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The depth, quality and insight derived from thorough keyword research makes the difference between delivering an effective strategy which wins search results and consumers, versus just chasing the pack. Jono explores some approaches to taking your keyword research wider, deeper and more granular than you’d have ever thought possible (without losing weeks in the process!), and provides actionable approaches to applying the learnings to your websites, brands, content and consumers.
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@jonoaldersonAdvanced Keyword Research
ADVANCED KEYWORD
RESEARCH
@jonoaldersonAdvanced Keyword Research
Jono AldersonHead of Insight @
@jonoaldersonAdvanced Keyword Research
people search*with keywords
@jonoaldersonAdvanced Keyword Research
people search*with intent
@jonoaldersonAdvanced Keyword Research
Good SEO is about good
intent-alignment
@jonoaldersonAdvanced Keyword Research
Consumer intent
Business intent
Competitor intent
Understand the marketplace
@jonoaldersonAdvanced Keyword Research
strengths, weaknesses, opportunities
changing & emerging trends
create, or inform, strategy
@jonoaldersonAdvanced Keyword Research
So…
good, comprehensive,
effective keyword research
underpins good strategy
@jonoaldersonAdvanced Keyword Research
But the process is broken
@jonoaldersonAdvanced Keyword Research
Stakeholders often confuse
keyword research processes with
defining a 'ranking wishlist'
@jonoaldersonAdvanced Keyword Research
“ Top 10 ‘golden’ keywords.
100 commercial priority terms.
Primary, secondary. Attack, defend.
This quarter’s tactical opportunities. ”
Easy to report on, to understand, to
challenge.
@jonoaldersonAdvanced Keyword Research
This is a
TRAP.
@jonoaldersonAdvanced Keyword Research
You don’t know
what you don’t
know.
@jonoaldersonAdvanced Keyword Research
There is
money left on
the table.
@jonoaldersonAdvanced Keyword Research
It breeds
bad behaviour.
@jonoaldersonAdvanced Keyword Research
This happens because…
@jonoaldersonAdvanced Keyword Research
1.
Lack of education,
experience or alternatives
@jonoaldersonAdvanced Keyword Research
2.
Lack of tech, tools or
processes to utilise more
sophisticated approaches
@jonoaldersonAdvanced Keyword Research
3.
The primary responsibility of senior
stakeholders to be in control, to
object, to push back
@jonoaldersonAdvanced Keyword Research
And so…
“Keyword research” rarely
resembles research
@jonoaldersonAdvanced Keyword Research
How do we fix this?
@jonoaldersonAdvanced Keyword Research
• Get all the keywords in the market
• Categorise and classify by everything
• Slice and dice to identify the opportunity
• Get the buy in
• Monitor the results
@jonoaldersonAdvanced Keyword Research
Getting all the keywords
@jonoaldersonAdvanced Keyword Research
“Young Drivers Insurance”
6.6k monthly
searches
@jonoaldersonAdvanced Keyword Research
But what about all of the... [variants, plurals, stems, synonyms, typos]
@jonoaldersonAdvanced Keyword Research
Combine multiple sources.
And then keep going.
@jonoaldersonAdvanced Keyword Research
Step one.
@jonoaldersonAdvanced Keyword Research
Oh. Look.
266 “young drivers insurance” keywords...
@jonoaldersonAdvanced Keyword Research
65k monthly searches
@jonoaldersonAdvanced Keyword Research
£318k media value
@jonoaldersonAdvanced Keyword Research
And the site in #2…
@jonoaldersonAdvanced Keyword Research
13% of market
8k visits per month
£41k media value
@jonoaldersonAdvanced Keyword Research
Hanging off a page with 121
words
…Which has no links
…and no shares
…on a tiny website
@jonoaldersonAdvanced Keyword Research
@jonoaldersonAdvanced Keyword Research
One off?
@jonoaldersonAdvanced Keyword Research
“one day car insurance”
12k
@jonoaldersonAdvanced Keyword Research
But also…
@jonoaldersonAdvanced Keyword Research
“1 day car insurance”
6.6k
@jonoaldersonAdvanced Keyword Research
“day car insurance”
2.4k
@jonoaldersonAdvanced Keyword Research
“car insurance for a day”
1.9k
@jonoaldersonAdvanced Keyword Research
“daily car insurance”
1.6k
@jonoaldersonAdvanced Keyword Research
Etc.
@jonoaldersonAdvanced Keyword Research
71k monthly searches...and the biggest brands have
<10% market share
@jonoaldersonAdvanced Keyword Research
!!!
@jonoaldersonAdvanced Keyword Research
Stop thinking about
individual keywords!
@jonoaldersonAdvanced Keyword Research
Start thinking about…
Topics, intent and need
groups
@jonoaldersonAdvanced Keyword Research
Some of the world’s biggest
brands, doing the most
sophisticated marketing only
track a few thousand keywords
@jonoaldersonAdvanced Keyword Research
But this is only step one.
