This document provides guidance on conducting keyword research. It discusses the importance of keywords for tracking search engine performance and outlines a 4-stage process: 1) Extract keywords from Google Search Console, website content and competitors; 2) Add metrics like source, category, search volume and rank; 3) Expand the keyword list using tools and by researching competitors; 4) Optimize the list by removing irrelevant keywords, sorting by metrics, and filtering out uncompetitive or unrealistic keywords. The key lessons are to focus on relevancy, tag keywords as research is done, avoid bulk importing keywords, and have realistic expectations.
Influencing Discovery, Indexing Strategies For Complex WebsitesDan Taylor
Google is making an assumption about the page's quality based on other pages on the domain. Their classifications are based on URL patterns and website architecture.
As a result, moving these pages from "awareness" to the crawl queue can be de-prioritized based on the lack of quality they have found on similar pages.
Content Design & its Role in SEO and Accessibility [BrightonSEO Spring 2023]Chloe Smith
The document discusses how content design impacts SEO and accessibility. It explains that content design means delivering information in the optimal format for users and search engines. It also discusses how users typically scan content in an "F" pattern and how to design content using headings, short paragraphs and other formatting to match this pattern. Well-designed content that provides a good user experience will be rewarded by Google through improved search rankings and user trust. Accessible content design benefits both disabled users and search engines by following best practices like using plain language and clear structuring.
This document discusses the value and uses of hyperlinks. It explains that hyperlinks can help understand a person's influence, interests, and peers. Hyperlinks also allow you to find influencers around a topic or identify the authors of a news site. The key takeaway is that having access to true link data and understanding how to analyze link information can provide new insights.
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham Br...BethBarnham1
In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
How to get more traffic with less content - BrightonSEOAnna Gregory-Hall
I want you to go away after this with a really clear view on why less definitely is more, what you can do to decide what actually is too much content to have on your site, and how to go about reducing the number of pages you’ve got.
Ultimately, you’re here to find out how to reduce the amount of work you have to do in the long-run to get the same amount or more traffic.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
Google conducts 800,000 experiments and improvements to search annually to optimize search results for users. In 2021 alone, Google made 5,000 improvements to search. As of August 2022, 92% of all search queries are handled by Google. The document then provides an in-depth overview of how to conduct a comprehensive search engine optimization (SEO) analysis, including competitor analysis, entity analysis, sentiment analysis, search intent analysis, language use analysis, and rank analysis. It recommends leveraging tools like Google APIs, Data for SEO, and GPT-3 to automate the analysis and provide classifications. The analysis is intended to guide content and keyword strategy execution rather than replace it.
Brighton SEO - Luis Bueno Tabernero - How to do an ASO Audit like in the 90's...Luis
Do you want to learn how to do an ASO Audit? Luis Bueno Tabernero, SEO & ASO Consultant, tells you step by step how to analyse an app from ASO perspective thanks all he learned watching 90's movies.
This document discusses how to control Googlebot's crawling of a website. It notes that Googlebot often does not crawl all pages of large websites due to limited crawl budgets. It recommends analyzing website logs and other metrics like pages crawled, indexed, ranked, impressions, clicks and conversions to understand Googlebot's behavior. The key factors that influence Googlebot are described as the "magic triangle" of links, content, and technical aspects. All three need attention to help Googlebot fully crawl and index a website.
Crawl budget refers to the number of pages a site is allowed to request that Google crawls on a daily basis. It is important because exceeding the crawl budget can lead to pages not being indexed. The document provides tips on how to identify a site's current crawl rate, issues impacting crawl budget like errors and duplicate content, and strategies for optimizing demand and capacity such as improving site speed and creating fresh content regularly. The goal is identifying any crawl issues and optimizing the crawl budget to have the most important pages indexed.
