Unleashing the Full Power of Keyword Research

Unleashing the Full Power of Keyword Research Jess Maloney Rise
at Seven Speakerdeck.com/username @JessicaMal_

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 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 Internal | © All rights reserved HOW? @JessicaMal_ @RiseatSeven
#BrightonSEO

6 Internal | © All rights reserved JESS MALONEY SEARCH
STRATEGY LEAD @ RISE AT SEVEN @JessicaMal_ Jessica Maloney

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

NOT INCLUDING KEYWORD VARIATIONS IN YOUR LIST @JessicaMal_ @RiseatSeven #BrightonSEO

ONLY PULLING KEYWORDS THEY CURRENTLY RANK FOR @JessicaMal_ @RiseatSeven #BrightonSEO

KEYWORDS ONLY BEING USED FOR MONTHLY REPORTS @JessicaMal_ @RiseatSeven #BrightonSEO

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 Internal | © All rights reserved SEARCH EVERYWHERE @JessicaMal_
@RiseatSeven #BrightonSEO

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 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

Internal | © All rights reserved GO FROM THIS… @JessicaMal_
@RiseatSeven #BrightonSEO

Internal | © All rights reserved TO THIS… @JessicaMal_ @RiseatSeven
#BrightonSEO

21 Internal | © All rights reserved KEYWORD UNIVERSE BLOW
YOUR CLIENTS MIND WITH THIS INSIGHT @JessicaMal_ @RiseatSeven #BrightonSEO

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

Conﬁdential | © All rights reserved 23 WE CAN GET
MUCH MORE GRANULAR…

Conﬁdential | © All rights reserved 25 WE CAN ALSO
SEE WHEN THEY ARE SEARCHING

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 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

Conﬁdential | © All rights reserved 28 SEE HOW COMPETITORS
COMPARE @JessicaMal_ @RiseatSeven #BrightonSEO

Conﬁdential | © All rights reserved 29 HIGHLIGHT AREAS THEY
AREN’T TARGETING @JessicaMal_ @RiseatSeven #BrightonSEO

Conﬁdential | © All rights reserved 30 & UNDERSTAND WHERE
THEY ARE FOCUSING THEIR EFFORTS @JessicaMal_ @RiseatSeven #BrightonSEO

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 Internal | © All rights reserved SEARCH STRATEGY 101
IDENTIFY WEAKNESSES INSTANTLY & DO SOMETHING ABOUT THEM @JessicaMal_ @RiseatSeven #BrightonSEO

33 Internal | © All rights reserved COMMON WEAKNESSES WRONG
SEARCH INTENT WRONG PLATFORMS WRONG TIME OF YEAR @JessicaMal_ @RiseatSeven #BrightonSEO

UNDERSTAND THE CUSTOMER JOURNEY ACROSS PLATFORMS @JessicaMal_ @RiseatSeven #BrightonSEO

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

RECOGNISE COMPETITOR EFFORTS, BUT UNDERSTAND THAT THIS ISN’T THE BLUEPRINT FOR SUCCESS @JessicaMal_ @RiseatSeven #BrightonSEO

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

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

Unleashing the Full Power of Keyword Research

Unleashing the Full Power of Keyword Research

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