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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

  2. noahlearner twooctobers.com You gotta earn it.

  3. noahlearner twooctobers.com GSC (inside out)

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

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

  6. noahlearner twooctobers.com Building Content is hard.

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

  8. noahlearner twooctobers.com Topics keyword Vs

  9. noahlearner twooctobers.com a topic = a subject. It’s the thing

    you’re writing about.
  10. noahlearner twooctobers.com a keyword = an important word used while

    talking about a subject.
  11. noahlearner twooctobers.com Keyword Research isn’t the answer.

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

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

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

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

    Analyze Data Choose Topics
  16. noahlearner twooctobers.com Who is your ideal customer?

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

  18. noahlearner twooctobers.com What is most profitable?

  19. noahlearner twooctobers.com What is a conversion worth?

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

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

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

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

  24. noahlearner twooctobers.com What is your sales process?

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

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

    Analyze Data Create Topics
  27. noahlearner twooctobers.com We don’t know what Google Knows, we only

    know what they show us!
  28. noahlearner twooctobers.com Google shows us relationships in a few places.

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

    & Google Trends.
  30. noahlearner twooctobers.com

  31. noahlearner twooctobers.com

  32. noahlearner twooctobers.com

  33. noahlearner twooctobers.com

  34. noahlearner twooctobers.com Wikipedia

  35. noahlearner twooctobers.com Wikipedia makes up over 67% of the sources

    for tracked Knowledge panels. - Kalicube Pro.
  36. noahlearner twooctobers.com

  37. noahlearner twooctobers.com

  38. noahlearner twooctobers.com Disambiguation!

  39. noahlearner twooctobers.com Related Topics!

  40. noahlearner twooctobers.com SERPs

  41. noahlearner twooctobers.com Get Related searches + People also ask

  42. noahlearner twooctobers.com Autocomplete

  43. noahlearner twooctobers.com What is it?

  44. noahlearner twooctobers.com

  45. noahlearner twooctobers.com

  46. noahlearner twooctobers.com Google Trends

  47. noahlearner twooctobers.com 1. Enter Query

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

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

    state. 3. Download Related Topics + Related queries CSVs
  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.
  51. noahlearner twooctobers.com That would never scale

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

  53. noahlearner twooctobers.com

  54. noahlearner twooctobers.com Related Queries from Google Trends.

  55. noahlearner twooctobers.com Steps - Get Data

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

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

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

    - Enrich with Keyword Metrics (via API) - Get More Data
  59. noahlearner twooctobers.com Human curation at each step is key.

  60. noahlearner twooctobers.com Bicycle

  61. noahlearner twooctobers.com 22 Search Terms

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

  63. noahlearner twooctobers.com 139 Search Terms

  64. noahlearner twooctobers.com 974 Search Terms

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

  66. noahlearner twooctobers.com 4K+ Terms

  67. noahlearner twooctobers.com Pump your brakes.

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

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

    Analyze Data Create Topics
  70. noahlearner twooctobers.com Force Directed Tree STILL NOT THERE!

  71. noahlearner twooctobers.com Circle Packing CLOSER

  72. noahlearner twooctobers.com Sunburst

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

  74. noahlearner twooctobers.com Most SEOs would probably prefer this.

  75. noahlearner twooctobers.com

  76. noahlearner twooctobers.com Clustering Methods

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

    spreadsheets.
  78. noahlearner twooctobers.com Google Keyword Planner

  79. noahlearner twooctobers.com a Great Idea from Nico Brooks

  80. noahlearner twooctobers.com 1. Enter Query

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

  82. noahlearner twooctobers.com 1. Enter Query 2. Look at data 3.

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

    Add keyword ideas as ad groups 4. Download Campaign
  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.
  85. noahlearner twooctobers.com SERP Similarity The current tooling gold standard.

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

    groups or clusters.
  87. noahlearner twooctobers.com Engineering Challenges ARE SIGNIFICANT.

  88. noahlearner twooctobers.com Lee Foot’s Colab

  89. noahlearner twooctobers.com Feed it your CSV + it outputs them

    into useful clusters.
  90. noahlearner twooctobers.com Elias Dabbas @eliasdabbas creator of advertoolz library

  91. noahlearner twooctobers.com Using Regular Expressions, we can build a pretty

    useful customized classifier.
  92. noahlearner twooctobers.com

  93. noahlearner twooctobers.com Find your Way to Explore the Data that

    works for you!
  94. noahlearner twooctobers.com For me, easy analysis = Google Data Studio

  95. noahlearner twooctobers.com

  96. noahlearner twooctobers.com Clusters + their queries

  97. noahlearner twooctobers.com Intent (via API)

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

  99. noahlearner twooctobers.com GSC Trends

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

    Content Gaps
  101. noahlearner twooctobers.com GSC Trends

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

    count.co
  103. noahlearner twooctobers.com GSC Trends

  104. noahlearner twooctobers.com

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

    (via GSC)
  106. noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data

    Analyze Data Create Topics
  107. noahlearner twooctobers.com Target topics that: - align to Client Goals

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

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

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

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

    - have high search volume - have conversion intent - and we can rank for.
  112. noahlearner twooctobers.com Build internal links to match the related queries

    we found in Trends.
  113. noahlearner twooctobers.com What’s Next?

  114. noahlearner twooctobers.com Build Content briefs

  115. noahlearner twooctobers.com Publish Content

  116. noahlearner twooctobers.com Use GSC data to Optimize

  117. noahlearner twooctobers.com You gotta earn it.

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

  119. noahlearner twooctobers.com Stay in touch! noah@twooctobers.com linkedin.com/in/noahlearner/ @noahlearner @thekraken