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.
1. Mining your Search Keyword & Social
Data for new Revenue Opportunities
Bastian Grimm
Managing Partner
Grimm Digital
@basgr
London • 10–13 February 2014 • #SESLON @SESConf
2. London | 10–13 February 2014 | #SESLON | @SESConf
bg.vu/sesldn14
3. London | 10–13 February 2014 | #SESLON | @SESConf
LET’S DO THIS!
LET ME TELL YOU HOW MUCH I LOVE THESE GUYS…
4. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM
5. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.UBERSUGGEST.ORG
6. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEMRUSH.COM
7. London | 10–13 February 2014 | #SESLON | @SESConf
GREAT! THANKS!
WHERE DO I GET SOME COFFEE?
8. London | 10–13 February 2014 | #SESLON | @SESConf
BACK TO THE BEGINNING…
IT ALL HAS TO START WAY EARLIER…!
9. London | 10–13 February 2014 | #SESLON | @SESConf
ALL PRODUCTS / SERVICES
10. London | 10–13 February 2014 | #SESLON | @SESConf
ALL (SUB-) CATEGORIES
11. London | 10–13 February 2014 | #SESLON | @SESConf
CREATE BUY CYCLE MODIFIERS
12. London | 10–13 February 2014 | #SESLON | @SESConf
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]
MORE BUY CYCLE MODIFIERS
13. London | 10–13 February 2014 | #SESLON | @SESConf
CONSIDER COLORS, MATERIALS…
14. London | 10–13 February 2014 | #SESLON | @SESConf
TIME TO DIG DEEPER
USE YOUR INTERNAL SITE SEARCH DATA!
Credits: http://bit.ly/1lpwe4X
15. London | 10–13 February 2014 | #SESLON | @SESConf
ANALYTICS SITE SEARCH LOG
https://support.google.com/analytics/answer/1012264
16. London | 10–13 February 2014 | #SESLON | @SESConf
SPLUNK LOGFILE ANALYSIS
www.splunk.com/download
17. London | 10–13 February 2014 | #SESLON | @SESConf
RELEVANSSI FOR WORDPRESS
www.relevanssi.com
18. London | 10–13 February 2014 | #SESLON | @SESConf
MATCH WITH YOUR CONTENT
DO YOU REALLY HAVE CONTENT FOR EACH KEYWORD?
19. London | 10–13 February 2014 | #SESLON | @SESConf
FAQ FOR INFORMATIONAL Q’S
30 FAQ Page Layouts: http://bg.vu/1cn6nRu
20. London | 10–13 February 2014 | #SESLON | @SESConf
FAQ FOR INFORMATIONAL Q’S
21. London | 10–13 February 2014 | #SESLON | @SESConf
IN SEO: DON’T TARGET IF…
…YOU CAN NOT FULLFILL THEIR EXPECTATIONS!
22. London | 10–13 February 2014 | #SESLON | @SESConf
ANYONE WANTS TO GUESS?
CONSIDER SEASONAL PATTERNS!
23. London | 10–13 February 2014 | #SESLON | @SESConf
OK, ONE MORE?
ALSO CARE ABOUT UPCOMING (LAUNCH) EVENTS!
24. London | 10–13 February 2014 | #SESLON | @SESConf
IF YOU DON’T… START LOVING IT!
WARNING: LOCALIZED DELIMITERS & FUNCTIONS!
25. London | 10–13 February 2014 | #SESLON | @SESConf
SEOTOOLS FOR EXCEL
http://nielsbosma.se/projects/seotools/
26. London | 10–13 February 2014 | #SESLON | @SESConf
TIME FOR SOME SCALING
CREATIVITY COMBINED WITH TECH = WIN!
27. 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
28. London | 10–13 February 2014 | #SESLON | @SESConf
GET IT INTO A SPREADSHEET
=importxml(“https://www.quora.com/uggs/”;”//div[@class=‘question_text_icons’]”)
29. 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
30. London | 10–13 February 2014 | #SESLON | @SESConf
WATCH YOUR COMPETITORS
A (MAIN) NAVIGATION CAN PROVIDE A LOT OF INFO…!
31. London | 10–13 February 2014 | #SESLON | @SESConf
ONE-CLICK BROWSER HELPER
CHROME LINKCLUMP + FIREFOX MULTI LINKS
32. London | 10–13 February 2014 | #SESLON | @SESConf
WHAT ABOUT THEIR TITLES?
