35 minute talk about the changing subject of keyword research

1. Roy Huiskes - roy@chapter42.com
How to do keyword research?
KEYWORDS

2. Don’t worry.
This presentation will be
available afterwards.

3. What is my day job?
I’m helping these
companies with their digital
marketing by optimising
their website for users
and a little bit for
search engines
(I’m looking at you AMP)

4. Popularity
Content
Technical
stuff
Three pillars of SEO
The fact that these bubbles are the same size isn’t representative anymore (and never was)

5. Still very effective

6. In the beginning there was…

7. Making keywords was a lot of work, but still very easy.

8. 2013 - Not Provided

9. Mobile searches for “best” have grown
over 80% in the past 2 years.
Well…
Google Data, U.S., Jan. - June 2015 vs. Jan. - June 2017. Top 500 "best" search terms

10. Google is getting smarter
Autosuggest, Panda, Penguin, Hummingbird and Rankbrain

11. SEO in 2016
- 4 ads
- Rich cards
- Google Local
- Organic results

12. SEO in 2017, 2018 etc…

13. 51% of smartphone users have
purchased from a company/brand other
than the one they intended to because
the information provided was useful.
and…
Google/Ipsos, "Consumers in the Micro-Moment," Wave 3, U.S., n=1291 online smartphone users 18+, August 2015.

14. Recognising the meaning is hard
- Some keywords have several different
meanings.
- This is not always easy, especially in a
small language like Dutch.
- So make sure that you check your
Umfeld as well. What does Google think
of that?

15. Let alone if there is truly another meaning

16. In the past two years on YouTube, videos
with “review” in the title had more than
50,000 years’ worth of watch time on
mobile alone.
Don’t forget…
YouTube Data, U.S., Classification as review videos were based on public data such as headlines, tags, etc., and may not account for
every such video available on YouTube, July 2015 - June 2017

17. Are you talking to me?

18. Google Home - Amazon Echo - Xbox One
- Xbox Home : There no top 10 anymore, just 1 result.
- One Answer:
- It’s not only a Google Home, but also, Apple
Homepod, Sonos One, Amazon Echo or Xbox
One (cortana, all Microsoft devices)
- 18.8M amazon echo’s are sold (June 2017)
- It’s not suitable for all queries (yet).
- Google is better at informational queries, while
Amazon is winning the transactional part.
20% of search queries are already voice. 50% is expected in 2020

19. While voice commands are getting more regular, the length of the query
increases as well. People get better at searching, refining and asking
natural questions. And so does Google, Amazon and Microsoft. (Apple still
sucks…)
This will only increase with rise of chatbots and assistants
So a lot of changes…

20. Keyword research
is not about tools.

21. Searcher’s Task
Accomplishment.

22. Why are they searching in
the first place?

23. What triggered them?

24. In the end tools are handy
for
data and insights though:

25. Answer the public
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• keyword research for organic seo
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• organising keyword research

26. What are the questions around the topic ‘keyword research’
- Obviously people want to know ‘HOW’

27. Zero moment of Truth - Google
MBTI Based personas - Myers Briggs
Customer Journey - McKinsey
But since where working with Google, let’s stick with Google’s last version
with the mobile micro moments:
Models for your customer journeys / micro moments

28. What’s the…
Intention

29. Know

30. Know: what is SEO

31. Go

32. Go: locksmith enschede

33. Do

34. Do: How to do keyword research

35. Buy

36. Well that should teach me, asking stuff in english, localised for the Netherlands…

37. ThinkwithGoogle.com has a lot of great info about these micro moments.

38. Winning content means
searcher task
accomplisment

39. 1.Brainstorm keywords
2.Categorise
3.Get the data connected (rankings, adwords,
conversions, landing pages): insights
4.Map the Customer journey
5.Prioritise the keywords
5 step process

