![Page 1: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/1.jpg)
@jonoaldersonAdvanced Keyword Research
ADVANCED KEYWORD
RESEARCH
![Page 2: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/2.jpg)
@jonoaldersonAdvanced Keyword Research
Jono AldersonHead of Insight @
![Page 3: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/3.jpg)
@jonoaldersonAdvanced Keyword Research
people search*with keywords
![Page 4: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/4.jpg)
@jonoaldersonAdvanced Keyword Research
people search*with intent
![Page 5: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/5.jpg)
@jonoaldersonAdvanced Keyword Research
Good SEO is about good
intent-alignment
![Page 6: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/6.jpg)
@jonoaldersonAdvanced Keyword Research
Consumer intent
Business intent
Competitor intent
Understand the marketplace
![Page 7: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/7.jpg)
@jonoaldersonAdvanced Keyword Research
strengths, weaknesses, opportunities
changing & emerging trends
create, or inform, strategy
![Page 8: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/8.jpg)
@jonoaldersonAdvanced Keyword Research
So…
good, comprehensive,
effective keyword research
underpins good strategy
![Page 9: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/9.jpg)
@jonoaldersonAdvanced Keyword Research
But the process is broken
![Page 10: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/10.jpg)
@jonoaldersonAdvanced Keyword Research
Stakeholders often confuse
keyword research processes with
defining a 'ranking wishlist'
![Page 11: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/11.jpg)
@jonoaldersonAdvanced Keyword Research
“ Top 10 ‘golden’ keywords.
100 commercial priority terms.
Primary, secondary. Attack, defend.
This quarter’s tactical opportunities. ”
Easy to report on, to understand, to
challenge.
![Page 12: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/12.jpg)
@jonoaldersonAdvanced Keyword Research
This is a
TRAP.
![Page 13: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/13.jpg)
@jonoaldersonAdvanced Keyword Research
You don’t know
what you don’t
know.
![Page 14: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/14.jpg)
@jonoaldersonAdvanced Keyword Research
There is
money left on
the table.
![Page 15: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/15.jpg)
@jonoaldersonAdvanced Keyword Research
It breeds
bad behaviour.
![Page 16: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/16.jpg)
@jonoaldersonAdvanced Keyword Research
This happens because…
![Page 17: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/17.jpg)
@jonoaldersonAdvanced Keyword Research
1.
Lack of education,
experience or alternatives
![Page 18: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/18.jpg)
@jonoaldersonAdvanced Keyword Research
2.
Lack of tech, tools or
processes to utilise more
sophisticated approaches
![Page 19: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/19.jpg)
@jonoaldersonAdvanced Keyword Research
3.
The primary responsibility of senior
stakeholders to be in control, to
object, to push back
![Page 20: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/20.jpg)
@jonoaldersonAdvanced Keyword Research
And so…
“Keyword research” rarely
resembles research
![Page 21: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/21.jpg)
@jonoaldersonAdvanced Keyword Research
How do we fix this?
![Page 22: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/22.jpg)
@jonoaldersonAdvanced Keyword Research
• Get all the keywords in the market
• Categorise and classify by everything
• Slice and dice to identify the opportunity
• Get the buy in
• Monitor the results
![Page 23: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/23.jpg)
@jonoaldersonAdvanced Keyword Research
Getting all the keywords
![Page 24: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/24.jpg)
@jonoaldersonAdvanced Keyword Research
“Young Drivers Insurance”
6.6k monthly
searches
![Page 25: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/25.jpg)
@jonoaldersonAdvanced Keyword Research
But what about all of the... [variants, plurals, stems, synonyms, typos]
![Page 26: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/26.jpg)
@jonoaldersonAdvanced Keyword Research
Combine multiple sources.
And then keep going.
![Page 27: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/27.jpg)
@jonoaldersonAdvanced Keyword Research
Step one.
![Page 28: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/28.jpg)
@jonoaldersonAdvanced Keyword Research
Oh. Look.
266 “young drivers insurance” keywords...
![Page 29: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/29.jpg)
@jonoaldersonAdvanced Keyword Research
65k monthly searches
![Page 30: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/30.jpg)
@jonoaldersonAdvanced Keyword Research
£318k media value
![Page 31: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/31.jpg)
@jonoaldersonAdvanced Keyword Research
And the site in #2…
![Page 32: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/32.jpg)
@jonoaldersonAdvanced Keyword Research
13% of market
8k visits per month
£41k media value
![Page 33: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/33.jpg)
@jonoaldersonAdvanced Keyword Research
Hanging off a page with 121
words
…Which has no links
…and no shares
…on a tiny website
![Page 34: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/34.jpg)
@jonoaldersonAdvanced Keyword Research
![Page 35: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/35.jpg)
@jonoaldersonAdvanced Keyword Research
One off?
