keyword datamining & research - ses london 2014
DESCRIPTION
My talk at SES London 2014 covering processes, ideas and tools for keyword data mining, keyword research as well as keyword categorization for additional revenue opportunities.TRANSCRIPT
London • 10–13 February 2014 • #SESLON @SESConf
Mining your Search Keyword & Social Data for new Revenue Opportunities Bastian Grimm Managing Partner
Grimm Digital @basgr
London | 10–13 February 2014 | #SESLON | @SESConf
bg.vu/sesldn14
London | 10–13 February 2014 | #SESLON | @SESConf
LET’S DO THIS! LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.UBERSUGGEST.ORG
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEMRUSH.COM
London | 10–13 February 2014 | #SESLON | @SESConf
GREAT! THANKS! WHERE DO I GET SOME COFFEE?
London | 10–13 February 2014 | #SESLON | @SESConf
BACK TO THE BEGINNING… IT ALL HAS TO START WAY EARLIER…!
London | 10–13 February 2014 | #SESLON | @SESConf
ALL PRODUCTS / SERVICES
London | 10–13 February 2014 | #SESLON | @SESConf
ALL (SUB-) CATEGORIES
London | 10–13 February 2014 | #SESLON | @SESConf
CREATE BUY CYCLE MODIFIERS
London | 10–13 February 2014 | #SESLON | @SESConf
MORE BUY CYCLE MODIFIERS
It obviously depends on intent:
• review(s), recommendation [pre-shopping]
• buy (online), purchase [shopping]
• data, datasheet [general informational q’s]
• cheap [esp. travel vertical]
• compare, comparison [esp. finance vertical]
London | 10–13 February 2014 | #SESLON | @SESConf
CONSIDER COLORS, MATERIALS…
London | 10–13 February 2014 | #SESLON | @SESConf
TIME TO DIG DEEPER USE YOUR INTERNAL SITE SEARCH DATA!
Credits: http://bit.ly/1lpwe4X
London | 10–13 February 2014 | #SESLON | @SESConf
ANALYTICS SITE SEARCH LOG https://support.google.com/analytics/answer/1012264
London | 10–13 February 2014 | #SESLON | @SESConf
SPLUNK LOGFILE ANALYSIS www.splunk.com/download
London | 10–13 February 2014 | #SESLON | @SESConf
RELEVANSSI FOR WORDPRESS www.relevanssi.com
London | 10–13 February 2014 | #SESLON | @SESConf
MATCH WITH YOUR CONTENT DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?
London | 10–13 February 2014 | #SESLON | @SESConf
FAQ FOR INFORMATIONAL Q’S
30 FAQ Page Layouts: http://bg.vu/1cn6nRu
London | 10–13 February 2014 | #SESLON | @SESConf
FAQ FOR INFORMATIONAL Q’S
London | 10–13 February 2014 | #SESLON | @SESConf
IN SEO: DON’T TARGET IF… …YOU CAN NOT FULLFILL THEIR EXPECTATIONS!
London | 10–13 February 2014 | #SESLON | @SESConf
ANYONE WANTS TO GUESS? CONSIDER SEASONAL PATTERNS!
London | 10–13 February 2014 | #SESLON | @SESConf
OK, ONE MORE? ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!
London | 10–13 February 2014 | #SESLON | @SESConf
IF YOU DON’T… START LOVING IT! WARNING: LOCALIZED DELIMITERS & FUNCTIONS!
London | 10–13 February 2014 | #SESLON | @SESConf
SEOTOOLS FOR EXCEL http://nielsbosma.se/projects/seotools/
London | 10–13 February 2014 | #SESLON | @SESConf
TIME FOR SOME SCALING CREATIVITY COMBINED WITH TECH = WIN!
London | 10–13 February 2014 | #SESLON | @SESConf
SCRAPE Q&A SITES E.G. QUORA CAN ASSIST IN FINDING RELATED TOPICS
Overview of Q&A Sites: http://bg.vu/seslon14qa
London | 10–13 February 2014 | #SESLON | @SESConf
GET IT INTO A SPREADSHEET =importxml(“https://www.quora.com/uggs/”;”//div[@class=‘question_text_icons’]”)
London | 10–13 February 2014 | #SESLON | @SESConf
SUGGEST IS ALSO GREAT… DON’T HIT ENTER TO SEE ‘EM!
Richard Baxter on SlideShare: http://bg.vu/1fTqfOA
London | 10–13 February 2014 | #SESLON | @SESConf
WATCH YOUR COMPETITORS A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!
