I've Got 99 Problems and a Keyword Ain't One!
Transcript of I've Got 99 Problems and a Keyword Ain't One!
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@WojKwasi #BigDigitalADL
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Follow along at:
@WojKwasi #BigDigitalADL
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“It all begins with wordstyped into a search box.”
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https://blog.hubspot.com/blog/tabid/6307/bid/33511/Answers-to-Your-Top-7-Questions-About-the-State-of-SEO-in-2012.aspx
Search Demand
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Overview1. Traditional Keyword Research
(and how to do it in under a minute)
2. The Search Experience
3. SERP Formations Study(Bonus: 9 Key Optimisation Tactics)
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* Why re-invent the wheel?
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How keyword research works today
IDEATION VALIDATION
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IdeationBrainstorm / Generate lists of words
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ValidationQuantify terms – incl. volume, competition, difficulty
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How can you do thisbetter than anyone else?
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Innovate
1. Come up with better ideas
2. Get better insights to find opportunities
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Who likes burgers?
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Start with the BasicsMake a list of your own keywords
(Gather lists from clients / other resources)
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Find SynonymsUse thesaurus.com
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Add ModifiersCommercial / Transactional
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Local Modifiers
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Question Modifiers
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We now have our seed list
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It’s time to Validate…
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It’s time to Validate…
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Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
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Ubersuggest.io
https://ubersuggest.io/
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KeywordTool.io
https://keywordtool.io
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KWFinder
https://app.kwfinder.com
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AHREFs
https://ahrefs.com/keywords-explorer
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Answer The Public
http://answerthepublic.com/
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Answer The Public: Questions
http://answerthepublic.com/
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MozKeyword Explorer
https://moz.com/explorer/
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SEM RushCompetitor & Top Sites into Domain Overview / Organic Research
https://www.semrush.com/au/info/empty/domain_organic/
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Similar Searches + More
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Question…
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Keyword Research(in under a minute)
1. Save a SERP to your local machine
e.g. https://www.google.com.au/search?q=burgers+adelaide
2. Rename to <keyword.html>
e.g. burgers-adelaide.htm
3. Upload to ftp server
4. Go to Keyword Planner and enter URL
e.g. http://www.kwasistudios.com/test/burgers-adelaide.html
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Keyword Research(in under a minute)
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Keyword Research(in under a minute)
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Try it with Bing too…
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* It’s all about the user
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Next LevelFor better results than anyone else,
you can’t just have better tools and techniques:
You need a better process too.
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Understanding IntentThis traditional two-stage keyword research process
misses 2 crucial stages at the beginning & end:
Understand your searchers & understand the
opportunities.
IDEATION VALIDATION
UNDERSTAND SEARCHER
UNDERSTAND OPPORTUNITY
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Understanding User Journeys
AWARENESS CONSIDERATION DECISION
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Understanding User Journeys
Before you can start brainstorming keywords, you have to
really understand what it is that’s driving your customers to
search at every stage of their user journey.
AWARENESS CONSIDERATION DECISION
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Do they have an issue they need addressed?
ISSUE
AWARENESS CONSIDERATION DECISION
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Have they clearly defined the issueand given a name to their need?
ISSUE FIX
AWARENESS CONSIDERATION DECISION
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Have they decided on the fix andare ready to make a deal?
ISSUE FIX DEAL
AWARENESS CONSIDERATION DECISION
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Understanding Motivations
You need this to understand their motivations and
understand the terminology they will use at each stage -
these will become the themes/buckets you explore during
the Ideation stage of keyword research.
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Keywords themes based on motivations
Stage Motivation Keywords Content Landing Pages
IssueI want food quick
because I’m hungry
places that deliver in adelaide, fast food
delivery
Our Quick & Easy Food Options Delivered
/fast-food-delivery-adelaide
FixI want a burger
delivered
burgers adelaide delivered, burger delivery adelaide
Burger Delivery in Adelaide
/burgers-adelaide-delivered
Deal I want Woj Burgerwoj burgers adelaide, woj burgers delivered
Woj Burgers – Quickest Used Salisbury Steak Delivery in Adelaide
/contact
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Alignment = The Search Experience
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* Research just in…
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Not all SERPs are created equal in 2017
It’s no longer 10 blue links
https://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
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So we studied 2,000 SERPs
http://kwasi.co/serp2017
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Why we did the SERP study
We set out to identify the
most probable compositions of Google SERPs
for different keyword types and
to identify key optimisation tactics for each formation.
1. What SERPs are most likely to look like and include for each type of keyword.
2. Best ways to work with the SERPs features to include them in our search strategies.
http://kwasi.co/serp2017
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Method: Identify Keyword TypesCelebrity Name
(as a practice swing: these results were the easiest to verify).
