
Be sure to:
• Match the search intent.
What does Google want to
promote?
• Understand mobile vs
desktop
• Understand click vs no-click
@spyfu
Tip #8: Zero in on “buying” keywords using % paid
clicks.
@spyfu
Tip #9: Use “Transactional Keywords” to find
opportunities in the buying cycle.
Best ___ → Reviews → Shop for ____ → ____ Cheap → Buy ____ → ____Promos
@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)
@spyfu
Tip #10: Focus on clusters of keywords
@spyfu
Tip #11: Eliminate the keywords you already
advertise on
@spyfu
… then flip to the Groups tab
@spyfu
Tip #12: Look at all your competitors at once
@spyfu
You can look at any number of competitors at once
@spyfu
Now you’re looking at all the full range of opportunities
@spyfu
Every question in your market broken into topics
@spyfu
It also works for PPC research
@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
@spyfu
Next?
No-click searches → No-search searches
(not joking)
@spyfu
No-search searches are here!
@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.
@spyfu
Things are a bit more complicated. But…
@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
@spyfu
Questions?
@mrspy
/u/sporktopus

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