Stephen Kenwright, Director or Search at Branded3 looks and 'Strategic keyword research and analysis' in his presentation for the London Affiliates Conference: http://www.igbaffiliate.com/events/london-affiliate-conference

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Strategic keyword research
and analysis
Stephen Kenwright @stekenwright

2. @stekenwright
39.3
21.3
13.0
35.2
18.7
11.7
19.5
5.6
2.8
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
Google Bing Yahoo!
Total audience Desktop audience Mobile audience
UK audience of search engines (millions)
March 2016
Source: comScore

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Download Bing Ads Intelligence

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Bing Ads Intelligence
Get new keyword ideas
Get traffic estimates

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Instant keyword research

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Age and gender

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Keyword insights
Desktop

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Keyword insights
Smartphone

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Mobile

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Percentage of search engine users searching on mobile
March 2016
Google
50%
Bing
26%
Source: Ofcom

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70.0
61.2
63.2
47.9
40.2
79.0
68.9
60.4
52.2
48.7
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
18-24 25-34 35-44 45-54 55+
Male Female
Average time online on a smartphone
Hours in March 2016
Source: Ofcom

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29.3
46.3
44.3
38.0
31.5
25.6
30.4
35.5 34.2
28.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
15-24 25-34 35-44 45-54 55+
Male Female
Average time online on a laptop/desktop
Hours in March 2016
Source: Ofcom

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Proportion of UK adults with a smartphone
Q1 2014
61%
Q1 2016
71%
Source: Ofcom

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Number of 4G subscriptions
UK
Q4 2013
2.7m
Source: Ofcom
Q4 2014
23.6m
Q4 2015
39.5m

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At home
68%
At work
9%
On the go
17%
In store
2%
Other
4%
Where are you when you search on your mobile?
Source: Think with Google

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Both at home and
outside
66%
Mainly at home
16%
Only at home
8%
Only out of home
1%
Mainly out of home
9%
Where do you use the internet on your phone?
Source: Ofcom

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3%
2%
7%
13%
17%
19%
18%
22%
0%
5%
10%
15%
20%
25%
Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight
When do mobile searches occur?
Source: Think with Google

18. @stekenwrightSource: Think with Google
Still looking for
information…not a
checkout process.

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Mobile
48%
Desktop
44%
Tablet
8%
Device split for a spread betting site

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Conversion rate
Client example
Mobile
6.79%
Desktop
4.30%
Tablet
4.57%

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What did Mobile-Friendly
really do?

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Traffic trends
Client example
Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)

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Mobile rate of growth
Client example
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic

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Mobile
40%
Tablet
23%
Desktop
37%
Search volume by device
Search volume vs. actual traffic
Client example
Mobile
14%
Tablet
36%
Desktop
50%
Organic data sources

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Ranking position
Client example: mobile vs. desktop
-9000
-8000
-7000
-6000
-5000
-4000
-3000
-2000
-1000
0
1000

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Search engines crawl the web#1
Store the individual crawled pages in an index
Determine which pages are relevant
#2
#3
User enters a search
Ranks and displays results#4

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Check ranking positions and pages
Use a ranking tool that gives
ranking page as well as position.
This information is available in
SEMrush or Moz.
Here 200 means ‘not ranking on
the top 20 pages.’
Keyword Ranking Page Position 04-Mar
laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8
cataract surgery https://www.opticalexpress.co.uk/cataract-surgery 26
laser eye surgery cost https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6
eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 19
cataract operation https://www.opticalexpress.co.uk/cataract-surgery 88
lasik 200
eye laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 10
laser eye treatment https://www.opticalexpress.co.uk/laser-eye-surgery 10
lasik eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 12
cataracts surgery https://www.opticalexpress.co.uk/cataract-surgery 37
laser eye surgery reviews https://www.opticalexpress.co.uk/laser-eye-surgery-information/laser-eye-surgery-reviews 7
laser eye surgery risks https://www.opticalexpress.co.uk/laser-eye-surgery 26
cataract symptoms https://www.opticalexpress.co.uk/eye-health/eye-conditions/cataracts 32
how much is laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6
lens replacement surgery https://www.opticalexpress.co.uk/lens-surgery 6
laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 22
lens replacement https://www.opticalexpress.co.uk/lens-surgery 5
lazer eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8

