How to do keyphrase research in 2017: Target topics, not just phrases

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Google is officially a semantic search engine, which means it’s connecting visitors to pages with the meaning they’re looking for, not just the letters and words they typed into that little box. To adapt to this, you need to target a broader topic, not just the specific phrase. Spread your meaning out, using related phrases, covering the things that are semantically linked. In this presentation we’ll start with the basics and move straight into the advanced techniques. How Google Works (...and why they rule) Search results and context Search volume Competition How to target topics, not just phrases Apply all of these techniques and you'll be ranking by Friday!

Marketing

@crestodina
Andy Crestodina
Strategic Director | @crestodina
Keyphrase Research Workshop
Wine & Web #73
#wineweb

Which keywords are helpful?
Which links are helpful?

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase

@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?

@crestodina
10x increase in traffic in 4.5 years

@crestodina
source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al
Online searches by type
Informational
Transactional
Navigational

Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.

Keyphrases = Competitions
Pages = Competitors

IF YOUR AUTHORITY
IS GREATER THAN THE
KEYWORD DIFFICULTY...
YOU’VE GOT A CHANCE

@crestodina
ONE PAGE OR TWO?
Keyword targeting
within related topics

CHOOSING KEYPHRASES
Do people search for it?
Do I have a chance of ranking for
it?

@crestodina
1. Are people searching for it? What are they trying to find?
2. Do I have a chance of ranking for it?
3. Can I make a great page on the topic?
4. If I rank, will my search listing be visible?
Choosing keyphrases

@crestodina
lead
traffic
conversions
search
email
social

@crestodina
lead
traffic
conversions
search

@crestodina
lead
traffic
conversions
rank

@crestodina
lead
traffic
conversions
rank
content
links

@crestodina
lead
traffic
conversions
rank
content
links
content
relationships

THE MINDSET OF SEARCH
A few questions
to put things in context

People looking for me
are searching for what?

Which page on my website
is relevant for that phrase?

Is this page one of the top ten pages
on the internet for that topic?

Will people who searched for this phrase be
happy to have found this page?

@crestodina
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!

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How to do keyphrase research in 2017: Target topics, not just phrases

1. @crestodina Andy Crestodina Strategic Director | @crestodina Keyphrase Research Workshop Wine & Web #73 #wineweb

2. Which keywords are helpful? Which links are helpful?

3. @crestodina Rank Relevance Authority

4. @crestodina blog post guest post research post on another site keyphrase keyphrase

5. @crestodina blog post guest post research post on another site keyphrase keyphrase

6. @crestodina blog post guest post research post on another site keyphrase keyphrase

7. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?

8. @crestodina blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?

9. @crestodina

10. @crestodina

11.

12. @crestodina

13. @crestodina

14. @crestodina

15. @crestodina 10x increase in traffic in 4.5 years

16. @crestodina

17. @crestodina source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational

18. @crestodina Online searches by type Informational Transactional Navigational ? $ brand source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al

19. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.

20. @crestodina “wedding dresses”

21. @crestodina “wedding dresses”

22. @crestodina “lace wedding dresses”

23. @crestodina “lace wedding dresses”

24. @crestodina “modern wedding dresses”

25. @crestodina “modern wedding dresses”

26. Keyphrases = Competitions Pages = Competitors

27. IF YOUR AUTHORITY IS GREATER THAN THE KEYWORD DIFFICULTY... YOU’VE GOT A CHANCE

28. @crestodina

29. @crestodina

30. @crestodina

31. @crestodina

32. @crestodina

33. @crestodina

34. @crestodina

35. @crestodina

36. @crestodina

37. @crestodina

38. @crestodina

39. @crestodina

40. @crestodina

41. @crestodina

42. @crestodina ONE PAGE OR TWO? Keyword targeting within related topics

43. @crestodina

44. @crestodina

45. CHOOSING KEYPHRASES Do people search for it? Do I have a chance of ranking for it?

46. @crestodina 1. Are people searching for it? What are they trying to find? 2. Do I have a chance of ranking for it? 3. Can I make a great page on the topic? 4. If I rank, will my search listing be visible? Choosing keyphrases

47. @crestodina lead

48. @crestodina lead traffic conversions

49. @crestodina lead traffic conversions search email social

50. @crestodina lead traffic conversions search

51. @crestodina lead traffic conversions rank

52. @crestodina lead traffic conversions rank content links

53. @crestodina lead traffic conversions rank content links content relationships

54. THE MINDSET OF SEARCH A few questions to put things in context

55. People looking for me are searching for what?

56. Which page on my website is relevant for that phrase?

57. Is this page one of the top ten pages on the internet for that topic?

58. Will people who searched for this phrase be happy to have found this page?