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Keyword Research: The Secret Expert Techniques You Need to Know


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With the changes at Google where search volumes are removed, what is the best way to do keyword research. This conference talk went through some easy and some expert-level tips and tricks around how to do keyword research including a secret complex technique on how to map keywords onto a graph however the slides don't give the detail - you had to be at DigitalZone 16 in Istanbul.

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Keyword Research: The Secret Expert Techniques You Need to Know

  1. 1. @JudithLewis Keyword Research: The Secret Expert Techniques You Need to Know @JudithLewis
  2. 2. @JudithLewis
  3. 3. @JudithLewis ➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated marketing campaigns - working with bloggers for link building ➡ Got on the Internet in 1986 at my school lab ➡ Working online with search since 1996 ➡ Worked in-house within e-Commerce, Publishing & High Tech ➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Family Search, Amadeus, AMD, AmEx, TotalJobs,, Virgin Startup, Zopa, Inspire Malibu & more ➡ Chosen as a founding Modern Muse, contributed to book “Pimp My Site”, judge of the UK, US & European Search Awards, one of the SEO Chicks, blog on Huffington Post & run food blog AM I WhoObligatory slide ! Judith Lewis
  4. 4. @JudithLewis
  5. 5. @JudithLewis I give chocolate for *relevant* questions
  6. 6. @JudithLewis Keyword Research
  7. 7. @JudithLewis Keyword research is never a direct route from start to finish – it is often a twisting journey
  8. 8. @JudithLewis Keyword Research Checklist Research your own products Look at the competition Answer Questions Use several tools Verify everything using data CHEAT
  9. 9. @JudithLewis Focus on TOPICS not Keywords RankBrain & Humans mean we need to optimize differently
  10. 10. @JudithLewis 10 @JudithLewis @MostlyAboutChoc Research Your Own Products
  11. 11. @JudithLewis Research Your Own Products Understand what people call your product normally Find ways that people describe what you are selling Check AdWords keyword tool to see what people search for related to your procuct Make sure you understand all ways people refer to your product
  12. 12. @JudithLewis Look at the Competition
  13. 13. @JudithLewis Research Your Competitors Look at their tactics Steal their ideas Do your research Improve on what they are doing Understand your audience Become the thought leader in your space
  14. 14. @JudithLewis Understand the Questions
  15. 15. @JudithLewis Within the keyword research should be a number of keywords which are actually questions people ask Google in volume such as: best speakers for live band best sound system for restaurant best waterproof speakers best outdoor speaker best line array speakers best pa speakers best cinema sound system By helping people through answering this question or perhaps even redefining the question, visitors and awareness will increase. Fulfil a Need or Answer a Question
  16. 16. @JudithLewis Answer The Public .com
  17. 17. @JudithLewis
  18. 18. @JudithLewis Search Intent
  19. 19. @JudithLewis Lists Do Well and Numbers Sell Lists and numbers help to inspire clicks and reads (as well as shares). Make this more “Friday afternoon” content which will achieve better shares when people prepare to wind down (or in media, Thursday morning…) Create less focused, more highly sharable and linkable content, utilising lists like “top 10 chocolate bvrands” or “Over 50% of people prefer dark chocolate but the real reason why will surprise you…”
  20. 20. @JudithLewis Use Several Tools
  21. 21. @JudithLewis Some Keyword Spinning Tools tool/ suggestion-tool ordPlanner/Home
  22. 22. @JudithLewis
  23. 23. @JudithLewis Google Trends Helps Identify Stories of the Moment
  24. 24. @JudithLewis As Well as Overall Seasonal Trends
  25. 25. @JudithLewis Google Adwords Tool/Planner | 25
  26. 26. @JudithLewis Google Adwords Tool/Planner
  27. 27. @JudithLewis Verify Using Data
  28. 28. @JudithLewis Google now recommends phrases as enhancements or extensions to the search someone does. This is a valuable area to target as these are the suggestions Google is offering. Always do original research as well. The below is an example of what is possible with keyword research. Some target keywords include: life expectancy with congestive heart failure aha heart failure guidelines end stage heart failure life expectancy virus that causes heart failure Possible alternative health targets: juicing for congestive heart failure vitamins for heart failure yoga for congestive heart failure Keyword Research
  29. 29. @JudithLewis CHEAT
  30. 30. @JudithLewis SEMRush SEMRush Paid tool See what your competitors are ranking for i.e. what does <that blogger I’m envious of> rank for *really*? Is that blogger *really* getting all that traffic? Add to seed keyword list for your keyword research – I mean, why not? Competitive insight if, you know, you have a business or something but mainly I’m just nosey!
  31. 31. @JudithLewis
  32. 32. @JudithLewis
  33. 33. @JudithLewis SEMRush
  34. 34. @JudithLewis SEMRush
  35. 35. @JudithLewis
  36. 36. @JudithLewis You Can Stalk Me Online Twitter: @JudithLewis @MostlyAboutChoc LinkedIn: Google+: Web: Blog: SEO Blog: HuffPost: ...and the list goes on
  37. 37. @JudithLewis THANK YOU FOR YOUR TIME 37