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Into the Great Unknown - MozCon

Into the Great Unknown - MozCon

In this deck that I delivered at MozCon on July 11, 2022 I took the audience on a three pronged deep dive into topic clustering, innovation work at https://branch.tools / SEO toolbuilding and how to get ahead working in digital.

I shared all kinds of free SEO tools that I built, as well as a cool observablehq tool to look at the output of a set of topic clusters that I built with a combination of Google Trends, Google Sheets, DataForSEO, Semrush API and Google Cloud Functions.

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Noah Learner

August 02, 2022
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  1. noahlearner #MozCon branch.tools

  2. noahlearner #MozCon branch.tools You gotta earn it.

  3. noahlearner #MozCon branch.tools GSC (inside out)

  4. noahlearner #MozCon branch.tools We’d only solved some of the problems.

  5. noahlearner #MozCon branch.tools GSC (inside out) ??? (Outside in)

  6. noahlearner #MozCon branch.tools Building content is hard.

  7. noahlearner #MozCon branch.tools Especially when there’s no data.

  8. noahlearner #MozCon branch.tools Topics keyword Vs

  9. noahlearner #MozCon branch.tools a topic = a subject. It’s the

    thing you’re writing about.
  10. noahlearner #MozCon branch.tools a keyword = an important word used

    while talking about a subject.
  11. noahlearner #MozCon branch.tools Keyword Research isn’t the answer.

  12. noahlearner #MozCon branch.tools Resources https://bit.ly/MozCon2022

  13. noahlearner #MozCon branch.tools Here’s our process.

  14. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Choose Topics
  15. noahlearner #MozCon branch.tools Who is your ideal customer?

  16. noahlearner #MozCon branch.tools What services do you offer?

  17. noahlearner #MozCon branch.tools What is most profitable?

  18. noahlearner #MozCon branch.tools What is a conversion worth?

  19. noahlearner #MozCon branch.tools How do you make money?

  20. noahlearner #MozCon branch.tools When do you make your money?

  21. noahlearner #MozCon branch.tools Where do you make your money?

  22. noahlearner #MozCon branch.tools What questions are tied to conversions?

  23. noahlearner #MozCon branch.tools What is your sales process?

  24. noahlearner #MozCon branch.tools How can content support the sales process?

  25. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Create Topics
  26. noahlearner #MozCon branch.tools We don’t know what Google knows, we

    only know what they show us!
  27. noahlearner #MozCon branch.tools Google shows us relationships in a few

    places.
  28. noahlearner #MozCon branch.tools Knowledge Graph Search API, the SERPs, autocomplete,

    KWP data & Google Trends.
  29. noahlearner #MozCon branch.tools

  30. noahlearner #MozCon branch.tools

  31. noahlearner #MozCon branch.tools

  32. noahlearner #MozCon branch.tools

  33. noahlearner #MozCon branch.tools Wikipedia

  34. noahlearner #MozCon branch.tools Wikipedia makes up over 67% of the

    sources for tracked Knowledge Panels. - Kalicube Pro.
  35. noahlearner #MozCon branch.tools

  36. noahlearner #MozCon branch.tools

  37. noahlearner #MozCon branch.tools Related Topics!

  38. noahlearner #MozCon branch.tools SERPs

  39. noahlearner #MozCon branch.tools Get Related searches + People also ask

  40. noahlearner #MozCon branch.tools Autocomplete

  41. noahlearner #MozCon branch.tools What is it?

  42. noahlearner #MozCon branch.tools

  43. noahlearner #MozCon branch.tools

  44. noahlearner #MozCon branch.tools Google Trends

  45. noahlearner #MozCon branch.tools 1. Enter query

  46. noahlearner #MozCon branch.tools 1. Enter query 2. Edit geo region

    to state.
  47. noahlearner #MozCon branch.tools 1. Enter query 2. Edit geo region

    to state. 3. Download Related topics + Related queries CSVs
  48. noahlearner #MozCon branch.tools 1. Enter query 2. Edit geo region

    to state. 3. Download Related topics + Related queries CSVs 4. Add the terms to our Google Sheet.
  49. noahlearner #MozCon branch.tools That would never scale

  50. noahlearner #MozCon branch.tools You can get the data with APIs.

  51. noahlearner #MozCon branch.tools

  52. noahlearner #MozCon branch.tools Related Queries from Google Trends.

  53. noahlearner #MozCon branch.tools Steps - Get Data

  54. noahlearner #MozCon branch.tools Steps - Get data - Remove irrelevant

    terms
  55. noahlearner #MozCon branch.tools Steps - Get data - Remove irrelevant

    terms - Enrich with keyword metrics (via API)
  56. noahlearner #MozCon branch.tools Steps - Get data - Remove irrelevant

    terms - Enrich with keyword metrics (via API) - Get More Data
  57. noahlearner #MozCon branch.tools Human curation at each step is key.

