Slides from Dan Callis' "Keywords, Keywords Everywhere" talk at the Manyminds Give It A Go Conference on 20th October 2017. The aim of this talk was to help and inspire digital marketers to look at bigger chunks of keyword data with ease and on low budgets. A link to the tool included as part of this talk can be found here: https://www.strategiq.co/mm-kw-doc A link to the blog post where these slides are embedded, with more information on the talk, can be found here: https://strategiqmarketing.co.uk/blog/keywords-everywhere-manyminds-giat-october-2017/ ‎

1. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Keywords, Keywords Everywhere
(And Using Excel to Sort Them)
Manyminds Meets: Give It A Go Conference
Dan Callis
Technical SEO Consultant

2. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
DISCLAIMER
I’m not here to teach you how to use Excel or
formulas.
That would be dull for the disinterested and
patronising for the experts (which I’m far from BTW).
I’m here to show you the data, tools and methods I
use with Excel for keyword research.

3. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Keyword data
Let me show you how to look at the bigger picture

4. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
What I want to show you today...
How to sort large volumes of
keywords and prioritise your SEO
strategy.

5. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
What I want to show you today...
Even better, you could easily do
this tomorrow…
Or Monday, weekends are for

6. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
What I want to show you today...
Plus, with little-to-no budget.

7. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Try and stick with me...
I’m going to try and keep this as
simple as I can. I promise I’ll
make your life much easier at the
end!

8. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
“Hero” Keywords
They make sense, but they can also be a hindrance

9. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Don’t get me wrong, they are still important...
They drive the most relevant
traffic

10. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Don’t get me wrong, they are still important...
They result in the most business

11. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Don’t get me wrong, they are still important...
Oh, and it’s nice to brag

12. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
But the issues I have...
They are very competitive,
sometimes too much for new or
penalised sites

13. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
But the issues I have...
Relying on a small pool of
keywords can be risky

14. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
But the issues I have...
Sometimes phrases are too
broad

15. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
But the issues I have...
You can lose sight of other SEO
opportunities

16. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co

17. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
I’ve seen this happen
And trust me, it sucks

18. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Not all keywords are equal…
...but they all bring relevant traffic

19. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
The SEO funnel
The bottom funnel
Ready to purchase
“Buy Tomacco online”
“Cheap Tomacco”
“Tomacco free delivery”
Mid funnel
Considering a purchase
“Tomacco reviews”
“Is Tomacco safe”
“Best flavour of Tomacco”
Top funnel
May not know what they need yet
“How to quit smoking”
“Ways to quit smoking”
“Does tobacco flavoured food exist”

20. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Intent of search
What’s the end goal of the user?

21. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Bottom funnel
I know what I want
I know that I need it
I know what it is
I know what it does
I want it now

22. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Mid funnel
I think I know what I want
I need to be certain that I need it
I need to know more about what it is
I need to know what it does specifically
I want to know which offering serves me best

23. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Top funnel
I need a solution
Is it even possible? Does a solution exist?
I don’t know much about the subject
I don’t know how any of it works
I’m still very much in the research phase

24. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Where to find these keywords
Here are some of my personal go-to places

25. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Google Search Console
It’s data from Google for your site,
pretty good place to start.
https://www.google.com/
webmasters/tools/home

26. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Google Analytics
Yes, Google sucks for (not provided),
but you can get keyword data from
paid search and other search
engines still.
https://analytics.google.com/

27. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Bing Webmaster Tools
Yes, I said the “B word”. Bing might
be second priority for most sites in
the UK, but BWT has some great
data.
https://www.bing.com/toolbox/
webmaster

28. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Google Keyword Planner
The keyword ideas tool is useful for
finding more phrases to target, and
it also has search volume &
competitiveness data.
https://adwords.google.com/
intl/en_uk/home/tools/
keyword-planner/

29. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
SEMrush
A paid for tool, but brilliant for
mining your own site or
competitors for keyword data.
Arguably fills the gap Google left
with (not provided).
https://www.semrush.com/

30. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Google advanced search
5 bums on a rugby post:
(intitle:who OR intitle:how OR
intitle:why OR intitle:where OR
intitle:when OR intitle:which)
I wrote a blog post on this here:
https://www.semrush.com/blog/
How-to-find-the-best-content-
ideas-in-6-easy-steps/

31. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Competitors
Crawl your competitors sites or get
their top performing pages from
SEMrush. Look what content is
performing best for them.
I wrote a blog post on this here:
https://www.semrush.com/blog/
How-to-find-the-best-content-
ideas-in-6-easy-steps/

32. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Found PPC Keyword Tool
Sometimes, some common sense
can help you find ideas. Found’s PPC
tool is amazing for concatenating
words together to different variants
of queries.
https://www.found.co.uk/
ppc-keyword-tool/

33. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
What about the data?
Keywords without data are pretty pointless!

34. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Google Keyword Planner
SEMrush
Rank tracking tools
PPC & Adwords
WARNING: There are some big
discrepancies with keyword volume
due to Google limiting accessible
data!
KEYWORD SEARCH VOLUME & DIFFICULTY

35. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Advanced Web Ranking
CLICK THROUGH RATES AND SEARCH SHARE
Advanced Web Ranking CTR Study
Great for forecasting current search
share & potential click gains based
on search volume.
https://www.advancedwebranking.
com/cloud/ctrstudy/

36. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Advanced Web Ranking
CURRENT SEO PERFORMANCE
Google Search Console
SEMrush
Rank tracking tools
Data such as exact position, average
position over periods, current clicks
from keywords.

37. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
Advanced Web Ranking
CATEGORISATION
I do this manually
(for now…)
Level in funnel & hero keywords
Reviews & research
Queries & informational
Contains core phrases

38. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
What to do with all this data
Connecting the dots

39. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Once the data has all been collected, you’ll likely have…
●Keywords
●Search volumes global
●Search volumes national
●Search volumes local
●Keyword difficulty
●SERP CTRs
●Current rankings
●Current clicks
●Categorisation
But split across multiple sheets and sources these aren’t much good.
Step up Excel!

40. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
=VLOOKUP
To look up a data point in another set of data for the same
keyword, and return that value in your working sheet.
=VLOOKUP(the metric you want to look up, the columns/rows
you want to find this data, the column you want the formula to
return the data from, FALSE for exact match)
=VLOOKUP(A2,B:C,2,FALSE)
https://chris-green.net/really-easy-vlookups-for-excel-spreadsheet-beginners/

41. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
=SUMIF
To look up a data point in another set of data for the same
keyword, and return that total of all that match said criteria in a
sheet
=SUMIF(the column you want to look for matched criteria, the
criteria you want it to match, the columns of data you want to to
total if the criteria matches)
=SUMIF(B:B,A2,C:C)

42. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
=AVERAGEIF
To look up a data point in another set of data for the same
keyword, and return the average of all that match said criteria in
a sheet
=AVERAGEIF(the column you want to look for matched criteria,
the criteria you want it to match, the columns of data you want to
to average if the criteria matches)
=AVERAGEIF(B:B,A2,C:C)

43. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
I use VLOOKUP, SUM and AVERAGE daily,
and more than any other formula.
If you know these three formulas, it’s a good
starting point to naturally get better at Excel.

44. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Things you can start to do with these three simple formulas
VLOOKUP to see how you are currently performing for all keywords in terms of
position, clicks and search share from Google.

45. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Things you can start to do with these three simple formulas
SUMs between search volume, current position/clicks and CTR data to see how
many potential clicks you could gain by improving rankings for a keyword.

46. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
Things you can start to do with these three simple formulas
SUMIFs and AVERAGEIFs on categories to see how you are currently performing
and how much opportunity there is for groups of keywords.

47. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
And if you get stuck...
Google your issue or what you’re trying to do, there’s almost
always an article or a forum discussion around that will help!

48. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
How can all of this help?
These are the best uses I’ve found

49. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
This data equals...
A great place to start when prioritising SEO strategy immediate
focus and long term focus based on where the biggest areas of
growth are.

50. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
This data equals...
Simplifies data for client communication. Present SEO in a top
level way they can easier understand, and also helps inform
them where they should focus their efforts.

51. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
This data equals...
A great overview of everything competitors are targeting, and
potential to find new niches first.

52. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
This data equals...
Opens up the importance of evergreen content as a whole
rather than focus on the small numbers, as well as prioritise
which articles you should write first/put the most into.

53. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
And overall…
SEE THE BIGGER PICTURE

54. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
You said earlier to “stick with you”
Make my life easier please?

55. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
I did say that, so here you go...
Here’s a Google sheet with all the formulas built in, as well as
clear instructions on how to use it...
www.strategiq.co/mm-kw-doc

56. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
I did say that, so here you go...
Insert your client or
website data into the
specified sections
and the sheet will do
all the work for you.

57. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
S
I did say that, so here you go...
Look at the formulas
Learn them
Play with them
Break them
Tweak them
Make them work for you.

58. #mmgiveitago
20th October 2017
@callis1987
www.strategiq.co
@callis1987
www.strategiq.co
#mmgiveitago
20th October 2017
I hope you’ve enjoyed this talk and
taken something away from it
Any questions, feedback or
awesome tweaks to the tool
provided, send them my way:
@callis1987
dan@strategiq.co
Cheers.
PS. If anyone wants to talk about the
Simpsons later on over drinks, I’m your guy!