SlideShare a Scribd company logo
www.further.co.uk
September 2017
Presentation Title
Subtitle, if required
2
www.further.co.uk
How do we approach
keywords, and
keyword research?
3
www.further.co.uk
It stops once the page goes live
4
www.further.co.uk
Three stages
Before the pages goes live.
Once the page ranks for some keywords
When you’re ready to create another page.
End to end process
• Before the pages goes live
• Once the page ranks for
keywords
• Once we’re ready to create a
new page
5
www.further.co.uk
How?
• Plan
• Create
• Measure
• Changes
• Silo
6
www.further.co.uk
• As its rankings improve more data
can be gathered
• As new keywords are discovered,
more insight can be found
• When users get to the page, then
you have data with which to make
decisions
There is a life to a
webpage
7
www.further.co.uk
Find a keyword
Before the page
goes live
8
www.further.co.uk
Find a keyword
preparing static caravan for winter
Before the page
goes live
9
www.further.co.uk
Find some more related keywords
(usually just the same keywords)
preparing static caravan for winter
Before the page
goes live
10
www.further.co.uk
Find some more related keywords
(usually just the same keywords)
preparing static caravan for winter
how to prepare a static for winter
winterising a static caravan
winterised static caravan for sale
Before the page
goes live
11
www.further.co.uk
Outline the requirements
in order for it to rank
• Amount of links
• Amount of quality
Before the page
goes live
12
www.further.co.uk
Before the page
goes live
13
www.further.co.uk
Good job guys….
14
www.further.co.uk
Stop throwing shit
at a wall
“A quota of new content must be met”
“Just keep making content”
“We’ll create 10 new pieces of content”
“Fresh pages need to be crawled”
15
www.further.co.uk
Google themselves confirm that
15% of all searches are brand new
keywords
………. everyday
Only once the page
is live does it start
to get good.
16
www.further.co.uk
Only once the page
is live does it start
to get good.
Further has 214 articles on the
site
But 53% organic traffic from the
top 5
17
www.further.co.uk
What does that mean?
42
18
www.further.co.uk
• Behaviour metrics
Click through rate, impressions,
bounce rate, navigation summaries,
pages per session, duration
You have data!
19
www.further.co.uk
• Conversions
Does this page make you money?
• Ranking data
Keywords ranking 11 – 30
You have data!
20
www.further.co.uk
preparing static caravan for winter
how to prepare a caravan for winter
winterising a static caravan
2
3
5
Measure and
improve
21
www.further.co.uk
Measure and
improve
22
www.further.co.uk
15
18
how to drain down a static
caravan for winter
static caravan drain down
Measure and
improve
23
www.further.co.uk
winterising a static caravan
how to drain down a static caravan
24
www.further.co.uk
winterising a static caravan
how to drain down a static caravan
80
60
25
www.further.co.uk
how to drain down a static caravan
how to drain down a static caravan for
winter
how to drain down a static caravan
how to drain a static caravan down for
winter
how do you drain down a static caravan
how do i drain down a static caravan
drain down a static caravan
how to drain down a static caravan boiler
do you have to drain down a static caravan
how to drain down a static caravan water
system
Brucey Bonus
26
www.further.co.uk
27
www.further.co.uk
Car insurance for driver with points
on their license
Car insurance for banned drivers
Car insurance for disqualified
drivers
Car insurance with non-motoring
convictions
Car insurance with convictions for
drink driving
Car insurance for ex-offenders
28
www.further.co.uk
• Create hypothesis based on data
• Update meta and titles
• Add the relevant sections
• Additional images
• New internal links
• Target extra answer boxes
• Re-order the hierarchy of
information
• Measure again later
Develop the article
29
www.further.co.uk
Congrats!
You just doubled your traffic
and impressions
30
www.further.co.uk
This stuff is important
• Keyword research didn’t
provide this insight the
first time round
• Its Google’s decision as
what our content ranks
for
• We can only guess, and
then measure
31
www.further.co.uk
How do we know when to stop
and start with the next?
When does it end?
32
www.further.co.uk
When does it end?
static caravan maintenance 30
static caravan curtains 250
curtains for caravans 150
static caravan boiler problems 60
33
www.further.co.uk
When does it end?
34
www.further.co.uk
35
www.further.co.uk
Be a real person
Are you asking a different question?
Are you asking a related question?
What do I need right now?
What can I assume you may need
later?
36
www.further.co.uk
Think ‘internal links’
37
www.further.co.uk
Relevance and
topical authority
• Algo updates are about
relevance
• Throw shit at a wall (at first)
• Build on what works
• Get that topical authority
• Be organised
• Stop undervaluing your content
38
www.further.co.uk
What do you deserve to rank 1st for?
Everyone can rank for something
39
www.further.co.uk
What do you deserve to rank 1st for?
Everyone can rank for something
But it hardly ever happens by
accident
40
www.further.co.uk
Thanks!

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