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Kelvin Newman @ #copycon Search engine optimisation for copywriters.
2.
@kelvinnewman
So, who is this guy?
@kelvinnewman
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Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman
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@kelvinnewman
Room above the pub
I started organising a meet up in
the upstairs room of this pub
@kelvinnewman
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@kelvinnewman
And 4000 people came
along to the last one
@kelvinnewman
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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
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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
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A place where search
marketers meet, learn
and discover ways to do
their job a little better.
@kelvinnewman
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For Sep 2017 3,500 tickets sold
in under five minutes
*With over fifteen hundred people on the waitlist
@kelvinnewman
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For April 2018 our free ticket
release crashed a major ticketing
platform for an hour
@kelvinnewman
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And now we have a ballot
where we had 9000 people
after 2000 tickets.
@kelvinnewman
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So hopefully
I have a
rough idea of
what’s going
on in SEO
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@kelvinnewman
Don’t write for search engines
If you only take one thing away from today
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@kelvinnewman
Write for what search engines
think users want.
Instead what you want to do is
@kelvinnewman
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@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
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But “best” is doing a lot
of heavy lifting in that
sentence
@kelvinnewman
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Based on a gazillion
websites what do the
best websites have in
common?
@kelvinnewman
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@kelvinnewman
in a way search engines can
understand…
But with one super-mega important caveat
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@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.
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@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
“
“
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@kelvinnewman
No rocket science - just a few
nice practical ways to get
keyword ideas you might not
have considered before
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Just write for your users is an easy
suggestion to make;
but how can we use keyword research
to better understand our users.
@kelvinnewman
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I think, we can better understand our users
needs when we can better understand how
other websites are writing about a topic
@kelvinnewman
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@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.
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@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
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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.
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@kelvinnewman
Take the top ten results for your
query and extract the text using
something like textise.net
Method 1
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
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@kelvinnewman
We’re looking for words or
phrases that end up in the
new version that weren’t in
the original.
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@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?
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@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
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@kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*Never encourage Neil Patel
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Image search generates suggestions like this
@kelvinnewman
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Worth going down a few layers deep
@kelvinnewman
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It’s also interesting the categorisation implied by the colours
@kelvinnewman
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@kelvinnewman
@PaigeHobart has identified more than 39 different types
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@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
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@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/
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@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
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@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
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@kelvinnewman
As usual with Google it’s not
good news for ad funded
publishers.
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@kelvinnewman
This probably isn’t a good result for The Metro
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@kelvinnewman
These are known as zero click
searches
@kelvinnewman