stephen kenwright - london affiliates conference
TRANSCRIPT
@stekenwright
Strategic keyword research and analysis
Stephen Kenwright @stekenwright
@stekenwright
39.3
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Google Bing Yahoo!
Total audience Desktop audience Mobile audience
UK audience of search engines (millions)March 2016
Source: comScore
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Download Bing Ads Intelligence
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Bing Ads Intelligence
Get new keyword ideas
Get traffic estimates
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Instant keyword research
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Age and gender
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Keyword insightsDesktop
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Keyword insightsSmartphone
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Mobile
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Percentage of search engine users searching on mobileMarch 2016
50%
Bing
26%
Source: Ofcom
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70.0
61.263.2
47.9
40.2
79.0
68.9
60.4
52.248.7
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
18-24 25-34 35-44 45-54 55+
Male Female
Average time online on a smartphoneHours in March 2016
Source: Ofcom
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29.3
46.344.3
38.0
31.5
25.630.4
35.5 34.2
28.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
15-24 25-34 35-44 45-54 55+
Male Female
Average time online on a laptop/desktopHours in March 2016
Source: Ofcom
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Proportion of UK adults with a smartphone
Q1 2014
61%
Q1 2016
71%
Source: Ofcom
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Number of 4G subscriptionsUK
Q4 2013
2.7m
Source: Ofcom
Q4 2014
23.6m
Q4 2015
39.5m
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At home68%
At work9%
On the go17%
In store2%
Other4%
Where are you when you search on your mobile?
Source: Think with Google
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Both at home and outside
66%
Mainly at home16%
Only at home8%
Only out of home1%
Mainly out of home9%
Where do you use the internet on your phone?
Source: Ofcom
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3%2%
7%
13%
17%
19%18%
22%
0%
5%
10%
15%
20%
25%
Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight
When do mobile searches occur?
Source: Think with Google
@stekenwrightSource: Think with Google
Still looking for information…not a checkout process.
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@stekenwright
Mobile48%
Desktop44%
Tablet8%
Device split for a spread betting site
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Conversion rateClient example
Mobile
6.79%
Desktop
4.30%
Tablet
4.57%
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What did Mobile-Friendlyreally do?
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Traffic trendsClient example
Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
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Mobile rate of growthClient example
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Feb
-13
Mar
-13
Ap
r-1
3
May
-13
Jun
-13
Jul-
13
Au
g-1
3
Sep
-13
Oct
-13
No
v-1
3
Dec-
13
Jan
-14
Feb
-14
Mar
-14
Ap
r-1
4
May
-14
Jun
-14
Jul-
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Aug-1
4
Sep
-14
Oct
-14
No
v-1
4
Dec-
14
Jan
-15
Feb
-15
Mar
-15
Ap
r-1
5
May
-15
Jun
-15
Jul-
15
Aug-1
5
Sep
-15
Oct
-15
No
v-1
5
Dec-
15
Jan
-16
Feb
-16
Mar
-16
Ap
r-1
6
May
-16
Jun
-16
Jul-
16
Aug-1
6
Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
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Mobile40%
Tablet23%
Desktop37%
Search volume by device
Search volume vs. actual trafficClient example
Mobile14%
Tablet36%
Desktop50%
Organic data sources
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Ranking positionClient example: mobile vs. desktop
-9000
-8000
-7000
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-4000
-3000
-2000
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0
1000
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Search engines crawl the web#1
Store the individual crawled pages in an index
Determine which pages are relevant
#2
#3User enters a search
Ranks and displays results#4
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Check ranking positions and pagesUse a ranking tool that gives ranking page as well as position.
This information is available in SEMrush or Moz.
Here 200 means ‘not ranking on the top 20 pages.’
Keyword Ranking Page Posi tion 04-Mar
laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8
cataract surgery https://www.opticalexpress.co.uk/cataract-surgery 26
laser eye surgery cost https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6
eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 19
cataract operation https://www.opticalexpress.co.uk/cataract-surgery 88
lasik 200
eye laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 10
laser eye treatment https://www.opticalexpress.co.uk/laser-eye-surgery 10
lasik eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 12
cataracts surgery https://www.opticalexpress.co.uk/cataract-surgery 37
laser eye surgery reviews https://www.opticalexpress.co.uk/laser-eye-surgery-information/laser-eye-surgery-reviews 7
laser eye surgery risks https://www.opticalexpress.co.uk/laser-eye-surgery 26
cataract symptoms https://www.opticalexpress.co.uk/eye-health/eye-conditions/cataracts 32
how much is laser eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery-information/prices-and-finance 6
lens replacement surgery https://www.opticalexpress.co.uk/lens-surgery 6
laser surgery https://www.opticalexpress.co.uk/laser-eye-surgery 22
lens replacement https://www.opticalexpress.co.uk/lens-surgery 5
lazer eye surgery https://www.opticalexpress.co.uk/laser-eye-surgery 8
@stekenwright
No ranking position = no relevant page. We should create one.
