Date post: | 19-Jul-2015 |
Category: |
Marketing |
Upload: | pieter-s-verasdonck |
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Keyword Research Process & Strategies
with
&
SalesCycle:Pieter Verasdonck
10+ years of experience in Digital Marketing
Industries: Gambling, Education, FMCG, Telco, Travel & Tourism, Government, eCommerce & Retail, Real Estate, Fashion, B2B and even Adult Entertainment.
Featured in:
• Smart Startups Magazine, Backlinks.com.au & Avanser’s Blog, SEMRush Webinar
• Spoke at: Numerous Meetups, SMX Sydney 2014 –Bootcamp & Advanced Online Marketing Conferences in Sydney
#SEMRushLive
Agenda
1) Foundation of Search
2) Keyword Research Process
3) Keyword Selection Process
4) Worst Keyword Research Mistakes
5) Change in Research Behaviour
#SEMRushLive
Searching & Looking = Action
• Random surfing, browsing and accidental discoveries
• Craving entertainment, information, social connection
• Looking to go somewhere…Brand / Topic destinations
• Researching for a specific solution, reviews or comparison
• Looking to execute a task or a transaction
#SEMRushLive
Psychology of Purchasing
http://buyer.sellerinsights.com/2013/05/14/understanding-buyer-psychology/
#SEMRushLive
Psychology of Decision Making & Purchasing Behaviour
http://www.womma.org/posts/2013/01/how-marketers-can-neuro-map-consumer-decision-making
#SEMRushLive
Psychology of Decision Making & Purchasing Behaviour
Thinking Feeling
HighInvolvement
Informative (thinker):e-bankingBooksFinancial servicesComputer equipmentHouseAutomobilesHouse Furnishings
Affective (feeler):JewelleryCosmeticsFashion ApparelLuxury WatchCDs
Low Involvement Habit formation (doer):FoodFast FoodHousehold ItemsShampoos
Self-satisfaction (reactor):Flowers
The FCB Planning Model adapted from Belch & Belch. 2004. Advertising andPromotion. An Integrated Marketing Communication Perspective. 6th Edition. Singapore
#SEMRushLive
Modern B2B Customers Buying Journey
Indentify a Need
Purchase Criteria
Initial Research Commercial Investigation
Comparison
Justification
ProductSelection
Trail/Purchase
Evaluation/Evangelism
Sales Rep InvolvedCustomers Research
Awareness Stage Consideration Stage Decision Stage
#SEMRushLive
B2B Procurement Process
http://buyer.sellerinsights.com/files/2013/05/buying-process.png
#SEMRushLive
Matching Content With Customers Buying Decision
Customer isAsking
CustomerWants
What to Provide
What is myproblem?
How do I fix my problem?
Are you theright partner?
Education & Benchmarks
Solution Options & Product Suitability
Proof Points & Decision Support
Awareness Stage Consideration Stage Decision Stage
• Trend Reports• Benchmarks• Analyst Reports• 101 Education• How to Guides• How other people
are solving this
• What is the solution& How it works
• SolutionComparisons
• Pitfall Analysis• Readiness &
Suitability Assessment
• How to choose a vendor
• Pricing• Strength
Demonstration• Case Studies• ROI/TCO• Partnering
Benefits• How to Buy/Pay
#SEMRushLive
Keyword Research Preparation
• Identify your Main Competitors
• Create a Buyer Personas & Audience Segments
• Map out Users Search Objectives to the Buying Journey
• Map out the Content to Users Buying Journey & Business Objectives
#SEMRushLive
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
• Webmaster Tools
Keyword Research:Relevant Keywords
BingGoogle
#SEMRushLive
• Webmaster Tools: Search Analytics (beta)
Keyword Research:Relevant Keywords
#SEMRushLive
Keyword Research:Customer Typed Keywords
• Internal Site Search:
http://blog.crazyegg.com/2013/01/17/set-up-internal-site-search-analytics/
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#SEMRushLive
Keyword Research:Best Keyword Information
• Adwords Campaigns - PPC Search Query Reports
http://www.searchenginejournal.com/search-query-data-adwords-isnt-dead-heres-actually-changed/100805/
#SEMRushLive
• Historic Keyword Data:
Keyword Research:Old Keywords
#SEMRushLive
Keyword Research:Deciphering (Not Provided):
http://searchengineland.com/replacing-googles-not-provided-seo-gold-220045
#SEMRushLive
Keyword Research:Unknown Keywords
Get the Right Intelligence Tools:
• SEMRush: Your Website
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http://refugeeks.com/semrush/
#SEMRushLive
Keyword ideas
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
Keyword Research:Smart Keywords
• Competitors Online Visibility: SEMRush
http://www.semrush.com/webinars/competitor-keyword-research-for-seo/
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#SEMRushLive
Keyword Research:Smart Keywords
• Competitors Online Visibility: SEMRush
http://www.semrush.com/webinars/competitor-keyword-research-for-seo/
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#SEMRushLive
Keyword Research:Money Keywords
• SEMRush: Adwords Keywords
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#SEMRushLive