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No ranking position = no relevant page. We should create one.
Ranking – but outside the top 20 – suggests Google understands
you have a page about the topic but it is not well optimised. We
can improve this.
#1
#2
Where the wrong page is ranking we should look at
improving our preferred page (and look at internal linking).
#3
Make some assumptions

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Find your average position
Filter out non-ranking positions (in this case 200) so you’re just left with what
ranks.
Find the average ranking position (using the Σ button).
You’ll see everything you’re relevant for and a mean ranking for those
keywords…
…so you can assume that if you create content targeting a keyword that doesn’t
currently rank it will probably rank in this position after a few weeks.

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Do the same with competitors (using the same
keywords) to demonstrate the authority of their content
vs. your own.

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Click Through Rate model
Paste your click through rate model into Sheet 2
Use VLOOKUP to apply CTR from
Sheet 2 to the ranking position.
You should then see an estimate of
how much traffic you currently get
for each keyword…
…and estimate how much traffic
each new page will be worth to
you.
Position CTR
1 19.35%
2 15.09%
3 11.45%
4 8.68%
5 7.21%
6 5.85%
7 4.63%
8 3.93%
9 3.35%
10 2.82%
11 3.06%
12 2.36%
13 2.16%
14 1.87%
15 1.79%
16 1.52%
17 1.30%
18 1.26%
19 1.16%
20 1.05%
21 0.86%
22 0.75%
23 0.68%
24 0.63%
25 0.56%
26 0.51%
27 0.49%
28 0.45%
29 0.44%
30 0.36%

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Make your own
branded3.com/blog/calculate-true-ctr-wmt

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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop CTR

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Lookup search volumes
Use AdWords Keyword Planner to find search volumes for
your keywords and paste them into the table.
Multiply your Average Monthly Search Volume by the CTR
you got from your VLOOKUP to estimate the number of clicks
you’re getting from each keyword.
Do the same with Bing Ads Intelligence as before.
Position 04-Mar
Average Monthly
Search Volume
CTR Position 04-
Mar
Estimated Clicks
04-Mar
8 27,100 3.93% 1,065
26 8,100 0.51% 41
6 5,400 5.85% 316
19 2,400 1.16% 28
88 2,400
200 1,900
10 1,600 2.82% 45
10 1,300 2.82% 37
12 1,300 2.36% 31
37 1,000
7 880 4.63% 41
26 880 0.51% 4
32 880
6 720 5.85% 42
6 720 5.85% 42
22 590 0.75% 4
5 590 7.21% 43
8 480 3.93% 19

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If your traffic is seasonal seasonal do this several times
– once with each month’s search volume (e.g. each
month running up to the FA Cup for sports betting).

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Calculate your brand split
Download the Search Query report from Search Console.
Divide traffic driving keywords into brand and non-brand
by filtering the Queries tab to include only brand terms
(e.g. contains “Branded” in our case).
Compare your percentage split with the traffic estimates
from your keywords and your actual analytics data to see
the discrepancy.
Queries Clicks Impressions CTR Position Branding
856 3797 22.54% 1.1 Yes
398 1492 26.68% 1.3 Yes
195 866 22.52% 1 Yes
147 5397 2.72% 7.2 No
147 542 27.12% 1 Yes
139 593 23.44% 1 Yes
95 386 24.61% 1 Yes
84 144 58.33% 1 Yes
52 248 20.97% 1 Yes
31 11079 0.28% 9.4 No
30 1291 2.32% 6.5 No
28 1051 2.66% 2.2 No
24 66 36.36% 1 No
24 89 26.97% 1.9 No
23 98 23.47% 1 Yes
20 42 47.62% 1 Yes
20 328 6.10% 5.2 No
20 207 9.66% 1 Yes
Row Labels Sum of Clicks Sum of Clicks2
Brand 34020 19.58%
Non-Brand 139725 80.42%
Grand Total 173745 100.00%

38. @stekenwright
If your brand split/non-brand keyword traffic estimates
don’t add up you need to be more comprehensive with
your keyword research.

