Searchmetrics Keyword and Topic Research using the Searchmetrics Suite™

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To view the webinar on demand, register here: http://www.searchmetrics.com/news-and-events/keyword-topic-research/ Keyword optimization analyzes which of a monitored domain’s URLs rank the highest for a particular keyword. Of course, it’s easy to find out who ranks in the top three results for a keyword; just type it into Google. But keyword optimization requires advanced keyword research that goes much deeper into keyword data. Searchmetrics keyword optimization research can help you: Build a more complete keyword set Categorize keywords into business categories Identify keyword opportunities from competitor activity Prioritize keywords more effectively with advanced filtering by quick wins, search volume, traffic index, etc.

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Presented by Kirby Burke
SEARCHMETRICS DEMINAR
KEYWORD & TOPIC RESEARCHusing the Searchmetrics Suite™

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YOUR SEO GUIDE
KIRBY BURKE, SEO STRATEGIST
www.linkedin.com/in/kirbyburkejr
k.burke@searchmetrics.com
“Targeting and tracking the right keywords
are a critical part of your SEO strategy and
the effectiveness of your content.”
— Kirby

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3
3© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
• Established in 2005
• Searchmetrics is an SEO & Content Optimization platform
• We own all of our own data (Research Cloud)
• A data and knowledge repository that contains over 250 billion data elements that are continuously updated like keywords, search
topics, social and PPC data—reaching back to 2009.
• We have two products Searchmetrics Content Experience™ and the Searchmetrics Suite™ that
services a variety of customers (F500, enterprise, eCommerce)
ABOUT US No Guesswork
Needed!

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WEBINAR FOCUS
> Holistic Content
> User Intent
> Keyword Performance & Rankings
> Competitive Intelligence

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— Sir Francis Bacon
“Knowledge is
power.”

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— Neil Armstrong
“Research is
creating new
knowledge.”

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7© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
OneKeyword
=
OnePage
HOLISTIC
CONTENT

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8
8© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
OneTopic
=
OnePage
HOLISTIC
CONTENT

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9
9© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
GOOGLE RANKBRAIN

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10© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
HOLISTIC
CONTENT

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11
11© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
Informative: Looking for an answer, additional info or “how to”
“chicken recipes”
Transactional: Wants to purchase something
“chicken on sale”
Navigational: Beginning of a search for something specific
“Kroger”
USER
INTENT

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USER INTENT
Head Term
1-2 Keywords
Higher Search Volume
Very Competitive
Long Tail Term
3+ Keywords
Lower Search Volume
Higher Conversions

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KEYWORD RANKINGS
Organic
Paid
Mobile
Universal Search

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KEYWORD PERFORMANCE
Search Volume
Seasonality
CPC
Universal Search
Related Keywords

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15
15© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
THEIR unique keywordsYOUR unique keywords
SHARED keywords
COMPETITIVE
KEYWORDS

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16
16© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
: : :
Indirect InformationalDirect
TYPES OF
COMPETITORS

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18
18© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
DEMO TIME!

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19
19© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
KEY
TAKEWAYS
One topic per page – not one keyword per page
Include related keywords in addition to primary keywords
Meet users’ intent and where they are in the conversion funnel
Target competitors’ keywords, including indirect and informational
competitors
Incorporate performance metrics: search volume, by device, seasonality, etc.
Keyword Research is an on-going process – not “set it and forget it”

© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
20
20© Searchmetrics.. All Rights Reserved. Do not distribute without permission.
QUESTIONS?
www.linkedin.com/in/kirbyburkejr
k.burke@searchmetrics.com
Be sure to check out our blog!
https://blog.searchmetrics.com/us/

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Searchmetrics Keyword and Topic Research using the Searchmetrics Suite™

1. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 1© Searchmetrics.. All Rights Reserved. Do not distribute without permission. Presented by Kirby Burke SEARCHMETRICS DEMINAR KEYWORD & TOPIC RESEARCHusing the Searchmetrics Suite™

2. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 2 © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 2 YOUR SEO GUIDE KIRBY BURKE, SEO STRATEGIST www.linkedin.com/in/kirbyburkejr k.burke@searchmetrics.com “Targeting and tracking the right keywords are a critical part of your SEO strategy and the effectiveness of your content.” — Kirby

3. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 3 3© Searchmetrics.. All Rights Reserved. Do not distribute without permission. • Established in 2005 • Searchmetrics is an SEO & Content Optimization platform • We own all of our own data (Research Cloud) • A data and knowledge repository that contains over 250 billion data elements that are continuously updated like keywords, search topics, social and PPC data—reaching back to 2009. • We have two products Searchmetrics Content Experience™ and the Searchmetrics Suite™ that services a variety of customers (F500, enterprise, eCommerce) ABOUT US No Guesswork Needed!

4. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 4 4© Searchmetrics.. All Rights Reserved. Do not distribute without permission. WEBINAR FOCUS > Holistic Content > User Intent > Keyword Performance & Rankings > Competitive Intelligence

6. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 6© Searchmetrics.. All Rights Reserved. Do not distribute without permission. — Neil Armstrong “Research is creating new knowledge.”

11. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 11 11© Searchmetrics.. All Rights Reserved. Do not distribute without permission. Informative: Looking for an answer, additional info or “how to” “chicken recipes” Transactional: Wants to purchase something “chicken on sale” Navigational: Beginning of a search for something specific “Kroger” USER INTENT

12. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 12© Searchmetrics.. All Rights Reserved. Do not distribute without permission. USER INTENT Head Term 1-2 Keywords Higher Search Volume Very Competitive Long Tail Term 3+ Keywords Lower Search Volume Higher Conversions

13. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 13© Searchmetrics.. All Rights Reserved. Do not distribute without permission. KEYWORD RANKINGS Organic Paid Mobile Universal Search

14. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 14© Searchmetrics.. All Rights Reserved. Do not distribute without permission. KEYWORD PERFORMANCE Search Volume Seasonality CPC Universal Search Related Keywords

15. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 15 15© Searchmetrics.. All Rights Reserved. Do not distribute without permission. THEIR unique keywordsYOUR unique keywords SHARED keywords COMPETITIVE KEYWORDS

16. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 16 16© Searchmetrics.. All Rights Reserved. Do not distribute without permission. : : : Indirect InformationalDirect TYPES OF COMPETITORS

17. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 17© Searchmetrics.. All Rights Reserved. Do not distribute without permission. — John Adams, Brand Manager at Red Hat “What worked yesterday might not work tomorrow.”

18. © Searchmetrics.. All Rights Reserved. Do not distribute without permission.© Searchmetrics. Alle Rechte vorbehalten. Verbreitung nicht ohne Erlaubnis. 18 18© Searchmetrics.. All Rights Reserved. Do not distribute without permission. DEMO TIME!

19. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 19 19© Searchmetrics.. All Rights Reserved. Do not distribute without permission. KEY TAKEWAYS One topic per page – not one keyword per page Include related keywords in addition to primary keywords Meet users’ intent and where they are in the conversion funnel Target competitors’ keywords, including indirect and informational competitors Incorporate performance metrics: search volume, by device, seasonality, etc. Keyword Research is an on-going process – not “set it and forget it”

20. © Searchmetrics.. All Rights Reserved. Do not distribute without permission. 20 20© Searchmetrics.. All Rights Reserved. Do not distribute without permission. QUESTIONS? www.linkedin.com/in/kirbyburkejr k.burke@searchmetrics.com Be sure to check out our blog! https://blog.searchmetrics.com/us/

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