View
3.491
Download
1
Category
Preview:
Citation preview
Stacey MacNaughtTecmarkPractical, Tactical Keyword Research for Today’s SEO Campaigns@staceycavhttp://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 dokeyword 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 awayfrom the tools.
@staceycav #brightonseo
Step awayfrom the tools.
(For now)
@staceycav #brightonseo
The output of a tool is limited by the quality of
what you put in.
@staceycav #brightonseo
Think beyonddriving immediateorganic 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 tobottom 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 positiveadjectives
@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 researchfor linkers andamplifiers
@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
Recommended