My talk is not just about keyword research and doing it well. It’s about pride. It’s about honour. It’s about being at the epicentre of business intelligence within your organisation for your organisation.

1. An airtight keyword
research strategy to
beat any SEO
competitor.
https://www.slideshare.net/RumbleRomagnoli
@ROMAGNOLIRUMBLE
Rumble Romagnoli
Relevance

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KEYWORD
GAP
FEAR

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Understand your
customers
REVOLUTIONISE THE WAY YOUR
CLIENT DOES BUSINESS
1
#brightonseo

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Know the competition better
than they know themselves
REVOLUTIONISE THE WAY YOUR
CLIENT DOES BUSINESS
2
#brightonseo

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Be ready to
immediately adapt
REVOLUTIONISE THE WAY YOUR
CLIENT DOES BUSINESS
3
#brightonseo

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RELEVANCE METHOD
Use our method of competitor analysis and have a completely
bulletproof keyword research strategy.

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HAVE YOU EVER DONE ANY
KEYWORD RESEARCH?

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WHY WE DO IT
Thank you bored panda for the following
insights...https://www.boredpanda.com/
DO PEOPLE EVEN
WANT OUR STUFF?

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TABLE TENNIS DOOR -
110/month - NO

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SLEEPING BAG WITH ARMS AND LEGS -
590/month - MAYBE

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PIZZA SCISSORS -
3600/month - GETTING THERE

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CHILLI DOGS -
49500/month - HELL YEAH

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WHY WE DO IT
PEOPLE USE DIFFERENT NAMES
FOR THE SAME STUFF

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WHY WE DO IT
WHAT DO YOU CALL THIS?

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Sub vs.
Hero vs.
Hoagie vs.
Grinder
Shopping Cart vs.
Carriage vs.
Buggy
https://bestlifeonline.com/things-have-different-names-u-s/
Brew Thru vs.
Beer Barn vs.
Beverage Barn
Clicker vs.
Remote Control vs.
Zapper

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WHY WE DO IT
WHAT CONTENT IS CURRENT?

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WHY WE DO IT
WHAT DO PEOPLE WANT
TO KNOW?
AUTOCOMPLETE

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WHY WE DO IT | TOP SEARCHED ON GOOGLE
WHAT TO WATCH
WHERE’S MY REFUND
HOW YOU LIKE THAT
WHAT TIME IS IT
HOW I MET YOUR MOTHER
WHERE AM I
9,140,000
7,480,000
6,120,000
1,830,000
1,830,000
1,500,000

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WHY WE DO IT
WE DO IT TO UNDERSTAND THE
DESIRES OF OUR AUDIENCE

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WHY WE DO IT
MARKET
RESEARCH /
INTENT

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“Keyword research is the blueprint for
your online marketing efforts, driving
every decision you make.”
WHY WE DO IT
NEIL PATEL

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WHY WE DO IT
HELPS
INCREASE
CONVERSION
RATE &
GENERATE
REVENUE

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IS IT STILL RELEVANT? | RANKBRAIN
Today, some argue, keywords
are no longer necessary.
Google's algorithm is so
advanced that it can figure out
what website content is all
about without needing specific
search terms to tell it.

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HOW DOES IT WORK?
USER VISITS PAGE A
WAS THE USER
SATISFIED?
A
A
B
SEARCH
A
B
SEARCH
+1
-1
YES NO

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IS IT STILL RELEVANT? | YES

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THE FUTURE OF KW RESEARCH
“Keyword research will always be an important part
of what we do - it's vital to understand how customers
are looking for the products and services we're
representing (whether we're in house or at an
agency). Sure, there's a lot more haziness to it now
that search has become more conversational, but we
MUST figure out intent if we're going to create content
that matches that intent…”
GREG GIFFORD
I am a local SEO nerd...

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THE FUTURE OF KW RESEARCH
“Automation is going to become key in keyword
research as it evolves into keyword intent
research. Python will become a critical part of
the SEO toolbox with the end goal of a clearer,
more accurate & more effective picture of user
intent at the shortest time possible.”
ORIT MUTZNIK
Head of SEO @SilkFred | BrightonSEO Speaker

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THE FUTURE OF KW RESEARCH
“Too many people don't dig into the SERPs when
performing keyword research. They want to rank
an article for a local SERP or a product page for
a Top Stories result--and they'd have saved
themselves time and money if they'd just known
what was showing in SERPs to begin with.”
CAROLYN LYDEN (SHE/HER)
Lead SEO + Owner at Search Hermit

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WILL VOICE SEARCH TAKE OVER?

