This document discusses various keyword research tools and techniques that can be used to gain insights from keyword data and turn that data into actionable strategies. It provides examples of using tools like the Google Adwords API plugin for Excel, Google Suggest scraping, and Google Docs/Sheets to import and analyze keyword data. It also discusses how to categorize keywords, identify priority keywords and pages on a site, decide on a navigational structure, and find "low hanging fruit" keywords to target. The overall goal is to demonstrate how to analyze keyword data to make decisions that can optimize a website and keyword strategy.

1. “Scalable Keyword Research”
“How to Quickly Uncover How People Search in Your Niche”
Richard Baxter, Founder, SEOgadget

2. 0
1000
2000
3000
4000
5000
6000
7000
outdoor toys
paddling pools
"mini micro" scooter
girls bikes
baby swings
baby swing
kids scooters
wendy house
boys bikes
* pedal go-karts
childrens scooters
wendy houses
3-wheel scooter
3 wheel scooter
"wendy houses"
kids motorbikes
graco baby swing
go karts for kids
kids slides
wendy houses for children
baby trampoline
childrens swings
kids go karts
play tents
childrens outdoor toys
play tent
baby swing seat
outdoor toys for kids
kids outdoor toys
fisher price baby swing
charts
trikes for toddlers
bed tent
baby swings and bouncers
kids tents
kids outdoor play equipment
pop up tents for kids
childrens ride on toys
3 wheeled scooter
childrens tents
girls bmx bikes
outdoor toys direct
cheap girls bikes
childrens go karts
WE’RE GOING TO BUILD THIS:
kids garden toys
garden toys for kids
play tents for kids
baby swing chair
pedal cars for kids
pop up play tent
baby garden swing /'#'/
kids go kart
outdoor baby swing
3 wheel scooters
wooden outdoor toys
toy castles for boys
baby garden swing
Today’s lesson: construct a beautiful chart just like this one using VLOOKUP and Pivot
outdoor toys for toddlers
6
1
26
21
16
11
...............................................................................................................................................................................................

3. ...............................................................................................................................................................................................
THE BEAUTY OF UNCATEGORISED DATA
Using your newly acquired uncategorised data to inspire you to define categories and group
keywords is incredibly powerful. Don’t be scared of big data!

4. ...............................................................................................................................................................................................
WHAT IF YOU COULD GROUP THOSE KEYWORDS
TOGETHER SO THEY MADE SOME ACTIONABLE SENSE?
Action Condition Colour Brand Model Location
Buy Red Audi London
used S3
If you can group keywords together, you can spot priorities in search behaviour that might
allow you to confidently construct a site architecture

5. ...............................................................................................................................................................................................
IF YOU UNDERSTAND TOP SEARCH TERMS BY
CATEGORY, YOU CAN MAKE DECISIONS ABOUT YOUR
WEBSITE
Action Condition Brand Model Colour Location
buy Audi Black
find BMW Green
search Porsche White
compare Yellow
locate Blue
review S3
rate used London
A3
new Nottingham
X5
second hand Peterborough
911
If you can group keywords together, you can spot priorities in search behaviour that might
allow you to confidently construct a site architecture

6. ...............................................................................................................................................................................................
NOW, YOU CAN DEFINE YOUR KEYWORD STRATEGY BY
CREATING NEW PAGE TYPES
“cars”
Home Page “used cars”
“cars for sale”
Manufacturer pages
“Audi”
“BMW”
Location pages “Porsche”
“used cars in [location]”
Product pages
“[location] used cars”
“BMW Z3 Blue Seattle”
“[MANUFACTURER] [MARQUE] [COLOUR]”
Understanding the make up of your user’s search behaviour is an important step to defining
longer tail dynamic site templates

7. ...............................................................................................................................................................................................
LET’S DO SOME
Time to do a live demonstration – take a look at these two posts for further info:
http://seogadget.co.uk/how-to-make-a-pivot-table-and-chart-in-excel/ and http://www.seomoz.org/blog/keyword-research-using-
categories

8. Tools for keyword research
My favourite tools for the keyword research process

9. ...............................................................................................................................................................................................
GOOGLE ADWORDS API PLUGIN FOR EXCEL
1) You’ll need an API Key: http://code.google.com/apis/adwords/
2) Download: http://seogadget.co.uk/google-adwords-plugin-excel/
3) Sit back and generate your keyword volumes
=getAdWordStats()
=getAdWordIdeas()
Capture search volumes and seasonality data straight into Excel
http://seogadget.co.uk/google-adwords-plugin-excel/

10. ...............................................................................................................................................................................................
USE GOOGLE CHROME FOR MANUAL KEYWORD
RESEARCH
It doesn’t take long to build a data set of ~5000 keywords even with the Google keyword
tool.

