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Stacey MacNaught
Tecmark
Practical, Tactical Keyword Research for
Today’s SEO Campaigns
@staceycav
http://www.slideshare.net/staceycav
@staceycav #brightonseo
‘Searching’ doesn’t just look like this
anymore.
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
By 2020, 50% of all searches will be
voice search.
-Comscore
@staceycav #brightonseo
We own more and more of these…
@staceycav #brightonseo
@staceycav #brightonseo
And “search engines,” are NOT the
only search engines.
@staceycav #brightonseo
55% of all US product searches begin
on Amazon.
-Bloomreach
https://www.bloomreach.com/en/resources/blogs/2015/10/amazon-commands-nearly-half-of-consumers-first-product-search.html
@staceycav #brightonseo
However and wherever we
search, though, we’re still
using keywords
@staceycav #brightonseo
Back to Google though…
@staceycav #brightonseo
Google is now tonnes better
at joining the dots for users.
@staceycav #brightonseo
I have a
problem.
@staceycav #brightonseo
He’s cute but he
has a 3 pairs of
socks a day
habit.
@staceycav #brightonseo
The solution
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
So, how has this changed
how we actually do
keyword research?
@staceycav #brightonseo
2009…
@staceycav #brightonseo
More time.
2017…
@staceycav #brightonseo
More tools.
2017…
@staceycav #brightonseo
More keywords
generating impressions
and clicks in organic
search
2017…
@staceycav #brightonseo
More landing pages
contributing to organic
sales and leads on client
sites.
2017…
@staceycav #brightonseo
Organic search
contributing more to paid
search sales
2017…
@staceycav #brightonseo
Less time for new
campaigns to generate
organic leads and sales.
2017…
@staceycav #brightonseo
Our approach, tactics and
tools
@staceycav #brightonseo
Step away
from the tools.
@staceycav #brightonseo
Step away
from the tools.
(For now)
@staceycav #brightonseo
The output of a tool is
limited by the quality of
what you put in.
@staceycav #brightonseo
Think beyond
driving immediate
organic sales.
@staceycav #brightonseo
@staceycav #brightonseo
So, we divide
our audience
into 3 groups:
@staceycav #brightonseo
Reaching top
of the funnel
researchers
@staceycav #brightonseo
This is about identifying triggers.
@staceycav #brightonseo
This is about identifying triggers.
@staceycav #brightonseo
@staceycav #brightonseo
This does not happen. Usually
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Identify the triggers for
your products/services
@staceycav #brightonseo
@staceycav #brightonseo
Keep surveys short, sweet
(and incentivised!)
https://goo.gl/ipWs3T
@staceycav #brightonseo
Survey your sales and
customer service teams
@staceycav #brightonseo
Turn Your Triggers into
Keywords
@staceycav #brightonseo
Soovle.com
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Answerthepublic.com
@staceycav #brightonseo
Toolfeast.com Autosuggest
@staceycav #brightonseo
Buzzsumo Question Analyzer
@staceycav #brightonseo
Have realistic expectations of
these users.
@staceycav #brightonseo
They won’t buy now.
Create remarketing lists.
@staceycav #brightonseo
Reaching mid to
bottom of the
funnel users
@staceycav #brightonseo
These are all product or
service related queries
@staceycav #brightonseo
Indicative of users already
“shopping”
@staceycav #brightonseo
Start by auditing keywords
that already drive traffic
@staceycav #brightonseo
@staceycav #brightonseo
https://www.deepcrawl.com/help/guides/using-google-search-console-with-deepcrawl/
@staceycav #brightonseo
Kwfinder.com
@staceycav #brightonseo
@staceycav #brightonseo
https://mangools.com/plans?coupon=BrightonSEO
@staceycav #brightonseo
Amazon Questions for
Products
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Market Leader Reviews for
Services
@staceycav #brightonseo
Identify common positive
adjectives
@staceycav #brightonseo
https://www.wordclouds.com/
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Experiment with those
adjectives in titles and
Adwords ads for CTR
@staceycav #brightonseo
Keyword research
for linkers and
amplifiers
@staceycav #brightonseo
Journalists/writers need
sources
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Measurement
@staceycav #brightonseo
Rankings.
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Accuranker.com
https://www.accuranker.com/brightonseo2017
@staceycav #brightonseo
Search Console Impressions
and Clicks
@staceycav #brightonseo
Landing Page Traffic and
Conversions
@staceycav #brightonseo
Assisted Conversions
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Keyword research isn’t a
“one time,” job.
@staceycav #brightonseo
Revisit your strategy
regularly.
@staceycav #brightonseo
And look for new
opportunities constantly.
@staceycav #brightonseo
stacey.macaught@tecmark.co.uk

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Keyword Research Tactics for SEO Campaigns

Editor's Notes

  1. Graphic showing the 3 types of visitors: Top of the funnel researchers (awareness) Mid to bottom of the funnel (actively seeking a product) Influencers, linkers and those who can send your message out – journos, bloggers etc
  2. Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
  3. Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
  4. We don’t buy washing machines because we want washing machines. We buy them because: Our old one is broken Our old one is too small We’ve just moved into the first property we have lived in where we need our own Our old one is way too dated Our old one is not energy efficient enough Old one is too noisy
  5. We don’t buy washing machines because we want washing machines. We buy them because: Our old one is broken Our old one is too small We’ve just moved into the first property we have lived in where we need our own Our old one is way too dated Our old one is not energy efficient enough Old one is too noisy
  6. We don’t buy life insurance because we just fancy it. Triggers: Just bought a house Just had a baby Just married Partner unable to work suddenly
  7. Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
  8. Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
  9. Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
  10. Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
  11. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  12. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  13. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  14. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  15. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  16. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  17. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  18. This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
  19. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  20. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  21. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  22. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  23. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  24. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  25. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  26. These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
  27. Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions
  28. Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions
  29. Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions
  30. Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions