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#pubcon
http://ash.nallawalla.com
@ashnallawalla
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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Give researched keywords to writers
• A keyword matrix ensures a good spread of keywords across the site and saves the writer from guessing keywords.
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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?
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Start with a ranking check• Use your preferred rank-checking tool to see who is
ranking for each keyword.• We want to check which company’s content is
consistently coming up on Page 1 for a number of similar keywords.
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Count ranking keywords
• First get the count of keywords that rank.
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Derive the mean position
• Get the “average” position for each company.
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Invert the mean position
• “Inverting” means deducting the rank from 10, so that a higher number denotes a higher rank.
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Derive a “score”
• Score (say Allianz) = (C3*C5)+(D3*D5)• Score = (6.1x21)+(4.0x3) = 141
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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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Inverse Document Frequency
• Inverse Document Frequency – a measure of the “rareness” of a term, so we weigh down the stop words and scale up the rare ones.
• Refer to Eric’s second article for more details.
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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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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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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: [email protected]• Web: http://ash.nallawalla.com