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.

SEO Keyword Research Process and Strategies

4,039 views

Published on

Speaker: Pieter S Verasdonck - Digital Marketing Consultant at SalesCycle (http://salescycle.agency/)

Topic: Keyword Research Processes & Strategies in 2015

Location: Online Webinar

Keyword research is still a major part of digital marketing but the research strategies have changed quite drastically over the years.

Initially it was all about the head terms, then long-tail search phrases and finally (LDA) topic related phrases. Now days I like to target search phrases according to the users search intent and mapping them into the buyer persona's conversion funnel.

By adopting this process your marketing efforts are always aligned with business goals while assisting to user search intent.

In this SEMRush Webinar you will learn:

- The keyword research process
- Resources for (seed) keyword ideas
- Keyword selection criteria
- Biggest mistakes to avoid

To view a recording of this webinar: http://t.co/k0yVP4ePUm

Published in: Marketing
  • Be the first to comment

SEO Keyword Research Process and Strategies

  1. 1. Keyword Research Process & Strategies with &
  2. 2. SalesCycle: Pieter Verasdonck 10+ years of experience in Digital Marketing Industries: Gambling, Education, FMCG, Telco, Travel & Tourism, Government, eCommerce & Retail, Real Estate, Fashion, B2B and even Adult Entertainment. Featured in: • Smart Startups Magazine, Backlinks.com.au & Avanser’s Blog, SEMRush Webinar • Spoke at: Numerous Meetups, SMX Sydney 2014 – Bootcamp & Advanced Online Marketing Conferences in Sydney #SEMRushLive
  3. 3. Agenda 1) Foundation of Search 2) Keyword Research Process 3) Keyword Selection Process 4) Worst Keyword Research Mistakes 5) Change in Research Behaviour #SEMRushLive
  4. 4. Foundation of Search
  5. 5. Searching & Looking = Action • Random surfing, browsing and accidental discoveries • Craving entertainment, information, social connection • Looking to go somewhere…Brand / Topic destinations • Researching for a specific solution, reviews or comparison • Looking to execute a task or a transaction #SEMRushLive
  6. 6. Psychology of Purchasing http://buyer.sellerinsights.com/2013/05/14/understanding-buyer-psychology/ #SEMRushLive
  7. 7. Psychology of Decision Making & Purchasing Behaviour http://www.womma.org/posts/2013/01/how-marketers-can-neuro-map-consumer- decision-making #SEMRushLive
  8. 8. Psychology of Decision Making & Purchasing Behaviour Thinking Feeling High Involvement Informative (thinker): e-banking Books Financial services Computer equipment House Automobiles House Furnishings Affective (feeler): Jewellery Cosmetics Fashion Apparel Luxury Watch CDs Low Involvement Habit formation (doer): Food Fast Food Household Items Shampoos Self-satisfaction (reactor): Flowers The FCB Planning Model adapted from Belch & Belch. 2004. Advertising and Promotion. An Integrated Marketing Communication Perspective. 6th Edition. Singapore #SEMRushLive
  9. 9. Modern B2B Customers Buying Journey Indentify a Need Purchase Criteria Initial Research Commercial Investigation Comparison Justification Product Selection Trail/Purchase Evaluation/ Evangelism Sales Rep InvolvedCustomers Research Awareness Stage Consideration Stage Decision Stage #SEMRushLive
  10. 10. B2B Procurement Process http://buyer.sellerinsights.com/files/2013/05/buying-process.png #SEMRushLive
