How to Do Keyword Research in 2019 for Maximum Traffic
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Keyword research is the foundation of a good #SEO campaign. For this webinar, hosted by Ahrefs, we take a deep dive into identifying long-tail #keyword opportunities with high traffic potential.
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How to Do Keyword Research in 2019 for Maximum Traffic
- 1. How to Do Keyword Research in 2019 for Maximum Traffic Sam Oh #SEJThinkTank @samsgoh
- 2. #SEJThinkTank @samsgoh Sam Oh Director of Product Education at Ahrefs 10-years experience in SEO and digital marketing Ex-agency owner, ex-professional gamer Consulting, niche sites & YouTube
- 3. How to Do Keyword Research in 2019 for Maximum Traffic Sam Oh #SEJThinkTank @samsgoh
- 4. Fundamentals first… tactics later #SEJThinkTank @samsgoh
- 6. #SEJThinkTank @samsgoh lose weight How to lose weight fast How to lose weight 2009 Keyword Targeting
- 8. But today…things are VERY different #SEJThinkTank @samsgoh
- 17. There’s no “fixed limit” on the # of keywords a page can rank for #SEJThinkTank @samsgoh
- 18. Search volume is NOT a good indicator for search traffic #SEJThinkTank @samsgoh
- 19. #SEJThinkTank @samsgoh What best describes your keyword targeting strategy? a.) Low competition, low volume keywords b.) Try and rank for high volume head terms c.) Go after highly commercial keywords d.) Go after competitor keywords e.) No keyword targeting strategy Poll
- 20. #SEJThinkTank @samsgoh Search Volumes are Misleading
- 21. #SEJThinkTank @samsgoh Search Volumes are Misleading
- 25. ~14% of searches get clicks #SEJThinkTank @samsgoh
- 30. Search intent is unclear. #SEJThinkTank @samsgoh
- 31. SV/Traffic vs. Search intent #SEJThinkTank @samsgoh
- 32. SV/Traffic vs. Search intent #SEJThinkTank @samsgoh
- 33. What is the searcher looking for and can I fulfill that intent? #SEJThinkTank @samsgoh
- 34. #SEJThinkTank @samsgoh Information Navigational Commercial investigation Transactional Search Intent Categories
- 35. #SEJThinkTank @samsgoh Information - how tos, whats (how to make slime) Navigational - branded queries (facebook, BOA login) Commercial investigation – “vs”, “best”, specific attributes (ie. brown shoes for men size 11) Transactional – buy, download etc. Search Intent Categories
- 37. How do you identify search intent? #SEJThinkTank @samsgoh
- 39. How to make a website #SEJThinkTank @samsgoh Guides Informational intent
- 41. buy bose quietcomfort headphones #SEJThinkTank @samsgoh Product pages Transactional intent
- 42. In general, the best way to compete for a keyword is… #SEJThinkTank @samsgoh
- 43. to follow suit (content type) #SEJThinkTank @samsgoh
- 44. But search intent isn’t always this clear. #SEJThinkTank @samsgoh
- 49. In general, volatile SERPs may not require as many links. #SEJThinkTank @samsgoh
- 50. But retaining rankings is unpredictable. #SEJThinkTank @samsgoh
- 51. Stable SERPs will likely require more quality links than the competition. #SEJThinkTank @samsgoh
- 52. Retaining position is often more predictable. #SEJThinkTank @samsgoh
- 61. #SEJThinkTank @samsgoh Search volume ≠ traffic Search intent comes first What we’ve discussed
- 62. How do you find keywords that drive TONS of traffic AND… #SEJThinkTank @samsgoh
- 63. know you can rank for? #SEJThinkTank @samsgoh
- 64. Enter long tail topics #SEJThinkTank @samsgoh
- 65. Long tail keywords aren’t about “word length” #SEJThinkTank @samsgoh
- 68. Long tail keywords are search queries with low individual search volume, but usually have a huge total search demand as a group. #SEJThinkTank @samsgoh
- 72. #SEJThinkTank @samsgoh 1. How much search traffic does a page get. 2. Which keywords contribute to #1 and how many? Two things you need to know:
- 73. Easiest way to find “long-tail topics” #SEJThinkTank @samsgoh
- 74. is to look at your competitors’ traffic generating pages. #SEJThinkTank @samsgoh
- 77. #SEJThinkTank @samsgoh Which topic do you think generates the most search traffic for bodybuilding.com? a.) chest workouts (48,000) b.) back exercises (50,000) c.) shoulder workouts (61,000) d.) ab workouts (74,000) Poll
