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Lateral Keywords for Writers(When the Google Keyword Planner isn’t enough)

Presented by: Ash NallawallaSEO Strategist, Suncorp Insurance

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About Ash

• SEO consultant, currently at Suncorp Insurance (eight brands)

• Moderator at Webmasterworld forums

• Previously in enterprise SEO roles, notably NAB, ANZ Bank, Ubank, Optus and Yellow Pages

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KEYWORD RESEARCH BASICS

No longer enough

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Everybody’s doing it

• Most of us use the Google Keyword Planner to get a feel for the most searched terms.

• Our competitors do that too.

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Search volume alone isn’t enough

• But we need a starting point.

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Search intent is important

• Intent can be Navigational, Informational, Commercial, Transactional.

• Yes, check out some tools.

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CHECK OUT THE COMPETITION

So who is “winning” in your niche?

(additional slides are in the full pack)

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Ranking spreadsheet

• “Visibility” is important, but what is your way to measure it?

• Which competitor is more visible?

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The content writer’s dilemma

• The spreadsheet shows the “winners”, not the “losers”. We can see who is using the most searched phrases.

• Others are using the same tools.• So what content are they using

that you are not using?• (Note: Ranking involves many other factors

and this is also about Selling!)

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DEEP DIVE – TERM FREQUENCY

Looking for that lightbulb moment?

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Hat Tip to Eric Enge

• See his articles in Moz:– Just Google “Eric Enge TF-IDF” for the URLs.

(click the image below if you have the PPT)

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Term Frequency – Two ways to measure

• Term Frequency – how frequently the term appears in a document (incl. stop words)

Or

If Raw Term Count > 0, TF = 1+log10(Raw Term Count)If Raw Term Count = 0, TF = 0

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TF-IDF example

• Say, a document with 100 words contains the term “cat” 3 times.

• The TF is 3/100 x 0.5 + 0.5 = 0.515• Google has, say, 30 trillion pages and the word “cat”

appears in 1.7 billion pages.• The IDF is log(30,000,000,000,000 /1,700,000,000)

or log(730,2.718281828) = 6.593044535• The TF-IDF (or TF*IDF) weight is the product of:

0.515 x 6.593044535 = 3.395417935

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Getting back to Term Frequency…

• Search for your keyword.• Visit the page/s of the highest

ranking company and the next four top rankers.

• Note their URLs.• Note the URL of your own page.• Do a Term Frequency analysis

and, perhapsInverse Document Frequency analysis (TF-IDF).

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Get n-grams

• Use one of the old “keyword density” tools to get 1-word, 2-word, and 3-word pairs from your site and the five competitors.

• Collate, de-dupe n-grams and place in Eric’s spreadsheet.

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TF – one worksheet per keyword

• Six sets of n-grams on the left and de-duped list in grey zone.

Eric’s spreadsheet

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TF – close-up

• Get a count of each word or phrase used by the top five pages and by yours

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TF – close-up

• Next, do the TF number crunching, i.e.

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TF – close-up

• Use conditional formatting to pick a range of TF values and compare your TF column with the average TF of the competitors.

• You will now see “significant” words to consider.

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The extracted words

• The pages I was analysing did not contain some “obvious” words – this is the beauty of this technique.

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The future?

• Working on a web version

• Takes minutes, not hours.

Sliders

Gems

Beta: http://www.lateralkeywords.com

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Summary

• Keyword research requires more than the Google tool. Do lateral keyword research.

• Do consider Term Frequency at least. Also look into Inverse Document Frequency.

• Download full PPT from:http://www.trainsem.com/pubcon

Ash Nallawalla• Twitter: @ashnallawalla• Email: ash@nallawalla.com• Web: http://ash.nallawalla.com