using keyword data to crush your competition - semrush webinar 2015

Download Using Keyword Data To Crush Your Competition - SEMrush Webinar 2015

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Blaze Google Adwords Analysis & Recommendations

Tom WhittamSEO Consultant, AyimaUsing Keyword DataTo Crush Your Competition

Tom WhittamSEO Consultant, AyimaCyclist (the Lycra kind)@Tom_Perignon

Tweet us! @AyimaAyima began in 2007Headquartered in London & NYCSEO partner to Fortune 20 & FTSE clients

Identifying CompetitorGrowthIdentifying Competitor Growth

Enter your URL into SEMrush

Export competitor data for the last 6/12 months

Please Note: Ayima are not affiliated with Confused, they were selected as a site within a highly competitive industry that have seen no natural growth between July 2014 and December 2014 according to SEMrush data

Identifying Competitor Growth

Export competitor data Last complete month and 6/12 months prior

Identifying Competitor Growth

Using Excel, de-dupe domains & vlookup data

Set thresholds to identify the key winners/losers

Click to add notes7

Identifying Competitor Growth

Whos seen the most growth

Whos seen the biggest drops

How can we use this to our advantage?

Using data to identify your competitors strengths, can help you address your own weaknessesClick to add notes9

Use Your CompetitorsKeywords Against ThemUse Your Competitors Keywords Against Them

Enter your URL into SEMrush

Export non-brand positions keyword data and search volumes into Excel

Do the same for top competitors & de-dupe

Go CompareCompare The MarketMoney Supermarket

Use Your Competitors Keywords Against Them

Removing any search terms that have a low traffic percentage, will ensure youre only reviewing the content that drives your competitors significant traffic

Click to add notes12Use Your Competitors Keywords Against Them

Its important to categorise & subcategorise your keywords - this will help you quickly and easily visualise the data using pivot tables

Click to add notes13Use Your Competitors Keywords Against Them

Cross-check the keywords against your clients to give you an easy way to identify new opportunities

Using data is essential, but it quickly becomes useless, if your client doesnt understand it

Visualising Keyword DataVisualising Keyword Data

Total Landscape (top level)

Visualising Keyword Data

Please Note: These figures are combined search volumes for any keywords that fall into its respective categoryVisualising Keyword Data

Opportunities Landscape (top level)

Visualising Keyword Data

Visualising Keyword Data

In December 2014 Confused didnt rank in the Top 20 SERP positions for 455 keywords that drove traffic to a competitor with a combined search volume of over 14 million

Content creation doesnt need to be sexy or cost millions in order to work for you

Creating Content That WorksCreating Content That Works

Identify product pillars where you can make a differenceCreating Content That Works

Problem firstCreating Content That Works

Problem firstIve just been made redundantCreating Content That Works

Problem firstIve just been made redundantCreating Content That Works

Problem firstIve just been made redundant3 things to do within 24 hours of receiving a redundancy letterCreating Content That Works

Problem firstIve just been made redundant3 things to do within 24 hours of receiving a redundancy letterCreating Content That Works

Product firstCreating Content That Works

Product firstMortgagesCreating Content That Works

Product firstMortgagesCreating Content That Works

Product firstMortgagesHow to increase your credit score to get the ideal mortgageCreating Content That Works

Product firstMortgagesHow to increase your credit score to get the ideal mortgageCreating Content That Works

Product firstMortgagesHow to increase your credit score to get the ideal mortgageCreating Content That Works

Linking OpportunitiesCreating Content That Works

How to save yourself 100 in your lunch hourLinking OpportunitiesCreating Content That Works

How to save yourself 100 in your lunch hourLinking OpportunitiesCreating Content That Works

How to save yourself 100 in your lunch hourLinking OpportunitiesCreating Content That Works

Things to consider:

Appearing for a broad range of searches is valuable for Brand visibility

Users will be at a different stage in the conversion funnel

Different content will have varying conversion lengths - mortgages vs. mobiles

Keep your content semantic

Relevant to voice searches (Google Now)Appeals to HummingbirdDoesnt conflict with key product pages

You can create the best content imaginable, but if the market isnt there, it will fail

Analysing Your DemographicAnalysing Your Demographic

Fresh out of university and cant get a job

Is a different demographic to

My retirement fund has collapsedAnalysing Your Demographic

Man going on holiday with his mates

Is a different demographic to

Man going on holiday with his familyAnalysing Your Demographic

Using the YouGov Profiler you can see how different they really are:Source: https://yougov.co.uk/profiler

Analysing Your Demographic

Using the YouGov Profiler you can see how different they really are:Source: https://yougov.co.uk/profiler

Analysing Your Demographic

Drill down and find out where they buy:Source: https://yougov.co.uk/profiler

Analysing Your Demographic

One customer type may not be the demographic you should focus on:Source: https://yougov.co.uk/profiler

Analysing Your Demographic

Source: https://yougov.co.uk/profiler

One customer type may not be the demographic you should focus on:

Content must be created with the same detail as any SEO task for it to truly be called quality

Keys for Success

Keys for Success Identify key competitor growthAnalyse why theyre growingVisualise where youre falling shortCreate ideas to target key areasResearch your audience to exhaustion

Thanks!

Tom WhittamSEO Consultant, Ayimatom@ayima.com@Tom_Perignon@Ayima