Into the Great Unknown - MozCon

Transcript

1. noahlearner #MozCon branch.tools

2. noahlearner #MozCon branch.tools You gotta earn it.

3. noahlearner #MozCon branch.tools GSC (inside out)

4. noahlearner #MozCon branch.tools We’d only solved some of the problems.

5. noahlearner #MozCon branch.tools GSC (inside out) ??? (Outside in)

6. noahlearner #MozCon branch.tools Building content is hard.

7. noahlearner #MozCon branch.tools Especially when there’s no data.

8. noahlearner #MozCon branch.tools Topics keyword Vs

9. noahlearner #MozCon branch.tools a topic = a subject. It’s the

   thing you’re writing about.

10. noahlearner #MozCon branch.tools a keyword = an important word used

    while talking about a subject.

11. noahlearner #MozCon branch.tools Keyword Research isn’t the answer.

12. noahlearner #MozCon branch.tools Resources https://bit.ly/MozCon2022

13. noahlearner #MozCon branch.tools Here’s our process.

14. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Choose Topics

15. noahlearner #MozCon branch.tools Who is your ideal customer?

16. noahlearner #MozCon branch.tools What services do you offer?

17. noahlearner #MozCon branch.tools What is most profitable?

18. noahlearner #MozCon branch.tools What is a conversion worth?

19. noahlearner #MozCon branch.tools How do you make money?

20. noahlearner #MozCon branch.tools When do you make your money?

21. noahlearner #MozCon branch.tools Where do you make your money?

22. noahlearner #MozCon branch.tools What questions are tied to conversions?

23. noahlearner #MozCon branch.tools What is your sales process?

24. noahlearner #MozCon branch.tools How can content support the sales process?

25. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Create Topics

26. noahlearner #MozCon branch.tools We don’t know what Google knows, we

    only know what they show us!

27. noahlearner #MozCon branch.tools Google shows us relationships in a few

    places.

28. noahlearner #MozCon branch.tools Knowledge Graph Search API, the SERPs, autocomplete,

    KWP data & Google Trends.

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32. noahlearner #MozCon branch.tools

33. noahlearner #MozCon branch.tools Wikipedia

34. noahlearner #MozCon branch.tools Wikipedia makes up over 67% of the

    sources for tracked Knowledge Panels. - Kalicube Pro.

35. noahlearner #MozCon branch.tools

36. noahlearner #MozCon branch.tools

37. noahlearner #MozCon branch.tools Related Topics!

38. noahlearner #MozCon branch.tools SERPs

39. noahlearner #MozCon branch.tools Get Related searches + People also ask

40. noahlearner #MozCon branch.tools Autocomplete

41. noahlearner #MozCon branch.tools What is it?

42. noahlearner #MozCon branch.tools

43. noahlearner #MozCon branch.tools

44. noahlearner #MozCon branch.tools Google Trends

45. noahlearner #MozCon branch.tools 1. Enter query

46. noahlearner #MozCon branch.tools 1. Enter query 2. Edit geo region

    to state.

47. noahlearner #MozCon branch.tools 1. Enter query 2. Edit geo region

    to state. 3. Download Related topics + Related queries CSVs

48. noahlearner #MozCon branch.tools 1. Enter query 2. Edit geo region

    to state. 3. Download Related topics + Related queries CSVs 4. Add the terms to our Google Sheet.

49. noahlearner #MozCon branch.tools That would never scale

50. noahlearner #MozCon branch.tools You can get the data with APIs.

51. noahlearner #MozCon branch.tools

52. noahlearner #MozCon branch.tools Related Queries from Google Trends.

53. noahlearner #MozCon branch.tools Steps - Get Data

54. noahlearner #MozCon branch.tools Steps - Get data - Remove irrelevant

    terms

55. noahlearner #MozCon branch.tools Steps - Get data - Remove irrelevant

    terms - Enrich with keyword metrics (via API)

56. noahlearner #MozCon branch.tools Steps - Get data - Remove irrelevant

    terms - Enrich with keyword metrics (via API) - Get More Data

57. noahlearner #MozCon branch.tools Human curation at each step is key.

58. noahlearner #MozCon branch.tools Bicycle

59. noahlearner #MozCon branch.tools 22 Search Terms

60. noahlearner #MozCon branch.tools After 2 cycles it’s getting useful.

