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Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
This document provides guidance on conducting keyword research. It discusses the importance of keywords for tracking search engine performance and outlines a 4-stage process: 1) Extract keywords from Google Search Console, website content and competitors; 2) Add metrics like source, category, search volume and rank; 3) Expand the keyword list using tools and by researching competitors; 4) Optimize the list by removing irrelevant keywords, sorting by metrics, and filtering out uncompetitive or unrealistic keywords. The key lessons are to focus on relevancy, tag keywords as research is done, avoid bulk importing keywords, and have realistic expectations.
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Introduction to keyword research importance by Paige Hobart at ROAST. Agenda covers definitions and four stages towards effective keyword research.
Keywords are essential for tracking, identifying competitors, and improving search visibility. They help in checking performance and flagging opportunities.
Definition of good keyword research and the importance of relevancy. Emphasis on ensuring keyword lists are relevant to improve ranking chances.
Introduction to keyword extraction as the first stage. Techniques include using Google Search Console, Screaming Frog, and PPC data for collecting keywords.
Details on keyword metrics focusing on tagging for better data management and understanding keyword suitability. Importance of categorizing and evaluating data.
Strategies for pivoting data to visualize keywords in categories, analyzing opportunity areas based on rank and search volume for optimization.
Keyword expansion defined, including rules against bulk importing keywords, and exploring tools and competitor research for effective expansion.
Final stage of keyword optimization emphasizing realistic keyword choices, avoiding vanity keywords, and filtering out poor-performing options.
Closing remarks by Paige Hobart, summarizing the importance of GOOD keyword research for effective SEO.
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Similar to Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
- 1. -How To DoGOOD- -Keyword Research- Paige Hobart Head of SEO @ ROAST @PaigeHobart
- 2. Agenda ● Why shouldyou care about keywords? ● What is GOOD keyword research? ● The 4 stages to success: ○ 1 - Keyword Extraction ○ 2 - Keyword Metrics ○ 3 - Keyword Expansion ○ 4 - Keyword Optimisation ● Recap & key takeaways @PaigeHobart
- 3. -WHY SHOULD YOUCARE ABOUT- -KEYWORDS?-
- 4. Keywords are REALLYimportant! SEARCH = -SEARCHING-
- 5. They help uscheck our homework Whether that’s helping us:- ● Track improvements; ○ Rankings ○ Share of Voice ○ Featured snippets ● Identify Competitors ● Flag areas of improvement ● Flag areas of opportunity
- 6. -WHAT IS ‘GOOD’KEYWORD- -RESEARCH?-
- 7. REAL BAD EXAMPLES Yes,these are real examples... House Plant Brand- - “Aloe vera gel” An agencies ‘experience &- innovation’ webpage- - “Branding” - “Brand design” - “Customer Experience” - “Tone of Voice” - “Experiential” - “Design” - “Commerce” B2B Factory Business- - “Augmented Reality” TV Box Brand- - “Netflix”
- 8. -Rule 1- -Relevancy isEVERYTHING- Your keyword list should ONLY include words and phrases you actually have a chance ranking for! -If in doubt - GOOGLE IT- Follow The Rules
- 9. -So how dowe find all these GOOD keywords?- -1. Keyword Extraction- -2. Keyword Metrics- -3. Keyword Expansion- -4. Keyword Optimisation-
- 10.
- 11. Google Search Console(GSC) The most powerful & important tool in the SEO armoury, -Google Search Console- is the place to start your ‘seed list’. This way you include queries that already have value!
- 12. Search Analytics forSheets If you want to apply filters (like excluding -Brand-), or segment your data by URL/country/device/etc. -Search Analytics for Sheets- is a fab FREE tool for exporting more detail from GSC
- 13. Extracting keywords fromyour website -Screaming Frog- will gather: URLs, Title Tags, Meta Descriptions, H1s, H2s, Anchor text, etc. These are all on-page elements that could/should contain keywords to include in your seed list.
- 14. Extracting keywords fromyour website Extracting the text in the -Navigation- of large sites can be a great way of gathering more relevant keywords. You can also use these as ‘tags’ to group your keyword sets e.g. the “Sewing” category contains “quilting” & “haberdashery”
- 15. Extracting keywords fromPPC Extracting keywords from -PPC Data- is another great source of potentially valuable and relevant terms. -Only take what- -is valuable,- -not everything.- (Keyword Planner within Google Ads)
- 16. -So how dowe find all these GOOD keywords?- -1. Keyword Extraction- - Rule 1 - Relevancy is everything -2. Keyword Metrics- -3. Keyword Expansion- -4. Keyword Optimisation-
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- 18. -Rule 2- -Tag upyour keywords as you go!- Tagging is adding layers of data to your keywords that help you identify keyword suitability. -This process is evolutionary- Adding and adapting this data as you go, will help you! Follow The Rules
- 19. Keyword Tagging =Adding Data
- 20. Keyword Tagging =Adding Data: Source Source GSC Website Crawl GSC Website Crawl GSC GSC GSC GSC GSC GSC Navigation GSC GSC Navigation Website Crawl GSC GSC GSC GSC GSC GSC GSC GSC Website Crawl
- 21. Source Category 1 GSCCheap Website Crawl Car GSC Young Divers Website Crawl Blog GSC Bike GSC Car GSC Bike GSC Multi Car GSC Quote GSC Young Divers Navigation Cheap GSC Young Divers GSC Young Divers Navigation Car Website Crawl Bike GSC Young Divers GSC Young Divers GSC Young Divers GSC Brand GSC Young Divers GSC Multi Car GSC Multi Car GSC Cheap Website Crawl Quote Keyword Tagging = Adding Data: Categories
