A lot changes in SEO but one thing that hasn’t is the essential need to understand how your customers are searching and the words they’re using. Kelvin's practical SearchLeeds session shares some hands-on ways of taking keyword ideals from your SERP rivals.

1. Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword
insight from your
competitors

2. Kelvin Newman
Founder - BrightonSEO
@kelvinnewman
http://www.slideshare.net/kelvinnewman
Three practical (and
inventive) ways of
pinching keyword
insight from your
competitors
Six Hacky

3. @kelvinnewman
So, who is this guy?
@kelvinnewman

4. Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman

5. @kelvinnewman
Shhhhh, but I don’t live in
Brighton
@kelvinnewman

6. @kelvinnewman
Actually; I live in Worthing

7. @kelvinnewman
Which is famous for one thing…
@kelvinnewman
Birdman Competition where people see how far they
can jump of the pier

8. @kelvinnewman
So what is this presentation
about?
@kelvinnewman

9. @kelvinnewman
Well, this presentation isn’t
about…
@kelvinnewman

10. @kelvinnewman
So, if you use the Google
Keyword Planner you can find
some excellent keywords
“
“

11. @kelvinnewman
No rocket science - just a few
nice practical ways to get
keyword ideas you might not
have considered before

12. Just write for your users is a lazy
suggestion.
@kelvinnewman

13. We can better understand our users needs
if ,
We can better understand how other
websites are writing about a topic
@kelvinnewman

14. @kelvinnewman
To optimise a page now you need
more than add keyphrases.

15. @kelvinnewman
You need to have all the phrases
and words they’d expect

16. Is the search query on the page and
does deserve to rank?
Old Model
@kelvinnewman

17. Does it contain the search query and
phrases used be other pages that rank
for the term and does deserve to rank?
New Model
@kelvinnewman

18. Nearly always better to call them
search queries rather than keywords.
An aside
@kelvinnewman
*Reminds you the searchers is ultimately asking
a question.

19. @kelvinnewman
Some hacky & clunky ways of
seeing those you’d need
include.

20. @kelvinnewman
Take the top ten results for your
query and extract the text using
something like textise.net
Method 1

21. From this
@kelvinnewman

22. To this
@kelvinnewman

23. @kelvinnewman
Bung the copy from all the
pages into a Word Cloud
Tool
I like jasondavies.com/
wordcloud/

25. @kelvinnewman
Treat the most common words
like bingo

26. @kelvinnewman
Take the top 2 results for your
query and your own website.
Extract the text using something
like textise.net
Method 2

27. @kelvinnewman
Create a list of all the single
words used on the page
using something like
writewords.org.uk/
word_count.asp

28. That gives you something like this per site
@kelvinnewman

29. @kelvinnewman
Create a Venn Diagram of the
overlap
I like Venny to do this
http://bioinfogp.cnb.csic.es/tools/venny/
Method 2

30. @kelvinnewman

31. @kelvinnewman
I’m really interested in the
where competitors overlap
but I don’t.

32. @kelvinnewman
Take a key ranking page of a
competitor Textise it as save as
word doc
Method 3

33. @kelvinnewman
Go to translate.google.com and
translate it to French.

34. That gives you something like this

35. Maybe go from French to Spanish

36. Then back again

37. The output will be similar but the subtle differences have value
Original Mashed Up New Version
You can always tell who hasn’t insulated
their loft space because of the pigeons
and seagulls sitting on their roof,
enjoying all the warmth coming up from
the house below.
Heat rises, and those wily birds are
quick to take advantage.
You can always tell who has not isolated
your loft space because of the pigeons
and gulls sitting on your roof, enjoying
all the heat that comes from the house
below.
The heat is increasing, and these
intelligent birds are quick to take
advantage of it.
@kelvinnewman

38. @kelvinnewman
We’re looking for words or
phrases that end up in the
new version that weren’t in
the original.

39. @kelvinnewman
Words like:
Townhouse,
Insulating panels,
Etc…

40. @kelvinnewman
Image search has changed it’s
interface to encourage “revised
queries”.
Method 4

41. You’ll be used to using related searches to generate keyword ideas
@kelvinnewman

42. @kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*Never encourage Neil Patel

43. Image search generates suggestions like this
@kelvinnewman

44. Worth going down a few layers deep
@kelvinnewman

45. It’s also interesting the categorisation implied by the colours
@kelvinnewman

46. Style ContextBrandMaterial Adjective
@kelvinnewman

47. @kelvinnewman
Which brings us to
adjective order which I
don’t think we talk about
enough.

48. @kelvinnewman

49. @kelvinnewman
Good news is they teach it to
English Language Students.

51. @kelvinnewman
This will become more apparent
on voice search

52. Pinterest does something fairly similar as well

53. @kelvinnewman
Wordcloud the text on a Pinterest
search results, the little text that
is there is usually adjective
“rich”.
Method 5

54. You’ll get some great adjectives this way

55. @kelvinnewman
Take their Twitter Feed and
Wordcloud it.
Method 5

56. Simple but surprisingly effective.

57. A general lesson on keyword
research to end on.

58. They saw a game
Hastorf, A. H., & Cantril, H.
(1954)
The Journal of Abnormal and Social Psychology
@kelvinnewman

59. The curse of knowledge is
a cognitive bias that occurs
when an individual,
communicating with other
individuals, unknowingly
assumes that the others have
the background to understand
@kelvinnewman

60. @kelvinnewman
To do better SEO, often you
don’t need to reinvent the
wheel, just do a few things a
little better than you used to

61. @kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Thanks