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Keyword Research Tactics and Tools - BrightonSEO 2017

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Keyword research tactics and tools - BrightonSEO September 2017.

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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

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