Kirsty Hulse

A bit about me

● Worked in digital for 7 years, SEO for 6

● Always agency, now platform

● Consultancy & training

● Warning!!! This presentation includes a lot of terrible stock photography

@kirsty_hulse

Advanced Keyword Research

Understand your consumers and their purchase motivations

@kirsty_hulse

The aim of keyword research is to find the top keywords that consumers are searching for in your market

Keyword Search Volume

Keyword 1 10000Keyword 2 9000Keyword 3 8000Keyword 4 7000Keyword 5 6000keyword 6 5000Keyword 7 4000Keyword 8 3000Keyword 9 2000Keyword 10 1000Keyword 11 900Keyword 12 800Keyword 13 700Keyword 14 600Keyword 15 500Keyword 16 400Keyword 17 300

Competition

HighHighHighHighHighMediumMediumMediumMediumMediumMediumMediumMediumMediumLowLowLow

Est Traffic/Revenue

2000198010009008007006005004003002001009080706050

Group / Page

Landing Page 1Landing Page 1Landing Page 1Landing Page 1HomepageHomepageHomepageHomepageHomepageLanding Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 3Landing page 3

But this isn’t good enough

Our keyword research is reductive

We’re not doing research, we’re just creating a ‘rankings wishlist’

And it means we’re doing this

I hate this man.

Let me give you some examples

‘gaming laptops’

28k per month search volume

High CPCs

Hugely competitive

Top retailers & manufacturers capturing 68% share of search

‘number’ inch gaming laptop

1.7k search volume

Lower CPCs

Less competitive

Review sites have 59% share of search

+ resolution2.4k search volume

Very low CPCs

Less competitive

Share of search from the biggest manufactures and

retailers?

zero

This is big brandsWorking with big agenciesMissing big opportunities

So what’s the problem?

People don’t search with keywords

Different people they search with intent

The aim of keyword research is to align the right content to the right people at the right time

How do we fix it?

● Understand the entire market● Understand social language● Categorise by topics and intent

Understand the entire market

Interesting

Reductive

Understand social language

How people search and share differs

Lovely Excel keyword list here

OK so we have a huge mega list of keywords - now what?

Categorise by topics and intent

Understand consumer journeys

What are the behavioural stages your consumers go through when getting to know your product, service and brand?

GA gives us a lot of this

Run surveys

http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

Can you play games on a normal PC?

Best gaming PCs

Alienware gaming PC

Alienware deals

Alienware support

Each keyword needs to be tagged according to behavioural moments to allow us to really identify the opportunity

But wait…didn’t you just say we need thousands of keywords?

We built a tool!

http://labs.linkdex.com/term-tagger/

This will take time

It will need manual review

But it’s worth it

Do you currently have a good understanding of your consumers and their intent. If so, how do you use it?