1.
Kelvin Newman
@kelvinnewman
Founder - BrightonSEO
Search engine optimisation for
copywriters.
http://www.slideshare.net/kelvinnewman

2.
@kelvinnewman
So, who is this guy?
@kelvinnewman

3.
Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman

4.
@kelvinnewman
Room above the pub
I started organising a meet up in
the upstairs room of this pub
@kelvinnewman

5.
@kelvinnewman
And 4000 people came
along to the last one
@kelvinnewman

6.
How it all started
Once upon a time, I decided it would be cool to get a
group of SEO mates together in a pub to talk shop.
The idea was to share ideas and chat about all the
interesting stuff that we can’t really talk about with
anyone outside the industry for fear of them falling
asleep.
@kelvinnewman

7.
Word got out and more people showed up than
we expected.
So, next time we booked a larger room… again,
more and more people showed up.
@kelvinnewman

8.
A place where search
marketers meet, learn
and discover ways to do
their job a little better.
@kelvinnewman

9.
For Sep 2017 3,500 tickets sold
in under five minutes
*With over fifteen hundred people on the waitlist
@kelvinnewman

10.
For April 2018 our free ticket
release crashed a major ticketing
platform for an hour
@kelvinnewman

11.
And now we have a ballot
where we had 9000 people
after 2000 tickets.
@kelvinnewman

12.
So hopefully
I have a
rough idea of
what’s going
on in SEO

13.
@kelvinnewman
Don’t write for search engines
If you only take one thing away from today

14.
@kelvinnewman
Write for what search engines
think users want.
Instead what you want to do is
@kelvinnewman

15.
@kelvinnewman
Which is pretty similar to
“write for what users want”
Which I’d imagine you’re already pretty decent at.

16.
A search engine is
asking, what is the
“best” answer to a
searchers question
@kelvinnewman

17.
But “best” is doing a lot
of heavy lifting in that
sentence
@kelvinnewman

18.
Based on a gazillion
websites what do the
best websites have in
common?
@kelvinnewman

19.
They look good,
@kelvinnewman

20.
They read well,
@kelvinnewman

21.
And you can trust
them.
@kelvinnewman

22.
@kelvinnewman
in a way search engines can
understand…
But with one super-mega important caveat

23.
@kelvinnewman
At it’s crux that’s what SEO is
about.
Making websites look better, read better and become more trusted, in a
way search engines can understand.

24.
@kelvinnewman
I’m going to concentrate on
keyword research as I think it’s
the biggest opportunity for
copywriters around SEO

25.
@kelvinnewman
So what is this presentation
about?
@kelvinnewman

26.
@kelvinnewman
Well, this presentation isn’t
about…
@kelvinnewman

27.
@kelvinnewman
So, if you use the Google
Keyword Planner you can find
some excellent keywords
“
“

28.
@kelvinnewman
No rocket science - just a few
nice practical ways to get
keyword ideas you might not
have considered before

29.
Just write for your users is an easy
suggestion to make;
but how can we use keyword research
to better understand our users.
@kelvinnewman

30.
I think, we can better understand our users
needs when we can better understand how
other websites are writing about a topic
@kelvinnewman

31.
@kelvinnewman
To optimise a page now you need
more than add keyphrases.

32.
@kelvinnewman
You need to have all the phrases
and words they’d expect.

33.
@kelvinnewman
It’s about more than just the
“words” it’s more about the
ideas or concepts they represent.
@kelvinnewman

34.
Is the search query on the page and
does deserve to rank?
Old Model
@kelvinnewman

35.
Does it contain the search query and
phrases used be other pages that rank
for the term and does deserve to rank?
New Model
@kelvinnewman

36.
Nearly always better to call them
search queries rather than keywords.
An aside
@kelvinnewman
*Reminds you the searchers is ultimately
asking a question.

37.
@kelvinnewman
Take the top ten results for your
query and extract the text using
something like textise.net
Method 1

38.
From this
@kelvinnewman

39.
To this
@kelvinnewman

40.
@kelvinnewman
Bung the copy from all the
pages into a Word Cloud
Tool
I like
jasondavies.com/wordcloud

41.
@kelvinnewman
What ideas are in there that
you’re not covering in your
piece?
Is there a good reason why you’ve
excluded them?

