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Keyword Research in Autopilot by Google Spreadsheet Macros

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It is getting hard to get more data from Google when it comes to talk about free keyword data for SEO purposes. Because of latest regulations by Google, we cannot reach Search Volumes easily but there are still ways to reach them with using other tools. In this presentation, I'm going to talk about them. If you're interested in to watch gifs and videos, please download full version by Slideshare. #brightonSEO

Veröffentlicht in: Marketing
  • If you want to save yourself a lot of hassle and time with keyword research, definitely check out this software, I use it for all of my keyword research, it's the absolute best keyword research tool available http://bestkeywordresearchsoftwares.blogspot.com/
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Keyword Research in Autopilot by Google Spreadsheet Macros

  1. 1. Hi #brightonSEO, this is @yigitkonur
  2. 2. Keyword Research in Autopilot by using Spreadsheet Macros #brightonSEO @yigitkonur
  3. 3. ARE YOU
  4. 4. SEO & Content PPC & Analytics
  5. 5. SEO PPC
  6. 6. Keyword Research
  7. 7. Who love keyword research?
  8. 8. Who love keyword research?
  9. 9. Tooooo MUCH TASKS SENIOR MARKETERS
  10. 10. MAKES YOU CRAZY
  11. 11. Beginner SEO Veteran SEO
  12. 12. We need to find smarter solutions!
  13. 13. GET HANDS DIRTY!
  14. 14. Reddit
  15. 15. Reddit Renaissance
  16. 16. Reddit Renaissance #BrightonSEO
  17. 17. There is a solution to every problem of Turks.
  18. 18. How to use keyword research? 1. Understanding your market 2. Tracking ranks to measure KPIs 3. Align strategy by using data 4. Continuous content marketing 5. Target prioritization with data Bonus: Better Adwords Account Management
  19. 19. How to use keyword research? 1. Understanding your market 2. Tracking ranks to measure KPIs 3. Align strategy by using data 4. Continuous content marketing 5. Target prioritization with data Bonus: Better Adwords Account Management
  20. 20. How to use keyword research? 1. Understanding your market 2. Tracking ranks to measure KPIs 3. Align strategy by using data 4. Continuous content marketing 5. Target prioritization with data Bonus: Better Adwords Account Management
  21. 21. How to use keyword research? 1. Understanding your market 2. Tracking ranks to measure KPIs 3. Align strategy by using data 4. Continuous content marketing 5. Target prioritization with data Bonus: Better Adwords Account Management
  22. 22. How to use keyword research? 1. Understanding your market 2. Tracking ranks to measure KPIs 3. Align strategy by using data 4. Continuous content marketing 5. Target prioritization with data Bonus: Better Adwords Account Management
  23. 23. How to use keyword research? 1. Understanding your market 2. Tracking ranks to measure KPIs 3. Align strategy by using data 4. Continuous content marketing 5. Target prioritization with data Bonus: Better Adwords Account Management
  24. 24. =/ Only Finding New Keywords Modern Keyword Research
  25. 25. = Modern Keyword Research Enrich Keyword Data
  26. 26. (2007) Ancient Keyword Research 1. Keywords 2. Positions
  27. 27. (2012) Old School Keyword Research 1. Keywords 2. Positions 3. Search Volume 4. Search Trends
  28. 28. (2017) Next-gen Keyword Research
  29. 29. (2017) Next-gen Keyword Research 12 metrics 4 data sources (KW Planner + Search Console + SEOmonitor + Crawling)
