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@jennyhalasz #pubcon
Keyword Research:
Ongoing Optimization
JENNY HALASZ
@jennyhalasz #pubcon
About Jenny
In SEO since 2000 – 17 years!
Speaker at Pubcon, SMX, SES,
StateofSearch, InternetSummit,...
@jennyhalasz #pubcon
About Jenny
@jennyhalasz #pubcon
This Ain’t Your Mama’s Keyword Research
Good rankings for some keywords
Good meta tags and Titles
...
@jennyhalasz #pubcon
Four Key Strategies: The KICC Method©
•Keyword Mapping
•Intention Analysis
•CTR (Click-Through Rate) ...
@jennyhalasz #pubcon
Keyword Mapping: 4 Steps
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages
@jennyhalasz #pubcon
Keyword Mapping: Step One
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages
@jennyhalasz #pubcon
Gather Data
Google Analytics (GA) Top
Pages by Organic Traffic
Google Search Console (GSC)
Top Keywor...
@jennyhalasz #pubcon
Gather Data
@jennyhalasz #pubcon
Gather Data
@jennyhalasz #pubcon
Gather Data
@jennyhalasz #pubcon
Keyword Mapping: Step Two
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages
@jennyhalasz #pubcon
Process the Data
@jennyhalasz #pubcon
Keyword Mapping: Step Three
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages
@jennyhalasz #pubcon
Classify Pages: Group by Category
Home Page
& Support
Pages
Category
Pages
Product
Pages
Product
Deta...
@jennyhalasz #pubcon
Classify Pages: Group by Intent
@jennyhalasz #pubcon
Classify Pages: Group by Intent
Think Critically: What is
the Purpose of your Home
Page and Support P...
@jennyhalasz #pubcon
Classify Pages: Group by Intent
Category and Product
Pages?
Answer: To buy or
compare products/servic...
@jennyhalasz #pubcon
Classify Pages: Group by Intent
Articles and Blog Pages?
Answer:
• Intro brand
• Establish authority
...
@jennyhalasz #pubcon
Keyword Mapping: Step Four
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages
@jennyhalasz #pubcon
Assign Keywords To Pages
Focus on Top
Pages from
GA
Use Existing
Rankings
Match Intent
with Content
F...
@jennyhalasz #pubcon
Assign Keywords To Pages
@jennyhalasz #pubcon
Four Key Strategies: The KICC Method©
Keyword Mapping
•Intention Analysis
•CTR (Click-Through Rate) ...
@jennyhalasz #pubcon
Intention Analysis
Top Pages
(Eliminate
Organic)
Keywords
by page
from GSC
@jennyhalasz #pubcon
Intention Analysis
Top Pages
(Eliminate
Organic)
Keywords
by page
from GSC
• What keywords are drivin...
@jennyhalasz #pubcon
Intention Analysis: “Vape Pen” Example
Top Pages
(Eliminate
Organic)
Keywords
by page
from GSC
@jennyhalasz #pubcon
Four Key Strategies: The KICC Method©
Keyword Mapping
Intention Analysis
•CTR (Click-Through Rate) ...
@jennyhalasz #pubcon
CTR Optimization
Top
Traffic
Pages in
GSC
Top
Traffic
Keywords
in GSC
@jennyhalasz #pubcon
CTR Optimization: Top Traffic Pages
Top Traffic
Pages in
GSC
Top Traffic
Keywords
in GSC
Eliminate
an...
@jennyhalasz #pubcon
CTR Optimization: Top Traffic Pages
Top Traffic
Pages in
GSC
Top Traffic
Keywords
in GSC
@jennyhalasz #pubcon
CTR Optimization: Top Traffic Keywords
Top Traffic
Pages in
GSC
Top Traffic
Keywords
in GSC
Eliminate...
@jennyhalasz #pubcon
CTR Fail Example: “How Old Do You Have to Be To Vape?”
Top Traffic
Pages in
GSC
Top Traffic
Keywords
...
@jennyhalasz #pubcon
Four Key Strategies: The KICC Method©
Keyword Mapping
Intention Analysis
CTR (Click-Through Rate) ...
@jennyhalasz #pubcon
Content Gap Analysis
New Content to Create
New
ideas
Pages that
didn’t match
intent or w/
low CTR
Key...
@jennyhalasz #pubcon
Three Key Strategies: The KICC Method©
Keyword Mapping
Intention Analysis
CTR (Click-Through Rate)...
@jennyhalasz #pubcon
Results of The KICC Method©
Better Keyword/Content Match
Better ROI
Better CTR from Google
List o...
@jennyhalasz #pubcon
Thank You!
Jenny Halasz
@jennyhalasz
jlh-marketing.com
Download This Deck:
bit.ly/kicc-method
The KIC...
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This Ain't Your Momma's Keyword Research

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Going beyond the basics, using keyword research to improve existing efforts at optimization. Unveiling the KICC Method.