- 80. #SEJThinkTank @samsgoh “top keywords” may not produce results you’d expect
- 81. #SEJThinkTank @samsgoh But they may produce better results than you’d think
- 83. Analyze your competitors’ top pages and create content around these top keywords. #SEJThinkTank @samsgoh
- 85. #SEJThinkTank @samsgoh These filters work well on “authority sites”
- 90. There’s no shortage of topics… #SEJThinkTank @samsgoh
- 91. But can you rank? #SEJThinkTank @samsgoh
- 94. #SEJThinkTank @samsgoh #1. Check that the SV, Clicks, Traffic Potential
- 95. #SEJThinkTank @samsgoh #2. Glance at Keyword Difficult
- 96. #SEJThinkTank @samsgoh #2. Glance at Keyword Difficult
- 97. #SEJThinkTank @samsgoh #3. Assess Search Intent
- 98. #SEJThinkTank @samsgoh #3. Assess Search Intent Guides
- 99. #SEJThinkTank @samsgoh #3. Assess Search Intent Guides - Mostly list posts
- 100. #SEJThinkTank @samsgoh #3. Assess Search Intent Guides - Mostly list posts Informational intent
- 101. Can you serve search intent? [yes] [no] #SEJThinkTank @samsgoh
- 102. [no] = Move on #SEJThinkTank @samsgoh
- 103. [yes] = Assess Ranking Difficulty #SEJThinkTank @samsgoh
- 104. Keyword difficulty should be assessed manually. #SEJThinkTank @samsgoh
- 105. #SEJThinkTank @samsgoh Keyword Difficult: A weighted average of the number of linking domains to the current top‐10 ranking pages plotted on a logarithmic scale from 0 to 100.
- 107. #SEJThinkTank @samsgoh #4. Assess Keyword Difficulty
- 108. #SEJThinkTank @samsgoh #4. Assess Keyword Difficulty
- 109. #SEJThinkTank @samsgoh #4. Assess Keyword Difficulty
- 110. #SEJThinkTank @samsgoh But why is this page ranking lower?
- 111. #SEJThinkTank @samsgoh Link quality? On-page factors?
- 112. #SEJThinkTank @samsgoh RD For Top Ranking Page
- 113. Can you build better/more links? [yes] [no] #SEJThinkTank @samsgoh
- 114. But links aren’t everything… #SEJThinkTank @samsgoh
- 115. We want to rank high for just as many keywords (or more) to maximize search traffic. #SEJThinkTank @samsgoh
- 116. This boils down to content. #SEJThinkTank @samsgoh
- 117. This is NOT a call to make your content unnecessarily long. #SEJThinkTank @samsgoh
- 118. #SEJThinkTank @samsgoh Long tail targeting (w/o link building)
- 119. What do you write about? #SEJThinkTank @samsgoh
- 120. Whatever Google deems is “rank-worthy” for that topic. #SEJThinkTank @samsgoh
- 122. Google’s job is to serve search intent best. #SEJThinkTank @samsgoh
- 123. So that too becomes your job. #SEJThinkTank @samsgoh
- 125. #SEJThinkTank @samsgoh Set positions filter for only relevant queries
- 126. #SEJThinkTank @samsgoh Set positions filter for only relevant queries Look to language and sprinkle in long tail queries…
- 127. #SEJThinkTank @samsgoh Set positions filter for only relevant queries Look to language for long-tail and sprinkle in long tail queries… WHEN IT MAKES SENSE.
- 129. But there’s an even better way… #SEJThinkTank @samsgoh
- 130. Content Gap analysis at the page level #SEJThinkTank @samsgoh
- 133. CG at the Page level #SEJThinkTank @samsgoh
- 134. CG at the Page level #SEJThinkTank @samsgoh
- 136. Last Example: “Best Watch Brands #SEJThinkTank @samsgoh
- 138. Rather than looking at these as a “list of keywords”… #SEJThinkTank @samsgoh
- 139. Use these to form an “outline” Based on how Google sees intent #SEJThinkTank @samsgoh
- 141. Summary: 9-Step Keyword Research Process #SEJThinkTank @samsgoh
- 142. #SEJThinkTank @samsgoh 1. Traffic potential > Search Volume
- 143. #SEJThinkTank @samsgoh 2. Look at your competitor’s “traffic generating pages”
- 144. #SEJThinkTank @samsgoh 3. Identify search intent for your keyword (via. Google)
- 145. #SEJThinkTank @samsgoh 4. Determine if you can fulfill search intent [yes] [no]
- 146. #SEJThinkTank @samsgoh 5. Manually assess ranking difficulty (link profile + on-page)
- 147. #SEJThinkTank @samsgoh 6. See which common keywords the top 3 pages rank for (content gap analysis @ page level)
- 148. #SEJThinkTank @samsgoh 7. Outline/content around these keyword rankings
- 150. #SEJThinkTank @samsgoh 9. Rinse and repeat ∞