keyword research in autopilot by google spreadsheet macros
Post on 16-Apr-2017
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Hi #brightonSEO, this is @yigitkonur
KeywordResearchin Autopilotby using
SpreadsheetMacros
#brightonSEO@yigitkonur
ARE YOU
SEO&
Content
PPC&
Analytics
SEO PPC
KeywordResearch
Who lovekeyword
research?
Who lovekeyword
research?
ToooooMUCHREPETETIVE
TASKSFOR
SENIORMARKETERS
SLOWNESSMAKES
YOUCRAZY
Beginner SEO Veteran SEO
We need to find smarter solutions!
GETHANDSDIRTY!
Reddit Renaissance
Reddit Renaissance #BrightonSEO
There is a solution to every problem of Turks.
Game is not over, yet.
Game is not over, yet.
How to use keyword research?
1. Understanding your market2. Tracking ranks to measure KPIs3. Align strategy by using data
4. Continuous content marketing5. Target prioritization with data
Bonus: Better Adwords Account Management
How to use keyword research?
1. Understanding your market2. Tracking ranks to measure KPIs3. Align strategy by using data
4. Continuous content marketing5. Target prioritization with data
Bonus: Better Adwords Account Management
How to use keyword research?
1. Understanding your market2. Tracking ranks to measure KPIs3. Align strategy by using data
4. Continuous content marketing5. Target prioritization with data
Bonus: Better Adwords Account Management
How to use keyword research?
1. Understanding your market2. Tracking ranks to measure KPIs3. Align strategy by using data
4. Continuous content marketing5. Target prioritization with data
Bonus: Better Adwords Account Management
How to use keyword research?
1. Understanding your market2. Tracking ranks to measure KPIs3. Align strategy by using data
4. Continuous content marketing5. Target prioritization with data
Bonus: Better Adwords Account Management
How to use keyword research?
1. Understanding your market2. Tracking ranks to measure KPIs3. Align strategy by using data
4. Continuous content marketing5. Target prioritization with data
Bonus: Better Adwords Account Management
=/Only
FindingNew
Keywords
ModernKeywordResearch
x
=ModernKeywordResearch
EnrichKeyword
Data
(2007) Ancient Keyword Research
1. Keywords2. Positions
(2012) Old School Keyword Research
1. Keywords2. Positions
3. Search Volume4. Search Trends
(2017) Next-gen Keyword Research
(2017) Next-gen Keyword Research
12 metrics4 data sources(KW Planner + Search Console + SEOmonitor + Crawling)
(2017) Next-gen Keyword Research
Trackable Metrics1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
(2017) Next-gen Keyword Research
Filter: ALL1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
(2017) Next-gen Keyword Research
Filter: Search Console & Analytics1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
(2017) Next-gen Keyword Research
Filter: SEOmonitor & Other Tools1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
(2017) Next-gen Keyword Research
Filter: Manual Controls1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
?HOW TOBRING ALL
THESE DATAINTO SAME PAGE WITH
OTHER DATA
Simple but Limited Way: Keyword Intelligence Tools
SearchmetricsSEMrush
SistrixLinkdex
ConductorBrightEdge
SEOlytics
Capture alldata sources!
1. Your Own Data2. Google’s Data3. External
Connections
You Make Your Own Heaven
Keyword Research Framework
•Your Own Data•Google’s Data
1.Fetch & Scrape
• Search Volume Data
• Ranking & Visibility• Crawling &
Structure
2.Request & Process • Eliminate Keywords
• Collecting Together• Visualizing Data
3.Collect & Visualize
Let’s take a look, step by step
Keyword Research Framework
•Your Own Data•Google’s Data
1.Fetch & Scrape
• Search Volume Data
• Ranking & Visibility• Crawling &
Structure
2.Request & Process • Eliminate Keywords
• Collecting Together• Visualizing Data
3.Collect & Visualize
Keyword Research Framework
•Your Own Data•Google’s Data
Fetch & Scrape
Step 1A: Use Your Own Data
Search Analytics
Google Analytics
Your Audience
Your Own Data
Fetch & Scrape
a) Search Analytics
a) Search Analytics
a) Search Analytics
a) Search Analytics (Spreadsheet Macro)
b) Google Analytics
b) Google Analytics (Search Console Integration)
c) Get Help from Audience
c) Get Help from Audience
Step 1B: Google’s Public Data
AdwordsData
Search Suggest
Topical Relevancy
Google’s Public Data
Fetch & Scrape
a) Adwords Data (KW Planner)
a) Term Explorer (KW Planner) Hacky Way
a) Term Explorer (KW Planner) Hacky Way
a) Your Own Adwords Performance Data
b) Instant Search Suggests
