Advanced Keyword Research SMX West 2013
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Transcript of Advanced Keyword Research SMX West 2013
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@Matt_Siltala
SEO IS DEAD …. RIGHT?
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@Matt_Siltala
Clever Graphic showing terms like: SEO, Link BuildingKeyword Research, PPC, Press, Infographics all Inside a grave (like they are dead) or being put
In a grave…..
Have the graphic showing keyword research the oneBeing thrown into the grave with all the other
Stuff already in there
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@Matt_Siltala
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@Matt_Siltala
Clever Graphic – now this clever graphic lets showA re-birth somehow of all those terms . Or coming from
The grave with wings or something??? Use your creativity
POINT BEING? SEO is not dead and all this other stuffIs not dead and it is why we need to keep doing this stuff
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@Matt_Siltala
Buying or Browsing?
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@Matt_Siltala
Do you know the difference?
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@Matt_Siltala
Graphic showing: some kind of spying graphic (no need to include all thisText … I am just having it here to give context to help you)
You know how you always see your competitors doing amazing things?You always see them showing up on major sites?
What kind of a strategy do they have?
What keywords are they focusing on for their viral campaigns?For the content marketing strategies?
For their site?
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
Analyze the basics:
•Titles
•Headings
•URLs
•Meta Keywords and Descriptions
•Virals on blog, topic and internal links
Crawl a competitor’s site
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@Matt_Siltala
ONE RULE:
Make Sure The Site Is Strong
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@Matt_Siltala
Title
Use the “Page Titles” report for this one
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@Matt_Siltala
Headlines
Used the “H1” report for this one
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@Matt_Siltala
Headlines
Also great for harvesting content ideas
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@Matt_Siltala
Headlines
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@Matt_Siltala
URLs
Use the “Internal” report for this one
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@Matt_Siltala
Meta Keywords
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@Matt_Siltala
Meta Descriptions
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@Matt_Siltala
Graphic showing: guy or girl thinking to themselves (maybe on a Computer looking at a infographic)
When I see “X” graphic … I think to myselfWhat was the motive behind this graphic.
What keywords are they trying to improve
What are they trying to sell?
What was the point?
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@Matt_Siltala
Filter the report on common locations:
•Blog
• Infographic
•Video
• “Top X” type posts
Find Virals or Social Campaigns
TIP:Look at
these posts to see what keywords they are
linking and where!
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@Matt_Siltala
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@Matt_Siltala
Other Things To Pay Attention To
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@Matt_Siltala
ONE MORE GRAPHIC – some kind of fun graphic showing
A visualization of the idea below:
You know, the other thing that would be a good idea for finding out what they are promoting is to make
sure you keep an eye on their twitter feed, facebook page, etc.
I don't have any tools offhand for doing this besides of course the big ones, but it's another thing
companies should be doing. Watch their twitter/facebook and see what they promote.
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
25% of all queries are brand new
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@Matt_Siltala
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@Matt_Siltala
Keyword Research Never Ends
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@Matt_Siltala
One Idea
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@Matt_Siltala
•Run competitor through a backlink analysis tool like OpenSiteExplorer.org
•Analyze external and internal link anchor text
Backlink Analysis
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@Matt_Siltala
Anchor Text Report OSE
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@Matt_Siltala
Export and Analyze
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@Matt_Siltala
Use Excel to filter links by
•Branded Anchors
•Themes
“Car Insurance,” “home insurance,” etc
Watch for variations
•Target URL
Filter Ideas
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@Matt_Siltala
•Learn more about the competitors PPC activities
•Not a perfect tool, but can give you keyword ideas
SpyFu
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@Matt_Siltala
Ad History Report - SpyFu
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@Matt_Siltala
Run competitor through SEMrush tools
•Organic Research > Positions
•Keyword Research > Overview
SEMRush
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@Matt_Siltala
Keyword Research - SEMRush
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@Matt_Siltala
•After compiling all keyword ideas
•Run through Adwords or another keyword volume tool
•Prioritize based on relevancy and search volume
•Optimize own site around new terms!
What’s Next?
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
Clever Graphic showing CONFIDENCE …
Confidence in your ability to research out the bestKeywords in your industry …
Maybe someone holding up the term KEYWORDS over Their shoulders like a trophy or something
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@Matt_Siltala
Takeaways
•Screaming Frog is amazing for KW research
•Use Social Too
•SpyFu can help with spying on competition
•SEMRush is another bonus KW research tool
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@Matt_Siltala
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@Matt_Siltala
Where You Can Find This Presentation:
http://www.slideshare.net/MattSiltala