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Into the Great Unknown - SearchLove

Noah Learner
July 11, 2022
Marketing & SEO
1
50

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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Transcript

  1. noahlearner twooctobers.com
    Topics

    View Slide

  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.

    View Slide

  5. noahlearner twooctobers.com
    GSC


    (inside out)
    ???


    (Outside in)

    View Slide

  6. noahlearner twooctobers.com
    Building Content


    is hard.

    View Slide

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

    View Slide

  8. noahlearner twooctobers.com
    Topics keyword
    Vs

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

  13. noahlearner twooctobers.com
    Resources


    https://bit.ly/searchlove2022

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

  18. noahlearner twooctobers.com
    What is most
    profitable?

    View Slide

  19. noahlearner twooctobers.com
    What is a


    conversion worth?

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

  24. noahlearner twooctobers.com
    What is your


    sales process?

    View Slide

  25. noahlearner twooctobers.com
    How can


    content support


    the sales process?

    View Slide

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


    Data
    Create
    Topics

    View Slide

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


    we only know what
    they show us!

    View Slide

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

    View Slide

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

    View Slide

  30. noahlearner twooctobers.com

    View Slide

  31. noahlearner twooctobers.com

    View Slide

  32. noahlearner twooctobers.com

    View Slide

  33. noahlearner twooctobers.com

    View Slide

  34. noahlearner twooctobers.com
    Wikipedia

    View Slide

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


    - Kalicube Pro.

    View Slide

  36. noahlearner twooctobers.com

    View Slide

  37. noahlearner twooctobers.com

    View Slide

  38. noahlearner twooctobers.com
    Disambiguation!

    View Slide

  39. noahlearner twooctobers.com
    Related Topics!

    View Slide

  40. noahlearner twooctobers.com
    SERPs

    View Slide

  41. noahlearner twooctobers.com
    Get Related
    searches


    +




    People also ask

    View Slide

  42. noahlearner twooctobers.com
    Autocomplete

    View Slide

  43. noahlearner twooctobers.com
    What is it?

    View Slide

  44. noahlearner twooctobers.com

    View Slide

  45. noahlearner twooctobers.com

    View Slide

  46. noahlearner twooctobers.com
    Google Trends

    View Slide

  47. noahlearner twooctobers.com
    1. Enter Query


    View Slide

  48. noahlearner twooctobers.com
    1. Enter Query


    2. Edit Geo region to state.


    View Slide

  49. noahlearner twooctobers.com
    1. Enter Query


    2. Edit Geo region to state.


    3. Download Related Topics
    + Related queries CSVs


    View Slide

  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.

    View Slide

  51. noahlearner twooctobers.com
    That would never scale

    View Slide

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

    View Slide

  53. noahlearner twooctobers.com

    View Slide

  54. noahlearner twooctobers.com
    Related Queries


    from Google Trends.

    View Slide

  55. noahlearner twooctobers.com
    Steps


    - Get Data

    View Slide

  56. noahlearner twooctobers.com
    Steps


    - Get Data


    - Remove Irrelevant terms

    View Slide

  57. noahlearner twooctobers.com
    Steps


    - Get Data


    - Remove Irrelevant terms


    - Enrich with Keyword Metrics (via API)

    View Slide

  58. noahlearner twooctobers.com
    Steps


    - Get Data


    - Remove Irrelevant terms


    - Enrich with Keyword Metrics (via API)


    - Get More Data

    View Slide

  59. noahlearner twooctobers.com
    Human curation


    at each step


    is key.

    View Slide

  60. noahlearner twooctobers.com
    Bicycle

    View Slide

  61. noahlearner twooctobers.com
    22


    Search Terms

    View Slide

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

    View Slide

  63. noahlearner twooctobers.com
    139


    Search Terms

    View Slide

  64. noahlearner twooctobers.com
    974


    Search Terms

    View Slide

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

    View Slide

  66. noahlearner twooctobers.com
    4K+


    Terms

    View Slide

  67. noahlearner twooctobers.com
    Pump your brakes.

    View Slide

  68. noahlearner twooctobers.com
    4k Search terms


    =


    Messy Messy Data Viz.

