Topic: Advanced Keyword Research – understand your consumers and their purchase motivations - Delivering an effective strategy which wins search results and consumers - How to define, discover and explore an entire industry of keywords - Ways to take your keyword research wider, deeper and more granular than you ever thought possible - Actionable approaches to apply the learnings to your websites, brands, content and consumers Joining all of this up to tell a compelling story, to get signoff on budgets and strategies, and to win big

1. Kirsty Hulse

2. A bit about me
● Worked in digital for 7 years, SEO for 6
● Always agency, now platform
● Consultancy & training
● Warning!!! This presentation includes a lot of terrible stock photography
@kirsty_hulse

3. Advanced Keyword
Research
Understand your consumers and their purchase motivations
@kirsty_hulse

4. The aim of keyword research is to find
the top keywords that consumers are
searching for in your market

5. Keyword Search Volume
Keyword 1 10000
Keyword 2 9000
Keyword 3 8000
Keyword 4 7000
Keyword 5 6000
keyword 6 5000
Keyword 7 4000
Keyword 8 3000
Keyword 9 2000
Keyword 10 1000
Keyword 11 900
Keyword 12 800
Keyword 13 700
Keyword 14 600
Keyword 15 500
Keyword 16 400
Keyword 17 300
Competition
High
High
High
High
High
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Low
Low
Low
Est Traffic/Revenue
2000
1980
1000
900
800
700
600
500
400
300
200
100
90
80
70
60
50
Group / Page
Landing Page 1
Landing Page 1
Landing Page 1
Landing Page 1
Homepage
Homepage
Homepage
Homepage
Homepage
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 3
Landing page 3

6. But this isn’t good enough

8. Our keyword research is reductive

9. We’re not doing research, we’re just
creating a ‘rankings wishlist’

10. And it means we’re doing this

12. I hate this man.

14. Let me give you some examples

15. ‘gaming laptops’
28k per month search volume

16. High CPCs
Hugely competitive
Top retailers & manufacturers capturing 68% share
of search

17. ‘number’ inch gaming
laptop
1.7k search volume

18. Lower CPCs
Less competitive
Review sites have 59% share of search

19. + resolution
2.4k search volume

20. Very low CPCs
Less competitive

21. Share of search from the
biggest manufactures and
retailers?

22. zero

23. This is big brands
Working with big agencies
Missing big opportunities

24. So what’s the problem?

25. People don’t search with keywords
Different people they search with intent

27. The aim of keyword research is to align
the right content to the right people at
the right time

28. How do we fix it?
● Understand the entire market
● Understand social language
● Categorise by topics and intent

29. Understand the entire market

30. Interesting
Reductive

36. Understand social language

37. How people search and share differs

38. Lovely Excel
keyword list
here

41. OK so we have a huge mega list of
keywords - now what?

42. Categorise by topics and intent

43. Understand consumer journeys
What are the behavioural stages your
consumers go through when getting to know
your product, service and brand?

44. GA gives us a lot of this

46. Run surveys

47. http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

48. Can you play
games on a
normal PC?
Best
gaming
PCs
Alienware
gaming PC
Alienware
deals
Alienware
support

49. Each keyword needs to be tagged according to
behavioural moments to allow us to really
identify the opportunity

51. But wait…didn’t you just say we need
thousands of keywords?

52. We built a tool!

53. http://labs.linkdex.com/term-tagger/

54. This will take time
It will need manual review
But it’s worth it

56. Do you currently have a good understanding of your
consumers and their intent. If so, how do you use it?