Published in: Internet

This Ain't Your Momma's Keyword Research

  1. 1. @jennyhalasz #pubcon Keyword Research: Ongoing Optimization JENNY HALASZ
  2. 2. @jennyhalasz #pubcon About Jenny In SEO since 2000 – 17 years! Speaker at Pubcon, SMX, SES, StateofSearch, InternetSummit, Conversion Conference… Writer for Search Engine Journal & Search Engine Land #AskAnSEO on Search Engine Journal
  3. 3. @jennyhalasz #pubcon About Jenny
  4. 4. @jennyhalasz #pubcon This Ain’t Your Mama’s Keyword Research Good rankings for some keywords Good meta tags and Titles Optimized H1s Solid content SO WHAT NOW?
  5. 5. @jennyhalasz #pubcon Four Key Strategies: The KICC Method© •Keyword Mapping •Intention Analysis •CTR (Click-Through Rate) Optimization •Content Gap Analysis
  6. 6. @jennyhalasz #pubcon Keyword Mapping: 4 Steps Gather Data Process Data Classify Pages Assign Keywords To Pages
  7. 7. @jennyhalasz #pubcon Keyword Mapping: Step One Gather Data Process Data Classify Pages Assign Keywords To Pages
  8. 8. @jennyhalasz #pubcon Gather Data Google Analytics (GA) Top Pages by Organic Traffic Google Search Console (GSC) Top Keywords by Traffic Keyword Ranking Data from another source (optional) Search Volume Data
  9. 9. @jennyhalasz #pubcon Gather Data
  10. 10. @jennyhalasz #pubcon Gather Data
  11. 11. @jennyhalasz #pubcon Gather Data
  12. 12. @jennyhalasz #pubcon Keyword Mapping: Step Two Gather Data Process Data Classify Pages Assign Keywords To Pages
  13. 13. @jennyhalasz #pubcon Process the Data
  14. 14. @jennyhalasz #pubcon Keyword Mapping: Step Three Gather Data Process Data Classify Pages Assign Keywords To Pages
  15. 15. @jennyhalasz #pubcon Classify Pages: Group by Category Home Page & Support Pages Category Pages Product Pages Product Detail Pages Articles/Blog
  16. 16. @jennyhalasz #pubcon Classify Pages: Group by Intent
  17. 17. @jennyhalasz #pubcon Classify Pages: Group by Intent Think Critically: What is the Purpose of your Home Page and Support Pages? Answer: To help people who already know about your company or have already bought from you.
  18. 18. @jennyhalasz #pubcon Classify Pages: Group by Intent Category and Product Pages? Answer: To buy or compare products/services
  19. 19. @jennyhalasz #pubcon Classify Pages: Group by Intent Articles and Blog Pages? Answer: • Intro brand • Establish authority • HELP people
  20. 20. @jennyhalasz #pubcon Keyword Mapping: Step Four Gather Data Process Data Classify Pages Assign Keywords To Pages
  21. 21. @jennyhalasz #pubcon Assign Keywords To Pages Focus on Top Pages from GA Use Existing Rankings Match Intent with Content Find Keywords with No Match
  22. 22. @jennyhalasz #pubcon Assign Keywords To Pages
  23. 23. @jennyhalasz #pubcon Four Key Strategies: The KICC Method© Keyword Mapping •Intention Analysis •CTR (Click-Through Rate) Optimization •Content Gap Analysis
  24. 24. @jennyhalasz #pubcon Intention Analysis Top Pages (Eliminate Organic) Keywords by page from GSC
  25. 25. @jennyhalasz #pubcon Intention Analysis Top Pages (Eliminate Organic) Keywords by page from GSC • What keywords are driving traffic if any? • Do these match the intent of the page? • If someone searched this keyword, is your page a good result? • What keywords did you map to this page? • Make Changes
  26. 26. @jennyhalasz #pubcon Intention Analysis: “Vape Pen” Example Top Pages (Eliminate Organic) Keywords by page from GSC
  27. 27. @jennyhalasz #pubcon Four Key Strategies: The KICC Method© Keyword Mapping Intention Analysis •CTR (Click-Through Rate) Optimization •Content Gap Analysis
  28. 28. @jennyhalasz #pubcon CTR Optimization Top Traffic Pages in GSC Top Traffic Keywords in GSC
  29. 29. @jennyhalasz #pubcon CTR Optimization: Top Traffic Pages Top Traffic Pages in GSC Top Traffic Keywords in GSC Eliminate anything under x sessions Sort by CTR ascending Click through pages to see what keywords rank Do sample searches to see what the snippet looks like Be surprised and dismayed
  30. 30. @jennyhalasz #pubcon CTR Optimization: Top Traffic Pages Top Traffic Pages in GSC Top Traffic Keywords in GSC
  31. 31. @jennyhalasz #pubcon CTR Optimization: Top Traffic Keywords Top Traffic Pages in GSC Top Traffic Keywords in GSC Eliminate anything under x sessions Sort by CTR ascending Do sample searches to see what the snippet looks like Be surprised and dismayed AGAIN
  32. 32. @jennyhalasz #pubcon CTR Fail Example: “How Old Do You Have to Be To Vape?” Top Traffic Pages in GSC Top Traffic Keywords in GSC
  33. 33. @jennyhalasz #pubcon Four Key Strategies: The KICC Method© Keyword Mapping Intention Analysis CTR (Click-Through Rate) Optimization •Content Gap Analysis
  34. 34. @jennyhalasz #pubcon Content Gap Analysis New Content to Create New ideas Pages that didn’t match intent or w/ low CTR Keywords not mapped to a page
  35. 35. @jennyhalasz #pubcon Three Key Strategies: The KICC Method© Keyword Mapping Intention Analysis CTR (Click-Through Rate) Optimization Content Gap Analysis
  36. 36. @jennyhalasz #pubcon Results of The KICC Method© Better Keyword/Content Match Better ROI Better CTR from Google List of Content to Create
  37. 37. @jennyhalasz #pubcon Thank You! Jenny Halasz @jennyhalasz jlh-marketing.com Download This Deck: bit.ly/kicc-method The KICC Method© is copyright of JLH Marketing, Inc. and may not be used or duplicated without permission.

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