- 22. Source Category 1Category 2 GSC Car Cheap Website Crawl Car GSC Car Young Divers Website Crawl Blog SORN GSC Bike GSC Car Quote GSC Bike GSC Car Multi Car GSC Car Quote GSC Car Young Divers Navigation Car Cheap GSC Car Young Divers GSC Car Young Divers Navigation Car Website Crawl Bike Bike GSC Car Young Divers GSC Car Young Divers GSC Car Young Divers GSC Brand Brand GSC Car Young Divers GSC Car Multi Car GSC Car Multi Car GSC Car Cheap Website Crawl Car Quote Keyword Tagging = Adding Data: Categories
- 23. Keyword Tagging =Search Volume & Rank Each layer of data tells you something about that keyword
- 24. -Keyword Planner willprobably change your keywords- This is Okay- Use vlookups to transfer your data into keyword planners output list This way you will avoid having duplicate search volumes Just make sure you have manually checked what keyword planner has changed your phrases to. Most of the time its plurals etc. Search Volume
- 25. -Don't use GSC‘position’ unless you really have to- Use a dedicated rank tracking tool for ‘rank’ & ‘ranking url’ data- GSC position can be misleading and widely considered as not particularly accurate at scale for ranking position data. Much better to use a rank tracking tool like Myposeo (who we use) or SERP Robot is a really cheap (FREE up to 25 keywords, then around $5 per 300) Rankings SERPROBOT
- 26. Keyword Tagging =Future State You can even map keywords to ‘proposed’ URLs if your site isn’t live, or is undergoing an IA restructure I FULLY recommend tagging at ‘page level’- This will be really helpful in the months & years to come
- 27. -Right, so we’vegot all this data...-
- 28. Pivoting your data Pivotingout your tags will show you; ● which areas have a lot of keywords in e.g. “Marketing” ● and which categories have only a few e.g. “Small Business”
- 29. Pivoting your data Youshould aim to have the number of keywords in each category roughly equal. Although there are times when this isn’t possible - -relevancy & quality are more important than quantity-
- 30. Pivoting your data Averagerank & search volume can help you identify the categories with the most opportunity e.g. “Background checks” is a good area of opportunity with high search volume, keyword count and good average rank.
- 31. -So how dowe find all these GOOD keywords?- -1. Keyword Extraction- - Rule 1 - Relevancy is everything -2. Keyword Metrics- - Rule 2 - Tag as you go -3. Keyword Expansion- -4. Keyword Optimisation-
- 32.
- 33. -Rule 3- -NEVER bulkimport tool keywords- I promise you WILL save time by manually cherry picking each query and adding it to your list. This WILL take a lot of time, but it takes a lot less time versus the clean up after bulk-pasting keywords into your list. -I’m looking at you Keyword planner…- Follow The Rules
- 34. Tools for keywordexpansion -Now you know the rules…- Work through your categories bit by bit. Expand on those themes - particularly the groups that were a bit light on keywords > You are allowed to bin off a category if it breaks Rule 1! (relevancy is everything!)
- 35. Tools for keywordexpansion -Tools I like to use- FREE ▻ IBM NLU Text Analysis ▻ Answer the Public ▻ People Also Ask queries (Google) ▻ Related Searches (Google) ▻ Concatenation (Excel / Google Sheets) ▻ Competitor Research > -Navigation- ▻ Competitor Research > -Crawl- PAID ▻ Google keyword planner ▻ SEMRush ▻ Ahrefs
- 36. Competitor Research You canuse most tools (apart from GSC) on -any website!- This means you can steal all of your competitors good keywords!
- 37. Expanding your keywordsand data Remember -Rule 2 - Tag as you go!- During the expansion process you may have; - Identified new categories or sub-categories - Combined smaller groups together - Split out large categories into smaller groupings - Deleted whole categories of keywords -All of this is okay!- It’s also okay to have categories that are slightly larger than others; Sometimes there is just more opportunity in one topic than another!
- 38. -So how dowe find all these GOOD keywords?- -1. Keyword Extraction- - Rule 1 - Relevancy is everything -2. Keyword Metrics- - Rule 2 - Tag as you go -3. Keyword Expansion- - Rule 3 - No bulk importing -4. Keyword Optimisation-
- 39.
- 40. -Rule 4- -Be realistic!- You're so vain You probably think these KEYWORDS are about you You're so vain (you're so vain) I bet you think these KEYWORDS are about you Don't you? DON’T YOU? Follow The Rules
- 41. -Rule 4- -Be realistic!- No “Vanity Keywords” Follow The Rules
- 42. Remember these? These allbreak -Rule 1- - Delete them! House Plant Brand- - “Aloe vera gel” An agencies ‘experience &- innovation’ webpage- - “Branding” - “Brand design” - “Customer Experience” - “Tone of Voice” - “Experiential” - “Design” - “Commerce” B2B Factory Business- - “Augmented Reality” TV Box Brand- - “Netflix”
- 43. Finding the BADSTUFF -Sorting, pivoting & filtering your list- ● Highest to lowest Search Volume ● Highest to lowest CPC ● Highest to lowest Impressions* *Will only be available for GSC-sourced keywords ● Google it! Are the websites in the top 5 positions like you? ● Filter by locations - do you exist there? ● Filter by keywords you’re not ranking for ● Filter by keywords you and none of your competitors are ranking for
- 44. -So how dowe find all these GOOD keywords?- -1. Keyword Extraction- - Rule 1 - Relevancy is everything -2. Keyword Metrics- - Rule 2 - Tag as you go -3. Keyword Expansion- - Rule 3 - No bulk importing -4. Keyword Optimisation- - Rule 4 - Be realistic
- 45.