Organic SEO has been declared dead, SERPs have shifted free listings almost out of view, yet Google Organic Search continues to be the most valuable traffic source for many web-based businesses. For SEO Week, Philly native and digital marketing hero, Nick Eubanks, will prove that keywords are not dead, by using them to breathe new life into your organic search visibility. He will delve into SEMrush to demonstrate: How to excavate your competitors keywords for gems How to evaluate the results to select highly productive keywords How to export and sort the results for rapid assessment of value How to apply semantic analysis to examine your site's current content for relevant pages to work on How to select more than phrases, but questions to answer and transactional queries for maximum ROI What to do with those keywords for maximum effect (content, metadata, schema, link-building, citations, co-occurrence)

1. B R O U G H T T O Y O U B Y S E M R U S H
P R E S E N T E D B Y: N I C K
E U B A N K S
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2. WELL HELLO
Agenda for the Webinar
• How to excavate your competitors keywords for
gems
• How to evaluate the results to select highly
productive keywords
• How to export and sort the results for rapid
assessment of value
• How to apply semantic analysis to examine your
site's current content for relevant pages to work on
• How to select more than phrases, but questions to
answer and transactional queries for maximum
ROI
• What to do with those keywords for maximum
effect
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3. POLL
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4. A BIT ABOUT ME
• Original spam campaign at Morgan Stanley
while sophomore in college.
• Entered real estate, closed $15.8M deal at
23.
• Startup software company (AlignAlytics)
• Started CMS tools company, grew to $1M in
18 months.
• Raised $1M (Factor Media), built
Toshobako.jp and sold it.
Partner at:
 Traffic Safety Store (and subsidiaries)
 I’m From The Future
 Factor Media
 Sports Pick Predictions
 YourListen
 Support Insights
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5. AROUND THE WEB
NickEubanks.com
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7. START WITH THE OVERVIEW
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8. NOW TO ANALYZE COMPETITORS
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9. SCAN AND SELECT 3 COMPETITOR WEBSITES
What to Pay Attention To:
• High count of common
keywords
• High count of SE
keywords
• High overall SE traffic
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10. EXPORT TO EXCEL, RENAME SHEET
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11. DIVE INTO INDIVIDUAL SE KEYWORDS
• Export to Excel
• Create and Name New
Sheets
• Create New
“Competitor” Column
• Tag all Rows
• Can combine into one
sheet – whatever your
preference
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12. TAGGING FOR INTENT
Commercial
Investigation
Transaction
al
- Best
- Plans
- Price
- Pricing
- Reviews
- Speed
- Security
- Versus or
vs
- Buy
- Coupon
- Discount
- Purchase
- Plans
- Promo
- Sale
- Upgrade

13. SEARCH INTENT
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15. SORT BY VOLUME, CREATE NEW “BEST” COLUMN
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16. PARSE DOWN LIST AND SELECT BEST TARGETS
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17. ANALYZE YOUR RANKINGS VS YOUR COMPETITORS
• Where are you close?
• Where is there opportunity
for high conversion keywords
• Where are you far away?
Why?
Next Steps
• Find Outdated Content
http://www.greenlaneseo.com/outdated-content-finder/
• Conduct a Content Gap Analysis
http://strategiccontent.com/map-the-gap/
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18. CONTENT OPPORTUNITIES IDENTIFIED.. NOW..
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19. USE TOPIC MODELING
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20. START WITH SEMANTIC ENTITIES

21. MOVE ON TO SEMANTIC KEYWORDS – TAKE NOTES…
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23. ONE QUESTION TO GUIDE THEM
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24. RANKING OPPORTUNITIES
Organic
- low page competition
- high link volume low domain competition
- high domain competition + low page competition (opportunity to rank domain)
Paid
- CPC under $1
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25. ONE LUCKY WINNER
Random Drawing from among
SEMrush Webinar Attendees…
PRIZE: ONE FREE COURSE:
Master Keyword Research in 7 Days
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26. OFFERS
Special Offer for SEMrush Webinar Attendees
50% OFF Master Keyword Research in 7 Days
USE PROMO CODE SEMRUSH50
FREE TRIAL! SEMrush 30-Day Guru Plan
Use for your Keyword Research as shown
http://bit.ly/SEMrushFREE30-Eubanks
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27. POLL
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28. Q&A
Follow Nick on twitter for daily updates and bad jokes:
@nick_eubanks
Check out Nick’s blog for details on his processes and tests:
SEONick.net
Contact your host:
Michael.Stricker@SEMrush.com - @RadioMS
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