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Unleashing the Full Power of Keyword Research

Jess Maloney
September 10, 2023
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Unleashing the Full Power of Keyword Research

Jess Maloney

September 10, 2023
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  1. Unleashing the Full Power of Keyword Research Jess Maloney Rise

    at Seven Speakerdeck.com/username @JessicaMal_
  2. 2 Internal | © All rights reserved WE FOUND KEYWORDS

    WITH OVER 400K SEARCHES PER MONTH THAT OUR CLIENTS COMPETITORS WEREN’T TARGETING @JessicaMal_ @RiseatSeven #BrightonSEO
  3. 3 Internal | © All rights reserved WE ALSO IDENTIFIED

    A PLATFORM WITH OVER 5M SEARCHES PER MONTH THAT THE SAME COMPETITORS WEREN’T USING @JessicaMal_ @RiseatSeven #BrightonSEO
  4. 6 Internal | © All rights reserved JESS MALONEY SEARCH

    STRATEGY LEAD @ RISE AT SEVEN @JessicaMal_ Jessica Maloney
  5. 9 Internal | © All rights reserved KEYWORD RESEARCH FAILS

    MAX 100 KEYWORDS PER CLIENT @JessicaMal_ @RiseatSeven #BrightonSEO
  6. 10 Internal | © All rights reserved KEYWORD RESEARCH FAILS

    NOT INCLUDING KEYWORD VARIATIONS IN YOUR LIST @JessicaMal_ @RiseatSeven #BrightonSEO
  7. 11 Internal | © All rights reserved KEYWORD RESEARCH FAILS

    ONLY PULLING KEYWORDS THEY CURRENTLY RANK FOR @JessicaMal_ @RiseatSeven #BrightonSEO
  8. 12 Internal | © All rights reserved KEYWORD RESEARCH FAILS

    KEYWORDS ONLY BEING USED FOR MONTHLY REPORTS @JessicaMal_ @RiseatSeven #BrightonSEO
  9. Confidential | © All rights reserved 15 WE NEED TO

    UNDERSTAND MORE ABOUT OUR AUDIENCE… INTERESTS BEHAVIORS SHOPPING DISCOVERY MOTIVATIONS …AND KEYWORD RESEARCH CAN HELP PROVIDE THIS INSIGHT. @JessicaMal_ @RiseatSeven #BrightonSEO
  10. 17 Internal | © All rights reserved SEARCH EVERYWHERE APPROACH

    & METHODOLOGY TITLE GOES HERE AUDIENCE PLATFORMS Keyword Research Platforms Interests & Trends Audience Insights Keyword Research Hashtag & Views Role in User Journey Emerging Trends @JessicaMal_ @RiseatSeven #BrightonSEO
  11. 18 Internal | © All rights reserved Developing a Digital

    Strategy CYCLE OF OPTIMISATION TO DRIVE ORGANIC GROWTH HOLISTICALLY. This holistic approach allows a cycle of optimisation across the website and relevant platforms to ensure audience insights, content pillars and passion points drives the overall strategy. METHODOLOGY Organic content gap analysis Audience Insights & Content Pillars Keyword universe Content Optimisations Recommendations Platform optimisations Paid Activation & Digital PR Campaigns Reporting & Analysis / Attribution Modelling Auditing & Strategy Technical SEO & Content Data & Content SEO & Content SEO & Content SEO & Content SEO, Content, CRO & Social Social & Paid, Digital PR Data & SEO 1 2 3 4 5 7 8 @JessicaMal_ @RiseatSeven #BrightonSEO
  12. 21 Internal | © All rights reserved KEYWORD UNIVERSE BLOW

    YOUR CLIENTS MIND WITH THIS INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO
  13. Confidential | © All rights reserved 22 WE’RE JUST SCRATCHING

    THE SURFACE WHEN WE BREAK KEYWORDS DOWN BY INTENT AWARENESS CONSIDERATION CONVERSION Brand Performance BUILDING Build and refresh brand memories and associations amongst all future prospects to help the brand come to mind in decision/buying moments NUDGING Nudge the decisions of in-market prospects by refreshing relevant associations closer to purchase CONNECTING Connect buyers to brands with signposts that make them easy to find and buy Creative Platform BRAND PERFORMANCE @JessicaMal_ @RiseatSeven #BrightonSEO
  14. 26 Internal | © All rights reserved “SPEND YOUR MARKETING

    BUDGET WHERE YOUR AUDIENCE SPEND THEIR TIME” “HAIR STYLES” UK last 12 months “CARAVAN HOLIDAY” UK last 12 months @JessicaMal_ @RiseatSeven #BrightonSEO
  15. 27 Internal | © All rights reserved LOOK FURTHER THAN

    GOOGLE 3.8M Monthly Search Volume 794K Monthly Search Volume 2.5B Views of Top Hashtags 5.1M Monthly Search Volume 6.6M Monthly Search Volume @JessicaMal_ @RiseatSeven #BrightonSEO
  16. Confidential | © All rights reserved 28 SEE HOW COMPETITORS

    COMPARE @JessicaMal_ @RiseatSeven #BrightonSEO
  17. Confidential | © All rights reserved 29 HIGHLIGHT AREAS THEY

