SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn't Better

ScalingKeywordResearch:
More Isn’t Better

RankVol =
Rank-weighted
Search Volume

217 Misspellings of “John Lewis”
peter@moz.com @dr_pete
 Jon Lewis
 John Lews
 John Lewiss
 John Lewsi
 Jhon Lweis
 Hjohjblewis

 Jon Lewis
? John Lews
? John Lewiss
? John Lewsi
 Jhon Lweis
 Hjohjblewis

 Jon Lewis
? John Lews
? John Lewiss
? John Lewsi
X Jhon Lweis
X Hjohjblewis

What About Common Misspellings?
? Earings
? Kingsize bedding
? Dyson hairdryer
? Tumble driers
? Womens watch
? Expanding dining table

What About Common Misspellings?
 Earrings
 King_size bedding
 Dyson hair_dryer
 Tumble dryers
 Women’s watch
 Extending dining table

What About Very Similar Phrases?
? Wooden toy for 1 year old
? Wooden toys for 1 year old
? Wooden toys for 1 year olds
? iPad 128GB 2018
? iPad 2018 128GB
? 2018 iPad 128GB

Longer Phrases Can Spin Up Fast (#1)
? Leather mens wallet
? Leather wallet men
? Leather wallet mens
? Leather wallets men
? Men leather wallet
? Men leather wallets

Longer Phrases Can Spin Up Fast (#2)
? Mens leather wallet
? Mens leather wallets
? Mens wallet leather
? Mens wallets leather
? Wallet mens leather
? Wallets leather mens

Here’s Where Volume Comes in Handy
 Mens leather wallet (2,301)
? Mens leather wallets (1,276)
? Leather mens wallet (351)
? Men leather wallets (151)
? Leather wallet mens (76)
? Mens wallet leather (76)

$cKey1 = "iPads 128GB 2018";
$cKey1 = strtolower($cKey1);
$aKeys = explode(" ", $cKey1);
foreach ($aKeys as &$cKey)
$cKey = rtrim($cKey, "s");
sort($aKeys);
$cKey2 = implode(" ", $aKeys);

Ex. Keyphrases with High Similarity
 Wooden toy for 1 year old
 Wooden toys for 1 year old
 Wooden toys for 1 year olds
 iPad 128GB 2018
 iPad 2018 128GB
 2018 iPad 128GB

Keyphrases After Simple Grouping
 1 for old toy wooden year
 128gb 2018 ipad
 128gb 2018 ipad
 128gb 2018 ipad

Our Approach to “Brand” is Simplistic
 Moz
 Moz Local
 Moz Keyword Explorer
 MozBar
 Moz SEO
 SEOmoz

What Are We Missing Out On?
 Link Explorer
 Open Site Explorer
 The Beginners Guide to SEO
 Title Meta Tag length
 Ahrefs Link Intersect (#2)
 Distilled U (#2)

Big Brands May Be Missing Even More
 JLP Leicester
 JL ready made curtains
 Peter Jones Sloane Square
 Peter Jones London
 Peter Jones beds
 Kin men’s shirts

Use URL Filters to Target Your Research
 Google updates
 Google changes
 Google algorithm update
 Google algorithm names
 Latest Google update 2018
 Panda and Penguin

Targeted Research Drives Campaigns
 John Lewis Christmas advert
 Gold Christmas decorations
 Christmas cards
 Christmas tableware
 Stocking fillers for her
 Orange baubles

2. Filter Out The Noise

3. Target Intent Tactically

4. Know Your Audience

Any more questions?
Contact: peter@moz.com

SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn't Better

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