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Keyword
Research Process
& Strategies
with
&
SalesCycle:
Pieter Verasdonck
10+ years of experience in Digital Marketing
Industries: Gambling, Education, FMCG, Telco,
Travel & Tourism, Government, eCommerce &
Retail, Real Estate, Fashion, B2B and even Adult
Entertainment.
Featured in:
• Smart Startups Magazine, Backlinks.com.au &
Avanser’s Blog, SEMRush Webinar
• Spoke at: Numerous Meetups, SMX Sydney 2014 –
Bootcamp & Advanced Online Marketing
Conferences in Sydney
#SEMRushLive
Agenda
1) Foundation of Search
2) Keyword Research Process
3) Keyword Selection Process
4) Worst Keyword Research Mistakes
5) Change in Research Behaviour
#SEMRushLive
Foundation of Search
Searching & Looking = Action
• Random surfing, browsing and accidental
discoveries
• Craving entertainment, information, social
connection
• Looking to go somewhere…Brand / Topic
destinations
• Researching for a specific solution, reviews
or comparison
• Looking to execute a task or a transaction
#SEMRushLive
Psychology of Purchasing
http://buyer.sellerinsights.com/2013/05/14/understanding-buyer-psychology/
#SEMRushLive
Psychology of Decision Making
& Purchasing Behaviour
http://www.womma.org/posts/2013/01/how-marketers-can-neuro-map-consumer-
decision-making
#SEMRushLive
Psychology of Decision Making
& Purchasing Behaviour
Thinking Feeling
High
Involvement
Informative (thinker):
e-banking
Books
Financial services
Computer equipment
House
Automobiles
House Furnishings
Affective (feeler):
Jewellery
Cosmetics
Fashion Apparel
Luxury Watch
CDs
Low Involvement Habit formation (doer):
Food
Fast Food
Household Items
Shampoos
Self-satisfaction (reactor):
Flowers
The FCB Planning Model adapted from Belch & Belch. 2004. Advertising and
Promotion. An Integrated Marketing Communication Perspective. 6th Edition. Singapore
#SEMRushLive
Modern B2B Customers Buying
Journey
Indentify a Need
Purchase Criteria
Initial Research Commercial
Investigation
Comparison
Justification
Product
Selection
Trail/Purchase
Evaluation/
Evangelism
Sales Rep InvolvedCustomers Research
Awareness Stage Consideration Stage Decision Stage
#SEMRushLive
B2B Procurement Process
http://buyer.sellerinsights.com/files/2013/05/buying-process.png
#SEMRushLive
Matching Content With
Customers Buying Decision
Customer is
Asking
Customer
Wants
What to
Provide
What is my
problem?
How do I fix
my problem?
Are you the
right partner?
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision Support
Awareness Stage Consideration Stage Decision Stage
• Trend Reports
• Benchmarks
• Analyst Reports
• 101 Education
• How to Guides
• How other people
are solving this
• What is the solution
& How it works
• Solution
Comparisons
• Pitfall Analysis
• Readiness &
Suitability
Assessment
• How to choose a
vendor
• Pricing
• Strength
Demonstration
• Case Studies
• ROI/TCO
• Partnering
Benefits
• How to Buy/Pay
#SEMRushLive
Keyword Research
Process =
The Backbone of SEO
Keyword Research Preparation
• Identify your Main Competitors
• Create a Buyer Personas & Audience
Segments
• Map out Users Search Objectives to the
Buying Journey
• Map out the Content to Users Buying
Journey & Business Objectives
#SEMRushLive
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
• Webmaster Tools
Keyword Research:
Relevant Keywords
BingGoogle
#SEMRushLive
• Webmaster Tools: Search Analytics (beta)
Keyword Research:
Relevant Keywords
#SEMRushLive
Keyword Research:
Customer Typed Keywords
• Internal Site Search:
http://blog.crazyegg.com/2013/01/17/set-up-internal-site-search-analytics/
1
2
#SEMRushLive
Keyword Research:
Best Keyword Information
• Adwords Campaigns - PPC Search Query
Reports
http://www.searchenginejournal.com/search-query-data-adwords-isnt-
dead-heres-actually-changed/100805/
#SEMRushLive
• Historic Keyword Data:
Keyword Research:
Old Keywords
#SEMRushLive
Keyword Research:
Deciphering (Not Provided):
http://searchengineland.com/replacing-googles-not-provided-seo-gold-
220045
#SEMRushLive
Keyword Research:
Unknown Keywords
Get the Right Intelligence Tools:
• SEMRush: Your Website
12
3
4
5
6
http://refugeeks.com/semrush/
#SEMRushLive
Keyword ideas
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
Keyword Research:
Smart Keywords
• Competitors Online Visibility: SEMRush
http://www.semrush.com/webinars/competitor-keyword-research-
for-seo/
12
3
6 4
5
#SEMRushLive
Keyword Research:
Smart Keywords
• Competitors Online Visibility: SEMRush
http://www.semrush.com/webinars/competitor-keyword-research-
for-seo/
12
3
7
4
5
6
#SEMRushLive
Keyword Research:
Money Keywords
• SEMRush: Adwords Keywords
12
3
4
5
#SEMRushLive
Keyword Research:
Topic Related Keywords
• Wikipedia & SEMRush:
http://www.searchenginejournal.com/use-wikipedia-keyword-
research/110071/
12
3
4
#SEMRushLive
Keyword Research:
