Keyword Research: The Secret Expert Techniques You Need to Know

@JudithLewis
Keyword Research:
The Secret Expert Techniques You Need to Know
@JudithLewis

@JudithLewis
➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and
integrated marketing campaigns - working with bloggers for link building
➡ Got on the Internet in 1986 at my school lab
➡ Working online with search since 1996
➡ Worked in-house within e-Commerce, Publishing & High Tech
➡ Have worked with Google (SEO for product sites), Orange, COI,
NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal,
Readers Digest, Bayer, Family Search, Amadeus, AMD, AmEx, TotalJobs,
Virgin.com, Virgin Startup, Zopa, Inspire Malibu & more
➡ Chosen as a founding Modern Muse, contributed to book “Pimp My Site”,
judge of the UK, US & European Search Awards, one of the SEO Chicks,
blog on Huffington Post & run MostlyAboutChocolate.com food blog
AM I
WhoObligatory slide !
Judith Lewis

@JudithLewis
I give chocolate
for *relevant*
questions

@JudithLewis
Keyword research is
never a direct route from
start to finish – it is often
a twisting journey

@JudithLewis
Keyword Research Checklist
Research your own products
Look at the competition
Answer Questions
Use several tools
Verify everything using data
CHEAT

@JudithLewis
Focus on TOPICS not
Keywords
RankBrain & Humans
mean we need to optimize
differently

@JudithLewis 10
@JudithLewis
@MostlyAboutChoc
Research Your Own Products

@JudithLewis
Research Your Own Products
Understand what people
call your product normally
Find ways that people
describe what you are
selling
Check AdWords keyword
tool to see what people
search for related to your
procuct
Make sure you understand
all ways people refer to
your product

@JudithLewis
Look at the Competition

@JudithLewis
Research Your Competitors
Look at their tactics
Steal their ideas
Do your research
Improve on what they
are doing
Understand your
audience
Become the thought
leader in your space

@JudithLewis
Understand the Questions

@JudithLewis
Within the keyword research should be a
number of keywords which are actually
questions people ask Google in volume such
as:
best speakers for live band
best sound system for restaurant
best waterproof speakers
best outdoor speaker
best line array speakers
best pa speakers
best cinema sound system
By helping people through answering this
question or perhaps even redefining the
question, visitors and awareness will
increase.
Fulfil a Need or Answer a Question

@JudithLewis
Answer
The
Public
.com

@JudithLewis
Search
Intent
.co.uk

@JudithLewis
Lists Do Well and Numbers Sell
Lists and numbers help to inspire
clicks and reads (as well as shares).
Make this more “Friday afternoon”
content which will achieve better
shares when people prepare to wind
down (or in media, Thursday
morning…)
Create less focused, more highly
sharable and linkable content,
utilising lists like “top 10 chocolate
bvrands” or “Over 50% of people
prefer dark chocolate but the real
reason why will surprise you…”

@JudithLewis
Use Several Tools

@JudithLewis
Some Keyword Spinning Tools
http://grepwords.com/
http://keywordshitterpro.com/
http://keywordsnatcher.com/
https://www.visualthesaurus.com/
http://grepwords.com/
http://soovle.com/
http://tools.seochat.com/tools/suggest-
tool/
http://www.longtailpro.com/
http://keywordsnatcher.com/
http://answerthepublic.com/
http://www.searchintent.co.uk
http://secockpit.com/
http://ubersuggest.org/
http://keywordtool.io/
https://kwfinder.com/
http://www.longtailpro.com/
https://www.hittail.com/
http://www.wordstream.com/keyword-
suggestion-tool
https://adwords.google.com/ko/Keyw
ordPlanner/Home
http://www.keywordeye.com/
http://www.wordtracker.com/
https://serpiq.com/

@JudithLewis
Google Trends Helps Identify Stories of the Moment

@JudithLewis
As Well as Overall Seasonal Trends

@JudithLewis
Google Adwords Tool/Planner
| 25

@JudithLewis
Google Adwords Tool/Planner

@JudithLewis
Verify Using Data

@JudithLewis
Google now recommends phrases as enhancements or extensions to the search someone does. This is a
valuable area to target as these are the suggestions Google is offering. Always do original research as well.
The below is an example of what is possible with keyword research.
Some target keywords include:
life expectancy with congestive heart failure
aha heart failure guidelines
end stage heart failure life expectancy
virus that causes heart failure
Possible alternative health targets:
juicing for congestive heart failure
vitamins for heart failure
yoga for congestive heart failure
Keyword Research

@JudithLewis
SEMRush
SEMRush
Paid tool
See what your competitors are ranking for i.e. what does <that
blogger I’m envious of> rank for *really*? Is that blogger *really*
getting all that traffic?
Add to seed keyword list for your keyword research – I mean, why
not?
Competitive insight if, you know, you have a business or something
but mainly I’m just nosey!
http://www.semrush.com/

@JudithLewis
You Can Stalk Me Online
Twitter: @JudithLewis
@MostlyAboutChoc
LinkedIn: http://uk.linkedin.com/in/judithlewis
Google+: https://plus.google.com/+JudithLewis
Web: http://www.decabbit.com
Blog: http://MostlyAboutChocolate.com
SEO Blog: http://www.SEO-Chicks.com
HuffPost: http://www.huffingtonpost.co.uk/judith-lewis
...and the list goes on

@JudithLewis
THANK YOU FOR YOUR TIME
37

Keyword Research: The Secret Expert Techniques You Need to Know

Keyword Research: The Secret Expert Techniques You Need to Know

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Keyword Research: The Secret Expert Techniques You Need to Know