I've Got 99 Problems and a Keyword Ain't One!
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Not all keywords are created equal. Search engine results pages can look dramatically different depending on a searcher’s intent. This changes their search experience as well as how they discover and interact with your content. Discover how to take your keyword research to the next level as we take you on a journey through time and space drawing on Kwasi Studios’ study of search engine results pages for 2,000 keywords. You’ll learn to place proven keyword research techniques in the context of user journeys, intent and the diverse range of properties that form search engine results pages.
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I've Got 99 Problems and a Keyword Ain't One!
- 2. Follow along at: @WojKwasi #BigDigitalADL
- 3. “It all begins with words typed into a search box.”
- 5. Overview 1. Traditional Keyword Research (and how to do it in under a minute) 2. The Search Experience 3. SERP Formations Study (Bonus: 9 Key Optimisation Tactics)
- 6. * Why re-invent the wheel?
- 7. How keyword research works today IDEATION VALIDATION
- 8. Ideation Brainstorm / Generate lists of words
- 9. Validation Quantify terms – incl. volume, competition, difficulty
- 10. How can you do this better than anyone else?
- 11. Innovate 1. Come up with better ideas 2. Get better insights to find opportunities
- 13. Start with the Basics Make a list of your own keywords (Gather lists from clients / other resources)
- 15. Add Modifiers Commercial / Transactional
- 16. Local Modifiers
- 18. We now have our seed list
- 19. It’s time to Validate…
- 20. It’s time to Validate…
- 27. Answer The Public: Questions http://answerthepublic.com/
- 29. SEM Rush Competitor & Top Sites into Domain Overview / Organic Research https://www.semrush.com/au/info/empty/domain_organic/
- 30. Similar Searches + More
- 31. Question…
- 33. Keyword Research (in under a minute) 1. Save a SERP to your local machine e.g. https://www.google.com.au/search?q=burgers+adelaide 2. Rename to <keyword.html> e.g. burgers-adelaide.htm 3. Upload to ftp server 4. Go to Keyword Planner and enter URL e.g. http://www.kwasistudios.com/test/burgers-adelaide.html
- 34. Keyword Research (in under a minute)
- 35. Keyword Research (in under a minute)
- 36. Try it with Bing too…
- 38. * It’s all about the user
- 39. Next Level For better results than anyone else, you can’t just have better tools and techniques: You need a better process too.
- 40. Understanding Intent This traditional two-stage keyword research process misses 2 crucial stages at the beginning & end: Understand your searchers & understand the opportunities. IDEATION VALIDATION UNDERSTAND SEARCHER UNDERSTAND OPPORTUNITY
- 41. Understanding User Journeys AWARENESS CONSIDERATION DECISION
- 42. Understanding User Journeys Before you can start brainstorming keywords, you have to really understand what it is that’s driving your customers to search at every stage of their user journey. AWARENESS CONSIDERATION DECISION
- 43. Do they have an issue they need addressed? ISSUE AWARENESS CONSIDERATION DECISION
- 44. Have they clearly defined the issue and given a name to their need? ISSUE FIX AWARENESS CONSIDERATION DECISION
- 45. Have they decided on the fix and are ready to make a deal? ISSUE FIX DEAL AWARENESS CONSIDERATION DECISION
- 46. Understanding Motivations You need this to understand their motivations and understand the terminology they will use at each stage - these will become the themes/buckets you explore during the Ideation stage of keyword research.
