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Into the Great Unknown - SearchLove

Into the Great Unknown - SearchLove

Into the Great Unknown is a deep dive into Topics, and SEO innovation work.. It provides insights into where Google gets the information that makes up its Knowledge graph, and how we can use that information to build content that aligns with Google's understanding.

This deck shows a new way to build related topics using Google Trends and A killer visualization using the D3 sunburst library.

Noah Learner

July 11, 2022
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  1. noahlearner twooctobers.com
    Topics

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  2. noahlearner twooctobers.com
    You gotta earn it.

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  3. noahlearner twooctobers.com
    GSC


    (inside out)

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  4. noahlearner twooctobers.com
    We’d only solved


    some of the problems.

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  5. noahlearner twooctobers.com
    GSC


    (inside out)
    ???


    (Outside in)

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  6. noahlearner twooctobers.com
    Building Content


    is hard.

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

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  8. noahlearner twooctobers.com
    Topics keyword
    Vs

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

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

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

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  12. noahlearner twooctobers.com
    How can we do
    better?

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  13. noahlearner twooctobers.com
    Resources


    https://bit.ly/searchlove2022

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  14. noahlearner twooctobers.com
    Here’s our process.

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

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  16. noahlearner twooctobers.com
    Who is your ideal
    customer?

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  17. noahlearner twooctobers.com
    What services do
    you offer?

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  18. noahlearner twooctobers.com
    What is most
    profitable?

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  19. noahlearner twooctobers.com
    What is a


    conversion worth?

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  20. noahlearner twooctobers.com
    How do you make
    money?

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  21. noahlearner twooctobers.com
    When do you make
    your money?

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  22. noahlearner twooctobers.com
    Where do you make
    your money?

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  23. noahlearner twooctobers.com
    What questions are
    tied to conversions?

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  24. noahlearner twooctobers.com
    What is your


    sales process?

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  25. noahlearner twooctobers.com
    How can


    content support


    the sales process?

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


    Data
    Create
    Topics

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  27. noahlearner twooctobers.com
    We don’t know what
    Google Knows,


    we only know what
    they show us!

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

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

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  30. noahlearner twooctobers.com

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  31. noahlearner twooctobers.com

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  32. noahlearner twooctobers.com

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  33. noahlearner twooctobers.com

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  34. noahlearner twooctobers.com
    Wikipedia

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


    - Kalicube Pro.

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  36. noahlearner twooctobers.com

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  37. noahlearner twooctobers.com

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  38. noahlearner twooctobers.com
    Disambiguation!

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  39. noahlearner twooctobers.com
    Related Topics!

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  40. noahlearner twooctobers.com
    SERPs

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  41. noahlearner twooctobers.com
    Get Related
    searches


    +




    People also ask

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  42. noahlearner twooctobers.com
    Autocomplete

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  43. noahlearner twooctobers.com
    What is it?

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  44. noahlearner twooctobers.com

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  45. noahlearner twooctobers.com

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  46. noahlearner twooctobers.com
    Google Trends

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  47. noahlearner twooctobers.com
    1. Enter Query


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  48. noahlearner twooctobers.com
    1. Enter Query


    2. Edit Geo region to state.


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  49. noahlearner twooctobers.com
    1. Enter Query


    2. Edit Geo region to state.


    3. Download Related Topics
    + Related queries CSVs


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  50. 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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  51. noahlearner twooctobers.com
    That would never scale

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

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  53. noahlearner twooctobers.com

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  54. noahlearner twooctobers.com
    Related Queries


    from Google Trends.

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  55. noahlearner twooctobers.com
    Steps


    - Get Data

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  56. noahlearner twooctobers.com
    Steps


    - Get Data


    - Remove Irrelevant terms

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  57. noahlearner twooctobers.com
    Steps


    - Get Data


    - Remove Irrelevant terms


    - Enrich with Keyword Metrics (via API)

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  58. noahlearner twooctobers.com
    Steps


    - Get Data


    - Remove Irrelevant terms


    - Enrich with Keyword Metrics (via API)


    - Get More Data

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  59. noahlearner twooctobers.com
    Human curation


    at each step


    is key.

