My talk at SES London 2014 covering processes, ideas and tools for keyword data mining, keyword research as well as keyword categorization for additional revenue opportunities.

1. Mining your Search Keyword & Social
Data for new Revenue Opportunities
Bastian Grimm
Managing Partner
Grimm Digital
@basgr
London • 10–13 February 2014 • #SESLON @SESConf

2. London | 10–13 February 2014 | #SESLON | @SESConf
bg.vu/sesldn14

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LET’S DO THIS!
LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…

4. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM

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WWW.UBERSUGGEST.ORG

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WWW.SEMRUSH.COM

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GREAT! THANKS!
WHERE DO I GET SOME COFFEE?

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BACK TO THE BEGINNING…
IT ALL HAS TO START WAY EARLIER…!

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ALL PRODUCTS / SERVICES

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ALL (SUB-) CATEGORIES

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CREATE BUY CYCLE MODIFIERS

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It obviously depends on intent:
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review(s), recommendation [pre-shopping]
buy (online), purchase [shopping]
data, datasheet [general informational q’s]
cheap [esp. travel vertical]
compare, comparison [esp. finance vertical]
MORE BUY CYCLE MODIFIERS

13. London | 10–13 February 2014 | #SESLON | @SESConf
CONSIDER COLORS, MATERIALS…

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TIME TO DIG DEEPER
USE YOUR INTERNAL SITE SEARCH DATA!
Credits: http://bit.ly/1lpwe4X

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ANALYTICS SITE SEARCH LOG
https://support.google.com/analytics/answer/1012264

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SPLUNK LOGFILE ANALYSIS
www.splunk.com/download

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RELEVANSSI FOR WORDPRESS
www.relevanssi.com

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MATCH WITH YOUR CONTENT
DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?

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FAQ FOR INFORMATIONAL Q’S
30 FAQ Page Layouts: http://bg.vu/1cn6nRu

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FAQ FOR INFORMATIONAL Q’S

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IN SEO: DON’T TARGET IF…
…YOU CAN NOT FULLFILL THEIR EXPECTATIONS!

22. London | 10–13 February 2014 | #SESLON | @SESConf
ANYONE WANTS TO GUESS?
CONSIDER SEASONAL PATTERNS!

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OK, ONE MORE?
ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!

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IF YOU DON’T… START LOVING IT!
WARNING: LOCALIZED DELIMITERS & FUNCTIONS!

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SEOTOOLS FOR EXCEL
http://nielsbosma.se/projects/seotools/

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TIME FOR SOME SCALING
CREATIVITY COMBINED WITH TECH = WIN!

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SCRAPE Q&A SITES
E.G. QUORA CAN ASSIST IN FINDING RELATED TOPICS
Overview of Q&A Sites: http://bg.vu/seslon14qa

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GET IT INTO A SPREADSHEET
=importxml(“https://www.quora.com/uggs/”;”//div[@class=‘question_text_icons’]”)

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SUGGEST IS ALSO GREAT…
DON’T HIT ENTER TO SEE ‘EM!
Richard Baxter on SlideShare: http://bg.vu/1fTqfOA

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WATCH YOUR COMPETITORS
A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!

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ONE-CLICK BROWSER HELPER
CHROME LINKCLUMP + FIREFOX MULTI LINKS

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WHAT ABOUT THEIR TITLES?
GET “INSPIRATION” FROM COMPETING TITLES AS WELL

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SCREAMING FROG FTW!
STRIP OUT BRAND, SPLIT BY SEPERATOR(S), DONE.
http://www.screamingfrog.co.uk/seo-spider/

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=htmTitle() [a site’s page title]
=htmlH1(), [a site’s main headline]
=htmlH2(), [a site’s secondary headline]
=htmlMetaKeywords [people are really using these?]
=htmlMetaDescription [some ideas for you copy?]
SCRAPE CONTENTS W/ EXCEL!
FETCH H1S, TITLES & METAS WITH SEO TOOLS

35. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM

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RESEARCH DB (240 MIO.)
SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH

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RELATED KEYWORDS
GREAT FOR SYNOYMS & NON-PHRASE MATCHES!

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RANKINGS > KWD FINDER
UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.

39. London | 10–13 February 2014 | #SESLON | @SESConf
GO CHECK THEIR API!
www.searchmetrics.com/en/api/

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WWW.UBERSUGGEST.ORG

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USE GOOGLE TO SCRAPE…
GET IT HERE: bg.vu/gscrape

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IF YOU ARE A BIT OF A GEEK…
GOOGLE, BING, YAHOO & AMAZON AT ONCE!
Get the Script: http://bg.vu/16lines

43. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.GREPWORDS.COM

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ANOTHER RESEARCH DB
SV LOCAL + GLOBAL, CPC, ETC.

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PLAIN & SIMPLE API
http://www.grepwords.com/api.php

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WWW.ALCHEMYAPI.COM

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GET ENTITIES BY URL
http://www.toprankblog.com/2014/01/ses-london-2014/

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MOST RELEVANT KEYWORDS
… AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?

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CLASSIFICATION ON SPEED…!
SENTIMENT & CATEGORY VIA API, YESSIR!

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YOU MADE IT… NICE!
NOW, PUT THIS ALL TOGETHER?

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=TRIM(LOWER(A1))
#1 CLEAN & COMBINE
DEDUPLICATE, CLEAN & JOIN DATA
Duplicates in Excel: http://bg.vu/1gmd759 - VLOOKUP in Excel: http://bg.vu/1dC45xQ

52. London | 10–13 February 2014 | #SESLON | @SESConf
=CONCATENATE("[",TRIM(A8),"]")
#2 NORMALIZE FOR EXPORT
TO GET EXACT MATCH SV YOU NEED TO ADD “[ & ]”

53. London | 10–13 February 2014 | #SESLON | @SESConf
#3 USE KEYWORD PLANNER
BUT DON’T USE THE INPUT FIELD…

54. London | 10–13 February 2014 | #SESLON | @SESConf
WARNING: COMPARISON ONLY!
DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!

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=REPLACE(DownloadString("http://uk.api.semrush.com/?act
ion=report&type=phrase_this&export=api&export_columns=
Nq&key=$APIKEY&phrase=$KEYWORD");1;13;"")
#2 CALL DIFF. APIS
E.G. SEMRUSH VOLUME PER KEYWORD

56. London | 10–13 February 2014 | #SESLON | @SESConf
EASIER: SEOGADGET FOR EXCEL
http://seogadget.com/tools/seogadget-for-excel/

57. London | 10–13 February 2014 | #SESLON | @SESConf
@basgr
Berlin-based Full-Service Performance Marketing Agency
SEO Trainings, Seminars & Strategy Consulting
bg.vu/sesldn14

58. London | 10–13 February 2014 | #SESLON | @SESConf
Some legal stuff… (Image Copyrights):
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Slide #01: Twitter Icon - PDSfolder.com (http://bit.ly/1ln8b32)
Slide #02: © Fotolia.com
Slide #03: © Africa Studio - Fotolia.com
Slide #07: © Firma V - Fotolia.com
Slide #08: Source - mymediawelt.de
Slide #14: Source - http://bit.ly/1lpwe4X
Slide #21: © Olivier Le Moal - Fotolia.com
Slide #24: Excel Icon by Benjigarner (Vincent Garnier)
Slide #26: © Jan the Manson - Fotolia.com
Slide #50: Source - http://bit.ly/1eyjKnO