London | 10–13 February 2014 | #SESLON | @SESConf
ONE-CLICK BROWSER HELPER CHROME LINKCLUMP + FIREFOX MULTI LINKS
London | 10–13 February 2014 | #SESLON | @SESConf
WHAT ABOUT THEIR TITLES? GET “INSPIRATION” FROM COMPETING TITLES AS WELL
London | 10–13 February 2014 | #SESLON | @SESConf
SCREAMING FROG FTW! STRIP OUT BRAND, SPLIT BY SEPERATOR(S), DONE.
http://www.screamingfrog.co.uk/seo-spider/
London | 10–13 February 2014 | #SESLON | @SESConf
SCRAPE CONTENTS W/ EXCEL! FETCH H1S, TITLES & METAS WITH SEO TOOLS
• =htmTitle() [a site’s page title]
• =htmlH1(), [a site’s main headline]
• =htmlH2(), [a site’s secondary headline]
• =htmlMetaKeywords [people are really using these?]
• =htmlMetaDescription [some ideas for you copy?]
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM
London | 10–13 February 2014 | #SESLON | @SESConf
RESEARCH DB (240 MIO.) SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH
London | 10–13 February 2014 | #SESLON | @SESConf
RELATED KEYWORDS GREAT FOR SYNOYMS & NON-PHRASE MATCHES!
London | 10–13 February 2014 | #SESLON | @SESConf
RANKINGS > KWD FINDER UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.
London | 10–13 February 2014 | #SESLON | @SESConf
GO CHECK THEIR API! www.searchmetrics.com/en/api/
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.UBERSUGGEST.ORG
London | 10–13 February 2014 | #SESLON | @SESConf
USE GOOGLE TO SCRAPE… GET IT HERE: bg.vu/gscrape
London | 10–13 February 2014 | #SESLON | @SESConf
IF YOU ARE A BIT OF A GEEK… GOOGLE, BING, YAHOO & AMAZON AT ONCE!
Get the Script: http://bg.vu/16lines
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.GREPWORDS.COM
London | 10–13 February 2014 | #SESLON | @SESConf
ANOTHER RESEARCH DB SV LOCAL + GLOBAL, CPC, ETC.
London | 10–13 February 2014 | #SESLON | @SESConf
PLAIN & SIMPLE API http://www.grepwords.com/api.php
London | 10–13 February 2014 | #SESLON | @SESConf
WWW.ALCHEMYAPI.COM
London | 10–13 February 2014 | #SESLON | @SESConf
GET ENTITIES BY URL http://www.toprankblog.com/2014/01/ses-london-2014/
London | 10–13 February 2014 | #SESLON | @SESConf
MOST RELEVANT KEYWORDS … AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?
London | 10–13 February 2014 | #SESLON | @SESConf
CLASSIFICATION ON SPEED…! SENTIMENT & CATEGORY VIA API, YESSIR!
London | 10–13 February 2014 | #SESLON | @SESConf
YOU MADE IT… NICE! NOW, PUT THIS ALL TOGETHER?
London | 10–13 February 2014 | #SESLON | @SESConf
#1 CLEAN & COMBINE DEDUPLICATE, CLEAN & JOIN DATA
=TRIM(LOWER(A1))
Duplicates in Excel: http://bg.vu/1gmd759 - VLOOKUP in Excel: http://bg.vu/1dC45xQ
London | 10–13 February 2014 | #SESLON | @SESConf
#2 NORMALIZE FOR EXPORT TO GET EXACT MATCH SV YOU NEED TO ADD “[ & ]”
=CONCATENATE("[",TRIM(A8),"]")
London | 10–13 February 2014 | #SESLON | @SESConf
#3 USE KEYWORD PLANNER BUT DON’T USE THE INPUT FIELD…
London | 10–13 February 2014 | #SESLON | @SESConf
WARNING: COMPARISON ONLY! DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!
London | 10–13 February 2014 | #SESLON | @SESConf
#2 CALL DIFF. APIS E.G. SEMRUSH VOLUME PER KEYWORD
=REPLACE(DownloadString("http://uk.api.semrush.com/?act
ion=report&type=phrase_this&export=api&export_columns=
Nq&key=$APIKEY&phrase=$KEYWORD");1;13;"")
London | 10–13 February 2014 | #SESLON | @SESConf
EASIER: SEOGADGET FOR EXCEL http://seogadget.com/tools/seogadget-for-excel/
London | 10–13 February 2014 | #SESLON | @SESConf
Berlin-based Full-Service Performance Marketing Agency
@basgr
bg.vu/sesldn14
SEO Trainings, Seminars & Strategy Consulting
London | 10–13 February 2014 | #SESLON | @SESConf
Some legal stuff… (Image Copyrights): • Slide #01: Twitter Icon - PDSfolder.com (http://bit.ly/1ln8b32)
• Slide #02: © Fotolia.com
• Slide #03: © Africa Studio - Fotolia.com
• Slide #07: © Firma V - Fotolia.com
• Slide #08: Source - mymediawelt.de
• Slide #14: Source - http://bit.ly/1lpwe4X
• Slide #21: © Olivier Le Moal - Fotolia.com
• Slide #24: Excel Icon by Benjigarner (Vincent Garnier)
• Slide #26: © Jan the Manson - Fotolia.com
• Slide #50: Source - http://bit.ly/1eyjKnO