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HOW TO AUTOMATE YOUR
KEYWORD RESEARCH
Paul Shapiro – Organic Search Director at Catalyst
SearchLove Boston – May 4th, 2016
@fighto 2
Without Automation
@fighto 3
With Automation
@fighto
WHO AM I?
4
@fighto 5
Tool Data Sources Visualization
+ +
@fighto
WHAT YOU WILL LEARN
• The problems with the standard keyword research process
• How you can save time on keyword r...
MANUAL KEYWORD
RESEARCH IS
OFTEN BLAND &
TIME CONSUMING
7
@fighto 8
@fighto 9
Most Keyword Research Looks Like This
@fighto 10
That’s just a
Google Keyword
Planner Export
@fighto
TYPICAL TIME INVESTMENT FOR KEYWORD RESEARCH
5
8
12
21 21
6
10
18
22
28
0
5
10
15
20
25
30
Micro (0-49 pages) Smal...
@fighto 12
AIN’T NOBODY GOT TIME FOR MANUAL
KEYWORD RESEARCH!
@fighto
SIZE OF THE DATA SET
13
vs.
@fighto 14
We can do better!
WE CAN SAVE TIME WITH
AUTOMATION
@fighto
TYPICAL TIME INVESTMENT FOR KEYWORD RESEARCH
5
8
12
21 21
6
10
18
22
28
0
5
10
15
20
25
30
Micro (0-49 pages) Smal...
@fighto 17
If we do keyword research
once per month, we will save
around 24 to 45 full days
over a 5-year period using
aut...
WE CAN DO BETTER THAN AN
EXCEL SPREADSHEET
@fighto
THAT’S MORE LIKE IT!
19
h/t @victorpan
@fighto
HOW TO USE FOR KEYWORD SELECTION / TARGETING
20
This top-right quadrant contains
keywords with:
• Low competition
...
@fighto 21
That’s much better!
actionability.
MY KEYWORD RESEARCH
AUTOMATION PROCESS
@fighto 23
https://www.knime.org
It starts with a tool…
@fighto
WHY KNIME?
• Singular tool for data collection,
manipulation, analysis, and reporting
• Easy to use and no develop...
THE BASICS OF KNIME
@fighto
WHAT’S A NODE?
• Nodes are prebuilt, drag and drop modules designed perform a singular task
• Nodes are strung tog...
@fighto
HOW DO YOU ADD NODES & HOW DO THEY CONNECT?
How do you add nodes to your “workflow”?
How do you string nodes toget...
@fighto
HOW DO YOU CONFIGURE & RUN NODES?
Configuring Nodes
Running Workflows
28
OR
APIs 101
29
@fighto
EASY & APPLICABLE API: GOOGLE AUTOSUGGEST
http://suggestqueries.google.com/complete/search?output=toolbar&hl=en&q=...
@fighto 31
Output = XML
A KNIME-API EXAMPLE
32
@fighto
STEP 1: LIST OF KEYWORDS
33
@fighto
STEP 2: ENCODE SPACES IN KEYWORD PHRASES
34
Space
Character
@fighto
STEP 3: CONCATENATE API URL + KEYWORDS
35
@fighto
STEP 4: DOWNLOAD API OUTPUT
36
@fighto
STEP 6: LOOP THROUGH EACH KEYWORD
37
@fighto
STEP 7: PARSE THE XML OUTPUT FORM THE API
38
@fighto 39
Auto-Complete
Suggestions
@fighto 40
@fighto
FYI: I’M NOT A KNIME SALESMAN
41
DATA INPUTS / SOURCES
@fighto 43
# of primary data sources to aggregate
@fighto 44
http://searchwilderness.com/gwmt-data-python/
Google Search Analytics – Historical MySQL
Database via Python Sc...
@fighto 45
AdWords - Search Query Report API or CSV
@fighto 46
SEMRush – API (if <100,000)
or Domain vs. Domain:
Competitor Keywords (Advanced Mode)
https://www.semrush.com/i...
@fighto 47
GrepWords API – For Google Keyword Planner
related query suggestions & search volumes
http://grepwords.com/
@fighto 48
Google Autosuggest API
or Emulation with Selenium
@fighto 49
Rank Checking/Full SERP API - GetSTAT
https://getstat.com/
@fighto 50
MarketMuse – Semantic Keyword
Recommendations
https://www.marketmuse.com/
Alternative: http://pshapi.ro/Semanti...
@fighto 51
Moz API + Moz Nodes
https://tech.knime.org/book/mmi-labs-nodes
https://moz.com/products/mozscape/access
@fighto 52
Google Trends – Unofficial API
https://github.com/GeneralMills/pytrends
Script soon to follow: http://pshapi.ro...
@fighto 53
More data sources:
http://pshapi.ro/kwmetrics
THE DATA-TO-KNIME
PROCESS
54
@fighto
Filtering +
Data
Manipula-
tions
ONE BIG KEYWORD LIST
Seed Keywords
- List
- GWMT
- SEMRush Comp. KWs
- SQR Keywor...
@fighto
STRING ‘EM ALL TOGETHER AND THEN…
56
@fighto
DATA MANIPULATIONS / CALCULATIONS
• Get top 10 results from rank checking API (i.e., GetSTAT)
• Use Moz API nodes ...
@fighto
DATA MANIPULATIONS / CALCULATIONS
• Get top 10 results from rank checking API (i.e., GetSTAT)
• Use Moz API nodes ...
@fighto
DATA MANIPULATIONS / CALCULATIONS
• Get top 10 results from rank checking API (i.e., GetSTAT)
• Use Moz API nodes ...
@fighto 60
@fighto 61
Reusable
5-Minutes
@fighto 62
You can use this data to
filter keywords and reduce
massive list... OR, you can
leverage data visualization!
VISUALIZING KEYWORD
RESEARCH
@fighto 64
We have a
few options…
@fighto
OPTION: EXCEL + BUBBLE CHART
65
@fighto
OPTION: TABLEAU
66
@fighto
OPTION: PYTHON + BOKEH CHARTS IN KNIME
67
@fighto
THEY’RE INTERACTIVE…
68
@fighto 69
Sample Python Code:
http://pshapi.ro/SLBokeh
@fighto
SO WHAT…
• Free up time spend doing mundane, repetitive work and spend more doing impactful, strategic work
• Free...
@fighto
SUMMARY
• You should rethink how your currently do keyword research.
• Keyword research is often bland, time consu...
@fighto
RESOURCES: DATA SOURCES > KNIME
72
Data Source KNIME Node(s)
Google Search Analytics Database Table Connector/Read...
@fighto
ADDITIONAL RESOURCES
• KNIME Version to install: “KNIME Analytics Platform + all free extensions”
• To install KNI...
@fighto
Questions?
74
THANK YOU!
@fighto
http://searchwilderness.com
http://catalystdigital.com
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SearchLove Boston 2016 | Paul Shapiro | How to Automate Your Keyword Research

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Publié le

Are you tapping into automation for keyword research? If not, why not? When it comes to SEO, automation is awesome. For starters, it can help free up a lot of time that is normally spent on menial tasks. What’s more, it can also aid deep analysis, and even facilitate innovation. If you are still doing keyword research manually, this is a must-attend session. Paul will show you how to get started with automated keyword research, using some easy-to-use tools. You’ll see first-hand how they can help you uncover valuable insights automatically. Overall, you will walk away with an immediately actionable plan to start automating your keyword research today.

Publié dans : Marketing

SearchLove Boston 2016 | Paul Shapiro | How to Automate Your Keyword Research

  1. 1. HOW TO AUTOMATE YOUR KEYWORD RESEARCH Paul Shapiro – Organic Search Director at Catalyst SearchLove Boston – May 4th, 2016
  2. 2. @fighto 2 Without Automation
  3. 3. @fighto 3 With Automation
  4. 4. @fighto WHO AM I? 4
  5. 5. @fighto 5 Tool Data Sources Visualization + +
  6. 6. @fighto WHAT YOU WILL LEARN • The problems with the standard keyword research process • How you can save time on keyword research with automation • How to automate keyword research with a powerful, but easy-to-use tool • How APIs work and how to leverage them • What data sources are useful for keyword research automation • How to use data visualization to make keyword research decisions 6
  7. 7. MANUAL KEYWORD RESEARCH IS OFTEN BLAND & TIME CONSUMING 7
  8. 8. @fighto 8
  9. 9. @fighto 9 Most Keyword Research Looks Like This
  10. 10. @fighto 10 That’s just a Google Keyword Planner Export
  11. 11. @fighto TYPICAL TIME INVESTMENT FOR KEYWORD RESEARCH 5 8 12 21 21 6 10 18 22 28 0 5 10 15 20 25 30 Micro (0-49 pages) Small (50-99 pages) Medium (100-249 pages) Large (250-499 pages) Extra Large (>500 pages) Hours to Complete Keyword Research by Site Size Average (Low End) Average (High End) 11
  12. 12. @fighto 12 AIN’T NOBODY GOT TIME FOR MANUAL KEYWORD RESEARCH!
  13. 13. @fighto SIZE OF THE DATA SET 13 vs.
