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What do people really search for? How to tackle unclear keyword research topics

When you’re researching topics that are vague or hard to understand, the key is to uncover search intent in the data and to seek out a topic expert in the field.

Join this presentation for pro tips on uncovering intent and relevance hidden in your search data and in the minds of the people behind the scenes.

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What do people really search for? How to tackle unclear keyword research topics

  1. 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by What do people really search for? Marten Lazarus Strategic Digital Advisor in Client Success Management UK at Searchmetrics Digital Marketing Priorities 2020 brought to you by Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights
  2. 2. 2 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Before we start… housekeeping • Slides will be available via Smart Insights Slideshare, or you can download them from the BrightTalk page. • Do ask questions at any point via the chat function - we’ll respond either at the end of the show or afterwards via email. #DigitalPerformance
  3. 3. What Do People Really Search For? Ensuring Search Intent Is A Core Consideration July 2020
  4. 4. 5 Marten Lazarus Strategic Digital Advisor – Searchmetrics UK 13 Years In SEO Wide Range Of Clients Worked With : From Household Names to SME’s And Everything In Between. Who I Am
  5. 5. 6 Agenda Importance of grouping keywords and topics Understanding Search Intent Asking the right questions to the business Example: Using Search Intent to get actionable insights Turning our research into actions Q&A 4 5 6 1 2 3
  6. 6. Importance Of Keyword Grouping
  7. 7. 8 Importance Of Grouping Keywords • A single keyword on its own is no longer a viable target to optimise for or report on. • A single webpage can rank for hundreds or even thousands of keywords. • Put keywords into groups and map these groups of keywords to the various pages on our website, creating new content where no existing page can be mapped towards. • If the search intent veers away from the intended focus, then content should be split out into standalone pieces. RELEVANCE IS KEY! How we do it at Searchmetrics >
  8. 8. Search Intent − What does the visitor really want to see?
  9. 9. 10 Search Intent : The Funnel Awareness Interest Desire £££
  10. 10. 11 Search Intent : The Funnel Informational Navigational Transactional £££
  11. 11. 12 Search Intent : The Funnel INFORMATIONAL TRANSACTIONAL NAGIVATIONAL EQUIVOCAL User is at the top of the funnel and is looking for more information before making a decision, e.g. ‘laptop’ User is a bit further down the funnel after doing their research and is now ready to buy, e.g. ‘touch screen hp laptop’ User is aware of the brand and wants to go directly to the website, e.g. ‘john lewis’ Users who’s search intent is still unclear or ambiguous, e.g. ‘laptop tablet’ could be both informational and transactional
  12. 12. Asking The Right Questions − Asking the business or your client the right questions
  13. 13. 14 Asking The Right Questions If your client/stakeholder might only know very broad topics that they want to rank for then find a topic expert. If you can’t find one then try: • Which other product pages are viewed before the purchase of a product? • Does your analytics show a disproportionate amount of visitors reading your FAQ pages? • Which websites currently refer the most visitors to your site?
  14. 14. Using Search Intent To Find Actionable Insights − Joining topics and thinking outside of the box
  15. 15. 16 • What does my audience want to buy? • Longtail is your friend, but it does not mean you have to start there. • Assume users will only skim your content and design accordingly. Sometimes it’s better to split out content into new pages if you’re not able to properly cover the topic when it’s sitting inside a much broader one. Using Search Intent With Longtail Keywords
  16. 16. 17 Our example business is a fairly new eCommerce Website that sells weights and training equipment. • The website sells strength training equipment such as kettlebells. • The keywords ‘kettlebell’ or ‘buy kettlebell’ are very competitive and the SERPs are filled with advertisements. Using Search Intent With Longtail Keywords
  17. 17. 18 Google broadly understands this search to be Transactional, but our example business is just starting out so should they just optimise for this keyword? We should dive deeper into the data and also our target consumer and what they want, are interested in and are trying to achieve with their search. Using Search Intent With Longtail Keywords
  18. 18. 19 • Broaden out into the longtail and we can find smaller niches to pay attention to when selecting our groups of keywords and deciding on how to optimise our existing pages or where we will need to create new content. Using Search Intent With Longtail Keywords
  19. 19. 20 Good starting point but too generic on it’s own! Filter down into more specific areas of intent. ‘Best’, ‘workout’ and ‘exercises’ are all largely informational and require either an article or guide on the topic or in the case of ‘best’ the user is wanting a comparison or review or what’s available to help them decide.
  20. 20. 21 INFORMATIONAL Using Search Intent With Longtail Keywords
  21. 21. 22 Using Search Intent With Longtail Keywords • Broaden out into the longtail and we can find smaller niches to pay attention to when selecting our groups of keywords and how we’re going to decide on optimising our existing page and where we will need to create new content. • If starting with a very niche topic then reverse the process until you have broader topics, then use Search Intent as a guide for topic selection, paying attention to opportunities such as SERPs with images, videos or featured snippets (or whichever are the most relevant to your industry).
  22. 22. Turning Our Research Into Actions − Building A Strong Foundation
  23. 23. 24 Turning Research Into Action •KW Research •Explore Topics •Search Intent Research •Map Keywords And Topics To The Website •Identify Gaps And Add These To The Content Plan Map •Update Existing Content •Publish New Content •Measure And Report On Results Publish
  24. 24. 25 “ Marten Lazarus www.searchmetrics.com Questions?
  25. 25. THANK YOU ☺

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