keyword research: the secret expert techniques you need to know

@JudithLewis

Ke yword Re s e a rch :

T he Se c re t Exp e r t T e c hn iques You N e e d to Know

@JudithLewis

@JudithLewis

@JudithLewis

➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and

integrated marketing campaigns - working with bloggers for link building

➡ Got on the Internet in 1986 at my school lab

➡ Working online with search since 1996

➡ Worked in-house within e-Commerce, Publishing & High Tech

➡ Have worked with Google (SEO for product sites), Orange, COI,

NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal,

Readers Digest, Bayer, Family Search, Amadeus, AMD, AmEx, TotalJobs,

Virgin.com, Virgin Startup, Zopa, Inspire Malibu & more

➡ Chosen as a founding Modern Muse, contributed to book “Pimp My Site”,

judge of the UK, US & European Search Awards, one of the SEO Chicks,

blog on Huffington Post & run MostlyAboutChocolate.com food blog

AM I

WhoObligatory slide !

Judith Lewis

@JudithLewis

@JudithLewis

I give chocolate

for *relevant*

questions

@JudithLewis

Keyword Research

@JudithLewis

Keyword research is

never a direct route from

start to finish – it is often

a twisting journey

@JudithLewis

Keyword Research Checklist

Research your own products

Look at the competition

Answer Questions

Use several tools

Verify everything using data

CHEAT

@JudithLewis

Focus on TOPICS not

Keywords

RankBrain & Humans

mean we need to optimize

differently

@JudithLewis 10@JudithLewis

@MostlyAboutChoc

Research Your Own Products

@JudithLewis

Research Your Own Products

Understand what people

call your product normally

Find ways that people

describe what you are

selling

Check AdWords keyword

tool to see what people

search for related to your

procuct

Make sure you understand

all ways people refer to

your product

@JudithLewis

Look at the Competition

@JudithLewis

Research Your Competitors

Look at their tactics

Steal their ideas

Do your research

Improve on what they

are doing

Understand your

audience

Become the thought

leader in your space

@JudithLewis

Understand the Questions

@JudithLewis

Within the keyword research should be a

number of keywords which are actually

questions people ask Google in volume such

as:

best speakers for live band

best sound system for restaurant

best waterproof speakers

best outdoor speaker

best line array speakers

best pa speakers

best cinema sound system

By helping people through answering this

question or perhaps even redefining the

question, visitors and awareness will

increase.

Fulfil a Need or Answer a Question

@JudithLewis

Answer

The

Public

.com

@JudithLewis

@JudithLewis

Search

Intent

.co.uk

@JudithLewis

Lists Do Well and Numbers Sell

Lists and numbers help to inspire

clicks and reads (as well as shares).

Make this more “Friday afternoon”

content which will achieve better

shares when people prepare to wind

down (or in media, Thursday

morning…)

Create less focused, more highly

sharable and linkable content,

utilising lists like “top 10 chocolate

bvrands” or “Over 50% of people

prefer dark chocolate but the real

reason why will surprise you…”

@JudithLewis

Use Several Tools

@JudithLewis

Some Keyword Spinning Tools

http://grepwords.com/

http://keywordshitterpro.com/

http://keywordsnatcher.com/

https://www.visualthesaurus.com/

http://grepwords.com/

http://soovle.com/

http://tools.seochat.com/tools/suggest-

tool/

http://www.longtailpro.com/

http://keywordsnatcher.com/

http://answerthepublic.com/

http://www.searchintent.co.uk

http://secockpit.com/http://ubersuggest.org/http://keywordtool.io/https://kwfinder.com/http://www.longtailpro.com/https://www.hittail.com/http://www.wordstream.com/keyword-suggestion-tool

https://adwords.google.com/ko/KeywordPlanner/Homehttp://www.keywordeye.com/http://www.wordtracker.com/https://serpiq.com/

@JudithLewis

@JudithLewis

Google Trends Helps Identify Stories of the Moment

@JudithLewis

As Well as Overall Seasonal Trends

@JudithLewis

Google Adwords Tool/Planner

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@JudithLewis

Google Adwords Tool/Planner

@JudithLewis

Verify Using Data

@JudithLewis

Google now recommends phrases as enhancements or extensions to the search someone does. This is a

valuable area to target as these are the suggestions Google is offering. Always do original research as well.

The below is an example of what is possible with keyword research.

Some target keywords include:

life expectancy with congestive heart failure

aha heart failure guidelines

end stage heart failure life expectancy

virus that causes heart failure

Possible alternative health targets:

juicing for congestive heart failure

vitamins for heart failure

yoga for congestive heart failure

Keyword Research

@JudithLewis

CHEAT

@JudithLewis

SEMRush

SEMRush

Paid tool

See what your competitors are ranking for i.e. what does <that

blogger I’m envious of> rank for *really*? Is that blogger *really*

getting all that traffic?

Add to seed keyword list for your keyword research – I mean, why

not?

Competitive insight if, you know, you have a business or something

but mainly I’m just nosey!

http://www.semrush.com/

@JudithLewis

@JudithLewis

@JudithLewis

SEMRush

@JudithLewis

SEMRush

@JudithLewis

@JudithLewis

You Can Stalk Me OnlineTwitter: @JudithLewis

@MostlyAboutChoc

LinkedIn: http://uk.linkedin.com/in/judithlewis

Google+: https://plus.google.com/+JudithLewis

Web: http://www.decabbit.com

Blog: http://MostlyAboutChocolate.com

SEO Blog: http://www.SEO-Chicks.com

HuffPost: http://www.huffingtonpost.co.uk/judith-lewis

...and the list goes on

@JudithLewis

T H AN K YOU FOR YOU R T I ME

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