Conference : SEARCH Y PARIS 2019 Speaker : Kelvin Newman - Rough Agenda

1. Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword insight
from your competitors

2. Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword insight
from your competitors

3. @kelvinnewman
So, who is this guy?
@kelvinnewman

4. Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman

5. @kelvinnewman
Shhhhh, but I don’t live in Brighton
@kelvinnewman

6. @kelvinnewman
Actually; I live in Worthing

7. @kelvinnewman
Which is famous for one thing…
@kelvinnewman
Birdman Competition where people see how far they
can jump of the pier

8. @kelvinnewman
So what is this presentation
about?
@kelvinnewman

9. @kelvinnewman
Well, this presentation isn’t about…
@kelvinnewman

10. @kelvinnewman
So, if you use the Google
Keyword Planner you can find
some excellent keywords
“
“

11. @kelvinnewman
No rocket science - just a few nice
practical ways to get keyword
ideas you might not have
considered before

12. Just write for your users is a lazy
suggestion.
@kelvinnewman

13. We can better understand our users needs
if ,
We can better understand how other websites
are writing about a topic
@kelvinnewman

14. @kelvinnewman
To optimise a page now
you need more than add keyphrases.

15. @kelvinnewman
You need to have all the
phrases and words they’d expect

16. Is the search query on the page
and does deserve to rank?
Old Model
@kelvinnewman

17. nd phrases used be other pages that rank for t
New Model
@kelvinnewman

18. Nearly always better to call them search
queries rather than keywords.
An aside
@kelvinnewman

19. @kelvinnewman
Some hacky & clunky ways of
seeing those you’d need include.

20. @kelvinnewman
Take the top ten results for your query
and extract the text
using something like textise.net
Method 1

21. From this
@kelvinnewman

22. To this
@kelvinnewman

23. @kelvinnewman
Bung the copy from all the
pages into a Word Cloud Tool
I like
jasondavies.com/wordcloud/

25. @kelvinnewman
Treat the most common words like
bingo

26. @kelvinnewman
Take the top 2 results for your
query and your own website.
Extract the text
using something like textise.net
Method 2

27. @kelvinnewman
Create a list of all the single
words used on the page using
something like
writewords.org.uk/word_count.
asp

28. That gives you something like this per site
@kelvinnewman

29. @kelvinnewman
Create a Venn Diagram of the overlap
I like Venny to do this
http://bioinfogp.cnb.csic.es/tools/venny/
Method 2

30. @kelvinnewman

31. @kelvinnewman
I’m really interested in the
where competitors overlap but
I don’t.

32. @kelvinnewman
Take a key ranking page of a
competitor
Textise it as save as word doc
Method 3

33. @kelvinnewman
Go to translate.google.com and
translate it to French.

34. That gives you something like this

35. Maybe go from French to Spanish

36. Then back again

37. The output will be similar
but the subtle differences have value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying all
the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman

38. @kelvinnewman
We’re looking for words or
phrases that end up in the new
version that weren’t in the
original.

39. @kelvinnewman
Words like:
Townhouse,
Insulating panels,
Etc…

40. @kelvinnewman
mage search has changed it’s interface
to encourage “revised queries”.
Method 4

41. You’ll be used to using related searches
to generate keyword ideas
@kelvinnewman

42. @kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*

43. Image search generates suggestions like this
@kelvinnewman

44. Worth going down a few layers deep
@kelvinnewman

45. It’s also interesting the categorisation
implied by the colours
@kelvinnewman

46. Style ContextBrandMaterial Adjective
@kelvinnewman

47. @kelvinnewman
Which brings us to adjective
order which I don’t think we
talk about enough.

48. @kelvinnewman

49. @kelvinnewman
Good news is they teach it to
English Language Students.

51. @kelvinnewman
This will become more apparent
on voice search

52. Pinterest does something fairly similar as well

53. @kelvinnewman
Wordcloud the text on a Pinterest
search results, the little text that is
there is usually adjective “rich”.
Method 5

54. You’ll get some great adjectives this way

55. @kelvinnewman
Take their Twitter Feed
and Wordcloud it.
Method 5

56. Simple but surprisingly effective.

57. A general lesson on keyword
research to end on.

58. The curse of knowledge is
a cognitive bias that occurs when
an individual, communicating with
other individuals, unknowingly
assumes that the others have the
background to understand
@kelvinnewman

59. @kelvinnewman
To do better SEO, often you don’t
need to reinvent the wheel, just do
a few things a little better than you
used to

60. @kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Thanks