expand your marketing with creative keyword research

Expand Your MarketingWith Creative Keyword Research

Martin WeinbergDirector of Marketing, USSEMrush

@martinweinberg #DSDEN16

@MartinWeinberg #DSDEN16

Getting Creative


Stuck in the same keyword research rut?


Does your data keep going in circles?


Looking for untapped opportunities?


Latent Semantic Analysis??

Natural Language Processing??

RankBrain??


Problem


Opportunity


Question


Thought


Problem Opportunity Question Thought

POQT(“pocket”)


“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


“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


Post-Panda/Hummingbird Focus

• Quality

• Content Themes

• Related Ideas

Topic


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


Opportunity is out there. You just have know where to look.


New seed ideas


New seed ideas

=


New seed ideas

Volume Viability


Online Communities


Online Communities:

Wikipedia

• musical instrument• keyboard• classical music• jazz music• popular music

• accompaniment• composing• rehearsal• rehearsal spaces• soundboard

• pedals• keyboard instruments• electric pianos• electronic pianos• digital pianos


Online Communities:

Quora


Online Communities:

Customer Reviews

• keyboard action• feel of a grand• grand piano keys• feel of the keys• key action


Online Communities:

DiscussionForums

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

• 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


Online Communities:

Twitter


Online Communities:

Conferences

• notation tools• MIDI accompaniment• sightreading skills• piano studio• instructional videos• interactive music apps


Voice/Mobile Search


Voice/Mobile:

Trends

20% of all queries on mobile are voice searches

Sundar Pichai, Google IO 2016

Mindmeld Q1 2016 User Adoption Survey

2015 was the tipping point


Voice/Mobile:

Strategies

Northstar Research, 2014 survey

Mindmeld Q1 2016 User Adoption Survey

Context matters

At home In the car On the go At work

Google Micro-Moments Guide, 2015

Mobile auto-complete

Mobile competitive analysis


• Mobile-friendly or mobile site

• Consistent local data

• Reviews

• Long-tail keyword phrases

Be findable


• Provide answers, data, FAQs

• Conversational tone and phrases

• Can the search engine understand the meaning?

• Semantic data / schema markup

Be understandable

2016Mobile

2017 and beyondMobileSearch “appliances”Desktop

+Internet of Things


Your Website


Your Website:

Internal Search

Econsultancy Site Search Report 2013

Why? – the good news!

• They were glad to find your site

• They want to know more

• Strong user intent

• Hopeful they’ll find it

Why? – the (possible) bad news

• Bad UX

• Site feels complicated to use

• Categories and menus not optimal

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


Your Website:

Inquiry Forms


Your Website:

Specific Pages

Your pages

or competitor pages


FreeKeyword Research

Tools

AnswerThePublic.com

AnswerThePublic.com

Questionshowwhywhenwhatwhowhichwhereare

AnswerThePublic.com

Questionshowwhywhenwhatwhowhichwhereare

why do pianos have pedalshow do pianos workwhich upright pianos are bestwhere are pianos manufacturedare pianos good investments

AnswerThePublic.com

Prepositionslikeneartowithwithoutfor

pianos near radiatorspianos with 85 keyspianos for sale near mekeyboards like pianospianos to avoid

Visuwords.com

RankTank.org

SEOquake.com


Summary


Don’t get stuck in a research rut


Problem Opportunity Question Thought

POQT(“pocket”)


Volume Viability


Brainstorming strategies

l Online Communities

l Voice/Mobile Search

l Your Own Website

l Free Keyword Research Tools

Expand Your MarketingWith Creative Keyword Research

Martin WeinbergDirector of Marketing, USSEMrush

@martinweinberg #DSDEN16