The document discusses various techniques for event organizers to perform keyword research for search engine optimization (SEO), including: 1) Using the Google Keyword Planner to understand search volumes for relevant keywords. 2) Analyzing the keywords and phrases used by top ranking pages for relevant search terms. 3) Creating word clouds and Venn diagrams to identify common keywords across top pages and ones unique to your own site. 4) Using Google Translate to generate modified versions of content to identify additional relevant keywords. 5) Leveraging related search suggestions, image search tags, and social media word clouds to expand keyword lists. Proper use of adjectives is also emphasized.

1. @kelvinnewman
Everything Event Organisers
Need to Know About SEO
@kelvinnewman

2. Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman

3. @kelvinnewman
So what is this presentation
about?
@kelvinnewman

4. @kelvinnewman
Well, this presentation isn’t
about…
@kelvinnewman

5. @kelvinnewman
Here’s everything you need to
know about the absolutely
huge topic of SEO hacked and
squeezed into half an hour
“
“

6. @kelvinnewman
No rocket science - just a few
nice practical ways to get event
organisers can get a bit better
at SEO

7. @kelvinnewman
Lets start with the foundation of
SEO - Keyword Research

8. @kelvinnewman
Keyword
Keyword Planner can help us
understand what and how many people
are searching around our topic
https://adwords.google.com/ko/KeywordPlanner/Home

9. Just write for your users is a lazy
suggestion.
@kelvinnewman

10. Are you writing about your topic in the
way users and search engines expect.
@kelvinnewman

11. @kelvinnewman
To optimise a page now you need
more than add keyphrases.

12. @kelvinnewman
You need to have all the phrases
and words they’d expect

13. Is the search query on the page and
does deserve to rank?
Old Model
@kelvinnewman

14. Does it contain the search query and
phrases used be other pages that rank
for the term and does deserve to rank?
New Model
@kelvinnewman

15. Nearly always better to call them
search queries rather than keywords.
An aside
@kelvinnewman
*Reminds you the searchers is ultimately asking
a question.

16. @kelvinnewman
We want to work these keyword
ideas into our title tags, our urls
and the body content of our
website

17. @kelvinnewman
Some hacky & clunky ways of
seeing those you’d need
include.

18. @kelvinnewman
Take the top ten results for your
query and extract the text using
something like textise.net
Method 1

19. From this
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20. To this
@kelvinnewman

21. @kelvinnewman
Bung the copy from all the
pages into a Word Cloud
Tool
I like jasondavies.com/
wordcloud/

23. @kelvinnewman
Treat the most common words
like bingo

24. @kelvinnewman
Take the top 2 results for your
query and your own website.
Extract the text using something
like textise.net
Method 2

25. @kelvinnewman
Create a list of all the single
words used on the page
using something like
writewords.org.uk/
word_count.asp

26. That gives you something like this per site
@kelvinnewman

27. @kelvinnewman
Create a Venn Diagram of the
overlap
I like Venny to do this
http://bioinfogp.cnb.csic.es/tools/venny/
Method 2

28. @kelvinnewman

29. @kelvinnewman
I’m really interested in the
where competitors overlap
but I don’t.

30. @kelvinnewman
Take a key ranking page of a
competitor Textise it as save as
word doc
Method 3

31. @kelvinnewman
Go to translate.google.com and
translate it to French.

32. That gives you something like this

33. Maybe go from French to Spanish

34. Then back again

35. The output will be similar but the subtle differences have value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying
all the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman

36. @kelvinnewman
We’re looking for words or
phrases that end up in the
new version that weren’t in
the original.

37. @kelvinnewman
Words like:
Townhouse,
Insulating panels,
Etc…

38. @kelvinnewman
Image search has changed it’s
interface to encourage “revised
queries”.
Method 4

39. You’ll be used to using related searches to generate keyword ideas
@kelvinnewman

40. @kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*Never encourage Neil Patel

41. Image search generates suggestions like this
@kelvinnewman

42. Worth going down a few layers deep
@kelvinnewman

43. It’s also interesting the categorisation implied by the colours
@kelvinnewman

44. Style ContextBrandMaterial Adjective
@kelvinnewman

45. @kelvinnewman
Which brings us to
adjective order which I
don’t think we talk about
enough.

46. @kelvinnewman

47. @kelvinnewman
Good news is they teach it to
English Language Students.

49. @kelvinnewman
This will become more apparent
on voice search

50. Pinterest does something fairly similar as well

51. @kelvinnewman
Wordcloud the text on a Pinterest
search results, the little text that
is there is usually adjective
“rich”.
Method 5

52. You’ll get some great adjectives this way

53. @kelvinnewman
Take their Twitter Feed and
Wordcloud it.
Method 5

54. Simple but surprisingly effective.

55. A general lesson on keyword
research to end on.

56. The curse of knowledge is
a cognitive bias that occurs
when an individual,
communicating with other
individuals, unknowingly
assumes that the others have
the background to understand
@kelvinnewman

57. @kelvinnewman
To do better SEO, often you
don’t need to reinvent the
wheel, just do a few things a
little better than you used to

58. @kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Thanks