stephen kenwright - london affiliates conference

@stekenwright

Strategic keyword research and analysis

Stephen Kenwright @stekenwright

@stekenwright

39.3

21.3

13.0

35.2

18.7

11.7

19.5

5.6

2.8

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

Google Bing Yahoo!

Total audience Desktop audience Mobile audience

UK audience of search engines (millions)March 2016

Source: comScore

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Download Bing Ads Intelligence

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Bing Ads Intelligence

Get new keyword ideas

Get traffic estimates

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Instant keyword research

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Age and gender

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Keyword insightsDesktop

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Keyword insightsSmartphone

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Mobile

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Percentage of search engine users searching on mobileMarch 2016

Google

50%

Bing

26%

Source: Ofcom

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70.0

61.263.2

47.9

40.2

79.0

68.9

60.4

52.248.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

18-24 25-34 35-44 45-54 55+

Male Female

Average time online on a smartphoneHours in March 2016

Source: Ofcom

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29.3

46.344.3

38.0

31.5

25.630.4

35.5 34.2

28.4

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

15-24 25-34 35-44 45-54 55+

Male Female

Average time online on a laptop/desktopHours in March 2016

Source: Ofcom

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Proportion of UK adults with a smartphone

Q1 2014

61%

Q1 2016

71%

Source: Ofcom

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Number of 4G subscriptionsUK

Q4 2013

2.7m

Source: Ofcom

Q4 2014

23.6m

Q4 2015

39.5m

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At home68%

At work9%

On the go17%

In store2%

Other4%

Where are you when you search on your mobile?

Source: Think with Google

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Both at home and outside

66%

Mainly at home16%

Only at home8%

Only out of home1%

Mainly out of home9%

Where do you use the internet on your phone?

Source: Ofcom

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3%2%

7%

13%

17%

19%18%

22%

0%

5%

10%

15%

20%

25%

Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight

When do mobile searches occur?

Source: Think with Google

@stekenwrightSource: Think with Google

Still looking for information…not a checkout process.

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Mobile48%

Desktop44%

Tablet8%

Device split for a spread betting site

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Conversion rateClient example

Mobile

6.79%

Desktop

4.30%

Tablet

4.57%

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What did Mobile-Friendlyreally do?

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Traffic trendsClient example

Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)

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Mobile rate of growthClient example

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

Feb

-13

Mar

-13

Ap

r-1

3

May

-13

Jun

-13

Jul-

13

Au

g-1

3

Sep

-13

Oct

-13

No

v-1

3

Dec-

13

Jan

-14

Feb

-14

Mar

-14

Ap

r-1

4

May

-14

Jun

-14

Jul-

14

Aug-1

4

Sep

-14

Oct

-14

No

v-1

4

Dec-

14

Jan

-15

Feb

-15

Mar

-15

Ap

r-1

5

May

-15

Jun

-15

Jul-

15

Aug-1

5

Sep

-15

Oct

-15

No

v-1

5

Dec-

15

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Aug-1

6

Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic

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Mobile40%

Tablet23%

Desktop37%

Search volume by device

Search volume vs. actual trafficClient example

Mobile14%

Tablet36%

Desktop50%

Organic data sources

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Ranking positionClient example: mobile vs. desktop

-9000

-8000

-7000

-6000

-5000

-4000

-3000

-2000

-1000

0

1000

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Search engines crawl the web#1

Store the individual crawled pages in an index

Determine which pages are relevant

#2

#3User enters a search

Ranks and displays results#4

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Check ranking positions and pagesUse a ranking tool that gives ranking page as well as position.

This information is available in SEMrush or Moz.

Here 200 means ‘not ranking on the top 20 pages.’

Keyword Ranking Page Posi tion 04-Mar

laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8

cataract surgery https://www.opticalexpress.co.uk/cataract-surgery 26

laser eye surgery cost https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6

eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 19

cataract operation https://www.opticalexpress.co.uk/cataract-surgery 88

lasik 200

eye laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 10

laser eye treatment https://www.opticalexpress.co.uk/laser-eye-surgery 10

lasik eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 12

cataracts surgery https://www.opticalexpress.co.uk/cataract-surgery 37

laser eye surgery reviews https://www.opticalexpress.co.uk/laser-eye-surgery-information/laser-eye-surgery-reviews 7

laser eye surgery risks https://www.opticalexpress.co.uk/laser-eye-surgery 26

cataract symptoms https://www.opticalexpress.co.uk/eye-health/eye-conditions/cataracts 32

how much is laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6

lens replacement surgery https://www.opticalexpress.co.uk/lens-surgery 6

laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 22

lens replacement https://www.opticalexpress.co.uk/lens-surgery 5

lazer eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8

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No ranking position = no relevant page. We should create one.

