9. Free Tools for Keyword
Research
– Webmaster Tools
• search traffic- top queries
– Google Analytics
• acquisition- keywords
– Internal Site Search
@pearl_higgins
• if enabled
– Google Autocomplete
• for variations on a keyword
– Uber Suggest
• http://ubersuggest.org/, and others like it
– Google Ad Tool
• suggested queries
10. Paid Tools for Keyword
Research
– SearchMetrics
– Spyfu
@pearl_higgins
23. Take all that new keyword data and
begin grouping and analyzing.
@pearl_higgins
24. Bucket keywords for user intent
@pearl_higgins
Is the keyword:
– Transactional? Buy snack box subscription
– Navigational? Graze or nature box
– Informational? Healthy snack options
25. This will yield a list of keywords
with search volume, type of search,
and existing content. This is the the
starting point for your content
strategy.
@pearl_higgins
35. Need state:
A way of understand the topology
of the market, and the driving
needs that determine brand choice
in a particular market.
@pearl_higgins
37. Different need states lend
themselves to different content
types
Snacks
Healthy Snack Options
Snack Delivery
Buy Snack
Subscription
Snack of the
month club
perks
@pearl_higgins
38. After identifying pages to be
improved or created, identify what
type of content you are creating to
meet the need state of the keyword
targeted on that page.
@pearl_higgins
39. @pearl_higgins
Process:
What is the keyword intent/need state?
What kind of content would support that?
What does that look like?
*Food Gifts*
40. For Example:
Familiarity- Healthy Snack Options:
– Articles on healthy sweet and savory snacks
– Video tutorials on preparing healthy snacks
– Food pyramid and nutritional serving
illustrations
– Resources for how to meal plan, and
incorporate snacks into a day to day menu
plan
– Expert nutritionist interviews about snacks,
food, and making time to exercise.
@pearl_higgins
42. Now that you have all that data, try
to forget it at least a little bit, and
think about the user.
@pearl_higgins
43. What types of content are most
shared:
@pearl_higgins
44. Think beyond the blog post
– Tutorials: illustrated, video, step-by-step, etc.
– Interviews: with experts, customers, etc.
– Resources: lists of related industry vendors,
upcoming events, tools, etc.
– Guides: buying guides, care guides, gift
guides, etc.
– Interactive Pieces: quizzes, guides,
resources, contests, etc.
– Photo Series: behind the scenes, upcoming
work, employee spotlights, etc.
@pearl_higgins
58. For the love of dog, please don’t automate
your outreach programs.
@pearl_higgins
59. Don’t discount the possibility of paid
promotion for boosting good content
@pearl_higgins
60. @pearl_higgins
Takeaways:
– Give yourself a solid base for any strategy by
really doing your keyword research.
– The more competitive analysis you can do,
the easier finding the gaps in the market and
your own content will be.
– A need state analysis will be the framework
for how you build your content.
– Think beyond the blog post.
– Promote as an individual.
Digital Marketing Agency Located in Troy, NY Specializing in:
Search Engine Optimization
Content Strategy & Audits
Organic link development
Online Reputation Management
Lots of content out there- traditional media,
But now brands too- leveraging content for marketing purposes
How do you wade into those waters
It is not an isolated tactic, it is a component of a full strategy
MA
Keyword data is everywhere even in the age of “not-provided.”
It can seem overwhelming.
Naturebox as an example.
Interesting to note- cancel is on the top
In Spyfu- Export organic SEO keywords for each of your competitors.
With those spreadsheets, eliminate branded terms.
Add in a column for source- ad in competitor name and tool.
Add it all into on sheet.
Insert-pivot table
Create a pivot table
Filter by descending count
Set a threshold
25 at a time
These are Mouth keywords that Naturebox is not currently ranking for, but that might make sense for them.
This is a new column in your spreadsheet.
If existing content ranks for the keyword phrase- drop that URL into the spreadsheet.
Screaming Frog-
Or Xenu
Awareness or Familiarity
If you are targeting users in the familiarity need state, for something like healthy snack options.
