All slides and links from the Advanced Keyword Research for SEO training course ran at BrightonSEO.
Links to templates and documents discussed in the training session:
These are all set to View Only. You'll need to make a copy by going to File > Make a Copy in order to add your research data.
KWR Template
https://docs.google.com/spreadsheets/d/1cbN4FDTp4i3TnHu5PeFpAfYGwoCcdNBOB2uzZT7s4Hk/edit?usp=sharing
KW Mapping Template
https://docs.google.com/spreadsheets/d/1kNNIF1nCVoamXRfUeZeaIny_cA7-0UVZQfFrXFdRvTU/edit?usp=sharing
Keyword Opportunity Model
https://docs.google.com/spreadsheets/d/1dz4SvSlkSXpvOS2kxrm9ZJoIXKGB308iRkyAIv1owc0/edit#gid=666417106
Twitter
https://twitter.com/seodanbrooks?lang=en
6. @seodanbrooks
❖ Technical SEO Consultant at Aira
❖ Involved in SEO for 10+ years
❖ Speaker & Trainer
❖ Organiser of a local SEO meet-up
❖ Work with a small number of freelance clients
12. Intent Based Search
Organic searches completed by users
that have a specific intention behind their
search.
It’s important to consider this during your
research process.
You need to consider entities and
categorising your research and stop
focussing on the Decision-based,
Transactional keywords.
20. @seodanbrooks
Start with a basic questionnaire to send to your client.
Question Answer
What’s important to the business? ???
What does a good customer look like? ???
What does the customer care about? ???
21. @seodanbrooks
Consider creating a basic customer persona.
#1 Freebie Freddie
Age 28
Gender Male
Job Executive
Challenges Little budget, lack of knowledge
29. Exercise
Considering the points we’ve just
discussed, I’d like you to answer the
questions that will help you better
understand you business and/or clients.
Remember…
❖ Consider short questionnaires
❖ Ideal customer personas
❖ What?
❖ How?
❖ Why?
❖ How might this change your
keyword research strategy?
32. @seodanbrooks
E.A.T stands for Expertise, Authority, and Trust
The three factors that Google uses to measure how
much trust it should place in a brand or website. Google
wants to give its customers (users) the best experience
possible, so it only wants to promote websites that it
fully trusts.
More info on E.A.T can be found here.
33. @seodanbrooks
Relevancy
“The relevance of a websites content in relation to a users
search query”
It’s no secret that Google see’s relevant content as a
ranking factor.
34. @seodanbrooks
Optimising content so that it meets Google’s E.A.T
guidelines and is relevant is half the battle, but will put
you in a good position when it comes to meeting a users
search intent too.
35. @seodanbrooks
“The buyer’s journey is the process buyers go through to
become aware of, consider, and decide to purchase a
new product or service.”
@seodanbrooks
37. @seodanbrooks
Each businesses buyers journey will differ. That’s why it’s
important to understand the various keywords at the
different stages of intent so that we can optimise our
content effectively.
42. @seodanbrooks
When we conduct keyword research we want to identify
keywords at each of these stages. This allows us to build
a better rounded content strategy, bringing in quality
traffic.
57. Exercise
Taking into consideration everything
we’ve discussed and learnt about the
Buyer’s Journey and Intent; take a few
minutes to brainstorm what kind of
queries a typical customer might use to
find your business.
Remember…
❖ Awareness Stage
❖ Consideration Stage
❖ Decision Stage
(Don’t forget to see what kind of results
Google are showing for those queries)
60. Keyword research process
❖ Identify ‘Seed’ keywords
❖ Competitors keywords
❖ Finding use cases
❖ Questions
❖ Using keyword research tools
❖ Quick ranking opportunities
❖ The ‘Milkshake Method’
68. @seodanbrooks
Finding Use Cases
Identifying long tail search queries that are related to a
specific product or service offering…
A great way to build relevant supporting content on a
blog.
69. Finding Use Cases
1. Use your Seed keywords, take bulk
exports from Google Search Console
and any other research tools you have
access to.
2. Combine all of the data into one Excel
or Google Sheet and review for
common separators and split words.
3. Use an Excel formula to scrape
common use cases.
82. @seodanbrooks
Finding Page 2 rankings
A really easy way to potentially get a quick uplift in
organic traffic.
Here’s how...
83. @seodanbrooks
Finding Page 2 rankings
Head over to Google Search Console and open the
Performance Report.
Adjust the time period accordingly, add a brand name
filter and export.
86. The ‘Milkshake Method’
1. Put a competitor domain into your
preferred research tool. (Ahrefs is
great for this).
2. Preferably use a competitor site that is
ranking in the top 10 consistently.
3. Identify the organic keywords and
pages that are driving traffic and
replicate the content, only making it
better!
99. Quick recap
❖ Introduction to keyword research
❖ Looked at keyword research strategy
❖ User Intent and the Buyer’s Journey
❖ The keyword research process
❖ How we can prioritise keywords
100. Now it’s time to put what
you’ve learnt into practice
101. Exercise
❖ Using everything that you’ve learnt in
the morning session, I’d like you to
produce a keyword research
document that meets the following:
1. Takes into consideration the
businesses goals
2. Includes keywords at each stage of
user intent (Awareness, Consideration
and Decision)
3. Bonus if you prioritise your keywords
by value or combined search volume.
102. Exercise
❖ Make a copy of this keyword research
template to get you started:
https:/
/docs.google.com/spreadsheets/d
/1cbN4FDTp4i3TnHu5PeFpAfYGwoCcdN
BOB2uzZT7s4Hk/edit?usp=sharing
106. @seodanbrooks
Keyword mapping is the process of mapping out your
research to the existing URLs on the site, or
recommending new ones if they need it.