Expand Your Marketing With Creative Keyword Research
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Expand Your MarketingWith Creative Keyword Research
Martin WeinbergDirector of Marketing, USSEMrush
@martinweinberg #DSDEN16
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@MartinWeinberg #DSDEN16
Getting Creative
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@MartinWeinberg #DSDEN16
Stuck in the same keyword research rut?
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@MartinWeinberg #DSDEN16
Does your data keep going in circles?
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@MartinWeinberg #DSDEN16
Looking for untapped opportunities?
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@MartinWeinberg #DSDEN16
Latent Semantic Analysis??
Natural Language Processing??
RankBrain??
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
Problem
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@MartinWeinberg #DSDEN16
Opportunity
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@MartinWeinberg #DSDEN16
Question
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@MartinWeinberg #DSDEN16
Thought
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@MartinWeinberg #DSDEN16
Problem Opportunity Question Thought
POQT(“pocket”)
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
“Our algorithms explicitly try to find and recommend websites that provide content that’s of high quality, unique, and compelling to users.”
- John Mueller, Google Webmaster Trends Analyst
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@MartinWeinberg #DSDEN16
“Hummingbird is ensuring that the whole query is taken into account.
The goal is that pages matching the meaning do better, rather than pages matching just a few words.”
- Amit Singhal, former Google SVP of Search
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@MartinWeinberg #DSDEN16
Post-Panda/Hummingbird Focus
• Quality
• Content Themes
• Related Ideas
Topic
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
3,300,000,000 total searches per day
How many brand new searches are there per day?
15% of searches have never been seen before
495,000,000 new, unique searchesEvery day.
Source: Jon Wiley, Google Director of Design
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@MartinWeinberg #DSDEN16
Opportunity is out there. You just have know where to look.
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@MartinWeinberg #DSDEN16
New seed ideas
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@MartinWeinberg #DSDEN16
New seed ideas
=
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@MartinWeinberg #DSDEN16
New seed ideas
Volume Viability
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@MartinWeinberg #DSDEN16
Online Communities
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@MartinWeinberg #DSDEN16
Online Communities:
Wikipedia
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• musical instrument• keyboard• classical music• jazz music• popular music
• accompaniment• composing• rehearsal• rehearsal spaces• soundboard
• pedals• keyboard instruments• electric pianos• electronic pianos• digital pianos
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@MartinWeinberg #DSDEN16
Online Communities:
Quora
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@MartinWeinberg #DSDEN16
Online Communities:
Customer Reviews
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• keyboard action• feel of a grand• grand piano keys• feel of the keys• key action
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@MartinWeinberg #DSDEN16
Online Communities:
DiscussionForums
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PianoWorld.comquick links to useful piano resourcesfind piano professionalspiano dealers - piano storespiano tunerspiano teacherspiano moverspiano restorationspiano manufacturersonline piano recitalspiano recitals indexpiano & music accessorieslive piano venuesmusic school listingsbuying a pianobuying an acoustic pianobuying a digital pianopianos for salesell your pianohow old is my piano?piano books piano art, pictures, & posters virtual pianomusic word searchpiano screen saverpiano videosvirtual piano chords
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• piano for the young beginner
• record using a DAW• acoustic pianos• MIDI• moving pianos• Buying a piano for
son (or daughter)• KNOW NOTHING
ABOUT PIANOS
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@MartinWeinberg #DSDEN16
Online Communities:
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@MartinWeinberg #DSDEN16
Online Communities:
Conferences
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• notation tools• MIDI accompaniment• sightreading skills• piano studio• instructional videos• interactive music apps
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@MartinWeinberg #DSDEN16
Voice/Mobile Search
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@MartinWeinberg #DSDEN16
Voice/Mobile:
Trends
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20% of all queries on mobile are voice searches
Sundar Pichai, Google IO 2016
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Mindmeld Q1 2016 User Adoption Survey
2015 was the tipping point
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@MartinWeinberg #DSDEN16
Voice/Mobile:
Strategies
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Northstar Research, 2014 survey
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Mindmeld Q1 2016 User Adoption Survey
Context matters
At home In the car On the go At work
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Google Micro-Moments Guide, 2015
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Mobile auto-complete
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Mobile competitive analysis
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@MartinWeinberg #DSDEN16
• Mobile-friendly or mobile site
• Consistent local data
• Reviews
• Long-tail keyword phrases
Be findable
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@MartinWeinberg #DSDEN16
• Provide answers, data, FAQs
• Conversational tone and phrases
• Can the search engine understand the meaning?
• Semantic data / schema markup
Be understandable
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2016Mobile
2017 and beyondMobileSearch “appliances”Desktop
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+Internet of Things
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@MartinWeinberg #DSDEN16
Your Website
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@MartinWeinberg #DSDEN16
Your Website:
Internal Search
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Econsultancy Site Search Report 2013
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Why? – the good news!
• They were glad to find your site
• They want to know more
• Strong user intent
• Hopeful they’ll find it
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Why? – the (possible) bad news
• Bad UX
• Site feels complicated to use
• Categories and menus not optimal
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Internal Site Search Keyword Research Opportunities
• Look for themes
• Analyze for high-value searches
• Segment: search, direct, referral, paid
• Look at more than 1 month
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@MartinWeinberg #DSDEN16
Your Website:
Inquiry Forms
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@MartinWeinberg #DSDEN16
Your Website:
Specific Pages
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Your pages
or competitor pages
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@MartinWeinberg #DSDEN16
FreeKeyword Research
Tools
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AnswerThePublic.com
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AnswerThePublic.com
Questionshowwhywhenwhatwhowhichwhereare
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AnswerThePublic.com
Questionshowwhywhenwhatwhowhichwhereare
why do pianos have pedalshow do pianos workwhich upright pianos are bestwhere are pianos manufacturedare pianos good investments
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AnswerThePublic.com
Prepositionslikeneartowithwithoutfor
pianos near radiatorspianos with 85 keyspianos for sale near mekeyboards like pianospianos to avoid
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Visuwords.com
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RankTank.org
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RankTank.org
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RankTank.org
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SEOquake.com
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SEOquake.com
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@MartinWeinberg #DSDEN16
Summary
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@MartinWeinberg #DSDEN16
Don’t get stuck in a research rut
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@MartinWeinberg #DSDEN16
Problem Opportunity Question Thought
POQT(“pocket”)
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@MartinWeinberg #DSDEN16
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@MartinWeinberg #DSDEN16
Volume Viability
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@MartinWeinberg #DSDEN16
Brainstorming strategies
l Online Communities
l Voice/Mobile Search
l Your Own Website
l Free Keyword Research Tools
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@MartinWeinberg #DSDEN16
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Expand Your MarketingWith Creative Keyword Research
Martin WeinbergDirector of Marketing, USSEMrush
@martinweinberg #DSDEN16