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The Keyword Research Process That Generated 1.6 Million Impressions In 6 Months - Bristol SEO Meetup - 26th March 2019

All of the slides from my recent talk at the Bristol SEO Meetup covering the keyword research process I've developed over the last 18 months that's proven to help clients gain additional traffic, highlight content gaps and identify competitors ranking terms.

The Keyword Research Process That Generated 1.6 Million Impressions In 6 Months - Bristol SEO Meetup - 26th March 2019

  1. 1. @seodanbrooks @airadigital @seodanbrook s
  2. 2. @seodanbrooks @airadigital I’m an SEO Executive for Aira.
  3. 3. @seodanbrooks @airadigital I love doing keyword research.
  4. 4. @seodanbrooks @airadigital Here are some of my favourites…
  5. 5. @seodanbrooks @airadigital “will bananas kill me”
  6. 6. @seodanbrooks @airadigital “how do i improve my lovelife”
  7. 7. @seodanbrooks @airadigital and my personal favourite to date…
  8. 8. @seodanbrooks @airadigital “my balls are saggy”
  9. 9. @seodanbrooks @airadigital I’ve done a lot of research for clients.
  10. 10. @seodanbrooks @airadigital And I do this pretty much every day.
  11. 11. @seodanbrooks @airadigital And that’s OK.
  12. 12. @seodanbrooks @airadigital I love a spreadsheet!
  13. 13. @seodanbrooks @airadigital So will you.
  14. 14. @seodanbrooks @airadigital What are you going to get from this talk?
  15. 15. @seodanbrooks @airadigital Results...
  16. 16. @seodanbrooks @airadigital A keyword research process that will...
  17. 17. @seodanbrooks @airadigital Identify competitors ranking terms...
  18. 18. @seodanbrooks @airadigital Identify competitors ranking terms, Highlight content gaps you didn’t know you had...
  19. 19. @seodanbrooks @airadigital Identify competitors ranking terms, Highlight content gaps, Increase the number of impressions...
  20. 20. @seodanbrooks @airadigital Identify competitors ranking terms, Highlight content gaps, Increase the number of impressions, Drive people to your content.
  21. 21. @seodanbrooks @airadigital It works...
  22. 22. @seodanbrooks @airadigital
  23. 23. @seodanbrooks @airadigital I have a problem... Here are some solutions... I’m ready to take action...
  24. 24. @seodanbrooks @airadigital “I Need To Lose Weight” “Why Do I Have A Beer Belly” “Lose Beer Belly” “Best Weight Loss Products” “Compare Rowing Machines” “Safest Diets To Lose Weight” “Cheap Gym Membership” “Buy A Rowing Machine” “Order Fat Free Snacks Online”
  25. 25. @seodanbrooks @airadigital Step 1: Creating a research document
  26. 26. @seodanbrooks @airadigital
  27. 27. @seodanbrooks @airadigital
  28. 28. @seodanbrooks @airadigital What data do we want to review?
  29. 29. @seodanbrooks @airadigital Keyword
  30. 30. @seodanbrooks @airadigital
  31. 31. @seodanbrooks @airadigital Stage Of Buyers Journey Awareness? Consideration? Decision?
  32. 32. @seodanbrooks @airadigital
  33. 33. @seodanbrooks @airadigital Keyword Type Cluster? Pillar? Target?
  34. 34. @seodanbrooks @airadigital
  35. 35. @seodanbrooks @airadigital Secondary Keywords
  36. 36. @seodanbrooks @airadigital
  37. 37. @seodanbrooks @airadigital Search Volume
  38. 38. @seodanbrooks @airadigital
  39. 39. @seodanbrooks @airadigital Estimated CPC If you’re looking for keywords to bid on.
  40. 40. @seodanbrooks @airadigital
  41. 41. @seodanbrooks @airadigital Competition %
  42. 42. @seodanbrooks @airadigital
  43. 43. @seodanbrooks @airadigital Any Additional Metrics
  44. 44. @seodanbrooks @airadigital
  45. 45. @seodanbrooks @airadigital @RateMyBanana
  46. 46. @seodanbrooks @airadigital Download my keyword research template here: aira.net/bristol-seo
  47. 47. @seodanbrooks @airadigital Step 2: Gather your ‘seed’ keywords
  48. 48. @seodanbrooks @airadigital How ?
  49. 49. @seodanbrooks @airadigital Start by brainstorming ideas
  50. 50. @seodanbrooks @airadigital Analyse the website
  51. 51. @seodanbrooks @airadigital Speak to your client or sales team
  52. 52. @seodanbrooks @airadigital Step 3: Identify your competitors ranking keywords
  53. 53. @seodanbrooks @airadigital https://moz.com/explorer ● Free & Paid Options ● Competitors Ranking Terms ● New Keyword Recommendations
  54. 54. @seodanbrooks @airadigital 1. Create a new ‘keyword list’
  55. 55. @seodanbrooks @airadigital 2. Name your list and adjust the location
