Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advanced keyword research

2,611 views

Published on

A deconstruction of the challenges faced in the process of effective keyword research, ideas for some of the reasons why these problems occur, and some suggestions around new ways of thinking, planning, researching, categorizing and managing keywords - all in order to enable effective tactical decision making and strategic focus.

Published in: Technology
  • If you want to save yourself a lot of hassle and time with keyword research, definitely check out this software, I use it for all of my keyword research, it's the absolute best keyword research tool available http://bestkeywordresearchsoftwares.blogspot.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Advanced keyword research

  1. 1. @jonoaldersonAdvanced Keyword Research ADVANCED KEYWORD RESEARCH
  2. 2. @jonoaldersonAdvanced Keyword Research Jono Alderson Head of Insight @
  3. 3. @jonoaldersonAdvanced Keyword Research people search*with keywords
  4. 4. @jonoaldersonAdvanced Keyword Research people search*with intent
  5. 5. @jonoaldersonAdvanced Keyword Research Good SEO is about good intent-alignment
  6. 6. @jonoaldersonAdvanced Keyword Research Consumer intent Business intent Competitor intent Understand the marketplace
  7. 7. @jonoaldersonAdvanced Keyword Research strengths, weaknesses, opportunities changing & emerging trends create, or inform, strategy
  8. 8. @jonoaldersonAdvanced Keyword Research So… good, comprehensive, effective keyword research underpins good strategy
  9. 9. @jonoaldersonAdvanced Keyword Research But the process is broken 
  10. 10. @jonoaldersonAdvanced Keyword Research Stakeholders often confuse keyword research processes with defining a 'ranking wishlist'
  11. 11. @jonoaldersonAdvanced Keyword Research “ Top 10 ‘golden’ keywords. 100 commercial priority terms. Primary, secondary. Attack, defend. This quarter’s tactical opportunities. ” Easy to report on, to understand, to challenge.
  12. 12. @jonoaldersonAdvanced Keyword Research This is a TRAP.
  13. 13. @jonoaldersonAdvanced Keyword Research You don’t know what you don’t know.
  14. 14. @jonoaldersonAdvanced Keyword Research There is money left on the table.
  15. 15. @jonoaldersonAdvanced Keyword Research It breeds bad behaviour.
  16. 16. @jonoaldersonAdvanced Keyword Research This happens because…
  17. 17. @jonoaldersonAdvanced Keyword Research 1. Lack of education, experience or alternatives
  18. 18. @jonoaldersonAdvanced Keyword Research 2. Lack of tech, tools or processes to utilise more sophisticated approaches
  19. 19. @jonoaldersonAdvanced Keyword Research 3. The primary responsibility of senior stakeholders to be in control, to object, to push back
  20. 20. @jonoaldersonAdvanced Keyword Research And so… “Keyword research” rarely resembles research
  21. 21. @jonoaldersonAdvanced Keyword Research How do we fix this?
  22. 22. @jonoaldersonAdvanced Keyword Research • Get all the keywords in the market • Categorise and classify by everything • Slice and dice to identify the opportunity • Get the buy in • Monitor the results
  23. 23. @jonoaldersonAdvanced Keyword Research Getting all the keywords
  24. 24. @jonoaldersonAdvanced Keyword Research “Young Drivers Insurance” 6.6k monthly searches
  25. 25. @jonoaldersonAdvanced Keyword Research But what about all of the... [variants, plurals, stems, synonyms, typos]
  26. 26. @jonoaldersonAdvanced Keyword Research Combine multiple sources. And then keep going.
  27. 27. @jonoaldersonAdvanced Keyword Research Step one.
  28. 28. @jonoaldersonAdvanced Keyword Research Oh. Look. 266 “young drivers insurance” keywords...
  29. 29. @jonoaldersonAdvanced Keyword Research 65k monthly searches
  30. 30. @jonoaldersonAdvanced Keyword Research £318k media value
  31. 31. @jonoaldersonAdvanced Keyword Research And the site in #2…
  32. 32. @jonoaldersonAdvanced Keyword Research 13% of market 8k visits per month £41k media value
  33. 33. @jonoaldersonAdvanced Keyword Research Hanging off a page with 121 words …Which has no links …and no shares …on a tiny website
  34. 34. @jonoaldersonAdvanced Keyword Research
  35. 35. @jonoaldersonAdvanced Keyword Research One off?
  36. 36. @jonoaldersonAdvanced Keyword Research “one day car insurance” 12k
  37. 37. @jonoaldersonAdvanced Keyword Research But also…
  38. 38. @jonoaldersonAdvanced Keyword Research “1 day car insurance” 6.6k
  39. 39. @jonoaldersonAdvanced Keyword Research “day car insurance” 2.4k
  40. 40. @jonoaldersonAdvanced Keyword Research “car insurance for a day” 1.9k
  41. 41. @jonoaldersonAdvanced Keyword Research “daily car insurance” 1.6k
  42. 42. @jonoaldersonAdvanced Keyword Research Etc.
  43. 43. @jonoaldersonAdvanced Keyword Research 71k monthly searches ...and the biggest brands have <10% market share
  44. 44. @jonoaldersonAdvanced Keyword Research !!!
  45. 45. @jonoaldersonAdvanced Keyword Research Stop thinking about individual keywords!
  46. 46. @jonoaldersonAdvanced Keyword Research Start thinking about… Topics, intent and need groups
  47. 47. @jonoaldersonAdvanced Keyword Research Some of the world’s biggest brands, doing the most sophisticated marketing only track a few thousand keywords