Commercial Keywords + Brand Name
Brand Name(global and very well-known companies)
Commercial Keywords + Transactional modifier(e.g. “buy”)
Brand Name(lesser known companies)
Commercial Keywords + Location
Brand Name + Location Question-Based Longtail Keywords
Commercial Keywords(products or services)
Statement-Based Longtail Keywords
http://kwasi.co/serp2017
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Method: Gather Keywords
10 keyword types
200 per keyword type
2,000 keywords
http://kwasi.co/serp2017
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Method: Deep Dive!Moz’s Keyword Explorer for rough list of feature types
*didn’t tell us the most common “formation” for each keyword type
Lots of manual deep diving!
http://kwasi.co/serp2017
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Celebrity Namese.g. Barrack Obama, Matt Damon, Dwayne Johnson, Caitlyn Jenner, Miley Cyrus
http://kwasi.co/serp2017
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Celebrity NamesTop Stories
http://kwasi.co/serp2017
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Celebrity NamesIn-Depth Articles
http://kwasi.co/serp2017
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Celebrity NamesTweets
http://kwasi.co/serp2017
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Celebrity NamesBig Juicy Knowledge Panel
http://kwasi.co/serp2017
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Big Brands – Little or no newse.g. Louis Vuitton
http://kwasi.co/serp2017
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Big Brands – Little or no newsAdWords (Top)
http://kwasi.co/serp2017
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Big Brands – Little or no newsKnowledge Panel
http://kwasi.co/serp2017
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Big Brands – Little or no newsSite Links
http://kwasi.co/serp2017
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Big Brands - Newsworthye.g. Deutsche Bank - In addition to Knowledge Panel there were Top Stories,
Tweets and In-Depth Articles (no AdWords or Site Links)
http://kwasi.co/serp2017
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Lesser-Known BrandsSimilar to Big brands (little or no news): Knowledge Panel + extra Reviews
http://kwasi.co/serp2017
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Lesser-Known BrandsKnowledge Panel (more local-centric)
http://kwasi.co/serp2017
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Lesser-Known BrandsReviews
http://kwasi.co/serp2017
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Brand Name + Location• 1 location = similar to lesser known brand
• Multiple = local pack
http://kwasi.co/serp2017
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Brand Name + LocationLocal Pack
http://kwasi.co/serp2017
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Commercial: Generic,Branded & Transactional
• e.g. mirrored wardrobe, jag watches, buy socks, cheap flights to bali
• Some Ads Top, Ads (Shopping) Right, Knowledge Panels & Reviews
http://kwasi.co/serp2017
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Commercial: Generic,Branded & Transactional
Shopping
http://kwasi.co/serp2017
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Commercial: Generic,Branded & Transactional
Images
http://kwasi.co/serp2017
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Location ModifiedCommercial Keywords
• E.g. divorce lawyers sydney, diamond rings adelaide, fresh flowers brisbane
• Local Packs & Ads Top, Ads Bottom - Some had Ads (Shopping) Rights
http://kwasi.co/serp2017
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Question-Based Longtail Keywords• E.g. what will happen if trump wins, why does ice float
• AdWords (top/bottom), Featured Snippets + Videos; Some showed Images + In-Depth Articles
http://kwasi.co/serp2017
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Question-Based Longtail KeywordsFeatured Snippet
http://kwasi.co/serp2017
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Question-Based Longtail KeywordsFeatured Snippet
http://kwasi.co/serp2017
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Question-Based Longtail KeywordsVideos
http://kwasi.co/serp2017
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Statement-Based Longtail Keywordse.g. resume writing template, improve your credit score, christmas tree decorating ideas
AdWords (top and bottom), Featured Snippets and Related Questions
http://kwasi.co/serp2017
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Statement-Based Longtail KeywordsFeatured Snippet
http://kwasi.co/serp2017
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Statement-Based Longtail KeywordsRelated Questions
http://kwasi.co/serp2017
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What this means for your KWR
During your keyword research you need to observe the
SERP formation and consider additional tactics as part of
your SEO strategy
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* Pssst... Write this down
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1. Insights
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2. Ideation
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3. Quantify
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4. Qualify
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Keyword Research Today
INSIGHTS IDEATION QUANTIFY QUALIFY
Understand the
searcher’s
user journey
Come up with
killer keyword
ideas
Validate your
ideas - where
are the
opportunities?
Understand the
opportunities in
context of the
search
experience
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Now you can get back to yourother 99 problems
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@WojKwasi
These slides:
http://kwasi.co/keyword17
SERPs study:
http://kwasi.co/serp2017