This is a talk I delivered at The SEO Social (a meetup by The Digital Showcase) on the 29th May 2017. I wanted to take a look at how I see keyword research for ecommerce sites developing, and we can make better selling content that addresses shopper intent. "For commercial websites, the race is on for brands to become publishers, and retailers to show-off their expert, or E-A-T, content credentials. Keyword research is fundamental for most SEO campaigns, but for e-commerce sites it is the difference between seeing plenty of footfall or being stuck in a quiet backstreet. Fortunately, we have more keyword and audience research tools than ever before. And in this talk, we’ll look at some of the best options to find content topics across the entire purchase cycle. With tips on finding how your audience talks about your product, and the problems they search for help with, this talk aims to expand your site’s reach, and fast."

1. SHOPPING FOR
KEYWORDS
C h a r l i e W i l l i a m s
2 4 t h M a y 2 0 1 7

2. @ P A G E S A U C E
LIKE
Que st io n .
W h y d o n ’ t
y o u l i k e
d o i n g
k e y w o r d
r e s e a r c h ?

3. @ P A G E S A U C E
How do we expand
categories into
thematic topics?
ECOMMERCE
CONCEPTS?
Oppo r t un it y.

4. Standard keyword
research gives you
standard targets
FIGHTING
BIG NAMES
Oppo r t un it y.
@ P A G E S A U C E

5. FINDING
EXEMPLARS
Oppo r t un it y.
@ P A G E S A U C E
moz.com/blog/tactical-
keyword-research-in-a-
rankbrain-world/

6. INTENT >
VOLUME
Oppo r t un it y.
@ P A G E S A U C E
& mass relevancy
is our tool for ranking
for more terms

7. @ P A G E S A U C E
SEARCH
THE WHOLE
FUNNEL
B r e a k d o w n t h e
s t a g e s o f
a w a r e n e s s & i n t e n t

8. TRADITIONAL
FUNNEL
Int ent .
@ P A G E S A U C E
customerjourneymarketer
.com/new-digital-
marketing-funnel-stages/

9. SEARCH
QUERY TYPES
@ P A G E S A U C E
Int ent .
getstat.com/blog/search-
intent-conversion-
optimization/

10. Google’s Micro Moments
identifies 4 types of
modern search intent
MODERN
SEARCHES
Int ent .
@ P A G E S A U C E

11. What does search query
indicate they want, &
how do we match it?
MAPPING
INTENT
Int ent .
@ P A G E S A U C E
ENGAGEMENT EDUCATION
RESEARCH PURCHASE
I N F O R M A T I O N A L
I N F O R M A T I O N A L /
C O M M E R C I A L
C O M M E R C I A L
I N V E S T I G A T I O N
T R A N S A C T I O N A L

12. What does search query
indicate they want, &
how do we match it?
MAPPING
INTENT
Int ent .
@ P A G E S A U C E
ENGAGEMENT EDUCATION
RESEARCH PURCHASE
C O N T E N T M A R K E T I N G /
B R A N D A W A R E N E S S
C O N T E N T M A R K E T I N G
/ G U I D E
C O M M E R C I A L G U I D E S /
C O M P A R I S O N T O O L S
C A T E G O R Y /
P R O D U C T

13. @ P A G E S A U C E
RESEARCH
AUDIENCE
H o w o u r a u d i e n c e
t a l k s a b o u t
o u r p r o d u c t

14. What can we learn about
our audience, & what
they’ll search for?
THEIR
MOTIVATION
Audie n ce .
@ P A G E S A U C E
P R O B L E M S T H E Y F A C E ?
W H A T B O T H E R S T H E M ?
W H A T I S T H E I R G O A L ?
W H A T C A N W E M A K E B E T T E R ?

15. LET’S
ASK THEM
@ P A G E S A U C E
Audie n ce .
www.google.com/
analytics/surveys/

16. Can we crowdsource
new ways the public
might describe us?
@ P A G E S A U C E
Audie n ce .
dejanseo.com.au/newtail/
LET’S
ASK THEM

17. @ P A G E S A U C E
LET’S
ASK THEM
Audie n ce .
Can we crowdsource
how the public might
search for us?
seedkeywords.com/

18. Find user-generated-
content on your topic’s
common concerns
AUDIENCE
FORUMS
@ P A G E S A U C E
Audie n ce .

19. @ P A G E S A U C E
Audie n ce .
copyhackers.com/
write-copy-
amazon-review-mining/
CUSTOMER
REVIEWS

20. CUSTOMER
REVIEWS
@ P A G E S A U C E
Audie n ce .
copyhackers.com/
write-copy-
amazon-review-mining/

21. @ P A G E S A U C E
EXPERTISE
INTERNAL
W h o a r e t h e
e x p e r t s w i t h i n
t h e b u s i n e s s ?

