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Unleashing the Full Power of Keyword Research

Jess Maloney
September 10, 2023
350

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_

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  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

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  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

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  4. 4
    Internal | © All rights reserved
    HOW?
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  5. Internal | © All rights reserved
    5
    KEYWORD
    RESEARCH

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

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  7. Internal | © All rights reserved
    7
    KEYWORD
    RESEARCH

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  8. Internal | © All rights reserved
    8
    KEYWORD
    RESEARCH SUCKS!

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

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  10. 10
    Internal | © All rights reserved
    KEYWORD RESEARCH FAILS
    NOT INCLUDING KEYWORD
    VARIATIONS IN YOUR LIST
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  11. 11
    Internal | © All rights reserved
    KEYWORD RESEARCH FAILS
    ONLY PULLING KEYWORDS
    THEY CURRENTLY RANK FOR
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  12. 12
    Internal | © All rights reserved
    KEYWORD RESEARCH FAILS
    KEYWORDS ONLY BEING USED
    FOR MONTHLY REPORTS
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  13. Internal | © All rights reserved
    13
    INTRODUCING…

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  14. 14
    Internal | © All rights reserved
    UNIVERSE
    Internal | © All rights reserved
    14

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  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

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  16. 16
    Internal | © All rights reserved
    SEARCH
    EVERYWHERE
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  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

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  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

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

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

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

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  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

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

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  24. Confidential | © All rights reserved
    24
    MUCH MORE…

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

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  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

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  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

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

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

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

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  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

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  32. 32
    Internal | © All rights reserved
    SEARCH STRATEGY 101
    IDENTIFY WEAKNESSES
    INSTANTLY & DO SOMETHING
    ABOUT THEM
    @JessicaMal_ @RiseatSeven #BrightonSEO

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

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  34. 34
    Internal | © All rights reserved
    SEARCH STRATEGY 101
    UNDERSTAND THE CUSTOMER
    JOURNEY ACROSS PLATFORMS
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  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

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  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

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  37. Internal | © All rights reserved
    37
    PUTTING THIS
    INTO PRACTICE

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  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

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  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

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  40. 40
    Internal | © All rights reserved
    CATEGORISATION
    GUIDE
    WHY
    WHAT
    WHERE
    HOW
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  41. Confidential | © All rights reserved
    41
    CATEGORISATION
    HAIR
    STYLES
    WAVES
    CURLS
    VOLUME
    BOUNCY
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  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

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  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

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  44. Confidential | © All rights reserved
    44
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  45. Internal | © All rights reserved
    THE DASHBOARD
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  46. 46
    Internal | © All rights reserved
    ONCE YOU’VE GOT THIS DATA YOU
    NEED TO PULL YOUR INSIGHT
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  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

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  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

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  49. Confidential | © All rights reserved
    49
    NOVEMBER AND
    DECEMBER
    ARE PEAK MONTHS FOR
    HAIR
    RELATED KEYWORD
    SEARCHES
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  50. 50
    Internal | © All rights reserved
    ADAPT TO
    CLIENT
    PRIORITIES
    RANKINGS
    WITH
    CONTEXT
    TRIAGE
    RELEVANCE
    ISSUES
    SUPPORT
    OTHER
    INSIGHT
    @JessicaMal_ @RiseatSeven #BrightonSEO

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  51. 51
    Internal | © All rights reserved
    THANK YOU
    @JessicaMal_ Jessica Maloney

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