Ranking – but outside the top 20 – suggests Google understands you have a page about the topic but it is not well optimised. We can improve this.

#1

#2Where the wrong page is ranking we should look at improving our preferred page (and look at internal linking).

#3

Make some assumptions

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Find your average positionFilter out non-ranking positions (in this case 200) so you’re just left with what ranks.

Find the average ranking position (using the Σ button).

You’ll see everything you’re relevant for and a mean ranking for those keywords…

…so you can assume that if you create content targeting a keyword that doesn’t currently rank it will probably rank in this position after a few weeks.

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Do the same with competitors (using the same keywords) to demonstrate the authority of their content

vs. your own.

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Click Through Rate modelPaste your click through rate model into Sheet 2

Use VLOOKUP to apply CTR fromSheet 2 to the ranking position.

You should then see an estimate ofhow much traffic you currently get for each keyword…

…and estimate how much trafficeach new page will be worth toyou.

Posi tion CTR

1 19.35%

2 15.09%

3 11.45%

4 8.68%

5 7.21%

6 5.85%

7 4.63%

8 3.93%

9 3.35%

10 2.82%

11 3.06%

12 2.36%

13 2.16%

14 1.87%

15 1.79%

16 1.52%

17 1.30%

18 1.26%

19 1.16%

20 1.05%

21 0.86%

22 0.75%

23 0.68%

24 0.63%

25 0.56%

26 0.51%

27 0.49%

28 0.45%

29 0.44%

30 0.36%

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Make your ownbranded3.com/blog/calculate-true-ctr-wmt

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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Desktop CTR

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Lookup search volumesUse AdWords Keyword Planner to find search volumes for your keywords and paste them into the table.

Multiply your Average Monthly Search Volume by the CTR you got from your VLOOKUP to estimate the number of clicks you’re getting from each keyword.

Do the same with Bing Ads Intelligence as before.

Posi tion 04-Mar

Average Month ly

Search Volume

CTR Posi tion 04-

Mar

Estimated Cl icks

04-Mar

8 27,100 3.93% 1,065

26 8,100 0.51% 41

6 5,400 5.85% 316

19 2,400 1.16% 28

88 2,400

200 1,900

10 1,600 2.82% 45

10 1,300 2.82% 37

12 1,300 2.36% 31

37 1,000

7 880 4.63% 41

26 880 0.51% 4

32 880

6 720 5.85% 42

6 720 5.85% 42

22 590 0.75% 4

5 590 7.21% 43

8 480 3.93% 19

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If your traffic is seasonal seasonal do this several times – once with each month’s search volume (e.g. each month running up to the FA Cup for sports betting).

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Calculate your brand splitDownload the Search Query report from Search Console.

Divide traffic driving keywords into brand and non-brand by filtering the Queries tab to include only brand terms (e.g. contains “Branded” in our case).

Compare your percentage split with the traffic estimates from your keywords and your actual analytics data to see the discrepancy.

Queries Cl icks Impressions CTR Posi tion Branding

856 3797 22.54% 1.1 Yes

398 1492 26.68% 1.3 Yes

195 866 22.52% 1 Yes

147 5397 2.72% 7.2 No

147 542 27.12% 1 Yes

139 593 23.44% 1 Yes

95 386 24.61% 1 Yes

84 144 58.33% 1 Yes

52 248 20.97% 1 Yes

31 11079 0.28% 9.4 No

30 1291 2.32% 6.5 No

28 1051 2.66% 2.2 No

24 66 36.36% 1 No

24 89 26.97% 1.9 No

23 98 23.47% 1 Yes

20 42 47.62% 1 Yes

20 328 6.10% 5.2 No

20 207 9.66% 1 Yes

Row Labels Sum of Cl icks Sum of Cl icks2

Brand 34020 19.58%

Non-Brand 139725 80.42%

Grand Total 173745 100.00%

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If your brand split/non-brand keyword traffic estimates don’t add up you need to be more comprehensive with

your keyword research.

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0

50,000

100,000

150,000

200,000

250,000

300,000

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15

Google Organic Est. Non-Brand Horizon Traffic Index

Keep researching to improve accuracy

@stekenwright

Look at historic data in Google Analytics as well as your current Search Query report.

