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"PLEASE don't start with keywords!" and 5 other keyword research steps to never skip again
- 1. “PLEASE don’t start with keywords!” and 5 other keyword research steps to never skip again Tylor Hermanson SEMPO Cities Kansas City October 27, 2016
- 3. keywords are dead… right? 3 #SEMPOCitiesKC sempo.org
- 12. What are we really saying? (not provided) - The old way of tracking keywords are dead Hummingbird - Google’s older, less sophisticated way of understanding entity relationships and search intent from keywords are dead voice search – Typing as an exclusive way to input keywords are dead grouped volumes – Google’s metrics for keywords that can be trusted area dead 12 #SEMPOCitiesKC sempo.org
- 13. What are we really saying? (not provided) - The old way of tracking keywords are dead Hummingbird - Google’s older, less sophisticated way of understanding entity relationships and search intent from keywords are dead voice search – Typing as an exclusive way to input keywords are dead grouped volumes – Google’s metrics for keywords that can be trusted area dead 13 #SEMPOCitiesKC sempo.org
- 14. What are we really saying? (not provided) - The old way of tracking keywords are dead Hummingbird - Google’s older, less sophisticated way of understanding entity relationships and search intent from keywords are dead voice search – Typing as an exclusive way to input keywords are dead grouped volumes – Google’s metrics for keywords that can be trusted area dead 14 #SEMPOCitiesKC sempo.org
- 15. What are we really saying? (not provided) - The old way of tracking keywords are dead Hummingbird - Google’s older, less sophisticated way of understanding entity relationships and search intent from keywords are dead voice search – Typing as an exclusive way to input keywords are dead grouped volumes – Google’s metrics for keywords that can be trusted are dead 15 #SEMPOCitiesKC sempo.org
- 16. Google just wants to help, right? 16 #SEMPOCitiesKC sempo.org
- 23. 23 #SEMPOCitiesKC sempo.org missbehaving clothing personal blog yacht yacht yacht female racing team scrapbooking US Magazine
- 24. 24 #SEMPOCitiesKC sempo.org missbehaven gift shop gift shop gift shop WoW character artwork racing horse hashtag search
- 25. More Google Keyword Grouping Fails 25 #SEMPOCitiesKC sempo.org
- 27. Keywords aren’t dead BUT a lot is changin’ 27 #SEMPOCitiesKC sempo.org How we - Research - Optimize - Track
- 28. And some things haven’t changed 28 #SEMPOCitiesKC sempo.org It uncovers - User problems - Brand perceptions - Unanswered questions It sets - Trajectory of tactical plan
- 29. Wait. Now I’m confused 29 #SEMPOCitiesKC sempo.org If keyword research is - definitely not dead - definitely subjective - definitely important Why don’t we focus more on it?
- 30. This is the part where I pretend to understand behavioral economics 30 #SEMPOCitiesKC sempo.org Recency bias Automation bias Basic skill bias
- 31. This is the part where I pretend to understand behavioral economics 31 #SEMPOCitiesKC sempo.org Recency bias Automation bias Basic skill bias Authority bias
- 32. 6 keyword research steps to never skip again 32 #SEMPOCitiesKC sempo.org
- 33. PLEASE don’t start with keywords! 33 #SEMPOCitiesKC sempo.org one
- 34. If your first step in keyword research involves an SEO tool, you’re doing it wrong. 34 #SEMPOCitiesKC sempo.org
- 35. Who gets sued for malpractice? 35 #SEMPOCitiesKC sempo.org “In other words, patients don’t file lawsuits because they’ve been harmed by shoddy medical care. Patients file lawsuits because they’ve been harmed by shoddy medical care and something else happens… What comes up again and again in malpractice cases is that patients say they were rushed or ignored or treated poorly.” -Malcolm Gladwell, Blink Should I start Spencer Ware? How much will Charles play?