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"I believe voice search will continue to grow, but I do
not think that it substantially impacts an SEO's
strategy. While there may be some argument around
creating content that answers questions likely to be
asked in a voice search query, the attribution of that
search will only be valuable if the user is performing
the voice search in a screen environment like a
computer or cell phone…”
THE FUTURE OF KW RESEARCH
LEGEND RUSS JONES
Former Principal Search Scientist at MOZ

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BUT REMEMBER:
15% OF KEYWORDS
NEVER SEEN BEFORE
Among top searched “babies” of
2019 - in the U.S. - Baby Yoda
ranked highest, followed by Baby
Shark, Royal baby, Kim Kardashian
and Kanye West’s baby and Cardi
B’s baby.

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BUT REMEMBER:
15% OF KEYWORDS
NEVER SEEN BEFORE
Among top searched “babies”
of 2022 - in the U.S. - Buy Buy
Baby ranked highest, followed
by Baby Shark, Royal baby, Kim
Kardashian and Kanye West’s
baby and Cardi B’s baby.

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HOW WE WERE TAUGHT TO DO IT |
THE KEYWORD RESEARCH PROCESS
We start to optimise a website
doing an SEO 1st phase or I
suppose a PPC 1st phase you will
start with keywords. Which have
volume, which don’t, which are
relevant to my products, which
convert, which don’t….

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DO YOU EVER GET THAT FEELING...

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The main keywords
for your whole
industry
Your SEO gaps
Your competitor's
gaps (that are your
opportunities!)
OUTLINE OF MY TALK
Top tips for keyword and competitor
analysis and take away:

43. EXAMPLE

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AIRTIGHT PROCESS
THE PROCESS TO MAKE SURE
THERE ARE NO GAPS

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1.WHAT DO I RANK FOR?
How do we do it so we
don’t miss anything….Input
all your current search
console rankings into your
fave keyword research tools

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WHAT DO WE RANK FOR
CHECK
SEARCH
CONSOLE

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WHAT DO WE RANK FOR
GOOGLE
ADS/
ANALYTICS

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WHAT
ARE
PEOPLE
LOOKING
FOR
CHECK YOUR SITE SEARCH

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2.WHAT OTHER TERMS ARE OUT THERE?
Drop some keyword ideas
into your fave keyword
research tool, scan your
own website for other
relevant keywords, that
sort of thing.

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WHAT ELSE IS OUT THERE | FINDING THE WORDS
We usually start with a brainstorm.
Once we have sat around with the
client, and stuck post-it notes all
over the walls and interviewed
loads of people about their
business, we stick everything into a
keyword mixer. Why do we do that?

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WHAT ELSE IS OUT THERE
WE CAN’T JUST OPEN THE TOOLS
Why? We put in some random
words into Keyword Planner and you
will get 40000 keywords that will be
mildly relevant but a real hassle to
weave through.

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We do the Keyword Mixer
WHAT ELSE IS OUT THERE | KEYWORD MIXER

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WHAT ELSE IS OUT THERE | KEYWORD MIXER

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WHAT ELSE IS OUT THERE |
KEYWORD PLANNER DISCOVER NEW KEYWORDS

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WHAT ELSE IS OUT THERE |
BUT IF YOU DON’T HAVE ANY MONEY
YOU DON’T GET THE DATA

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3.WHAT DO MY COMPETITORS RANK FOR
But the most important
step to make this air-tight.
And not just real-world
competitors, but any other
websites appearing in my
space.

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Research your digital space, and
who else is appearing there.
GET TO KNOW YOUR COMPETITION/MARKET

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EXAMPLE 1
We did a search for ‘chilli
sauce’.
Not many providers on this
site - but lots of publishers.

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EXAMPLE 2
We did a search for ‘hot sauce
gift sets’.
Most of these sites are chilli
brands, but these are all
relevant online competitors
we’ll need to face.

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STEP 1 | GET THE DATA
The first stage to working out
how your competitors rank
once you have your list, is to
input them into a tool to get
their organic positions.

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SEMRUSH
AHREFS
SEO
COMMUNITY

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LET’S PULL THIS TOGETHER
Get the data of your competitor
(both commercial and
non-commercial) and download
all of this from any tool that will
give you competitor rankings
data.