11. ...............................................................................................................................................................................................
AWESOME: SEO TOOLS FOR EXCEL
=HtmlH1() =HtmlH2() =HtmlTitle()
=HtmlMetaDescription() =HtmlMetaKeywords()
=FacebookLikes() =httpStatus() =XPathOnUrl()
Check out Neils Bosma’s awesome SEOtools for Excel. AWESOME.
http://nielsbosma.se/projects/seotools/

12. ...............................................................................................................................................................................................
ALCHEMY
Download this tool: http://bit.ly/alchemyexcel and get an Alchemy API key here:
http://www.alchemyapi.com/api/register.html

13. ...............................................................................................................................................................................................
As you identify new categories and areas you’d like to explore, try generating a list of very
specific terms using mergewords.com

14. ...............................................................................................................................................................................................
GOOGLE SUGGEST
Ubersuggest. THE Google suggest scraper tool. Also scrapes Google News!

15. ...............................................................................................................................................................................................
GOOGLE SUGGEST SCRAPING
http://suggest.thinkpragmatic.net/?source=web&query=seo&language
=English%2FUK&format=html
//span[@class='keyword web ']
Use this xPath in Google Docs to generate a related keywords list, fast!

16. ...............................................................................................................................................................................................
MOST LIKED URLS = CONTENT IDEAS
Import XML Sitemap > Fetch FaceBook Likes > Get post titles
Using =FacebookLikes() can rapidly increase your understanding of what visitors
to competitor sites will like (http://nielsbosma.se/projects/seotools/ )

17. ...............................................................................................................................................................................................
WHERE DO I RANK FOR THESE KEYWORDS?
Rank checking is never perfect, but If you’re using a decent proxy service located in the correct host
location, the data is useful – especially for measuring visibility by keyword group / content type

18. ...............................................................................................................................................................................................
YOU CAN GET RANKINGS VIA GDOCS
Check out the point made by Tom Critchlow about the use of the &time query for larger scrapes here:
http://seogadget.co.uk/playing-around-with-importxml-in-google-spreadsheets/

19. ...............................................................................................................................................................................................
QA FORUMS ARE AWESOME FOR BLOG POST IDEAS
http://www.seomoz.org/q/browse?utf8=%E2%9C%93&visibility=0&time_range=0&sor
t=0&x=54&y=9&limit=10
View this Gdocs spreadsheet: http://bit.ly/9Fs7aF via:
http://seogadget.co.uk/playing-around-with-importxml-in-google-spreadsheets/

20. ...............................................................................................................................................................................................
SUGGEST SCRAPING
Use concatenate to form query URL then:
=XPathOnUrl([URL],"//li")
Separate into columns using the “;” delimiter. In theory this would work with any XML style
search suggest output...

21. ...............................................................................................................................................................................................
GENERATE CONTENT IDEAS
1. Google Discussions
2. Google News
3. Bing News (best
match)
4. Bing News (most
recent)
5. Digg (most dugg)
6. Digg (most recent)
7. Reddit (Top)
8. YouTube Top Rated
9. Topsy Latest Tweets
10. Topsy Latest Top
Trending Tweets
11. Blog Catalog
12. Yahoo Answers (most
answered)
13. Twittorati Search
14. AllThingsNow (Most
popular FB shares)
15. Fark (latest)
16. Fark (most popular)
17. How Stuff Works
18. Redux
19. Helium
20. Cracked
21. Wiki Answers
Using Google Docs to generate awesome content ideas:
http://seogadget.co.uk/using-google-docs-to-generate-hot-content-strategies/

22. ...............................................................................................................................................................................................
GOOGLE INSIGHTS CSV
http://www.google.com/insights/search/overviewReport?q=snowboards&cmpt=q&content=1&export=1
Inspired by Wil at Seer:
http://www.youtube.com/user/wilreynolds#p/u/7/KCKHJADqDRk

23. ...............................................................................................................................................................................................
EXTRACT INSIGHTS RISING AND TOP SEARCHES
=importXML("http://www.google.com/insights/search/overviewReport?q=burton%20snowboards&c
mpt=q&content=1", "//div[@class='elementInCompositeTall']")
And that is how we do that:
https://docs.google.com/spreadsheet/ccc?key=0Aj4U6wmYE1X6dGdhZ2VxUGFmc2hBVFBNa0R
2WTh1M0E&hl=en_US

24. ...............................................................................................................................................................................................
LEARN HOW PEOPLE ARE ASKING QUESTIONS
I like this! https://freekeywords.wordtracker.com/keyword-questions

25. ...............................................................................................................................................................................................
KEYWORD RESEARCH HOW TO IDEAS
You can use this process for blog content ideas – at least it’s a start! Use markers that indicate a research
intent such as “guide”, “how to” etc. Don’t forget that surveys, your own long tail, Google suggest and QA
are great sources of inspiration, too.

