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.
www.further.co.uk
September 2017
Presentation Title
Subtitle, if required
2
www.further.co.uk
How do we approach
keywords, and
keyword research?
3
www.further.co.uk
It stops once the page goes live
4
www.further.co.uk
Three stages
Before the pages goes live.
Once the page ranks for some keywords
When you’re ready to cr...
5
www.further.co.uk
How?
• Plan
• Create
• Measure
• Changes
• Silo
6
www.further.co.uk
• As its rankings improve more data
can be gathered
• As new keywords are discovered,
more insight can...
7
www.further.co.uk
Find a keyword
Before the page
goes live
8
www.further.co.uk
Find a keyword
preparing static caravan for winter
Before the page
goes live
9
www.further.co.uk
Find some more related keywords
(usually just the same keywords)
preparing static caravan for winter
B...
10
www.further.co.uk
Find some more related keywords
(usually just the same keywords)
preparing static caravan for winter
...
11
www.further.co.uk
Outline the requirements
in order for it to rank
• Amount of links
• Amount of quality
Before the pag...
12
www.further.co.uk
Before the page
goes live
13
www.further.co.uk
Good job guys….
14
www.further.co.uk
Stop throwing shit
at a wall
“A quota of new content must be met”
“Just keep making content”
“We’ll c...
15
www.further.co.uk
Google themselves confirm that
15% of all searches are brand new
keywords
………. everyday
Only once the...
16
www.further.co.uk
Only once the page
is live does it start
to get good.
Further has 214 articles on the
site
But 53% or...
17
www.further.co.uk
What does that mean?
42
18
www.further.co.uk
• Behaviour metrics
Click through rate, impressions,
bounce rate, navigation summaries,
pages per ses...
19
www.further.co.uk
• Conversions
Does this page make you money?
• Ranking data
Keywords ranking 11 – 30
You have data!
20
www.further.co.uk
preparing static caravan for winter
how to prepare a caravan for winter
winterising a static caravan
...
21
www.further.co.uk
Measure and
improve
22
www.further.co.uk
15
18
how to drain down a static
caravan for winter
static caravan drain down
Measure and
improve
23
www.further.co.uk
winterising a static caravan
how to drain down a static caravan
24
www.further.co.uk
winterising a static caravan
how to drain down a static caravan
80
60
25
www.further.co.uk
how to drain down a static caravan
how to drain down a static caravan for
winter
how to drain down a ...
26
www.further.co.uk
27
www.further.co.uk
Car insurance for driver with points
on their license
Car insurance for banned drivers
Car insurance ...
28
www.further.co.uk
• Create hypothesis based on data
• Update meta and titles
• Add the relevant sections
• Additional i...
29
www.further.co.uk
Congrats!
You just doubled your traffic
and impressions
30
www.further.co.uk
This stuff is important
• Keyword research didn’t
provide this insight the
first time round
• Its Goo...
31
www.further.co.uk
How do we know when to stop
and start with the next?
When does it end?
32
www.further.co.uk
When does it end?
static caravan maintenance 30
static caravan curtains 250
curtains for caravans 150...
33
www.further.co.uk
When does it end?
34
www.further.co.uk
35
www.further.co.uk
Be a real person
Are you asking a different question?
Are you asking a related question?
What do I ne...
36
www.further.co.uk
Think ‘internal links’
37
www.further.co.uk
Relevance and
topical authority
• Algo updates are about
relevance
• Throw shit at a wall (at first)
...
38
www.further.co.uk
What do you deserve to rank 1st for?
Everyone can rank for something
39
www.further.co.uk
What do you deserve to rank 1st for?
Everyone can rank for something
But it hardly ever happens by
ac...
40
www.further.co.uk
Thanks!
Upcoming SlideShare
Loading in …5
×

of

Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 1 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 2 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 3 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 4 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 5 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 6 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 7 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 8 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 9 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 10 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 11 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 12 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 13 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 14 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 15 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 16 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 17 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 18 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 19 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 20 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 21 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 22 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 23 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 24 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 25 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 26 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 27 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 28 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 29 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 30 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 31 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 32 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 33 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 34 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 35 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 36 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 37 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 38 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 39 Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1 Slide 40
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

1 Like

Share

Download to read offline

Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1

Download to read offline

Jon Falgate, Head of Organic Search at Further explains how keyword research doesn't finish once a page goes live and there's much more work to be done to get value.