    View Slide

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


    Data
    Create
    Topics

    View Slide

  70. noahlearner twooctobers.com
    Force Directed Tree


    STILL NOT THERE!

    View Slide

  71. noahlearner twooctobers.com
    Circle Packing


    CLOSER

    View Slide

  72. noahlearner twooctobers.com
    Sunburst

    View Slide

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

    View Slide

  74. noahlearner twooctobers.com
    Most SEOs would


    probably prefer this.

    View Slide

  75. noahlearner twooctobers.com

    View Slide

  76. noahlearner twooctobers.com
    Clustering Methods

    View Slide

  77. noahlearner twooctobers.com
    Manually works,


    but = many hours
    poring over
    spreadsheets.

    View Slide

  78. noahlearner twooctobers.com
    Google Keyword
    Planner

    View Slide

  79. noahlearner twooctobers.com
    a Great Idea


    from Nico Brooks

    View Slide

  80. noahlearner twooctobers.com
    1. Enter Query


    View Slide

  81. noahlearner twooctobers.com
    1. Enter Query


    2. Look at data


    View Slide

  82. noahlearner twooctobers.com
    1. Enter Query


    2. Look at data


    3. Add keyword ideas
    as ad groups


    View Slide

  83. noahlearner twooctobers.com
    1. Enter Query


    2. Look at data


    3. Add keyword ideas
    as ad groups


    4. Download Campaign


    View Slide

  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.

    View Slide

  85. noahlearner twooctobers.com
    SERP Similarity


    The current tooling
    gold standard.

    View Slide

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

    View Slide

  87. noahlearner twooctobers.com
    Engineering Challenges
    ARE SIGNIFICANT.

    View Slide

  88. noahlearner twooctobers.com
    Lee Foot’s Colab

    View Slide

  89. noahlearner twooctobers.com
    Feed it your CSV +


    it outputs them


    into useful clusters.

    View Slide

  90. noahlearner twooctobers.com
    Elias Dabbas


    @eliasdabbas
    creator of advertoolz library

    View Slide

  91. noahlearner twooctobers.com
    Using Regular Expressions,


    we can build a pretty useful
    customized classifier.

    View Slide

  92. noahlearner twooctobers.com

    View Slide

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

    View Slide

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


    Google Data Studio

    View Slide

  95. noahlearner twooctobers.com

    View Slide

  96. noahlearner twooctobers.com
    Clusters


    + their
    queries

    View Slide

  97. noahlearner twooctobers.com
    Intent


    (via API)

    View Slide

  98. noahlearner twooctobers.com
    Sub-Intent


    (via custom classifier)

    View Slide

  99. noahlearner twooctobers.com
    GSC
    Trends

    View Slide

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


    to find Content Gaps

    View Slide

  101. noahlearner twooctobers.com
    GSC
    Trends

    View Slide

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

    View Slide

  103. noahlearner twooctobers.com
    GSC
    Trends

    View Slide

  104. noahlearner twooctobers.com

    View Slide

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


    Bucketing


    (via GSC)

    View Slide

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


    Data
    Create
    Topics

    View Slide

  107. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals

    View Slide

  108. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals


    - have high search volume

    View Slide

  109. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals


    - have high search volume


    - have conversion intent


    View Slide

  110. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals


    - have high search volume


    - have conversion intent


    - and we can rank for.

    View Slide

  111. noahlearner twooctobers.com
    Target topics that:


    - align to Client Goals


    - have high search volume


    - have conversion intent


    - and we can rank for.

    View Slide

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

    View Slide

  113. noahlearner twooctobers.com
    What’s Next?

    View Slide

  114. noahlearner twooctobers.com
    Build Content briefs

    View Slide

  115. noahlearner twooctobers.com
    Publish Content

    View Slide

  116. noahlearner twooctobers.com
    Use GSC data


    to Optimize

    View Slide

  117. noahlearner twooctobers.com
    You gotta earn it.

    View Slide

  118. noahlearner twooctobers.com
    Resources


    https://bit.ly/searchlove2022

    View Slide

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

    View Slide