These slides were presented during the SEMrush webinar "SEO Keyword Research to Massively Increase Traffic & Grow Your Business". You can watch the replay, get helpful freebies, and read the transcript here >>> https://www.semrush.com/webinars/seo-keyword-research-to-massively-increase-traffic-and-grow-your-business/

1. SEO Keyword Research to Massively
Increase Traffic & Grow Your Business
Starting in just a few minutes...
SEMRush &
ClickMinded
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your audio is working fine!

2. Welcome!

3. Get JUICED

4. This is an investment of your time:
don’t waste it.

5. Agenda
Here’s what to expect
over the next hour…

6. 1.
How to find out what your ideal
customers are searching for and
make your website the first
place they visit

7. 2.
How to create workflows to get
keyword research done as
effectively as possible (with Ross
Tavendale)

8. BONUS:
We’ll be dropping a number of keyword research worksheets and
checklists for FREE into the chat - so stay for the whole webinar!

9. SEO at PayPal: 2 years
SEO at Airbnb: 4 years
Digital Marketing: 10 years
First of all, who is this bozo?
Tommy Griffith

10. Ready? Let’s get started

11. Agenda
The Search Framework

12. 1. Searcher Intent & Demographic
2. Digital Asset
3. Digital Medium
4. Optimization
5. The Nudge
The Search Framework

13. Agenda
2 important things to keep in mind

14. 1. Search isn’t just Google on your desktop

15. YouTube
Amazon
Pinterest
Mobile Search
Google Places
App Store
Yelp
Quora
LinkedIn
eBay
Local Search
Anything with search!

16. 2. Being on the first page isn’t enough

17. Click-Through Rates
Advanced Web Ranking CTR Chart
https://www.advancedwebranking.com/cloud/ctrstudy/

18. Click-Through Rates
Advanced Web Ranking CTR Chart
https://www.advancedwebranking.com/cloud/ctrstudy/
~75% of clicks go to the top 5 results

19. If you are not in the top 5 results,
you are effectively invisible.

20. Searcher Intent / User Demographic: Who is the user? What are they
searching for? Why are they searching for it?
Digital Asset: What type of content will give the user what they want?
Digital Medium: Which platform(s) will the asset live on?
Optimization: Is the document as relevant as possible for users?
The Nudge: What is the next action we want the user to take?
The Search Framework

21. Searcher Intent / User Demographic: Who is the user? What are they
searching for? Why are they searching for it?
Digital Asset: What type of content will give the user what they want?
Digital Medium: Which platform(s) will the asset live on?
Optimization: Is the document as relevant as possible for users?
The Nudge: What is the next action we want the user to take?
The Search Framework

22. CLICKMINDED DIGITAL MARKETING
#1 - Searcher Intent
The Search Framework
Who is the user? What is the user
searching for and what stage of the
funnel are they in?

24. CLICKMINDED DIGITAL MARKETING
#1 - Searcher Intent
The Search Framework
Keyword Monthly Search Volume
Bachelorette Party 74,000
Bachelorette Party Ideas 40,500
Bachelorette Party Destinations 4,500
Bachelorette Party New Orleans 1,000
Bachelorette Party New Orleans August 250
Bachelorette Party New Orleans August Promo Code 50

25. CLICKMINDED DIGITAL MARKETING
#1 - Searcher Intent
The Search Framework
Keyword Monthly Search Volume
Bachelorette Party 74,000
Bachelorette Party Ideas 40,500
Bachelorette Party Destinations 4,500
Bachelorette Party New Orleans 1,000
Bachelorette Party New Orleans August 250
Bachelorette Party New Orleans August Promo Code 50
Top
Middle
Bottom

26. Searcher Intent / User Demographic: Who is the user? What are they
searching for? Why are they searching for it?
Digital Asset: What type of content will give the user what they want?
Digital Medium: Which platform(s) will the asset live on?
Optimization: Is the document as relevant as possible for users?
The Nudge: What is the next action we want the user to take?
The Search Framework

27. CLICKMINDED DIGITAL MARKETING
#2 - Digital Asset
The Search Framework
● Blog Post
● Forum Response
● Social Media Post
● Video
● Digital Tools
● Image
● Review
● Webinar
● Product Demo / Trial
● Listing Page

28. CLICKMINDED DIGITAL MARKETING
#2 - Digital Asset
The Search Framework

29. CLICKMINDED DIGITAL MARKETING
#3 - Digital Medium
The Search Framework
● Website
● YouTube
● Google Places
● Yelp
● Amazon
● Quora
● Pinterest
● App Store