26. Examples of actionable
Now you’ve seen the process, and the tools, let’s turn the
data into actionable insight…

27. 0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
ford fiesta
ford focus
peugeot 106
peugeot 206
ford mondeo
peugeot 306
focus
ford focus rs
secondhand ford focus
ford ka
peugeot 205
honda s2000
peugeot 307
fiat 500
fiesta cars
galaxy
porsche 944
focus cars
mondeo cars
porsche 911
ford galaxy
alfa romeo 147
alfa romeo 156
peugeot 207
peugeot 406
ka cars
rover 200
- Which internal pages receive traffic from organic search
fiesta
- Which of those pages are not featured on the homepage?
focus rs
volvo 850
- Can we validate search volumes by combining search data?
transit van
secondhand ford ka
ford ranger
peugeot 407
alfa romeo 159
mondeo
porsche 928
ferrari 599
fiesta zetec s
saab 900
focus st
ford s-max
fiesta st
porsche 968
106 gti
galaxy 105
home-page-links-homepage-seo/
transit connect
ferrari f430
porsche 924
ferrari 308
ka
peugeot 107
renault kangoo
peugeot 308
maserati 4200
alfa romeo 166
mazda 323
saab 9000
ferrari 348
ford transit connect
transit vans
fusion
ford fusion
1
6
26
11
WHAT LINKS SHOULD I FEATURE ON MY HOMEPAGE?
How to choose your homepage links: http://seogadget.co.uk/choosing-your-
21 Sum of
Sum of
Ranking
16 Average
Monthly
...............................................................................................................................................................................................

28. ...............................................................................................................................................................................................
HOW TO DECIDE ON YOUR NAVIGATION
7000 1 Suggested Navigational Structure
6000 Category: Outdoor toys
6
5000
11 • Children’s Bikes
4000 • Girls Bikes
16 • Boys Bikes
3000 • Paddling Pools
21 • Scooters
2000
• Kids Scooters
1000 26 • 3-Wheel Scooters
• Mini Micro Scoters
0 • Wendy Houses
• Play Houses
• Play Tents
• Toy Castles
• Kids Motorbikes
• Go Karts
• Pedal Go Karts
• Pedal Cars
• Kids Quad Bikes
Subcategory name • Swings
• Baby Swings
• Garden Games
Category name Sub-Sub Category name
• Climbing Frames
• See Saws
• Slides
• Toddler Scooters
If you’ve built bullet proof categorisation in your keyword research, you can start thinking
about putting your navigational structure together

29. Low hanging fruit
My favourite filter: Keywords that rank around the bottom
of page 1 or around the top of page that that are receiving
organic search traffic could be extremely valuable

30. ...............................................................................................................................................................................................
Row Labels Sum of SEARCH VOLUME Sum of GOOGLE RANK Sum of VISITS
fathers day gifts 9900 9 12 RANK >15th <5th
fire pit 5400 8 14
door stops 4400 12 127
big boys toys 4400 14 29
birthday gifts for men 2400 9 16
HAS ADWORDS
candle making kits 1600 10 167
folding shoes 1000 11 9
SEARCH VOLUME
bar accessories 1000 10 31
black and blum 880 10 14
cyber clean 880 13 11
HAS ANALYTICS
aroma home 880 9 56
dad gifts 720 11 8
ENTRIES
fire pits uk 720 13 7
boys gifts 590 11 83
experience days uk 590 10 7
HAS COMMERCIAL
digital keyring 480 14 23
VALUE?
addict-a-ball 480 13 18
For extra points, run your low hanging fruit terms through Google Suggest, fetch the
rankings and search volumes for your site and re-apply the low hanging fruit filter!

31. ...............................................................................................................................................................................................
MY OLDEST MOST FAVOURITE TRICK IN THE BOOK.
I love this trick. Look down the tail of referring keywords to your pages and rewrite the
content to include those terms. It’s old-school but it works!

32. Thanks for listening!
Richard Baxter, Founder, SEOgadget
Come and see us at SearchLove London.
24th and 25th October 2011
Twitter: @richardbaxter
Blog: seogadget.co.uk
Email me: richard@seogadget.co.uk