Seven Sources of Keyword Research to Drive Smart Content Marketing
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Presented by Krista LaRiviere, CEO and CoFounder of gShift, in the SMX Theatre at SMX West 2015. Digital marketers have accepted the fact that Content Marketing is a fundamental aspect of a successful SEO strategy. Keyword research is often overlooked in the content creation process. Learn about the seven sources of keyword research sources to drive a smart content marketing strategy for ultimate discoverability in search and social.
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Seven Sources of Keyword Research to Drive Smart Content Marketing
- 1. WEB PRESENCE ANALYTICS FOR AGENCIES & BRANDS Seven Sources of Keyword Research To Drive Smart Content Marketing Krista LaRiviere Cofounder & CEO, gShift Director, SEMPO International
- 2. @KristaLaRiviere @gShiftLabs 1. Content Marketing 2. Data 3. Keywords 4. Seven Sources of Keyword Research 5. Give away a $2500 SEO Audit Let’s Talk About…
- 3. gShift helps marketers create smarter content. We enhance content marketing discoverability in search and social. We have proprietary engagement & performance metrics to prove it. gShift’s Software @KristaLaRiviere @gShiftLabs
- 4. SaaS platform collects and stores billions of content-level data points from search and social. We do this for 10,000+ brands and 6,000+ users in 22 countries. We transform big data into insights with intelligence for decision making. Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment. gShift’s Software @KristaLaRiviere @gShiftLabs
- 6. MOST UNTAPPED POTENTIAL FOR SEO @KristaLaRiviere @gShiftLabs
- 8. EB PRESENCE ANALYTICS for BRANDS AND AGENCIES @KristaLaRiviere @gShiftLabs
- 9. @KristaLaRiviere @gShiftLabs #6: Discovered #5: Dominate #4: Difference #3: Delivered #2: Decisions #1: Data The Six D’s To Digital Discoverability
- 10. #WSIBocaRaton Keywords Content 1. Which keywords is this content being optimized for? 2. What stage of the sales funnel is this content for? 3. How is this content helping my prospect make a buying decision? 4. It is supporting the prospect through the buying cycle? @KristaLaRiviere @gShiftLabs DON’T FORGET ABOUT KEYWORD RESEARCH
- 11. @KristaLaRiviere @gShiftLabs SMARTER CONTENT MARKETING Related Searches+ Volume GA & GMT Competitors’ Backlinks Not Provided Social Conversations Mobile Search Voice Search ALL YOUR KEYWORD RESEARCH IN ONE PLACE
- 12. #1 RELATED SEARCHES PLUS SEARCH VOLUME @KristaLaRiviere @gShiftLabs
- 14. #2 GOOGLE ANALYTICS & WEBMASTER TOOLS @KristaLaRiviere @gShiftLabs
- 19. #4 SECURE SEARCH (NOT PROVIDED) @KristaLaRiviere @gShiftLabs
- 26. INFLUENCERS ©2013 WSI. All rights
- 27. ASSOCIATED TERMS & HASHTAGS ©2013 WSI. All rights
- 28. RELATED CONTENT ©2013 WSI. All rights
- 30. @KristaLaRiviere @gShiftLabs 700 Digital Marketers Are you factoring mobile into your SEO & PPC strategies? Less than 50% are factoring mobile into their SEO & PPC strategies. 30% are not considering mobile at all!
- 31. @KristaLaRiviere @gShiftLabs MOBILE HAS GONE MAINSTREAM GSM Association, Oct 2014 7.2 billion people 7.2 billion mobile devices
- 33. MOBILE SEO, MOBILE CONTENT MARKETING @KristaLaRiviere @gShiftLabs Mobile Discoverability
- 34. KEYWORD POSITIONS BY GEOGRAPHY & DEVICE @KristaLaRiviere @gShiftLabs
- 35. KEYWORD POSITIONS BY GEOGRAPHY & DEVICE
- 39. @KristaLaRiviere @gShiftLabs EVERYONE IS USING VOICE SEARCH Northstar Research, Oct 2014 1400 Americans across all age groups
- 43. EXPAND YOUR KEYWORD RESEARCH for Mobile - Conversational Searches (Desktop & Mobile) - Geography • Flower shop • Flower store • Flower shop Honolulu • Flower store Honolulu • Flower shop in Honolulu • Flower store in Honolulu • I am looking for a flower shop • I am looking for a flower store • I am looking for a flower shop in Honolulu • I am looking for a flower store in Honolulu @KristaLaRiviere @gShiftLabs
Editor's Notes
- Competitor Backlink Data
- SEO is not dead… not by any stretch of the imagination… bu the way we do it has change eConsultancy… SEMPO State of Search
- Producing engaging content… this is where SEO data can come in… specifically keyword research data.
- But more interesting to me is the opportunity to get it right. And that’s what excites me when I think about your business and your customers. If you start thinking about a brands long term discoverability in search and social across device in an earned, owned and paid world… and can communicate that opportunity to your clients… and price the services appropriate… I think there is revenue upside for your businesses.
- The length of time a tweet lives That’s a lot of lost data… lost conversations Thoughtful conversations based on only 140 keywords… each thought out carefully to get the idea across T
- What keywords should I focus on??
- Keyword gap and I guarantee we all have a gap .
- The number of tweets in a day… The number of conversations… That’s a lot of data
- The number of tweets in a day… The number of conversations… That’s a lot of data
- The length of time a tweet lives That’s a lot of lost data… lost conversations Thoughtful conversations based on only 140 keywords… each thought out carefully to get the idea across T
- The length of time a tweet lives That’s a lot of lost data… lost conversations Thoughtful conversations based on only 140 keywords… each thought out carefully to get the idea across T
- The number of tweets in a day… The number of conversations… That’s a lot of data
- The length of time a tweet lives That’s a lot of lost data… lost conversations Thoughtful conversations based on only 140 keywords… each thought out carefully to get the idea across T
- One of the most overlooked aspects of a content marketing strategy is the distribution and publishing.
- According to the most recent estimates of global mobile devices penetration from GSM Association and to global population growth forecast, we estimate that the number of mobile devices in the world oficially exceeded the global population of 7.2 bliion people during the first week of October 2014. The number of mobile devices is now trending toward 10 billion by 2018.
- 106 years ago… We know that It is important to realize that mobile’s relevance has actually increased, even if the excitement around it has dipped.
- Think about: Mobile SEO Mobile Content Marketing Differences in discoverability Understanding the differences thru data Service opportunities for agencies Competitive opportunities for brands
- A search from a Device also affects your clients discoverability. So consider a prospect searching from a device at 1 Bay Street Toronto then doing that same search even blocks away at 255 Front Street. The search results may be different. You, as an Agency need insight into those difference in order to effectively optimize.
- So you can now, in the gShift software, obtain position data, not just from a country specific engine, but now also from a city and a city on a mobile device or desktop.
- The length of time a tweet lives That’s a lot of lost data… lost conversations Thoughtful conversations based on only 140 keywords… each thought out carefully to get the idea across T
- We all know what this is and consider this in our keyword research… typing a keyword into the google search box.
- What about this… I think we know what this is too. It’s a voice search performed from the Google Search Box. Easy. But how does that affect Keyword Research for your client. Not so easy.
- October 14, 2014. Northstar Research, surveying 1,400 Americans across all age groups. Here are the results. Everyone is using voice search! More than half of teens (13-18) use voice search daily—. Adults are also getting the hang of it, with 41 percent talking to their phones every day and 56 percent admitting it makes them “feel tech savvy.” Expand your keyword research and optimization efforts to include conversational searches.
- And so the behviour of a searcher changes when they perform a textual search at the search box
- Compared to a voice search… and the search results are different because the search behaviour is different. A searcher is more likely to produce a conversation search such as “I’m looking… ” This isn’t rocket science but as agencies responsible for a brand’s discoverability we need to expand our keyword research methodologies and groupings.
- So when doing keyword research consider… And what is more of a Kluster of keywords.