  11. 11. Matching Content With Customers Buying Decision Customer is Asking Customer Wants What to Provide What is my problem? How do I fix my problem? Are you the right partner? Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support Awareness Stage Consideration Stage Decision Stage • Trend Reports • Benchmarks • Analyst Reports • 101 Education • How to Guides • How other people are solving this • What is the solution & How it works • Solution Comparisons • Pitfall Analysis • Readiness & Suitability Assessment • How to choose a vendor • Pricing • Strength Demonstration • Case Studies • ROI/TCO • Partnering Benefits • How to Buy/Pay #SEMRushLive
  12. 12. Keyword Research Process = The Backbone of SEO
  13. 13. Keyword Research Preparation • Identify your Main Competitors • Create a Buyer Personas & Audience Segments • Map out Users Search Objectives to the Buying Journey • Map out the Content to Users Buying Journey & Business Objectives #SEMRushLive
  14. 14. http://www.seobook.com/keyword-research-strategy-flowchart #SEMRushLive
  15. 15. • Webmaster Tools Keyword Research: Relevant Keywords BingGoogle #SEMRushLive
  16. 16. • Webmaster Tools: Search Analytics (beta) Keyword Research: Relevant Keywords #SEMRushLive
  17. 17. Keyword Research: Customer Typed Keywords • Internal Site Search: http://blog.crazyegg.com/2013/01/17/set-up-internal-site-search-analytics/ 1 2 #SEMRushLive
  18. 18. Keyword Research: Best Keyword Information • Adwords Campaigns - PPC Search Query Reports http://www.searchenginejournal.com/search-query-data-adwords-isnt- dead-heres-actually-changed/100805/ #SEMRushLive
  19. 19. • Historic Keyword Data: Keyword Research: Old Keywords #SEMRushLive
  20. 20. Keyword Research: Deciphering (Not Provided): http://searchengineland.com/replacing-googles-not-provided-seo-gold- 220045 #SEMRushLive
  21. 21. Keyword Research: Unknown Keywords Get the Right Intelligence Tools: • SEMRush: Your Website 12 3 4 5 6 http://refugeeks.com/semrush/ #SEMRushLive
  22. 22. Keyword ideas http://www.seobook.com/keyword-research-strategy-flowchart #SEMRushLive
  23. 23. Keyword Research: Smart Keywords • Competitors Online Visibility: SEMRush http://www.semrush.com/webinars/competitor-keyword-research- for-seo/ 12 3 6 4 5 #SEMRushLive
  24. 24. Keyword Research: Smart Keywords • Competitors Online Visibility: SEMRush http://www.semrush.com/webinars/competitor-keyword-research- for-seo/ 12 3 7 4 5 6 #SEMRushLive
  25. 25. Keyword Research: Money Keywords • SEMRush: Adwords Keywords 12 3 4 5 #SEMRushLive
  26. 26. Keyword Research: Topic Related Keywords • Wikipedia & SEMRush: http://www.searchenginejournal.com/use-wikipedia-keyword- research/110071/ 12 3 4 #SEMRushLive
  27. 27. Keyword Research: Keyword Planner: URL 1 2 3 #SEMRushLive
  28. 28. Keyword Research: Keyword Planner: Keywords 1 3 2 #SEMRushLive
  29. 29. Keyword Research: Topic Related Keywords 1 2 #SEMRushLive
  30. 30. Keyword Research: Long-Tail Keywords • Related Searched & Google Suggest: • Google Suggest Scraper Tools: • Ubersuggest, keywordtool.io, Soovle, Scrapebox, etc http://ipullrank.com/how-to-uncover-100s-of-new- longtail-keywords-in-minutes/ #SEMRushLive
  31. 31. Keyword Research: Topic & LSI Keywords • “Table of Contents” & Google Books • Ask your Customers with Audience Surveys http://www.iacquire.com/blog/the-persona-driven-keyword-research-process #SEMRushLive
  32. 32. Keyword Research: Seasonality Keywords • Google Keyword Planner: • Google Trends: 1 #SEMRushLive
  33. 33. Keyword Research: Old School Keywords – SEO Quake • HTML Code: <meta keywords> • YouTube: Video Tags #SEMRushLive
  34. 34. Keyword Research: Old School Keywords • Niche Topic Forums: Sub-Categorisation Google Search: • Your Keyword "visitors found this page by searching for“ -seo • site:com.au “Your Keyword” forum -seo • “Incoming search terms” “Your Keyword” -seo #SEMRushLive
  35. 35. OK, I found 10,000 Keywords …Now What? Selection Criteria Cutting 10,000 Keywords to 1,000
