The full presentation deck for the online training webinar with Engage Weddings including an introduction to keyword research, tips and techniques.

1. Introduction To Keyword Research & How
To Identify New Keywords
Engage Weddings

2. ● Involved in SEO for 10 Years
● Delivered training at BrightonSEO
● Follow me on Twitter: @seodanbrooks
Part of the SEO team at Aira
I joined Aira back in November 2017 and to this
day it’s one of, if not the best career decision I
made.

3. @seodanbrooks
“small wedding venues UK”
“how much do wedding venues cost”
“questions to ask wedding venues”

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All keywords have something in common

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The user wants an answer or solution

6. @seodanbrooks
This process will help you

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Because it works

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This process will show you

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This process will show you
How to identify competitors ranking terms,

10. @seodanbrooks
This process will show you
How to identify competitors ranking terms,
Highlight content gaps

11. @seodanbrooks
This process will show you
How to identify competitors ranking terms,
Highlight content gaps,
Increase the number of impressions

12. @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

13. @seodanbrooks
It works

14. @seodanbrooks

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

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“I Need A Wedding Cake”
“I Need To Lose Weight”
“I Want A Local Wedding Venue”
“Wedding Cake Makers”
“Best Wedding Diets”
“Best Wedding Venues In X”
“Where To Order A Wedding Cake”
“Diet Plan Subscriptions”
“Book X / X Contact Page”

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My process

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My process
Get a list of “Seed” keywords

19. @seodanbrooks
My process
Get a list of “Seed” keywords
What’s currently ranking?

20. @seodanbrooks
My process
Get a list of “Seed” keywords
What’s currently ranking?
What are competitors doing?

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

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My process
What’s getting clicks & impressions?
What terms are getting traffic?

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My process
What’s getting clicks & impressions?
What terms are getting traffic?
Converting keywords and weighted sort

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Step 1: Creating a research document

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What data do we want to review?

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Keyword

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Stage Of The Buyer’s Journey

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Keyword Type

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Secondary Keywords

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Search Volume

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Estimated CPC

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Competition

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Additional Metrics

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

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Step 2: Gathering “Seed” keywords

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“Seed” Keywords
Start by brainstorming ideas

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“Seed” Keywords
Start by brainstorming ideas
Analyse the website

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“Seed” Keywords
Start by brainstorming ideas
Analyse the website
Take a look at related forums & industry sites

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“Seed” Keywords
Start by brainstorming ideas
Analyse the website
Take a look at related forums & industry sites
Ask the client

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Step 3: What’s currently ranking?

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Google Search Console

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Google Search Console

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Google Search Console

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Google Search Console

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Other Tools You Can Use

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Other Tools You Can Use
Google Ad’s

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Other Tools You Can Use

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Step 4: What are competitors ranking
for?

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

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1. Add your domain & competitors

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2. Compare the ranking keywords

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3. Select the keywords you want

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Step 5: What keywords bring traffic?

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Keywords Bringing In Traffic

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Keywords Bringing In Traffic

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Keywords Bringing In Traffic
Add domain and select “Organic Research”

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Keywords Bringing In Traffic
Go to the “Positions” report

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Keywords Bringing In Traffic
Add an Advanced Filter for branded terms

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Keywords Bringing In Traffic
Select and export your keywords

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Keywords Bringing In Traffic
Remember to sort by Traffic %

62. @seodanbrooks @airadigital
Quick Recap

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

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Step 6: Converting keywords &
weighted sort

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Converting Keywords
Head over to Google Analytics

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Acquisition > Google Ads > Search Queries

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

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

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

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

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

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Step 7: Tools to find new keywords

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

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

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

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

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Website: https://keywordsheeter.com/
Cost: Free
Good For: Getting mass keyword suggestions

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Step 8: Populating your research
document

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Populating Your Research Doc
Add in your keywords & preferred metrics

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Populating Your Research Doc
Don’t forget the
Buyer’s Journey!

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Populating Your Research Doc
Start prioritising

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Step 9: Mapping your research

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Mapping Your Research

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Mapping Your Research

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Step 10: Implement & Track

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Again… This Works

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Takeaways

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

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Takeaways
Research document - aira.net/search-norwich/
“Seed” keywords

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Takeaways
Research document - aira.net/search-norwich/
“Seed” keywords
Competitors ranking terms

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Takeaways
Research document - aira.net/search-norwich/
“Seed” keywords
Competitors ranking terms
Use free and paid tools for new opportunities

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Takeaways
Create a content plan

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Takeaways
Create a content plan
Implement & track progress!

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Thank You!
@seodanbrooks
@airadigital