competitor keyword research for seo

COMPETITO

R KEYWORD RESE

ARCH

FOR SE

O

B R O U G H T T O Y O U B Y S E M R U S H

P R E S E N T E D BY: N I C K E U B A N K S

#KEYWORDRESEARCH

WELL HELLOAgenda for the Webinar• How to excavate your competitors keywords for

gems• How to evaluate the results to select highly

productive keywords• How to export and sort the results for rapid

assessment of value• How to apply semantic analysis to examine your

site's current content for relevant pages to work on• How to select more than phrases, but questions to

answer and transactional queries for maximum ROI 

• What to do with those keywords for maximum effect

@nick_e

ubank

s

#KEYWORDRESEARCH

POLL

#KEYWORDRESEARCH

A BIT ABOUT ME• Original spam campaign at Morgan

Stanley while sophomore in college.• Entered real estate, closed $15.8M deal

at 23.• Startup software company (AlignAlytics)• Started CMS tools company, grew to $1M

in 18 months.• Raised $1M (Factor Media), built

Toshobako.jp and sold it.

Partner at: Traffic Safety Store (and subsidiaries) I’m From The Future Factor Media Sports Pick Predictions YourListen Support Insights

@nick_e

ubank

s

#KEYWORDRESEARCH

AROUND THE WEB

NickEubanks.com@nic

k_eub

anks

#KEYWORDRESEARCH

EXCAVA

TING COMPETIT

OR

KEYWORDS

@nick_e

ubank

s

#KEYWORDRESEARCH

START WITH THE OVERVIEW

#KEYWORDRESEARCH

NOW TO ANALYZE COMPETITORS

#KEYWORDRESEARCH

SCAN AND SELECT 3 COMPETITOR WEBSITESWhat to Pay Attention To:• High count of

common keywords• High count of SE

keywords• High overall SE

traffic

@nick_e

ubank

s

#KEYWORDRESEARCH

EXPORT TO EXCEL, RENAME SHEET

#KEYWORDRESEARCH

DIVE INTO INDIVIDUAL SE KEYWORDS

• Export to Excel• Create and Name

New Sheets• Create New

“Competitor” Column

• Tag all Rows• Can combine into

one sheet – whatever your preference

@nick_e

ubank

s

#KEYWORDRESEARCH

TAGGING FOR INTENTCommercialInvestigation Transactio

nal - Best - Plans - Price - Pricing - Reviews - Speed - Security - Versus or vs

- Buy - Coupon - Discount - Purchase - Plans - Promo - Sale - Upgrade

SEARCH INTENT

#KEYWORDRESEARCH

EVALUATE

RESULTS > SELE

CT

KEYWORDS

#KEYWORDRESEARCH

SORT BY VOLUME, CREATE NEW “BEST” COLUMN

#KEYWORDRESEARCH

PARSE DOWN LIST AND SELECT BEST TARGETS

#KEYWORDRESEARCH

ANALYZE YOUR RANKINGS VS YOUR COMPETITORS• Where are you close?• Where is there

opportunity for high conversion keywords

• Where are you far away? Why?

Next Steps• Find Outdated Content

http://www.greenlaneseo.com/outdated-content-finder/

• Conduct a Content Gap Analysishttp://strategiccontent.com/map-the-gap/

#KEYWORDRESEARCH

CONTENT OPPORTUNITIES IDENTIFIED.. NOW..

#KEYWORDRESEARCH

USE TOPIC MODELING

#KEYWORDRESEARCH

START WITH SEMANTIC ENTITIES

MOVE ON TO SEMANTIC KEYWORDS – TAKE NOTES…

#KEYWORDRESEARCH

QUESTIONS T

O ANSWER TR

ANSACTIONAL

QUERIES

@nick_e

ubank

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#KEYWORDRESEARCH

ONE QUESTION TO GUIDE THEM

#KEYWORDRESEARCH

RANKING OPPORTUNITIESOrganic - low page competition - high link volume low domain competition - high domain competition + low page competition (opportunity to rank

domain)Paid - CPC under $1

#KEYWORDRESEARCH

ONE LUCKY WINNER

Random Drawing from among SEMrush Webinar Attendees…

PRIZE: ONE FREE COURSE: Master Keyword Research in 7 Days

#KEYWORDRESEARCH

OFFERSSpecial Offer for SEMrush Webinar Attendees

50% OFF Master Keyword Research in 7 DaysUSE PROMO CODE SEMRUSH50

FREE TRIAL! SEMrush 30-Day Guru Plan Use for your Keyword Research as shown

http://bit.ly/SEMrushFREE30-Eubanks

#KEYWORDRESEARCH

POLL

#KEYWORDRESEARCH

Q&AFollow Nick on twitter for daily updates and bad jokes:

@nick_eubanks

Check out Nick’s blog for details on his processes and tests: SEONick.net

Contact your host:Michael.Stricker@SEMrush.com - @RadioMS

#KEYWORDRESEARCH