keyword research ninja tactics
DESCRIPTION
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?
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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
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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
used
London
S3
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 1
6
11
16
21
26
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
ford
fie
sta
ford
fo
cus
peu
geo
t 1
06
peu
geo
t 2
06
ford
mo
nd
eo
peu
geo
t 3
06
focu
sfo
rd f
ocu
s rs
seco
nd
han
d f
ord
fo
cus
ford
ka
peu
geo
t 2
05
ho
nd
a s2
00
0p
euge
ot
30
7fi
at 5
00
fies
ta c
ars
gala
xyp
ors
che
94
4fo
cus
cars
mo
nd
eo c
ars
po
rsch
e 9
11
ford
gal
axy
alfa
ro
meo
14
7al
fa r
om
eo 1
56
peu
geo
t 2
07
peu
geo
t 4
06
ka c
ars
rove
r 2
00
fies
tafo
cus
rsvo
lvo
85
0tr
ansi
t va
nse
con
dh
and
fo
rd k
afo
rd r
ange
rp
euge
ot
40
7al
fa r
om
eo 1
59
mo
nd
eop
ors
che
92
8fe
rrar
i 59
9fi
esta
zet
ec s
saab
90
0fo
cus
stfo
rd s
-max
fies
ta s
tp
ors
che
96
81
06
gti
gala
xy 1
05
tran
sit
con
nec
tfe
rrar
i f4
30p
ors
che
92
4fe
rrar
i 30
8 kap
euge
ot
10
7re
nau
lt k
ango
op
euge
ot
30
8m
aser
ati 4
20
0al
fa r
om
eo 1
66
maz
da
323
saab
90
00fe
rrar
i 34
8fo
rd t
ran
sit
con
nec
ttr
ansi
t va
ns
fusi
on
ford
fu
sio
n
Sum ofAverageMonthly
Sum ofRanking
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 Location red 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
0
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
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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 YOU
@richardbaxter
Thanks for listening! Check out our blog at SEOgadget.co.uk for more actionable guides and tips – or hire
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