Keyword Planner: URL
1
2
3
#SEMRushLive
Keyword Research:
Keyword Planner: Keywords
1
3
2
#SEMRushLive
Keyword Research:
Topic Related Keywords
1
2
#SEMRushLive
Keyword Research:
Long-Tail Keywords
• Related Searched & Google Suggest:
• Google Suggest Scraper Tools:
• Ubersuggest, keywordtool.io, Soovle, Scrapebox,
etc
http://ipullrank.com/how-to-uncover-100s-of-new-
longtail-keywords-in-minutes/
#SEMRushLive
Keyword Research:
Topic & LSI Keywords
• “Table of Contents” & Google Books
• Ask your Customers with Audience Surveys
http://www.iacquire.com/blog/the-persona-driven-keyword-research-process
#SEMRushLive
Keyword Research:
Seasonality Keywords
• Google Keyword Planner:
• Google Trends:
1
#SEMRushLive
Keyword Research:
Old School Keywords – SEO Quake
• HTML Code: <meta keywords>
• YouTube: Video Tags
#SEMRushLive
Keyword Research:
Old School Keywords
• Niche Topic Forums: Sub-Categorisation
Google Search:
• Your Keyword "visitors found this page by searching for“ -seo
• site:com.au “Your Keyword” forum -seo
• “Incoming search terms” “Your Keyword” -seo
#SEMRushLive
OK, I found 10,000
Keywords …Now What?
Selection Criteria
Cutting 10,000 Keywords to 1,000
Relevant Keywords
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
Keyword Selection:
PPC vs. SEO
#SEMRushLive
Keyword Mapping to Purchase
Funnel
Purchase
Funnel Stage
Type of
Search Type of Keyword
Search Volume
& SERP
Competition Example
A Awareness Informational Head Terms High mens suits
I Interest Navigational Keyword + Brand TBD hugo boss suits
D Desire Research
Body Terms
(Head + modifier)
Medium tailor made wedding suits
A Action Transactional
Long-Tail
(4-5+ words)
Low
tailor made wedding suits online
click & collect
S Satisfaction Expression Emotional Low
Positive: Glad, Great, :) , Fun,
Fabulous, Thanks, etc
Negative: S**t, F**k, WTF, :( , bloody,
crap, etc
#SEMRushLive
Keyword Selection:
Relevancy
• Niche Topic Silos:
https://www.keywordstudio.com/
#SEMRushLive
Keyword Selection:
Seasonality Trends
• Query Deserves Freshness:
Holidays, Seasonal Sales Dates, Special Events
#SEMRushLive
Keyword Selection:
Search Volume
• Effort vs. Reward: Larry (wordstream) Formula:
(Searches * CPC)/Difficulty score
(1000 * $3)
0.85
#SEMRushLive
Keyword Selection:
CPC Cost
Profitability & Money Words
#SEMRushLive
Keyword Selection:
Competitiveness
• Keyword Difficulty: SEMRush, Moz, etc
1
3
2
4 5
#SEMRushLive
Keyword Selection:
Competitiveness
• Keyword Difficulty: SEMRush, Moz, etc
http://backlinko.com/keyword-competition
#SEMRushLive
Keyword Selection:
Competitiveness
• SERP Difficulty: Market Samurai
http://backlinko.com/keyword-competition
#SEMRushLive
Keyword Selection:
Low Hanging Fruit
Questions: Quora, Yahoo Answers, etc
• Where, What, Why, How, etc
• Best, [Product A] vs [Product B], Reviews
#SEMRushLive
Keyword Usage in Purchase
Funnel Stages Example
#SEMRushLive
Keyword Research Process
Resources
• Moz: moz.com/beginners-guide-to-seo/keyword-
research
• SEMRush: semrush.com/webinars/competitor-
keyword-research-for-seo/
• Larry Kim and Will Critchlow:
wordstream.com/blog/ws/2014/08/06/keyword-
research-tips
• Backlinko: backlinko.com/keyword-research
• Nick Eubanks: seonick.net/master-keyword-research/
#SEMRushLive
OK, I got it down to 100
search phrases…What’s
Next?
Cutting 10,000 Keywords to 1,000
High Potential Keywords
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
Using Your Keywords:
A Great Topic for Another Webinar
• Important SEO Areas for Keywords:
• “Domain”, URL, <title>, Meta Data, Internal Links, <hx>,
Body Text, Digital Assets (Images, PDF. Video, Audio), etc
• Keyword Mapping IA & URLs
• Research Intent Phrases (2-4 words) for Category Pages
• Transactional Search Phrases (4+ words) for Product
Pages
• Creating Topic Silo’s & “Evergreen” Long form pages
• Assigning Longtail Keywords to Blog Topics, FAQ, Forum
Topics, etc
#SEMRushLive
What are the pitfalls &
should I watchout for?
most common keyword research
mistakes.
What not to do!
• Only going for head & single word terms: “Suits”
• Competitor Brand Terms: “Asos mens suits”
• Going for irrelevant Geographic terms: “Suits New York”
• Words that are way out of your league: Super High
Competition
• Phrases that are irrelevant to your business: “Sports
Cars”
• Failing to monitor search trends and adjust strategies
over time
http://www.searchenginejournal.com/7-lessons-keyword-stupidity-
mess-keyword-research/104127/
#SEMRushLive
SEMRush Webinar : Q & A
Pieter S Verasdonck
• Twitter: @psverasdonck
• SlideShare:
www.slideshare.net/psverasdonck
• eMail: psv@salescycle.agency
• Tel: 1300 88 54 28
#SEMRushLive

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Keyword Research Process and Strategies

Editor's Notes

  1. Google 900+ KWs, SEMRush 159, which 100 not in Google KW Planner