My talk at SES London 2014 covering processes, ideas and tools for keyword data mining, keyword research as well as keyword categorization for additional revenue opportunities.
What is Google Search Console and What is it provide?
Keyword Datamining & Research - SES London 2014
1. Mining your Search Keyword & Social
Data for new Revenue Opportunities
Bastian Grimm
Managing Partner
Grimm Digital
@basgr
London • 10–13 February 2014 • #SESLON @SESConf
2. London | 10–13 February 2014 | #SESLON | @SESConf
bg.vu/sesldn14
3. London | 10–13 February 2014 | #SESLON | @SESConf
LET’S DO THIS!
LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…
4. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM
5. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.UBERSUGGEST.ORG
6. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEMRUSH.COM
7. London | 10–13 February 2014 | #SESLON | @SESConf
GREAT! THANKS!
WHERE DO I GET SOME COFFEE?
8. London | 10–13 February 2014 | #SESLON | @SESConf
BACK TO THE BEGINNING…
IT ALL HAS TO START WAY EARLIER…!
9. London | 10–13 February 2014 | #SESLON | @SESConf
ALL PRODUCTS / SERVICES
10. London | 10–13 February 2014 | #SESLON | @SESConf
ALL (SUB-) CATEGORIES
11. London | 10–13 February 2014 | #SESLON | @SESConf
CREATE BUY CYCLE MODIFIERS
12. London | 10–13 February 2014 | #SESLON | @SESConf
It obviously depends on intent:
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review(s), recommendation [pre-shopping]
buy (online), purchase [shopping]
data, datasheet [general informational q’s]
cheap [esp. travel vertical]
compare, comparison [esp. finance vertical]
MORE BUY CYCLE MODIFIERS
13. London | 10–13 February 2014 | #SESLON | @SESConf
CONSIDER COLORS, MATERIALS…
14. London | 10–13 February 2014 | #SESLON | @SESConf
TIME TO DIG DEEPER
USE YOUR INTERNAL SITE SEARCH DATA!
Credits: http://bit.ly/1lpwe4X
15. London | 10–13 February 2014 | #SESLON | @SESConf
ANALYTICS SITE SEARCH LOG
https://support.google.com/analytics/answer/1012264
16. London | 10–13 February 2014 | #SESLON | @SESConf
SPLUNK LOGFILE ANALYSIS
www.splunk.com/download
17. London | 10–13 February 2014 | #SESLON | @SESConf
RELEVANSSI FOR WORDPRESS
www.relevanssi.com
18. London | 10–13 February 2014 | #SESLON | @SESConf
MATCH WITH YOUR CONTENT
DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?
19. London | 10–13 February 2014 | #SESLON | @SESConf
FAQ FOR INFORMATIONAL Q’S
30 FAQ Page Layouts: http://bg.vu/1cn6nRu
20. London | 10–13 February 2014 | #SESLON | @SESConf
FAQ FOR INFORMATIONAL Q’S
21. London | 10–13 February 2014 | #SESLON | @SESConf
IN SEO: DON’T TARGET IF…
…YOU CAN NOT FULLFILL THEIR EXPECTATIONS!
22. London | 10–13 February 2014 | #SESLON | @SESConf
ANYONE WANTS TO GUESS?
CONSIDER SEASONAL PATTERNS!
23. London | 10–13 February 2014 | #SESLON | @SESConf
OK, ONE MORE?
ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!
24. London | 10–13 February 2014 | #SESLON | @SESConf
IF YOU DON’T… START LOVING IT!
WARNING: LOCALIZED DELIMITERS & FUNCTIONS!
25. London | 10–13 February 2014 | #SESLON | @SESConf
SEOTOOLS FOR EXCEL
http://nielsbosma.se/projects/seotools/
26. London | 10–13 February 2014 | #SESLON | @SESConf
TIME FOR SOME SCALING
CREATIVITY COMBINED WITH TECH = WIN!
27. London | 10–13 February 2014 | #SESLON | @SESConf
SCRAPE Q&A SITES
E.G. QUORA CAN ASSIST IN FINDING RELATED TOPICS
Overview of Q&A Sites: http://bg.vu/seslon14qa
28. London | 10–13 February 2014 | #SESLON | @SESConf
GET IT INTO A SPREADSHEET
=importxml(“https://www.quora.com/uggs/”;”//div[@class=‘question_text_icons’]”)
29. London | 10–13 February 2014 | #SESLON | @SESConf
SUGGEST IS ALSO GREAT…
DON’T HIT ENTER TO SEE ‘EM!
Richard Baxter on SlideShare: http://bg.vu/1fTqfOA
30. London | 10–13 February 2014 | #SESLON | @SESConf
WATCH YOUR COMPETITORS
A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!
