Keyword Research Ninja Tactics: Richard Baxter SEOgadget

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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.