    AREN’T TARGETING @JessicaMal_ @RiseatSeven #BrightonSEO
  18. Confidential | © All rights reserved 30 & UNDERSTAND WHERE

    THEY ARE FOCUSING THEIR EFFORTS @JessicaMal_ @RiseatSeven #BrightonSEO
  19. 31 Internal | © All rights reserved DEVELOPING A SLICK

    SEARCH STRATEGY KEYWORD RESEARCH Audience Discovery Brand Analysis Content Strategy Channel Strategy: Paid Social Onsite PR CRM Consistency across messaging @JessicaMal_ @RiseatSeven #BrightonSEO
  20. 32 Internal | © All rights reserved SEARCH STRATEGY 101

    IDENTIFY WEAKNESSES INSTANTLY & DO SOMETHING ABOUT THEM @JessicaMal_ @RiseatSeven #BrightonSEO
  21. 33 Internal | © All rights reserved COMMON WEAKNESSES WRONG

    SEARCH INTENT WRONG PLATFORMS WRONG TIME OF YEAR @JessicaMal_ @RiseatSeven #BrightonSEO
  22. 34 Internal | © All rights reserved SEARCH STRATEGY 101

    UNDERSTAND THE CUSTOMER JOURNEY ACROSS PLATFORMS @JessicaMal_ @RiseatSeven #BrightonSEO
  23. Confidential | © All rights reserved 35 CAPTURE THE AUDIENCE

    AT RIGHT POINT IN THE JOURNEY INSPIRATION FUNCTION Digital PR/CAMPAIGNS: MINDSET EXPOSURE Awareness, impress NPD campaigns CONSIDER Trends, styles, inspiration, data, reports CONVERSION Product PR, deals, reviews, comparisons RETENTION Case studies, UGC stories, how-to’s @JessicaMal_ @RiseatSeven #BrightonSEO
  24. 36 Internal | © All rights reserved SEARCH STRATEGY 101

    RECOGNISE COMPETITOR EFFORTS, BUT UNDERSTAND THAT THIS ISN’T THE BLUEPRINT FOR SUCCESS @JessicaMal_ @RiseatSeven #BrightonSEO
  25. 38 GATHER KEYWORDS. LOTS OF THEM 1 DETERMINE YOUR CATEGORIES

    2 PULL SEARCH VOLUMES AND RANKINGS 3 CREATE DASHBOARD 4 Internal | © All rights reserved @JessicaMal_ @RiseatSeven #BrightonSEO
  26. 39 GATHER KEYWORDS. LOTS OF THEM 1 DETERMINE YOUR CATEGORIES

    2 PULL SEARCH VOLUMES AND RANKINGS 3 CREATE DASHBOARD 4 Internal | © All rights reserved @JessicaMal_ @RiseatSeven #BrightonSEO
  27. 40 Internal | © All rights reserved CATEGORISATION GUIDE WHY

    WHAT WHERE HOW @JessicaMal_ @RiseatSeven #BrightonSEO
  28. Confidential | © All rights reserved 41 CATEGORISATION HAIR STYLES

    WAVES CURLS VOLUME BOUNCY @JessicaMal_ @RiseatSeven #BrightonSEO
  29. Confidential | © All rights reserved 42 TRAVEL HAIR TOOL

    HOME APPLIANCE SAAS Time of Year Hair Styles Room Pricing Demographic Hair Types Size Guides Accommodation Type Product Specification Warranty Alternatives Cost Quality Colour Capabilities Planning Accessories Deals Support CATEGORISATION @JessicaMal_ @RiseatSeven #BrightonSEO
  30. 43 GATHER KEYWORDS. LOTS OF THEM 1 DETERMINE YOUR CATEGORIES

    2 PULL SEARCH VOLUMES AND RANKINGS 3 CREATE DASHBOARD 4 Internal | © All rights reserved @JessicaMal_ @RiseatSeven #BrightonSEO
  31. 46 Internal | © All rights reserved ONCE YOU’VE GOT

    THIS DATA YOU NEED TO PULL YOUR INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO
  32. Confidential | © All rights reserved 47 THE BIGGEST OPPORTUNITY

    IN TERMS OF MONTHLY SEARCH VOLUME ARE KEYWORDS THAT COVER QUALITY, HAIR STYLES, HAIR TYPES, AND GUIDES. @JessicaMal_ @RiseatSeven #BrightonSEO
  33. Confidential | © All rights reserved 48 WE CAN SEE

    THAT THE COMPETITORS AREN’T TARGETING ‘QUALITY’ RELATED KEYWORDS WHICH DRIVES OVER 400K SEARCHES PER MONTH. @JessicaMal_ @RiseatSeven #BrightonSEO
  34. Confidential | © All rights reserved 49 NOVEMBER AND DECEMBER

    ARE PEAK MONTHS FOR HAIR RELATED KEYWORD SEARCHES @JessicaMal_ @RiseatSeven #BrightonSEO
  35. 50 Internal | © All rights reserved ADAPT TO CLIENT

    PRIORITIES RANKINGS WITH CONTEXT TRIAGE RELEVANCE ISSUES SUPPORT OTHER INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO