Keyword Research Webinar: Research, Analysis, and Evaluation with Nick Eubanks

Keyword Research Webinar with a Twist

We were amped to get in contact with Nick Eubanks recently after reading a few of his epic posts on the technical way he approaches SEO.  Posts like this and this made it a no-brainer to reach out to him and see if he was willing to share some of his knowledge with the serpIQ audience and the SEO community at large.

His approach to SEO is quite different from a lot of other SEOs in the community and it jives with our approach here at serpIQ: data and analysis beats hunches and “SEO gossip” every single time.

In this webinar, Nick is going to delve deep into his unique approach to keyword research: how to find, analyze, and compile keywords into a coherent SEO and content strategy.  We hope you’ll join us!

About Nick

Nick EubanksNick Eubanks is an experienced start up investor and technical founder. He currently manages digital strategy for W.L. Snook & Associates, a digital asset holdings company with a focus on ecommerce. For more information follow him on twitter and be sure to check out his SEO Blog.  A few of our favorite posts of his are his keyword research post and his post on growing a site from nothing to 100,000 visitors per month in only nine months.

Webinar

Transcript

Kevin
Espiritu: We haven’t had one of these in a while. I’m very excited for our guest
today. It’s Nick Eubanks. Actually, I first heard about him, Nick, I think you wrote a post. It was called “Driving 100,000 Visitors in Six Months From Zero”, right?

Nick
Eubanks: Yes, pretty close.

Kevin: Something like that?

Kevin: Yes, that’s how I heard about Nick. Then I mentioned it to Darrin, our founder,
and we kind of reached out and started talking. We’re going to be talking about keyword research for SEO and this webinar is going to be a little bit different.

Usually we have question and answer at the end but Nick’s going to be kind of going through just a new way to think about keyword research. So it’s kind of going to more of a conversation. Shoot your questions in, whenever you have them.

I’ll shoot them over to Nick and we can just kind of start talking, start brainstorming a little bit, and have a little of a more active webinar.

With that, I’m going to go ahead and pass it over to Nick and we’ll get started.

Nick Sweet. Thank you Kevin. Thank you everybody for joining. This is going to be
an interesting kind of experiment, I hope.

I’ve been on a bunch of webinars in the past and while they’re extremely helpful they tend to get sort of bland and mundane. It probably has a lot to do with my ADD. After 30 or 40 minutes it’s hard to focus and stay engaged in the content when there’s sort of just somebody speaking without any participation from the audience.

As Kevin said, feel free to ask questions as we go through. We’ll do our best to hop on each and every one of them. This should be interesting.

So what I want to do right before we get started is just kind of preface this a little bit by saying, this is not going to be a process. If you came here and you wanted an “A to Z”, start to finish process. “Tell me how to do keyword research. What’s the first thing I do? What’s step two, three, four?”

This is not going to be a cookie cutter approach to keyword research. It’s more about changing the way that you think about defining keywords that are going to help drive business results for your website.

What I mean by that is, the reason that I focus specifically on keyword research and not so much on keyword strategy, which you actually got a lot of demand for, is that there is really no prescribed keyword strategy that is sort of, ‘one size fits all’.

They’re very industry specific even within industries, they’re vertical specific. what I tried to do here was abstract this to provide an approach that’s dead simple, that at least will get you thinking about how to come at keyword strategy both creatively and proactively.

With that said, let’s dive in.

The thing that I think that is worth making as a blanket statement before we really get started here is, that with keyword research don’t make assumptions. You have to do the research.

It doesn’t matter if it’s a head term, if you’re sure because there’s 100 thousand competing pages in Google and Yahoo, that this is absolutely the term you need to go for.

You always need to spot check any of your hypotheses for considerations. There’s been a lot of money put in the wrong places going after the wrong keywords.

To paint that picture, I drew on one of my own examples. This was one where we had taken some direction from one of the site owners on a keyword that he felt was very important. It was a two word keyword. It’s up there at the top.

This is a 30 day period. We spent a bunch of money building content and driving paid search clicks for this keyword and as you can see here it resulted in approximately $0.00 in revenue and no transactions.

Whereas with a little bit of conversion research and focusing more on the intent behind the language that the users are using when they’re querying for results, you can see below that we’ve got individual keywords that are able to create an average per visit value in the thousands of dollars. Again, don’t make assumptions. Do the research first.

This is something that I think is probably going to be very familiar to anybody who’s watching who is in an agency environment. Everybody has that one, hopefully not too many, but that horror story about the client that comes to them and tells them what they want to rank for.

My favorite question to ask a client in that scenario is, why? “Well we want to rank for that term because that’s the term we want. That’s what everybody is going to be searching for.” It almost always comes down to ego.

Vanity terms tend to not be high in terms of conversion intent. They tend to be more often than not be navigational or sometimes commercial investigation. They tend to lack the transactional intent that you really want, that you’re optimizing for, especially local terms in this case.

Kevin: Nick let me hop in right there real quick. I saw that slide when I was reviewing
the deck and I had to laugh because I have a client. I do a fair bit of local SEO. I had a client exactly like that. It was a law guy and he wanted some localized law terms.

I did the research. I mean there was traffic but there wasn’t much. There was a much better keyword, a thousand searches a month, non-localized that he could’ve ranked for much easier.

I just couldn’t convince him. I just could not convince him so I just did it for both just to make him happy.

Nick: It’s amazing what you’ll do to keep the clients happy. This was one of my favorite
examples that I pulled up just doing a little perusing with because the vanity term has literally just a pittance of traffic, almost nothing in comparison to terms that are more transactional in nature and intent.

Kevin: Nick we’re also getting a comment that your voice is breaking slightly, as far as
audio quality.

Nick Is that any better? I can sit closer to my microphone. I unfortunately am not
around an ideal microphone scenario at the moment.

Kevin: It could be their connection. It’s OK for me but we just had a couple comments.

Nick: I’ll try to get as close as I can to the microphone without swallowing it.

Kevin: OK.

Nick: The point about this whole sort of intro rant from me was just let the data decide.
Don’t make assumptions. Further to your point, Kevin, just run the numbers. Always start with the numbers. Especially before you’re going to make any recommendations to spend any money.

Now that that’s out of the way, we can get on to the more fun parts. Again, before you even start the research, and this is something that a lot of people I feel like overlook. More and more conversations these days start with people who just grab a handful of keywords and they run to Google. It’s the first thing they crack open.

I found that, that tends to be more restrictive in the research process. What me and my team have done and have really made a conscious habit to do is to do a whiteboard session to block out two hours of time, two or three times over the course of a couple weeks and go over these three top level components for brainstorming words.

Almost all of those words that drive the initial bits of research that you’ll be doing come back to these three buckets and that are problems, compliments, and products.

People will tend to search based on their pain points. Often what companies tout when they’re selling products or services are the benefits of those products. Not only is it good marketing, but this also tends to be psychologically how people search for things.

If you’re searching for, like you said, local legal services, Kevin. You might be one of the more savvy searchers and you might be looking personal injury attorney in some zip code or personal injury attorney in a state or a city, but more chances than not the search volume I’ve seen, especially in the personal injury space has been on the problem.

It’s, broke my leg, need a lawyer. Am I entitled to workmen’s compensation? It’s what is the problem that your product or service is actually going to solve. What are the adjectives that describe…

Kevin: They might not necessarily know what type of lawyer they even need. The
definitely know the problem that they have, though.

Nick: Yes. That is that they need restitution. So they’re going to go and they’re going to
use plain common language. It’s just thinking like a human about the problems and the language you would use to describe it to a family member is one way that I’ve talked about this in the past.

This was kind of a funny example. There’s this company called “Doodie Calls” that is in the pet waste removal industry. That’s not the problem. There’s going to be search volume around the term pet waste removal, but that’s not actually how you’re going to talk about this to Aunt Betty.

It’s not going to be, “Hey, Aunt Betty, I really need a pet waste removal practitioner or consultant.” You’re probably going to use something more like, you’re looking for a pooper scooper.

As funny as that sounds, that’s where all the search volume is. Best of all, if you look at the CPC, it’s actually the cheapest term on the page. Looking a little bit further, it seems like it’s probably a pretty high conversion intent term since they seem to be focusing their services mainly on that term.

Also, if you guys happen to look for pooper scoopers you’re going to get Doodie Calls as the number one result. The website, they did a very good job optimizing this and pet waste management, pet waste removal takes a backseat to the conversion intent based keyword.

After you’ve done your brainstorming there’s a lot of people are big fans of using Ubersuggest. I’m a bit of an addict when it comes to ‘Ubersuggest’. I’ve been able to glean so much good data and so much value from this tool. Funny enough, more people than not that I talk to, they will run a couple head terms through it.

They’ll look at the results and they won’t actually use the functionality within Ubersuggest. Which is using the green plus signs, as an example, and selecting them and it’ll actually build the list for you in the right side bar for the top of the site.

Then, there’s a Get function that’ll create a very nice and clean plain text list that you can immediately copy and paste right into either Excel, a Google spreadsheet, or Google keyword tool. The point that I think is worth making here is that if you’re going to use Ubersuggest use it for what it’s good for.

There’s an idea that focusing mainly on head term variations, intent variations, and then drilling down further into long tail research allows you to really pull out where there is permutations and frequency. Plumbing how to is a good example of this one, plumbing guide. Then taking these permutations and looking at the ones that have the most common occurrences and combining them.

A potential post title or page title for a piece of content here could be like, “The Plumber’s Guide on How to Clean Your Drain.” It’s combining as many of these concepts and topics as possible to create a comprehensive picture that encapsulates all the keywords that are contextually relevant to what your top level goals are and what your good terms are.

Kevin I got a question here Nick. So for the plumber’s you’re saying combine the
plumber’s guide keyword with all the permutations of the how-to. Would you do something like, “The Plumber’s Guide to How to Remove Compression Ring, The Plumber’s Guide to How to Install a Kitchen Sink?” Would you preface with plumber’s guide for each of the how-to’s?

Nick: No that’s actually a fantastic question. What I would personally do in this
scenario would be create a page or a series of pages and the title on the page would be, “The Plumber’s Guide on How to”, “Plumber’s Guide to Home Plumbing”, “The Complete How to”, or the “Complete How to Guide”.

I would find some permutation that would be more eloquent. Then, on page content would be breaking these down and using each of these topic areas as a header, a couple hundred words with some references and editorial citations to bake into that holistic approach to covering the top level.

What’s in the dark green here, “The Plumbing How To” and then using the degradation of the information architecture through header structure, internal links, editorial external links to citations to build more of a whole picture how and why you do these things.

Kevin: You’d have all the answers 300 words of content or so on each of those on one
page?

Nick: Yes, I’m a big fanboy of long form content. It’s sort of a polarized issue, I would
say, but I really think that Google and people to a great extent are really looking for more comprehensive stores of information.

The more information that you’re able to aggregate, so people have to go less places to find it and give them more options and alternatives to glean intentionally additional information that’s relevant to the topic that they’re looking for is going to keep people on the page longer.

It’s going to motivate people more to share it, to bookmark for later. Back to that point I probably say a little bit too much which is create reference pieces. Create pieces that are foundational that you can link to later to build on as foundational pieces of content around a concept.

Kevin: Something that comes to mind is that post by John Cooper at Point Blank SEO,
the massive guide to building links.

Nick: Yes, the building strategies post?

Kevin: Yes, I mean that thing is just absolutely massive and it’s probably got more links
than all the rest of his posts combined, I would guess.

Nick: The thing’s a perpetual link machine. I think I had linked to it just last week in a
new post I put out. That has become a reference point for if you’re looking for link building strategies, here’s all of them. It wasn’t adding new information, necessarily, to the stack.

It was just going out and putting in the time and effort to find everything that was out there and combine them all into one place that was easy to navigate and easy to find.

Kevin: Yes. We’ve got a couple questions here too. Ricky says, “Could it also be used for
better internal linking, this strategy? I think he’s going with maybe creating separate, so we could use plumbing guide how to as the title of the page and then almost having each of these be separate posts.”

Is that what you meant Ricky? Then the how-to guide would link to each of those posts?

Nick: Again, it’s interesting. I’m also a big proponent of information architecture that
feeds authority upwards through directories. I’m a big fan of a parent directory, or a category directory and then building all of the contextually relevant information underneath.

The the links used and the contextual relevance flows upwards from child to parent. And that’s what you could do with a case like this would be create a parent directory called, “The Plumbing How-to’s” or “The Plumbing How to Guide” and then doing subpages underneath to tackle individual categories or subcategories.

I could see in here doing one for kitchen, in particular, and common issues around a kitchen drain, doing one for books and resources, doing one for fittings, and there was another one I saw.

I’m not seeing it in there. You could do a contractor list. The more information that you can store that feeds upwards, the better your rankings are going to be. The link use and more so the contextual relevance around the internal links is going to flow over the pages giving you a better chance to rank much higher.

Kevin: Cool. Cool. We’ve got one more. Matthew is asking if content is king. And I
think the answer is content is obviously always very valuable but without this framework if you’re just going to write one post per keyword that you see here, you’re going to have a much harder time drawing good traffic than if you lay the foundation first. Would you agree with that Nick?

Nick: I’m so glad you said that. I had a slide on here originally that was like, stop doing
that. There’s an old school thought that is right about having a dedicated page with a page title tag for every single word you want to rank for.

I absolutely do not believe in that school of thought. I think that is a quick way to create a lot of fluff and I think that’s one of the reasons that there’s just a lot of really crappy content out there that’s 300 to 500 words.

If you’re writing a plumbing how-to, unless you’re going to pick one of these very specific items like how to install a kitchen sink because maybe your entire business is built around that.

Or, that’s a strategic direction you want to move into from a contracting or services perspective. Unless you’re doing that, there’s no way people are going to get the value and get a clear picture of how to do these thing in less than 1,000 or 1,500 words at best.

It’s not writing long content for the sake of writing long content, it’s creating comprehensive pieces of content, again that can be used as a reference point. The better you build and develop the content the first time, the easier it is for you build on that concept and tackle other topics that are contextually related down the road linking back to that.

Which is funny enough, I should do that later in this presentation. There’s pieces that I’ve expounded upon in great detail other places and it didn’t make sense for me to hash them all out here. It’s just easier to summarize and then point to the resource.

Kevin: Awesome. OK. Cool. Let’s move on then.

Nick: Cool. There’s a lot of content recently about sneaky ways to mine competitor
data and a lot of it’s really smart. I try not to harp a little bit on the some of the more old school ways that are not so sneaky. Really interesting ways, really interesting pieces of data that are right in front of you a lot of time.

Anybody who’s doing competitor research for SEO and you’re looking at some of the linkable assets or the digital assets that your competitors have anyway, you’re already probably looking at a lot of these things.

Just taking a second and keeping a piece of paper nearby or keeping a spreadsheet open and just grabbing the keywords that are right in front of you, they tend drop into these three buckets. That is if your competitors are paying for the placement.

If there’s direct shopper interaction, there’s a high likelihood that they’re going to be using their conversion terms. If they’re paying for the click, if they’re using the page to drive top of the funnel interests into a conversion funnel like a product page.

If they’re using FAQ’s where they have to use persuasive language, company wiki’s again, are a great place where a lot of businesses take the opportunity to engage with more conversion language and more persuasive language with their customers.

Those are usually places that their visitors are going during the buying process. It’s part of the commercial investigation funnel that the customers are within and it’s an opportunity where smart companies are going to use terms that they know are likely to lead to a conversion.

The little helpers, I kind of threw on the bottom here. For conversion terms, anywhere where there’s a direct interaction with a shopper or prospect. Traffic terms for the most part are going to be anywhere that the competitor has an opportunity to influence the anchor text.

Engagement terms are going to be anywhere that they’re forced to be succinct. Whether it’s a blog comment on company blogs, a bio on Linkedin for the executive, public response to a question on the company’s behalf on company pages of Linkedin.

Then, where ever they have to use the smallest amount of language to make the biggest point possible is going to be places to look for their keywords.

Kevin: Awesome.

Nick: I’m trying to grab more examples of each of these but there’s a lot here so I
grabbed some of the most relevant ones. Coming back to Mr. Jonathan Coleman, a post on REI on how to choose the right bike shoes, you dive into the blog comments and they’re just chocked full of fantastic keyword opportunities.

These are users, these readers of the blog that are coming on here and they’re talking about what they use. This is a perfect opportunity. Literally this is from the horse’s mouth what these people are interested in, what they’re using, what they’re buying.

These are the exact type of keywords you should be using to form a content strategy or a content roadmap.

Quora. So Quora’s talked about a lot . I see people talking about the questions. If we look at this question, it’s got hypothetically three keywords and these aren’t even great keywords. Quickbooks online, benefit services, and payroll, not fantastic.

One thing I haven’t really seen talked about much is the responses to the questions. You look at the responses and suddenly keywords are popping up in every direction, more and more and more.

Not to mention there’s a beautiful list of other potential competitor sites here you can immediately go look at, saving you a bunch of time in the interim.

Kevin: Cool part about Quora too is, you can see exactly what the person does. You can
see the guy’s an Atrex reporting manager which I’m assuming is super relevant for payroll. He’s giving you keywords straight from the horse’s mouth just like the blog comment.

Nick: Yes. And then to take that one step further, you can let your competitors do the
work for you to a certain extent. People who are in executive positions, who are in customer facing positions they’re going to use words that resonates, language that resonates with their customers to describe themselves.

If we go here and we look at this dentist right here, this nice gentleman name Zeb Poindexter, we look at his title on Linkedin, not that great. We go and we read his summary of what he does, we get a keyword here and then suddenly we got a handful of keywords.

Looking at this a little bit further, Peter Hutchinson here from Brafton, we look at this top section, his results, his personal result within Linkedin and unfortunately there are no keywords in there that are useful to us.

We go and we read his description and suddenly we got four right here in the first two sentences and then, bam another fifteen all slipped in there.

Obviously, we see what they’re targeting, what they’re using. More so than anything we’re looking at the language that they’re using, terms like editorial strategy, online presence, driving conversions, custom news articles.

If you’re in a content marketing agency, this is fantastic insight into what your competitors are using, how your competitors are describing their products as to what keywords are potentially driving traffic for them.

Looking at support requests, a tip here is a lot of support tickets tend to be behind a wall. A lot of that’s for privacy and a lot of it you’re not going to be able to walk around but whenever possible, try to answer your support requests in a public forum.

Ask your customer’s permission if you can post your reply publicly whether it’s in an FAQ, a wiki, or a support forum. These tend to be chocked full of very relevant keywords and phrases that people are very likely to be searching for if they’re describing a problem.

It comes back to that earlier slide, what are the problems and how are people going to describe them, trying to use the language of your customers. It’s not only going to resonate more with them but you’d be surprised at how it impacts your search results.

Kevin: That’s a really a great tip. I mean that’s directly applicable to SerpIQ and anyone
running a SaaS product. Using Zendesk or something like Tender.

Nick: Zendesk is a fantastic one. Just getting permission, that’s one of those things,
I harp on it a little bit later. The easiest way to crowdsource your content from your customers is just to ask them.

Ask them questions, just talk to them and just ask permission. Always ask permission.

Kevin: Perfect.

Nick: This slide has a lot on it for a slide but this is what I felt like was worth sort of
consolidating. Again, it’s just talking about looking at some more of the information that’s right in front of you.

Any of your customer contact channels where there’s direct interaction between your products or services, your people and your customers are going to be fantastic stores of potential keywords, again, not just high search volume keywords but high intent keywords, using plain language.

I’ve seen so many contact forms just stuffed full of fantastic keywords that are describing pain points. Something’s gone wrong usually when the customers are going to be filling out a contact form unless they’re very interested and it’s a warm lead.

More times than not they’re upset with something. But paying attention to the language they use, how they describe it, how they describe what caused the problem, or what they want to happen, what you can do to help them feel better about being a customer.

Not only is it keyword research but it’s fantastic language to potentially use for pieces of your website, especially anywhere in the sales funnel. This is going to be direct insight into how they think about the pain, psychologically.

Here comes the boring time for every keyword research webinar presentation that’s ever existed. It talks about, get your Google Keyword Tool. My piece of advice is don’t use more than ten keywords at a time in the keyword tool.

Download all the suggestions to Excel. If you have 500 keywords, it’s going to take you’re going to have to do this 50 times. Do it 50 times. Don’t cut the corners. You’re going to get all those suggestions. There’s going to be a lot of overlap.

You’re going to do this and you’re going to do it again and you’re going to get 70, 80, maybe even sometimes 90% overlap with the keywords that Google is suggesting you.

It’s worth doing it. Those 3, 4, 5, 10 incremental keywords that you get doing this over and over again are going to provide more value. They’re going to give you more insight into that entire universe of keywords that are relevant to your audience.

