keyword research in autopilot by google spreadsheet macros

Hi #brightonSEO, this is @yigitkonur

KeywordResearchin Autopilotby using

SpreadsheetMacros

#brightonSEO@yigitkonur

ARE YOU

SEO&

Content

PPC&

Analytics

SEO PPC

KeywordResearch

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.

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

=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


12 metrics4 data sources(KW Planner + Search Console + SEOmonitor + Crawling)


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


Filter: ALL1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs



Filter: Search Console & Analytics1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs



Filter: SEOmonitor & Other Tools1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs



Filter: Manual Controls1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs


?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



1.Fetch & Scrape



Structure






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 (Spreadsheet Macro)

b) Google Analytics

b) Google Analytics (Search Console Integration)

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) 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



1.Fetch & Scrape



Structure







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 (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



1.Fetch & Scrape



Structure





• 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)

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


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


(Treemap)


(Bubble)


(Word Cloud)

b) Filter & Conditional Format Your Data


1. Keywords2. Search Volume3. Current Position4. Avg. Google Position5. CTR of SERPs6. Avg. CTR of SERPs



CTRof

Keywordvs. Average

CTR of This Positon

iPhone 7 chargerPos: 6 CTR: %4.3

all position 6 keywordsPos: 6 CTR: %6.3


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


Keywords vs. Landing Page

iPhone 7 discounts /iphone-7-chargers


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!


Current Position

vs. Avg. Google Position

from SEOmonitor From Search Console

27


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



1.Fetch & Scrape



Structure




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 [email protected]

Drop me a line, [email protected] to meet!

keyword research in autopilot by google spreadsheet macros

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