- 47. Keywords themes based on motivations Stage Motivation Keywords Content Landing Pages Issue I want food quick because I’m hungry places that deliver in adelaide, fast food delivery Our Quick & Easy Food Options Delivered /fast-food-delivery- adelaide Fix I want a burger delivered burgers adelaide delivered, burger delivery adelaide Burger Delivery in Adelaide /burgers-adelaide- delivered Deal I want Woj Burger woj burgers adelaide, woj burgers delivered Woj Burgers – Quickest Used Salisbury Steak Delivery in Adelaide /contact
- 48. Alignment = The Search Experience
- 49. * Research just in…
- 50. Not all SERPs are created equal in 2017 It’s no longer 10 blue links https://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
- 51. So we studied 2,000 SERPs http://kwasi.co/serp2017
- 52. Why we did the SERP study We set out to identify the most probable compositions of Google SERPs for different keyword types and to identify key optimisation tactics for each formation. 1. What SERPs are most likely to look like and include for each type of keyword. 2. Best ways to work with the SERPs features to include them in our search strategies. http://kwasi.co/serp2017
- 53. Method: Identify Keyword Types Celebrity Name (as a practice swing: these results were the easiest to verify). Commercial Keywords + Brand Name Brand Name (global and very well-known companies) Commercial Keywords + Transactional modifier (e.g. “buy”) Brand Name (lesser known companies) Commercial Keywords + Location Brand Name + Location Question-Based Longtail Keywords Commercial Keywords (products or services) Statement-Based Longtail Keywords http://kwasi.co/serp2017
- 54. Method: Gather Keywords 10 keyword types 200 per keyword type 2,000 keywords http://kwasi.co/serp2017
- 55. Method: Deep Dive! Moz’s Keyword Explorer for rough list of feature types *didn’t tell us the most common “formation” for each keyword type Lots of manual deep diving! http://kwasi.co/serp2017
- 56. Celebrity Names e.g. Barrack Obama, Matt Damon, Dwayne Johnson, Caitlyn Jenner, Miley Cyrus http://kwasi.co/serp2017
- 60. Celebrity Names Big Juicy Knowledge Panel http://kwasi.co/serp2017
- 61. Big Brands – Little or no news e.g. Louis Vuitton http://kwasi.co/serp2017
- 62. Big Brands – Little or no news AdWords (Top) http://kwasi.co/serp2017
- 63. Big Brands – Little or no news Knowledge Panel http://kwasi.co/serp2017
- 64. Big Brands – Little or no news Site Links http://kwasi.co/serp2017
- 65. Big Brands - Newsworthy e.g. Deutsche Bank - In addition to Knowledge Panel there were Top Stories, Tweets and In-Depth Articles (no AdWords or Site Links) http://kwasi.co/serp2017
- 66. Lesser-Known Brands Similar to Big brands (little or no news): Knowledge Panel + extra Reviews http://kwasi.co/serp2017
- 67. Lesser-Known Brands Knowledge Panel (more local-centric) http://kwasi.co/serp2017
- 69. Brand Name + Location • 1 location = similar to lesser known brand • Multiple = local pack http://kwasi.co/serp2017
- 70. Brand Name + Location Local Pack http://kwasi.co/serp2017
- 71. Commercial: Generic, Branded & Transactional • e.g. mirrored wardrobe, jag watches, buy socks, cheap flights to bali • Some Ads Top, Ads (Shopping) Right, Knowledge Panels & Reviews http://kwasi.co/serp2017
- 72. Commercial: Generic, Branded & Transactional Shopping http://kwasi.co/serp2017
- 73. Commercial: Generic, Branded & Transactional Images http://kwasi.co/serp2017
- 74. Location Modified Commercial Keywords • E.g. divorce lawyers sydney, diamond rings adelaide, fresh flowers brisbane • Local Packs & Ads Top, Ads Bottom - Some had Ads (Shopping) Rights http://kwasi.co/serp2017
- 75. Question-Based Longtail Keywords • E.g. what will happen if trump wins, why does ice float • AdWords (top/bottom), Featured Snippets + Videos; Some showed Images + In-Depth Articles http://kwasi.co/serp2017
- 76. Question-Based Longtail Keywords Featured Snippet http://kwasi.co/serp2017
- 77. Question-Based Longtail Keywords Featured Snippet http://kwasi.co/serp2017
- 79. Statement-Based Longtail Keywords e.g. resume writing template, improve your credit score, christmas tree decorating ideas AdWords (top and bottom), Featured Snippets and Related Questions http://kwasi.co/serp2017
- 80. Statement-Based Longtail Keywords Featured Snippet http://kwasi.co/serp2017
- 81. Statement-Based Longtail Keywords Related Questions http://kwasi.co/serp2017
- 82. What this means for your KWR During your keyword research you need to observe the SERP formation and consider additional tactics as part of your SEO strategy
- 83. * Pssst... Write this down
- 84. 1. Insights
- 85. 2. Ideation
- 86. 3. Quantify
- 87. 4. Qualify
- 88. Keyword Research Today INSIGHTS IDEATION QUANTIFY QUALIFY Understand the searcher’s user journey Come up with killer keyword ideas Validate your ideas - where are the opportunities? Understand the opportunities in context of the search experience
- 89. Now you can get back to your other 99 problems