You need what you rank for, not just what you want to rank for. Use SEMrush or Searchmetrics to find other keywords.

#1

#2Refresh your brand/non-brand split calculation every month because it can vary. Use an average across several months if possible.

#3

Find more keywords

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Average

Conversion Rate Enquiries

Enquiry-to-

Conversion Rate Conversions AOV

Estimated Non-

Brand Organ ic

Revenue

2.00% 21 2.00% 0 £500.00 £213.01

2.00% 1 2.00% 0 £500.00 £8.26

2.00% 6 2.00% 0 £500.00 £63.18

2.00% 1 2.00% 0 £500.00 £5.57

2.00% 0 2.00% 0 £500.00 £0.00

2.00% 0 2.00% 0 £500.00 £0.00

2.00% 1 2.00% 0 £500.00 £9.02

2.00% 1 2.00% 0 £500.00 £7.33

2.00% 1 2.00% 0 £500.00 £6.14

2.00% 0 2.00% 0 £500.00 £0.00

2.00% 1 2.00% 0 £500.00 £8.15

2.00% 0 2.00% 0 £500.00 £0.90

2.00% 0 2.00% 0 £500.00 £0.00

2.00% 1 2.00% 0 £500.00 £8.42

2.00% 1 2.00% 0 £500.00 £8.42

2.00% 0 2.00% 0 £500.00 £0.89

2.00% 1 2.00% 0 £500.00 £8.51

2.00% 0 2.00% 0 £500.00 £3.77

Find out how much keywords are worthPaste in a site average conversion rate using Google Analytics and multiply this by the traffic estimate column to estimate enquiries.

For a lead-gen business use an enquiry-to-conversion rate to estimate how many customers that keyword provides each month.

Multiply your conversions by an Average Order Value (AOV) to estimate non-brand organic revenue from each keyword. Obviously this isn’t real data.

@stekenwright

If you’re looking for gaps in a certain product (e.g. “bingo”) use your conversion rate/AOV for that

specific product for accurate projections.

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Optimising current contentUse the average ranking position (e.g. filtering out all non-ranking positions) and apply this to any keyword that ranks below this number

e.g. if your average ranking is 20, assume that by optimising the page for any keyword ranking below this will place it on equal footing

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Check your meta data. Is the keyword you want to rank for in the title tag/H1 at least once?

Estimate that you’ll be adding 1-2 paragraphs. Consider adding a design element too (a table/graphic or even a video).

#1

#2How long will this take? Apply the CTR model/conversion rate to your new average ranking position and you can project an ROI on your resource.

#3

How to optimise content

@stekenwright

Creating new contentApply your average ranking position to all the keywords not ranking.

We’re assuming that your site doesn’t rank for these keywords because it doesn’t have a relevant page.

Be pragmatic – you’re not going to rank for something you don’t really do, so only use keywords relevant to your products/services.

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New pages have to be at least as good as current pages. If they’re below your average quality they’ll rank below your average position.

Estimate that you’ll be adding 1-2 paragraphs. Consider adding a design element too (a table/graphic or even a video).

#1

#2How long will this take? Apply the CTR model/conversion rate to your new average ranking position and you can project an ROI on your resource.

#3

How to optimise content

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This is a methodology for making something average (your average). Maybe consider doing something better

if you want to rank better?

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Do the same on mobile

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24.46%

21.55%

11.49%

7.80%6.27%

3.29%2.63% 2.42%

1.49% 1.08%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

1 2 3 4 5 6 7 8 9 10

Mobile click through rateIndustry average: September 2016

@stekenwright

1 2 3 4 5 6 7 8 9 10

September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%

April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Mobile click through rateBefore/after May 2016 mobile-friendly update: September vs. April 2016

@stekenwright

1 2 3 4 5 6 7 8 9 10

Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%

Finance 20.32% 18.56% 8.86% 6.59% 4.91% 2.21% 1.92% 1.48% 1.33% 0.94%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Mobile click through rate in financevs. average mobile CTR

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1 2 3 4 5 6 7 8 9 10

Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%

iGaming 21.44% 7.48% 6.74% 4.03% 3.72% 2.52% 1.69% 1.70% 1.05% 1.13%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Mobile click through rate in iGamingvs. average mobile CTR

@stekenwright

@stekenwright

Morebranded3.com/blog/mobile-ctr

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Take Bing seriously.

Take mobile seriously.

#1

#2

Your keywords are only as good as the content you create.#3

Summary

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Thanksstephen.Kenwright@branded3.com

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