  36. 36. Relevant Keywords http://www.seobook.com/keyword-research-strategy-flowchart #SEMRushLive
  37. 37. Keyword Selection: PPC vs. SEO #SEMRushLive
  38. 38. Keyword Mapping to Purchase Funnel Purchase Funnel Stage Type of Search Type of Keyword Search Volume & SERP Competition Example A Awareness Informational Head Terms High mens suits I Interest Navigational Keyword + Brand TBD hugo boss suits D Desire Research Body Terms (Head + modifier) Medium tailor made wedding suits A Action Transactional Long-Tail (4-5+ words) Low tailor made wedding suits online click & collect S Satisfaction Expression Emotional Low Positive: Glad, Great, :) , Fun, Fabulous, Thanks, etc Negative: S**t, F**k, WTF, :( , bloody, crap, etc #SEMRushLive
  39. 39. Keyword Selection: Relevancy • Niche Topic Silos: https://www.keywordstudio.com/ #SEMRushLive
  40. 40. Keyword Selection: Seasonality Trends • Query Deserves Freshness: Holidays, Seasonal Sales Dates, Special Events #SEMRushLive
  41. 41. Keyword Selection: Search Volume • Effort vs. Reward: Larry (wordstream) Formula: (Searches * CPC)/Difficulty score (1000 * $3) 0.85 #SEMRushLive
  42. 42. Keyword Selection: CPC Cost Profitability & Money Words #SEMRushLive
  43. 43. Keyword Selection: Competitiveness • Keyword Difficulty: SEMRush, Moz, etc 1 3 2 4 5 #SEMRushLive
  44. 44. Keyword Selection: Competitiveness • Keyword Difficulty: SEMRush, Moz, etc http://backlinko.com/keyword-competition #SEMRushLive
  45. 45. Keyword Selection: Competitiveness • SERP Difficulty: Market Samurai http://backlinko.com/keyword-competition #SEMRushLive
  46. 46. Keyword Selection: Low Hanging Fruit Questions: Quora, Yahoo Answers, etc • Where, What, Why, How, etc • Best, [Product A] vs [Product B], Reviews #SEMRushLive
  47. 47. Keyword Usage in Purchase Funnel Stages Example #SEMRushLive
  48. 48. Keyword Research Process Resources • Moz: moz.com/beginners-guide-to-seo/keyword- research • SEMRush: semrush.com/webinars/competitor- keyword-research-for-seo/ • Larry Kim and Will Critchlow: wordstream.com/blog/ws/2014/08/06/keyword- research-tips • Backlinko: backlinko.com/keyword-research • Nick Eubanks: seonick.net/master-keyword-research/ #SEMRushLive
  49. 49. OK, I got it down to 100 search phrases…What’s Next? Cutting 10,000 Keywords to 1,000
  50. 50. High Potential Keywords http://www.seobook.com/keyword-research-strategy-flowchart #SEMRushLive
  51. 51. Using Your Keywords: A Great Topic for Another Webinar • Important SEO Areas for Keywords: • “Domain”, URL, <title>, Meta Data, Internal Links, <hx>, Body Text, Digital Assets (Images, PDF. Video, Audio), etc • Keyword Mapping IA & URLs • Research Intent Phrases (2-4 words) for Category Pages • Transactional Search Phrases (4+ words) for Product Pages • Creating Topic Silo’s & “Evergreen” Long form pages • Assigning Longtail Keywords to Blog Topics, FAQ, Forum Topics, etc #SEMRushLive
  52. 52. What are the pitfalls & what should you watchout for? most common keyword research mistakes.
  53. 53. What not to do! • Only targeting head & single word terms: “Suits” • Competitor Brand Terms: “Asos mens suits” • Going for irrelevant Geographic terms: “Suits New York” • Words that are way out of your league: Super High Competition • Phrases that are irrelevant to your business: “Sports Cars” • Failing to monitor search trends and adjust strategies over time http://www.searchenginejournal.com/7-lessons-keyword-stupidity- mess-keyword-research/104127/ #SEMRushLive
  54. 54. SEMRush Webinar : Q & A Pieter S Verasdonck • Twitter: @psverasdonck • SlideShare: www.slideshare.net/psverasdonck • eMail: psv@salescycle.agency • Tel: 1300 88 54 28 #SEMRushLive

×