Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Shopping for keywords - topic research for ecommerce (for The SEO Social, May 2017)

322 Aufrufe

Veröffentlicht am

This is a talk I delivered at The SEO Social (a meetup by The Digital Showcase) on the 29th May 2017. I wanted to take a look at how I see keyword research for ecommerce sites developing, and we can make better selling content that addresses shopper intent.

"For commercial websites, the race is on for brands to become publishers, and retailers to show-off their expert, or E-A-T, content credentials.

Keyword research is fundamental for most SEO campaigns, but for e-commerce sites it is the difference between seeing plenty of footfall or being stuck in a quiet backstreet.

Fortunately, we have more keyword and audience research tools than ever before. And in this talk, we’ll look at some of the best options to find content topics across the entire purchase cycle. With tips on finding how your audience talks about your product, and the problems they search for help with, this talk aims to expand your site’s reach, and fast."

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Shopping for keywords - topic research for ecommerce (for The SEO Social, May 2017)

  1. 1. SHOPPING FOR KEYWORDS C h a r l i e W i l l i a m s 2 4 t h M a y 2 0 1 7
  2. 2. @ P A G E S A U C E LIKE Que st io n . W h y d o n ’ t y o u l i k e d o i n g k e y w o r d r e s e a r c h ?
  3. 3. @ P A G E S A U C E How do we expand categories into thematic topics? ECOMMERCE CONCEPTS? Oppo r t un it y.
  4. 4. Standard keyword research gives you standard targets FIGHTING BIG NAMES Oppo r t un it y. @ P A G E S A U C E
  5. 5. FINDING EXEMPLARS Oppo r t un it y. @ P A G E S A U C E moz.com/blog/tactical- keyword-research-in-a- rankbrain-world/
  6. 6. INTENT > VOLUME Oppo r t un it y. @ P A G E S A U C E & mass relevancy is our tool for ranking for more terms
  7. 7. @ P A G E S A U C E SEARCH THE WHOLE FUNNEL B r e a k d o w n t h e s t a g e s o f a w a r e n e s s & i n t e n t
  8. 8. TRADITIONAL FUNNEL Int ent . @ P A G E S A U C E customerjourneymarketer .com/new-digital- marketing-funnel-stages/
  9. 9. SEARCH QUERY TYPES @ P A G E S A U C E Int ent . getstat.com/blog/search- intent-conversion- optimization/
  10. 10. Google’s Micro Moments identifies 4 types of modern search intent MODERN SEARCHES Int ent . @ P A G E S A U C E
  11. 11. What does search query indicate they want, & how do we match it? MAPPING INTENT Int ent . @ P A G E S A U C E ENGAGEMENT EDUCATION RESEARCH PURCHASE I N F O R M A T I O N A L I N F O R M A T I O N A L / C O M M E R C I A L C O M M E R C I A L I N V E S T I G A T I O N T R A N S A C T I O N A L
  12. 12. What does search query indicate they want, & how do we match it? MAPPING INTENT Int ent . @ P A G E S A U C E ENGAGEMENT EDUCATION RESEARCH PURCHASE C O N T E N T M A R K E T I N G / B R A N D A W A R E N E S S C O N T E N T M A R K E T I N G / G U I D E C O M M E R C I A L G U I D E S / C O M P A R I S O N T O O L S C A T E G O R Y / P R O D U C T
  13. 13. @ P A G E S A U C E RESEARCH AUDIENCE H o w o u r a u d i e n c e t a l k s a b o u t o u r p r o d u c t
  14. 14. What can we learn about our audience, & what they’ll search for? THEIR MOTIVATION Audie n ce . @ P A G E S A U C E P R O B L E M S T H E Y F A C E ? W H A T B O T H E R S T H E M ? W H A T I S T H E I R G O A L ? W H A T C A N W E M A K E B E T T E R ?
  15. 15. LET’S ASK THEM @ P A G E S A U C E Audie n ce . www.google.com/ analytics/surveys/
  16. 16. Can we crowdsource new ways the public might describe us? @ P A G E S A U C E Audie n ce . dejanseo.com.au/newtail/ LET’S ASK THEM