@jonoaldersonAdvanced Keyword Research
Keyword research isn’t
about stumbling across a
hidden gem; it’s about
already having found and
classified them all, and
tactically picking
opportunities
@jonoaldersonAdvanced Keyword Research
Categorise and classify
everything by everything
@jonoaldersonAdvanced Keyword Research
1. Group by topic
2. Find behavioral clues
3. Add real-world context
@jonoaldersonAdvanced Keyword Research
Horizontal classification
@jonoaldersonAdvanced Keyword Research
What can I infer about
visitor intent?
@jonoaldersonAdvanced Keyword Research
http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
@jonoaldersonAdvanced Keyword Research
http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
@jonoaldersonAdvanced Keyword Research
Where are my
competitors ranking?
…or outranking me?
@jonoaldersonAdvanced Keyword Research
Where am I being
outranked by, say, media
– or highly commercial
content?
@jonoaldersonAdvanced Keyword Research
When is this OK?
@jonoaldersonAdvanced Keyword Research
Where do I have
executional advantage?
@jonoaldersonAdvanced Keyword Research
All of this is quite
resource-intensive.
@jonoaldersonAdvanced Keyword Research
And it’s big
(The mobile phone industry has ~ 150,000
keywords!)
@jonoaldersonAdvanced Keyword Research
@jonoaldersonAdvanced Keyword Research
And it changes…
Keywords, and topics, come and go.
@jonoaldersonAdvanced Keyword Research
You’ve got the 30,000ft view
…but you’ve lost all agility.
@jonoaldersonAdvanced Keyword Research
What if you could make
this MUCH easier?
@jonoaldersonAdvanced Keyword Research
We’ve built a tool!
http://tools.jonoalderson.com/term-tagger/
@jonoaldersonAdvanced Keyword Research
We’ve built a tool!
http://tools.jonoalderson.com/term-tagger/
@jonoaldersonAdvanced Keyword Research
Now eyeball all of it.
@jonoaldersonAdvanced Keyword Research
Export / Import / Pivot
Recombine and assess
@jonoaldersonAdvanced Keyword Research
Identify the opportunity
@jonoaldersonAdvanced Keyword Research
Use SEMrush, Linkdex, or your
favourite platform (and a whole
lot of Excel) to explore.
@jonoaldersonAdvanced Keyword Research
“Phrases relating to our core
strengths, where visitors are early in
their buying cycle, where we don’t
have highly performing content”
Identify gaps which can be easily filled
@jonoaldersonAdvanced Keyword Research
“Topic groups where we’ve got top 10
rankings, where are competitors are
weak, and where consumers are
actively researching with questions”
Use existing strengths to win
consumers
@jonoaldersonAdvanced Keyword Research
“Types of language which indicates
high purchase intent, where we’re
outranked by competitors who don’t
rank for longer-tail queries”
Disrupt/intercept competitor buying
cycles
@jonoaldersonAdvanced Keyword Research
Track & react over time
Refine your understanding of ‘the market’
@jonoaldersonAdvanced Keyword Research
Get the buy-in
@jonoaldersonAdvanced Keyword Research
It’s really easy to improve
performance for a group
of keywords which
everybody else is
ignoring, just by creating
content.
@jonoaldersonAdvanced Keyword Research
Start small, aim big
@jonoaldersonAdvanced Keyword Research
(But aim high enough to
get a result)
@jonoaldersonAdvanced Keyword Research
150 words
0 links
0 likes
ROI ???
@jonoaldersonAdvanced Keyword Research
22 likes
1 comment
0 links
ROI ???
@jonoaldersonAdvanced Keyword Research
Pick an easy win.
Deploy proof-of-concept
tactics for small, un-
competitive niches
@jonoaldersonAdvanced Keyword Research
Define success in terms
of improved intent-
alignment
@jonoaldersonAdvanced Keyword Research
Survey on satisfaction
and task-completion rate
@jonoaldersonAdvanced Keyword Research
Secure more budget and
support to try a small,
commercially valuable
niche
@jonoaldersonAdvanced Keyword Research
Making this strategic
@jonoaldersonAdvanced Keyword Research
@jonoaldersonAdvanced Keyword Research
Process historical
performance
Model to compensate for
seasonality
Normalise outliers
Plan activity to generate results
Predict impactSet targets, get
buy-in
@jonoaldersonAdvanced Keyword Research
@jonoaldersonAdvanced Keyword Research
@jonoaldersonAdvanced Keyword Research
Wrapping up
@jonoaldersonAdvanced Keyword Research
Explore, evaluate and
track more keywords
@jonoaldersonAdvanced Keyword Research
Categorise and classify in
order to start thinking
about topics
@jonoaldersonAdvanced Keyword Research
Identify tactical
opportunities to
demonstrate
effectiveness
@jonoaldersonAdvanced Keyword Research
Build capitalising on
small scale, tactical
opportunities into a wider
strategy