Keyword Research:Topic Related Keywords
• Wikipedia & SEMRush:
http://www.searchenginejournal.com/use-wikipedia-keyword-research/110071/
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#SEMRushLive
Keyword Research:Keyword Planner: URL
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#SEMRushLive
Keyword Research:Keyword Planner: Keywords
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#SEMRushLive
Keyword Research:Topic Related Keywords
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#SEMRushLive
Keyword Research:Long-Tail Keywords
• Related Searched & Google Suggest:
• Google Suggest Scraper Tools:
• Ubersuggest, keywordtool.io, Soovle, Scrapebox, etc
http://ipullrank.com/how-to-uncover-100s-of-new-longtail-keywords-in-minutes/
#SEMRushLive
Keyword Research:Topic & LSI Keywords
• “Table of Contents” & Google Books
• Ask your Customers with Audience Surveys
http://www.iacquire.com/blog/the-persona-driven-keyword-research-process
#SEMRushLive
Keyword Research:Seasonality Keywords
• Google Keyword Planner:
• Google Trends:
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#SEMRushLive
Keyword Research:Old School Keywords – SEO Quake
• HTML Code: <meta keywords>
• YouTube: Video Tags
#SEMRushLive
Keyword Research:Old School Keywords
• Niche Topic Forums: Sub-Categorisation
Google Search:
• Your Keyword "visitors found this page by searching for“ -seo
• site:com.au “Your Keyword” forum -seo
• “Incoming search terms” “Your Keyword” -seo
#SEMRushLive
Relevant Keywords
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
Keyword Selection:PPC vs. SEO
#SEMRushLive
Keyword Mapping to Purchase Funnel
Purchase Funnel Stage
Type of Search Type of Keyword
Search Volume & SERP
Competition Example
A Awareness Informational Head Terms High mens suits
I Interest Navigational Keyword + Brand TBD hugo boss suits
D Desire ResearchBody Terms
(Head + modifier)Medium tailor made wedding suits
A Action TransactionalLong-Tail
(4-5+ words)Low
tailor made wedding suits online click & collect
S Satisfaction Expression Emotional Low
Positive: Glad, Great, :) , Fun, Fabulous, Thanks, etcNegative: S**t, F**k, WTF, :( , bloody, crap, etc
#SEMRushLive
Keyword Selection:Relevancy
• Niche Topic Silos:
https://www.keywordstudio.com/
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Keyword Selection:Seasonality Trends
• Query Deserves Freshness:
Holidays, Seasonal Sales Dates, Special Events
#SEMRushLive
Keyword Selection:Search Volume
• Effort vs. Reward: Larry (wordstream) Formula: (Searches * CPC)/Difficulty score
(1000 * $3)0.85
#SEMRushLive
Keyword Selection:CPC Cost
Profitability & Money Words
#SEMRushLive
Keyword Selection:Competitiveness
• Keyword Difficulty: SEMRush, Moz, etc
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#SEMRushLive
Keyword Selection:Competitiveness
• Keyword Difficulty: SEMRush, Moz, etc
http://backlinko.com/keyword-competition
#SEMRushLive
Keyword Selection:Competitiveness
• SERP Difficulty: Market Samurai
http://backlinko.com/keyword-competition
#SEMRushLive
Keyword Selection:Low Hanging Fruit
Questions: Quora, Yahoo Answers, etc
• Where, What, Why, How, etc
• Best, [Product A] vs [Product B], Reviews
#SEMRushLive
Keyword Usage in Purchase Funnel Stages Example
#SEMRushLive
Keyword Research Process Resources
• Moz: moz.com/beginners-guide-to-seo/keyword-research
• SEMRush: semrush.com/webinars/competitor-keyword-research-for-seo/
• Larry Kim and Will Critchlow: wordstream.com/blog/ws/2014/08/06/keyword-research-tips
• Backlinko: backlinko.com/keyword-research
• Nick Eubanks: seonick.net/master-keyword-research/
#SEMRushLive
High Potential Keywords
http://www.seobook.com/keyword-research-strategy-flowchart
#SEMRushLive
Using Your Keywords:A Great Topic for Another Webinar
• Important SEO Areas for Keywords:
• “Domain”, URL, <title>, Meta Data, Internal Links, <hx>, Body Text, Digital Assets (Images, PDF. Video, Audio), etc
• Keyword Mapping IA & URLs
• Research Intent Phrases (2-4 words) for Category Pages
• Transactional Search Phrases (4+ words) for Product Pages
• Creating Topic Silo’s & “Evergreen” Long form pages
• Assigning Longtail Keywords to Blog Topics, FAQ, Forum Topics, etc
#SEMRushLive
What not to do!
• Only targeting head & single word terms: “Suits”
• Competitor Brand Terms: “Asos mens suits”
• Going for irrelevant Geographic terms: “Suits New York”
• Words that are way out of your league: Super High Competition
• Phrases that are irrelevant to your business: “Sports Cars”
• Failing to monitor search trends and adjust strategies over time
http://www.searchenginejournal.com/7-lessons-keyword-stupidity-mess-keyword-research/104127/
#SEMRushLive
SEMRush Webinar : Q & A
Pieter S Verasdonck
• Twitter: @psverasdonck
• SlideShare:www.slideshare.net/psverasdonck
• eMail: [email protected]
• Tel: 1300 88 54 28
#SEMRushLive