Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON
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London • 10–13 February 2014 • #SESLON @SESConf
Mining your Search Keyword & Social Data for New Revenue OpportunitiesAleyda Solis Head of Digital Strategy WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
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Search Keyword & Social Data Mining by @Aleyda from @WooRank
Identifying new revenue opportunities seems to be more complex! So many channels, devices, competitors and changes based on behavior.
What?!
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Google’s new Keyword Planner is harder to use and doesn’t give the same information
than before.
Not a surprise!
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Not provided killed a main source to follow-up and improve organic search keyword
performance.
Noooo!
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
It’s time to leverage all search and social, internal and external sources to identify new revenue
opportunities.
New Revenue Opportunities
Your Competitors
Search & Social Activity
Your Current Search & Social
Activity
Your Industry’s Audience
Search & Social Activity
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
https://www.google.com/webmasters/tools/
Identify terms & keywords variances already giving you visibility that you’re not targeting…
and new mobile search opportunities!
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Under the “Search Queries” report in Google Webmaster Tools, go to the Top Pages tab
directly.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Gather the relevant queries that give you impressions but with low CTR. Make sure to
optimize or expand your Web content with them.
Relevant keywords? Low CTR? Create specific content for them!
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Select the Mobile search filter, identify the keywords giving visibility per page and check if
they correctly match your mobile content.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Use a user agent switcher browser extension to easily verify your mobile search results.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
http://bit.ly/19edu34
http://mzl.la/LNj7tP
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Follow these mobile SEO guidelines to optimize your mobile targeted Web presence.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
http://slidesha.re/1iNuihC
http://bit.ly/1iDFpKq
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Make sure your content is correctly optimized for the Mobile SERPs to connect with your audience, maximize your visibility and CTR.
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Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
https://serpiq.com/
http://tools.seochat.com/tools/related-keywords-tool/
Obtain a massive amount of new keywords ideas relevant to your offering!
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Use SEOchat suggestion keyword finder to get relevant keywords ideas for your most
profitable keywords.
Google Suggests on Steroids
London | 10–13 February 2014 | #SESLON | @SESConf
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Search Keyword & Social Data Mining by @Aleyda from @WooRank
Download all the related keywords and aggregate them to build a consolidated
keyword list.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Use the previously identified keywords ideas to discover more using serpIQ and add them
to your consolidated keyword list.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Verify their level of competition, the competitors ranking for them already and their
characteristics.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Check them with the Google Keyword Planner too, to potentially identify additional
suggestions and have a search volume reference.
Be careful with search volume information
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Aggregate everything in your consolidated list, eliminate duplicates and prioritize the
most attractive terms from a profit to competition and search volume perspective.
New Revenue Opportunities
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Get the related keywords you’re still not targeting from your own competitors!
Search Keyword & Social Data Mining by @Aleyda from @WooRank
http://www.semrush.com/
http://www.similarweb.com/
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Browse through your industry’s top players traffic profile and search insights using SimilarWeb.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Discover which are the keywords that are giving traffic to your competitors and you’re
still not targeting.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Identify the keywords driving traffic per channel and search source: image, maps, news, videos,
organic and paid.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Expand your keywords with SEMrush with the phrase match and related keywords report from
your own domain and from your competitors.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Verify with SEMrush the potential search volume, level of competition and seasonality
for all of the identified keywords.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Optimize & expand your content with the keywords, prioritizing according to current status, profit
potential, search volume and competition level.
Do you already have product pages and content formats
optimized for these?
Search Keyword & Social Data Mining by @Aleyda from @WooRank
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
https://socialcrawlytics.com/
http://tribalytics.com/
Improve your social performance by learning from the shared content, popular networks, Twitter
communities & influencers in your industry.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Crawl your competitors and your own site with SocialCrawlytics to identify which are the most popular social networks among your audience.
Percentage of content shared per social
network
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Discover which has been the most shared content from your competitors and the amount
of shares per social network, vs. yours.
Most shared content in Social Networks
Anchor text used to link the most shared pages
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Use Tribalytics to identify your Twitter communities and influencers.
Influencers by Community
Topics & Location by Community
Your Twitter Communities
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Use NerdyData to find out which are the sites where your influencers collaborate with. Build your
own visibility by interacting there!
Where to hang with the influencers
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Now you know how to focus your content, with whom you should connect and where you should
do it to maximize your social performance.
The type of content your audience likes
to share
Which social network your audience uses
Which are your communities and
influencers
Where your influencers
collaborate and interact
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
http://simplymeasured.com/free-social-media-tools
Get to know the content format, topics and publishing time to maximize your Facebook
visibility and engagement.
http://likealyzer.com/
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Use Simply Measured free Facebook competitive analysis report to analyze your Facebook engagement stats vs. your competitors.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
See which have been their most popular Facebook posts and their performance vs. yours.
Now you know which post topics you should prioritize.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Download the reports to Excel where you can apply filters to them. Follow-up and archive
periodically to track advancement.
Learn which are the post formats that work better.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Check with LikeAlyzer which are the top performing pages in Facebook in your industry
and learn from them.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Review your page, your competitors & industry’s top performers to identify the existing gap
between them and how to improve.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Content formats and topics your
audience prefers in Facebook
Why your competitors get better results in
Facebook and how you can too
At what time you should post in
Facebook to maximize your
visibility
Now you know which steps to take to improve your engagement and reach in Facebook.
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
One last idea: Have you ever thought about going International? Check your current traffic
and potential search volume from abroad!
http://www.internationalseomap.com/
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
Gotta love the data we still have. It’s time to identify new revenue opportunities with them!
Your Current Search & Social
Activity Your Competitors
Search & Social ActivityYour
Industry’s Audience
Search & Social Activity
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
A small data gift: A profile from the UK targeted
Websites analyzed with WooRank.
Search Keyword & Social Data Mining by @Aleyda from @WooRank
http://www.woorank.com/state-wooweb-uk/
London | 10–13 February 2014 | #SESLON | @SESConf
@twitterhandle
Search Keyword & Social Data Mining by @Aleyda from @WooRank
You can download the slides from bit.ly/seslon-aleyda
Thank you! Do you have questions?
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