Keyword Research: A Proven Process To Plan & Grow Traffic (CMW 2019)
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Most content fails to grow traffic not because it lacks links, is low quality or poorly executed. But because it lacks great planning. In this session, you will learn the exact process Dan has repetitively used to plan content which grows traffic. You'll learn creative ways to find uncovered keyword opportunities, how to analyze topics to find 'ranking gaps', and how to plan your content calendar around topics that will lead to the most traffic. Takeaways from the presentation: - Know why the topics you choose to write about are the number one factor to content success (or failure) - Learn how to quickly identify keyword and topic opportunities - Learn how to analyze keywords and topic for 'ranking gaps' - Understand how to calculate potential traffic (and why this is much better than search volume) - Leave with a starter spreadsheet to start building their own functioning, field-tested, SEO content calendar Presented at Content Marketing World 2019
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Keyword Research: A Proven Process To Plan & Grow Traffic (CMW 2019)
- 2. VS
- 3. Y O U ' V E B O U G H T I N T O S E O M Y T H S or, you're just confused by them
- 4. 350,000+ lifetime visits Ranked #1 for almost 3 years MYTH: WORD COUNT 650-ISH WORDS
- 5. 14,000+ Clicks last month alone MYTH: LINK BUILDING NO PRO-ACTIVE LINK BUILDING
- 6. it's score may or may not matter at all unless you are certain the focus keyword and content created are a perfect match. MYTH: "FOCUS KEYWORD" USING IT DOES NOT IMPACT RANKINGS
- 7. Subdomains vs subfolders Keywords "Stuffing" SEO Does NOT Ruin Content Publishing Frequency and Consistency Don't Matter EAT (the type described in the Quality Raters Guidelines) is NOT part of the algorithm MORE SEO MYTHS MASTERING THE ART OF SELLING PRESENTATION
- 8. Y O U ' R E U S I N G S E A R C H V O L U M E I N S T E A D O F T R A F F I C P O T E N T I A L
- 9. Pages rank for dozens, hundreds or thousands of keywords - all with their own volume, and the aggregate results in traffic. HOW TRAFFIC ACTUALLY HAPPENS SEARCH VOLUME ≠ TRAFFIC
- 10. Pages rank for dozens, hundreds or thousands of keywords - all with their own volume, and the aggregate results in traffic. HOW TRAFFIC ACTUALLY HAPPENS SEARCH VOLUME ≠ TRAFFIC
- 11. Pages rank for dozens, hundreds or thousands of keywords - all with their own volume, and the agreegate results in traffic. HOW TRAFFIC ACTUALLY HAPPENS SEARCH VOLUME ≠ TRAFFIC
- 12. Y O U ' R E T R Y I N G T O O H A R D (sort of)
- 13. A small handle of posts drive most of traffic. 80/20 RULE SMALL INPUTS > LARGE OUTPUTS The 80/20 SEO Strategy Video
- 14. A small handle of posts drive most of traffic. 80/20 RULE SMALL INPUTS > LARGE OUTPUTS The 80/20 SEO Strategy Video
- 15. T H E B I G G E S T M I S T A K E
- 16. How NOT To Plan Content For Search Traffic RANDOM TOPIC CHOICE WRITE A "GREAT" ARTICLE LINK BUILD"SEO" IT
- 17. How To Plan Content For Search Traffic KEYWORD RESEARCH MATCH CONTENT TO TOPIC MAINTAIN & MEASUREUNDERSTAND MODERN SEO
- 18. How To Plan Content For Search Traffic KEYWORD RESEARCH MATCH CONTENT TO TOPIC MAINTAIN & MEASUREUNDERSTAND MODERN SEO
- 19. A less painful way to do "keyword research"... KEYWORD RESEARCH MAINTAIN & MEASURE
- 20. Gather "Seed" Keywords STEP ONE
- 21. Play with list options Don't need to use for metrics, just ideas METHOD 1: MOZ KEYWORD EXPLORER https://analytics.moz.com/pro/keyword-explorer
- 22. Based on questions people ask around the web More popular topics work well (but still try smaller ones) METHOD 2: BUZZSUMO QUESTION ANALYZER https://app.buzzsumo.com/research/questions
- 23. Combine With Common Content Type Keywords STEP TWO
- 24. The plural word is the ‘noun’ - the searcher generally wants information organized in that way. Examples: Digital marketing strategies Facebook ad tips Cybersecurity best practices Preschool curriculum ideas Customer service tools (you have to figure out what “tools” means)... examples... techniques... skills... traits INFORMATION/CONCEPT LIST
- 25. The searcher is trying to understand the difference between two things Examples: Silver bars vs coins Keto vs paleo Hearing aid vs sound amplifier VPN vs Proxy VS
- 26. The plural "thing" is the noun around the topic the user is interested in. Examples: Piano Apps Business Podcasts Marketing Books ...conferences ...events ...websites - OBJECT/THING LIST
- 27. Examples: How to jump a car How to cook on the grill How to ask a girl out - HOW TO / PROCESS
- 29. User is asking simple question on the surface but it's an opportunity to go more in depth. Examples: Is facetime safe is butter dairy Is piano hard to learn Use: answerthepublic to find a lot of these! - YES/NO QUESTION
- 30. User is asking simple question on the surface but it's an opportunity to go more in depth. Examples: Is facetime safe is butter dairy Is piano hard to learn Use: answerthepublic to find a lot of these! - YES/NO QUESTION
- 31. The query added to the topic makes the subject of the article concrete. Examples: History Timeline Pros and cons FactsQuotes Recipes Biography Job requirements Review - LOTS MORE...
- 32. Rules of thumb: Start with definition (Commonly searched with “what is” or “definition”) Use google and topic research to determine structure and sections Might be a candidate for multi-page section “hub” - TOPICS: USE CAUTION
- 33. Simply combine your seed topics with content type keywords CREATING FULL KEYWORDS
- 34. Calculate Traffic Potential STEP THREE
- 38. Determine Ranking Potential STEP FOUR
- 39. Scan titles and content to see if current results match the query. GAP 1: RELEVANCE GOOGLE'S #1 METRIC* *Paul Haahr: How Google Works
- 40. Look for results with equal or lower DA than yours. Niche can matter (Google may rank lower DA but higher niche focus) GAP 2: AUTHORITY STRENGTH OF A SITE BASED ON BACKLINKS MozBar Plugin
- 41. Look for results that have weaknesses or make you cringe GAP 3: QUALITY HOW GOOD THE RESULT (AND WEBSITE IT'S ON) IS
- 42. Look for results that have weaknesses or make you cringe GAP 3: QUALITY HOW GOOD THE RESULT (AND WEBSITE IT'S ON) IS
- 44. Sort by traffic potential, filter by other criteria
- 45. Get a copy of this spreadsheet --> http://bit.ly/PlanSEOCMW19
- 46. How To Make "Great" Content STEP SIX
- 49. STUDY GOOGLE WHAT DOES A USER REALLY WANT?
- 50. Prove Your Worth STEP SEVEN
- 51. ROI! <-ARTICLE ON DRIFT SPELLS OUT 10 WAYS CONTENT CONVERTS HTTPS://WWW.DRIFT.COM/BLOG/CONTENT- MARKETING-ROI/
- 52. ROI! <-ONE EXAMPLE: PERSONALIZED SEARCH
- 53. ROI! <-ASSISTING AND FIRST CLICK CONVERSIONS