![Page 36: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/36.jpg)
@jonoaldersonAdvanced Keyword Research
“one day car insurance”
12k
![Page 37: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/37.jpg)
@jonoaldersonAdvanced Keyword Research
But also…
![Page 38: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/38.jpg)
@jonoaldersonAdvanced Keyword Research
“1 day car insurance”
6.6k
![Page 39: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/39.jpg)
@jonoaldersonAdvanced Keyword Research
“day car insurance”
2.4k
![Page 40: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/40.jpg)
@jonoaldersonAdvanced Keyword Research
“car insurance for a day”
1.9k
![Page 41: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/41.jpg)
@jonoaldersonAdvanced Keyword Research
“daily car insurance”
1.6k
![Page 42: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/42.jpg)
@jonoaldersonAdvanced Keyword Research
Etc.
![Page 43: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/43.jpg)
@jonoaldersonAdvanced Keyword Research
71k monthly searches...and the biggest brands have
<10% market share
![Page 44: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/44.jpg)
@jonoaldersonAdvanced Keyword Research
!!!
![Page 45: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/45.jpg)
@jonoaldersonAdvanced Keyword Research
Stop thinking about
individual keywords!
![Page 46: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/46.jpg)
@jonoaldersonAdvanced Keyword Research
Start thinking about…
Topics, intent and need
groups
![Page 47: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/47.jpg)
@jonoaldersonAdvanced Keyword Research
Some of the world’s biggest
brands, doing the most
sophisticated marketing only
track a few thousand keywords
![Page 48: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/48.jpg)
@jonoaldersonAdvanced Keyword Research
But this is only step one.
![Page 49: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/49.jpg)
@jonoaldersonAdvanced Keyword Research
Keyword research isn’t
about stumbling across a
hidden gem; it’s about
already having found and
classified them all, and
tactically picking
opportunities
![Page 50: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/50.jpg)
@jonoaldersonAdvanced Keyword Research
Categorise and classify
everything by everything
![Page 51: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/51.jpg)
@jonoaldersonAdvanced Keyword Research
1. Group by topic
2. Find behavioral clues
3. Add real-world context
![Page 52: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/52.jpg)
@jonoaldersonAdvanced Keyword Research
Horizontal classification
![Page 53: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/53.jpg)
@jonoaldersonAdvanced Keyword Research
What can I infer about
visitor intent?
![Page 54: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/54.jpg)
@jonoaldersonAdvanced Keyword Research
http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
![Page 55: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/55.jpg)
@jonoaldersonAdvanced Keyword Research
http://www.slideshare.net/carmenmardiros/getting-to-the-people-behind-the-keywords-16581811
![Page 56: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/56.jpg)
@jonoaldersonAdvanced Keyword Research
Where are my
competitors ranking?
…or outranking me?
![Page 57: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/57.jpg)
@jonoaldersonAdvanced Keyword Research
Where am I being
outranked by, say, media
– or highly commercial
content?
![Page 58: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/58.jpg)
@jonoaldersonAdvanced Keyword Research
When is this OK?
![Page 59: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/59.jpg)
@jonoaldersonAdvanced Keyword Research
Where do I have
executional advantage?
![Page 60: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/60.jpg)
@jonoaldersonAdvanced Keyword Research
All of this is quite
resource-intensive.
![Page 61: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/61.jpg)
@jonoaldersonAdvanced Keyword Research
And it’s big
(The mobile phone industry has ~ 150,000
keywords!)
![Page 62: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/62.jpg)
@jonoaldersonAdvanced Keyword Research
![Page 63: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/63.jpg)
@jonoaldersonAdvanced Keyword Research
And it changes…
Keywords, and topics, come and go.
![Page 64: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/64.jpg)
@jonoaldersonAdvanced Keyword Research
You’ve got the 30,000ft view
…but you’ve lost all agility.
![Page 65: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/65.jpg)
@jonoaldersonAdvanced Keyword Research
What if you could make
this MUCH easier?