30. CLICKMINDED DIGITAL MARKETING
#3 - Digital Medium
The Search Framework

31. Searcher Intent / User Demographic: Who is the user? What are they
searching for? Why are they searching for it?
Digital Asset: What type of content will give the user what they want?
Digital Medium: Which platform(s) will the asset live on?
Optimization: Is the document as relevant as possible for users?
The Nudge: What is the next action we want the user to take?
The Search Framework

32. CLICKMINDED DIGITAL MARKETING
#4 - Optimization
The Search Framework
1. Have you maximized traffic?
2. What would it take to max it out?
3. Is it worth the effort?

33. CLICKMINDED DIGITAL MARKETING
#4 - Optimization
The Search Framework

34. Searcher Intent / User Demographic: Who is the user? What are they
searching for? Why are they searching for it?
Digital Asset: What type of content will give the user what they want?
Digital Medium: Which platform(s) will the asset live on?
Optimization: Is the document as relevant as possible for users?
The Nudge: What is the next action we want the user to take?
The Search Framework

35. CLICKMINDED DIGITAL MARKETING
#5 - The Nudge
The Search Framework
What is the next action
the user should take?

36. CLICKMINDED DIGITAL MARKETING
#5 - The Nudge
The Search Framework
● View more content
● View another video
● Enter their email
● Call a phone number
● Follow us on a social channel
● Buy a low-dollar product

37. CLICKMINDED DIGITAL MARKETING
#5 - The Nudge
The Search Framework
https://www.neworleans….

38. CLICKMINDED DIGITAL MARKETING
Searcher Intent & The Funnel

39. Reminder:
Treat your sales funnel like a
regular human relationship!

40. CLICKMINDED DIGITAL MARKETING
Top Of Funnel Example
The Search Framework
A travel site that wants to
focus on family travelers

41. CLICKMINDED DIGITAL MARKETING
Top Of Funnel Example
The Search Framework
“Family Vacation Ideas”
9,900 queries / month

42. CLICKMINDED DIGITAL MARKETING
Family Vacation Ideas
The Search Framework
● Searcher Intent: Travel Planning, Top of Funnel
● Digital Asset: Blog Post
● Digital Medium: Website
● Optimization: Yes
● Nudge: Opt-in for family-friendly travel checklist

43. CLICKMINDED DIGITAL MARKETING
Family Vacation Ideas
The Search Framework

44. CLICKMINDED DIGITAL MARKETING
Middle Funnel Example
The Search Framework
An ecommerce site that sells
skinny ties to hipsters

45. CLICKMINDED DIGITAL MARKETING
Middle Funnel Example
The Search Framework
“Skinny Tie Wardrobe Tips”
1,900 queries / month

46. CLICKMINDED DIGITAL MARKETING
How to Tie a Skinny Tie
The Search Framework
● Searcher Intent: Wardrobe Tips, Middle of Funnel
● Digital Asset: Video
● Digital Medium: YouTube
● Optimization: Yes
● Nudge: An annotation on a video that links to a blog
post on the top 20 skinny ties, with a promo code

47. CLICKMINDED DIGITAL MARKETING
How to Tie a Skinny Tie
The Search Framework

48. CLICKMINDED DIGITAL MARKETING
Bottom Funnel Example
The Search Framework
An Italian restaurant with customers
that check reviews online before
visiting in person

49. CLICKMINDED DIGITAL MARKETING
Bottom Funnel Example
The Search Framework
“Tony’s Pizza Reviews”
500 queries / month

50. CLICKMINDED DIGITAL MARKETING
Tony’s Pizza Reviews
The Search Framework
● Searcher Intent: Brand, Bottom of Funnel
● Digital Asset: Review
● Digital Medium: Yelp
● Optimization: Yes
● Nudge: A Yelp coupon

51. CLICKMINDED DIGITAL MARKETING
Tony’s Pizza Reviews
The Search Framework

52. 1. Searcher Intent & Demographic
2. Digital Asset
3. Digital Medium
4. Optimization
5. The Nudge
The Search Framework

53. That’s the framework,
now let’s dig in to the nerd stuff.

54. We put together some premium resources for
you to put your keyword research into action.

55. ● The Keyword Research Worksheet
● Performing On-Page Optimization SOP
● Keyword Research & Mapping SOP
● Complete SEO Audit SOP
Worksheets & SOPs

56. And now… over to Ross!