Three practical (and inventive) ways of pinching keyword insight from your competitors #searchleeds #searchY

Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword
insight from your
competitors

Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
Three practical (and
inventive) ways of
pinching keyword
insight from your
competitors
Six Hacky

@kelvinnewman
So, who is this guy?
@kelvinnewman

Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
Kelvin Newman

@kelvinnewman
Shhhhh, but I don’t live in
Brighton
@kelvinnewman

@kelvinnewman
Actually; I live in Worthing

@kelvinnewman
Which is famous for one thing…
@kelvinnewman
Birdman Competition where people see how far they
can jump of the pier

@kelvinnewman
So what is this presentation
about?
@kelvinnewman

@kelvinnewman
Well, this presentation isn’t
about…
@kelvinnewman

@kelvinnewman
So, if you use the Google
Keyword Planner you can find
some excellent keywords
“
“

@kelvinnewman
No rocket science - just a few
nice practical ways to get
keyword ideas you might not
have considered before

Just write for your users is a lazy
suggestion.
@kelvinnewman

We can better understand our users needs
if ,
We can better understand how other
websites are writing about a topic
@kelvinnewman

@kelvinnewman
To optimise a page now you need
more than add keyphrases.

@kelvinnewman
You need to have all the phrases
and words they’d expect

Is the search query on the page and
does deserve to rank?
Old Model
@kelvinnewman

Does it contain the search query and
phrases used be other pages that rank
for the term and does deserve to rank?
New Model
@kelvinnewman

Nearly always better to call them
search queries rather than keywords.
An aside
@kelvinnewman
*Reminds you the searchers is ultimately asking
a question.

@kelvinnewman
Some hacky & clunky ways of
seeing those you’d need
include.

@kelvinnewman
Take the top ten results for your
query and extract the text using
something like textise.net
Method 1

@kelvinnewman
Bung the copy from all the
pages into a Word Cloud
Tool
I like jasondavies.com/
wordcloud/

@kelvinnewman
Treat the most common words
like bingo

@kelvinnewman
Take the top 2 results for your
query and your own website.
Extract the text using something
like textise.net
Method 2

@kelvinnewman
Create a list of all the single
words used on the page
using something like
writewords.org.uk/
word_count.asp

That gives you something like this per site
@kelvinnewman

@kelvinnewman
Create a Venn Diagram of the
overlap
I like Venny to do this
http://bioinfogp.cnb.csic.es/tools/venny/
Method 2

@kelvinnewman
I’m really interested in the
where competitors overlap
but I don’t.

@kelvinnewman
Take a key ranking page of a
competitor Textise it as save as
word doc
Method 3

@kelvinnewman
Go to translate.google.com and
translate it to French.

That gives you something like this

Maybe go from French to Spanish

The output will be similar but the subtle differences have value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying
all the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman

@kelvinnewman
We’re looking for words or
phrases that end up in the
new version that weren’t in
the original.

@kelvinnewman
Words like:
Townhouse,
Insulating panels,
Etc…

@kelvinnewman
Image search has changed it’s
interface to encourage “revised
queries”.
Method 4

You’ll be used to using related searches to generate keyword ideas
@kelvinnewman

@kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*Never encourage Neil Patel

Image search generates suggestions like this
@kelvinnewman

Worth going down a few layers deep
@kelvinnewman

It’s also interesting the categorisation implied by the colours
@kelvinnewman

Style ContextBrandMaterial Adjective
@kelvinnewman

@kelvinnewman
Which brings us to
adjective order which I
don’t think we talk about
enough.

@kelvinnewman
Good news is they teach it to
English Language Students.

@kelvinnewman
This will become more apparent
on voice search

Pinterest does something fairly similar as well

@kelvinnewman
Wordcloud the text on a Pinterest
search results, the little text that
is there is usually adjective
“rich”.
Method 5

You’ll get some great adjectives this way

@kelvinnewman
Take their Twitter Feed and
Wordcloud it.
Method 5

Simple but surprisingly effective.

A general lesson on keyword
research to end on.

They saw a game
Hastorf, A. H., & Cantril, H.
(1954)
The Journal of Abnormal and Social Psychology
@kelvinnewman

The curse of knowledge is
a cognitive bias that occurs
when an individual,
communicating with other
individuals, unknowingly
assumes that the others have
the background to understand
@kelvinnewman

@kelvinnewman
To do better SEO, often you
don’t need to reinvent the
wheel, just do a few things a
little better than you used to

@kelvinnewman
kelvin@brightonseo.com
Thanks

Three practical (and inventive) ways of pinching keyword insight from your competitors #searchleeds #searchY

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Three practical (and inventive) ways of pinching keyword insight from your competitors #searchleeds #searchY