A presentation on how to organise keyword data using mind maps for SEO & PPC purposes.

1. HOW TO ORGANISE & PRIORITISE
KEYWORD RESEARCH DATA

2. QUICK INTRO
About
● Started agency side doing SEO & PPC
● Also worked in-house
● Worked with start-ups & established
businesses (£5bn+ turnover)
● Launched my own agency ClickBoost
Gordon Campbell
Co-Founder Of ClickBoost

3. ● A few basic keyword research techniques - but that's not what this presentation
is about
● Main focus is to give give you an introduction on how to organise keyword
research data using mind maps
10 Minutes To Cover

4. KEYWORD RESEARCH IDEAS

5. #1 Crawl Competitor’s Website Using Screaming Frog

6. #2 Use Answer The Public

8. ● See how potential customers are searching
online
● Get competitor’s organic rankings
● Keywords competitors are paying to show
for via Google Ads
● Carry out keyword gap analysis
#3 The quickest way is to simply use SEMrush

9. USING MIND MAPS TO ORGANISE
KEYWORD RESEARCH DATA

10. What is a mind map?

11. A large automotive retailer called ‘Honest Gordon’s Autos’ has discovered that their
competitor Arnold Clark is generating a large volume of leads as a result of their organic
search presence.
Our fictional client receives next to no organic traffic and would like to carry out some
initial keyword research to better understand where they should focus their efforts and
how Arnold Clark is generating so many leads online.
Fictional Scenario

12. Get Competitor Data

13. Export Data

14. Report Generated

15. Clean Up & The Data
I use the formula =A2&" ("&B2&") to combine keyword and search volume data. I will
also tag any keywords that I feel are relevant with the letter Y.

16. Copy & Paste Data Into A Mind Map (Freemind)

17. Copy & Paste Data Into A Mind Map (Freemind)

18. Tag Keywords Using Icons

19. Mindmap Overview

21. PRESENTING THE INFORMATION TO YOUR BUSINESS OR
CLIENT

22. Vauxhall Corsa Keyword Cluster
Image a: Vauxhall Corsa Keyword Cluster

23. Example Keywords: Vauxhall Corsa, Vauxhall Corsa Price, Vauxhall Corsa For Sale, Vauxhall Corsa Deals, New Vauxhall Corsa, New Vauxhall Corsa,
New Vauxhall Corsa Finance, Vauxhall Corsa For Sale, Vauxhall Corsa Price, Vauxhall Corsa SE
Findings:
We have discovered that there is a significant search volume for Vauxhall Corsa & Vauxhall Corsa related keywords which indicates that your competitor
Arnold Clark is likely to be driving traffic as a result of being both featuring prominently organically and also also via Google Ads for a number of these
keywords.
Keywords that include words (or keyword modifiers) such as new, 2020, price, sale & finance often indicates commercial intent which means that if a
potential customer visits your website after searching using one of these keywords, there is likely an increased chance that they will enquire.
Variant specific searches such as ‘Vauxhall Corsa SE’ may also indicate that a potential customer is nearing the end of the buying cycle but it could also
indicate that some users will simply be researching and weighing up their options.
We believe that it is advisable to focus primarily on increasing search traffic for the aforementioned keywords that indicate a higher commercial intent
while also focusing on a long term goal of achieving high rankings for more general search terms such as Vauxhall Corsa.
Vauxhall Corsa Keyword Findings

24. Example Keywords: Vauxhall Corsa, Vauxhall Corsa Price, Vauxhall Corsa For Sale, Vauxhall Corsa Deals, New Vauxhall Corsa, New Vauxhall Corsa,
New Vauxhall Corsa Finance, Vauxhall Corsa For Sale, Vauxhall Corsa Price, Vauxhall Corsa SE
Findings:
We have discovered that there is a significant search volume for Vauxhall Corsa & Vauxhall Corsa related keywords which indicates that your competitor
Arnold Clark is likely to be driving traffic as a result of being both featuring prominently organically and also also via Google Ads for a number of these
keywords.
Keywords that include words (or keyword modifiers) such as new, 2020, price, sale & finance often indicates commercial intent which means that if a
potential customer visits your website after searching using one of these keywords, there is likely an increased chance that they will enquire.
Variant specific searches such as ‘Vauxhall Corsa SE’ may also indicate that a potential customer is nearing the end of the buying cycle but it could also
indicate that some users will simply be researching and weighing up their options.
We believe that it is advisable to focus primarily on increasing search traffic for the aforementioned keywords that indicate a higher commercial intent
while also focusing on a long term goal of achieving high rankings for more general search terms such as Vauxhall Corsa.
Vauxhall Corsa Keyword Findings

25. Example Keywords: Vauxhall Corsa, Vauxhall Corsa Price, Vauxhall Corsa For Sale, Vauxhall Corsa Deals, New Vauxhall Corsa, New Vauxhall Corsa,
New Vauxhall Corsa Finance, Vauxhall Corsa For Sale, Vauxhall Corsa Price, Vauxhall Corsa SE
Findings:
We have discovered that there is a significant search volume for Vauxhall Corsa & Vauxhall Corsa related keywords which indicates that your competitor
Arnold Clark is likely to be driving traffic as a result of being both featuring prominently organically and also also via Google Ads for a number of these
keywords.
Keywords that include words (or keyword modifiers) such as new, 2020, price, sale & finance often indicates commercial intent which means that if a
potential customer visits your website after searching using one of these keywords, there is likely an increased chance that they will enquire.
Variant specific searches such as ‘Vauxhall Corsa SE’ may also indicate that a potential customer is nearing the end of the buying cycle but it could also
indicate that some users will simply be researching and weighing up their options.
We believe that it is advisable to focus primarily on increasing search traffic for the aforementioned keywords that indicate a higher commercial intent
while also focusing on a long term goal of achieving high rankings for more general search terms such as Vauxhall Corsa.
Vauxhall Corsa Keyword Findings

26. ● Keyword research in the form of a mind-map can be a great way to communicate
content requirements to your internal team
● This type of research should not only be shared with the marketing department, it
can also help people such as product buyers better understand online demand
● A typical ‘Searcher Demand Analysis’ is normally priced anywhere between £500 -
£10,000 but could be much more for larger projects
● Producing this type of research upfront can be an excellent way to communicate
market potential & secure long term contracts with clients
A few other key points

27. Thank You

28. My Websites
GordonCampbell.co.uk
ClickBoost.co.uk
Social
Twitter.com/gorcampbell
Linkedin.com/in/gordondigital/
Group
Facebook.com/groups/TheSEOInsider/
Links