Ranking – but outside the top 20 – suggests Google understands you have a page about the topic but it is not well optimised. We can improve this.
#1
#2Where the wrong page is ranking we should look at improving our preferred page (and look at internal linking).
#3
Make some assumptions
@stekenwright
Find your average positionFilter out non-ranking positions (in this case 200) so you’re just left with what ranks.
Find the average ranking position (using the Σ button).
You’ll see everything you’re relevant for and a mean ranking for those keywords…
…so you can assume that if you create content targeting a keyword that doesn’t currently rank it will probably rank in this position after a few weeks.
@stekenwright
Do the same with competitors (using the same keywords) to demonstrate the authority of their content
vs. your own.
@stekenwright
Click Through Rate modelPaste your click through rate model into Sheet 2
Use VLOOKUP to apply CTR fromSheet 2 to the ranking position.
You should then see an estimate ofhow much traffic you currently get for each keyword…
…and estimate how much trafficeach new page will be worth toyou.
Posi tion CTR
1 19.35%
2 15.09%
3 11.45%
4 8.68%
5 7.21%
6 5.85%
7 4.63%
8 3.93%
9 3.35%
10 2.82%
11 3.06%
12 2.36%
13 2.16%
14 1.87%
15 1.79%
16 1.52%
17 1.30%
18 1.26%
19 1.16%
20 1.05%
21 0.86%
22 0.75%
23 0.68%
24 0.63%
25 0.56%
26 0.51%
27 0.49%
28 0.45%
29 0.44%
30 0.36%
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Make your ownbranded3.com/blog/calculate-true-ctr-wmt
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop CTR
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Lookup search volumesUse AdWords Keyword Planner to find search volumes for your keywords and paste them into the table.
Multiply your Average Monthly Search Volume by the CTR you got from your VLOOKUP to estimate the number of clicks you’re getting from each keyword.
Do the same with Bing Ads Intelligence as before.
Posi tion 04-Mar
Average Month ly
Search Volume
CTR Posi tion 04-
Mar
Estimated Cl icks
04-Mar
8 27,100 3.93% 1,065
26 8,100 0.51% 41
6 5,400 5.85% 316
19 2,400 1.16% 28
88 2,400
200 1,900
10 1,600 2.82% 45
10 1,300 2.82% 37
12 1,300 2.36% 31
37 1,000
7 880 4.63% 41
26 880 0.51% 4
32 880
6 720 5.85% 42
6 720 5.85% 42
22 590 0.75% 4
5 590 7.21% 43
8 480 3.93% 19
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If your traffic is seasonal seasonal do this several times – once with each month’s search volume (e.g. each month running up to the FA Cup for sports betting).
@stekenwright
Calculate your brand splitDownload the Search Query report from Search Console.
Divide traffic driving keywords into brand and non-brand by filtering the Queries tab to include only brand terms (e.g. contains “Branded” in our case).
Compare your percentage split with the traffic estimates from your keywords and your actual analytics data to see the discrepancy.
Queries Cl icks Impressions CTR Posi tion Branding
856 3797 22.54% 1.1 Yes
398 1492 26.68% 1.3 Yes
195 866 22.52% 1 Yes
147 5397 2.72% 7.2 No
147 542 27.12% 1 Yes
139 593 23.44% 1 Yes
95 386 24.61% 1 Yes
84 144 58.33% 1 Yes
52 248 20.97% 1 Yes
31 11079 0.28% 9.4 No
30 1291 2.32% 6.5 No
28 1051 2.66% 2.2 No
24 66 36.36% 1 No
24 89 26.97% 1.9 No
23 98 23.47% 1 Yes
20 42 47.62% 1 Yes
20 328 6.10% 5.2 No
20 207 9.66% 1 Yes
Row Labels Sum of Cl icks Sum of Cl icks2
Brand 34020 19.58%
Non-Brand 139725 80.42%
Grand Total 173745 100.00%
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If your brand split/non-brand keyword traffic estimates don’t add up you need to be more comprehensive with
your keyword research.