  30. 30. (2017) Next-gen Keyword Research Trackable Metrics 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  31. 31. (2017) Next-gen Keyword Research Filter: ALL 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  32. 32. (2017) Next-gen Keyword Research Filter: Search Console & Analytics 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  33. 33. (2017) Next-gen Keyword Research Filter: SEOmonitor & Other Tools 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  34. 34. (2017) Next-gen Keyword Research Filter: Manual Controls 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  35. 35. HOW TO BRING ALL THESE DATA INTO SAME PAGE WITH OTHER DATA
  36. 36. Simple but Limited Way: Keyword Intelligence Tools
  37. 37. Searchmetrics SEMrush Sistrix Linkdex Conductor BrightEdge SEOlytics
  38. 38. Capture all data sources! 1. Your Own Data 2. Google’s Data 3. External Connections
  39. 39. Keyword Research Framework •Your Own Data •Google’s Data 1.Fetch & Scrape • Search Volume Data • Ranking & Visibility • Crawling & Structure 2.Request & Process • Eliminate Keywords • Collecting Together • Visualizing Data 3.Collect & Visualize
  40. 40. Let’s take a look, step by step
  41. 41. Keyword Research Framework •Your Own Data •Google’s Data 1.Fetch & Scrape • Search Volume Data • Ranking & Visibility • Crawling & Structure 2.Request & Process • Eliminate Keywords • Collecting Together • Visualizing Data 3.Collect & Visualize
  42. 42. Keyword Research Framework •Your Own Data •Google’s Data Fetch & Scrape
  43. 43. Step 1A: Use Your Own Data Search Analytics Google Analytics Your Audience Your Own Data
  44. 44. a) Search Analytics
  45. 45. a) Search Analytics
  46. 46. a) Search Analytics
  47. 47. a) Search Analytics (Spreadsheet Macro)
  48. 48. b) Google Analytics
  49. 49. b) Google Analytics (Search Console Integration)
  50. 50. c) Get Help from Audience
  51. 51. c) Get Help from Audience
  52. 52. Step 1B: Google’s Public Data Adwords Data Search Suggest Topical Relevancy Google’s Public Data
  53. 53. a) Adwords Data (KW Planner)
  54. 54. a) Term Explorer (KW Planner) Hacky Way
  55. 55. a) Term Explorer (KW Planner) Hacky Way
  56. 56. a) Your Own Adwords Performance Data
  57. 57. b) Instant Search Suggests
  58. 58. b) Instant Search Suggests (Cheap Way)
  59. 59. b) Instant Search Suggests (Hacky Way)
  60. 60. b) Instant Search Suggests (Spreadsheet Macro)
  61. 61. c) Moz’s Keyword Explorer
  62. 62. c) SEOmonitor’s Topic Explorer
  63. 63. Keyword Research Framework •Your Own Data •Google’s Data 1.Fetch & Scrape • Search Volume Data • Ranking & Visibility • Crawling & Structure 2.Request & Process • Eliminate Keywords • Collecting Together • Visualizing Data 3.Collect & Visualize
  64. 64. Keyword Research Framework • Search Volume Data • Ranking & Visibility • Crawling & Structure 2.Request & Process
  65. 65. Step 2A: Search Volume Data Volume API Keyword Tool.io API Search Volume API
  66. 66. a) Volume API
  67. 67. a) Volume API
  68. 68. a) Volume API
  69. 69. a) Volume API (Spreadsheet Macro)
  70. 70. b) Keywordtool.io API
  71. 71. b) Keywordtool.io API (Spreadsheet Macro)
  72. 72. Step 2B: Visibility & Opportunity & Difficulty SEO Monitor Excel Formulas Keyword Visibility
  73. 73. a) SEOmonitor (Visibility)
  74. 74. a) SEOmonitor (Opportunity)
  75. 75. a) SEOmonitor (Difficulty)
  76. 76. b) Excel Formulas
  77. 77. Keyword Research Framework •Your Own Data •Google’s Data 1.Fetch & Scrape • Search Volume Data • Ranking & Visibility • Crawling & Structure 2.Request & Process • Eliminate Keywords • Collecting Together • Visualizing Data 3.Collect & Visualize
  78. 78. Keyword Research Framework • Eliminate Keywords • Collecting Data • Understanding Data 3.Collect & Visualize
  79. 79. Step 3A: Eliminate Keywords Keyword Shitter Zeo Keyword Seperator Zeo Keyword Seperator v2 Eliminate Keywords
