Into the Great Unknown - SearchLove

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noahlearner twooctobers.com Topics

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noahlearner twooctobers.com You gotta earn it.

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noahlearner twooctobers.com GSC (inside out)

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noahlearner twooctobers.com We’d only solved some of the problems.

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noahlearner twooctobers.com GSC (inside out) ??? (Outside in)

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noahlearner twooctobers.com Building Content is hard.

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noahlearner twooctobers.com Especially when there’s no data.

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noahlearner twooctobers.com Topics keyword Vs

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noahlearner twooctobers.com a topic = a subject. It’s the thing you’re writing about.

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noahlearner twooctobers.com a keyword = an important word used while talking about a subject.

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noahlearner twooctobers.com Keyword Research isn’t the answer.

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noahlearner twooctobers.com How can we do better?

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noahlearner twooctobers.com Resources https://bit.ly/searchlove2022

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noahlearner twooctobers.com Here’s our process.

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noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Choose Topics

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noahlearner twooctobers.com Who is your ideal customer?

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noahlearner twooctobers.com What services do you offer?

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noahlearner twooctobers.com What is most profitable?

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noahlearner twooctobers.com What is a conversion worth?

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noahlearner twooctobers.com How do you make money?

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noahlearner twooctobers.com When do you make your money?

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noahlearner twooctobers.com Where do you make your money?

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noahlearner twooctobers.com What questions are tied to conversions?

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noahlearner twooctobers.com What is your sales process?

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noahlearner twooctobers.com How can content support the sales process?

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noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Create Topics

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noahlearner twooctobers.com We don’t know what Google Knows, we only know what they show us!

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noahlearner twooctobers.com Google shows us relationships in a few places.

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noahlearner twooctobers.com Knowledgegraph Search API, the SERPs, autocomplete, KWP data & Google Trends.

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noahlearner twooctobers.com Wikipedia

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noahlearner twooctobers.com Wikipedia makes up over 67% of the sources for tracked Knowledge panels. - Kalicube Pro.

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noahlearner twooctobers.com

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noahlearner twooctobers.com Disambiguation!

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noahlearner twooctobers.com Related Topics!

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noahlearner twooctobers.com SERPs

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noahlearner twooctobers.com Get Related searches + People also ask

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noahlearner twooctobers.com Autocomplete

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noahlearner twooctobers.com What is it?

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noahlearner twooctobers.com Google Trends

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noahlearner twooctobers.com 1. Enter Query

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noahlearner twooctobers.com 1. Enter Query 2. Edit Geo region to state.

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noahlearner twooctobers.com 1. Enter Query 2. Edit Geo region to state. 3. Download Related Topics + Related queries CSVs

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noahlearner twooctobers.com 1. Enter Query 2. Edit Geo region to state. 3. Download Related Topics + Related queries CSVs 4. Add the terms to our Google Sheet.

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noahlearner twooctobers.com That would never scale

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noahlearner twooctobers.com You can get the data with APIs.

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noahlearner twooctobers.com Related Queries from Google Trends.

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noahlearner twooctobers.com Steps - Get Data

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noahlearner twooctobers.com Steps - Get Data - Remove Irrelevant terms

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noahlearner twooctobers.com Steps - Get Data - Remove Irrelevant terms - Enrich with Keyword Metrics (via API)

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noahlearner twooctobers.com Steps - Get Data - Remove Irrelevant terms - Enrich with Keyword Metrics (via API) - Get More Data

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noahlearner twooctobers.com Human curation at each step is key.

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noahlearner twooctobers.com Bicycle

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noahlearner twooctobers.com 22 Search Terms

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noahlearner twooctobers.com after 2 cycles it’s getting useful.

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noahlearner twooctobers.com 139 Search Terms

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noahlearner twooctobers.com 974 Search Terms

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noahlearner twooctobers.com within 15 minutes you can build something extraordinary.

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noahlearner twooctobers.com 4K+ Terms

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noahlearner twooctobers.com Pump your brakes.

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noahlearner twooctobers.com 4k Search terms = Messy Messy Data Viz.

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noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Create Topics

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noahlearner twooctobers.com Force Directed Tree STILL NOT THERE!

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noahlearner twooctobers.com Circle Packing CLOSER

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noahlearner twooctobers.com Sunburst

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noahlearner twooctobers.com Could this help get buy in?

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noahlearner twooctobers.com Most SEOs would probably prefer this.

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noahlearner twooctobers.com Clustering Methods

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noahlearner twooctobers.com Manually works, but = many hours poring over spreadsheets.

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noahlearner twooctobers.com Google Keyword Planner

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noahlearner twooctobers.com a Great Idea from Nico Brooks

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noahlearner twooctobers.com 1. Enter Query

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noahlearner twooctobers.com 1. Enter Query 2. Look at data

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noahlearner twooctobers.com 1. Enter Query 2. Look at data 3. Add keyword ideas as ad groups

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noahlearner twooctobers.com 1. Enter Query 2. Look at data 3. Add keyword ideas as ad groups 4. Download Campaign

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noahlearner twooctobers.com 1. Enter Query 2. Look at data 3. Add keyword ideas as ad groups 4. Download Campaign 5. Use it to guide SEO topics.

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noahlearner twooctobers.com SERP Similarity The current tooling gold standard.

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noahlearner twooctobers.com Compare search results to cluster search terms into groups or clusters.

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noahlearner twooctobers.com Engineering Challenges ARE SIGNIFICANT.

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noahlearner twooctobers.com Lee Foot’s Colab

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noahlearner twooctobers.com Feed it your CSV + it outputs them into useful clusters.

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noahlearner twooctobers.com Elias Dabbas @eliasdabbas creator of advertoolz library

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noahlearner twooctobers.com Using Regular Expressions, we can build a pretty useful customized classifier.

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noahlearner twooctobers.com Find your Way to Explore the Data that works for you!

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noahlearner twooctobers.com For me, easy analysis = Google Data Studio

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noahlearner twooctobers.com

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noahlearner twooctobers.com Clusters + their queries

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noahlearner twooctobers.com Intent (via API)

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noahlearner twooctobers.com Sub-Intent (via custom classifier)

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noahlearner twooctobers.com GSC Trends

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noahlearner twooctobers.com Compare your Search Terms to GSC to find Content Gaps

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noahlearner twooctobers.com GSC Trends

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noahlearner twooctobers.com This analysis was a piece of cake in count.co

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noahlearner twooctobers.com GSC Trends

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noahlearner twooctobers.com

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noahlearner twooctobers.com thanks to @jroakes for the framing. Position Bucketing (via GSC)

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noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Create Topics

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noahlearner twooctobers.com Target topics that: - align to Client Goals

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noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume

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noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume - have conversion intent

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noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume - have conversion intent - and we can rank for.

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noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume - have conversion intent - and we can rank for.

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noahlearner twooctobers.com Build internal links to match the related queries we found in Trends.

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noahlearner twooctobers.com What’s Next?

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noahlearner twooctobers.com Build Content briefs

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noahlearner twooctobers.com Publish Content

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noahlearner twooctobers.com Use GSC data to Optimize

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noahlearner twooctobers.com You gotta earn it.

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noahlearner twooctobers.com Resources https://bit.ly/searchlove2022

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noahlearner twooctobers.com Stay in touch! [email protected] linkedin.com/in/noahlearner/ @noahlearner @thekraken