- 36. 36 #SEMPOCitiesKC sempo.orgpersonas competitive researchproduct/service information net promoter scores existing customer interviews social listening consumer niche sites brand guidelines existing marketing collateral website copy business objectives stakeholder interviews focus group transcripts
- 37. When you do get to keywords, don’t start with Keyword Planner 37 #SEMPOCitiesKC sempo.org two
- 38. Google purposely limits suggestions 38 #SEMPOCitiesKC sempo.org 0 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Advertiser Cost Keywords Availabile
- 39. Build an absurdly humongous list of keywords 39 #SEMPOCitiesKC sempo.org three
- 41. Best keyword generator tools on the planet 41 #SEMPOCitiesKC sempo.org Moz Keyword Explorer KeywordTool.io Answer the Public SEMrush Infinite Suggest Keyword Shitter
- 44. Choose primary keywords & choose them well 44 #SEMPOCitiesKC sempo.org four
- 45. Personas and primary keyword parallels 45 #SEMPOCitiesKC sempo.org Defined target, not a limiting endpoint Supported by qualitative and quantitative data Specificity & reach directly related They’re both on this slide
- 46. Narrower focus often leads to bigger gains 46 #SEMPOCitiesKC sempo.org 0 200000 400000 600000 800000 1000000 1200000 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 2008 2009 2010 2011 2012 2013 2014 2015 2016 Focus Word Percentage & Organic Search Visits NomadicMatt.com Focus Word % Visits http://www.frac.tl/content-marketing-tactics/
- 47. Volume & competition only half of the battle 47 #SEMPOCitiesKC sempo.org Volume - SERP Visibility Competition Relevance
- 48. Volume 48 #SEMPOCitiesKC sempo.org Crappy Google data Hates small businesses Crappy Google data + real Clickstream data Does not appear to hate small businesses
- 50. Competition 50 #SEMPOCitiesKC sempo.org Based on PPC spending - $$ intent - Even less reliable with grouped volumes Based on off-site indicators of ranked pages - An imperfect indicator Don’t Use Keyword Planner for SEO Competition Based on ranking visibility of ranked pages - An imperfect indicator
- 51. Relevance 51 #SEMPOCitiesKC sempo.orgclothing personal blog yacht yacht yacht female racing team scrapbooking US Magazine gift shop gift shop gift shop WoW character artwork racing horse hashtag search
- 52. Add semantic and long-tail support 52 #SEMPOCitiesKC sempo.org five
- 53. Why long-tail matters 53 #SEMPOCitiesKC sempo.org 1 22% 2 24% 3 19% 4 14% 5 9% 6+ 12% # of Words in Google Queries Over 1/3 of queries contain 4+ words Moz Clickstream Data, Summer 2016 15% of searches every day have NEVER been seen before by Google
- 54. Long-tail casts a wider net 54 #SEMPOCitiesKC sempo.org Question-modifiers: - why, can, does, what Geo-modifiers: - city, county, state, region (Westport, south Florida, the Midwest, etc.) Feature-modifiers: - free-range, cloud-based, S Pen compatible, water-resistant, compact, low mileage
- 55. Semantic - of or relating to meaning in language Synonym - a word or phrase that means exactly or nearly the same as another word or phrase in the same language Semantic support – what it is and isn’t 55 #SEMPOCitiesKC sempo.org
- 56. Semantic - of or relating to meaning in language Synonym - a word or phrase that means exactly or nearly the same as another word or phrase in the same language Semantic support – what it is and isn’t 56 #SEMPOCitiesKC sempo.org George Clooney ????? DC Comics
- 57. Rough semantic research without NLP technology or expertise 57 #SEMPOCitiesKC sempo.org
- 59. Translate your ugly spreadsheet, data-heavy geek speak 59 #SEMPOCitiesKC sempo.org six
- 60. Be your own interpreter 60 #SEMPOCitiesKC sempo.org Digestible output Have a conversation
- 62. Sources 62 #SEMPOCitiesKC sempo.org concur video here we go what I want to do not provided count Hakeem Hummingbird Trump Bob Dylan young Bob Dylan older skeleton wine gif hindsight bias doctor distracted doctor iPad overwhelmed I got you good three-legged table I speak SEO long tail - Moz clickstream data summer 2016 15% of searches never seen Taboo