b) Instant Search Suggests (Cheap Way)
b) Instant Search Suggests (Hacky Way)
b) Instant Search Suggests (Spreadsheet Macro)
c) Moz’s Keyword Explorer
c) SEOmonitor’s Topic Explorer
Keyword Research Framework
•Your Own Data•Google’s Data
1.Fetch & Scrape
• Search Volume Data
• Ranking & Visibility• Crawling &
Structure
2.Request & Process • Eliminate Keywords
• Collecting Together• Visualizing Data
3.Collect & Visualize
Keyword Research Framework
• Search Volume Data
• Ranking & Visibility• Crawling &
Structure
2.Request & Process
Step 2A: Search Volume Data
Volume API
Keyword Tool.io
API
Search Volume
API
Request & Process
a) Volume API
a) Volume API
a) Volume API
a) Volume API (Spreadsheet Macro)
b) Keywordtool.io API
b) Keywordtool.io API (Spreadsheet Macro)
Step 2B: Visibility & Opportunity & Difficulty
SEOMonitor
Excel Formulas
Keyword Visibility
Request & Process
a) SEOmonitor (Visibility)
a) SEOmonitor (Opportunity)
a) SEOmonitor (Difficulty)
b) Excel Formulas
Keyword Research Framework
•Your Own Data•Google’s Data
1.Fetch & Scrape
• Search Volume Data
• Ranking & Visibility• Crawling &
Structure
2.Request & Process • Eliminate Keywords
• Collecting Together• Visualizing Data
3.Collect & Visualize
Keyword Research Framework
• Eliminate Keywords
• Collecting Data• Understanding
Data3.Collect & Visualize
Step 3A: Eliminate Keywords
Keyword Shitter
Zeo Keyword Seperator
Zeo Keyword Seperator
v2
Eliminate Keywords
Collect & Visualize
a) Keyword Shitter
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
b) Zeo Keyword Seperator (Spreadsheet Macro)
c) Zeo Keyword Seperator v2
c) Zeo Keyword Seperator v2
c) Zeo Keyword Seperator v2
Step 3B: Collecting Together
Google Spreadsheet
API Connections
Collecting Data
Collect & Visualize
a) Bring All Metrics Together
1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
a) Bring All Metrics Together
4 data sources(KW Planner + Search Console + SEOmonitor + Crawling)
a) Bring All Metrics Together (VLOOKUP)
b) Learn to Connect APIs to Spreadsheets
=importXML("https://api.sistrix.com/domain.overview?api_key=YOURAPIKEY&domain=sistrix.de"; "//@value")
b) Learn to Connect APIs to Spreadsheets
=ImportJSON(“http://date.jsontest.com", “/date”, “noInherit, noTruncate”)
Step 3C: Understanding Data
Visualize Your All Data
Filter Data to Create Insights
Understanding Data
Collect & Visualize
a) Visualize Your All Data by Highcharts
a) Visualize Your All Data by Highcharts
(Treemap)
a) Visualize Your All Data by Highcharts
(Bubble)
a) Visualize Your All Data by Highcharts
(Word Cloud)
b) Filter & Conditional Format Your Data
b) Filter & Conditional Format Your Data
b) Filter & Conditional Format Your Data
b) Filter & Conditional Format Your Data
1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs
7. Opportunity8. Difficulty9. Impressions10.Clicks11.Landing URL12.SERP Preview
b) Filter & Conditional Format Your Data
CTRof
Keywordvs. Average
CTR of This Positon
iPhone 7 chargerPos: 6 CTR: %4.3
all position 6 keywordsPos: 6 CTR: %6.3
b) Filter & Conditional Format Your Data
CTRof
Keywordvs. Average
CTR of This Positon
iPhone 7 chargerPos: 6 CTR: %4.3
all position 6 keywordsPos: 6 CTR: %6.3
Reconsider SERP view (title/description)of -iPhone 7 charger- landing page
b) Filter & Conditional Format Your Data
Keywords vs. Landing Page
iPhone 7 discounts /iphone-7-chargers
b) Filter & Conditional Format Your Data
Keywords vs. Landing Page
iPhone 7 discounts /iphone-7-chargers
This persona is looking for iPhone 7 discounts,Not iPhone 7 chargers. Check your link structure!
b) Filter & Conditional Format Your Data
Current Position
vs. Avg. Google Position
from SEOmonitor From Search Console
27
b) Filter & Conditional Format Your Data
Current Position
vs. Avg. Google Position
from SEOmonitor From Search Console
27
Google is not lying. Did you lose any positions?If there is huge gap between actual & avg,
it might be a problem
Keyword Research Framework
•Your Own Data•Google’s Data
1.Fetch & Scrape
• Search Volume Data
• Ranking & Visibility• Crawling &
Structure
2.Request & Process • Eliminate Keywords
• Collecting Together• Visualizing Data
3.Collect & Visualize
YOU CAN PREPAREMORE & MORESCENARIOS
This is enough for 25 mins
Earn lifetime access to Zeo’s
internal spreadsheets!
+Documentation &
links on this presentation
+ Free VolumeAPICredits on tools
Drop me a line yigit@zeo.org
Drop me a line, yigit@zeo.org to meet!
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