This document provides tips for knowledge service businesses to have profitable client projects even during an economic recession. It emphasizes focusing on fundamentals like tracking billable time to ensure at least 75% utilization, creating processes to scale the business, leading a team effectively, and overcommunicating with clients. Mastering these areas through attitude and the right tools can help a founder navigate difficult times, as an individual cannot achieve everything and needs systems in place.
Core Web Vitals Audit - Sophie Gibson - PDF - BrightonSEO.pdfSophie Gibson
This document outlines a 4-step process for conducting a Core Web Vitals audit: 1) Benchmark key pages by measuring LCP, FID, and CLS metrics, 2) Investigate audit results to understand issues, 3) Test optimization changes and re-measure metrics, 4) Prioritize fixes based on impact and effort required. The goal is to identify opportunities to improve load performance and user experience.
Internal Linking - The Topic Clustering Way edited.pptxDixon Jones
This document discusses internal linking strategies and techniques. It begins by explaining the benefits of connecting entities within content, rather than just words, and translating those connections into internal links. It then provides an overview of technologies like PageRank, the reasonable surfer algorithm, topical PageRank, chunking, and natural language processing that search engines use to understand contexts and how those ideas can be applied to internal linking at scale. Specific options for approaches to internal linking existing pages are also outlined.
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks
This document discusses how AI and automation can revolutionize the SEO value chain. It argues that AI can enable a symbiotic relationship between SEO strategy and technical implementation by powering automated competitive analysis, strategy suggestions, and one-click fixes. This represents a new approach that can improve time-to-market and optimize implementation timescales through a no-code model.
brightonSEO - Stress Is Contagious Don't Catch It From Your ClientsKathryn Monkcom
Agencies are made up of people. Client teams are made up of people. And people have A LOT of emotions. Juggling other people’s fears, needs and stresses is exhausting and yet, if you care about your work, you do it every day.
You’ll leave this talk with psychologically-backed coaching techniques you can use in your professional interactions to stop other people’s drama clouding your judgement and affecting your mood at work and at home.
[BrightonSEO October 2022] On-page SEO: from intention to conversionFelipe Bazon
In this talk from BrightonSEO October 2022 you will learn how to use the Conversion Index, Topical Authority and the Skyscraper Technique to really optimise for the user.
MANGOOLS IS THE BEST INVESTMENT WEBSITEzararahmad3
The document discusses guidelines for creating effective evergreen content for SEO purposes. It defines evergreen content as topics that retain consistent interest over time and focuses on timeless advice rather than timely information. It provides examples of evergreen topics and content types, and emphasizes that evergreen topics target common problems people face repeatedly. The document outlines steps for finding suitable evergreen keywords and provides tips for writing evergreen content, including covering topics thoroughly, avoiding time-bound details, and keeping content unified rather than split across pages.
From Alex Wolk at WordCamp St. Louis 2012: covers shortcuts to keyword research and implementing the Yoast SEO Plugin. Visit us at http://www.insiteadvice.com
This document provides an overview of SEO strategies and tactics for online courses and membership sites in 2018. It discusses focusing on brand keywords to own the search engine results page for a brand, creating targeted keyword content, optimizing click-through rates on search and social media through better titles and copy, tracking analytics to measure success, optimizing on-page SEO, and simple link building techniques like claiming social profiles, citations, and getting on podcasts. The goal is to take a more holistic approach to SEO through principles, goals, tactics, content, and engagement.
Find Profitable Keywords In Less Than 5 Minutes Without Spending AnythingFervil Von Tripoli
Mastering keyword research? Here's a very detailed guide on how to find those profitable keywords and niches with low competition.
Find amazing ways to outwit your competitors and win larger share in organic traffic. :)
More detailed keyword researching techniques at http://bit.ly/1dFkFUz
Search Marketing For Travel - ABTA | 2019Alex Wright
Slides from a session I delivered at an ABTA event in 2019. The session was split into two sections, one covering technical SEO, and one covering content.
