SEO meetup Utrecht

Roy Huiskes - roy@chapter42.com
How to do keyword research?
KEYWORDS

Don’t worry.
This presentation will be
available afterwards.

What is my day job?
I’m helping these
companies with their digital
marketing by optimising
their website for users
and a little bit for  
search engines  
(I’m looking at you AMP)

Popularity
Content
Technical
stuff
Three pillars of SEO
The fact that these bubbles are the same size isn’t representative anymore (and never was)

Making keywords was a lot of work, but still very easy.

Mobile searches for “best” have grown
over 80% in the past 2 years.
Well…
Google Data, U.S., Jan. - June 2015 vs. Jan. - June 2017. Top 500 "best" search terms

Google is getting smarter
Autosuggest, Panda, Penguin, Hummingbird and Rankbrain

SEO in 2016
- 4 ads
- Rich cards
- Google Local
- Organic results

51% of smartphone users have
purchased from a company/brand other
than the one they intended to because
the information provided was useful.
and…
Google/Ipsos, "Consumers in the Micro-Moment," Wave 3, U.S., n=1291 online smartphone users 18+, August 2015.

Recognising the meaning is hard
- Some keywords have several different
meanings.
- This is not always easy, especially in a
small language like Dutch.
- So make sure that you check your
Umfeld as well. What does Google think
of that?

Let alone if there is truly another meaning

In the past two years on YouTube, videos
with “review” in the title had more than
50,000 years’ worth of watch time on
mobile alone.
Don’t forget…
YouTube Data, U.S., Classiﬁcation as review videos were based on public data such as headlines, tags, etc., and may not account for
every such video available on YouTube, July 2015 - June 2017

Google Home - Amazon Echo - Xbox One
- Xbox Home : There no top 10 anymore, just 1 result.
- One Answer:
- It’s not only a Google Home, but also, Apple
Homepod, Sonos One, Amazon Echo or Xbox
One (cortana, all Microsoft devices)
- 18.8M amazon echo’s are sold (June 2017)
- It’s not suitable for all queries (yet).
- Google is better at informational queries, while
Amazon is winning the transactional part.
20% of search queries are already voice. 50% is expected in 2020

While voice commands are getting more regular, the length of the query
increases as well. People get better at searching, reﬁning and asking
natural questions. And so does Google, Amazon and Microsoft. (Apple still
sucks…)
This will only increase with rise of chatbots and assistants
So a lot of changes…

Keyword research
is not about tools.

Searcher’s Task
Accomplishment.

Why are they searching in
the first place?

In the end tools are handy
for  
data and insights though:

Answer the public
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What are the questions around the topic ‘keyword research’
- Obviously people want to know ‘HOW’

Zero moment of Truth - Google
MBTI Based personas - Myers Briggs
Customer Journey - McKinsey
But since where working with Google, let’s stick with Google’s last version
with the mobile micro moments:
Models for your customer journeys / micro moments

Do: How to do keyword research

Well that should teach me, asking stuff in english, localised for the Netherlands…

ThinkwithGoogle.com has a lot of great info about these micro moments.

Winning content means
searcher task
accomplisment

1.Brainstorm keywords
2.Categorise
3.Get the data connected (rankings, adwords,
conversions, landing pages): insights
4.Map the Customer journey
5.Prioritise the keywords
5 step process

The world’s worst and most used organizer

• Idea generation (lock yourself, and a co-worker or your mom, up with a lot of post-its)
• Customer journey situations
• Variations, synonyms and Plurals
• Reports, internal (and external) presentations
• Google Search Console
• Google Adwords Reports (exact match reports)
• Google Analytics Internal Search (or any other internal search engine)
• Google Auto Suggest
• Competitors: title tags, visual content, sitemaps and reverse ranking tools like ahrefs,
majestic, searchmetrics or sistrix.
Generate a list of keywords

Your Money / Your Life
Expertise / Authority / Trust

• Is this the right place?
• Why should I do this now?
• Can I trust this website?
• What can I do right now?
• How hard is it going to be (on my mobile?)
• What happens when I ﬁnish this now?
Are we including and using universal keywords that ensure these that these topics are
covered?
Questions

Know (informatinal) Go(navigational) Do (informationable) Buy (transactional)
What is a cloud solution? cloudsolutions.com
Cloud solution beneﬁts,
cloud solutions comparison
get dropbox
Best toothbrush? 7/11 near me how to clean my toothbrush buy cheap toothbrushes
Mapping the search terms in a mobile world

Keyword tools:
- Google Adwords Keyword Planner  
(Google really doesn’t like that, if you still have any data in there)
- Google Search Console (Biased towards current rankings)
- ahrefs.com (great for content ideas as well)
- keywordtool.io (fast, cheap and decent interface)
- answerthepublic.com (awesome)
- kwﬁnder.com/ (some people like this better than keywordtool.io, it’s more or less similar
- majestic.com (link data and keywords rankings for the long term with Google Search Console)
- GetStat, SERPlab, SEMrush, Searchmetrics, Brightedge Datacube, Conductor Searchlight & AWRCloud
Internal Searches: (Google Analytics > Behaviour > Site Search > Search Terms)
Chatbot and Assistants (markets are conversation remember?)
Get the data

SEMrush has some nice tools to generate lists
- Be sure to verify the data, it can be off sometimes, use as an indicator.

Majestics ranking option is based upon Google Search Console
- It’s actually the only Google Terms of Service compliant rank tracker.

We need those
celebrations if a keyword
is up!

Maybe you shouldn’t do this…
- At ﬁrst we’ve tried to write out all the possibilities for a couple of personas with 2
speciﬁc product customer journeys. We’ve gather over 150 touch points within half an
hour. And this was not even data-driven…

UX and SEO are usually more or less the same. In the past we had several issues
with navigation menu’s and dropdown menu’s. Google tries to calculate the
outcomes of this these day with certain heuristic techniques.
A UX that suits all phases of a customer journey will be the most successful for
the user and thus for Google when the query isn’t clear in its objective.
That’s why there’s room for value added comparison engines in Google.
Somebody who is looking for ‘car insurance comparison’ has bigger chance of
getting a quote from a comparison engine than from a direct writer, just because
his current, or new favourite company probably is in the list to be compared.
Think of this while choosing your keywords.
UX and SEO

Google’s popularity metrics also contain a connection
between the brand name, the searches with the brand name
and products and the ranking for those general keywords.
Getting more branded keyword queries in Google (yoast
keyword research) will grow the Yoast brand and connect the
brand (yoast) to the topic (keyword research)
Popularity and keywords
(SEMrush rankings factors 2017 talks about ‘direct trafﬁc’).

Or Google Spreadsheets for that matter.
Make sure that you are logged in
a Google Account and you can
make a copy of this sheet.

BigQuery (or AWS)
Python (or R)
Data Studio (or tableau…)
& API’s (all of them…)
Do it even better? Think about:

Make sure that management understands as well:
http://www.wordle.net/ and drop the excel act.

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