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Tips and tactics that generate clicks and impressions - Daniel Brooks

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This talk goes over some new keyword research tactics which will vastly improve your targeting that will generate increased traffic and conversions for your client.

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Tips and tactics that generate clicks and impressions - Daniel Brooks

  1. 1. @seodanbrooks
  2. 2. @seodanbrooks A Little About Me...
  3. 3. @seodanbrooks A Little About Me... ● I work for Aira
  4. 4. @seodanbrooks A Little About Me... ● I work for Aira ● SEO
  5. 5. @seodanbrooks A Little About Me... ● I work for Aira ● SEO ● 9+ Years
  6. 6. @seodanbrooks A Little About Me... ● I work for Aira ● SEO ● 9+ Years ● Worked at McDonalds
  7. 7. @seodanbrooks A Little About Me...
  8. 8. @seodanbrooks I love doing keyword research
  9. 9. @seodanbrooks Here are some of my favourites…
  10. 10. @seodanbrooks “will bananas kill me”
  11. 11. @seodanbrooks “how do i improve my lovelife”
  12. 12. @seodanbrooks “my balls are saggy”
  13. 13. @seodanbrooks All of these have something in common
  14. 14. @seodanbrooks The user wants an answer or solution
  15. 15. @seodanbrooks This process will help you
  16. 16. @seodanbrooks Because it works
  17. 17. @seodanbrooks This process will show you
  18. 18. @seodanbrooks This process will show you How to identify competitors ranking terms,
  19. 19. @seodanbrooks This process will show you How to identify competitors ranking terms, Highlight content gaps
  20. 20. @seodanbrooks This process will show you How to identify competitors ranking terms, Highlight content gaps, Increase the number of impressions
  21. 21. @seodanbrooks This process will show you How to identify competitors ranking terms, Highlight content gaps, Increase the number of impressions, Drive people to your content
  22. 22. @seodanbrooks It works
  23. 23. @seodanbrooks
  24. 24. @seodanbrooks I have a problem... Here are some solutions... I’m ready to take action...
  25. 25. @seodanbrooks “I Need To Lose Weight” “Why Do I Have A Beer Belly” “Lose Beer Belly” “Best Weight Loss Products” “Compare Rowing Machines” “Safest Diets To Lose Weight” “Cheap Gym Membership” “Buy A Rowing Machine” “Order Fat Free Snacks Online”
  26. 26. @seodanbrooks My process
  27. 27. @seodanbrooks My process Get a list of “Seed” keywords
  28. 28. @seodanbrooks My process Get a list of “Seed” keywords What’s currently ranking?
  29. 29. @seodanbrooks My process Get a list of “Seed” keywords What’s currently ranking? What are competitors doing?
  30. 30. @seodanbrooks My process What’s getting clicks & impressions?
  31. 31. @seodanbrooks My process What’s getting clicks & impressions? What terms are getting traffic?
  32. 32. @seodanbrooks My process What’s getting clicks & impressions? What terms are getting traffic? Converting keywords and weighted sort
  33. 33. @seodanbrooks Step 1: Creating a research document
  34. 34. @seodanbrooks
  35. 35. @seodanbrooks What data do we want to review?
  36. 36. @seodanbrooks Keyword
  37. 37. @seodanbrooks Stage Of The Buyer’s Journey
  38. 38. @seodanbrooks Keyword Type
  39. 39. @seodanbrooks Secondary Keywords
  40. 40. @seodanbrooks Search Volume
  41. 41. @seodanbrooks Estimated CPC
  42. 42. @seodanbrooks Competition
  43. 43. @seodanbrooks Additional Metrics
  44. 44. @seodanbrooks Make A Copy Of My Template https://www.aira.net/search-norwich/
  45. 45. @seodanbrooks Step 2: Gathering “Seed” keywords
  46. 46. @seodanbrooks “Seed” Keywords Start by brainstorming ideas
  47. 47. @seodanbrooks “Seed” Keywords Start by brainstorming ideas Analyse the website
  48. 48. @seodanbrooks “Seed” Keywords Start by brainstorming ideas Analyse the website Take a look at related forums & industry sites
  49. 49. @seodanbrooks “Seed” Keywords Start by brainstorming ideas Analyse the website Take a look at related forums & industry sites Ask the client
