Successfully reported this slideshow.
Your SlideShare is downloading. ×

Keyword Research Tactics and Tools - BrightonSEO 2017

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad

Check these out next

1 of 98 Ad

More Related Content

Slideshows for you (20)

Viewers also liked (20)

Advertisement

Similar to Keyword Research Tactics and Tools - BrightonSEO 2017 (20)

Advertisement

Recently uploaded (20)

Keyword Research Tactics and Tools - BrightonSEO 2017

  1. 1. Stacey MacNaught Tecmark Practical, Tactical Keyword Research for Today’s SEO Campaigns @staceycav http://www.slideshare.net/staceycav
  2. 2. @staceycav #brightonseo ‘Searching’ doesn’t just look like this anymore.
  3. 3. @staceycav #brightonseo
  4. 4. @staceycav #brightonseo
  5. 5. @staceycav #brightonseo By 2020, 50% of all searches will be voice search. -Comscore
  6. 6. @staceycav #brightonseo We own more and more of these…
  7. 7. @staceycav #brightonseo
  8. 8. @staceycav #brightonseo And “search engines,” are NOT the only search engines.
  9. 9. @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
  10. 10. @staceycav #brightonseo However and wherever we search, though, we’re still using keywords
  11. 11. @staceycav #brightonseo Back to Google though…
  12. 12. @staceycav #brightonseo Google is now tonnes better at joining the dots for users.
  13. 13. @staceycav #brightonseo I have a problem.
  14. 14. @staceycav #brightonseo He’s cute but he has a 3 pairs of socks a day habit.
  15. 15. @staceycav #brightonseo The solution
  16. 16. @staceycav #brightonseo
  17. 17. @staceycav #brightonseo
  18. 18. @staceycav #brightonseo
  19. 19. @staceycav #brightonseo So, how has this changed how we actually do keyword research?
  20. 20. @staceycav #brightonseo 2009…
  21. 21. @staceycav #brightonseo More time. 2017…
  22. 22. @staceycav #brightonseo More tools. 2017…
  23. 23. @staceycav #brightonseo More keywords generating impressions and clicks in organic search 2017…
  24. 24. @staceycav #brightonseo More landing pages contributing to organic sales and leads on client sites. 2017…
  25. 25. @staceycav #brightonseo Organic search contributing more to paid search sales 2017…
  26. 26. @staceycav #brightonseo Less time for new campaigns to generate organic leads and sales. 2017…
  27. 27. @staceycav #brightonseo Our approach, tactics and tools
  28. 28. @staceycav #brightonseo Step away from the tools.
  29. 29. @staceycav #brightonseo Step away from the tools. (For now)
  30. 30. @staceycav #brightonseo The output of a tool is limited by the quality of what you put in.
  31. 31. @staceycav #brightonseo Think beyond driving immediate organic sales.
  32. 32. @staceycav #brightonseo
  33. 33. @staceycav #brightonseo So, we divide our audience into 3 groups:
  34. 34. @staceycav #brightonseo Reaching top of the funnel researchers
  35. 35. @staceycav #brightonseo This is about identifying triggers.
  36. 36. @staceycav #brightonseo This is about identifying triggers.
  37. 37. @staceycav #brightonseo
  38. 38. @staceycav #brightonseo This does not happen. Usually
  39. 39. @staceycav #brightonseo
  40. 40. @staceycav #brightonseo
  41. 41. @staceycav #brightonseo Identify the triggers for your products/services
  42. 42. @staceycav #brightonseo
  43. 43. @staceycav #brightonseo Keep surveys short, sweet (and incentivised!) https://goo.gl/ipWs3T
  44. 44. @staceycav #brightonseo Survey your sales and customer service teams
  45. 45. @staceycav #brightonseo Turn Your Triggers into Keywords
  46. 46. @staceycav #brightonseo Soovle.com
  47. 47. @staceycav #brightonseo
  48. 48. @staceycav #brightonseo
  49. 49. @staceycav #brightonseo
  50. 50. @staceycav #brightonseo
  51. 51. @staceycav #brightonseo Answerthepublic.com
  52. 52. @staceycav #brightonseo Toolfeast.com Autosuggest
  53. 53. @staceycav #brightonseo Buzzsumo Question Analyzer
  54. 54. @staceycav #brightonseo Have realistic expectations of these users.
  55. 55. @staceycav #brightonseo They won’t buy now. Create remarketing lists.
