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A bit about me
● Worked in digital for 7 years, SEO for 6
● Always agency, now platform
● Consultancy & training
● Warning!!! This presentation includes a lot of terrible stock photography
@kirsty_hulse
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Advanced Keyword Research
Understand your consumers and their purchase motivations
@kirsty_hulse
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The aim of keyword research is to find the top keywords that consumers are searching for in your market
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Keyword Search Volume
Keyword 1 10000Keyword 2 9000Keyword 3 8000Keyword 4 7000Keyword 5 6000keyword 6 5000Keyword 7 4000Keyword 8 3000Keyword 9 2000Keyword 10 1000Keyword 11 900Keyword 12 800Keyword 13 700Keyword 14 600Keyword 15 500Keyword 16 400Keyword 17 300
Competition
HighHighHighHighHighMediumMediumMediumMediumMediumMediumMediumMediumMediumLowLowLow
Est Traffic/Revenue
2000198010009008007006005004003002001009080706050
Group / Page
Landing Page 1Landing Page 1Landing Page 1Landing Page 1HomepageHomepageHomepageHomepageHomepageLanding Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 3Landing page 3
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But this isn’t good enough
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Our keyword research is reductive
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We’re not doing research, we’re just creating a ‘rankings wishlist’
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And it means we’re doing this
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Let me give you some examples
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‘gaming laptops’
28k per month search volume
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High CPCs
Hugely competitive
Top retailers & manufacturers capturing 68% share of search
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‘number’ inch gaming laptop
1.7k search volume
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Lower CPCs
Less competitive
Review sites have 59% share of search
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+ resolution2.4k search volume
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Very low CPCs
Less competitive
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Share of search from the biggest manufactures and
retailers?
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This is big brandsWorking with big agenciesMissing big opportunities
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So what’s the problem?
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People don’t search with keywords
Different people they search with intent
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The aim of keyword research is to align the right content to the right people at the right time
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How do we fix it?
● Understand the entire market● Understand social language● Categorise by topics and intent
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Understand the entire market
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Interesting
Reductive
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Understand social language
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How people search and share differs
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Lovely Excel keyword list here
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OK so we have a huge mega list of keywords - now what?
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Categorise by topics and intent
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Understand consumer journeys
What are the behavioural stages your consumers go through when getting to know your product, service and brand?
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GA gives us a lot of this
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http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
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Can you play games on a normal PC?
Best gaming PCs
Alienware gaming PC
Alienware deals
Alienware support
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Each keyword needs to be tagged according to behavioural moments to allow us to really identify the opportunity
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But wait…didn’t you just say we need thousands of keywords?
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http://labs.linkdex.com/term-tagger/
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This will take time
It will need manual review
But it’s worth it
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Do you currently have a good understanding of your consumers and their intent. If so, how do you use it?