  14. 14. @fighto 14 We can do better!
  15. 15. WE CAN SAVE TIME WITH AUTOMATION
  16. 16. @fighto TYPICAL TIME INVESTMENT FOR KEYWORD RESEARCH 5 8 12 21 21 6 10 18 22 28 0 5 10 15 20 25 30 Micro (0-49 pages) Small (50-99 pages) Medium (100-249 pages) Large (250-499 pages) Extra Large (>500 pages) Hours to Complete Keyword Research by Site Size Average (Low End) Average (High End) 16
  17. 17. @fighto 17 If we do keyword research once per month, we will save around 24 to 45 full days over a 5-year period using automation. http://xkcd.com/1205/
  18. 18. WE CAN DO BETTER THAN AN EXCEL SPREADSHEET
  19. 19. @fighto THAT’S MORE LIKE IT! 19 h/t @victorpan
  20. 20. @fighto HOW TO USE FOR KEYWORD SELECTION / TARGETING 20 This top-right quadrant contains keywords with: • Low competition • Good growth Larger bubbles show higher search volumes. You can alternatively use current rank on the x-axis to signal organic market share like a traditional growth-share matrix.
  21. 21. @fighto 21 That’s much better! actionability.
  22. 22. MY KEYWORD RESEARCH AUTOMATION PROCESS
  23. 23. @fighto 23 https://www.knime.org It starts with a tool…
  24. 24. @fighto WHY KNIME? • Singular tool for data collection, manipulation, analysis, and reporting • Easy to use and no development skills necessary • If you are a developer, it provides faster prototyping • Large library of built-in “nodes” • Free/Open Source • Run on Windows/Mac/Linux • Infinitely expandable 24
  25. 25. THE BASICS OF KNIME
  26. 26. @fighto WHAT’S A NODE? • Nodes are prebuilt, drag and drop modules designed perform a singular task • Nodes are strung together like a chain to accomplish larger, more complex tasks • Nodes can be grouped together into “meta-nodes”, which can be configured in unison 26
  27. 27. @fighto HOW DO YOU ADD NODES & HOW DO THEY CONNECT? How do you add nodes to your “workflow”? How do you string nodes together? 27
  28. 28. @fighto HOW DO YOU CONFIGURE & RUN NODES? Configuring Nodes Running Workflows 28 OR
  29. 29. APIs 101 29
  30. 30. @fighto EASY & APPLICABLE API: GOOGLE AUTOSUGGEST http://suggestqueries.google.com/complete/search?output=toolbar&hl=en&q=ninja%20turtles 30 Simple API using “GET Request” This is a variable that changes
  31. 31. @fighto 31 Output = XML
  32. 32. A KNIME-API EXAMPLE 32
  33. 33. @fighto STEP 1: LIST OF KEYWORDS 33
  34. 34. @fighto STEP 2: ENCODE SPACES IN KEYWORD PHRASES 34 Space Character
  35. 35. @fighto STEP 3: CONCATENATE API URL + KEYWORDS 35
  36. 36. @fighto STEP 4: DOWNLOAD API OUTPUT 36
  37. 37. @fighto STEP 6: LOOP THROUGH EACH KEYWORD 37
  38. 38. @fighto STEP 7: PARSE THE XML OUTPUT FORM THE API 38
  39. 39. @fighto 39 Auto-Complete Suggestions
  40. 40. @fighto 40
  41. 41. @fighto FYI: I’M NOT A KNIME SALESMAN 41
  42. 42. DATA INPUTS / SOURCES
  43. 43. @fighto 43 # of primary data sources to aggregate
  44. 44. @fighto 44 http://searchwilderness.com/gwmt-data-python/ Google Search Analytics – Historical MySQL Database via Python Script
  45. 45. @fighto 45 AdWords - Search Query Report API or CSV
  46. 46. @fighto 46 SEMRush – API (if <100,000) or Domain vs. Domain: Competitor Keywords (Advanced Mode) https://www.semrush.com/info/domain_vs_domain
  47. 47. @fighto 47 GrepWords API – For Google Keyword Planner related query suggestions & search volumes http://grepwords.com/
  48. 48. @fighto 48 Google Autosuggest API or Emulation with Selenium
  49. 49. @fighto 49 Rank Checking/Full SERP API - GetSTAT https://getstat.com/
  50. 50. @fighto 50 MarketMuse – Semantic Keyword Recommendations https://www.marketmuse.com/ Alternative: http://pshapi.ro/SemanticKWR
  51. 51. @fighto 51 Moz API + Moz Nodes https://tech.knime.org/book/mmi-labs-nodes https://moz.com/products/mozscape/access
  52. 52. @fighto 52 Google Trends – Unofficial API https://github.com/GeneralMills/pytrends Script soon to follow: http://pshapi.ro/slopetrends
  53. 53. @fighto 53 More data sources: http://pshapi.ro/kwmetrics