  56. 56. @staceycav #brightonseo Reaching mid to bottom of the funnel users
  57. 57. @staceycav #brightonseo These are all product or service related queries
  58. 58. @staceycav #brightonseo Indicative of users already “shopping”
  59. 59. @staceycav #brightonseo Start by auditing keywords that already drive traffic
  60. 60. @staceycav #brightonseo
  61. 61. @staceycav #brightonseo https://www.deepcrawl.com/help/guides/using-google-search-console-with-deepcrawl/
  62. 62. @staceycav #brightonseo Kwfinder.com
  63. 63. @staceycav #brightonseo
  64. 64. @staceycav #brightonseo https://mangools.com/plans?coupon=BrightonSEO
  65. 65. @staceycav #brightonseo Amazon Questions for Products
  66. 66. @staceycav #brightonseo
  67. 67. @staceycav #brightonseo
  68. 68. @staceycav #brightonseo Market Leader Reviews for Services
  69. 69. @staceycav #brightonseo Identify common positive adjectives
  70. 70. @staceycav #brightonseo https://www.wordclouds.com/
  71. 71. @staceycav #brightonseo
  72. 72. @staceycav #brightonseo
  73. 73. @staceycav #brightonseo
  74. 74. @staceycav #brightonseo Experiment with those adjectives in titles and Adwords ads for CTR
  75. 75. @staceycav #brightonseo Keyword research for linkers and amplifiers
  76. 76. @staceycav #brightonseo Journalists/writers need sources
  77. 77. @staceycav #brightonseo
  78. 78. @staceycav #brightonseo
  79. 79. @staceycav #brightonseo
  80. 80. @staceycav #brightonseo
  81. 81. @staceycav #brightonseo
  82. 82. @staceycav #brightonseo
  83. 83. @staceycav #brightonseo
  84. 84. @staceycav #brightonseo
  85. 85. @staceycav #brightonseo Measurement
  86. 86. @staceycav #brightonseo Rankings.
  87. 87. @staceycav #brightonseo
  88. 88. @staceycav #brightonseo
  89. 89. @staceycav #brightonseo Accuranker.com https://www.accuranker.com/brightonseo2017
  90. 90. @staceycav #brightonseo Search Console Impressions and Clicks
  91. 91. @staceycav #brightonseo Landing Page Traffic and Conversions
  92. 92. @staceycav #brightonseo Assisted Conversions
  93. 93. @staceycav #brightonseo
  94. 94. @staceycav #brightonseo
  95. 95. @staceycav #brightonseo Keyword research isn’t a “one time,” job.
  96. 96. @staceycav #brightonseo Revisit your strategy regularly.
  97. 97. @staceycav #brightonseo And look for new opportunities constantly.
  98. 98. @staceycav #brightonseo stacey.macaught@tecmark.co.uk

Editor's Notes

  • 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
  • Triggers graphic.

    What is the problem or event that leads to someone researching something to buy or a solution to that problem
  • Triggers graphic.

    What is the problem or event that leads to someone researching something to buy or a solution to that problem
  • 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
  • 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
  • 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
  • Triggers graphic.

    What is the problem or event that leads to someone researching something to buy or a solution to that problem
  • Triggers graphic.

    What is the problem or event that leads to someone researching something to buy or a solution to that problem
  • Triggers graphic.

    What is the problem or event that leads to someone researching something to buy or a solution to that problem
  • Triggers graphic.

    What is the problem or event that leads to someone researching something to buy or a solution to that problem
  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
    Search Console data
    Landing page conversion rates
    Assisted conversions
  • Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
    Search Console data
    Landing page conversion rates
    Assisted conversions
  • Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
    Search Console data
    Landing page conversion rates
    Assisted conversions
  • Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools.
    Search Console data
    Landing page conversion rates
    Assisted conversions

×