The document discusses the concept of reactive SEO and targeting new and emerging search terms. It provides examples of terms that saw large search volume increases in 2020 related to the pandemic, like "how far can a sneeze travel." The document also shares case studies, including one where optimizing for new charity-related terms helped a client get the #1 ranking and led to a significant increase in organic traffic and donations. It emphasizes that targeting new terms each year provides opportunities with low competition and a chance to gain an early advantage.

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#BrightonSEO @olidigital
Reactive SEO; The Untapped
Potential Of New Terms
Oli Hearsum | StrategiQ
SLIDESHARE.NET/
@OLIDIGITAL

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples
● Obligatory Twitter Screenshots

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples
● Obligatory Twitter Screenshots
● ‘Up and to the right’ graphs

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples
● Obligatory Twitter Screenshots
● ‘Up and to the right’ graphs
● A couple of cool (free) tools

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples
● Obligatory Twitter Screenshots
● ‘Up and to the right’ graphs
● A couple of cool (free) tools
● 17 gifs

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples
● Obligatory Twitter Screenshots
● ‘Up and to the right’ graphs
● A couple of cool (free) tools
● 17 gifs
The exact approach we took

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#BrightonSEO @olidigital
So what’s included?
● 138 slides 😅
● Tricky math - 13 trillion / 15
● Facts about sneezing
● Two client examples
● Obligatory Twitter Screenshots
● ‘Up and to the right’ graphs
● A couple of cool (free) tools
● 17 gifs
The exact approach we took
and plenty of slow reveal bullet points

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#BrightonSEO @olidigital
My bugbear with
keyword research...

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#BrightonSEO @olidigital
… it’s looking
back.

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So what should
we be doing?

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As SEOs we focus on
What we could rank for

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Rather than
looking at the
new terms
coming our
way

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Source:
https://ahrefs.com/blog/long-tail-keywords/
Monthly search
volume distribution
of 1.9 Billion Search
Queries

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15% of 2 trillion =

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A lot of new terms to
optimise for

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● High number of new terms each year

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#BrightonSEO @olidigital
● High number of new terms each year
● Low competition

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#BrightonSEO @olidigital
● High number of new terms each year
● Low competition
● Easy to implement

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#BrightonSEO @olidigital
● High number of new terms each year
● Low competition
● Easy to implement
● Opportunity for every site

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#BrightonSEO @olidigital
● High number of new terms each year
● Low competition
● Easy to implement
● Opportunity for every site
● Chance to steal a march on competitors

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#BrightonSEO @olidigital
● High number of new terms each year
● Low competition
● Easy to implement
● Opportunity for every site
● Chance to steal a march on competitors
● It’s free

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#BrightonSEO @olidigital

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While everyone else is jostling for
keyword improvements for the
fat head term...

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… you can also be targeting
new terms

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So what are some of the
new / booming terms?

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2020 was a crazy year

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https://about.google/stories/year-in-search-2020/

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We were inspired
Source:
https://about.google/stories/year-in-search-2020/
Top searched thing
that people wanted to
become was a nurse

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We were intrigued
How far can a sneeze
travel? Was searched
5x more than last year.
Source:
https://about.google/stories/year-in-search-2020/

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We were intrigued
How far can a sneeze
travel? Was searched
5x more than last year.
23-27 feet
Source:
https://about.google/stories/year-in-search-2020/

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We were desperate
Source:
https://about.google/stories/year-in-search-2020/

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We were bored
Source:
https://about.google/stories/year-in-search-2020/
“Sewing machine for beginners” saw record searches

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We were brave
Source:
https://about.google/stories/year-in-search-2020/
“How to cut your hair” searched at an all-time high

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Mullet > Buzz Cut

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We were generous

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Let’s see it in action

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We saw a spike in impressions
for a charity client

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GSC Explorer

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See which page is ranking

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So I put together a content brief,
which was actioned the next day
and this happened ...

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Achieved Position 1 for both terms the very next day

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Any charity would want
to rank for this term

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Live scenes

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Charity shops reopened

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What we achieved
● Position 1 for high intent terms

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What we achieved
● Position 1 for high intent terms
● Received high levels of clothing donations
to support re-opening

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What we achieved
● Position 1 for high intent terms
● Received high levels of clothing donations
to support re-opening
● Went from 0-500 clicks a day

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What we achieved
● Position 1 for high intent terms
● Received high levels of clothing donations
to support re-opening
● Went from 0-500 clicks a day
● Over 35,000 organic sessions in 5 months

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Now for everyone’s favourite

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Brexit Shipping

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12 organic visits

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The results

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The results

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The results

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The results

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The results
Position 3 - November 2020 Position 1 - December 2020

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Ranking ahead of industry leaders;
DHL, Fedex and BIFA

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To the (virtual) beach

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To the (virtual) beach
210 searches April 2020

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Then we were overtaken

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So we shifted our intent

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Change of Approach

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Change of Approach

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Change of Approach

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Change of Approach

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Change of Approach

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Results for one page

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What if we could have multiple pages?

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How do you find the opportunities?

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bit.ly/Hannah-GSC-Explorer

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bit.ly/Hannah-GSC-Explorer

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bit.ly/Hannah-GSC-Explorer

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Compare time periods in GSC

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Paste as values

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Monitor large uplifts in impressions

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New queries

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Regex filter
Finding particular topics
Finding topics based on
word count
Popular questions

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Reasons for large impression
increases
● Ranking Improvements

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Reasons for large impression
increases
● Ranking Improvements
● Increase in search demand / interest

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Run them through Google Trends

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Impression uplifts & the ranking page bit.ly/DS-Report

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Impression uplifts & the ranking page bit.ly/DS-Report

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What if the opportunities aren’t
already coming my way?

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Go looking for them

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Social Media

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Keyword Research Tools

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Explore the trend

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Not always picked up by tools bit.ly/Steve-Toth

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How do you know if it’s a good
target?

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1) Is it relevant?

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Is it relevant?

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2) Is it the best page for this query?

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3) Are there any high performing
pages already?

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4) Which other terms can we
target?

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Go to work optimising for it

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It’s not just 2020

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15% of search queries have been
new since 2013

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Is this just a short-term gain?
● No, new / rising terms can become
evergreen

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Is this just a short-term gain?
● No, new / rising terms can become
evergreen
● Can be the gift that keeps on giving

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Doesn’t just have to be new terms

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Recap
● Look at what’s around you

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Recap
● Look at what’s around you
● Don’t get hung up on keyword research

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Recap
● Look at what’s around you
● Don’t get hung up on keyword research
● Be reactive

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Recap
● Look at what’s around you
● Don’t get hung up on keyword research
● Be reactive
● Be ahead of the competition

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Recap
● Look at what’s around you
● Don’t get hung up on keyword research
● Be reactive
● Be ahead of the competition
● See quicker results

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Are you already sitting
on a content goldmine?

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Thank you
@olidigital