A deconstruction of the challenges faced in the process of effective keyword research, ideas for some of the reasons why these problems occur, and some suggestions around new ways of thinking, planning, researching, categorizing and managing keywords - all in order to enable effective tactical decision making and strategic focus.
11. @jonoaldersonAdvanced Keyword Research
“ Top 10 ‘golden’ keywords.
100 commercial priority terms.
Primary, secondary. Attack, defend.
This quarter’s tactical opportunities. ”
Easy to report on, to understand, to
challenge.
22. @jonoaldersonAdvanced Keyword Research
• Get all the keywords in the market
• Categorise and classify by everything
• Slice and dice to identify the opportunity
• Get the buy in
• Monitor the results
72. @jonoaldersonAdvanced Keyword Research
“Phrases relating to our core
strengths, where visitors are early in
their buying cycle, where we don’t
have highly performing content”
Identify gaps which can be easily filled
73. @jonoaldersonAdvanced Keyword Research
“Topic groups where we’ve got top 10
rankings, where are competitors are
weak, and where consumers are
actively researching with questions”
Use existing strengths to win
consumers
74. @jonoaldersonAdvanced Keyword Research
“Types of language which indicates
high purchase intent, where we’re
outranked by competitors who don’t
rank for longer-tail queries”
Disrupt/intercept competitor buying
cycles
My role is about understanding and solving for challenges and problems faced by practitioners
Linkdex is loosely similar to SEMrush, comprehensive platform for discovery, analysis, task management, etc.
Myopic, limited, dangerous. Unknown unknowns.
What happens if there’s a cataclysmic shift outside of the stuff you’re tracking?
You’re still culpable?
Illogical!
Illogical!
SEMrush or Linkdex (your own and/or competitor sites/rankings), AdWords, keywordtool.io, Wikipedia, synonyms, etc.
No competitive advantage here…
Taxonomies like colour, price range, target audience.
Everything which is a question.
Everything which is for a specific gender.
Don’t limit your keyword research and strategy to aligning with your site’s vertical structure!!!
Carmen Mardiros (@carmenmardiros)
Where specific intent returns the homepage, or content which doesn’t answer the question.