42.
@kelvinnewman
Take the top 2 results for your
query and your own website.
Extract the text using something
like textise.net
Method 2

43.
@kelvinnewman
Create a list of all the single
words used on the page
using something like
writewords.org.uk/word_co
unt.asp

44.
That gives you something like this per site
@kelvinnewman

45.
@kelvinnewman
Create a Venn Diagram of the
overlap
I like Venny to do this
http://bioinfogp.cnb.csic.es/tools/venny/
Method 2

46.
@kelvinnewman

47.
@kelvinnewman
I’m really interested in the
where competitors overlap
but I don’t.

48.
@kelvinnewman
What ideas are in there that
you’re not covering in your
piece?
Is there a good reason why you’ve
excluded them?

49.
@kelvinnewman
Take a key ranking page of a
competitor Textise it as save as
word doc
Method 3

50.
@kelvinnewman
Go to translate.google.com and
translate it to French.

51.
That gives you something like this

52.
Maybe go from French to Spanish

53.
Then back again

54.
The output will be similar but the subtle differences
have value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying all
the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman

55.
@kelvinnewman
We’re looking for words or
phrases that end up in the
new version that weren’t in
the original.

56.
@kelvinnewman
Words like:
Townhouse,
Insulating panels,
Etc…

57.
@kelvinnewman
What ideas are in there that
you’re not covering in your
piece?
Is there a good reason why you’ve
excluded them?

58.
@kelvinnewman
Image search has changed it’s
interface to encourage
“revised queries”.
Method 4

59.
’ll be used to using related searches to generate keyword id
@kelvinnewman

60.
@kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*Never encourage Neil Patel

61.
Image search generates suggestions like this
@kelvinnewman

62.
Worth going down a few layers deep
@kelvinnewman

63.
It’s also interesting the categorisation implied by the colours
@kelvinnewman

64.
Style ContextBrandMaterial Adjective
@kelvinnewman

65.
@kelvinnewman
Which brings us to
adjective order which I
don’t think we talk about
enough.

66.
@kelvinnewman

67.
@kelvinnewman
Good news is they teach it to
English Language Students.

68.
@kelvinnewman
This will become more apparent
on voice search

69.
Pinterest does something fairly similar as well

70.
@kelvinnewman
Wordcloud the text on a Pinterest
search results, the little text that
is there is usually adjective
“rich”.
Method 5

71.
You’ll get some great adjectives this way

72.
@kelvinnewman
Take their Twitter Feed and
Wordcloud it.
Method 5

73.
Simple but surprisingly effective.

74.
But isn’t this just a really
complicated way of having
exactly the same copy as other
websites?

75.
@kelvinnewman
To do better SEO, often you
don’t need to reinvent the
wheel, just do a few things a
little better than you used to

76.
@kelvinnewman
But what’s new in SEO?
SERP Features

77.
@kelvinnewman
When you see your kids everyday it’s
hard to see how quickly they’re growing

78.
@kelvinnewman
The changes are small, but
they happen all the time.
Eventually they accumulate in
a way you only realise when
you look back.

79.
@kelvinnewman
That’s exactly what happens
with search results pages.
@kelvinnewman

80.
Google not that long ago*
@kelvinnewman*Well 2002, which doesn’t feel long ago to me, also I feel old!

81.
There’s two basic elements, adverts and natural results.
@kelvinnewman

82.
That same search query now.
@kelvinnewman

83.
@kelvinnewman
It’s still a search result page
but there’s a lot going on.
Let’s look at a few of those elements

84.
Filter tabs
@kelvinnewman

85.
Expanded Ads
@kelvinnewman

86.
Local results and Map-pack
@kelvinnewman

87.
Natural results which have been localised
@kelvinnewman

88.
News results
@kelvinnewman

89.
“People also ask” Boxes
@kelvinnewman

90.
@kelvinnewman
And suggested searches

91.
@kelvinnewman
This is just one SERP
SERP is short for Search Engine Results Page

