Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ditch the Keyword Based Content Strategy

Developments by Google from the Panda update in 2011 to the rollout of RankBrain and recent changes in the Adwords Keyword Planner...the writing's on the wall - it’s time SEOs have a new strategy for content.

Going after single keywords based on search volume is a strategy only the big brands can achieve, and even they are having difficulties with that approach nowadays. Whether you work for a big brand or a local startup, SEOs need strategies and tools to handle the advancements of Google and create great content.

In this presentation, Nicole Hess shares the tools and processes that she and the team at her agency, Greenlane Search Marketing, use to research topics, search intent and semantics.

Covered are the main steps to their processes, examples, and a Greenlane custom tool that has cut our research time by 375% (no joke, you’ll see!).

Specifically included are:
1. Intro and status check on SEO research: What are you really trying to find?
2. Think Outside the Keyword Box: Creative brainstorming.
3. Topics: Getting data behind topics and the keywords that fuel them.
4. Know your competition: Defining the topics your competitors are strong at.
5. Search intent discovery: From purchases to research and comparison, identify what content the searcher wants to find.

  • Be the first to comment

Ditch the Keyword Based Content Strategy

  1. 1. Ditch the Keyword Based Content Strategy Topics, Search Intent, and Users!
  2. 2. Nicole Hess Director of Strategy Greenlane Search Marketing Demographic Research Digital Marketing SEO Co-organizer, Content Strategy Philly Meetup Digital Marketing Office Hours University of Arts, Philadelphia @nicolecherieh
  3. 3. What We’re Covering ➔Faults of Traditional Keyword Strategies ➔How To: Find Topics (New and Competitor) ➔How To: Uncover Search Intent ➔How To: Other Data for SEO Content ➔Resources
  4. 4. But first, you.
  5. 5. Good Riddance Keyword Planner @maddiegoodie
  6. 6. Why do You use Keyword Planner? Use of Google’s Keyword Planner 9/10 respondents said “search volume” was primary use of Google’s Keyword Planner.
  7. 7. The devil is in the details ^ keyword
  8. 8. 70% of all searches are for long-tail keywords.
  9. 9. @aaronfriedman 70% of all searches are for long-tail keywords. skirts skirts with pockets cheap skirts long skirts with pockets pleated skirts with pockets cotton pleated skirts with pockets
  10. 10. Topics Rule the SERPs ● 2 of the top 5 didn’t include “infant” in any content (onpage or metadata) ● 3 of the top 5 didn’t include “infant” in metadata # of instances of “infant” in page copy
  11. 11. Scenario 1. Our site offers products tailored to specific dog breeds. We didn’t have content for different dog breeds and how our products relate to them. #topicsnotkeywords
  12. 12. Use Google Suggest Find out what people are searching for about their breeds But how long will it take to find all Google suggests?
  13. 13. Visualizes Google suggestions by question words. Answerthepublic.com
  14. 14. Google Suggestions by prepositions. Use the tool to get MSV data.
  15. 15. Map the topic opportunities to # of keywords and monthly search volume.
  16. 16. Action: - Aggregate topics and search volume per breed - Develop per breed outline of the topics to cover and in what order
  17. 17. Don’t leave 70% of potential searches untapped. Do topic based research to uncover these long-tail keywords.
  18. 18. Scenario 2. Need new content for a client who already has half a million pieces of content. They knew competitor sites ranked above them for a lot of keywords. How to find them all? And deliver actionable writing prompts? #topicsnotkeywords
  19. 19. 80 / 20 Rule 20% of your content likely drives 80% of engagement. Probably even less than 20%, like these 3 clients: Analysis of 3 client’s content and organic traffic patterns.
  20. 20. “The quality of your content has an exponentially greater impact than quantity.” @janessalantz
  21. 21. Find Competitor Keywords Topics
  22. 22. SEMrush Domain vs. Domain analysis Oldsckullskateboards ranks for 5,705 keywords that Zumiez doesn’t. But what to write about?
  23. 23. Raw Competitor Ranking Data Sorting the data, we’ve found some keyword themes. How can we aggregate all the topics together?
  24. 24. Topic Opportunity Finder Automates finding ranking topics of competitors by providing: Competitor ranking topic Total search volume for topic Best ranking competitor URL for topic Keywords competition ranks for Search volume by keyword Ranking URL @seanmalseed
  25. 25. How to use 1. Make a copy 2. Export competitor rankings from SEMrush (yes, one by one) 3. Paste into worksheet 4. Input API key 5. Wait. 6. Enjoy! Topic Opportunity Finder (Link)
  26. 26. 581,000 monthly searches We identified 4 topics representing over 600 keywords and 581,000 monthly searches.
  27. 27. Onpage Optimization Template
  28. 28. Target topics not keywords. Find out the variations people are searching for.
  29. 29. Scenario 3. Page moved from pos. 1 to 3 for the targeted head term. And stayed there for a year. This caused the company to lose a lot of $$$ in revenue. We helped them get back to #1. #searchintent
  30. 30. Search Intent Top 5 results for “plan trip with infant” ● 2 of the top 5 didn’t include “infant” in any content (onpage or metadata) ● Only 2 of the top 5 included “infant” in metadata
  31. 31. Search Intent Top results for “childcare” ● Day care centers local results ● Day care center PPC ● Only 1 result for a page about “child care” without meaning “day care”
  32. 32. How to Identify Search Intent 1. Look at the SERPs for specific and different intents 2. Find the long-tail keywords that align to the intent E.g. “buy dress with pockets” vs “reviews of dresses with pockets” vs “cheap designer dresses” 3. If trying to outrank competitor, see what long-tail intent keywords your competitor’s target page(s) rank for. 4. Compare competitor long-tail intent keywords to your own
  33. 33. SEMrush Competitor Long-Tail Intent Keywords
  34. 34. Search Intent Tables in Google Sheets
  35. 35. How to Identify Search Intent 1. Look at the SERPs for specific and different intents 2. Find the long-tail keywords that align to the intent E.g. “buy dress with pockets” vs “reviews of dresses with pockets” vs “cheap designer dresses” 3. If trying to outrank competitor, see what long-tail intent keywords your competitor’s target page(s) rank for. 4. Compare competitor long-tail intent keywords to your own
  36. 36. Compare Our Site to Competition Both competitors rank for nearly double the search volume for "buy" related searches. We overperformed for “reviews” - a search intent more for information than purchasing. Us Ranking #1 Ranking #2 All Related Pages
  37. 37. Optimization Plan Reviewed competitor content and intent keywords used Changed the order of copy on page to showcase buying information before additional reviews. Included “buy” in H2 and first paragraph of content.
  38. 38. #1 Target keyword moved up from position 3 to position 1 within 2 months, after 1 year of its drop to position 3.
  39. 39. Google is matching head-term searches to intent. Use long-tail keywords to discover different search intent.
  40. 40. Other Data Sources
  41. 41. Adwords + Search Console Connect the Accounts Get the Data
  42. 42. Mapping PPC to Organic Rankings Steps: 1. Review successful PPC keywords 2. Identify relevant organic keyword 3. Note if organic keyword ranks 4. Note if organic landing page for keyword has conversions
  43. 43. SEO from PPC Data Noted if organic keyword ranked Identified other relevant organic keywords Identified content that the keyword relates to Optimized page + conversion element
  44. 44. 70% 70% increase in conversions for targeted service “cookie delivery”
  45. 45. Don’t let PPC data go to waste. Find out how your target keywords perform ($) and find other opportunities you hadn’t considered.
  46. 46. More Data? Yes.
  47. 47. Your Audience 1.Who is your audience for the particular thing you are promoting? 2.Who are the extremes in the audience? 1.What are the needs (not wants) of the audience?
  48. 48. Brand to Audience Survey http://www.greenlaneseo.com/ blog/2016/08/write-content- clients-voice/
  49. 49. Ask Them What They Need
  50. 50. 12% 12% lift in on-site leads YoY
  51. 51. Listen to your audience. Really listen. Create the content + experience they need.
  52. 52. 1 Min Wrap-Up
  53. 53. See. Learn. Do. Don’t be the generic yet widely familiar SEO guy. See what other’s are doing. Learn why it worked for them. Do your own strategy based on your client’s needs.
  54. 54. It’s time we move past simple keyword research. We can research topics and search intent.
  55. 55. Resources ➔ Good Riddance Keyword Planner ➔ Answer the Public ➔ Keywords Everywhere ➔ SEMrush Keyword Magic (Beta) ➔ Topic Opportunity Finder (Beta) ➔ Search Intent Tables ➔ Onpage Optimization Template ➔ Brand to Audience Survey ➔ 80/20 Content Marketing Power Law @nicolecherieh