I can’t stress enough how important it is to bite it off a small piece at a time. Download all the suggestions. Repeat, repeat, and one more time, repeat. Of course you need to dedupe because you’re going to have massive amounts of duplicates and probably thousand of rows.

Kevin Question for you here then. Something that’s happened with me or just
something that’s annoying, number one it just take a long time.

Then, number two, the dedupe, do you have a process for getting rid the duplicates quickly?

Nick I use the deduplication feature. It would be in Excel 2010. I don’t know if it gets
more convenient than that. I expand my selection to another column. I only do the keywords and the search volume at one time. I’ll build out my lists of just keywords and search volume first.

Then once I’ve narrowed down that list, then I’ll move it into a more advanced spreadsheet that might include the keyword evaluation model or a keyword matrix.

Kevin Awesome. Cool. Thank you.

Nick: No problem. That’s sort of where you’re going, pulling all those keywords out
and doing the planning. These are the keywords in our universe. These are how we’re going after them. The structure needs, let’s look at the intent, let’s build our keyword matrix.

It doesn’t let you look at where you’re already performing so I put a post out about two weeks ago now on “Zazzle Media” that talks about just doing a really quick and dirty performance audit. This is super simple.

It’s literally just going into Analytics, grabbing all of your organic traffic driving keywords, I think in the post I even recommend just paying attention to the top 500.

I think it’s for something like 80% of websites, 500 keywords represent more than 70% of their traffic.

Dump them all into Excel, again back to the keyword tool. Do a simple division of the potential traffic by the actual traffic. And then this presents you with two potential opportunities.

One, site pages that you’re ranking highly for but you have a very high bounce rate on. And vice versa, pages with a very low bounce rate where you have minimal to no traffic. It presents two opportunities.

One is further link building, further online visibility to the pages with the low bounce rate and at the same time the opportunity to pay attention to the pages that really have high engagement metrics, have a high view thru rate.

People are visiting other pages on your site, a high conversion rate, very low bounce rate. People are staying. They’re reading. They’re not leaving your site. Those are the pages where you are going to want to look for more opportunities to rank higher and gain more traffic.

For reference, the link’s there on the bottom. Definitely go check out that post. It’s very, very simple

Kevin: Got a few questions here Nick.

Nick: Shoot.

Kevin: Mikel is wondering, “When you’re doing the dump into Google Keyword
Tool, you’re getting the suggested keywords, you’re using ‘All Suggestions’ or are you just checking that box that says ‘Only Show Terms That Are Closely Related to My Keywords’?”

Nick: That’s a great question. For the performance on it, don’t do suggestions. You
want Google to spit out the exact data that it has for the keywords that are already driving traffic to your website.

The cool thing here is, if you copy and paste from Excel first into a plaintext document like Notepad 1 or Notepad 2 and then from there into Google Keyword Tool. You won’t get any messy MSO or Excel formatting. Plain text is absolutely your friend when doing keyword research.

Kevin: OK. Cool. One more question from Gabe. He’s talking about, when you go into
Google Analytics and you’re pulling down and looking at your traffic driving keywords how do you deal with Not Provided?

The philosophy that me and Darrin have come up with, is just assuming that ‘Not Provided’ is a distribution of the ones that you actually do see. Would you agree with that?

Nick: I would agree with that. The only other really simple tactic that I’ll use as much as
possible is I’ll use the secondary dimension landing page. Using the landing page dimension you can get a pretty good sense of at least what the family of keywords were that probably drove traffic to that page.

If the page title’s got five to ten words in it, the chances are that it’s any two to five of those words are pretty high. You can at least use that to bucket down where you’re losing that visibility in your traffic driving keywords.

Kevin: OK. Great, great.

Nick: Once you get past the performance audit, and you’re doing further analysis you
really want to look at intent. Intent has been segmented I think pretty much across the board within the industry into four top level buckets, navigational, information, commercial, and transactional.

I tried to provide examples of each here, examples that I’ve actually seen. So Scout Media is a fantastically talented video production company here in Philadelphia.

They do a bunch of work for Sierra Interactive, just a really nice group of girls. Talking to them a little a bit about it, these are sort of how their customers and potential customers are finding them.

What’s interesting is you can kind of see the flow from one through four at the top of the funnel to the very bottom of the funnel.

A navigational query means that this person has heard about you. A good example would be, let’s say I was on SEOmoz today and I read this fantastic post by Mackenzie Fogelson. I want to see if she did more.

I would go type in Mackenzie Fogelson into Google and that would probably bring up her Mack Web Solutions profile or author profile on other sites that she’s a contributor for.

The navigational sense is that I’m familiar with the brand or the person and I’m just going to look for more information on them.

Informational queries, is interesting because it’s a slight tweek. An informational query is going to mean that there’s some familiarity. They remember that there was a post on a community on Moz but they don’t remember who the author was.

What’s interesting there is that informational queries sort of come back to an idea presented by AJ Kohn, which was content recall. It is the reason that he gives as to why he doesn’t guest post.

More times than not, readers are going to recall the brand that published the content and not the author. It makes a lot of sense why he’s such a big proponent of Google authorship because it puts the power back in the author’s hands as opposed to giving it all to the brand that’s the conduit of the publication.

The bottom two here, three and four are the ones where, those are your opportunities to gain new business. Those are people that have no familiarity with your brand or with your product or service. They’re out. They’re shopping.

These are people that if they’re location based, commercial investigation with a location tends to be a high intent phrase. Then, transactional queries are going to be queries that have terms like pricing, cost, versus, benefits, unique features.

Terms that are going to be indicative of a psychological that this person is shopping, that they’re in the process of making a buying decision.

For more information there’s a post I wrote probably a year ago at this point on looking at intent and optimizing intent for conversion.

Kevin: Something that me and Darren and Jake our programmer have definitely been
really interested in intent. We created that SerpIQ keyword intent thing and it’s almost the same idea but it’s more for the research angle. You’re getting the flavor of the SERP instead of the flavor of the keyword.

Nick: That’s funny. That’s one of my favorite features, the e-commerce intent score,
between zero and ten that SerpIQ has. The thing that you guys tout about SerpIQ that I think you guys really have down is the really unique value behind the tool.

Not to make this too much of a sales pitch but I really do love the tool and the massive gains in time. I have never been able to do keyword research at a SERP level, on a macro level as fast as I can now.

It will give me top ten sites that are ranking. I’ll get a general idea of how competitive they are, what their on page and off page SEO looks like. Then that e-commerce intent score is relatively accurate.

It really lets me know, is this a term that I should be looking for to potentially create transactions or is this an ancillary term that’s further up the flow?

Kevin: Yes, I mean we can’t even take too much credit for it. We were looking at, I think
that Microsoft did something called Online Commercial Intent and you could actually search through their web interface where you could search and it would tell you like the flavor of the SERP.

We kind of built off that but, it’s just an interesting idea that you could have the intent of the keyword itself but then why not take it straight from the horse’s mouth.

Google will tell you pretty much what they think your intent is and sometimes that actually matters more at least when you’re looking at it from the webmaster’s perspective, you know?

Nick: I completely agree. Moving on past intent, is the segmentation. Just a couple
quick points on intent is avoid low intent keywords in your primary optimization investments.

It’s important to gain some visibility and traction into informational queries but if you’re doing a good job with your brand and you’re building a brand around your name and a couple specific connotations around your name, I would say SerpIQ’s brand is do keyword research faster.

If the branding is in place the right way, it should do most of the hard work for you in terms of scooping up those informational queries. If you’re going to be making investments into conversion focused content or middle or bottom of the funnel content it needs to be in your commercial investigation of transactional queries.

Then I just list some common phrases that are used for informational queries, words like ways to, how to, what is, lists, top, best. This is probably all pretty common knowledge at this point.

One caveat that is worth mentioning is searchers who are running informational queries tend to view multiple results pages, not click on multiple results but actually these are the people that are going to dive two, three, five, eight pages deep into search which is uncommon.

It also presents an opportunity where you don’t have to be on page one for an informational query. If you’ve got a great title, and you’ve got good content, and you’ve got a rich snippet whether it’s authorship or a video snippet and you’re on page two or three for a top informational query, it’ll still get traffic and still get those clicks.

Coming back to vanity versus traffic. the same can go for traffic versus conversion. It’s funny. It’s kind of the flip side of the coin. We were talking about vanity versus traffic, the vanity term was so low in traffic volume that it didn’t really make sense but at the same time low volume search terms are not always a bad thing.

Here’s a list of keywords that we went after. I think the top one there is two words and the ones towards the bottom are five and six words, respectively. These were high per visit values. We did not gain a lot of traffic for these.

These were terms that allowed us to gain some visibility into the language that our customers were using when they were looking for our products. I think three through eight, if I remember correctly, are terms all on the same post.

That’s literally all one piece of content that we created that talks about a bunch of these problems that people were having when they were trying to use our products.

Funny enough, these are how people were searching for them, how they were describing their pain and these were high intent keywords.

Kevin: That’s a really good point. I think that’s almost the whole basis beyond that
toolkit’s metrics is almost ignoring traffic and looking directly at what’s actually making you money. Two searches a month that garners two sales versus a hundred that garners zero, obviously you know which one wins.

Nick: No, absolutely and things like having a 100% e-commerce conversion rate is sort
of unheard. I mean that it’s not common. It’s a good example of really paying attention to how your customers think about the problems that your product or service is going to solve for them.

Kevin: Yes. For sure.

Nick: This is just kind of harping on that point for a second. If a keyword has created a
sale, the chances are it’s going to create another one. Don’t stop paying attention to something just because it hasn’t created a sale for you in a couple months.

Humans, as strange and different as we are and the fact that something like 60% of searches that are done everyday haven’t been done before and won’t be done again, is worth mentioning.

At the same time we all live in similar societies. People that are shopping or doing commercial research online tend to think about things, tend to visit the same places, the same articles and the same context.

We’re not so different that just because a term that created a sale for you in the past should be discounted in anyway shape or form because there’s a high likelihood that you’ll get more sales through it in the future.

I just thought that was worth mentioning real quick.

Real quick, let’s talk about seasonality and trends. Again, not new information but thinking of seasonality is really kind of fun and interesting because you’ve got a keyword like the iPhone 5 here, which we’re looking at over a course of January through the end of 2011.

You can see there was building interest and then it peaked, the highest search volume it had right before the major release announcement from Apple was right in October. While there’s still volume, it’s only at about a fifth of what it was.

It’s important to make sure that if you do have seasonality within a keyword that you very much take that into account with when you start optimizing your content and how you optimize your content.

Keywords that are going to have more variability in a seasonality, so a term like Louis Vuitton, what we’re looking at on the left side here is the top searches from 2012 from Bing. Louis Vuitton was their second most fashion designer label that was searched.

You can see there’s a fair bit of traffic in Google overall. Again, I’m looking at 2011, that was the period study. As you can see it starts it starts to tip up, maxing up right at the end of the year, probably around Christmas.

Taking that into account and thinking about Christmas, I went with a term that I figured would probably have very obvious and predictable seasonality.

“Christmas Story”, the movie, and the all of the gifts, and all of the merchandise that go along with it, it is not worth doing anything with this keyword probably eight months out of the year. When you really want to start is right there in September, right as the pitch goes upwards before it spikes.

If you’re not ready by, let’s say, September 30th you’re going to miss out on something like this. The biggest tip I can really leave you with for seasonality is two or three months or one business quarter before seasonal volume is going to peak, you need to have your content ready.

You need to have your audience ready. You need to start priming those pumps to begin an influx of links because QDF also plays a large role in seasonal content.

These are just some reference points for where I got some of my seasonal data from. You guys are probably already using Google Trends. Yahoo Trending Now is a popular one. The Bing ‘Search Blog Archives’ is one that I just stumbled across recently that is actually pretty impressive and has some pretty cool stuff in it. It’s definitely worth checking it out.

Now you’ve got your keywords, what do you do next? Yes, you probably all saw this coming. Trying to think about how you approach creating content, back to that point we made way back earlier in the presentation where we were looking for overlap opportunities within Ubersuggest .

Using keyword research to drive your content is really the best way to leverage a win-win across the board. Here are just a couple ideas on how you can bake your keywords into your overall marketing strategy.

Use keywords in your marketing whenever you have the opportunity to. Don’t shoehorn them in, but if you can find ways that are complimentary to your events or your whitepapers those keywords are going to be used for anchor texts, more times than not when other people are talking about or linking to you.

If you don’t have established content, or you don’t the wherewithal that focuses on your keywords, maybe you don’t have the expertise which is a problem I hear about a lot.

Let’s say you want to talk about a site or, coming back to, personal injury lawyers and you are not a personal injury lawyer – cannot afford to pay a personal injury lawyer hundreds of dollars an hour to pick his brain to help build the content you want. Build a list of questions and go out there and find the resources that already answer them.

There’s a good chance that there is good stuff, even if it’s only little bits here and there, even if it’s disparate. Take that opportunity. Curate that content. Pull it together. You can be a resource without being the author.

Crowdsource intelligently, to come back to that point. Just ask. The best way to get information from your customers and the people who are stakeholders within your audience is to ask them for it.

This is an old point, that’s been beaten into the ground at this point but I figured it was worth mentioning here again. That is, what types of content does your audience share? Look at things like “topsy”, “followerwonk”. SEOmoz is that new fresh index tool.

Don’t just look at where they’re sharing but look at what they’re sharing. If you have certain influencers that you want sharing your stuff, what other types of content within your vertical have they shared in the past?

What were the words that stuck out? Was there a pattern, keywords or keyword phrases that they used, whether psychological or intent based or head terms?

If there are patterns, we get patterns, look for opportunities to jump on things that have been successful in the past. That’s my slide to sum up how to properly bake keywords into your content.

If you write content that’s worth sharing, if you create content, it doesn’t matter if it’s keyword heavy or you’re hitting all of the relational keywords within your context.

If you have that term in your title and you have your header tags broken up correctly, popular content tends to rank well. It’s funny enough, it seems obvious. It seems like common sense but it’s something that I haven’t always seen people talk about too much.

If you create epic content, if you do epic shit online, your content will win. It’s sort of just a byproduct. I feel like this is probably helpful and in my opinion these are the top five reasons to create new content.

The number one, again coming back to Jonathan Coleman who’s a wizard when it comes to content, if you can do a better job then you should create a new piece of content. I can use myself.

I’ve been dogfooding this example, and that is that I was not happy with the keyword research posts that I found out there so I went out and did one myself.

I got some pretty good feedback and it was one of those things. I tried to do enough that I separated what’s already been done out there but it’s still not as good as it could be. I mean that’s going to be a living post for me.

I’m going to go back and make it better. I think I can still do a better job than I’ve done already.

Kevin: Just to cut in, I read that post before we actually even started talking and it was
just awesome. Then I came back a couple weeks later and you’ve got the navigational stuff up here.

You had probably another 500 words in there. It’s a huge post. I’m going to throw that in the chat right now for you guys just so you can see really how massive it is. It is a great post.

Nick: Thanks Kevin. It’s one of those things too is the goal for reference point content,
to create those foundational pieces is they have to be living and breathing. That post is a good example because that has been bringing me a significant amount of search traffic.

It’s really interesting to see the correlation of traffic from search engines as I climb up the ranks on SERP number one. I remember the day I broke into position number ten and I got really excited and then a buddy of mine, John Henry from Sierra Interactive gave me a heads up when I broke the top five.

Phil let me know when I broke the top four. I just had people who are fans of my stuff, who are nice enough to give a damn about some of the content I’m taking the time to put out there, that they’re helping me track success as I add more content and build more links, these foundational pieces.

My goal with that SERP is to crack the top three which is going to mean overtaking several of the really big players, big publishers in that space. I think I can do it. I think I can do a better job.

I think I can get more information and create a better research that’s more helpful and will do more good and be perpetually useful for more people in the future. It’s a task I decided to undertake.

Coming back to curating, number two, the lack of comprehensive informational perspective. That is what John Cooper did with his link building strategies post. He took information that was everywhere, all over the place and he leveraged number two and number four.

He not only created a comprehensive list but he took information that was in several places. I mean how many link building posts have you seen that are just lists and lists? There’s probably 30 over here and 50 over here and 100 on this site.

He went out and I think it’s something like 140 or 180, some crazy amount of information. He really went out and dug in every far reaching corner of the internet, pulled it all together, made it easy to digest, made it friendly, usable, readable and that’s why it is what it is.

It has become the foundational piece of content. It got so popular that he literally overtook the SERP and is still holding on to the number one position for link building strategies to this day.

This is going to be one of the nuances of the presentation and this is something that anybody who’s pure play SEO is going to sort of hate me for a little bit. Traffic optimization does not start and stop with search engines.

The idea that I’m getting at here is that organic traffic does not always imply search traffic. It doesn’t always mean social traffic. Think about it on a broader range. Think about the umbrella of the word organic.

What I’m really getting at here is that it’s referrals. It’s places where you are getting earned traffic that you are not paying for, that is going to continue to come in. It almost always is more qualified.

It tends to come in much higher amounts. It tends to be not as volatile potentially as search traffic because SERPs come and go especially with algorithm updates. What I’m calling this is organic traffic optimization.

Here’s a look at how organic traffic optimization stacked up for my Japanese project sites over the past month. Not a single result that you’re looking at there is a search engine. The only one that’s even close is seven down, I believe it is, the dokomo.ne.jp.

That is search functionality within one of the phone carrier’s websites but that’s not a search engine. Imagine if AT&T had a place for you to search records about AT&T and they indexed the web within an AT&T app on your AT&T phone. That’s very similar to what that would be.

Kevin: I mean it’s search but it’s not pure search.

Nick: Yes. These are huge sources of traffic for us and it’s all organic. This is all
earned. This is people who are talking about our stuff, linking to our stuff, sharing our stuff because it’s useful, because it’s helpful.

Kevin: We got a question here from Mickel and he wants to know “if transforming
current content to epic shit is optimal or should he just create new content and make it epic? Can he remodel content or should he always be creating new?” That’s his question.

Nick: No, no, absolutely. If you have repurposing content is something I’m actually
kind of going through right now. I had a blog that I started in college called 23run.com. Don’t go there, please. It’s got a lot of really bad, bad stuff.

You know, stuff when I was a freshman, sophomore in college just starting to get my rants on blogging. The funny thing is, looking back at it, my writing is horrendous. I don’t use editorial citations. I don’t use sources. I’m not curating other opinions.

I’m really not building a case for the claims and the perspectives I’m sharing in those posts. What I’ve recently started doing is going back and just trying to cut all the fluff and bullshit out of those posts by finding which paragraphs or which groups of sentences were useful.

If I have to take five posts and combine them all into one post that’s actually useful, that’s worthy of being up there, that’s worthy of carrying my name and being published, in my opinion, then it’s deprecating the rest of the posts, doing the redirects and really just repurposing the content that deserves to have a shelf life.

I’m a huge proponent of repurposing content. I don’t think that if you have stuff useful, if it’s not as useful as it could be, go back and update it.

To come back to the keyword research post, I’m running a contest right now where I’m giving away a keyword strategy. The deadline for submission is tomorrow at 5 pm.

What I’m going to do is, whoever wins the contest, I’m going to record me building their opportunity model and I’m going to add that back in with probably another 1,000 words or so of explanation and process back into my keyword research post.

It’s one of those things that, that piece of content can still get better. There’s still room for improvement.

Kevin: That’s a good point. Mickel, something we do with SERP rankings, anytime we do
a webinar, the landing page for the webinar that we send out through social media, as soon as the webinar’s done.

Like as soon as this webinar’s done, it’s going to be recorded, transcribed, all the resources will be in there probably another 500 or something words but it’s going to go on the exact same page.

It’s going to go from a landing page to the resource page and it’s just going to morph as soon as the webinar’s over. You could definitely repurpose.

Nick: That’s a great example. This my little joke to sort of wrap things up with. I
definitely got a little carried with the names here. But that’s it.

The idea here was to keep this really simple and more so, start a conversation around how to approach just thinking about keywords when you’re doing your research. Let’s open it up for questions, if that sounds good.

Kevin: OK, I’m going to go back for a couple questions that were skipped and then you
guys send in your questions as I ask these so I can get them over to Nick. We got one from Steven and he’s talking about your 100,000 visits post.

He says, “Can you talk us through how you determine the content required and the keywords you’re going to target?” I think you did that in this webinar. He says, “Perhaps give a specific example of the methods process used for that particular site since it was maybe in Japanese or something like that.”

Nick: It’s funny because it’s still a very modular approach that I think that’s absolutely
worth talking through for a second here. That’s a consumer research website. We use a lot of UGC on the site but you still have to see those conversations.

We can’t just post a question out in the middle of nowhere and expect all these people to come and start helping us develop our onsite content. We use traffic very strategically in that project to help get more insight from the consumers.

We would go out and we would do a piece on consumer on research and we would time it with a product release.

A good example is, we did a whole bunch around a new model HTC phone that came out. The release date was announced by HTC about a month in advance. We knew we had 25 days or so to get our stuff together, go and get that piece of content ready for when it hit the shelf.

We went out and started looking for people who were asking questions. We started digging through the manufacturer’s website. We went over their product pages. We went over their support forums.

When there were questions that we found that were disparate on the internet, that didn’t have answers anywhere, whether it was Yahoo Answers, which the Japanese equivalent to is called [xx].

Anyplace that we found this information that was out there that we didn’t have the answers to but there wasn’t a published answer for we compiled and we went straight to the manufacturer.

Essentially we did the work. We curated our questions, went and got the information, brought it back and then presented a clear, concise and as comprehensive as possible answer to all these questions, all of these opinions.

We gave attributions to every user and every person and every blog where we able to pull our information from. It’s not really ego baiting, though, because as much as we are linking to them and I’m sure that it helped the volatility of sharing and the morality of the whole thing.

We were linking to them because they were our references. These were our citations. We were using ideas, concepts, content created by other people. We were just putting it all together.

It’s kind of grabbing all the puzzle pieces that were all over the place and putting them all in one place.

Then when the release came out, we were I think top two or top three that day underneath the manufacturer’s press release. We were the one ranking for terms that had to do with commercial investigation.

We had the number one ranking for reviews or problems or what were the benefits and features of this phone over the last one, this phone versus the next phone.

It was really taking the time to position ourselves to be sort of the go to outlet for consumer information.

Kevin Got you. OK. That’s a great answer. OK, we’ve got another question here. He
says, “It’s Jacques, what is the best paid CMS?” I think for that you said you built your own CMS for the Japanese site, right?

Nick: We did.

Kevin: Do you have any recommendations for a paid CMS if you’re building out a big
site then?

Nick: That gets so subjective. I mean, honestly, it’s funny. I immediately think of an
argument I’ve read really recently that was, is webforms better than MVC when developing in .Net?

It was really funny to me because the answer was, yes, webforms are better. Well why are webforms better? Webforms are better if you’re development team is old and it’s going to take them longer and cost more money to get used to MVC.

It was a backwards answer, pretty much just saying the MVC framework is the way to go but if you don’t have the resources to dev in MVC, it’s going to be cheaper for you and easier for you to get your product to market if you just stick with webforms.

Kevin: If you build a technologically worse site but from a business perspective it
actually saves money.

Nick: That comes back to minimum viable product and just how much money you have
to throw at something. There’s fantastic Royale CMS’s. There’s fantastic .Net CMS’s.

I’m a big WordPress guy, which is obviously not a paid CMS but it all comes down to what type of content. Who’s your audience and what are their access channels?

Kevin: Awesome. All right, we’ve got a question from Matthew. He says, “For an SEO
noob like myself.” He owns a design and advertising company. “He’s wondering “How does he find a reliable SEO providers that allow him to dip his toes in the water with SEO?”

Then put more money in the model as revenue increases. I don’t know if you’ve done that type of SEO consulting before but I figured I’d ask the question anyways.

Nick: I was a consultant in my former life. I left the services game just because there
comes a point when it just became more fun for me to start building my own products and websites.

It’s funny, I get asked that question so often. That was literally the genesis of seoleads.org. Let me find a way to try to help people who are looking for SEO get matched up with people who had experience and been there and hold their hand and sort of help them out.

That’s not live yet, but it’s in private beta so if anybody here wants an invitation I would just say go sign up and I’ll blast out invitations tomorrow.

Kevin Cool. Matthew, I’ve got a couple things to add there. I do a fair bit of SEO
consulting. I would say if you want to find someone who’s not giving you a bad experience. He says, “It’s scary to try again.” I would ask them a lot of questions before you get started.

Like, ask them questions that they should know if they’re really solid. You’ll be able to suss out their level of skill. Ask them, what they care about.

You can ask them things like, what is their keyword research approach? If they don’t give you an answer that’s at least somewhat close to what we’ve talked about here, you know that they’re just basically bullshitting you.

You can ask them how would they approach setting up your analytics account for conversion that sort of thing that they wouldn’t be able to BS an answer. As long as you know what the general correct answer would be.

If you have a good BS detector, I would say doing your due diligence before you hire is probably going to be your safest bet. I hope that answers the question for you.

Nick: I’m going to piggyback on that for one second. I would also say ask to speak to
their clients. Not just current clients, try to speak to past clients. Any company that’s really worth their salt, they’re going to have to have past clients.

They’re going to have clients that they’re not working with anymore and it doesn’t necessarily mean that there was a falling out. It could mean that one company went in a different direction, or budgets changed, or priorities changed.

If a company is willing to let you speak to a client of theirs that is no longer a client, that’s going to give you a lot of insight into what that company is like and what you can expect.

Kevin: Yes, that’s a really good point. That’s a really good point. OK. I hope that helps you out
Matthew. All right, we have a question from Zef. He says, “How many hours does a typical SMB consulting keyword research project take you, maybe back in the day when you did that?”

Nick: That’s a good question. Zeff to be fair since you said SMB, I’m going to assume
you don’t mean international. Zeff is a pretty talented international… he’s probably the first guy I’d go to if I had any questions about how to localize anything especially in Spanish.

I tend to front load research so I don’t have to do as much ongoing. I mean there’s a lot of spot checking that comes as you pay attention to analytics and get a sense of what’s working and what’s not kind of coming back to the performance audit. Initially probably 30 to 40 hours.

I like to spend a full week and some of that’s meetings. Some of that’s meeting with the stakeholders. If I’m keyword research for a small business I want to talk to the people who are on the support team.

I want to talk to the sales team. I want talk to some of their existing customers. There was an instance where I actually got permission to go and talk to their prospects.

They had a pipeline with some warm leads in it. I went and got to ask those people what they were looking for and what they wanted. Again, it’s one of those things where, it’s not digital marketing. It’s old school marketing.

It’s bringing offline strategies online, really being able to get right from the horse’s mouth, get the language that the customers or even better your prospective customers are using.

That can drive so much bottom line revenue is insane. The opportunity to change your pitch and change the way you’re using the persuasive language in your marketing materials can do wonders for your conversion rates and your revenue.

Kevin: Cool. That’s actually a tip just for almost the fact of if your competition is strictly
trying to online challenge for keyword and you’re bringing online and offline together you’re obviously going to have a competitive advantage there right?

Nick: Absolutely.

Kevin: Anthony just wants to know what you put in your hair to make it look so good?

Nick: What the hell is that stuff called? Micro Wax I think it’s called.

Kevin: Micro Wax. Anthony get some Micro Wax and you can look as good as Nick.
OK. We’ve got a question from Steven. He says you talked about the long form content, would you say there’s a limit to how long the piece of content should be presumably file size becomes an issue or maybe page load speeds, something like that?

Nick: That’s tough. There’s so many ways to speed up page load. I mean, lazy loading
sort of changed that forever. I realize that not everybody has the ability to lazy load items.

Which is, if you’ve ever been on a website, Mashable is a great example where the content is sort of loading sporadically as you scroll down. It’s way less intensive on your resources and potentially your server memory. I realize I’m kind of dancing around the answer.

I would say no. I’d say make your content as long as it needs to be to accurately address and comprehensively address the point. There’s so many strategies for minifying javascript, lazy loading elements, pre-caching your pictures, using content delivery networks that I don’t think that you should ever sacrifice the experience of a piece of content because of a load issue.

Kevin: OK. That makes sense. Let’s see. Matt Bell wants to know if you use SerpIQ in
some interesting ways that maybe a normal SerpIQ user might not use?

Nick: That’s a pretty interesting question. I probably user SerpIQ the most to get the
competitiveness index score. I have a keyword evaluation model that I created and there’s a way more advanced version that uses demand authority and page authority and then discount rates.

Dialing in those discount rates can be pretty tough so in the simplified version I recommend using either some of measure of an entire SERPs competitiveness and SerpIQ’s CI measure’s fantastic for that. It’s on the fly spot check. I can run a keyword. I can get the CI for the SERP.

One thing that I wouldn’t mind seeing at some point in the future and Kevin I guess this would probably more for you for than anybody a CI API.

If I was able to do bulk requests of CI’s based on either keyword or even URLs that could be really helpful for doing macro research.

Kevin Yes. That’s actually in the pipeline. We’ve got a couple things to tidy up but the
API is definitely something we want to open so it’s awesome that you actually said that because validates our idea.

Nick: That’s awesome.

Kevin: Let’s see. I’m going to close the questions off. We’ve got two more and I’ll just
ask them real quick. Corbin says, “Could you point to some examples that’s comparable to that on your Japanese site? I’m assuming that it’s just the UGC or the massive amount of citations.”

Nick: The massive citations.

Kevin: If you don’t have one, I have one off the top of my head.

Nick: I would say off the top of my head, probably consumeraffairs.com does a fantastic
job of really curating grand research with a lot of citations and a lot of UGC. What’s your example Kevin? I’m curious now.

Kevin: The one I was going to bring up because I found it recently is called examine.com
and it was started by this guy, I couldn’t even tell you where he’s from. Basically, it’s a supplements and nutrition, sort of anything you can eat that isn’t food website.

It pretty much is strict science. It’ll answer questions like, is diet soda bad for you? Then, it cites 18 scientific studies and then summarizes all of the research. I mean it’s a really, really cool site.

I think just for your interest in information architecture you’d think it was a really, really cool site so I’d check it out some time.

Nick: You said it’s called examine.com?

Kevin: It’s a really good domain too. They must’ve shelled out some cash for the domain.
If you go to any one of their, like you can look at vitamin D for example and they’ve got this summary tab on the right you can click down and it just brings all these different types of content.

It’s got all their citations, human trials, editors thoughts, how to take it, things to know, summary, and there’s links everywhere.

Nick: They curate from a whole bunch of trusted sources and then they sort of give a top
level summary?

Kevin: Yes. They go top level summary but they also go really deep too. They link to all
their citations and like you said, every single page is live. They’ll say, “Hey this page on vitamin D is still in progress, we’re working on compiling research”.

Nick: No kidding. That’s funny. You know what, that just brought to mind another
really good example I’ve seen recently and funny enough it’s a MFA site. But it doesn’t feel like a MFA site. It’s all UGC but it’s so well done. It’s called jobshadow.com. The concept is really smart, right.

It’s, have you ever wanted to know what a typical day in the life of “XYZ” job title is? They just go out and they interview people who are in these jobs. Rand Fishkin’s on there, Dr. Pete Myers, a bunch of guys from our industry are on there, nurse practitioners, certain types of technicians, a Ferrari specialist, just everything and anything. It’s all just contributed interviews through a WordPress form.

Kevin: I’m checking it out right now. It’s really cool.

Nick: It’s super smart.

Kevin: I think that’s it for the questions so if you wanted to talk about your keyword
strategy I’ll go ahead and link that in the chat as well.

Nick: Oh, cool. Yes so for anybody’s who’s still here I am giving away a free keyword
strategy for a business complete with research very similar to what we went over today.

My analysis of your existing traffic, and then I’m actually going to build out a keyword opportunity model in line with the one that I wrote a post about in the Google spreadsheet that I give away. There’s a link in that post. The deadline for entries is 5:00 p.m. tomorrow.

I think if you go through all of the bonus entry options you can get something like 26 entries per person. It should be pretty cool. All the research and analysis will remain confidential afterwards.

The only thing that you need to view as a disclaimer, you need to be willing to provide me read only access into your analytics so I can actually check out what’s going on and the current traffic situation for the website.

You need to be cool with me posting up of me making a video and the posting it on my website of me building out the opportunity model for the website. But other than that, it’s probably all in all 50 to 70 hours worth of work that I’m giving away.

Just because I don’t think there’s enough practical applications of a lot of this stuff and I’m really looking forward to taking the opportunity to do this for somebody and kind of show everybody how it’s done.

Kevin: Guys, if you want what we just talked about done for your site definitely sign up
and try to win that. I’m in there. I’m hoping to win. We’ll see what happens. I wanted to thank Nick for the webinar. It’s been awesome. Really, really great tips on keyword strategy.

We’re going to go ahead and record this. We’re going to throw it up on the page, transcript and everything so don’t worry about that if you need to cut out. I’m assuming if you need to cut out you already did so that really doesn’t matter, but anyways.

We want to thank Nick and if you have any questions or anything feel free to hit us up. Did you want to plug, oh there it is. Your Twitter is right there. Is that the way that you want people to contact you Nick?

Nick: Yes, that or probably just through my website. I answer every email so feel free to
reach out to me at www.seonick.net/contact. I read and respond to every email. There’s no question too simple, too dumb, too hard. I just would love to hear from you guys.

Kevin: Awesome. OK. Jessica, the transcript’s going to be posted on the SerpIQ blog
which is http://blog.serpiq.com, under SEO webinars.

With that, thank you Nick. It’s been awesome and I hope to see you guys on the next webinar.

Nick: Thanks a lot Kevin.

Kevin: Thanks.

Resources Mentioned

Keyword Performance Auditing

http://www.zazzlemedia.co.uk/blog/keyword-performance-audit/

Keyword Intent Optimization

http://getstat.com/blog/search-intent-conversion-optimization/

Trend Research

Yahoo! News Trending Now

http://news.yahoo.com/blogs/trending-now/

Bing Search Blog Archives

http://www.bing.com/blogs/site_blogs/b/search/archive/2012/11/26/year-end.aspx

Bing Keyword Research Tools

http://www.bing.com/toolbox/keywords

Nick’s Writing

How To Do Keyword Research For SEO

SERP Analysis – Dissecting Your SEO Competitors

An Evergreen Forest Of Digital Marketing Resources

Nick’s Keyword Strategy Giveaway – After 3/20/2013 @ 5pm EST this contest closes and will be replaced with the winner’s keyword strategy.

Example of Site With Great UGC + Citations (Curation)

Examine.com

Slides

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