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How	
  to	
  Win	
  Your	
  
Keyword	
  Battles
Featuring:	
  Sebastien	
  Edgar
@Searchmetrics
Sebastien	
  Edgar
SEO	
  Specialist,
Searchmetrics
Today’s	
  Speaker
@Searchmetrics
It	
  doesn’t	
  have	
  to	
  be	
  an	
  uphill	
  battle
@Searchmetrics
Who	
  rules	
  the	
  SERPs?
@Searchmetrics
The	
  big	
  picture
• Wikipedia	
  ranks	
  for	
  24 billion	
  
organic	
  keywords	
  – with	
  an	
  
SEO	
  value	
  of	
  $255	
  million
• Dominates	
  informational	
  
queries	
  
of	
  all	
  position	
  2	
  results	
  
are	
  from	
  Wikipedia
29%
(2015	
  Ranking	
  Factors	
  Study)
@Searchmetrics
The	
  transactional	
  landscape
(PowerReviews) (comScore)
@Searchmetrics
What	
  can	
  we	
  learn	
  from	
  Amazon?
(PowerReviews)
@Searchmetrics
So	
  how	
  can	
  you	
  
win	
  prime	
  space	
  on	
  the	
  SERP?
?
@Searchmetrics
Know	
  your	
  
competitors1
@Searchmetrics
Define	
  your	
  keyword	
  set
@Searchmetrics
Spot	
  check	
  the	
  SERPs
PPC	
  Ads
PPC	
  Ads
Photo	
  
results
PLAs
Local	
  
Knowledge	
  
Graph
“People	
  also	
  
search	
  for”
79%of	
  keywords	
  include	
  
Universal	
  Search	
  integrations
(2015	
  Universal	
  Search	
  Study)
@Searchmetrics
Understand	
  your	
  total	
  market
Likely	
  
competitor
Unlikely	
  
competitor
@Searchmetrics
Not	
  all	
  competitors	
  are	
  made	
  equal
VS.VS.
Transactional Informational
@Searchmetrics
Build	
  on	
  your	
  strengths
29%
26%
21%
18%
72%
13%
7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1	- 3 4	-6 7	- 10 11	- 20
Position	Spread	- Shared	Keywords
Amazon Tennis	Wearhouse
Leverage
Customer	
  Loyalty
Target	
  
the	
  Enthusiast
@Searchmetrics
Find	
  your	
  
niche2
@Searchmetrics
Meet	
  customers	
  where	
  they	
  are:	
  local
@Searchmetrics
Meet	
  customers	
  where	
  they	
  are:	
  international
@Searchmetrics
Zappos	
  vs.	
  Zalando
@Searchmetrics
Aim	
  for	
  the	
  long	
  tail
(www.dynamicsdigital.co.uk)
@Searchmetrics
The	
  case	
  of	
  Quora
@Searchmetrics
Quora vs.	
  Wikipedia
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 2 3 4 5 6 7 8 9 10
Query	Word	Length	for	#1	Ranking	- Quora	vs.	Wikipedia
Quora Wikipedia
Query	
  word	
  length	
  for	
  #1	
  ranking
@Searchmetrics
Quora vs.	
  InterNations
0
50
100
150
200
250
1 2 3 4 5 6 7 8 9 10
Position	for	top	shared	keywords	- InterNations	vs.	Quora
InterNations Quora
Position	
  for	
  top	
  shared	
  keywords
@Searchmetrics
Keyword Search	Volume Universal	Search	Integrations Amazon Best	Buy Target Walmart Yearly	Seasonality
bluetooth	speakers 144,906																		 news,video,images 2 1 5 25
best	bluetooth	speakers 37,750																				 news,video 13 8 50 50
portable	bluetooth	speakers 11,241																				 images 1 3 5 12
wireless	bluetooth	speakers 7,620																						 news,video 5 1 2 23
best	portable	bluetooth	speaker 6,909																						 video 10 11 50 44
outdoor	bluetooth	speakers 5,480																						 2 1 23 7
loudest	bluetooth	speakers 3,870																						 video 12 21 50 43
cheap	bluetooth	speakers 2,421																						 video 2 8 3 18
top	bluetooth	speakers 2,345																						 video 9 14 50 30
bluetooth	speakers	for	iphone 1,938																						 video 2 1 6 18
bluetooth	speakers	review 1,837																						 video 15 34 14 50
small	bluetooth	speakers 1,796																						 video,images 2 6 5 47
loud	bluetooth	speakers 1,793																						 video 12 50 34 46
best	bluetooth	speak	under	100 1,639																						 video 11 50 50 50
best	wireless	bluetooth	speaker 1,616																						 video 11 6 16 50
best	bluetooth	speaker	under	50 1,476																						 video 11 20 50 50
best	outdoor	bluetooth	speakers 1,338																						 video 19 8 50 38
waterproof	bluetooth	speakers 1,322																						 video,images 2 29 21 3
top	rated	bluetooth	speakers 1,291																						 video 9 17 45 50
bluetooth	speakers	for	car 1,237																						 video 3 2 50 7
big	bluetooth	speakers 1,192																						 video,images 1 33 38 50
Where	
  the	
  big	
  players	
  are
Kw	incl.	
Main	kw
Kw	excl.	
Main	Kw
Amazon 5 9
Best	Buy 5 10
Target 17 34
Walmart 30 37
“bluetooth speakers”	
  keyword	
  landscape
@Searchmetrics
Remember	
  
best	
  practices3
@Searchmetrics
Don’t	
  forget:
Remember	
  that	
  ranking	
  factors	
  vary	
  by	
  industry
Focus	
  on	
  helpful,	
  unique	
  content
Forget	
  black	
  hat	
  – don’t	
  try	
  to	
  game	
  the	
  system
Optimize	
  low	
  hanging	
  fruit	
  (e.g.	
  metadata)✓
✓
✓
✓
@Searchmetrics
Thank	
  you
Still	
  have	
  more	
  questions?	
  Reach	
  out	
  any	
  time:
hello@searchmetrics.com
Q&A

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[US] How to Win Your Keyword Battles - Sebastien Edgar