keyword research ninja tactics: richard baxter seogadget
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From the SEOgadget presentation archives. Keyword Research Ninja Tactics: from Richard Baxter at SEOgadget...TRANSCRIPT
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KEYWORD RESEARCH “NINJA” TACTICS
“Now you’ve got the data, what are you going to do with it?”
This presentation will give you the basic skills required to group and categorised different types of search terms. Understanding keyword groups is an important pre-requisite to
reliable site architecture planning
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THE PROBLEM WITH DATA
Anyone can make a list! How do you make data actionable for SEO?
...............................................................................................................................................................................................HOW DO YOU GET FROM KEYWORDS TO WEBSITES?
Home Page
Electrical
Laptops
TV
Blue Ray
Travel
Flights
Hotels
Holidays
Gifts
Birthday gifts
Gifts for him
Gifts for her
About
...............................................................................................................................................................................................WHAT IF YOU COULD GROUP THOSE KEYWORDS TOGETHER SO THEY MADE SOME ACTIONABLE
SENSE?
Action Condition Brand Model Colour Location
If you can group keywords together, you can spot priorities in search behaviour that might allow you to confidently construct a site architecture
Buy
usedLondonS3
Audi Black
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NOW YOU UNDERSTAND TOP SEARCH TERMS BY CATEGORY, YOU CAN MAKE DECISIONS ABOUT
YOUR WEBSITE
Action Condition Brand Model Colour Location
If you can group keywords together, you can spot priorities in search behaviour that might allow you to confidently construct a site architecture
buy
find
search
compare
locate
review
rate
used
new
second hand
London
Nottingham
Peterborough
S3
A3
X5
911
Audi
BMW
Porsche
Black
Green
White
Yellow
Blue
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THE SEARCH DEMAND CURVE
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TOP BRAND / MODEL SEARCH APRIL 2011
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000 1
6
11
16
21
26
Sum of Average Monthly
Sum of Ranking
Making a chart like this is just so insanely easy – Google “SEOgadget pivot charts” or follow this link:
http://seogadget.co.uk/how-to-make-a-pivot-table-and-chart-in-excel/
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KEYWORD STRATEGY
Brand Keywords[brand] + “For Sale”
“Buy Used” + [brand]“Used” + [brand][brand] + “Cars”
“Used” + [brand] + “Cars”
Brand Model Keywords[brand] + [model]
[brand] + [model] + “For Sale”“Used” + [brand] + [model]
“Buy Used”+ [brand] + “[model]”[brand] + [model] + “Deals”“Cheap” + [brand] + [model]
Spotting patterns in a comprehensive long tail is an important step to defining longer tail dynamic site templates
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AWESOME EXCEL QUERIES
FIND()find text within text – this will give you the start number of the string of characters you’re looking for
ISERROR()check whether a value is an error and return a false if there’s no error and true if there is
NOT()changes false to true and true to false
The trick with any Excel query is to play with each individual query string in turn. That way, when you build a nested query – you’ll know what to do if you need
to debug
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HOW DO I CATEGORISE MY KEYWORD DATA?
Colour Locationred london
black nottingham
white hull
green leeds
purple manchester
blue birmingham
silver glasgow
yellow edinburgh
Start by creating a table in MS Excel – call it “KWTYPES”
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{ARRAY FORMULAS}
“An array formula is a formula that works with an array, or series, of data values rather than a single data
value”
My Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
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ONE QUERY TO RULE THEM ALL
Our query checks across an array for strings that can be found in the keyword in cell A2. The result is FALSE, because there are no matches
{=NOT(ISERROR(FIND([KEYWORD-TYPES],$A2)))}
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THE END RESULT
ford fiesta black
blue corsa
black astra
ford fiesta silv
er
audi a4 black
black fiesta
audi a1 black
civic black
black bmw z4
green daewoo matiz
ford electric w
hite0
50
100
150
200
250
Total
With an ability to see keywords that belong to a group, you can make a decision about your content groups – what dynamic pages are justified by the existence
of search volume?
Action Condition Brand Model Colour Location
...............................................................................................................................................................................................INCREASE YOUR DATA – IIMPROVE YOUR PERSPECTIVE
Get a significantly more detailed viewpoint by:
- Downloading all of your analytics (scrape all search volumes)
- Use the suggest API to increase your KW list 10x
- Capture search engine ranking
- Build a sweet data set
It’s not possible to tell you how to do all of this in a 12 minute presentation – we’ve made it easy for you at tools.seogadget.co.uk
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WHY IS THIS AWESOME?
“How do people search for products in my industry?”
“What terms are most important to my site?”
“Where are the quick wins? [Low hanging fruit]”
“Are there any new types of search I didn’t know about?”
“What are my search priorities for traffic generation?”
“How do I group keywords into meaningful segments?”
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AWESOME TOOLS FOR DATA
Mergewords.com
Ubersuggest
Wonderwheel scraper
SEOgadget KW research
SMX London KW Tools Bundle
http://bit.ly/jai89j
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THANK [email protected]
@richardbaxter
Thanks for listening! Check out our blog at SEOgadget.co.uk for more actionable guides and tips – or hire us for SEO, Conversion Rate Optimisation and bespoke technology
consulting.