I've Got 99 Problems and a Keyword Ain't One!

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@WojKwasi #BigDigitalADL

“It all begins with words
typed into a search box.”

https://blog.hubspot.com/blog/tabid/6307/bid/33511/Answers-to-Your-Top-7-Questions-About-the-State-of-SEO-in-2012.aspx
Search Demand

Overview
1. Traditional Keyword Research
(and how to do it in under a minute)
2. The Search Experience
3. SERP Formations Study
(Bonus: 9 Key Optimisation Tactics)

How keyword research works today
IDEATION VALIDATION

Ideation
Brainstorm / Generate lists of words

Validation
Quantify terms – incl. volume, competition, difficulty

How can you do this
better than anyone else?

Innovate
1. Come up with better ideas
2. Get better insights to find opportunities

Start with the Basics
Make a list of your own keywords
(Gather lists from clients / other resources)

Find Synonyms
Use thesaurus.com

Add Modifiers
Commercial / Transactional

Keyword Planner
https://adwords.google.com/ko/KeywordPlanner

Ubersuggest.io
https://ubersuggest.io/

KeywordTool.io
https://keywordtool.io

KWFinder
https://app.kwfinder.com

AHREFs
https://ahrefs.com/keywords-explorer

Answer The Public
http://answerthepublic.com/

Answer The Public: Questions
http://answerthepublic.com/

Moz
Keyword Explorer
https://moz.com/explorer/

SEM Rush
Competitor & Top Sites into Domain Overview / Organic Research
https://www.semrush.com/au/info/empty/domain_organic/

Keyword Research
(in under a minute)
1. Save a SERP to your local machine
e.g. https://www.google.com.au/search?q=burgers+adelaide
2. Rename to <keyword.html>
e.g. burgers-adelaide.htm
3. Upload to ftp server
4. Go to Keyword Planner and enter URL
e.g. http://www.kwasistudios.com/test/burgers-adelaide.html

Keyword Research
(in under a minute)

Next Level
For better results than anyone else,
you can’t just have better tools and techniques:
You need a better process too.

Understanding Intent
This traditional two-stage keyword research process
misses 2 crucial stages at the beginning & end:
Understand your searchers & understand the
opportunities.
IDEATION VALIDATION
UNDERSTAND
SEARCHER
UNDERSTAND
OPPORTUNITY

Understanding User Journeys
AWARENESS CONSIDERATION DECISION

Understanding User Journeys
Before you can start brainstorming keywords, you have to
really understand what it is that’s driving your customers to
search at every stage of their user journey.

Do they have an issue they need addressed?
ISSUE

Have they clearly defined the issue
and given a name to their need?
ISSUE FIX

Have they decided on the fix and
are ready to make a deal?
ISSUE FIX DEAL

Understanding Motivations
You need this to understand their motivations and
understand the terminology they will use at each stage -
these will become the themes/buckets you explore during
the Ideation stage of keyword research.

Keywords themes based on motivations
Stage Motivation Keywords Content Landing Pages
Issue
I want food quick
because I’m hungry
places that deliver in
adelaide, fast food
delivery
Our Quick & Easy Food
Options Delivered
/fast-food-delivery-
adelaide
Fix
I want a burger
delivered
burgers adelaide
delivered, burger
delivery adelaide
Burger Delivery in
Adelaide
/burgers-adelaide-
delivered
Deal I want Woj Burger
woj burgers adelaide,
woj burgers delivered
Woj Burgers – Quickest
Used Salisbury Steak
Delivery in Adelaide
/contact

Alignment = The Search Experience

Not all SERPs are created equal in 2017
It’s no longer 10 blue links
https://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

So we studied 2,000 SERPs
http://kwasi.co/serp2017

Why we did the SERP study
We set out to identify the
most probable compositions of Google SERPs
for different keyword types and
to identify key optimisation tactics for each formation.
1. What SERPs are most likely to look like and include for each type of keyword.
2. Best ways to work with the SERPs features to include them in our search strategies.

Method: Identify Keyword Types
Celebrity Name
(as a practice swing: these results were the easiest to verify).
Commercial Keywords + Brand Name
Brand Name
(global and very well-known companies)
Commercial Keywords + Transactional modifier
(e.g. “buy”)
Brand Name
(lesser known companies)
Commercial Keywords + Location
Brand Name + Location Question-Based Longtail Keywords
Commercial Keywords
(products or services)
Statement-Based Longtail Keywords

Method: Gather Keywords
10 keyword types
200 per keyword type
2,000 keywords

Method: Deep Dive!
Moz’s Keyword Explorer for rough list of feature types
*didn’t tell us the most common “formation” for each keyword type
Lots of manual deep diving!

Celebrity Names
e.g. Barrack Obama, Matt Damon, Dwayne Johnson, Caitlyn Jenner, Miley Cyrus

Celebrity Names
Top Stories

Celebrity Names
In-Depth Articles

Celebrity Names
Tweets

Celebrity Names
Big Juicy Knowledge Panel

Big Brands – Little or no news
e.g. Louis Vuitton

AdWords (Top)

Knowledge Panel

Site Links

Big Brands - Newsworthy
e.g. Deutsche Bank - In addition to Knowledge Panel there were Top Stories,
Tweets and In-Depth Articles (no AdWords or Site Links)

Lesser-Known Brands
Similar to Big brands (little or no news): Knowledge Panel + extra Reviews

Lesser-Known Brands
Knowledge Panel (more local-centric)

Lesser-Known Brands
Reviews

Brand Name + Location
• 1 location = similar to lesser known brand
• Multiple = local pack

Brand Name + Location
Local Pack

Commercial: Generic,
Branded & Transactional
• e.g. mirrored wardrobe, jag watches, buy socks, cheap flights to bali
• Some Ads Top, Ads (Shopping) Right, Knowledge Panels & Reviews

Shopping

Images

Location Modified
Commercial Keywords
• E.g. divorce lawyers sydney, diamond rings adelaide, fresh flowers brisbane
• Local Packs & Ads Top, Ads Bottom - Some had Ads (Shopping) Rights

Question-Based Longtail Keywords
• E.g. what will happen if trump wins, why does ice float
• AdWords (top/bottom), Featured Snippets + Videos; Some showed Images + In-Depth Articles

Featured Snippet

Videos

e.g. resume writing template, improve your credit score, christmas tree decorating ideas
AdWords (top and bottom), Featured Snippets and Related Questions

Featured Snippet

I've Got 99 Problems and a Keyword Ain't One!

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