the 7-step seo keyword research process by jon rognerud

“7 Easy Steps To Fast, Traffic Generating Keyword

Research That Rocks!”Jon Rognerud@jonrognerud

contact@jonrognerud.com(email with subject line: “SEMrush webinar question”)

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STOP! …

QUICK POLL #1(2 winners)

This is You…

1. Want to be found in search by the “right” prospects [targeted traffic]2. Seen as the authority with a unique, compelling message [offer]3. You want to sell more online (products & services) [conversions]

And… a positive representation for your brand (reputation)

And…You might be just starting out … or you’ve been at for a while

How Do I Achieve All That?

This Means…

You Know This…

And This…

seroundtable.com

And This…• Transactional• Informational• Navigational

And This…

…It means you start here:

1. Competitive Analysis & Market Research & Search Results Dissection2. Keyword Research and Analysis3. Create and optimize content, build authority + positioning + share-ability4. Unique message, optimize and testing your sales funnels5. Ensuring brand and product terms shown positively on the web

… BASICALLY…BUILD QUALITY ONLINE ASSETS AND DRIVE TRAFFIC!

You’re using these, right?

Tools of the trade – Keyword Research

• GKPT – Google Keyword Planner Tool• WT – Wordtracker• KD – KeywordDiscovery• GS – Google Suggest/Auto-complete • KT – Keywordtool.io• US – Ubersuggest.org

Tools of the trade – Keyword Research

• SBKT – SEOBook keyword tool• GTGA – Google Trends & Google Alerts• SC – Scrapebox• LTP – Long Tail Pro• KDT – Keyword difficulty tools (moz.com, browser toolbars, etc.) • AE – Answer engines (quora.com, answer.com, etc.)• OT – Other browser & desktop tools, scrapers & custom API apps

Warning: Controversy Ahead!

IDEA: It’s not about the tools(…at first)

IDEA: It’s not about the metrics (…at first)

So What Is It REALLY ABOUT?

QUICK POLL #2(2 winners)

First, it’s about: Psychology a.k.a. “user intent”• Metrics are important, but…• The human perspective is what you must dig deeper into (most don’t)

• Relevancy and consistent matching from clicks to content… THAT’S is the big SECRET• The searcher’s “$cent” is PARAMOUNT

• Combine and collect data: (start with what you know, not “industry trends”)• Surveys • Behavioral testing from visitors and path movement from asset to asset• Email marketing

• what else might the 20% who bought buy? • Why did 80% leave and not buy?• Behavioral adaptation of messages, content

• Informational, Transactional, Navigational search. What works for you?

RULE: “Know Thy Customer”

Secondly, Outside of the BOX thinking• Employees• Prospects• Partners• Sales team• Executives• Offline: Magazines, Trade Journals, Books

ASK: “HOW WOULD YOU SEARCH FOR _________ AND WHY?”

We’ll get back to that in a bit.

NOW, HERE ARE THE 7 STEPS…

Step 1 – where do you stand?

• Understand your position, message, differentiation and products• Current traffic and conversion data, competitive landscape• How prospects and customers find you, what’s working now

GET BASELINES IN PLACE

Step 2 – Competition and keyword demand• Research / analyze competition• What does it cost to buy traffic for those keywords• Range of estimates for what competitors are spending right now• You and competition ‘ranking’ data points (organic and paid)

Collect all the data

Step 3 – Your Content (The “gold”)

• What drives traffic and valuable interaction & conversions today?• Review of both existing and new content strategies

• Complete inventory & use internally and externally

Compile your lists (share with teams)

Step 4 – Internal pages

• What drives most clicks, conversions once visitor is on your page / site?• User behavior and “stickability” – what are the commonalities?• What keywords are being used, anchor texts, etc

What common behaviors exist and what creates user engagement?

Step 5 – External pages

• What referrers / links …• …provides highest traffic?• …provides highest conversions?

• What are others (competition/market) advertising, and what do their ads and (landing) pages look like?

• What keywords are they using?

What’s working here, and how can you leverage (new) partnerships?

Step 6 – Pages of missed opportunity• Review your analytics often• What pages are currently “under-served”?

• Draw a line over a time period on your web analytics• Review your ranking reports for pages beyond page 1

• “not provided” for organic, so more work to get correlations

Create new content and engage assets to get more visibility

Step 7 – Optimize user experience & relevancy• Ask + Surveys• UserTesting.com• Backend funnel optimization• Dig deeper into long tail keyword research• Write longer posts, 1500 words and up

• (Build authority and trust for both users and search engines)• Education based marketing

• Format and layout of pages and site usability, highly important!• “Theme” your website and build a strong navigation / architecture

How Do You Do All That?

Attention, Interest, Desire, Action

Problem, Agitate, Solve

Julia McCoy/LinkedIn

Message To Market Match(based on search criteria)

unbounce.com

UX Is Huge(Search Experience Optimization)

User Experience (UX) involves a person's behaviors, attitudes, and emotions about using a particular product system or service - Wikipedia

Content is King…but engagement is Queen

and she rules the house! @marismith

What – right now - can do that for your market?

From Click To Target – How well are you “aligned”?

(Ads, Title tags, links/anchor, images, videos, etc)

Beginner insights: “Site Audit” under “Tools”

IDEA: Use Facebook and “Pages Similar”

concept for “What” They “Like”….

(Add To Your Competitive Analysis Sheet)

IDEA: Use 3rd party data aggregators …like Acxiom. Create offers and check behavior, create new

content or optimize existing and supply those keywords.

1. Test with custom audiences from your existing Buyer’s lists and advertise on FB and LP’s

2. Track with conversion pixel and check backend data for conversion metrics and behavior

IDEA:

SEMrush

Compiled data from top 20 Google, Bing (US) results

Deep competitive landscape analysis

Discover profitable keyword for Organic & Paid

Get key data points for your website optimization

Ranking data over time

QUICK POLL #3(1 new winner)

GRAND PRIZE!

“7 Easy Steps To Fast, Traffic Generating Keyword

Research That Rocks!”Jon Rognerud@jonrognerud

contact@jonrognerud.com (email with subject line: “SEMrush webinar question”)

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