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Stacey MacNaughtTecmarkPractical, Tactical Keyword Research for Today’s SEO Campaigns@staceycavhttp://www.slideshare.net/staceycav
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‘Searching’ doesn’t just look like this anymore.
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By 2020, 50% of all searches will be voice search.
-Comscore
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We own more and more of these…
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And “search engines,” are NOT the only search engines.
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55% of all US product searches begin on Amazon.
-Bloomreach
https://www.bloomreach.com/en/resources/blogs/2015/10/amazon-commands-nearly-half-of-consumers-first-product-search.html
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However and wherever we search, though, we’re still
using keywords
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Back to Google though…
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Google is now tonnes better at joining the dots for users.
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I have a problem.
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He’s cute but he has a 3 pairs of socks a day habit.
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The solution
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So, how has this changed how we actually dokeyword research?
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2009…
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More time.
2017…
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More tools.
2017…
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More keywords generating impressions
and clicks in organic search
2017…
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More landing pages contributing to organic
sales and leads on client sites.
2017…
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Organic search contributing more to paid
search sales
2017…
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Less time for new campaigns to generate organic leads and sales.
2017…
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Our approach, tactics and tools
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Step awayfrom the tools.
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Step awayfrom the tools.
(For now)
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The output of a tool is limited by the quality of
what you put in.
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Think beyonddriving immediateorganic sales.
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So, we divide our audience into 3 groups:
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Reaching top of the funnel researchers
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This is about identifying triggers.
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This is about identifying triggers.
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This does not happen. Usually
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Identify the triggers for your products/services
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Keep surveys short, sweet(and incentivised!)
https://goo.gl/ipWs3T
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Survey your sales and customer service teams
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Turn Your Triggers into Keywords
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Soovle.com
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Answerthepublic.com
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Toolfeast.com Autosuggest
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Buzzsumo Question Analyzer
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Have realistic expectations of these users.
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They won’t buy now.Create remarketing lists.
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Reaching mid tobottom of the funnel users
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These are all product or service related queries
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Indicative of users already “shopping”
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Start by auditing keywords that already drive traffic
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https://www.deepcrawl.com/help/guides/using-google-search-console-with-deepcrawl/
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Kwfinder.com
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https://mangools.com/plans?coupon=BrightonSEO
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Amazon Questions for Products
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Market Leader Reviews for Services
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Identify common positiveadjectives
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https://www.wordclouds.com/
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Experiment with those adjectives in titles and Adwords ads for CTR
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Keyword researchfor linkers andamplifiers
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Journalists/writers need sources
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Measurement
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Rankings.
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Accuranker.com
https://www.accuranker.com/brightonseo2017
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Search Console Impressions and Clicks
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Landing Page Traffic and Conversions
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Assisted Conversions
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Keyword research isn’t a “one time,” job.
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Revisit your strategy regularly.
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And look for new opportunities constantly.