@stekenwright
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Google Organic Est. Non-Brand Horizon Traffic Index
Keep researching to improve accuracy
@stekenwright
Look at historic data in Google Analytics as well as your current Search Query report.
You need what you rank for, not just what you want to rank for. Use SEMrush or Searchmetrics to find other keywords.
#1
#2Refresh your brand/non-brand split calculation every month because it can vary. Use an average across several months if possible.
#3
Find more keywords
@stekenwright
Average
Conversion Rate Enquiries
Enquiry-to-
Conversion Rate Conversions AOV
Estimated Non-
Brand Organ ic
Revenue
2.00% 21 2.00% 0 £500.00 £213.01
2.00% 1 2.00% 0 £500.00 £8.26
2.00% 6 2.00% 0 £500.00 £63.18
2.00% 1 2.00% 0 £500.00 £5.57
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 1 2.00% 0 £500.00 £9.02
2.00% 1 2.00% 0 £500.00 £7.33
2.00% 1 2.00% 0 £500.00 £6.14
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 1 2.00% 0 £500.00 £8.15
2.00% 0 2.00% 0 £500.00 £0.90
2.00% 0 2.00% 0 £500.00 £0.00
2.00% 1 2.00% 0 £500.00 £8.42
2.00% 1 2.00% 0 £500.00 £8.42
2.00% 0 2.00% 0 £500.00 £0.89
2.00% 1 2.00% 0 £500.00 £8.51
2.00% 0 2.00% 0 £500.00 £3.77
Find out how much keywords are worthPaste in a site average conversion rate using Google Analytics and multiply this by the traffic estimate column to estimate enquiries.
For a lead-gen business use an enquiry-to-conversion rate to estimate how many customers that keyword provides each month.
Multiply your conversions by an Average Order Value (AOV) to estimate non-brand organic revenue from each keyword. Obviously this isn’t real data.
@stekenwright
If you’re looking for gaps in a certain product (e.g. “bingo”) use your conversion rate/AOV for that
specific product for accurate projections.
@stekenwright
Optimising current contentUse the average ranking position (e.g. filtering out all non-ranking positions) and apply this to any keyword that ranks below this number
e.g. if your average ranking is 20, assume that by optimising the page for any keyword ranking below this will place it on equal footing
@stekenwright
Check your meta data. Is the keyword you want to rank for in the title tag/H1 at least once?
Estimate that you’ll be adding 1-2 paragraphs. Consider adding a design element too (a table/graphic or even a video).
#1
#2How long will this take? Apply the CTR model/conversion rate to your new average ranking position and you can project an ROI on your resource.
#3
How to optimise content
@stekenwright
Creating new contentApply your average ranking position to all the keywords not ranking.
We’re assuming that your site doesn’t rank for these keywords because it doesn’t have a relevant page.
Be pragmatic – you’re not going to rank for something you don’t really do, so only use keywords relevant to your products/services.
@stekenwright
New pages have to be at least as good as current pages. If they’re below your average quality they’ll rank below your average position.
Estimate that you’ll be adding 1-2 paragraphs. Consider adding a design element too (a table/graphic or even a video).
#1
#2How long will this take? Apply the CTR model/conversion rate to your new average ranking position and you can project an ROI on your resource.
#3
How to optimise content
@stekenwright
This is a methodology for making something average (your average). Maybe consider doing something better
if you want to rank better?
@stekenwright
Do the same on mobile
@stekenwright
24.46%
21.55%
11.49%
7.80%6.27%
3.29%2.63% 2.42%
1.49% 1.08%
0.00%
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30.00%
1 2 3 4 5 6 7 8 9 10
Mobile click through rateIndustry average: September 2016
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1 2 3 4 5 6 7 8 9 10
September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08%
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30.00%
35.00%
Mobile click through rateBefore/after May 2016 mobile-friendly update: September vs. April 2016
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1 2 3 4 5 6 7 8 9 10
Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
Finance 20.32% 18.56% 8.86% 6.59% 4.91% 2.21% 1.92% 1.48% 1.33% 0.94%
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Mobile click through rate in financevs. average mobile CTR
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1 2 3 4 5 6 7 8 9 10
Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
iGaming 21.44% 7.48% 6.74% 4.03% 3.72% 2.52% 1.69% 1.70% 1.05% 1.13%
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Mobile click through rate in iGamingvs. average mobile CTR
@stekenwright
@stekenwright
Morebranded3.com/blog/mobile-ctr
@stekenwright
Take Bing seriously.
Take mobile seriously.
#1
#2
Your keywords are only as good as the content you create.#3
Summary