  50. 50. @seodanbrooks Step 3: What’s currently ranking?
  51. 51. @seodanbrooks Google Search Console
  52. 52. @seodanbrooks Google Search Console
  53. 53. @seodanbrooks Google Search Console
  54. 54. @seodanbrooks Google Search Console
  55. 55. @seodanbrooks Other Tools You Can Use
  56. 56. @seodanbrooks Step 4: What are competitors ranking for?
  57. 57. @seodanbrooks Competitor’s Ranking Keywords https://moz.com/explorer ● Free & Paid Options ● Competitors Terms
  58. 58. @seodanbrooks 1. Add your domain & competitors
  59. 59. @seodanbrooks 2. Compare the ranking keywords
  60. 60. @seodanbrooks 3. Select the keywords you want
  61. 61. @seodanbrooks Step 5: What keywords bring traffic?
  62. 62. @seodanbrooks Keywords Bringing In Traffic
  63. 63. @seodanbrooks Keywords Bringing In Traffic
  64. 64. @seodanbrooks Keywords Bringing In Traffic Add domain and select “Organic Research”
  65. 65. @seodanbrooks Keywords Bringing In Traffic Go to the “Positions” report
  66. 66. @seodanbrooks Keywords Bringing In Traffic Add an Advanced Filter for branded terms
  67. 67. @seodanbrooks Keywords Bringing In Traffic Select and export your keywords
  68. 68. @seodanbrooks Keywords Bringing In Traffic Remember to sort by Traffic %
  69. 69. @seodanbrooks @airadigital Quick Recap
  70. 70. @seodanbrooks ● Created a research document ● Gathered “Seed” keywords ● Checked what terms are already ranking ● Spyed on the competition ● Identified keywords that generate traffic
  71. 71. @seodanbrooks Step 6: Converting keywords & weighted sort
  72. 72. @seodanbrooks Converting Keywords Head over to Google Analytics
  73. 73. @seodanbrooks Acquisition > Google Ads > Search Queries
  74. 74. @seodanbrooks Adjust the date range, select & sort goals before applying weighted sort
  75. 75. @seodanbrooks Adjust the date range, select & sort goals before applying weighted sort
  76. 76. @seodanbrooks Adjust the date range, select & sort goals before applying weighted sort
  77. 77. @seodanbrooks Adjust the date range, select & sort goals before applying weighted sort
  78. 78. @seodanbrooks Adjust the date range, select & sort goals before applying weighted sort
  79. 79. @seodanbrooks Step 7: Tools to find new keywords
  80. 80. @seodanbrooks Website: https://moz.com/explorer Cost: Free & Paid Good For: Competitor analysis and new keyword suggestions
  81. 81. @seodanbrooks Website: https://www.semrush.com/features/keyword-magic-tool/ Cost: Free & Paid Good For: Grouping keywords & identifying featured snippet opportunities
  82. 82. @seodanbrooks Website: https://www.infinitesuggest.com/ Cost: Free
  83. 83. @seodanbrooks Website: https://answerthepublic.com/ Cost: Free & Paid Good For: Finding questions & awareness content
  84. 84. @seodanbrooks Website: https://keywordshitter.com/ Cost: Free Good For: Getting mass keyword suggestions
  85. 85. @seodanbrooks Step 8: Populating your research document
  86. 86. @seodanbrooks Populating Your Research Doc Add in your keywords & preferred metrics
  87. 87. @seodanbrooks Populating Your Research Doc Don’t forget the Buyer’s Journey!
  88. 88. @seodanbrooks Populating Your Research Doc Start prioritising
  89. 89. @seodanbrooks
  90. 90. @seodanbrooks Step 9: Mapping your research
  91. 91. @seodanbrooks Mapping Your Research
  92. 92. @seodanbrooks Mapping Your Research
  93. 93. @seodanbrooks Step 10: Implement & Track
  94. 94. @seodanbrooks Again… This Works
  95. 95. @seodanbrooks Takeaways
  96. 96. @seodanbrooks Takeaways Research document - aira.net/search-norwich/
  97. 97. @seodanbrooks Takeaways Research document - aira.net/search-norwich/ “Seed” keywords
  98. 98. @seodanbrooks Takeaways Research document - aira.net/search-norwich/ “Seed” keywords Competitors ranking terms
  99. 99. @seodanbrooks Takeaways Create a content plan
  100. 100. @seodanbrooks Takeaways Create a content plan Implement & track progress!
  101. 101. @seodanbrooks Thank You! @seodanbrooks @airadigital

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