  54. 54. THE DATA-TO-KNIME PROCESS 54
  55. 55. @fighto Filtering + Data Manipula- tions ONE BIG KEYWORD LIST Seed Keywords - List - GWMT - SEMRush Comp. KWs - SQR Keywords Keyword Planner Suggestions (via GrepWords) Google Autocomplete Semantic Keyword Recommendations (via MarketMuse) Google Autocomplete SEMRush Domain vs. Domain Keywords Google Autocomplete 55
  56. 56. @fighto STRING ‘EM ALL TOGETHER AND THEN… 56
  57. 57. @fighto DATA MANIPULATIONS / CALCULATIONS • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition Search Volume Keyword Trends 57
  58. 58. @fighto DATA MANIPULATIONS / CALCULATIONS • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition • Get Search Volumes via SEMRush API or via GrepWords APISearch Volume Keyword Trends 58
  59. 59. @fighto DATA MANIPULATIONS / CALCULATIONS • Get top 10 results from rank checking API (i.e., GetSTAT) • Use Moz API nodes and find average PA to assess competiveness. • Optionally, use SEMRush’s Keyword Difficulty API Organic Competition • Get Search Volumes via SEMRush API or via GrepWords APISearch Volume • Use 2 Years of Google Trends data to calculate slope and determine growing/declining keywordsKeyword Trends 59
  60. 60. @fighto 60
  61. 61. @fighto 61 Reusable 5-Minutes
  62. 62. @fighto 62 You can use this data to filter keywords and reduce massive list... OR, you can leverage data visualization!
  63. 63. VISUALIZING KEYWORD RESEARCH
  64. 64. @fighto 64 We have a few options…
  65. 65. @fighto OPTION: EXCEL + BUBBLE CHART 65
  66. 66. @fighto OPTION: TABLEAU 66
  67. 67. @fighto OPTION: PYTHON + BOKEH CHARTS IN KNIME 67
  68. 68. @fighto THEY’RE INTERACTIVE… 68
  69. 69. @fighto 69 Sample Python Code: http://pshapi.ro/SLBokeh
  70. 70. @fighto SO WHAT… • Free up time spend doing mundane, repetitive work and spend more doing impactful, strategic work • Free up staffing resources and utilize them in other ways • Extract and analyze a larger pool of data for greater data pool 70 From this… To this…
  71. 71. @fighto SUMMARY • You should rethink how your currently do keyword research. • Keyword research is often bland, time consuming, and not as actionable as it can be. • KNIME provides an easy-to-use interface for automating your keyword research • APIs are easier to use than they sound; Use them • There are great data sources you can leverage via APIs/built-in KNIME nodes • Visualize your keywords using a growth-share matrix like-graph to make keyword usage decisions • Emojis are awesome 71
  72. 72. @fighto RESOURCES: DATA SOURCES > KNIME 72 Data Source KNIME Node(s) Google Search Analytics Database Table Connector/Reader AdWords Search Query Report XLS Reader SEMRush Domain vs. Domain (or API if less than 100,000 keyword) XLS/CSV Reader or GET Resource & Read REST Representation Google Keyword Planner/GrepWords GET Resource & Read REST Representation Google Autosuggest GET Resource & Read REST Representation (or Selenium nodes) Rank Checking (via GetSTAT) GET Resource & Read REST Representation Semantic Keywords/MarketMuse POST Resource MOZ Moz API Connector/URL Metrics nodes Google Trends TBD – Either CSV or Python Script nodes
  73. 73. @fighto ADDITIONAL RESOURCES • KNIME Version to install: “KNIME Analytics Platform + all free extensions” • To install KNIME Add-ons, Choose Help->Install New Software • Moz nodes • Should come with Nightly Builds. If not can add http://update.knime.org/community- contributions/3.1 as a repository. • Add-on Selenium nodes • http://seleniumnodes.com/ • Search Engine Land article addressing additional data inputs: http://pshapi.ro/kwmetrics • Information about Growth-share matrices: https://en.wikipedia.org/wiki/Growth%E2%80%93share_matrix • Sanple Python + Bokeh script for an interactive keyword research visualization in KNIME: http://pshapi.ro/SLBokeh 73
  74. 74. @fighto Questions? 74
  75. 75. THANK YOU! @fighto http://searchwilderness.com http://catalystdigital.com

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