Advanced Keyword Research - Simon Mathonnet @ Big Digital 2017

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Simon Mathonnet

Advanced Keyword Research for SEO - Using RankBrain for better intent discover and SEO keyword targeting strategies.

Marketing

@SimonMathonnet
#BigDigitalADL
Advanced
Keyword Research
For SEO
Simon MATHONNET
Head of Digital Strategy
Splashbox

@SimonMathonnet
#BigDigitalADL
Basic
Keyword
Research

@SimonMathonnet
#BigDigitalADL
Plenty of resources…

@SimonMathonnet
#BigDigitalADL
And tools

@SimonMathonnet
#BigDigitalADL
AnswerThePublic.com
My favourites

@SimonMathonnet
#BigDigitalADL
PLAs & DSAs
My favourites

@SimonMathonnet
#BigDigitalADL
The result

@SimonMathonnet
#BigDigitalADL
Considerations

Are the keywords generated always relevant?
Can you get any value from them?
@SimonMathonnet
#BigDigitalADL
There are issues

@SimonMathonnet
#BigDigitalADL
In Australia
There is not much competition.
There is not much search volume.

@SimonMathonnet
#BigDigitalADL
RankBrain

@SimonMathonnet
#BigDigitalADL
RankBrain
“If you want to do truly next-level
keyword research, your approach
can be more human, but your
process should replicate the
machine's understanding as much
as possible.”
Peter J. Meyers, Moz

@SimonMathonnet
#BigDigitalADL
A Business
Approach
to Keywords

@SimonMathonnet
#BigDigitalADL
4 steps
1. Validation
2. Grouping
3. Assessing
4. Targeting

@SimonMathonnet
#BigDigitalADL
Validating

@SimonMathonnet
#BigDigitalADL
Practical Relevancy
Single meaning
Achievable
Intent match
What we look at

@SimonMathonnet
#BigDigitalADL
Online
Stores only
Actually not relevant if I have a blog
about Women’s Shoes!
Practical irrelevancy

@SimonMathonnet
#BigDigitalADL
• Half of them are music bands, half of
them wedding rings.
• Either way, each result competes for
only 50% of Google real estate, and
realistically 50% of the traffic.
Multiple meanings

@SimonMathonnet
#BigDigitalADL
50% of results are .gov websites
with a Domain Authority greater
than 90.
Unachievable

Source: WordStream
@SimonMathonnet
#BigDigitalADL
User intent

@SimonMathonnet
#BigDigitalADL
Using RankBrain: identifying patterns
Drug rehab Rehab centres melbourne Rehab melbourne Drub rehab victoria

@SimonMathonnet
#BigDigitalADL
Pricing differences

@SimonMathonnet
#BigDigitalADL
How many intents do you see?

@SimonMathonnet
#BigDigitalADL
Assessing
Keyword
Value

Buy Cheap Boots Online
@SimonMathonnet
#BigDigitalADL
Shipping & Returns
Refining transactional intents
ColourBrand
SizeTime
Price

Shoulder pain
@SimonMathonnet
#BigDigitalADL
Equipment
Refining informational intents
TimeDrugs
DiagnosisReassurance
Treatment

@SimonMathonnet
#BigDigitalADL
User Persona & Social listening tools

The larger intent market share you can cover, the more profitable the keyword will be.
@SimonMathonnet
#BigDigitalADL
Intent
Market Share
Assessing keyword business value
Your offer
Intents
behind query

@SimonMathonnet
#BigDigitalADL
Will the traffic perform better, worse or
similar to my current traffic?
Existing data

@SimonMathonnet
#BigDigitalADL
Competitor data

@SimonMathonnet
#BigDigitalADL
AdWords testing

@SimonMathonnet
#BigDigitalADL
Targeting
Strategy

@SimonMathonnet
#BigDigitalADL
Identifying patterns: Content

@SimonMathonnet
#BigDigitalADL
Identifying patterns: Structure

@SimonMathonnet
#BigDigitalADL
Identifying patterns: Links
Most of these results have links
from 4-5 main wedding blogs

@SimonMathonnet
#BigDigitalADL
Conducting an audit

@SimonMathonnet
#BigDigitalADL
Thank You!
Any Questions?
Simon MATHONNET
Head of Digital Strategy
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Advanced Keyword Research - Simon Mathonnet @ Big Digital 2017

