Shopping for keywords - topic research for ecommerce (for The SEO Social, May 2017)

SHOPPING FOR KEYWORDS

C h a r l i e W i l l i a m s2 4 t h M a y 2 0 1 7

@ P A G E S A U C E

LIKE

Ques t i on .

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 ?

@ P A G E S A U C E

How do we expand categor ies in to

themat ic topics?

ECOMMERCE CONCEPTS?

Oppor t un i t y.

Standard keyword research gives you

s tandard targets

FIGHTING BIG NAMES

Oppor t un i t y.

@ P A G E S A U C E

FINDING EXEMPLARS

Oppor t un i t y.

@ P A G E S A U C E

moz.com/blog/tact ical -keyword-research- in -a-

rankbrain-wor ld/

INTENT > VOLUME

Oppor t un i t y.

@ P A G E S A U C E

& mass re levancy is our tool for ranking

for more terms

@ P A G E S A U C E

SEARCHTHE WHOLE

FUNNELB 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

TRADITIONAL FUNNEL

I n t e n t .

@ P A G E S A U C E

customer journeymarketer.com/new-digi tal -

market ing- funnel -s tages/

SEARCH QUERY TYPES

@ P A G E S A U C E

I n t en t .

getstat.com/blog/search-intent -conversion-

opt imizat ion/

Google’s Micro Moments ident i f ies 4 types of modern search in ten t

MODERN SEARCHES

I n t e n t .

@ P A G E S A U C E

What does search query indicate they want, & how do we match i t?

MAPPING INTENT

I n t e n t .

@ 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

What does search query indicate they want, & how do we match i t?

MAPPING INTENT

I n t e n t .

@ 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

@ P A G E S A U C E

RESEARCHAUDIENCE

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

What can we learn about our audience, & what

they’ l l search for?

THEIR MOTIVATION

Aud i en 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 ?

LET’S ASK THEM

@ P A G E S A U C E

Aud i en ce .

www.google.com/analyt ics/sur veys/

Can we crowdsource new ways the publ ic might descr ibe us?

@ P A G E S A U C E

Aud i en ce .

dejanseo.com.au/newtai l/

LET’S ASK THEM

@ P A G E S A U C E

LET’S ASK THEM

Aud i en ce .

Can we crowdsource how the publ ic might

search for us?seedkeywords.com/

Find user -generated-content on your topic’s

common concerns

AUDIENCE FORUMS

@ P A G E S A U C E

Aud i en ce .

@ P A G E S A U C E

Aud i en ce .

copyhackers.com/wri te -copy -

amazon-review-mining/

CUSTOMER REVIEWS

CUSTOMER REVIEWS

@ P A G E S A U C E

Aud i en ce .

copyhackers.com/wri te -copy -

amazon-review-mining/

@ P A G E S A U C E

EXPERTISEINTERNAL

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 ?

Who are the exper ts wi th in the bus iness?

INSIDER KNOWLEDGE

Expe 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


Expe 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


Expe 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

Si t down wi th the exper ts and have se t ques t ions to

ask

Expe r t s .

@ P A G E S A U C E

YOUR BEST TOOL

@ P A G E S A U C E

PROBLEMSFINDING

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 ?

Find the problems others are a l ready ask ing & the

language used

SCRAPE AMAZON

P rob l ems .

@ P A G E S A U C E

Use keyword tools to f ind search quer ies wi th

ques t ion in ten t

ANSWER THE PUBLIC

@ P A G E S A U C E

P rob l ems .

answer thepubl ic.com/


ques t ion in ten t

@ P A G E S A U C E

P rob l ems .

moz.com/explorer/keyword/

ANSWER THE PUBLIC


ques t ion in ten t

@ P A G E S A U C E

P rob l ems .

www.storybase.com

ANSWER THE PUBLIC

Use the PAA feature to bui ld pic ture of topic

PEOPLE ALSO ASK

@ P A G E S A U C E

P rob l ems .

getstat.com/blog/people-also-ask/

@ 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

Scraping for var iants of in ten t & commercia l

long- ta i l te rms

GOOGLE SUGGEST

Seed l i s t s .

@ P A G E S A U C E

www.inf ini tesuggest.com

Use modi f iers & wi ldcards (*) to f ind

re levant ou tcomes

GOOGLE SUGGEST

Seed l i s t s .

@ P A G E S A U C E

keywordtool. io

Dig in to commercia l angles to f ind var iants

wi th in your topic

RELATED SEARCHES

Seed l i s t s .

@ P A G E S A U C E

Try out the ad group sugges t ions for ins ight in to Google’s themes

KEYWORD PLANNER

@ P A G E S A U C E

Seed l i s t s .

Keyword tools he lp us see what i s a l ready seen

as a topic

EXISTING TOPICS

Seed l i s t s .

@ P A G E S A U C E

ahrefs.com/blog/keyword-research/

SEMANTIC VARIANTS

Seed l i s t s .

@ P A G E S A U C E

ls igraph.com/

LET’S GET COOKING

Seed l i s t s .

@ P A G E S A U C E

semrush.comahrefs.commoz.com

sistr ix.com

GET COOKING

Seed l i s t s .

@ P A G E S A U C E

LET’S GET COOKING

termexplorer.com

COOK WITH APIS

Seed l i s t s .

@ P A G E S A U C E

www.ranktank.orggreenlanemarket ing.com/tools/topic -oppor tuni ty -

f inderx/

www.dist i l led.net/resources/how-to-use-semrush- for-

competi t ive-keyword-research/

Seed l i s t s .

@ P A G E S A U C E

100 1000 KEYWORDS

Bui ld an idea of the market avai lable

for your topic

@ P A G E S A U C E

There’s no *r ight* way to do research, so

exper iment & dig deeper

SAME IN = SAME OUT

T LDR .

@ 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

Shopping for keywords - topic research for ecommerce (for The SEO Social, May 2017)

Marketing

Transcript of Shopping for keywords - topic research for ecommerce (for The SEO Social, May 2017)