Tips and tactics that generate clicks and impressions - Daniel Brooks

@seodanbrooks
A Little About Me...

@seodanbrooks
● I work for Aira

@seodanbrooks
● I work for Aira
● SEO

@seodanbrooks
● I work for Aira
● SEO
● 9+ Years

@seodanbrooks
● I work for Aira
● SEO
● 9+ Years
● Worked at McDonalds

@seodanbrooks
I love doing keyword research

@seodanbrooks
Here are some of my favourites…

@seodanbrooks
“will bananas kill me”

@seodanbrooks
“how do i improve my lovelife”

@seodanbrooks
“my balls are saggy”

@seodanbrooks
All of these have something in common

@seodanbrooks
The user wants an answer or solution

@seodanbrooks
This process will help you

@seodanbrooks
Because it works

@seodanbrooks
This process will show you

@seodanbrooks
How to identify competitors ranking terms,

@seodanbrooks
Highlight content gaps

@seodanbrooks
Highlight content gaps,
Increase the number of impressions

@seodanbrooks
Highlight content gaps,
Increase the number of impressions,
Drive people to your content

@seodanbrooks
I have a problem... Here are some solutions... I’m ready to take action...

@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”

@seodanbrooks
My process
Get a list of “Seed” keywords

@seodanbrooks
My process
What’s currently ranking?

@seodanbrooks
My process
What’s currently ranking?
What are competitors doing?

@seodanbrooks
My process
What’s getting clicks & impressions?

@seodanbrooks
My process
What terms are getting traﬃc?

@seodanbrooks
My process
What terms are getting traﬃc?
Converting keywords and weighted sort

@seodanbrooks
Step 1: Creating a research document

@seodanbrooks
What data do we want to review?

@seodanbrooks
Stage Of The Buyer’s Journey

@seodanbrooks
Secondary Keywords

@seodanbrooks
Additional Metrics

@seodanbrooks
Make A Copy Of My Template
https://www.aira.net/search-norwich/

@seodanbrooks
Step 2: Gathering “Seed” keywords

@seodanbrooks
“Seed” Keywords
Start by brainstorming ideas

@seodanbrooks
“Seed” Keywords
Analyse the website

@seodanbrooks
“Seed” Keywords
Analyse the website
Take a look at related forums & industry sites

@seodanbrooks
“Seed” Keywords
Analyse the website
Take a look at related forums & industry sites
Ask the client

@seodanbrooks
Step 3: What’s currently ranking?

@seodanbrooks
Google Search Console

@seodanbrooks
Other Tools You Can Use

@seodanbrooks
Step 4: What are competitors ranking
for?

@seodanbrooks
Competitor’s Ranking Keywords
https://moz.com/explorer
● Free & Paid Options
● Competitors Terms

@seodanbrooks
1. Add your domain & competitors

@seodanbrooks
2. Compare the ranking keywords

@seodanbrooks
3. Select the keywords you want

@seodanbrooks
Step 5: What keywords bring traﬃc?

@seodanbrooks
Keywords Bringing In Traﬃc

@seodanbrooks
Add domain and select “Organic Research”

@seodanbrooks
Go to the “Positions” report

@seodanbrooks
Add an Advanced Filter for branded terms

@seodanbrooks
Select and export your keywords

@seodanbrooks
Remember to sort by Traﬃc %

@seodanbrooks @airadigital
Quick Recap

@seodanbrooks
● Created a research document
● Gathered “Seed” keywords
● Checked what terms are already ranking
● Spyed on the competition
● Identiﬁed keywords that generate traﬃc

@seodanbrooks
Step 6: Converting keywords &
weighted sort

@seodanbrooks
Converting Keywords
Head over to Google Analytics

@seodanbrooks
Acquisition > Google Ads > Search Queries

@seodanbrooks
Adjust the date range, select & sort goals
before applying weighted sort

@seodanbrooks
Step 7: Tools to ﬁnd new keywords

@seodanbrooks
Website: https://moz.com/explorer
Cost: Free & Paid
Good For: Competitor analysis and new keyword suggestions

@seodanbrooks
Website: https://www.semrush.com/features/keyword-magic-tool/
Cost: Free & Paid
Good For: Grouping keywords & identifying featured snippet opportunities

@seodanbrooks
Website: https://www.inﬁnitesuggest.com/
Cost: Free

@seodanbrooks
Website: https://answerthepublic.com/
Cost: Free & Paid
Good For: Finding questions & awareness content

@seodanbrooks
Website: https://keywordshitter.com/
Cost: Free
Good For: Getting mass keyword suggestions

@seodanbrooks
Step 8: Populating your research
document

@seodanbrooks
Populating Your Research Doc
Add in your keywords & preferred metrics

@seodanbrooks
Don’t forget the
Buyer’s Journey!

@seodanbrooks
Start prioritising

@seodanbrooks
Step 9: Mapping your research

@seodanbrooks
Mapping Your Research

@seodanbrooks
Step 10: Implement & Track

@seodanbrooks
Again… This Works

@seodanbrooks
Takeaways
Research document - aira.net/search-norwich/

@seodanbrooks
Takeaways
“Seed” keywords

@seodanbrooks
Takeaways
“Seed” keywords
Competitors ranking terms

@seodanbrooks
Takeaways
Create a content plan

@seodanbrooks
Takeaways
Create a content plan
Implement & track progress!

@seodanbrooks
Thank You!
@seodanbrooks
@airadigital

Tips and tactics that generate clicks and impressions - Daniel Brooks

Tips and tactics that generate clicks and impressions - Daniel Brooks

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