92.
@kelvinnewman
These are SERP Features.
@kelvinnewman

93.
@kelvinnewman

94.
@kelvinnewman
@PaigeHobart has identified more than 39 different types

95.
@kelvinnewman
And some have sub-variations!
1. Accelerated Mobile Pages (AMP)
2. Answer Box Results (ABRs)
3. App download
4. Breadcrumbs
5. Discover More Places
6. Events
7. Explore Panels
8. FAQ’s
9. Featured Snippets
10. Google Flights (Paid)
11. Google Hotels (Paid)
1. Map pack
2. Hotels Price Bar Graph
12. How To (1-2)
a) How To Drop-downs
b) How To Carousel
13. Images (1-3)
a) Organic, Image
b) Carousel, Organic, Image
c) Images
14. Jobs Search
15. Knowledge Card (no site reference)
16. Knowledge Card (Advanced): Sports
17. Knowledge Graph Carousel (Places,
People Things)
18. Knowledge Panel – Brand
a) Brand – Google My Business
b) Brand – Knowledge Graph
19. Knowledge Panel – Other
20. New Packs & News Carousels
21. People Also Ask (PAAs)
22. People Also Search For
a) PAA Style
b) Individual Listing
23. Places & Map Packs
24. Podcasts
25. PPC ads (Paid)
26. Ratings & Reviews (GMB)
27. Recipes
a) Recipe Carousel
b) Recipe Cards
28. Refine by
29. Related Searches
a) Related Searches & Featured
Snippet Combo
30. Research Carousel
31. Scholarly Articles
32. Search Box
33. See Results About (Knowledge Panel
Links)
34. Shopping (Paid)
35. Sign in (Voice Assistant)
36. Sitelinks & Jump to’s
37. Translate
38. Twitter Box
39. Videos
a) Video Answers
b) Video Carousels

96.
@kelvinnewman
Paige has created a Glossary of these features
This deck is heavily in-debted to her and her exceptional work.
https://weareroast.com/news/serp-features-2019/

97.
@kelvinnewman
0% 25% 50% 75% 100%
Restaurants
Hotels
Fashion
Property
Fmcg
Utilities
Education
Insurance
Business
Travel
Gambling
Transport
PAA Featured Snippets Map Pack
Images Refine by Knowledge Panel
FAQ Videos News Carousel
Google Hotels Discover more places Recipes
See Results About Twitter App download
PASF Knowledge Card (AB) Google Flights
Translate Related Searches Howto
SERPs vary A LOT
@PaigeHobart

98.
@kelvinnewman
This is a change away from ten
blue links and some ads.
It has implications
Implications for how we understand success, how we
present our content and possibly even our business
model

99.
@kelvinnewman
As usual with Google it’s not
good news for ad funded
publishers.

100.
@kelvinnewman
This probably isn’t a good result for The Metro

101.
@kelvinnewman
These are known as zero click
searches
@kelvinnewman

102.
@kelvinnewman
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/

103.
@kelvinnewman
Usually the sort of queries that trigger zero click
searches are informational rather than transactional

104.
@kelvinnewman
That doesn’t mean it isn’t
important.
As this story illustrates.

105.
@kelvinnewman
Usually the sort of queries that trigger zero click
searches are informational rather than transactional

106.
@kelvinnewman
But it comes with risks
@kelvinnewman

107.
@kelvinnewman
These are FAQ Snippets based on schema

108.
@kelvinnewman

109.
@kelvinnewman
You get impression but not
clicks
Which comes with plenty of downsides.

110.
@kelvinnewman
The easiest way to play in the space is
with Structured Data
https://developers.google.com/search/docs/data-types/article

111.
@kelvinnewman
Google has pretty extensive
documentation
@kelvinnewman

112.
@kelvinnewman
There’s also schema.org which
is cross platform

113.
@kelvinnewman
Lots of CMS have schema and
structured data plugins
Another reason to choose Wordpress

114.
Mostly it’s
still the
fundamentals

115.
Understand what your customers
really want

116.
And present it in a way search
engines can understand.

117.
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Thanks