22. Who are the
experts within
the business?
INSIDER
KNOWLEDGE
E x pe r t s.
@ P A G E S A U C E
C U S T O M E R
S E R V I C E S
C O M M O N I S S U E S

23. Who are the
experts within
the business?
E x pe r t s.
@ P A G E S A U C E
S A L E S
T E A M
B A R R I E R S
INSIDER
KNOWLEDGE

24. Who are the
experts within
the business?
E x pe r t s.
@ P A G E S A U C E
S H O P F L O O R
T E A M S
A U D I E N C E G O A L S
INSIDER
KNOWLEDGE

25. Sit down with the experts
and have set questions to
ask
E x pe r t s.
@ P A G E S A U C E
YOUR
BEST TOOL

26. @ P A G E S A U C E
PROBLEMS
FINDING
W h a t s o l u t i o n s
c a n w e
d e l i v e r ?

27. Find the problems others
are already asking & the
language used
SCRAPE
AMAZON
Problems.
@ P A G E S A U C E

28. Use keyword tools to find
search queries with
question intent
ANSWER
THE PUBLIC
@ P A G E S A U C E
Problems.
answerthepublic.com/

29. Use keyword tools to find
search queries with
question intent
@ P A G E S A U C E
Problems.
moz.com/explorer/
keyword/
ANSWER
THE PUBLIC

30. Use keyword tools to find
search queries with
question intent
@ P A G E S A U C E
Problems.
www.storybase.com
ANSWER
THE PUBLIC

31. Use the PAA feature to
build picture of topic
PEOPLE
ALSO ASK
@ P A G E S A U C E
Problems.
getstat.com/blog/
people-also-ask/

32. @ P A G E S A U C E
BUILDING
B u i l d i n g o u t
y o u r s e e d i d e a s
TOPICS

33. Scraping for variants
of intent & commercial
long-tail terms
GOOGLE
SUGGEST
Seed lists.
@ P A G E S A U C E
www.infinitesuggest.com

34. Use modifiers &
wildcards (*) to find
relevant outcomes
GOOGLE
SUGGEST
Seed lists.
@ P A G E S A U C E
keywordtool.io

35. Dig into commercial
angles to find variants
within your topic
RELATED
SEARCHES
Seed lists.
@ P A G E S A U C E

36. Try out the ad group
suggestions for insight
into Google’s themes
KEYWORD
PLANNER
@ P A G E S A U C E
Seed lists.

37. Keyword tools help us
see what is already seen
as a topic
EXISTING
TOPICS
Seed lists.
@ P A G E S A U C E
ahrefs.com/blog/
keyword-research/

38. Keyword tools help us
see what is already seen
as a topic
EXISTING
TOPICS
Seed lists.
@ P A G E S A U C E
ahrefs.com/blog/
keyword-research/

39. SEMANTIC
VARIANTS
Seed lists.
@ P A G E S A U C E
lsigraph.com/

40. LET’S GET
COOKING
Seed lists.
@ P A G E S A U C E
semrush.com
ahrefs.com
moz.com
sistrix.com

41. GET
COOKING
Seed lists.
@ P A G E S A U C E
LET’S GET
COOKING
termexplorer.com

42. COOK
WITH APIS
Seed lists.
@ P A G E S A U C E
www.ranktank.org
greenlanemarketing.com/
tools/topic-opportunity-
finderx/
www.distilled.net/resources/
how-to-use-semrush-for-
competitive-keyword-research/

43. Seed lists.
@ P A G E S A U C E
100 1000
KEYWORDS
Build an idea of the
market available
for your topic

44. @ P A G E S A U C E
There’s no *right* way
to do research, so
experiment & dig deeper
SAME IN =
SAME OUT
T L D R .

45. @ p a g e s a u c e
THANK
YOU
c h a r l i e @
s c r e a m i n g f r o g . c o . u k