The Keyword Research Process That Generated 1.6 Million Impressions In 6 Months - Bristol SEO Meetup - 26th March 2019

@seodanbrooks @airadigital
@seodanbrook
s

I’m an SEO Executive for Aira.

I love doing keyword research.

Here are some of my favourites…

“will bananas kill me”

“how do i improve my lovelife”

and my personal favourite to date…

“my balls are saggy”

I’ve done a lot of research for clients.

And I do this pretty much every day.

And that’s OK.

I love a spreadsheet!

So will you.

What are you going to get from this talk?

Results...

A keyword research process that will...

Identify competitors ranking terms...

Identify competitors ranking terms,
Highlight content gaps you didn’t know you had...

Highlight content gaps,
Increase the number of impressions...

Highlight content gaps,
Increase the number of impressions,
Drive people to your content.

It works...

I have a problem... Here are some solutions... I’m ready to take action...

“I Need To Lose Weight”
“Why Do I Have A Beer Belly”
“Lose Beer Belly”
“Best Weight Loss Products”
“Compare Rowing Machines”
“Safest Diets To Lose Weight”
“Cheap Gym Membership”
“Buy A Rowing Machine”
“Order Fat Free Snacks Online”

Step 1: Creating a research
document

What data do we want to review?

Keyword

Stage Of Buyers Journey
Awareness? Consideration? Decision?

Keyword Type
Cluster? Pillar? Target?

Secondary Keywords

Search Volume

Estimated CPC
If you’re looking for keywords to bid on.

Competition %

Any Additional Metrics

@RateMyBanana

Download my keyword
research template here:
aira.net/bristol-seo

Step 2: Gather your ‘seed’ keywords

How
?

Start by brainstorming ideas

Analyse the website

Speak to your client or sales team

Step 3: Identify your competitors ranking
keywords

https://moz.com/explorer
● Free & Paid Options
● Competitors Ranking Terms
● New Keyword Recommendations

1. Create a new ‘keyword list’

2. Name your list and adjust the location

3. Add your URL and start a search

4. Add your competitors URLs

5. Compare the keywords

6. Add any relevant keywords to your list & export

Other tools you could use for this

Step 4: Identify your converting keywords

Head over to Google Analytics

Acquisition > Google Ads > Search
Queries

Adjust the date range, select & sort goals
before applying weighted sort
Change from Default to Weighted Select ‘All Goals’ or a specific goal
to gather queries for
https://support.google.com/analytics/answer/1042020?hl=en

Select the
keywords you want
and export

Quick Recap

You’ve created a research document

You’ve produced a ‘seed’ keyword list

You’ve stolen borrowed your
competitors ranking keywords

You’ve highlighted your converting queries

Step 5: Use research tools to find more ideas

Create a new keyword list or add to one

Use a ‘seed’ keyword to get recommendations

Filter the recommendations

Try to find question keywords

Why?

Add the keywords to your
preferred list and export

Other tools?

Website: https://www.semrush.com/features/keyword-magic-tool/
Cost: Free & Paid
Good For: Grouping keywords & identifying featured snippet opportunities

Website: https://www.infinitesuggest.com/
Cost: Free
Good For: Finding Google Auto Suggest keywords

Website: https://answerthepublic.com/
Cost: Free
Good For: Finding question keywords

Step 6: Populating your research document

Add in your keywords &
metrics

Think of the buyer’s journey when
labelling with intent and keyword type

Start prioritising

Not quite…

Step 7: Start mapping out your research

List Indexable URLs Map Keywords To Internal Linking
Screaming Frog Titles Blog Posts
Sitebulb Descriptions Resources/Pillar Pages
DeepCrawl Headings Booking Forms/Products
Consider Internal Linking
Keyword mapping fundamentals

Keyword mapping example

Step 8: Implement your research & mapping

Step 9: Track & monitor the impact

Here’s the results of this process

Takeaways For You

Takeaways
1. Get a research document - aira.net/bristol-seo

Takeaways
2. Identify competitors ranking terms

Takeaways
3. Grab your converting terms

Takeaways
4. Avoid tunnel vision

Takeaways
4. Avoid tunnel vision
5. Implement and track the impact

Thank You!
@seodanbrooks
@airadigital

The Keyword Research Process That Generated 1.6 Million Impressions In 6 Months - Bristol SEO Meetup - 26th March 2019

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The Keyword Research Process That Generated 1.6 Million Impressions In 6 Months - Bristol SEO Meetup - 26th March 2019