SHOPPING FOR KEYWORDS Charlie Williams 24th May 2017
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LIKE
Ques t i on .
W h y d o n ’ t y o u l i k e
d o i n g k e y w o r d
r e s e a r c h ?
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How do we expand categor ies in to
themat ic topics?
ECOMMERCE CONCEPTS?
Oppor t un i t y.
Standard keyword research gives you
s tandard targets
FIGHTING BIG NAMES
Oppor t un i t y.
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FINDING EXEMPLARS
Oppor t un i t y.
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moz.com/blog/tact ical -keyword-research- in -a-
rankbrain-wor ld/
INTENT > VOLUME
Oppor t un i t y.
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& mass re levancy is our tool for ranking
for more terms
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SEARCHTHE WHOLE
FUNNELB r e a k d o w n t h e
s t a g e s o f a w a r e n e s s & i n t e n t
TRADITIONAL FUNNEL
I n t e n t .
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customer journeymarketer.com/new-digi tal -
market ing- funnel -s tages/
SEARCH QUERY TYPES
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I n t en t .
getstat.com/blog/search-intent -conversion-
opt imizat ion/
Google’s Micro Moments ident i f ies 4 types of modern search in ten t
MODERN SEARCHES
I n t e n t .
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What does search query indicate they want, & how do we match i t?
MAPPING INTENT
I n t e n t .
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ENGAGEMENT EDUCATION
RESEARCH PURCHASE
I N F O R M A T I O N A L I N F O R M A T I O N A L / C O M M E R C I A L
C O M M E R C I A L I N V E S T I G A T I O N T R A N S A C T I O N A L
What does search query indicate they want, & how do we match i t?
MAPPING INTENT
I n t e n t .
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ENGAGEMENT EDUCATION
RESEARCH PURCHASE
C O N T E N T M A R K E T I N G / B R A N D A W A R E N E S S
C O N T E N T M A R K E T I N G / G U I D E
C O M M E R C I A L G U I D E S / C O M P A R I S O N T O O L S
C A T E G O R Y / P R O D U C T
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RESEARCHAUDIENCE
H o w o u r a u d i e n c e t a l k s a b o u t o u r p r o d u c t
What can we learn about our audience, & what
they’ l l search for?
THEIR MOTIVATION
Aud i en ce .
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P R O B L E M S T H E Y F A C E ? W H A T B O T H E R S T H E M ? W H A T I S T H E I R G O A L ?
W H A T C A N W E M A K E B E T T E R ?
Can we crowdsource new ways the publ ic might descr ibe us?
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Aud i en ce .
dejanseo.com.au/newtai l/
LET’S ASK THEM
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LET’S ASK THEM
Aud i en ce .
Can we crowdsource how the publ ic might
search for us?seedkeywords.com/
Find user -generated-content on your topic’s
common concerns
AUDIENCE FORUMS
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Aud i en ce .
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Aud i en ce .
copyhackers.com/wri te -copy -
amazon-review-mining/
CUSTOMER REVIEWS
CUSTOMER REVIEWS
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Aud i en ce .
copyhackers.com/wri te -copy -
amazon-review-mining/
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EXPERTISEINTERNAL
W h o a r e t h e e x p e r t s w i t h i n t h e b u s i n e s s ?
Who are the exper ts wi th in the bus iness?
INSIDER KNOWLEDGE
Expe r t s .
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C U S T O M E R S E R V I C E S
C O M M O N I S S U E S
Who are the exper ts wi th in the bus iness?
Expe r t s .
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S A L E S T E A M
B A R R I E R S
INSIDER KNOWLEDGE
Who are the exper ts wi th in the bus iness?
Expe r t s .
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S H O P F L O O R T E A M S
A U D I E N C E G O A L S
INSIDER KNOWLEDGE
Si t down wi th the exper ts and have se t ques t ions to
ask
Expe r t s .
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YOUR BEST TOOL
Find the problems others are a l ready ask ing & the
language used
SCRAPE AMAZON
P rob l ems .
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Use keyword tools to f ind search quer ies wi th
ques t ion in ten t
ANSWER THE PUBLIC
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P rob l ems .
answer thepubl ic.com/
Use keyword tools to f ind search quer ies wi th
ques t ion in ten t
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P rob l ems .
moz.com/explorer/keyword/
ANSWER THE PUBLIC
Use keyword tools to f ind search quer ies wi th
ques t ion in ten t
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P rob l ems .
www.storybase.com
ANSWER THE PUBLIC
Use the PAA feature to bui ld pic ture of topic
PEOPLE ALSO ASK
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P rob l ems .
getstat.com/blog/people-also-ask/
Scraping for var iants of in ten t & commercia l
long- ta i l te rms
GOOGLE SUGGEST
Seed l i s t s .
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www.inf ini tesuggest.com
Use modi f iers & wi ldcards (*) to f ind
re levant ou tcomes
GOOGLE SUGGEST
Seed l i s t s .
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keywordtool. io
Dig in to commercia l angles to f ind var iants
wi th in your topic
RELATED SEARCHES
Seed l i s t s .
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Try out the ad group sugges t ions for ins ight in to Google’s themes
KEYWORD PLANNER
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Seed l i s t s .
Keyword tools he lp us see what i s a l ready seen
as a topic
EXISTING TOPICS
Seed l i s t s .
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ahrefs.com/blog/keyword-research/
Keyword tools he lp us see what i s a l ready seen
as a topic
EXISTING TOPICS
Seed l i s t s .
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ahrefs.com/blog/keyword-research/
COOK WITH APIS
Seed l i s t s .
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www.ranktank.orggreenlanemarket ing.com/tools/topic -oppor tuni ty -
f inderx/
www.dist i l led.net/resources/how-to-use-semrush- for-
competi t ive-keyword-research/
Seed l i s t s .
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100 1000 KEYWORDS
Bui ld an idea of the market avai lable
for your topic
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There’s no *r ight* way to do research, so
exper iment & dig deeper
SAME IN = SAME OUT
T LDR .