Related Books

Free with a 30 day trial from Scribd

See all

Keyword research: The beginning, the middle and the end - Jon Falgate - SearchNorwich #1

  1. 1. www.further.co.uk September 2017 Presentation Title Subtitle, if required
  2. 2. 2 www.further.co.uk How do we approach keywords, and keyword research?
  3. 3. 3 www.further.co.uk It stops once the page goes live
  4. 4. 4 www.further.co.uk Three stages Before the pages goes live. Once the page ranks for some keywords When you’re ready to create another page. End to end process • Before the pages goes live • Once the page ranks for keywords • Once we’re ready to create a new page
  5. 5. 5 www.further.co.uk How? • Plan • Create • Measure • Changes • Silo
  6. 6. 6 www.further.co.uk • As its rankings improve more data can be gathered • As new keywords are discovered, more insight can be found • When users get to the page, then you have data with which to make decisions There is a life to a webpage
  7. 7. 7 www.further.co.uk Find a keyword Before the page goes live
  8. 8. 8 www.further.co.uk Find a keyword preparing static caravan for winter Before the page goes live
  9. 9. 9 www.further.co.uk Find some more related keywords (usually just the same keywords) preparing static caravan for winter Before the page goes live
  10. 10. 10 www.further.co.uk Find some more related keywords (usually just the same keywords) preparing static caravan for winter how to prepare a static for winter winterising a static caravan winterised static caravan for sale Before the page goes live
  11. 11. 11 www.further.co.uk Outline the requirements in order for it to rank • Amount of links • Amount of quality Before the page goes live
  12. 12. 12 www.further.co.uk Before the page goes live
  13. 13. 13 www.further.co.uk Good job guys….
  14. 14. 14 www.further.co.uk Stop throwing shit at a wall “A quota of new content must be met” “Just keep making content” “We’ll create 10 new pieces of content” “Fresh pages need to be crawled”
  15. 15. 15 www.further.co.uk Google themselves confirm that 15% of all searches are brand new keywords ………. everyday Only once the page is live does it start to get good.
  16. 16. 16 www.further.co.uk Only once the page is live does it start to get good. Further has 214 articles on the site But 53% organic traffic from the top 5
  17. 17. 17 www.further.co.uk What does that mean? 42
  18. 18. 18 www.further.co.uk • Behaviour metrics Click through rate, impressions, bounce rate, navigation summaries, pages per session, duration You have data!
  19. 19. 19 www.further.co.uk • Conversions Does this page make you money? • Ranking data Keywords ranking 11 – 30 You have data!
  20. 20. 20 www.further.co.uk preparing static caravan for winter how to prepare a caravan for winter winterising a static caravan 2 3 5 Measure and improve
  21. 21. 21 www.further.co.uk Measure and improve
  22. 22. 22 www.further.co.uk 15 18 how to drain down a static caravan for winter static caravan drain down Measure and improve
  23. 23. 23 www.further.co.uk winterising a static caravan how to drain down a static caravan
  24. 24. 24 www.further.co.uk winterising a static caravan how to drain down a static caravan 80 60
  25. 25. 25 www.further.co.uk how to drain down a static caravan how to drain down a static caravan for winter how to drain down a static caravan how to drain a static caravan down for winter how do you drain down a static caravan how do i drain down a static caravan drain down a static caravan how to drain down a static caravan boiler do you have to drain down a static caravan how to drain down a static caravan water system Brucey Bonus
  26. 26. 26 www.further.co.uk
  27. 27. 27 www.further.co.uk Car insurance for driver with points on their license Car insurance for banned drivers Car insurance for disqualified drivers Car insurance with non-motoring convictions Car insurance with convictions for drink driving Car insurance for ex-offenders
  28. 28. 28 www.further.co.uk • Create hypothesis based on data • Update meta and titles • Add the relevant sections • Additional images • New internal links • Target extra answer boxes • Re-order the hierarchy of information • Measure again later Develop the article
  29. 29. 29 www.further.co.uk Congrats! You just doubled your traffic and impressions
  30. 30. 30 www.further.co.uk This stuff is important • Keyword research didn’t provide this insight the first time round • Its Google’s decision as what our content ranks for • We can only guess, and then measure
  31. 31. 31 www.further.co.uk How do we know when to stop and start with the next? When does it end?
  32. 32. 32 www.further.co.uk When does it end? static caravan maintenance 30 static caravan curtains 250 curtains for caravans 150 static caravan boiler problems 60
  33. 33. 33 www.further.co.uk When does it end?
  34. 34. 34 www.further.co.uk
  35. 35. 35 www.further.co.uk Be a real person Are you asking a different question? Are you asking a related question? What do I need right now? What can I assume you may need later?
  36. 36. 36 www.further.co.uk Think ‘internal links’
  37. 37. 37 www.further.co.uk Relevance and topical authority • Algo updates are about relevance • Throw shit at a wall (at first) • Build on what works • Get that topical authority • Be organised • Stop undervaluing your content
  38. 38. 38 www.further.co.uk What do you deserve to rank 1st for? Everyone can rank for something
  39. 39. 39 www.further.co.uk What do you deserve to rank 1st for? Everyone can rank for something But it hardly ever happens by accident
  40. 40. 40 www.further.co.uk Thanks!
  • AhmedShaheen82

    Sep. 25, 2018

Jon Falgate, Head of Organic Search at Further explains how keyword research doesn't finish once a page goes live and there's much more work to be done to get value.

Views

Total views

1,326

On Slideshare

0

From embeds

0

Number of embeds

508

Actions

Downloads

1

Shares

0

Comments

0

Likes

1

×