  56. 56. @seodanbrooks @airadigital 3. Add your URL and start a search
  57. 57. @seodanbrooks @airadigital 4. Add your competitors URLs
  58. 58. @seodanbrooks @airadigital 5. Compare the keywords
  59. 59. @seodanbrooks @airadigital 6. Add any relevant keywords to your list & export
  60. 60. @seodanbrooks @airadigital Other tools you could use for this
  61. 61. @seodanbrooks @airadigital Step 4: Identify your converting keywords
  62. 62. @seodanbrooks @airadigital Head over to Google Analytics
  63. 63. @seodanbrooks @airadigital Acquisition > Google Ads > Search Queries
  64. 64. @seodanbrooks @airadigital Adjust the date range, select & sort goals before applying weighted sort Change from Default to Weighted Select ‘All Goals’ or a specific goal to gather queries for https://support.google.com/analytics/answer/1042020?hl=en
  65. 65. @seodanbrooks @airadigital Select the keywords you want and export
  66. 66. @seodanbrooks @airadigital Quick Recap
  67. 67. @seodanbrooks @airadigital You’ve created a research document
  68. 68. @seodanbrooks @airadigital You’ve produced a ‘seed’ keyword list
  69. 69. @seodanbrooks @airadigital You’ve stolen borrowed your competitors ranking keywords
  70. 70. @seodanbrooks @airadigital You’ve highlighted your converting queries
  71. 71. @seodanbrooks @airadigital Step 5: Use research tools to find more ideas
  72. 72. @seodanbrooks @airadigital https://moz.com/explorer ● Free & Paid Options ● Competitors Ranking Terms ● New Keyword Recommendations
  73. 73. @seodanbrooks @airadigital Create a new keyword list or add to one
  74. 74. @seodanbrooks @airadigital Use a ‘seed’ keyword to get recommendations
  75. 75. @seodanbrooks @airadigital Filter the recommendations
  76. 76. @seodanbrooks @airadigital Try to find question keywords
  77. 77. @seodanbrooks @airadigital Why?
  78. 78. @seodanbrooks @airadigital Add the keywords to your preferred list and export
  79. 79. @seodanbrooks @airadigital Other tools?
  80. 80. @seodanbrooks @airadigital Website: https://www.semrush.com/features/keyword-magic-tool/ Cost: Free & Paid Good For: Grouping keywords & identifying featured snippet opportunities
  81. 81. @seodanbrooks @airadigital Website: https://www.infinitesuggest.com/ Cost: Free Good For: Finding Google Auto Suggest keywords
  82. 82. @seodanbrooks @airadigital Website: https://answerthepublic.com/ Cost: Free Good For: Finding question keywords
  83. 83. @seodanbrooks @airadigital Step 6: Populating your research document
  84. 84. @seodanbrooks @airadigital Add in your keywords & metrics
  85. 85. @seodanbrooks @airadigital Think of the buyer’s journey when labelling with intent and keyword type
  86. 86. @seodanbrooks @airadigital Start prioritising
  87. 87. @seodanbrooks @airadigital
  88. 88. @seodanbrooks @airadigital Not quite…
  89. 89. @seodanbrooks @airadigital Step 7: Start mapping out your research
  90. 90. @seodanbrooks @airadigital List Indexable URLs Map Keywords To Internal Linking Screaming Frog Titles Blog Posts Sitebulb Descriptions Resources/Pillar Pages DeepCrawl Headings Booking Forms/Products Consider Internal Linking Keyword mapping fundamentals
  91. 91. @seodanbrooks @airadigital Keyword mapping example
  92. 92. @seodanbrooks @airadigital Step 8: Implement your research & mapping
  93. 93. @seodanbrooks @airadigital Step 9: Track & monitor the impact
  94. 94. @seodanbrooks @airadigital Here’s the results of this process
  95. 95. @seodanbrooks @airadigital Takeaways For You
  96. 96. @seodanbrooks @airadigital Takeaways 1. Get a research document - aira.net/bristol-seo
  97. 97. @seodanbrooks @airadigital Takeaways 1. Get a research document - aira.net/bristol-seo 2. Identify competitors ranking terms
  98. 98. @seodanbrooks @airadigital Takeaways 1. Get a research document - aira.net/bristol-seo 2. Identify competitors ranking terms 3. Grab your converting terms
  99. 99. @seodanbrooks @airadigital Takeaways 1. Get a research document - aira.net/bristol-seo 2. Identify competitors ranking terms 3. Grab your converting terms 4. Avoid tunnel vision
  100. 100. @seodanbrooks @airadigital Takeaways 1. Get a research document - aira.net/bristol-seo 2. Identify competitors ranking terms 3. Grab your converting terms 4. Avoid tunnel vision 5. Implement and track the impact
  101. 101. @seodanbrooks @airadigital Thank You! @seodanbrooks @airadigital

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