Keyword Research Tactics and Tools - BrightonSEO 2017
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This document discusses practical keyword research strategies for SEO campaigns. It recommends dividing audiences into those at the top, middle, and bottom of the purchase funnel. For top-of-funnel researchers, it suggests identifying triggers for products/services. For mid-funnel users, it advises auditing existing traffic keywords and finding related terms. For linkers and amplifiers, it recommends targeting journalists. Measurement should include rankings, impressions, clicks, and conversions. Regular reevaluation of the keyword strategy is emphasized.
Keyword Research Tactics and Tools - BrightonSEO 2017
- 1. Stacey MacNaught Tecmark Practical, Tactical Keyword Research for Today’s SEO Campaigns @staceycav http://www.slideshare.net/staceycav
- 2. @staceycav #brightonseo ‘Searching’ doesn’t just look like this anymore.
- 5. @staceycav #brightonseo By 2020, 50% of all searches will be voice search. -Comscore
- 6. @staceycav #brightonseo We own more and more of these…
- 8. @staceycav #brightonseo And “search engines,” are NOT the only search engines.
- 9. @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
- 10. @staceycav #brightonseo However and wherever we search, though, we’re still using keywords
- 11. @staceycav #brightonseo Back to Google though…
- 12. @staceycav #brightonseo Google is now tonnes better at joining the dots for users.
- 13. @staceycav #brightonseo I have a problem.
- 14. @staceycav #brightonseo He’s cute but he has a 3 pairs of socks a day habit.
- 19. @staceycav #brightonseo So, how has this changed how we actually do keyword research?
- 23. @staceycav #brightonseo More keywords generating impressions and clicks in organic search 2017…
- 24. @staceycav #brightonseo More landing pages contributing to organic sales and leads on client sites. 2017…
- 25. @staceycav #brightonseo Organic search contributing more to paid search sales 2017…
- 26. @staceycav #brightonseo Less time for new campaigns to generate organic leads and sales. 2017…
- 27. @staceycav #brightonseo Our approach, tactics and tools
- 28. @staceycav #brightonseo Step away from the tools.
- 29. @staceycav #brightonseo Step away from the tools. (For now)
- 30. @staceycav #brightonseo The output of a tool is limited by the quality of what you put in.
- 31. @staceycav #brightonseo Think beyond driving immediate organic sales.
- 33. @staceycav #brightonseo So, we divide our audience into 3 groups:
- 34. @staceycav #brightonseo Reaching top of the funnel researchers
- 35. @staceycav #brightonseo This is about identifying triggers.
- 36. @staceycav #brightonseo This is about identifying triggers.
- 38. @staceycav #brightonseo This does not happen. Usually
- 41. @staceycav #brightonseo Identify the triggers for your products/services
- 43. @staceycav #brightonseo Keep surveys short, sweet (and incentivised!) https://goo.gl/ipWs3T
- 44. @staceycav #brightonseo Survey your sales and customer service teams
- 45. @staceycav #brightonseo Turn Your Triggers into Keywords
- 53. @staceycav #brightonseo Buzzsumo Question Analyzer
- 54. @staceycav #brightonseo Have realistic expectations of these users.
- 55. @staceycav #brightonseo They won’t buy now. Create remarketing lists.
- 56. @staceycav #brightonseo Reaching mid to bottom of the funnel users
- 57. @staceycav #brightonseo These are all product or service related queries
- 58. @staceycav #brightonseo Indicative of users already “shopping”
- 59. @staceycav #brightonseo Start by auditing keywords that already drive traffic
- 64. @staceycav #brightonseo https://mangools.com/plans?coupon=BrightonSEO
- 65. @staceycav #brightonseo Amazon Questions for Products
- 68. @staceycav #brightonseo Market Leader Reviews for Services
- 69. @staceycav #brightonseo Identify common positive adjectives
- 74. @staceycav #brightonseo Experiment with those adjectives in titles and Adwords ads for CTR
- 75. @staceycav #brightonseo Keyword research for linkers and amplifiers
- 90. @staceycav #brightonseo Search Console Impressions and Clicks
- 91. @staceycav #brightonseo Landing Page Traffic and Conversions
- 95. @staceycav #brightonseo Keyword research isn’t a “one time,” job.
- 96. @staceycav #brightonseo Revisit your strategy regularly.
- 97. @staceycav #brightonseo And look for new opportunities constantly.
Editor's Notes
- #34: Graphic showing the 3 types of visitors: Top of the funnel researchers (awareness) Mid to bottom of the funnel (actively seeking a product) Influencers, linkers and those who can send your message out – journos, bloggers etc
- #36: Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
- #37: Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
- #39: We don’t buy washing machines because we want washing machines. We buy them because: Our old one is broken Our old one is too small We’ve just moved into the first property we have lived in where we need our own Our old one is way too dated Our old one is not energy efficient enough Old one is too noisy
- #40: We don’t buy washing machines because we want washing machines. We buy them because: Our old one is broken Our old one is too small We’ve just moved into the first property we have lived in where we need our own Our old one is way too dated Our old one is not energy efficient enough Old one is too noisy
- #41: We don’t buy life insurance because we just fancy it. Triggers: Just bought a house Just had a baby Just married Partner unable to work suddenly
- #42: Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
- #43: Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
- #44: Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
- #45: Triggers graphic. What is the problem or event that leads to someone researching something to buy or a solution to that problem
- #46: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #47: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #48: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #49: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #50: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #51: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #52: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #53: This is the point it makes sense to start using tools. No sooner. Considerations: you don’t want your content to go too generic. E.g if you’re a life insurance brand looking to get people who are buying a house, starting to offer removals advice might be a bit of a stretch from “life insurance.” On the other hand, house purchasing finance content is relevant. With washing machines, if someone is typing into google “hotpoint ABC1 won’t switch on,” or “washing machine makes banging sound,” those visitors are relevant. Find the keywords, create the content with the help of a washing machine fixer upper person, drive them to your site. Tools: Bloomberry (now part of buzzsumo) App.kwfinder.com Soovle Answerthepublic Revisit data from your customer service/sales team
- #58: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #59: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #60: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #61: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #62: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #63: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #64: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #65: These are people who know they need a product (or want a product) and identifying the path their research takes and turning it into keywords. Split into early and late research eg: Can I get life insurance if I have dangerous hobbies (early query) High risk life insurance for hobbyist scuba diver (later – know the specific type of insurance needed) Life insurance providers covering scuba divers (looking for a provider – late) Short and medium tail product searches >> tools >> keywordtool.io, kwfinder.com, serpstat, scrapers Longer tail research queries >> Back to the same sources that we used above PRODUCTS >> SCRAPING FAQS FROM AMAZON PAGES. SERVICES >> SCRAPE REVIEW SITES AND CREATE WORD CLOUDS TO FIND OUT PEOPLE’S MOST FREQUENT WORDS IN RELATION TO REVIEWS. “RELIABLE,” “TRUSTWORTHY,” “FAST,” FOR EXAMPLE – THESE SHOULD BE WORKED INTO KEYWORD LISTS IMAGE SHOWING HOW WE MAP THESE KEYWORDS TO A FUNNEL
- #87: Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions
- #88: Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions
- #89: Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions
- #90: Rankings (yes, it’s 2017 and I’m checking rankings) checkers tools. Search Console data Landing page conversion rates Assisted conversions