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COMPETITORS
POSITION (BASED
ON SALES)
hotsauce.com 1
truff.com 2
heathotsauce.com 3
fuegobox.com 4
hotsauceemporium.co.uk 5
micschilli.com 6
E.G. STEP 1 | COMPETITION

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E.G. STEP 2 | INPUT THE DATA
The second stage is to input the
data into a spreadsheet or
database that can combine and
manage everything.
Up to now, we’ve always used
Excel or Google Sheets.
Keyword Position
Search
Volume
Site
chilli sauce 92 5400 chilli-no5.com
hot chilli sauce 63 320 chilli-no5.com
mexican chilli
sauce
24 210 chilli-no5.com
asian chilli sauce 81 210 chilli-no5.com

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E.G. STEP 3 | SOME SPREADSHEET LEGWORK
Create a unique list of
organic keywords with
rankings data for all of
your online competitors.
Keyword
Avg. Monthly
Searches
Count of
Sites
hot sauce 49500 3
hot sauces 6600 3
best hot sauce 6600 3
hottest sauce 3600 4
hot sauce store 2900 3
roasted jalapeno 2400 3
hottest sauce in the world 1900 3

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E.G. STEP 4 | FROM SPREADSHEETS TO INSIGHTS
NOBODY LOVES
SPREADSHEETS
SPREADSHEETS

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INSIGHTS
DEFEND EXPAND STEAL

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Keyword
Avg. Monthly
Searches
Count of
Sites
Chilli No. 5
sweet chilli sauce 8100 2 7
chilli hot sauce 170 5
best hot sauce 6600 2
hot sauce brands 6600 2
hot salsas 33100 4
box gift 320 3
hot sauce box 210 3
sriracha 110000 5
hot indian sauce 320 5 11
honey hot sauce 3600 2
red hot sauce 3600 2
sauce subscription 1900 2
Identify where you have
high visibility, but where
you will need to work to
keep your edge.
INSIGHT 1 | RANKINGS TO BE DEFENDED

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INSIGHT 2 | EXPAND INTO KEYWORD GAPS
Identify, and prioritise
keyword gaps where
you do not appear.
Keyword
Avg. Monthly
Searches
Count of
Sites
Our sample
client
sweet chilli sauce 8100 2
chilli hot sauce 170 5 NOT TOP 50
best hot sauce 6600 2
hot sauce brands 6600 2
hot salsas 33100 4 NOT TOP 50
box gift 320 3
hot sauce box 210 3 NOT TOP 50
sriracha 110000 5
hot indian sauce 320 5 11
honey hot sauce) 3600 2
red hot sauce 3600 2
sauce subscription 1900 2

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INSIGHT 3 | STEAL - KEY OPPORTUNITIES
Identify the highest volume
keywords that few of your
competitors rank for.
Keyword
Avg. Monthly
Searches
Count of
Sites
Our sample
client
sweet chilli sauce 8100 2
chilli hot sauce 170 5
best hot sauce 6600 2
hot sauce brands 6600 2
hot salsas 33100 4
box gift 320 3
hot sauce box 210 3
sriracha 110000 5
hot indian sauce 320 5 11
honey hot sauce 3600 2
red hot sauce 3600 2
sauce subscription 1900 2

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INSIGHT 4 | CONTENT STRATEGY
Keyword
Avg. Monthly
Searches
Count of
Sites
Our Client
sauce for stir fry 135000 4 NOT TOP 50
sauce for salmon 40500 1 NOT TOP 50
sauce chicken recipes 12100 11 NOT TOP 50
meat sauce recipe 12100 1 NOT TOP 50
beef stir fry sauce 9900 6 NOT TOP 50
sauce for pork tenderloin 6600 6 NOT TOP 50
shrimp sauce recipe 5400 1 NOT TOP 50
poke bowl sauce 4400 3 NOT TOP 50
prawn sauce 4400 2 NOT TOP 50
sauce for lamb chops 3600 6 NOT TOP 50
sauce for tuna steak 3600 10 NOT TOP 50
sauce for turkey 2900 2 NOT TOP 50
Sometimes you can also
see an exact content
strategy. With Chilli No.5
we’ve noticed this trend
with one of their
competitors. They were
using food recipes as well
as sauce keywords.

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STEP 6 | DATA ANALYSIS | VALIDATE IDEAS
Validate your content
ideas using criteria like
competitor density, and
search volume.
DO PEOPLE SEARCH FOR
MY IDEA?
HAVE MY COMPETITORS
DONE THIS?
PRIORITY MAYBE LATER
YES
NOT
MANY
ALL OF
THEM
NO

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STEP 6 | DATA ANALYSIS | VALIDATE IDEAS
DO PEOPLE SEARCH FOR
MY IDEA?
HAVE MY COMPETITORS
DONE THIS?
PRIORITY MAYBE LATER
YES
NOT MANY ALL OF THEM
NO

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Find All Our content:
Scan the Code!

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TAKEAWAYS
● You know how important keyword research is and will be
● You know how we used to do it and which tools are the best
● But we have a new way to do keyword research to create an airtight
keyword research strategy which will allow us to
● DEFEND, EXPAND, and STEAL
● Relevance.digital has offered the templates to use to create an airtight
SEO keyword research strategy
● Enjoy Brighton SEO

77. @RomagnoliRumble
@rumbleromagnoli
relevance.digital