1) The webinar discussed 7 common PPC best practices that can go wrong, including over-expanding keyword lists, relying too heavily on industry terms in keyword research, waiting too long for data before making testing changes, copying competitor ads without customization, focusing efforts only on the largest search engine instead of where returns are highest, using overly broad negative keywords, and always playing it safe without experimenting.
2) Attendees were encouraged to implement best practices wisely, conduct their own keyword research beyond industry terms, have confidence in testing and move on from tests sooner, customize ads to highlight their own unique value propositions, and track returns across all advertising venues to focus efforts where they are most profitable.
Developments by Google from the Panda update in 2011 to the rollout of RankBrain and recent changes in the Adwords Keyword Planner...the writing's on the wall - it’s time SEOs have a new strategy for content.
Going after single keywords based on search volume is a strategy only the big brands can achieve, and even they are having difficulties with that approach nowadays. Whether you work for a big brand or a local startup, SEOs need strategies and tools to handle the advancements of Google and create great content.
In this presentation, Nicole Hess shares the tools and processes that she and the team at her agency, Greenlane Search Marketing, use to research topics, search intent and semantics.
Covered are the main steps to their processes, examples, and a Greenlane custom tool that has cut our research time by 375% (no joke, you’ll see!).
Specifically included are:
1. Intro and status check on SEO research: What are you really trying to find?
2. Think Outside the Keyword Box: Creative brainstorming.
3. Topics: Getting data behind topics and the keywords that fuel them.
4. Know your competition: Defining the topics your competitors are strong at.
5. Search intent discovery: From purchases to research and comparison, identify what content the searcher wants to find.
Ditch the Keyword Based SEO Content StrategyNicole Hess
Focusing on quality content rather than churning out blog post after blog post appears to be agreed upon by most, yet when it comes to action, a different story often emerges. SEOs still receive requests to, “find a keyword that we can create a blog for” and slightly more evolved, “tell me how many blogs it will take to rank for this one keyword.”
Instead of following these requests it’s time we explore the needs of our clients and develop the strategies that will deliver on them. To do this, I share five methods I’ve used with clients to move from a keyword based approach to a topic and intent strategy.
This document provides an overview of search engine optimization (SEO) strategies for startups. It discusses what SEO is, why it is important, and how to effectively do SEO to increase organic traffic. Key recommendations include conducting thorough keyword research, optimizing on-page elements like titles, meta descriptions and internal linking, and answering strategic questions before focusing on specific SEO tactics.
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
Fresno WordPress Meetup - 7 Basic SEO questionsRichard Sargent
This meetup was hosted at Bitwise South Stadium in Fresno, CA. You can find out more information about our meetup at http://www.meetup.com/Fresno-WordPress-Meetup.
The presenter is Richard Sargent. You can find more information about his company at EditLLC.com or you can email him - Richard@EditLLC.com . They're partnered with a Social Media / SEO company called Moore Than SEO - MooreThanSEO.com
I hope you enjoy :)
Matthew Sauer is the Head of Paid Media at Search Factory | iProspect in Brisbane, Australia. He has over 5 years of experience managing paid advertising campaigns for large Australian brands. In this presentation, he will cover keyword research processes, campaign structuring, and writing effective ad copy. For keyword research, he discusses creating seed terms, expanding keywords using tools, refining terms through competitor analysis and identifying opportunities. For campaign structure, he recommends segmenting campaigns by themes and objectives.
Google uses various algorithms and factors to determine search results, including keywords, LSI keywords, EMD, and page layout. Keywords should be chosen based on search volume, with "best" keywords having under 20 monthly searches, "medium" under 100, and "high" under 500. LSI keywords are correlated topic words that help determine content quality and relevance. The EMD method of using an exact match domain name to the business can help with ranking. Search operators like "allintitle" can aid in keyword research.
Have you wondered why your nice shopping cart site's pages aren't ranking.
It probably took some time to build the entire site - and you're scratching your head about why the search engines aren't ranking you pages at all.
We know why : It's about the content of those page - and we're going to tell you how to fix it.
Listen to the Podcast or hear us at 3pm EST on 95.9FM and 950am.
SEO for Online Startups - Small Business Festival Victoria 2015Optimising
This document provides an overview of an SEO agency called Optimising and their services. It discusses their experience and specializations in SEO, Google AdWords, Facebook advertising, website development, and custom projects. It then covers various on-page and off-page optimization strategies like keyword research, on-page SEO, local SEO using Google Maps, and different link building approaches like creating useful content, joining industry groups, leveraging existing relationships, and mining existing mentions.
This document provides an overview of search engine optimization (SEO) fundamentals. It discusses how search engines like Google work, key ranking factors like keywords, content, links and social media. It emphasizes the importance of natural, high-quality content and links over manipulative tactics. The document also covers how to evaluate SEO companies and stresses that SEO requires ongoing effort to see results.
Similar to Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021 (20)
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdfTop Klickz
Managing payroll in SMEs can indeed be challenging, but there are several effective strategies to solve common problems.
Invest in robust payroll software that automates calculations, tax deductions, and compliance requirements. This reduces errors and saves time.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
In 2024, digital marketing is not just an optional strategy for businesses; it's a fundamental component of any successful marketing plan. The rapid evolution of technology and changing consumer behaviors have made digital marketing more critical than ever. Here’s why digital marketing is indispensable in 2024 and how digital marketing agency can propel your business to new heights.
EyekooTech is committed to helping businesses navigate the complexities of digital marketing. Whether you're a small startup or a large enterprise, our innovative strategies and data-driven approach can elevate your brand and connect you with your target audience.
Account Based Marketing best practices. Learn the ins and outs of successful ABM, demand generation, and B2B digital performance marketing in a post-COVID, privacy compliant, hybrid world. ABM is a marketing approach, a philosophy. It is not technology by itself and not all intent data is created equal. In this Master Class, we will go through the key elements to maximize marketing's contribution to sales from pipeline creation to pipeline velocity.
Key Takeaways:
What ABM really is, what it can and can't do.
How to do ABM more effectively.
What you need to do high performance ABM and what you should expect from it.
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
10 Advantages and Disadvantages of Social Media Marketing in 2024Markonik
Explore the dynamic landscape of social media marketing in 2024 with our comprehensive presentation. Delve into the top 10 advantages and disadvantages that digital marketers face in leveraging social media platforms. Understand the opportunities for growth, engagement, and brand visibility, as well as the challenges and potential pitfalls that come with navigating the ever-evolving digital ecosystem. This presentation will provide valuable insights and actionable strategies for maximizing the benefits of social media marketing while mitigating its drawbacks, tailored specifically for the needs of Markonik.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
5. They help us check our homework
Whether that’s helping us:-
● Track improvements;
○ Rankings
○ Share of Voice
○ Featured snippets
● Identify Competitors
● Flag areas of improvement
● Flag areas of opportunity
7. REAL BAD EXAMPLES
Yes, these are real examples...
House Plant Brand-
- “Aloe vera gel”
An agencies ‘experience &-
innovation’ webpage-
- “Branding”
- “Brand design”
- “Customer Experience”
- “Tone of Voice”
- “Experiential”
- “Design”
- “Commerce”
B2B Factory Business-
- “Augmented Reality”
TV Box Brand-
- “Netflix”
8. -Rule 1-
-Relevancy is EVERYTHING-
Your keyword list should ONLY include words and phrases
you actually have a chance ranking for!
-If in doubt - GOOGLE IT-
Follow
The Rules
9. -So how do we find all these GOOD keywords?-
-1. Keyword Extraction-
-2. Keyword Metrics-
-3. Keyword Expansion-
-4. Keyword Optimisation-
11. Google Search Console (GSC)
The most powerful & important tool in the SEO armoury,
-Google Search Console- is the place to start your ‘seed list’.
