keyword datamining & research - ses london 2014

London • 10–13 February 2014 • #SESLON @SESConf

Mining your Search Keyword & Social Data for new Revenue Opportunities Bastian Grimm Managing Partner

Grimm Digital @basgr

London | 10–13 February 2014 | #SESLON | @SESConf

bg.vu/sesldn14

London | 10–13 February 2014 | #SESLON | @SESConf

LET’S DO THIS! LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.SEARCHMETRICS.COM

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.UBERSUGGEST.ORG

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.SEMRUSH.COM

London | 10–13 February 2014 | #SESLON | @SESConf

GREAT! THANKS! WHERE DO I GET SOME COFFEE?

London | 10–13 February 2014 | #SESLON | @SESConf

BACK TO THE BEGINNING… IT ALL HAS TO START WAY EARLIER…!

London | 10–13 February 2014 | #SESLON | @SESConf

ALL PRODUCTS / SERVICES

London | 10–13 February 2014 | #SESLON | @SESConf

ALL (SUB-) CATEGORIES

London | 10–13 February 2014 | #SESLON | @SESConf

CREATE BUY CYCLE MODIFIERS

London | 10–13 February 2014 | #SESLON | @SESConf

MORE BUY CYCLE MODIFIERS

It obviously depends on intent:

• review(s), recommendation [pre-shopping]

• buy (online), purchase [shopping]

• data, datasheet [general informational q’s]

• cheap [esp. travel vertical]

• compare, comparison [esp. finance vertical]

London | 10–13 February 2014 | #SESLON | @SESConf

CONSIDER COLORS, MATERIALS…

London | 10–13 February 2014 | #SESLON | @SESConf

TIME TO DIG DEEPER USE YOUR INTERNAL SITE SEARCH DATA!

Credits: http://bit.ly/1lpwe4X

London | 10–13 February 2014 | #SESLON | @SESConf

ANALYTICS SITE SEARCH LOG https://support.google.com/analytics/answer/1012264

London | 10–13 February 2014 | #SESLON | @SESConf

SPLUNK LOGFILE ANALYSIS www.splunk.com/download

London | 10–13 February 2014 | #SESLON | @SESConf

RELEVANSSI FOR WORDPRESS www.relevanssi.com

London | 10–13 February 2014 | #SESLON | @SESConf

MATCH WITH YOUR CONTENT DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?

London | 10–13 February 2014 | #SESLON | @SESConf

FAQ FOR INFORMATIONAL Q’S

30 FAQ Page Layouts: http://bg.vu/1cn6nRu

London | 10–13 February 2014 | #SESLON | @SESConf

FAQ FOR INFORMATIONAL Q’S

London | 10–13 February 2014 | #SESLON | @SESConf

IN SEO: DON’T TARGET IF… …YOU CAN NOT FULLFILL THEIR EXPECTATIONS!

London | 10–13 February 2014 | #SESLON | @SESConf

ANYONE WANTS TO GUESS? CONSIDER SEASONAL PATTERNS!

London | 10–13 February 2014 | #SESLON | @SESConf

OK, ONE MORE? ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!

London | 10–13 February 2014 | #SESLON | @SESConf

IF YOU DON’T… START LOVING IT! WARNING: LOCALIZED DELIMITERS & FUNCTIONS!

London | 10–13 February 2014 | #SESLON | @SESConf

SEOTOOLS FOR EXCEL http://nielsbosma.se/projects/seotools/

London | 10–13 February 2014 | #SESLON | @SESConf

TIME FOR SOME SCALING CREATIVITY COMBINED WITH TECH = WIN!

London | 10–13 February 2014 | #SESLON | @SESConf

SCRAPE Q&A SITES E.G. QUORA CAN ASSIST IN FINDING RELATED TOPICS

Overview of Q&A Sites: http://bg.vu/seslon14qa

London | 10–13 February 2014 | #SESLON | @SESConf

GET IT INTO A SPREADSHEET =importxml(“https://www.quora.com/uggs/”;”//div[@class=‘question_text_icons’]”)

London | 10–13 February 2014 | #SESLON | @SESConf

SUGGEST IS ALSO GREAT… DON’T HIT ENTER TO SEE ‘EM!

Richard Baxter on SlideShare: http://bg.vu/1fTqfOA

London | 10–13 February 2014 | #SESLON | @SESConf

WATCH YOUR COMPETITORS A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!

London | 10–13 February 2014 | #SESLON | @SESConf

ONE-CLICK BROWSER HELPER CHROME LINKCLUMP + FIREFOX MULTI LINKS

London | 10–13 February 2014 | #SESLON | @SESConf

WHAT ABOUT THEIR TITLES? GET “INSPIRATION” FROM COMPETING TITLES AS WELL

London | 10–13 February 2014 | #SESLON | @SESConf

SCREAMING FROG FTW! STRIP OUT BRAND, SPLIT BY SEPERATOR(S), DONE.

http://www.screamingfrog.co.uk/seo-spider/

London | 10–13 February 2014 | #SESLON | @SESConf

SCRAPE CONTENTS W/ EXCEL! FETCH H1S, TITLES & METAS WITH SEO TOOLS

• =htmTitle() [a site’s page title]

• =htmlH1(), [a site’s main headline]

• =htmlH2(), [a site’s secondary headline]

• =htmlMetaKeywords [people are really using these?]