40. 1. Brainstorm

41. The world’s worst and most used organizer

42. • Idea generation (lock yourself, and a co-worker or your mom, up with a lot of post-its)
• Customer journey situations
• Variations, synonyms and Plurals
• Reports, internal (and external) presentations
• Google Search Console
• Google Adwords Reports (exact match reports)
• Google Analytics Internal Search (or any other internal search engine)
• Google Auto Suggest
• Competitors: title tags, visual content, sitemaps and reverse ranking tools like ahrefs,
majestic, searchmetrics or sistrix.
Generate a list of keywords

43. TF*IDF

44. F*CK THAT

45. Your Money / Your Life
Expertise / Authority / Trust

46. • Is this the right place?
• Why should I do this now?
• Can I trust this website?
• What can I do right now?
• How hard is it going to be (on my mobile?)
• What happens when I finish this now?
Are we including and using universal keywords that ensure these that these topics are
covered?
Questions

47. 2. categorise

48. Know (informatinal) Go(navigational) Do (informationable) Buy (transactional)
What is a cloud solution? cloudsolutions.com
Cloud solution benefits,
cloud solutions comparison
get dropbox
Best toothbrush? 7/11 near me how to clean my toothbrush buy cheap toothbrushes
Mapping the search terms in a mobile world

49. 3. Connect data

50. Keyword tools:
- Google Adwords Keyword Planner
(Google really doesn’t like that, if you still have any data in there)
- Google Search Console (Biased towards current rankings)
- ahrefs.com (great for content ideas as well)
- keywordtool.io (fast, cheap and decent interface)
- answerthepublic.com (awesome)
- kwfinder.com/ (some people like this better than keywordtool.io, it’s more or less similar
- majestic.com (link data and keywords rankings for the long term with Google Search Console)
- GetStat, SERPlab, SEMrush, Searchmetrics, Brightedge Datacube, Conductor Searchlight & AWRCloud
Internal Searches: (Google Analytics > Behaviour > Site Search > Search Terms)
Chatbot and Assistants (markets are conversation remember?)
Get the data

51. My favourite tool of choice:

52. keywordtool.io

53. SEMrush has some nice tools to generate lists
- Be sure to verify the data, it can be off sometimes, use as an indicator.

54. Majestics ranking option is based upon Google Search Console
- It’s actually the only Google Terms of Service compliant rank tracker.

55. track rankings?

56. We need those
celebrations if a keyword
is up!

57. 4. map journey

58. Maybe you shouldn’t do this…
- At first we’ve tried to write out all the possibilities for a couple of personas with 2
specific product customer journeys. We’ve gather over 150 touch points within half an
hour. And this was not even data-driven…

59. 5. Prioritise

60. Don’t be greedy

61. UX and SEO are usually more or less the same. In the past we had several issues
with navigation menu’s and dropdown menu’s. Google tries to calculate the
outcomes of this these day with certain heuristic techniques.
A UX that suits all phases of a customer journey will be the most successful for
the user and thus for Google when the query isn’t clear in its objective.
That’s why there’s room for value added comparison engines in Google.
Somebody who is looking for ‘car insurance comparison’ has bigger chance of
getting a quote from a comparison engine than from a direct writer, just because
his current, or new favourite company probably is in the list to be compared.
Think of this while choosing your keywords.
UX and SEO

62. Google’s popularity metrics also contain a connection
between the brand name, the searches with the brand name
and products and the ranking for those general keywords.
Getting more branded keyword queries in Google (yoast
keyword research) will grow the Yoast brand and connect the
brand (yoast) to the topic (keyword research)
Popularity and keywords
(SEMrush rankings factors 2017 talks about ‘direct traffic’).

63. Popularity

64. https://huisk.es/kwr-yoast

65. Or Google Spreadsheets for that matter.
Make sure that you are logged in
a Google Account and you can
make a copy of this sheet.

66. The end result

67. BigQuery (or AWS)
Python (or R)
Data Studio (or tableau…)
& API’s (all of them…)
Do it even better? Think about:

68. Make sure that management understands as well:
http://www.wordle.net/ and drop the excel act.

69. Thanks! Questions?