Expand Your MarketingWith Creative Keyword Research
Martin WeinbergDirector of Marketing, USSEMrush
@martinweinberg #DSDEN16
@MartinWeinberg #DSDEN16
Getting Creative
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Stuck in the same keyword research rut?
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Does your data keep going in circles?
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Looking for untapped opportunities?
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Latent Semantic Analysis??
Natural Language Processing??
RankBrain??
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Problem
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Opportunity
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Question
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Thought
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Problem Opportunity Question Thought
POQT(“pocket”)
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@MartinWeinberg #DSDEN16
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“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
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“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
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Post-Panda/Hummingbird Focus
• Quality
• Content Themes
• Related Ideas
Topic
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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
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Opportunity is out there. You just have know where to look.
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New seed ideas
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New seed ideas
=
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New seed ideas
Volume Viability
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Online Communities
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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
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Online Communities:
Quora
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Online Communities:
Customer Reviews
• keyboard action• feel of a grand• grand piano keys• feel of the keys• key action
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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
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Online Communities:
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Online Communities:
Conferences
• notation tools• MIDI accompaniment• sightreading skills• piano studio• instructional videos• interactive music apps
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Voice/Mobile Search
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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
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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
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• Mobile-friendly or mobile site
• Consistent local data
• Reviews
• Long-tail keyword phrases
Be findable
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• 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
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Your Website
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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
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Your Website:
Inquiry Forms
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Your Website:
Specific Pages
Your pages
or competitor pages
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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
RankTank.org
RankTank.org
SEOquake.com
SEOquake.com
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Summary
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Don’t get stuck in a research rut
@MartinWeinberg #DSDEN16
Problem Opportunity Question Thought
POQT(“pocket”)
@MartinWeinberg #DSDEN16
@MartinWeinberg #DSDEN16
Volume Viability
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Brainstorming strategies
l Online Communities
l Voice/Mobile Search
l Your Own Website
l Free Keyword Research Tools
@MartinWeinberg #DSDEN16
Expand Your MarketingWith Creative Keyword Research
Martin WeinbergDirector of Marketing, USSEMrush
@martinweinberg #DSDEN16