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

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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.

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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!

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