Expand Your Marketing With Creative Keyword Research
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Looking for creative campaigns? Stuck in the same research rut? Want fresh keyword concepts? The data is out there, you just need to know where to look. Learn actionable strategies and tactics that will help you uncover untapped marketing potential and discover exciting new directions for your organic, paid and social initiatives.
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Expand Your Marketing With Creative Keyword Research
- 1. Expand Your Marketing With Creative Keyword Research Martin Weinberg Director of Marketing, US SEMrush @martinweinberg #DSDEN16
- 3. @MartinWeinberg #DSDEN16 Stuck in the same keyword research rut?
- 4. @MartinWeinberg #DSDEN16 Does your data keep going in circles?
- 5. @MartinWeinberg #DSDEN16 Looking for untapped opportunities?
- 6. @MartinWeinberg #DSDEN16 Latent Semantic Analysis?? Natural Language Processing?? RankBrain??
- 12. @MartinWeinberg #DSDEN16 Problem Opportunity Question Thought POQT(“pocket”)
- 15. @MartinWeinberg #DSDEN16 “Our algorithms explicitly try to find and recommend websites that provide content that’s of high quality, unique, and compelling to users.” - John Mueller, Google Webmaster Trends Analyst
- 16. @MartinWeinberg #DSDEN16 “Hummingbird is ensuring that the whole query is taken into account. The goal is that pages matching the meaning do better, rather than pages matching just a few words.” - Amit Singhal, former Google SVP of Search
- 17. @MartinWeinberg #DSDEN16 Post-Panda/Hummingbird Focus • Quality • Content Themes • Related Ideas Topic
- 21. @MartinWeinberg #DSDEN16 3,300,000,000 total searches per day How many brand new searches are there per day? 15% of searches have never been seen before 495,000,000 new, unique searches Every day. Source: Jon Wiley, Google Director of Design
- 22. @MartinWeinberg #DSDEN16 Opportunity is out there. You just have know where to look.
- 23. @MartinWeinberg #DSDEN16 New seed ideas
- 24. @MartinWeinberg #DSDEN16 New seed ideas =
- 25. @MartinWeinberg #DSDEN16 New seed ideas Volume Viability
- 31. • musical instrument • keyboard • classical music • jazz music • popular music • accompaniment • composing • rehearsal • rehearsal spaces • soundboard • pedals • keyboard instruments • electric pianos • electronic pianos • digital pianos
- 41. • keyboard action • feel of a grand • grand piano keys • feel of the keys • key action
- 44. PianoWorld.com quick links to useful piano resources find piano professionals piano dealers - piano stores piano tuners piano teachers piano movers piano restorations piano manufacturers online piano recitals piano recitals index piano & music accessories live piano venues music school listings buying a piano buying an acoustic piano buying a digital piano pianos for sale sell your piano how old is my piano? piano books piano art, pictures, & posters virtual piano music word search piano screen saver piano videos virtual piano chords
- 46. • piano for the young beginner • record using a DAW • acoustic pianos • MIDI • moving pianos • Buying a piano for son (or daughter) • KNOW NOTHING ABOUT PIANOS
- 53. • notation tools • MIDI accompaniment • sightreading skills • piano studio • instructional videos • interactive music apps
- 58. 20%of all queries on mobile are voice searches Sundar Pichai, Google IO 2016
- 59. Mindmeld Q1 2016 User Adoption Survey 2015 was the tipping point
- 63. Northstar Research, 2014 survey
- 64. Mindmeld Q1 2016 User Adoption Survey Context matters At home In the car On the go At work
- 65. Google Micro-Moments Guide, 2015
- 68. @MartinWeinberg #DSDEN16 • Mobile-friendly or mobile site • Consistent local data • Reviews • Long-tail keyword phrases Be findable
- 69. @MartinWeinberg #DSDEN16 • Provide answers, data, FAQs • Conversational tone and phrases • Can the search engine understand the meaning? • Semantic data / schema markup Be understandable
- 70. 2016 Mobile 2017 and beyond Mobile Search “appliances” Desktop
- 76. Econsultancy Site Search Report 2013
- 78. Why? – the good news! • They were glad to find your site • They want to know more • Strong user intent • Hopeful they’ll find it
- 79. Why? – the (possible) bad news • Bad UX • Site feels complicated to use • Categories and menus not optimal
- 80. Internal Site Search Keyword Research Opportunities • Look for themes • Analyze for high-value searches • Segment: search, direct, referral, paid • Look at more than 1 month
- 88. AnswerThePublic.com Questions how why when what who which where are why do pianos have pedals how do pianos work which upright pianos are best where are pianos manufactured are pianos good investments
- 89. AnswerThePublic.com Prepositions like near to with without for pianos near radiators pianos with 85 keys pianos for sale near me keyboards like pianos pianos to avoid
- 90. Visuwords.com
- 91. RankTank.org
- 92. RankTank.org
- 93. RankTank.org
- 94. SEOquake.com
- 95. SEOquake.com
- 98. @MartinWeinberg #DSDEN16 Don’t get stuck in a research rut
- 99. @MartinWeinberg #DSDEN16 Problem Opportunity Question Thought POQT(“pocket”)
- 102. @MartinWeinberg #DSDEN16 Brainstorming strategies l Online Communities l Voice/Mobile Search l Your Own Website l Free Keyword Research Tools
- 105. Expand Your Marketing With Creative Keyword Research Martin Weinberg Director of Marketing, US SEMrush @martinweinberg #DSDEN16