• =htmlMetaDescription [some ideas for you copy?]

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.SEARCHMETRICS.COM

London | 10–13 February 2014 | #SESLON | @SESConf

RESEARCH DB (240 MIO.) SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH

London | 10–13 February 2014 | #SESLON | @SESConf

RELATED KEYWORDS GREAT FOR SYNOYMS & NON-PHRASE MATCHES!

London | 10–13 February 2014 | #SESLON | @SESConf

RANKINGS > KWD FINDER UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.

London | 10–13 February 2014 | #SESLON | @SESConf

GO CHECK THEIR API! www.searchmetrics.com/en/api/

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.UBERSUGGEST.ORG

London | 10–13 February 2014 | #SESLON | @SESConf

USE GOOGLE TO SCRAPE… GET IT HERE: bg.vu/gscrape

London | 10–13 February 2014 | #SESLON | @SESConf

IF YOU ARE A BIT OF A GEEK… GOOGLE, BING, YAHOO & AMAZON AT ONCE!

Get the Script: http://bg.vu/16lines

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.GREPWORDS.COM

London | 10–13 February 2014 | #SESLON | @SESConf

ANOTHER RESEARCH DB SV LOCAL + GLOBAL, CPC, ETC.

London | 10–13 February 2014 | #SESLON | @SESConf

PLAIN & SIMPLE API http://www.grepwords.com/api.php

London | 10–13 February 2014 | #SESLON | @SESConf

WWW.ALCHEMYAPI.COM

London | 10–13 February 2014 | #SESLON | @SESConf

GET ENTITIES BY URL http://www.toprankblog.com/2014/01/ses-london-2014/

London | 10–13 February 2014 | #SESLON | @SESConf

MOST RELEVANT KEYWORDS … AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?

London | 10–13 February 2014 | #SESLON | @SESConf

CLASSIFICATION ON SPEED…! SENTIMENT & CATEGORY VIA API, YESSIR!

London | 10–13 February 2014 | #SESLON | @SESConf

YOU MADE IT… NICE! NOW, PUT THIS ALL TOGETHER?

London | 10–13 February 2014 | #SESLON | @SESConf

#1 CLEAN & COMBINE DEDUPLICATE, CLEAN & JOIN DATA

=TRIM(LOWER(A1))

Duplicates in Excel: http://bg.vu/1gmd759 - VLOOKUP in Excel: http://bg.vu/1dC45xQ

London | 10–13 February 2014 | #SESLON | @SESConf

#2 NORMALIZE FOR EXPORT TO GET EXACT MATCH SV YOU NEED TO ADD “[ & ]”

=CONCATENATE("[",TRIM(A8),"]")

London | 10–13 February 2014 | #SESLON | @SESConf

#3 USE KEYWORD PLANNER BUT DON’T USE THE INPUT FIELD…

London | 10–13 February 2014 | #SESLON | @SESConf

WARNING: COMPARISON ONLY! DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!

London | 10–13 February 2014 | #SESLON | @SESConf

#2 CALL DIFF. APIS E.G. SEMRUSH VOLUME PER KEYWORD

=REPLACE(DownloadString("http://uk.api.semrush.com/?act

ion=report&type=phrase_this&export=api&export_columns=

Nq&key=$APIKEY&phrase=$KEYWORD");1;13;"")

London | 10–13 February 2014 | #SESLON | @SESConf

EASIER: SEOGADGET FOR EXCEL http://seogadget.com/tools/seogadget-for-excel/

London | 10–13 February 2014 | #SESLON | @SESConf

Berlin-based Full-Service Performance Marketing Agency

@basgr

bg.vu/sesldn14

SEO Trainings, Seminars & Strategy Consulting

London | 10–13 February 2014 | #SESLON | @SESConf

Some legal stuff… (Image Copyrights): • Slide #01: Twitter Icon - PDSfolder.com (http://bit.ly/1ln8b32)

• Slide #02: © Fotolia.com

• Slide #03: © Africa Studio - Fotolia.com

• Slide #07: © Firma V - Fotolia.com

• Slide #08: Source - mymediawelt.de

• Slide #14: Source - http://bit.ly/1lpwe4X

• Slide #21: © Olivier Le Moal - Fotolia.com

• Slide #24: Excel Icon by Benjigarner (Vincent Garnier)

• Slide #26: © Jan the Manson - Fotolia.com

• Slide #50: Source - http://bit.ly/1eyjKnO