  17. 17. @ P A G E S A U C E LET’S ASK THEM Audie n ce . Can we crowdsource how the public might search for us? seedkeywords.com/
  18. 18. Find user-generated- content on your topic’s common concerns AUDIENCE FORUMS @ P A G E S A U C E Audie n ce .
  19. 19. @ P A G E S A U C E Audie n ce . copyhackers.com/ write-copy- amazon-review-mining/ CUSTOMER REVIEWS
  20. 20. CUSTOMER REVIEWS @ P A G E S A U C E Audie n ce . copyhackers.com/ write-copy- amazon-review-mining/
  21. 21. @ P A G E S A U C E EXPERTISE INTERNAL W h o a r e t h e e x p e r t s w i t h i n t h e b u s i n e s s ?
  22. 22. Who are the experts within the business? INSIDER KNOWLEDGE E x pe r t s. @ P A G E S A U C E C U S T O M E R S E R V I C E S C O M M O N I S S U E S
  23. 23. Who are the experts within the business? E x pe r t s. @ P A G E S A U C E S A L E S T E A M B A R R I E R S INSIDER KNOWLEDGE
  24. 24. Who are the experts within the business? E x pe r t s. @ P A G E S A U C E S H O P F L O O R T E A M S A U D I E N C E G O A L S INSIDER KNOWLEDGE
  25. 25. Sit down with the experts and have set questions to ask E x pe r t s. @ P A G E S A U C E YOUR BEST TOOL
  26. 26. @ P A G E S A U C E PROBLEMS FINDING W h a t s o l u t i o n s c a n w e d e l i v e r ?
  27. 27. Find the problems others are already asking & the language used SCRAPE AMAZON Problems. @ P A G E S A U C E
  28. 28. Use keyword tools to find search queries with question intent ANSWER THE PUBLIC @ P A G E S A U C E Problems. answerthepublic.com/
  29. 29. Use keyword tools to find search queries with question intent @ P A G E S A U C E Problems. moz.com/explorer/ keyword/ ANSWER THE PUBLIC
  30. 30. Use keyword tools to find search queries with question intent @ P A G E S A U C E Problems. www.storybase.com ANSWER THE PUBLIC
  31. 31. Use the PAA feature to build picture of topic PEOPLE ALSO ASK @ P A G E S A U C E Problems. getstat.com/blog/ people-also-ask/
  32. 32. @ P A G E S A U C E BUILDING B u i l d i n g o u t y o u r s e e d i d e a s TOPICS
  33. 33. Scraping for variants of intent & commercial long-tail terms GOOGLE SUGGEST Seed lists. @ P A G E S A U C E www.infinitesuggest.com
  34. 34. Use modifiers & wildcards (*) to find relevant outcomes GOOGLE SUGGEST Seed lists. @ P A G E S A U C E keywordtool.io
  35. 35. Dig into commercial angles to find variants within your topic RELATED SEARCHES Seed lists. @ P A G E S A U C E
  36. 36. Try out the ad group suggestions for insight into Google’s themes KEYWORD PLANNER @ P A G E S A U C E Seed lists.
  37. 37. Keyword tools help us see what is already seen as a topic EXISTING TOPICS Seed lists. @ P A G E S A U C E ahrefs.com/blog/ keyword-research/
  38. 38. Keyword tools help us see what is already seen as a topic EXISTING TOPICS Seed lists. @ P A G E S A U C E ahrefs.com/blog/ keyword-research/
  39. 39. SEMANTIC VARIANTS Seed lists. @ P A G E S A U C E lsigraph.com/
  40. 40. LET’S GET COOKING Seed lists. @ P A G E S A U C E semrush.com ahrefs.com moz.com sistrix.com
  41. 41. GET COOKING Seed lists. @ P A G E S A U C E LET’S GET COOKING termexplorer.com
  42. 42. COOK WITH APIS Seed lists. @ P A G E S A U C E www.ranktank.org greenlanemarketing.com/ tools/topic-opportunity- finderx/ www.distilled.net/resources/ how-to-use-semrush-for- competitive-keyword-research/
  43. 43. Seed lists. @ P A G E S A U C E 100 1000 KEYWORDS Build an idea of the market available for your topic
  44. 44. @ P A G E S A U C E There’s no *right* way to do research, so experiment & dig deeper SAME IN = SAME OUT T L D R .
  45. 45. @ p a g e s a u c e THANK YOU c h a r l i e @ s c r e a m i n g f r o g . c o . u k

×