1. @SimonMathonnet #BigDigitalADL Advanced Keyword Research For SEO Simon MATHONNET Head of Digital Strategy Splashbox

2. • Keywords are the base of any search engine oriented marketing campaign. They are evolving, but will always be important. • Most current keyword research strategies revolve around relevance, not business driven metrics such as ROI, which makes forecasting very difficult. @SimonMathonnet #BigDigitalADL Source: Moz Introduction

3. @SimonMathonnet #BigDigitalADL Basic Keyword Research

4. @SimonMathonnet #BigDigitalADL Plenty of resources…

5. @SimonMathonnet #BigDigitalADL And tools

6. @SimonMathonnet #BigDigitalADL AnswerThePublic.com My favourites

7. @SimonMathonnet #BigDigitalADL PLAs & DSAs My favourites

8. @SimonMathonnet #BigDigitalADL The result

9. @SimonMathonnet #BigDigitalADL Considerations

10. Are the keywords generated always relevant? Can you get any value from them? @SimonMathonnet #BigDigitalADL There are issues

11. @SimonMathonnet #BigDigitalADL In Australia There is not much competition. There is not much search volume.

12. @SimonMathonnet #BigDigitalADL RankBrain

13. @SimonMathonnet #BigDigitalADL RankBrain “If you want to do truly next-level keyword research, your approach can be more human, but your process should replicate the machine's understanding as much as possible.” Peter J. Meyers, Moz

14. @SimonMathonnet #BigDigitalADL A Business Approach to Keywords

15. @SimonMathonnet #BigDigitalADL 4 steps 1. Validation 2. Grouping 3. Assessing 4. Targeting

16. @SimonMathonnet #BigDigitalADL Validating

17. @SimonMathonnet #BigDigitalADL Practical Relevancy Single meaning Achievable Intent match What we look at

18. @SimonMathonnet #BigDigitalADL Online Stores only Actually not relevant if I have a blog about Women’s Shoes! Practical irrelevancy

19. @SimonMathonnet #BigDigitalADL • Half of them are music bands, half of them wedding rings. • Either way, each result competes for only 50% of Google real estate, and realistically 50% of the traffic. Multiple meanings

20. @SimonMathonnet #BigDigitalADL 50% of results are .gov websites with a Domain Authority greater than 90. Unachievable

21. Source: WordStream @SimonMathonnet #BigDigitalADL User intent

22. @SimonMathonnet #BigDigitalADL SERPs

23. @SimonMathonnet #BigDigitalADL Grouping

24. @SimonMathonnet #BigDigitalADL Using RankBrain: identifying patterns Drug rehab Rehab centres melbourne Rehab melbourne Drub rehab victoria

25. @SimonMathonnet #BigDigitalADL Pricing differences

26. @SimonMathonnet #BigDigitalADL How many intents do you see?

27. @SimonMathonnet #BigDigitalADL Assessing Keyword Value

28. Buy Cheap Boots Online @SimonMathonnet #BigDigitalADL Shipping & Returns Refining transactional intents ColourBrand SizeTime Price

29. Shoulder pain @SimonMathonnet #BigDigitalADL Equipment Refining informational intents TimeDrugs DiagnosisReassurance Treatment

30. @SimonMathonnet #BigDigitalADL User Persona & Social listening tools

31. The larger intent market share you can cover, the more profitable the keyword will be. @SimonMathonnet #BigDigitalADL Intent Market Share Assessing keyword business value Your offer Intents behind query

32. @SimonMathonnet #BigDigitalADL Will the traffic perform better, worse or similar to my current traffic? Existing data

33. @SimonMathonnet #BigDigitalADL Competitor data

34. @SimonMathonnet #BigDigitalADL AdWords testing

35. @SimonMathonnet #BigDigitalADL Targeting Strategy

36. @SimonMathonnet #BigDigitalADL Identifying patterns: Content

37. @SimonMathonnet #BigDigitalADL Identifying patterns: Structure

38. @SimonMathonnet #BigDigitalADL Identifying patterns: Links Most of these results have links from 4-5 main wedding blogs

39. @SimonMathonnet #BigDigitalADL Conducting an audit

40. @SimonMathonnet #BigDigitalADL Thank You! Any Questions? Simon MATHONNET Head of Digital Strategy Splashbox