How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.

1. @SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Identifying Top Converting Queries at
Every Stage of the Customer Journey

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
We tend to
underestimate the
strategic value of
keyword &
competition
research, focusing
more on the SEO
audit at the start
of the process

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
However, a Profitable SEO
Process Starts by Targeting
the Right Queries with the
Right Content

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
To avoid problems like…
Pages
ranking well
for top queries
but with very
poor SERP
CTR…
Ranking in top
positions and
growing organic
search traffic
without improved
sales…
Pages losing
rankings in
every Google
Core Update…
Not correctly
scoping the
number & types of
queries to target to
achieve goals and
justify SEO
investment

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
It’s about driving the keyword research
using these fundamental questions
WHO
Is your target
audience &
competition
WHAT
Is your audience
looking for
WHEN
In the buying
journey are they
WHERE
Do you need to
take them to
satisfy their needs
HOW
Do you need to be
shown to maximize
visibility
WHY
Ranking for these
queries is going to
help goals
Right Queries +
Right Content

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
WHO
Is your Target Audience and
Competition?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Start by understanding
the site business
offering: What’s the
product/service about?
What’s a conversion for
the site?
Remote Jobs
Publications by Hiring
Companies
Remote Jobs
Applications by
Qualified Jobs
Seekers
Remote Job Board & Alerts

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
What are the most prominent features/characteristics
and business “unique selling proposition”?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Who’s the target audience of the site? What’s their
profile? What do they care about?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Develop user
personas to
establish each
audience type
profile and
characteristics,
using tools like
Userforge
Userforge

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
What are those queries and pages that already have
better and worse rankings, CTR & conversions?
Search Analytics for Sheets

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Which are the top organic search competitors? Which
are the best ranked players in your site sector?
Semrush Sistrix

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
How they’re already ranking vs. your site? For which
relevant terms are they’re ranking & your site is not?
Semrush

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
WHAT
Is your audience looking for?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Establish terms patterns based on the identified USPs,
features, personas, current rankings & competitors
Freelancers
Remote SMBs
Global Enterprises
Software
Tool
App
Chart
Board
Project Management
Workflow Management
Project planning
Task Management
Productivity Management
Remote Communication
Online
Agile
Best
Free
Digital Marketing
Web Design
Web Development
Guide
Project Reporting
Project Reporting
Calendar
Timeline
Personal

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Use the terms patterns as “seed” in keywords tools to
identify related search queries per area/topic/need
Semrush Sistrix

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Make sure to not
leave any
important main
topic out by
checking the
different keywords
groups with higher
search volume
from SEMrush
Magic Tool
Semrush

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Create lists of each topic related terms, making sure
to take into consideration synonyms
Tool Software System

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Use most popular
informational and
transactional
modifiers to obtain
most popular
queries as well as
related questions in
Google, Quora and
Reddit…
frase.io

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
You can also obtain suggested queries from
YouTube and Google for free with Suggestmrx
suggestmrx.com

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Semrush
Complement your queries using your paid search terms
in case the site has also PPC campaigns running

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Create topic clusters with queries to group them:
Are you leaving any topic/area out? Complete if so!
Cluster Army

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Consolidate, deduplicate and get the search volume/
difficulty/trend/features metrics for those missing them
Semrush

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Sistrix creates
automatic clusters
from keywords lists,
providing monthly
search volume,
device distribution
and expected traffic
trends for them
Sistrix

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Verify for which of these you’re already ranking
to use as a criteria to prioritize the terms

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Prune for an initial queries list to target using
fundamental criteria that validates alignment
Business Relevance
Profitable Search Volume
Current Position
Existing Page/Content
Level of Competition
Search Trend

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Check the level of competition based on your own
pages if they already exist for higher accuracy
Semrush Surfer

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
WHEN
In the buying journey are users
searching?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
WHERE
Do you need to take users to satisfy
their needs?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
It’s critical to assess the audience intent with queries
to identify what’s the best way to target them

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
… is it at the awareness phase, with informational
queries researching how does products/services work?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
If so, these should be targeted with guides and
resources pages

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
… or is it at the consideration stage, with more
commercially driven queries assessing options to buy?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
In this case, then the queries should be targeted by
categories/sub-categories/features/brands/facets

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
… or is the user at the purchase stage, with branded
products queries, already convinced to purchase?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
If that’s the case, then it should be product pages the
ones meant to rank to satisfy the need and convert

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Keywords tools like Sistrix already provide insights
about their intent, per query basis or in bulk

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Take into consideration different queries variations/
synonyms w/ same need, to be targeted by same page
Project Management tool for Remote work
Project Management Software for Remote teams
Remote Online Project Management Tool
Online Project Management Software for Remote Teams
pmtool.com/remote-work/

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Do you have
doubts? Check the
pages ranking in
top positions and
the search
features! What is
the nature of
these pages? Are
they the same for
the similar
queries?
Informational
Informational/Commercial Blend

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
This cheatsheet
assigning intent to
most common
types of queries
and pages types
to which they
should be mapped
w/ examples for E-
commerce & SaaS
will help you https://bit.ly/3wKdCTe

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Use these resources to establish intent and audience
type per targeted query…

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
..as well as to map page to queries, using intent,
checking if ranked page is ok, or new is needed

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
keywordinsights.ai
Tools like
Keywords Insights
can automate this
process: creating
clusters, showing
ranked pages types
and current
rankings, saving
you time!

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Use this information to prioritize optimization efforts
and prune your targeted queries further

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
HOW
Do you need to be shown to maximize
your search visibility?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Assess opportunities to leverage search features
inclusion for your targeted queries w/ mapped pages

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
You can prioritize those that can give you more
aggregated visibility for your targeted terms list…
Sistrix

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
… and deprioritize those showing features you know
you can’t leverage and will generate a low CTR
Semrush

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Make sure to
also take this
into
consideration
when prioritizing
your content &
structured data
optimization
efforts

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
WHY
Is ranking for these queries going to
help you achieve goals?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
What’s the potential of your identified total
addressable market? Is it enough for a positive ROI?

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Seomonitor
How much you can bring if you rank in top 10 for
the targeted queries in a year? Forecast it!

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Configure projection taking into consideration CTR
values using SERP/Device, search volume w/seasonality

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
…as well as conversion rate, to identify additional
revenue, taking into account the alternative Ads cost

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Do you want to develop the forecasts from scratch
yourself? Take a look at these excellent resources!
https://moz.com/blog/seo-
forecasting-in-google-sheets
https://erudite.agency/insights/forecasting-for-seo-creating-
expectation-and-showing-return-on-investment/

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Use the
international SEO
ROI Calculator to
assess if the
expected additional
conversions will
generate a positive
ROI taking into
consideration costs
https://bit.ly/3rbRSi0

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
If not, expand
and/or refine
accordingly, until
your forecasts are
aligned with your
established SEO
goals

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@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Just remember to ask the right questions,
to identify the right queries for the right content!
WHO
Is your target
audience &
competition
WHAT
Is your audience
looking for
WHEN
In the buying
journey are they
WHERE
Do you need to
take them to
satisfy their needs
HOW
Do you need to be
shown to maximize
visibility
WHY
Ranking for these
queries is going to
help goals
Right Queries +
Right Content

59. @SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
I’m Aleyda Solis
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* #SEOFOMO Newsletter Wrangler
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
* remoters.net Co-Founder
Thank you! See you at the next SMX