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  60. noahlearner twooctobers.com
    Bicycle

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  61. noahlearner twooctobers.com
    22


    Search Terms

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

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  63. noahlearner twooctobers.com
    139


    Search Terms

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  64. noahlearner twooctobers.com
    974


    Search Terms

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

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  66. noahlearner twooctobers.com
    4K+


    Terms

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  67. noahlearner twooctobers.com
    Pump your brakes.

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  68. noahlearner twooctobers.com
    4k Search terms


    =


    Messy Messy Data Viz.

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


    Data
    Create
    Topics

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  70. noahlearner twooctobers.com
    Force Directed Tree


    STILL NOT THERE!

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  71. noahlearner twooctobers.com
    Circle Packing


    CLOSER

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  72. noahlearner twooctobers.com
    Sunburst

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  73. noahlearner twooctobers.com
    Could this help get
    buy in?

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  74. noahlearner twooctobers.com
    Most SEOs would


    probably prefer this.

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  75. noahlearner twooctobers.com

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  76. noahlearner twooctobers.com
    Clustering Methods

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  77. noahlearner twooctobers.com
    Manually works,


    but = many hours
    poring over
    spreadsheets.

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  78. noahlearner twooctobers.com
    Google Keyword
    Planner

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  79. noahlearner twooctobers.com
    a Great Idea


    from Nico Brooks

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  80. noahlearner twooctobers.com
    1. Enter Query


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  81. noahlearner twooctobers.com
    1. Enter Query


    2. Look at data


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  82. noahlearner twooctobers.com
    1. Enter Query


    2. Look at data


    3. Add keyword ideas
    as ad groups


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  83. noahlearner twooctobers.com
    1. Enter Query


    2. Look at data


    3. Add keyword ideas
    as ad groups


    4. Download Campaign


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  84. 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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  85. noahlearner twooctobers.com
    SERP Similarity


    The current tooling
    gold standard.

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

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  87. noahlearner twooctobers.com
    Engineering Challenges
    ARE SIGNIFICANT.

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  88. noahlearner twooctobers.com
    Lee Foot’s Colab

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  89. noahlearner twooctobers.com
    Feed it your CSV +


    it outputs them


    into useful clusters.

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  90. noahlearner twooctobers.com
    Elias Dabbas


    @eliasdabbas
    creator of advertoolz library

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  91. noahlearner twooctobers.com
    Using Regular Expressions,


    we can build a pretty useful
    customized classifier.

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  92. noahlearner twooctobers.com

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

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  94. noahlearner twooctobers.com
    For me, easy analysis =


    Google Data Studio

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  95. noahlearner twooctobers.com

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  96. noahlearner twooctobers.com
    Clusters


    + their
    queries

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  97. noahlearner twooctobers.com
    Intent


    (via API)

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  98. noahlearner twooctobers.com
    Sub-Intent


    (via custom classifier)

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  99. noahlearner twooctobers.com
    GSC
    Trends

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  100. noahlearner twooctobers.com
    Compare your
    Search Terms to GSC


    to find Content Gaps

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  101. noahlearner twooctobers.com
    GSC
    Trends

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

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  103. noahlearner twooctobers.com
    GSC
    Trends

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  104. noahlearner twooctobers.com

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  105. noahlearner twooctobers.com
    thanks to @jroakes for the framing.
    Position


    Bucketing


    (via GSC)

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


    Data
    Create
    Topics

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  107. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals

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  108. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals


    - have high search volume

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  109. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals


    - have high search volume


    - have conversion intent


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  110. 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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  111. 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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  112. noahlearner twooctobers.com
    Build internal links to
    match the related
    queries we found in
    Trends.

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  113. noahlearner twooctobers.com
    What’s Next?

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  114. noahlearner twooctobers.com
    Build Content briefs

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  115. noahlearner twooctobers.com
    Publish Content

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  116. noahlearner twooctobers.com
    Use GSC data


    to Optimize

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  117. noahlearner twooctobers.com
    You gotta earn it.

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  118. noahlearner twooctobers.com
    Resources


    https://bit.ly/searchlove2022

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

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