  48. 48. @jonoaldersonAdvanced Keyword Research But this is only step one.
  49. 49. @jonoaldersonAdvanced Keyword Research about stumbling across a hidden gem; it’s about already having found and classified them all, and tactically picking opportunities
  50. 50. @jonoaldersonAdvanced Keyword Research Categorise and classify everything by everything
  51. 51. @jonoaldersonAdvanced Keyword Research 1. Group by topic 2. Find behavioral clues 3. Add real-world context
  52. 52. @jonoaldersonAdvanced Keyword Research Horizontal classification
  53. 53. @jonoaldersonAdvanced Keyword Research What can I infer about visitor intent?
  54. 54. @jonoaldersonAdvanced Keyword Research http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
  55. 55. @jonoaldersonAdvanced Keyword Research http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
  56. 56. @jonoaldersonAdvanced Keyword Research Where are my competitors ranking? …or outranking me?
  57. 57. @jonoaldersonAdvanced Keyword Research Where am I being outranked by, say, media – or highly commercial content?
  58. 58. @jonoaldersonAdvanced Keyword Research When is this OK?
  59. 59. @jonoaldersonAdvanced Keyword Research Where do I have executional advantage?
  60. 60. @jonoaldersonAdvanced Keyword Research All of this is quite resource-intensive.
  61. 61. @jonoaldersonAdvanced Keyword Research And it’s big (The mobile phone industry has ~ 150,000 keywords!)
  62. 62. @jonoaldersonAdvanced Keyword Research
  63. 63. @jonoaldersonAdvanced Keyword Research And it changes… Keywords, and topics, come and go.
  64. 64. @jonoaldersonAdvanced Keyword Research You’ve got the 30,000ft view …but you’ve lost all agility.
  65. 65. @jonoaldersonAdvanced Keyword Research What if you could make this MUCH easier?
  66. 66. @jonoaldersonAdvanced Keyword Research We’ve built a tool! http://tools.jonoalderson.com/term-tagger/
  67. 67. @jonoaldersonAdvanced Keyword Research We’ve built a tool! http://tools.jonoalderson.com/term-tagger/
  68. 68. @jonoaldersonAdvanced Keyword Research Now eyeball all of it.
  69. 69. @jonoaldersonAdvanced Keyword Research Export / Import / Pivot Recombine and assess
  70. 70. @jonoaldersonAdvanced Keyword Research Identify the opportunity
  71. 71. @jonoaldersonAdvanced Keyword Research Use SEMrush, Linkdex, or your favourite platform (and a whole lot of Excel) to explore.
  72. 72. @jonoaldersonAdvanced Keyword Research “Phrases relating to our core strengths, where visitors are early in their buying cycle, where we don’t have highly performing content” Identify gaps which can be easily filled
  73. 73. @jonoaldersonAdvanced Keyword Research “Topic groups where we’ve got top 10 rankings, where are competitors are weak, and where consumers are actively researching with questions” Use existing strengths to win consumers
  74. 74. @jonoaldersonAdvanced Keyword Research “Types of language which indicates high purchase intent, where we’re outranked by competitors who don’t rank for longer-tail queries” Disrupt/intercept competitor buying cycles
  75. 75. @jonoaldersonAdvanced Keyword Research Track & react over time Refine your understanding of ‘the market’
  76. 76. @jonoaldersonAdvanced Keyword Research Get the buy-in
  77. 77. @jonoaldersonAdvanced Keyword Research It’s really easy to improve performance for a group of keywords which everybody else is ignoring, just by creating content.
  78. 78. @jonoaldersonAdvanced Keyword Research Start small, aim big
  79. 79. @jonoaldersonAdvanced Keyword Research (But aim high enough to get a result)
  80. 80. @jonoaldersonAdvanced Keyword Research 150 words 0 links 0 likes ROI ???
  81. 81. @jonoaldersonAdvanced Keyword Research 22 likes 1 comment 0 links ROI ???
  82. 82. @jonoaldersonAdvanced Keyword Research Pick an easy win. Deploy proof-of-concept tactics for small, un- competitive niches
  83. 83. @jonoaldersonAdvanced Keyword Research Define success in terms of improved intent- alignment
  84. 84. @jonoaldersonAdvanced Keyword Research Survey on satisfaction and task-completion rate
  85. 85. @jonoaldersonAdvanced Keyword Research bit.ly/15Qsaop
  86. 86. @jonoaldersonAdvanced Keyword Research Secure more budget and support to try a small, commercially valuable niche
  87. 87. @jonoaldersonAdvanced Keyword Research Making this strategic
  88. 88. @jonoaldersonAdvanced Keyword Research http://slidesha.re/1vqvsIy
  89. 89. @jonoaldersonAdvanced Keyword Research
  90. 90. @jonoaldersonAdvanced Keyword Research Process historical performance Model to compensate for seasonality Normalise outliers Plan activity to generate results Predict impact Set targets, get buy-in
  91. 91. @jonoaldersonAdvanced Keyword Research
  92. 92. @jonoaldersonAdvanced Keyword Research
  93. 93. @jonoaldersonAdvanced Keyword Research Wrapping up
  94. 94. @jonoaldersonAdvanced Keyword Research Explore, evaluate and track more keywords
  95. 95. @jonoaldersonAdvanced Keyword Research Categorise and classify in order to start thinking about topics
  96. 96. @jonoaldersonAdvanced Keyword Research Identify tactical opportunities to demonstrate effectiveness
  97. 97. @jonoaldersonAdvanced Keyword Research Build capitalising on small scale, tactical opportunities into a wider strategy

×