The document outlines 5 practical methods for getting keyword ideas from competitors:
1) Extract text from top ranking pages for a query and analyze the most common words
2) Compare word usage between top pages and your own page to find gaps
3) Translate a competitor's page to different languages and back to find new words
4) Analyze related search suggestions and categorizations on image search
5) Generate word clouds from a competitor's Twitter feed or Pinterest search results
The document emphasizes understanding searchers' intent through keyword research and avoiding the "curse of knowledge" in communications.
3 Practical Ways to Get Keyword Ideas from Competitors
1. Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword
insight from your
competitors
2. Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword
insight from your
competitors
Six Hacky
16. Is the search query on the page and
does deserve to rank?
Old Model
@kelvinnewman
17. Does it contain the search query and
phrases used be other pages that rank
for the term and does deserve to rank?
New Model
@kelvinnewman
18. Nearly always better to call them
search queries rather than keywords.
An aside
@kelvinnewman
*Reminds you the searchers is ultimately asking
a question.
37. The output will be similar but the subtle differences have value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying
all the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman
58. They saw a game
Hastorf, A. H., & Cantril, H.
(1954)
The Journal of Abnormal and Social Psychology
@kelvinnewman
59. The curse of knowledge is
a cognitive bias that occurs
when an individual,
communicating with other
individuals, unknowingly
assumes that the others have
the background to understand
@kelvinnewman
60. @kelvinnewman
To do better SEO, often you
don’t need to reinvent the
wheel, just do a few things a
little better than you used to