A bit about me
● Worked in digital for 7 years, SEO for 6
● Always agency, now platform
● Consultancy & training
● Warning!!! This presentation includes a lot of terrible stock photography
@kirsty_hulse
Advanced Keyword Research
Understand your consumers and their purchase motivations
@kirsty_hulse
The aim of keyword research is to find the top keywords that consumers are searching for in your market
Keyword Search Volume
Keyword 1 10000Keyword 2 9000Keyword 3 8000Keyword 4 7000Keyword 5 6000keyword 6 5000Keyword 7 4000Keyword 8 3000Keyword 9 2000Keyword 10 1000Keyword 11 900Keyword 12 800Keyword 13 700Keyword 14 600Keyword 15 500Keyword 16 400Keyword 17 300
Competition
HighHighHighHighHighMediumMediumMediumMediumMediumMediumMediumMediumMediumLowLowLow
Est Traffic/Revenue
2000198010009008007006005004003002001009080706050
Group / Page
Landing Page 1Landing Page 1Landing Page 1Landing Page 1HomepageHomepageHomepageHomepageHomepageLanding Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 2Landing Page 3Landing page 3
But this isn’t good enough
Our keyword research is reductive
We’re not doing research, we’re just creating a ‘rankings wishlist’
And it means we’re doing this
Let me give you some examples
‘gaming laptops’
28k per month search volume
High CPCs
Hugely competitive
Top retailers & manufacturers capturing 68% share of search
‘number’ inch gaming laptop
1.7k search volume
Lower CPCs
Less competitive
Review sites have 59% share of search
+ resolution2.4k search volume
Very low CPCs
Less competitive
Share of search from the biggest manufactures and
retailers?
This is big brandsWorking with big agenciesMissing big opportunities
So what’s the problem?
People don’t search with keywords
Different people they search with intent
The aim of keyword research is to align the right content to the right people at the right time
How do we fix it?
● Understand the entire market● Understand social language● Categorise by topics and intent
Understand the entire market
Interesting
Reductive
Understand social language
How people search and share differs
Lovely Excel keyword list here
OK so we have a huge mega list of keywords - now what?
Categorise by topics and intent
Understand consumer journeys
What are the behavioural stages your consumers go through when getting to know your product, service and brand?
GA gives us a lot of this
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Can you play games on a normal PC?
Best gaming PCs
Alienware gaming PC
Alienware deals
Alienware support
Each keyword needs to be tagged according to behavioural moments to allow us to really identify the opportunity
But wait…didn’t you just say we need thousands of keywords?
http://labs.linkdex.com/term-tagger/
This will take time
It will need manual review
But it’s worth it
Do you currently have a good understanding of your consumers and their intent. If so, how do you use it?