  80. 80. a) Keyword Shitter
  81. 81. b) Zeo Keyword Seperator (Spreadsheet Macro)
  82. 82. b) Zeo Keyword Seperator (Spreadsheet Macro)
  83. 83. b) Zeo Keyword Seperator (Spreadsheet Macro)
  84. 84. b) Zeo Keyword Seperator (Spreadsheet Macro)
  85. 85. b) Zeo Keyword Seperator (Spreadsheet Macro)
  86. 86. b) Zeo Keyword Seperator (Spreadsheet Macro)
  87. 87. b) Zeo Keyword Seperator (Spreadsheet Macro)
  88. 88. b) Zeo Keyword Seperator (Spreadsheet Macro)
  89. 89. c) Zeo Keyword Seperator v2
  90. 90. c) Zeo Keyword Seperator v2
  91. 91. c) Zeo Keyword Seperator v2
  92. 92. Step 3B: Collecting Together Google Spreadsheet API Connections Collecting Data
  93. 93. a) Bring All Metrics Together 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  94. 94. a) Bring All Metrics Together 4 data sources (KW Planner + Search Console + SEOmonitor + Crawling)
  95. 95. a) Bring All Metrics Together (VLOOKUP)
  96. 96. b) Learn to Connect APIs to Spreadsheets =importXML("https://api.sistrix.com/domain.overview?api_key=YOURAPIKEY&dom ain=sistrix.de"; "//@value")
  97. 97. b) Learn to Connect APIs to Spreadsheets =ImportJSON(“http://date.jsontest.com", “/date”, “noInherit, noTruncate”)
  98. 98. Step 3C: Understanding Data Visualize Your All Data Filter Data to Create Insights Understanding Data
  99. 99. a) Visualize Your All Data by Highcharts
  100. 100. a) Visualize Your All Data by Highcharts (Treemap)
  101. 101. a) Visualize Your All Data by Highcharts (Bubble)
  102. 102. a) Visualize Your All Data by Highcharts (Word Cloud)
  103. 103. b) Filter & Conditional Format Your Data
  104. 104. b) Filter & Conditional Format Your Data
  105. 105. b) Filter & Conditional Format Your Data
  106. 106. b) Filter & Conditional Format Your Data 1. Keywords 2. Search Volume 3. Current Position 4. Avg. Google Position 5. CTR of SERPs 6. Avg. CTR of SERPs 7. Opportunity 8. Difficulty 9. Impressions 10. Clicks 11. Landing URL 12. SERP Preview
  107. 107. b) Filter & Conditional Format Your Data CTR of Keyword vs. Average CTR of This Positon iPhone 7 charger Pos: 6 CTR: %4.3 all position 6 keywords Pos: 6 CTR: %6.3
  108. 108. b) Filter & Conditional Format Your Data CTR of Keyword vs. Average CTR of This Positon iPhone 7 charger Pos: 6 CTR: %4.3 all position 6 keywords Pos: 6 CTR: %6.3 Reconsider SERP view (title/description) of -iPhone 7 charger- landing page
  109. 109. b) Filter & Conditional Format Your Data Keywords vs. Landing Page iPhone 7 discounts /iphone-7-chargers
  110. 110. b) Filter & Conditional Format Your Data Keywords vs. Landing Page iPhone 7 discounts /iphone-7-chargers This persona is looking for iPhone 7 discounts, Not iPhone 7 chargers. Check your link structure!
  111. 111. b) Filter & Conditional Format Your Data Current Position vs. Avg. Google Position from SEOmonitor From Search Console 27
  112. 112. b) Filter & Conditional Format Your Data Current Position vs. Avg. Google Position from SEOmonitor From Search Console 27 Google is not lying. Did you lose any positions? If there is huge gap between actual & avg, it might be a problem
  113. 113. Keyword Research Framework •Your Own Data •Google’s Data 1.Fetch & Scrape • Search Volume Data • Ranking & Visibility • Crawling & Structure 2.Request & Process • Eliminate Keywords • Collecting Together • Visualizing Data 3.Collect & Visualize
  114. 114. YOU CAN PREPARE MORE & MORE SCENARIOS This is enough for 25 mins 
  115. 115. Earn lifetime access to Zeo’s internal spreadsheets! + Documentation & links on this presentation + Free VolumeAPI Credits on tools Drop me a line yigit@zeo.org
  116. 116. Drop me a line, yigit@zeo.org to meet!

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