Ditch the Keyword Based SEO Content Strategy

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Ditch the Keyword Based Content StrategyTopics, Search Intent, and Users!Nicole HessDirector of StrategyGreenlane Search MarketingDemographic ResearchDigital MarketingSEOCo-organizer, Content Strategy Philly MeetupDigital Marketing Office Hours University of Arts, Philadelphia@nicolecheriehWhat Were CoveringFaults of Traditional Keyword StrategiesHow To: Find Topics (New and Competitor)How To: Uncover Search IntentHow To: Other Data for SEO ContentResourcesBut first, you.Survey Qs- Works in house vs agency?- Is responsible for content creation?- Writes content themselves?- Thinks Kristen Wiig is hilarious?Good Riddance Keyword Planner@maddiegoodiehttps://medium.com/antics-in-semantics/medium-com-anticsemantics-good-riddance-google-keyword-planner-82c693c8926c#.h3fh6l72s Why do You use Keyword Planner?Use of Googles Keyword Planner9/10 respondents said search volume was primary use of Googles Keyword Planner.The devil is in the details^keyword70% of all searches are for long-tail keywords.https://moz.com/blog/illustrating-the-long-tail @aaronfriedman70% of all searches are for long-tail keywords.skirtsskirts with pocketscheap skirts long skirts with pocketspleated skirts with pocketscotton pleated skirts with pocketsTopics Rule the SERPs2 of the top 5 didnt include infant in any content (onpage or metadata)3 of the top 5 didnt include infant in metadata# of instances of infant in page copyScenario 1. Our site offers products tailored to specific dog breeds.We didnt have content for different dog breeds and how our products relate to them.#topicsnotkeywordsUse Google SuggestFind out what people are searching for about their breedsBut how long will it take to find all Google suggests?Visualizes Google suggestions by question words. Answerthepublic.comhttp://answerthepublic.com/seeds/578348 Google Suggestions by prepositions. Use the tool to get MSV data.https://keywordseverywhere.com/ Map the topic opportunities to # of keywords and monthly search volume.https://www.semrush.com/analytics/seomagic/start Action:- Aggregate topics and search volume per breed- Develop per breed outline of the topics to cover and in what orderDont leave 70% of potential searches untapped. Do topic based research to uncover these long-tail keywords.Scenario 2.Need new content for a client who already has half a million pieces of content.They knew competitor sites ranked above them for a lot of keywords. How to find them all?And deliver actionable writing prompts?#topicsnotkeywords80 / 20 Rule20% of your content likely drives 80% of engagement.Probably even less than 20%, like these 3 clients:Analysis of 3 clients content and organic traffic patterns.The quality of your content has an exponentially greater impact than quantity.@janessalantzFind Competitor Keywords TopicsSEMrushDomain vs. Domain analysisOldsckullskateboards ranks for 5,705 keywords that Zumiez doesnt.But what to write about?Raw Competitor Ranking DataSorting the data, weve found some keyword themes.How can we aggregate all the topics together?Topic Opportunity FinderAutomates finding ranking topics of competitors by providing:Competitor ranking topicTotal search volume for topicBest ranking competitor URL for topicKeywords competition ranks forSearch volume by keywordRanking URLOur rankOur ranking URL@seanmalseedHow to useMake a copyExport competitor rankings from SEMrush (yes, one by one)Paste into worksheetInput API keyWait.Enjoy!Topic Opportunity Finder(Link)581,000 monthly searchesWe identified 4 topics representing over 600 keywords and 581,000 monthly searches.Onpage Optimization Templatehttps://docs.google.com/document/d/14pbhgTezqLxoPovHTJy9QmZAjp-rwqr4ifMrDIThjdY/edit Target topics not keywords.Find out the variations people are searching for.Scenario 3.Page moved from pos. 1 to 3 for the targeted head term. And stayed there for a year.This caused the company to lose a lot of $$$ in revenue. We helped them get back to #1.#searchintentSearch IntentTop 5 results for plan trip with infant2 of the top 5 didnt include infant in any content (onpage or metadata)Only 2 of the top 5 included infant in metadataSearch IntentTop results for childcareDay care centers local resultsDay care center PPCOnly 1 result for a page about child care without meaning day careHow to Identify Search IntentLook at the SERPs for specific and different intentsFind the long-tail keywords that align to the intentE.g. buy dress with pockets vs reviews of dresses with pockets vs cheap designer dressesIf trying to outrank competitor, see what long-tail intent keywords your competitors target page(s) rank for.Compare competitor long-tail intent keywords to your own site content.SEMrushCompetitor Long-Tail Intent KeywordsSearch Intent Tables in Google Sheetshttps://docs.google.com/spreadsheets/d/1kHuf6jCV9P2s5C-HvylAWBkgHKNnYUuFqbFRVeKsAnE/edit#gid=1888121372 How to Identify Search IntentLook at the SERPs for specific and different intentsFind the long-tail keywords that align to the intentE.g. buy dress with pockets vs reviews of dresses with pockets vs cheap designer dressesIf trying to outrank competitor, see what long-tail intent keywords your competitors target page(s) rank for.Compare competitor long-tail intent keywords to your own site content. Compare Our Site to CompetitionBoth competitors rank for nearly double the search volume for "buy" related searches. We overperformed for reviews - a search intent more for information than purchasing.UsRanking #1Ranking #2All Related PagesOptimization PlanReviewed competitor content and intent keywords usedChanged the order of copy on page to showcase buying information before additional reviews.Included buy in H2 and first paragraph of content.#1Target keyword moved up from position 3 to position 1 within 2 months, after 1 year of its drop to position 3.Google is matching head-term searches to intent. Use long-tail keywords to discover different search intent.Other Data SourcesAdwords + Search ConsoleConnect the AccountsGet the DataMapping PPC to Organic RankingsSteps:Review successful PPC keywordsIdentify relevant organic keywordNote if organic keyword ranksNote if organic landing page for keyword has conversionsSEO from PPC DataNoted if organic keyword rankedIdentified other relevant organic keywordsIdentified content that the keyword relates toOptimized page + conversion element70%70% increase in conversions for targeted service cookie deliveryDont let PPC data go to waste.Find out how your target keywords perform ($) and find other opportunities you hadnt considered.More Data? Yes.Your AudienceWho is your audience for the particular thing you are promoting? Who are the extremes in the audience?What are the needs (not wants) of the audience?Brand to Audience Surveyhttp://www.greenlaneseo.com/blog/2016/08/write-content-clients-voice/ Ask Them What They Needhttps://www.marketingsherpa.com/article/case-study/b2c-lift-with-questionnaire 12%12% lift in on-site leads YoYhttps://www.marketingsherpa.com/article/case-study/b2c-lift-with-questionnaire Listen to your audience.Really listen. Create the content + experience they need.1 Min Wrap-UpSee. Learn. Do.Dont be the generic yet widely familiar SEO guy.See what others are doing.Learn why it worked for them.Do your own strategy based on your clients needs.Its time we move past simple keyword research.We can research topics and search intent.ResourcesGood Riddance Keyword PlannerAnswer the PublicKeywords EverywhereSEMrush Keyword Magic (Beta)Topic Opportunity Finder (Beta)Search Intent TablesOnpage Optimization TemplateBrand to Audience Survey80/20 Content Marketing Power Law@nicolecherieh