This way you include queries that already have value!
12. Search Analytics for Sheets
If you want to apply filters (like excluding -Brand-),
or segment your data by URL/country/device/etc.
-Search Analytics for Sheets- is a fab FREE tool
for exporting more detail from GSC
13. Extracting keywords from your website
-Screaming Frog- will gather:
URLs, Title Tags, Meta Descriptions, H1s, H2s, Anchor text, etc.
These are all on-page elements that could/should contain
keywords to include in your seed list.
14. Extracting keywords from your website
Extracting the text in the -Navigation- of large sites can be a great
way of gathering more relevant keywords.
You can also use these as ‘tags’ to group your keyword sets e.g.
the “Sewing” category contains “quilting” & “haberdashery”
15. Extracting keywords from PPC
Extracting
keywords from
-PPC Data- is
another great
source of
potentially
valuable and
relevant terms.
-Only take what-
-is valuable,-
-not everything.-
(Keyword Planner
within Google Ads)
16. -So how do we find all these GOOD keywords?-
-1. Keyword Extraction- - Rule 1 - Relevancy is everything
-2. Keyword Metrics-
-3. Keyword Expansion-
-4. Keyword Optimisation-
18. -Rule 2-
-Tag up your keywords as you go!-
Tagging is adding layers of data to your keywords that help you identify
keyword suitability.
-This process is evolutionary-
Adding and adapting this data as you go, will help you!
Follow
The Rules
21. Source Category 1
GSC Cheap
Website Crawl Car
GSC Young Divers
Website Crawl Blog
GSC Bike
GSC Car
GSC Bike
GSC Multi Car
GSC Quote
GSC Young Divers
Navigation Cheap
GSC Young Divers
GSC Young Divers
Navigation Car
Website Crawl Bike
GSC Young Divers
GSC Young Divers
GSC Young Divers
GSC Brand
GSC Young Divers
GSC Multi Car
GSC Multi Car
GSC Cheap
Website Crawl Quote
Keyword Tagging = Adding Data: Categories
22. Source Category 1 Category 2
GSC Car Cheap
Website Crawl Car
GSC Car Young Divers
Website Crawl Blog SORN
GSC Bike
GSC Car Quote
GSC Bike
GSC Car Multi Car
GSC Car Quote
GSC Car Young Divers
Navigation Car Cheap
GSC Car Young Divers
GSC Car Young Divers
Navigation Car
Website Crawl Bike Bike
GSC Car Young Divers
GSC Car Young Divers
GSC Car Young Divers
GSC Brand Brand
GSC Car Young Divers
GSC Car Multi Car
GSC Car Multi Car
GSC Car Cheap
Website Crawl Car Quote
Keyword Tagging = Adding Data: Categories
23. Keyword Tagging = Search Volume & Rank
Each layer of data tells you something about that keyword
24. -Keyword Planner will probably change your keywords-
This is Okay-
Use vlookups to transfer your data into keyword planners output list
This way you will avoid having duplicate search volumes
Just make sure you have manually checked what keyword planner has
changed your phrases to. Most of the time its plurals etc.
Search Volume
25. -Don't use GSC ‘position’ unless you really have to-
Use a dedicated rank tracking tool for ‘rank’ & ‘ranking url’ data-
GSC position can be misleading and widely considered as not particularly
accurate at scale for ranking position data.
Much better to use a rank tracking tool like Myposeo (who we use) or
SERP Robot is a really cheap (FREE up to 25 keywords, then around $5 per 300)
Rankings
SERPROBOT
26. Keyword Tagging = Future State
You can even map keywords to ‘proposed’ URLs if your site
isn’t live, or is undergoing an IA restructure
I FULLY recommend tagging at ‘page level’-
This will be really helpful in the months & years to come
28. Pivoting your data
Pivoting out your tags will show you;
● which areas have a lot of keywords in e.g. “Marketing”
● and which categories have only a few e.g. “Small Business”
29. Pivoting your data
You should aim to have the number of keywords in
each category roughly equal.
