SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn't Better

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Traditional keyword research has been a numbers game, but as SEO evolves, more is no longer better. SEO in 2020 will require deep keyword insight, including understanding brand influence, search intent, synonyms, and content. Findings from enterprise case studies suggest better ways to approach keyword research at scale.

Presentations & Public Speaking

ScalingKeywordResearch:
More Isn’t Better

217 Misspellings of “John Lewis”
peter@moz.com @dr_pete
 Jon Lewis
 John Lews
 John Lewiss
 John Lewsi
 Jhon Lweis
 Hjohjblewis

217 Misspellings of “John Lewis”
peter@moz.com @dr_pete
 Jon Lewis
? John Lews
? John Lewiss
? John Lewsi
X Jhon Lweis
X Hjohjblewis

What About Common Misspellings?
? Earings
? Kingsize bedding
? Dyson hairdryer
? Tumble driers
? Womens watch
? Expanding dining table
peter@moz.com @dr_pete

What About Common Misspellings?
 Earrings
 King_size bedding
 Dyson hair_dryer
 Tumble dryers
 Women’s watch
 Extending dining table
peter@moz.com @dr_pete

What About Very Similar Phrases?
? Wooden toy for 1 year old
? Wooden toys for 1 year old
? Wooden toys for 1 year olds
peter@moz.com @dr_pete
? iPad 128GB 2018
? iPad 2018 128GB
? 2018 iPad 128GB

Longer Phrases Can Spin Up Fast (#1)
? Leather mens wallet
? Leather wallet men
? Leather wallet mens
? Leather wallets men
? Men leather wallet
? Men leather wallets
peter@moz.com @dr_pete

Longer Phrases Can Spin Up Fast (#2)
? Mens leather wallet
? Mens leather wallets
? Mens wallet leather
? Mens wallets leather
? Wallet mens leather
? Wallets leather mens
peter@moz.com @dr_pete

Here’s Where Volume Comes in Handy
peter@moz.com @dr_pete
 Mens leather wallet (2,301)
? Mens leather wallets (1,276)
? Leather mens wallet (351)
? Men leather wallets (151)
? Leather wallet mens (76)
? Mens wallet leather (76)

$cKey1 = "iPads 128GB 2018";
$cKey1 = strtolower($cKey1);
$aKeys = explode(" ", $cKey1);
foreach ($aKeys as &$cKey)
$cKey = rtrim($cKey, "s");
sort($aKeys);
$cKey2 = implode(" ", $aKeys);

Ex. Keyphrases with High Similarity
 Wooden toy for 1 year old
 Wooden toys for 1 year old
 Wooden toys for 1 year olds
 iPad 128GB 2018
 iPad 2018 128GB
 2018 iPad 128GB
peter@moz.com @dr_pete

Keyphrases After Simple Grouping
 1 for old toy wooden year
 1 for old toy wooden year
 1 for old toy wooden year
 128gb 2018 ipad
 128gb 2018 ipad
 128gb 2018 ipad
peter@moz.com @dr_pete

What Are We Missing Out On?
 Link Explorer
 Open Site Explorer
 The Beginners Guide to SEO
 Title Meta Tag length
 Ahrefs Link Intersect (#2)
 Distilled U (#2)
peter@moz.com @dr_pete

Big Brands May Be Missing Even More
 JLP Leicester
 JL ready made curtains
 Peter Jones Sloane Square
 Peter Jones London
 Peter Jones beds
 Kin men’s shirts
peter@moz.com @dr_pete

Use URL Filters to Target Your Research
 Google updates
 Google changes
 Google algorithm update
 Google algorithm names
 Latest Google update 2018
 Panda and Penguin
peter@moz.com @dr_pete

Targeted Research Drives Campaigns
 John Lewis Christmas advert
 Gold Christmas decorations
 Christmas cards
 Christmas tableware
 Stocking fillers for her
 Orange baubles
peter@moz.com @dr_pete

peter@moz.com @dr_pete
2. Filter Out The Noise

peter@moz.com @dr_pete
3. Target Intent Tactically

peter@moz.com @dr_pete
4. Know Your Audience

Any more questions?
Contact: peter@moz.com
peter@moz.com @dr_pete

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