  58. noahlearner #MozCon branch.tools Bicycle

  59. noahlearner #MozCon branch.tools 22 Search Terms

  60. noahlearner #MozCon branch.tools After 2 cycles it’s getting useful.

  61. noahlearner #MozCon branch.tools 139 Search Terms

  62. noahlearner #MozCon branch.tools 974 Search Terms

  63. noahlearner #MozCon branch.tools Within 15 minutes you can build something

    extraordinary.
  64. noahlearner #MozCon branch.tools 4K+ Terms

  65. noahlearner #MozCon branch.tools Pump your brakes.

  66. noahlearner #MozCon branch.tools 4k search terms = messy messy data

    viz.
  67. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Create Topics
  68. noahlearner #MozCon branch.tools Force Directed Tree STILL NOT THERE!

  69. noahlearner #MozCon branch.tools Circle Packing CLOSER

  70. noahlearner #MozCon branch.tools Sunburst

  71. noahlearner #MozCon branch.tools Could this help get buy in?

  72. noahlearner #MozCon branch.tools Most SEOs would probably prefer this.

  73. noahlearner #MozCon branch.tools

  74. noahlearner #MozCon branch.tools Clustering Methods

  75. noahlearner #MozCon branch.tools Manually works, but = many hours poring

    over spreadsheets.
  76. noahlearner #MozCon branch.tools Google Keyword Planner

  77. noahlearner #MozCon branch.tools A great idea from Nico Brooks

  78. noahlearner #MozCon branch.tools 1. Enter query

  79. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

  80. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

    3. Add keyword ideas as ad groups
  81. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

    3. Add keyword ideas as ad groups 4. Download campaign
  82. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

    3. Add keyword ideas as ad groups 4. Download campaign 5. Use it to guide SEO topics.
  83. noahlearner #MozCon branch.tools SERP Similarity The current tooling gold standard.

  84. noahlearner #MozCon branch.tools Use machine learning to compare search results

    to cluster search terms into groups or clusters.
  85. noahlearner #MozCon branch.tools Engineering Challenges ARE SIGNIFICANT.

  86. noahlearner #MozCon branch.tools Lee Foot’s Colab

  87. noahlearner #MozCon branch.tools Feed it your CSV + it outputs

    them into useful clusters.
  88. noahlearner #MozCon branch.tools Elias Dabbas @eliasdabbas creator of advertoolz library

  89. noahlearner #MozCon branch.tools Using Regular expressions, we can build a

    pretty useful customized classifier.
  90. noahlearner #MozCon branch.tools

  91. noahlearner #MozCon branch.tools Find your way to explore the data

    that works for you!
  92. noahlearner #MozCon branch.tools For me, easy analysis = Google Data

    Studio
  93. noahlearner #MozCon branch.tools

  94. noahlearner #MozCon branch.tools Clusters + their queries

  95. noahlearner #MozCon branch.tools Intent (via API)

  96. noahlearner #MozCon branch.tools Sub-Intent (via custom classifier)

  97. noahlearner #MozCon branch.tools GSC Trends

  98. noahlearner #MozCon branch.tools Compare your search terms to GSC to

    find content gaps
  99. noahlearner #MozCon branch.tools GSC Trends

  100. noahlearner #MozCon branch.tools This analysis was a piece of cake

    in count.co
  101. noahlearner #MozCon branch.tools GSC Trends

  102. noahlearner #MozCon branch.tools

  103. noahlearner #MozCon branch.tools thanks to @jroakes for the framing. Position

    Bucketing (via GSC)
  104. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Create Topics
  105. noahlearner #MozCon branch.tools Target topics that: - align to client

    goals
  106. noahlearner #MozCon branch.tools Target topics that: - align to client

    goals - have high search volume
  107. noahlearner #MozCon branch.tools Target topics that: - align to client

    goals - have high search volume - have conversion intent
  108. noahlearner #MozCon branch.tools Target topics that: - align to client

    goals - have high search volume - have conversion intent - and we can rank for.
  109. noahlearner #MozCon branch.tools Target topics that: - align to client

    goals - have high search volume - have conversion intent - and we can rank for.
  110. noahlearner #MozCon branch.tools Build internal links to match the related

    queries we found in Trends.
  111. noahlearner #MozCon branch.tools What’s Next?

  112. noahlearner #MozCon branch.tools Build content briefs

  113. noahlearner #MozCon branch.tools Publish content

  114. noahlearner #MozCon branch.tools Use GSC data to optimize

  115. noahlearner #MozCon branch.tools You gotta earn it.

  116. noahlearner #MozCon branch.tools You gotta earn it.

  117. noahlearner #MozCon branch.tools Resources https://bit.ly/MozCon2022

  118. noahlearner #MozCon branch.tools Stay in touch! noah@twooctobers.com linkedin.com/in/noahlearner/ @noahlearner @thekraken