    Be the first to comment

    Login to see the comments

  • BrandonMiquelon

    Oct. 20, 2016
  • maximelagace

    Oct. 21, 2016
  • nchess

    Oct. 21, 2016
  • PaulKlebanov

    Oct. 23, 2016
  • jasondsouza

    Oct. 26, 2016
  • TopiJrvinen

    Nov. 1, 2016
  • KelliNelson6

    Nov. 2, 2016

Developments by Google from the Panda update in 2011 to the rollout of RankBrain and recent changes in the Adwords Keyword Planner...the writing's on the wall - it’s time SEOs have a new strategy for content. Going after single keywords based on search volume is a strategy only the big brands can achieve, and even they are having difficulties with that approach nowadays. Whether you work for a big brand or a local startup, SEOs need strategies and tools to handle the advancements of Google and create great content. In this presentation, Nicole Hess shares the tools and processes that she and the team at her agency, Greenlane Search Marketing, use to research topics, search intent and semantics. Covered are the main steps to their processes, examples, and a Greenlane custom tool that has cut our research time by 375% (no joke, you’ll see!). Specifically included are: 1. Intro and status check on SEO research: What are you really trying to find? 2. Think Outside the Keyword Box: Creative brainstorming. 3. Topics: Getting data behind topics and the keywords that fuel them. 4. Know your competition: Defining the topics your competitors are strong at. 5. Search intent discovery: From purchases to research and comparison, identify what content the searcher wants to find.

Views

Total views

2,784

On Slideshare

0

From embeds

0

Number of embeds

2,259

Actions

Downloads

44

Shares

0

Comments

0

Likes

7

×