GET “INSPIRATION” FROM COMPETING TITLES AS WELL
33. 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/
34. London | 10–13 February 2014 | #SESLON | @SESConf
•
•
•
•
•
=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?]
SCRAPE CONTENTS W/ EXCEL!
FETCH H1S, TITLES & METAS WITH SEO TOOLS
35. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.SEARCHMETRICS.COM
36. London | 10–13 February 2014 | #SESLON | @SESConf
RESEARCH DB (240 MIO.)
SV, CPC, AD-BUDGET, UNIVERSAL + KNOWLEDGE GRAPH
37. London | 10–13 February 2014 | #SESLON | @SESConf
RELATED KEYWORDS
GREAT FOR SYNOYMS & NON-PHRASE MATCHES!
38. London | 10–13 February 2014 | #SESLON | @SESConf
RANKINGS > KWD FINDER
UNUSED KEYS BASED ON TRAFFIC KEYS, RANKINGS + DB.
39. London | 10–13 February 2014 | #SESLON | @SESConf
GO CHECK THEIR API!
www.searchmetrics.com/en/api/
40. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.UBERSUGGEST.ORG
41. London | 10–13 February 2014 | #SESLON | @SESConf
USE GOOGLE TO SCRAPE…
GET IT HERE: bg.vu/gscrape
42. 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
43. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.GREPWORDS.COM
44. London | 10–13 February 2014 | #SESLON | @SESConf
ANOTHER RESEARCH DB
SV LOCAL + GLOBAL, CPC, ETC.
45. London | 10–13 February 2014 | #SESLON | @SESConf
PLAIN & SIMPLE API
http://www.grepwords.com/api.php
46. London | 10–13 February 2014 | #SESLON | @SESConf
WWW.ALCHEMYAPI.COM
47. London | 10–13 February 2014 | #SESLON | @SESConf
GET ENTITIES BY URL
http://www.toprankblog.com/2014/01/ses-london-2014/
48. London | 10–13 February 2014 | #SESLON | @SESConf
MOST RELEVANT KEYWORDS
… AND WHAT SENTIMENT IN CONTEXT OF THIS ARTICLE?
49. London | 10–13 February 2014 | #SESLON | @SESConf
CLASSIFICATION ON SPEED…!
SENTIMENT & CATEGORY VIA API, YESSIR!
50. London | 10–13 February 2014 | #SESLON | @SESConf
YOU MADE IT… NICE!
NOW, PUT THIS ALL TOGETHER?
51. London | 10–13 February 2014 | #SESLON | @SESConf
=TRIM(LOWER(A1))
#1 CLEAN & COMBINE
DEDUPLICATE, CLEAN & JOIN DATA
Duplicates in Excel: http://bg.vu/1gmd759 - VLOOKUP in Excel: http://bg.vu/1dC45xQ
52. London | 10–13 February 2014 | #SESLON | @SESConf
=CONCATENATE("[",TRIM(A8),"]")
#2 NORMALIZE FOR EXPORT
TO GET EXACT MATCH SV YOU NEED TO ADD “[ & ]”
53. London | 10–13 February 2014 | #SESLON | @SESConf
#3 USE KEYWORD PLANNER
BUT DON’T USE THE INPUT FIELD…
54. London | 10–13 February 2014 | #SESLON | @SESConf
WARNING: COMPARISON ONLY!
DON’T THINK FOR A MINUTE THOSE ARE ACCURATE!
55. London | 10–13 February 2014 | #SESLON | @SESConf
=REPLACE(DownloadString("http://uk.api.semrush.com/?act
ion=report&type=phrase_this&export=api&export_columns=
Nq&key=$APIKEY&phrase=$KEYWORD");1;13;"")
#2 CALL DIFF. APIS
E.G. SEMRUSH VOLUME PER KEYWORD
56. London | 10–13 February 2014 | #SESLON | @SESConf
EASIER: SEOGADGET FOR EXCEL
http://seogadget.com/tools/seogadget-for-excel/
57. London | 10–13 February 2014 | #SESLON | @SESConf
@basgr
Berlin-based Full-Service Performance Marketing Agency
SEO Trainings, Seminars & Strategy Consulting
bg.vu/sesldn14