![Page 66: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/66.jpg)
@jonoaldersonAdvanced Keyword Research
We’ve built a tool!
http://tools.jonoalderson.com/term-tagger/
![Page 67: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/67.jpg)
@jonoaldersonAdvanced Keyword Research
We’ve built a tool!
http://tools.jonoalderson.com/term-tagger/
![Page 68: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/68.jpg)
@jonoaldersonAdvanced Keyword Research
Now eyeball all of it.
![Page 69: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/69.jpg)
@jonoaldersonAdvanced Keyword Research
Export / Import / Pivot
Recombine and assess
![Page 70: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/70.jpg)
@jonoaldersonAdvanced Keyword Research
Identify the opportunity
![Page 71: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/71.jpg)
@jonoaldersonAdvanced Keyword Research
Use SEMrush, Linkdex, or your
favourite platform (and a whole
lot of Excel) to explore.
![Page 72: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/72.jpg)
@jonoaldersonAdvanced Keyword Research
“Phrases relating to our core
strengths, where visitors are early in
their buying cycle, where we don’t
have highly performing content”
Identify gaps which can be easily filled
![Page 73: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/73.jpg)
@jonoaldersonAdvanced Keyword Research
“Topic groups where we’ve got top 10
rankings, where are competitors are
weak, and where consumers are
actively researching with questions”
Use existing strengths to win
consumers
![Page 74: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/74.jpg)
@jonoaldersonAdvanced Keyword Research
“Types of language which indicates
high purchase intent, where we’re
outranked by competitors who don’t
rank for longer-tail queries”
Disrupt/intercept competitor buying
cycles
![Page 75: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/75.jpg)
@jonoaldersonAdvanced Keyword Research
Track & react over time
Refine your understanding of ‘the market’
![Page 76: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/76.jpg)
@jonoaldersonAdvanced Keyword Research
Get the buy-in
![Page 77: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/77.jpg)
@jonoaldersonAdvanced Keyword Research
It’s really easy to improve
performance for a group
of keywords which
everybody else is
ignoring, just by creating
content.
![Page 78: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/78.jpg)
@jonoaldersonAdvanced Keyword Research
Start small, aim big
![Page 79: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/79.jpg)
@jonoaldersonAdvanced Keyword Research
(But aim high enough to
get a result)
![Page 80: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/80.jpg)
@jonoaldersonAdvanced Keyword Research
150 words
0 links
0 likes
ROI ???
![Page 81: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/81.jpg)
@jonoaldersonAdvanced Keyword Research
22 likes
1 comment
0 links
ROI ???
![Page 82: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/82.jpg)
@jonoaldersonAdvanced Keyword Research
Pick an easy win.
Deploy proof-of-concept
tactics for small, un-
competitive niches
![Page 83: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/83.jpg)
@jonoaldersonAdvanced Keyword Research
Define success in terms
of improved intent-
alignment
![Page 84: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/84.jpg)
@jonoaldersonAdvanced Keyword Research
Survey on satisfaction
and task-completion rate
![Page 86: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/86.jpg)
@jonoaldersonAdvanced Keyword Research
Secure more budget and
support to try a small,
commercially valuable
niche
![Page 87: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/87.jpg)
@jonoaldersonAdvanced Keyword Research
Making this strategic
![Page 89: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/89.jpg)
@jonoaldersonAdvanced Keyword Research
![Page 90: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/90.jpg)
@jonoaldersonAdvanced Keyword Research
Process historical
performance
Model to compensate for
seasonality
Normalise outliers
Plan activity to generate results
Predict impactSet targets, get
buy-in
![Page 91: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/91.jpg)
@jonoaldersonAdvanced Keyword Research
![Page 92: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/92.jpg)
@jonoaldersonAdvanced Keyword Research
![Page 93: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/93.jpg)
@jonoaldersonAdvanced Keyword Research
Wrapping up
![Page 94: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/94.jpg)
@jonoaldersonAdvanced Keyword Research
Explore, evaluate and
track more keywords
![Page 95: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/95.jpg)
@jonoaldersonAdvanced Keyword Research
Categorise and classify in
order to start thinking
about topics
![Page 96: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/96.jpg)
@jonoaldersonAdvanced Keyword Research
Identify tactical
opportunities to
demonstrate
effectiveness
![Page 97: Going deep on keyword research in a sea of data](https://reader033.vdocument.in/reader033/viewer/2022052910/559b1f031a28abc2738b45c3/html5/thumbnails/97.jpg)
@jonoaldersonAdvanced Keyword Research
Build capitalising on
small scale, tactical
opportunities into a wider
strategy