Unleashing the Full Power of Keyword Research

Transcript

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. 4 Internal | © All rights reserved HOW? @JessicaMal_ @RiseatSeven #BrightonSEO
5. Internal | © All rights reserved 5 KEYWORD RESEARCH
6. 6 Internal | © All rights reserved JESS MALONEY SEARCH STRATEGY LEAD @ RISE AT SEVEN @JessicaMal_ Jessica Maloney
7. Internal | © All rights reserved 7 KEYWORD RESEARCH
8. Internal | © All rights reserved 8 KEYWORD RESEARCH SUCKS!
9. 9 Internal | © All rights reserved KEYWORD RESEARCH FAILS MAX 100 KEYWORDS PER CLIENT @JessicaMal_ @RiseatSeven #BrightonSEO
10. 10 Internal | © All rights reserved KEYWORD RESEARCH FAILS NOT INCLUDING KEYWORD VARIATIONS IN YOUR LIST @JessicaMal_ @RiseatSeven #BrightonSEO
11. 11 Internal | © All rights reserved KEYWORD RESEARCH FAILS ONLY PULLING KEYWORDS THEY CURRENTLY RANK FOR @JessicaMal_ @RiseatSeven #BrightonSEO
12. 12 Internal | © All rights reserved KEYWORD RESEARCH FAILS KEYWORDS ONLY BEING USED FOR MONTHLY REPORTS @JessicaMal_ @RiseatSeven #BrightonSEO
13. Internal | © All rights reserved 13 INTRODUCING…
14. 14 Internal | © All rights reserved UNIVERSE Internal | © All rights reserved 14
15. 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
16. 16 Internal | © All rights reserved SEARCH EVERYWHERE @JessicaMal_ @RiseatSeven #BrightonSEO
17. 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
18. 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
19. Internal | © All rights reserved GO FROM THIS… @JessicaMal_ @RiseatSeven #BrightonSEO
20. Internal | © All rights reserved TO THIS… @JessicaMal_ @RiseatSeven #BrightonSEO
21. 21 Internal | © All rights reserved KEYWORD UNIVERSE BLOW YOUR CLIENTS MIND WITH THIS INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO
22. 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
23. Confidential | © All rights reserved 23 WE CAN GET MUCH MORE GRANULAR…
24. Confidential | © All rights reserved 24 MUCH MORE…
25. Confidential | © All rights reserved 25 WE CAN ALSO SEE WHEN THEY ARE SEARCHING
26. 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
27. 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
28. Confidential | © All rights reserved 28 SEE HOW COMPETITORS COMPARE @JessicaMal_ @RiseatSeven #BrightonSEO
29. Confidential | © All rights reserved 29 HIGHLIGHT AREAS THEY AREN’T TARGETING @JessicaMal_ @RiseatSeven #BrightonSEO
30. Confidential | © All rights reserved 30 & UNDERSTAND WHERE THEY ARE FOCUSING THEIR EFFORTS @JessicaMal_ @RiseatSeven #BrightonSEO
31. 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
32. 32 Internal | © All rights reserved SEARCH STRATEGY 101 IDENTIFY WEAKNESSES INSTANTLY & DO SOMETHING ABOUT THEM @JessicaMal_ @RiseatSeven #BrightonSEO
33. 33 Internal | © All rights reserved COMMON WEAKNESSES WRONG SEARCH INTENT WRONG PLATFORMS WRONG TIME OF YEAR @JessicaMal_ @RiseatSeven #BrightonSEO
34. 34 Internal | © All rights reserved SEARCH STRATEGY 101 UNDERSTAND THE CUSTOMER JOURNEY ACROSS PLATFORMS @JessicaMal_ @RiseatSeven #BrightonSEO
35. 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
36. 36 Internal | © All rights reserved SEARCH STRATEGY 101 RECOGNISE COMPETITOR EFFORTS, BUT UNDERSTAND THAT THIS ISN’T THE BLUEPRINT FOR SUCCESS @JessicaMal_ @RiseatSeven #BrightonSEO
37. Internal | © All rights reserved 37 PUTTING THIS INTO PRACTICE
38. 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
39. 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
40. 40 Internal | © All rights reserved CATEGORISATION GUIDE WHY WHAT WHERE HOW @JessicaMal_ @RiseatSeven #BrightonSEO
41. Confidential | © All rights reserved 41 CATEGORISATION HAIR STYLES WAVES CURLS VOLUME BOUNCY @JessicaMal_ @RiseatSeven #BrightonSEO
42. 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
43. 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
44. Confidential | © All rights reserved 44 @JessicaMal_ @RiseatSeven #BrightonSEO
45. Internal | © All rights reserved THE DASHBOARD @JessicaMal_ @RiseatSeven #BrightonSEO
46. 46 Internal | © All rights reserved ONCE YOU’VE GOT THIS DATA YOU NEED TO PULL YOUR INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO
47. 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
48. 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
49. Confidential | © All rights reserved 49 NOVEMBER AND DECEMBER ARE PEAK MONTHS FOR HAIR RELATED KEYWORD SEARCHES @JessicaMal_ @RiseatSeven #BrightonSEO
50. 50 Internal | © All rights reserved ADAPT TO CLIENT PRIORITIES RANKINGS WITH CONTEXT TRIAGE RELEVANCE ISSUES SUPPORT OTHER INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO
51. 51 Internal | © All rights reserved THANK YOU @JessicaMal_ Jessica Maloney