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Competitor Keyword Research for SEO [Melbourne #seomeetup]

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Competitor Keyword Research for SEO [Melbourne #seomeetup]

  1. 1. 5th June 2013 Competitor Keyword Research for SEO by Jason Mun 1
  2. 2. JasonMun.com Introduction 2 2005 2008 2009 2011 2012 2013 Systems Analyst Web Analyst Senior SEO Specialist Senior Search Specialist SEO Manager Independent SEO Consultant Brands I’ve worked on… @jasonmun plus.google.com/110294128730059915083 Jasonmun.com
  3. 3. JasonMun.com Spy on Competitors… 3 1. Data Gathering – Tools of the Trade 2. Analyse Data & Metrics 3. Filter & Categorise 4. Adapt & Execute
  4. 4. JasonMun.com Data Gathering – Tools of the Trade 4
  5. 5. JasonMun.com SEMrush – Paid Tool 5 Enter URL Select Organic > Positions Number of keywords ranking in Top 20 Export data in to CSV OUCH! Link: www.semrush.com
  6. 6. JasonMun.com SEMrush – Data Export 6 Keep these Don’t need these Use these URLs with Google Keyword Tool Content Ideas!
  7. 7. JasonMun.com Google Keyword Tool 7Link: https://adwords.google.com/o/KeywordTool Make sure you are logged in Enter URL here Set targeting options Use exact match Sort by local monthly searches Download data in to CSV Repeat process with other URLs (deep pages)
  8. 8. JasonMun.com Google Keyword Tool – Data Export 8 Use Find & Replace to remove square brackets Don’t need these
  9. 9. JasonMun.com Screaming Frog – Free & Paid 9 Enter URL Screaming Frog scrapes the following information Link: http://www.screamingfrog.co.uk/seo-spider/
  10. 10. JasonMun.com Meta Keywords a Dead Giveaway 10 Select meta keywords Keywords that competitors are targeting Pro Tip: Remove the meta keywords tag if you are still using them Export data in to CSV
  11. 11. JasonMun.com Titles, Descriptions & Headings 11 Repeat process with page titles, meta descriptions & header tags
  12. 12. JasonMun.com Screaming Frog – Data Export 12 Use some Excel wizardy and clean up the data!
  13. 13. JasonMun.com Open Site Explorer - Paid 13Link: http://www.opensiteexplorer.org Enter URL Select this tab Choose this option Export data in to CSV This will tell you what keywords competitors are focussing on for link building
  14. 14. JasonMun.com Open Site Explorer – Data Export 14 Use Excel filtering options to remove brand, URL, img & noise What’s left are commercial anchor text links
  15. 15. JasonMun.com Analyse Data & Gather Metrics 15 Merge all CSV exports in to a Master spreadsheet De-dupe the keyword list Missing data from Screaming Frog & OSE
  16. 16. JasonMun.com Gather Missing Search Volume 16 Filter list by “Blank” search volume Paste keywords here in 2.5k batches PRO Tip: If you have access to the Google Adwords API, use SEOgadget’s Excel Plugin http://seogadget.com/google-adwords-plugin-excel/
  17. 17. JasonMun.com Categorise & Filter Keyword List 17 Categorise keywords (product type, location, brand, etc) Determine keyword relevancy to your brand
  18. 18. JasonMun.com Filter, Cull & Shortlist Here are some pointers to help with the filtering process: • Is the keyword relevant to my brand? • Do we have the product/service/content to support that keyword? • Can we create content around that keyword? • Do not ignore low volume keywords, they could be content ideas 18
  19. 19. JasonMun.com Taking It Further 19 Add the shortlist of keywords in to your favourite keyword ranking tool – Check how your competitors are ranking
  20. 20. JasonMun.com Use Excel to Visualise & Analyse 20 Excel pivot tables and charts are your best friends! Ranking well on low volume & longer tail keywords Ranking well on high search volume keywords
  21. 21. JasonMun.com Apply Findings to Your Own Website 21 Reprioritise your SEO efforts Optimise on-site & off-site based on findings Add to existing content plan/calendar Plan for growth
  22. 22. JasonMun.com Thank You! 22 @jasonmun plus.google.com/110294128730059915083 Jasonmun.com
  23. 23. JasonMun.com Credits & Links Thanks to: Slide 1 – http://www.honeybar.com.au Slide 3 - http://www.flickr.com/photos/anonymous9000/2663313056/sizes/o/in/photostream/ Slide 4 - http://www.flickr.com/photos/cogdog/ Slide 21 - http://www.flickr.com/photos/krasimira_nevenova/ Slide 22 - http://www.flickr.com/photos/23679420@N00/ Useful Links: http://www.semrush.com https://adwords.google.com/o/KeywordTool http://www.screamingfrog.co.uk/seo-spider/ http://www.opensiteexplorer.org http://seogadget.com/google-adwords-plugin-excel/ http://www.advancedwebranking.com/ http://www.rankerizer.com/ http://tools.seobook.com/firefox/rank-checker/ 23

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