31. London | 10–13 February 2014 | #SESLON | @SESConf
ONE-CLICK BROWSER HELPER
CHROME LINKCLUMP + FIREFOX MULTI LINKS
32. London | 10–13 February 2014 | #SESLON | @SESConf
WHAT ABOUT THEIR TITLES?
GET “INSPIRATION” FROM COMPETING TITLES AS WELL
33. London | 10–13 February 2014 | #SESLON | @SESConf
SCREAMING FROG FTW!
STRIP OUT BRAND, SPLIT BY SEPERATOR(S), DONE.
http://www.screamingfrog.co.uk/seo-spider/
34. London | 10–13 February 2014 | #SESLON | @SESConf
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=htmTitle() [a site’s page title]
=htmlH1(), [a site’s main headline]
=htmlH2(), [a site’s secondary headline]
=htmlMetaKeywords [people are really using these?]
=htmlMetaDescription [some ideas for you copy?]
SCRAPE CONTENTS W/ EXCEL!
FETCH H1S, TITLES & METAS WITH SEO TOOLS
35. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM
36. London | 10–13 February 2014 | #SESLON | @SESConf
RESEARCH DB (240 MIO.)
SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH
37. London | 10–13 February 2014 | #SESLON | @SESConf
RELATED KEYWORDS
GREAT FOR SYNOYMS & NON-PHRASE MATCHES!
38. London | 10–13 February 2014 | #SESLON | @SESConf
RANKINGS > KWD FINDER
UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.
39. London | 10–13 February 2014 | #SESLON | @SESConf
GO CHECK THEIR API!
www.searchmetrics.com/en/api/
40. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.UBERSUGGEST.ORG
41. London | 10–13 February 2014 | #SESLON | @SESConf
USE GOOGLE TO SCRAPE…
GET IT HERE: bg.vu/gscrape
42. London | 10–13 February 2014 | #SESLON | @SESConf
IF YOU ARE A BIT OF A GEEK…
GOOGLE, BING, YAHOO & AMAZON AT ONCE!
Get the Script: http://bg.vu/16lines
43. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.GREPWORDS.COM
44. London | 10–13 February 2014 | #SESLON | @SESConf
ANOTHER RESEARCH DB
SV LOCAL + GLOBAL, CPC, ETC.
45. London | 10–13 February 2014 | #SESLON | @SESConf
PLAIN & SIMPLE API
http://www.grepwords.com/api.php
46. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.ALCHEMYAPI.COM
47. London | 10–13 February 2014 | #SESLON | @SESConf
GET ENTITIES BY URL
http://www.toprankblog.com/2014/01/ses-london-2014/
48. London | 10–13 February 2014 | #SESLON | @SESConf
MOST RELEVANT KEYWORDS
… AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?
49. London | 10–13 February 2014 | #SESLON | @SESConf
CLASSIFICATION ON SPEED…!
SENTIMENT & CATEGORY VIA API, YESSIR!
50. London | 10–13 February 2014 | #SESLON | @SESConf
YOU MADE IT… NICE!
NOW, PUT THIS ALL TOGETHER?
51. London | 10–13 February 2014 | #SESLON | @SESConf
=TRIM(LOWER(A1))
#1 CLEAN & COMBINE
DEDUPLICATE, CLEAN & JOIN DATA
Duplicates in Excel: http://bg.vu/1gmd759 - VLOOKUP in Excel: http://bg.vu/1dC45xQ
52. London | 10–13 February 2014 | #SESLON | @SESConf
=CONCATENATE("[",TRIM(A8),"]")
#2 NORMALIZE FOR EXPORT
TO GET EXACT MATCH SV YOU NEED TO ADD “[ & ]”
53. London | 10–13 February 2014 | #SESLON | @SESConf
#3 USE KEYWORD PLANNER
BUT DON’T USE THE INPUT FIELD…
54. London | 10–13 February 2014 | #SESLON | @SESConf
WARNING: COMPARISON ONLY!
DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!
55. London | 10–13 February 2014 | #SESLON | @SESConf
=REPLACE(DownloadString("http://uk.api.semrush.com/?act
ion=report&type=phrase_this&export=api&export_columns=
Nq&key=$APIKEY&phrase=$KEYWORD");1;13;"")
#2 CALL DIFF. APIS
E.G. SEMRUSH VOLUME PER KEYWORD
56. London | 10–13 February 2014 | #SESLON | @SESConf
EASIER: SEOGADGET FOR EXCEL
http://seogadget.com/tools/seogadget-for-excel/
57. London | 10–13 February 2014 | #SESLON | @SESConf
@basgr
Berlin-based Full-Service Performance Marketing Agency
SEO Trainings, Seminars & Strategy Consulting
bg.vu/sesldn14