Although there are times when this isn’t possible -
-relevancy & quality are more important than quantity-
30. Pivoting your data
Average rank & search volume can
help you identify the categories with
the most opportunity e.g.
“Background checks” is a good area of
opportunity with high search volume,
keyword count and good average rank.
31. -So how do we find all these GOOD keywords?-
-1. Keyword Extraction- - Rule 1 - Relevancy is everything
-2. Keyword Metrics- - Rule 2 - Tag as you go
-3. Keyword Expansion-
-4. Keyword Optimisation-
33. -Rule 3-
-NEVER bulk import tool keywords-
I promise you WILL save time by manually cherry picking each query and
adding it to your list. This WILL take a lot of time, but it takes a lot less
time versus the clean up after bulk-pasting keywords into your list.
-I’m looking at you Keyword planner…-
Follow
The Rules
34. Tools for keyword expansion
-Now you know the rules…-
Work through your categories bit by bit.
Expand on those themes - particularly the
groups that were a bit light on keywords >
You are allowed to bin off a category if it breaks
Rule 1! (relevancy is everything!)
35. Tools for keyword expansion
-Tools I like to use-
FREE
▻ IBM NLU Text Analysis
▻ Answer the Public
▻ People Also Ask queries (Google)
▻ Related Searches (Google)
▻ Concatenation (Excel / Google Sheets)
▻ Competitor Research > -Navigation-
▻ Competitor Research > -Crawl-
PAID
▻ Google keyword planner
▻ SEMRush
▻ Ahrefs
36. Competitor Research
You can use most tools (apart from GSC) on -any website!-
This means you can steal all of your competitors good keywords!
37. Expanding your keywords and data
Remember -Rule 2 - Tag as you go!-
During the expansion process you may have;
- Identified new categories or sub-categories
- Combined smaller groups together
- Split out large categories into smaller groupings
- Deleted whole categories of keywords
-All of this is okay!-
It’s also okay to have categories that are slightly larger than others;
Sometimes there is just more opportunity in one topic than another!
38. -So how do we find all these GOOD keywords?-
-1. Keyword Extraction- - Rule 1 - Relevancy is everything
-2. Keyword Metrics- - Rule 2 - Tag as you go
-3. Keyword Expansion- - Rule 3 - No bulk importing
-4. Keyword Optimisation-
40. -Rule 4-
-Be realistic !-
You're so vain
You probably think these KEYWORDS are about you
You're so vain (you're so vain)
I bet you think these KEYWORDS are about you
Don't you? DON’T YOU?
Follow
The Rules
42. Remember these?
These all break -Rule 1- - Delete them!
House Plant Brand-
- “Aloe vera gel”
An agencies ‘experience &-
innovation’ webpage-
- “Branding”
- “Brand design”
- “Customer Experience”
- “Tone of Voice”
- “Experiential”
- “Design”
- “Commerce”
B2B Factory Business-
- “Augmented Reality”
TV Box Brand-
- “Netflix”
43. Finding the BAD STUFF
-Sorting, pivoting & filtering your list-
● Highest to lowest Search Volume
● Highest to lowest CPC
● Highest to lowest Impressions*
*Will only be available for GSC-sourced keywords
● Google it! Are the websites in the top 5
positions like you?
● Filter by locations - do you exist there?
● Filter by keywords you’re not ranking for
● Filter by keywords you and none of your
competitors are ranking for
44. -So how do we find all these GOOD keywords?-
-1. Keyword Extraction- - Rule 1 - Relevancy is everything
-2. Keyword Metrics- - Rule 2 - Tag as you go
-3. Keyword Expansion- - Rule 3 - No bulk importing
-4. Keyword Optimisation- - Rule 4 - Be realistic