39. @stekenwright
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Google Organic Est. Non-Brand Horizon Traffic Index
Keep researching to improve accuracy

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Look at historic data in Google Analytics as well as your current
Search Query report.
You need what you rank for, not just what you want to rank for.
Use SEMrush or Searchmetrics to find other keywords.
#1
#2
Refresh your brand/non-brand split calculation every month
because it can vary. Use an average across several months if
possible.
#3
Find more keywords

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Average
Conversion Rate Enquiries
Enquiry-to-
Conversion Rate Conversions AOV
Estimated Non-
Brand Organic
Revenue
2.00% 21 2.00% 0 £500.00 £213.01
2.00% 1 2.00% 0 £500.00 £8.26
2.00% 6 2.00% 0 £500.00 £63.18
2.00% 1 2.00% 0 £500.00 £5.57
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 1 2.00% 0 £500.00 £9.02
2.00% 1 2.00% 0 £500.00 £7.33
2.00% 1 2.00% 0 £500.00 £6.14
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 1 2.00% 0 £500.00 £8.15
2.00% 0 2.00% 0 £500.00 £0.90
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 1 2.00% 0 £500.00 £8.42
2.00% 1 2.00% 0 £500.00 £8.42
2.00% 0 2.00% 0 £500.00 £0.89
2.00% 1 2.00% 0 £500.00 £8.51
2.00% 0 2.00% 0 £500.00 £3.77
Find out how much keywords are worth
Paste in a site average conversion rate
using Google Analytics and multiply this
by the traffic estimate column to
estimate enquiries.
For a lead-gen business use an enquiry-
to-conversion rate to estimate how
many customers that keyword provides
each month.
Multiply your conversions by an
Average Order Value (AOV) to estimate
non-brand organic revenue from each
keyword. Obviously this isn’t real data.

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If you’re looking for gaps in a certain product (e.g.
“bingo”) use your conversion rate/AOV for that
specific product for accurate projections.

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Optimising current content
Use the average ranking position (e.g. filtering out all non-ranking positions) and
apply this to any keyword that ranks below this number
e.g. if your average ranking is 20, assume that by optimising the page for any
keyword ranking below this will place it on equal footing

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Check your meta data. Is the keyword you want to rank for in
the title tag/H1 at least once?
Estimate that you’ll be adding 1-2 paragraphs. Consider adding a
design element too (a table/graphic or even a video).
#1
#2
How long will this take? Apply the CTR model/conversion rate to
your new average ranking position and you can project an ROI
on your resource.
#3
How to optimise content

45. @stekenwright
Creating new content
Apply your average ranking position to all the keywords not ranking.
We’re assuming that your site doesn’t rank for these keywords because it
doesn’t have a relevant page.
Be pragmatic – you’re not going to rank for something you don’t really do, so
only use keywords relevant to your products/services.

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New pages have to be at least as good as current pages. If
they’re below your average quality they’ll rank below your
average position.
Estimate that you’ll be adding 1-2 paragraphs. Consider adding a
design element too (a table/graphic or even a video).
#1
#2
How long will this take? Apply the CTR model/conversion rate to
your new average ranking position and you can project an ROI
on your resource.
#3
How to optimise content

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This is a methodology for making something average
(your average). Maybe consider doing something better
if you want to rank better?

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Do the same on mobile

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24.46%
21.55%
11.49%
7.80%
6.27%
3.29%
2.63% 2.42%
1.49% 1.08%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
1 2 3 4 5 6 7 8 9 10
Mobile click through rate
Industry average: September 2016

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1 2 3 4 5 6 7 8 9 10
September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Mobile click through rate
Before/after May 2016 mobile-friendly update: September vs. April 2016

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1 2 3 4 5 6 7 8 9 10
Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
Finance 20.32% 18.56% 8.86% 6.59% 4.91% 2.21% 1.92% 1.48% 1.33% 0.94%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mobile click through rate in finance
vs. average mobile CTR

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1 2 3 4 5 6 7 8 9 10
Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
iGaming 21.44% 7.48% 6.74% 4.03% 3.72% 2.52% 1.69% 1.70% 1.05% 1.13%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mobile click through rate in iGaming
vs. average mobile CTR

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54. @stekenwright
More
branded3.com/blog/mobile-ctr

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Take Bing seriously.
Take mobile seriously.
#1
#2
Your keywords are only as good as the content you create.#3
Summary

56. @stekenwright
Thanks
stephen.Kenwright@branded3.com
@stekenwright