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How To Do Technical Keyword Research For A New Website

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How To Do Technical Keyword Research For A New Website

  1. 1. How to Do Technical Keyword Research for a NEW Website.
  2. 2. Hey, I’m Leigh McKenzie Sr. SEO Strategist, From The Future. @lmckenzie_16
  3. 3. Keyword research is still the most important aspect of SEO.
  4. 4. How did we get here?
  5. 5. Hummingbird, RankBrain & SEO Hummingbird (2013) ● Was a complete overhaul of the core algorithm. ● Google’s changing approach from keyword-oriented searches to intent-oriented searches RankBrain (has 2 main jobs) 1. Understanding search queries (keywords) 2. Measuring how people interact with the results (user satisfaction) @lmckenzie_16
  6. 6. Keyword Research in a RankBrain World ● Google can now understand the INTENT behind a keyword. ● Gone are the days of creating hundreds of pages optimized around different keywords. ● Need to tweak the keyword research process to be more RankBrain-friendly. ○ Long tail keywords are less important. ○ Focus on medium tail keywords. Image from Brian Dean @lmckenzie_16
  7. 7. topics
  8. 8. What is Topical Authority? ● Topical authority is the authority over a niche or broad idea set ● You want Google to perceive your website as best solution to a user’s search intent Why Do We Care About Topical Authority? ● Allows you to rank for a broader range of keywords ● Keep users on your site by answering every question they might have about a topic @lmckenzie_16
  9. 9. Building Topical Authority with Topic Clusters ● A single “pillar page” acts as the main hub of content for an overarching topic ● Multiple content pages that are related to that topic link back to the pillar page and to each other. ● This structure builds signals that the pillar page is an authority on the topic @lmckenzie_16
  10. 10. Before Topic Clusters Graphic inspired by HubSpot @lmckenzie_16
  11. 11. With Topic Clusters in Action Graphic inspired by HubSpot @lmckenzie_16
  12. 12. What does the keyword research process look like?
  13. 13. Our methodology is relatively straightforward... 1. Start with your niche 2. Choose your seed keywords (phrases, not words) 3. Generate keyword ideas and organize your keywords into topics and subtopics ○ Identify competitors and expand your list 4. Prioritize and create timelines for ranking 5. Get strategic with your on-page content strategy @lmckenzie_16
  14. 14. Let’s try it out.
  15. 15. Step 1: Pick Your Niche - Drones Why drones? ● Drones are awesome ● It’s still a relatively new market, with plenty of growth potential ● There are a lot of content opportunities What’s the angle? ● Target people interested in drones ● Monetize traffic with an affiliate program @lmckenzie_16
  16. 16. Step 2: Choosing Seed Keywords SEMrush Keyword Magic Tool @lmckenzie_16
  17. 17. Step 2: Choosing Seed Keywords Continued Best Drones 240k searches / month How to Fly a Drone 76k searches / month Drone Racing 130k searches / month DIY Drones 10k searches / month Drone Training 6k searches / month @lmckenzie_16
  18. 18. Step 3: Generate Keyword Ideas SEMrush Topic Research Tool
  19. 19. Step 3: Generate Keyword Ideas AnswerThePublic.com @lmckenzie_16
  20. 20. Step 3: Generate Keyword Ideas Continued Best Drones Best Drone for Racing Best Drones for Professionals Best Mini Drones Best Camera Drone Best Drone for Photography Best Drone for Beginners Best Drone for Kids @lmckenzie_16
  21. 21. Step 4: Prioritize & Create Timelines for Ranking ● Review all of your topic and subtopic keyword groups ○ How much volume? ○ What’s the ranking difficulty? ● Forecast traffic based on rankings ● Estimate value based on converting traffic @lmckenzie_16
  22. 22. Step 5: Create the Right Content ● Check Google before creating any content ● What’s ranking right now? ○ What type of content is it? ○ How long is the content? ● Make sure you match the user’s intent for any content that you create @lmckenzie_16
  23. 23. Step 6: Create the Right Content TF*IDF & LSI ● Term frequency times inverse document frequency ● Calculates weights based on frequency of terms used throughout entire document set ● Used by search engines to figure out the relevance of pages to a given query. @lmckenzie_16
  24. 24. TF*IDF Result for “Best Drones for Beginners” https://imfromthefuture.com/tfidf-tool/ @lmckenzie_16
  25. 25. Topic Cluster Examples
  26. 26. Examples - Hubspot Instagram Marketing @lmckenzie_16
  27. 27. Examples - Hubspot Instagram Marketing @lmckenzie_16
  28. 28. Examples - IoT Security @lmckenzie_16
  29. 29. Examples - All Inclusive Resorts @lmckenzie_16
  30. 30. SEMrush.com Two week free trial for Guru Plan: semrush.com/IFTF050318 @lmckenzie_16
  32. 32. Who Are We Where other agencies try to tack on new services, From The Future (“FTF”) is not a group of generalists dropped into unfamiliar roles and told to “figure it out.” FTF has assembled a super team of industry experts with deep expertise in various aspects of digital marketing. We brought together some of the most talented individuals in Search Engine Marketing, Social Media and Content Marketing, Influencer Marketing and Link Building, and Design and Development. We are fiercely competitive, meticulous and extraordinarily passionate. We work with companies looking to drive more traffic, convert more sales, and dominate their industry.
  33. 33. What We Do Design Search/SEO Content Link BuildingSocialStrategy Web DevInfluencers Email Marketing Email Automation
  34. 34. Selected Clients
  35. 35. Selected Clients
  36. 36. Fill out our Discovery Form