SEO Keyword Research Process and Strategies

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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

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  • Google 900+ KWs, SEMRush 159, which 100 not in Google KW Planner
  • 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

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