SEO Class
Lateral Keywords for Writers(When the Google Keyword Planner
isnt enough)Presented by: Ash NallawallaSEO Strategist, Suncorp
Insurance
#pubconhttp://ash.nallawalla.com@ashnallawalla1
About Ash
SEO consultant, currently at Suncorp Insurance (eight
brands)Moderator at Webmasterworld forumsPreviously in enterprise
SEO roles, notably NAB, ANZ Bank, Ubank, Optus and Yellow
Pages2
#pubconhttp://ash.nallawalla.com@ashnallawalla
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Keyword Research BASICSNo longer enough
#pubconhttp://ash.nallawalla.com@ashnallawallaEverybodys doing
itMost of us use the Google Keyword Planner to get a feel for the
most searched terms.Our competitors do that too.
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#pubconhttp://ash.nallawalla.com@ashnallawallaSearch volume
alone isnt enoughBut we need a starting point.
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#pubconhttp://ash.nallawalla.com@ashnallawallaGive researched
keywords to writersA keyword matrix ensures a good spread of
keywords across the site and saves the writer from guessing
keywords.
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#pubconhttp://ash.nallawalla.com@ashnallawallaSearch intent is
importantIntent can be Navigational, Informational, Commercial,
Transactional.Yes, check out some tools.7
#pubconhttp://ash.nallawalla.com@ashnallawallaCHECK OUT THE
COMPETITIONSo who is winning in your niche?
#pubconhttp://ash.nallawalla.com@ashnallawallaStart with a
ranking checkUse your preferred rank-checking tool to see who is
ranking for each keyword.We want to check which companys content is
consistently coming up on Page 1 for a number of similar
keywords.
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#pubconhttp://ash.nallawalla.com@ashnallawallaCount ranking
keywordsFirst get the count of keywords that rank.
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#pubconhttp://ash.nallawalla.com@ashnallawallaDerive the mean
positionGet the average position for each company.
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#pubconhttp://ash.nallawalla.com@ashnallawallaInvert the mean
positionInverting means deducting the rank from 10, so that a
higher number denotes a higher rank.
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#pubconhttp://ash.nallawalla.com@ashnallawallaDerive a
scoreScore (say Allianz) = (C3*C5)+(D3*D5)Score = (6.1x21)+(4.0x3)
= 14113
#pubconhttp://ash.nallawalla.com@ashnallawallaRanking
spreadsheetVisibility is important, but what is your way to measure
it?Which competitor is more visible?
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#pubconhttp://ash.nallawalla.com@ashnallawallaThe content
writers dilemmaThe spreadsheet shows the winners, not the losers.
We can see who is using the most searched phrases.Others are using
the same tools.So what content are they using that you are not
using?(Note: Ranking involves many other factors and this is also
about Selling!)15
#pubconhttp://ash.nallawalla.com@ashnallawallaDeep Dive TERM
FREQUENCYLooking for that lightbulb moment?
#pubconhttp://ash.nallawalla.com@ashnallawallaHat Tip to Eric
EngeSee his articles in Moz:Just Google Eric Enge TF-IDF for the
URLs.(click the image below if you have the PPT)
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#pubconhttp://ash.nallawalla.com@ashnallawallaInverse Document
Frequency18
#pubconhttp://ash.nallawalla.com@ashnallawallaTF-IDF exampleSay,
a document with 100 words contains the term cat 3 times.The TF is
3/100 x 0.5 + 0.5 = 0.515Google has, say, 30 trillion pages and the
word cat appears in 1.7 billion pages.The IDF is
log(30,000,000,000,000 /1,700,000,000)or log(730,2.718281828) =
6.593044535The TF-IDF (or TF*IDF) weight is the product of:0.515 x
6.593044535 = 3.395417935
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#pubconhttp://ash.nallawalla.com@ashnallawallaTerm Frequency Two
ways to measure20
#pubconhttp://ash.nallawalla.com@ashnallawallaGetting back to
Term Frequency21
Search for your keyword.Visit the page/s of the highest ranking
company and the next four top rankers.Note their URLs.Note the URL
of your own page.Do a Term Frequency analysis and, perhapsInverse
Document Frequency analysis (TF-IDF).
#pubconhttp://ash.nallawalla.com@ashnallawallaGet n-gramsUse one
of the old keyword density tools to get 1-word, 2-word, and 3-word
pairs from your site and the five competitors.Collate, de-dupe
n-grams and place in Erics spreadsheet.22
#pubconhttp://ash.nallawalla.com@ashnallawalla
TF one worksheet per keywordSix sets of n-grams on the left and
de-duped list in grey zone.23Erics spreadsheet
#pubconhttp://ash.nallawalla.com@ashnallawallaTF close-upGet a
count of each word or phrase used by the top five pages and by
yours24
#pubconhttp://ash.nallawalla.com@ashnallawallaTF close-up25
#pubconhttp://ash.nallawalla.com@ashnallawallaTF close-upUse
conditional formatting to pick a range of TF values and compare
your TF column with the average TF of the competitors.You will now
see significant words to consider.
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#pubconhttp://ash.nallawalla.com@ashnallawallaThe extracted
wordsThe pages I was analysing did not contain some obvious words
this is the beauty of this technique.27
#pubconhttp://ash.nallawalla.com@ashnallawallaThe future?Working
on a web versionTakes minutes, not hours.28
SlidersGemsBeta: http://www.lateralkeywords.com
#pubconhttp://ash.nallawalla.com@ashnallawallaSummaryKeyword
research requires more than the Google tool. Do lateral keyword
research.Do consider Term Frequency at least. Also look into
Inverse Document Frequency.Download full PPT
from:http://www.trainsem.com/pubcon 29Ash NallawallaTwitter:
@ashnallawallaEmail: [email protected]:
http://ash.nallawalla.com
#pubconhttp://ash.nallawalla.com@ashnallawalla