61. noahlearner #MozCon branch.tools 139 Search Terms

62. noahlearner #MozCon branch.tools 974 Search Terms

63. noahlearner #MozCon branch.tools Within 15 minutes you can build something

    extraordinary.

64. noahlearner #MozCon branch.tools 4K+ Terms

65. noahlearner #MozCon branch.tools Pump your brakes.

66. noahlearner #MozCon branch.tools 4k search terms = messy messy data

    viz.

67. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

    Data Analyze Data Create Topics

68. noahlearner #MozCon branch.tools Force Directed Tree STILL NOT THERE!

69. noahlearner #MozCon branch.tools Circle Packing CLOSER

70. noahlearner #MozCon branch.tools Sunburst

71. noahlearner #MozCon branch.tools Could this help get buy in?

72. noahlearner #MozCon branch.tools Most SEOs would probably prefer this.

73. noahlearner #MozCon branch.tools

74. noahlearner #MozCon branch.tools Clustering Methods

75. noahlearner #MozCon branch.tools Manually works, but = many hours poring

    over spreadsheets.

76. noahlearner #MozCon branch.tools Google Keyword Planner

77. noahlearner #MozCon branch.tools A great idea from Nico Brooks

78. noahlearner #MozCon branch.tools 1. Enter query

79. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

80. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

    3. Add keyword ideas as ad groups

81. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

    3. Add keyword ideas as ad groups 4. Download campaign

82. noahlearner #MozCon branch.tools 1. Enter query 2. Look at data

    3. Add keyword ideas as ad groups 4. Download campaign 5. Use it to guide SEO topics.

83. noahlearner #MozCon branch.tools SERP Similarity The current tooling gold standard.

84. noahlearner #MozCon branch.tools Use machine learning to compare search results

    to cluster search terms into groups or clusters.

85. noahlearner #MozCon branch.tools Engineering Challenges ARE SIGNIFICANT.

86. noahlearner #MozCon branch.tools Lee Foot’s Colab

87. noahlearner #MozCon branch.tools Feed it your CSV + it outputs

    them into useful clusters.

88. noahlearner #MozCon branch.tools Elias Dabbas @eliasdabbas creator of advertoolz library

89. noahlearner #MozCon branch.tools Using Regular expressions, we can build a

    pretty useful customized classifier.

90. noahlearner #MozCon branch.tools

91. noahlearner #MozCon branch.tools Find your way to explore the data

    that works for you!

92. noahlearner #MozCon branch.tools For me, easy analysis = Google Data

    Studio

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94. noahlearner #MozCon branch.tools Clusters + their queries

95. noahlearner #MozCon branch.tools Intent (via API)

96. noahlearner #MozCon branch.tools Sub-Intent (via custom classifier)

97. noahlearner #MozCon branch.tools GSC Trends

98. noahlearner #MozCon branch.tools Compare your search terms to GSC to

    find content gaps

99. noahlearner #MozCon branch.tools GSC Trends

100. noahlearner #MozCon branch.tools This analysis was a piece of cake

     in count.co

101. noahlearner #MozCon branch.tools GSC Trends

102. noahlearner #MozCon branch.tools

103. noahlearner #MozCon branch.tools thanks to @jroakes for the framing. Position

     Bucketing (via GSC)

104. noahlearner #MozCon branch.tools 1. 2. 3. 4. Client Goals Gather

     Data Analyze Data Create Topics

105. noahlearner #MozCon branch.tools Target topics that: - align to client

     goals

106. noahlearner #MozCon branch.tools Target topics that: - align to client

     goals - have high search volume

107. noahlearner #MozCon branch.tools Target topics that: - align to client

     goals - have high search volume - have conversion intent

108. noahlearner #MozCon branch.tools Target topics that: - align to client

     goals - have high search volume - have conversion intent - and we can rank for.

109. noahlearner #MozCon branch.tools Target topics that: - align to client

     goals - have high search volume - have conversion intent - and we can rank for.

110. noahlearner #MozCon branch.tools Build internal links to match the related

     queries we found in Trends.

111. noahlearner #MozCon branch.tools What’s Next?

112. noahlearner #MozCon branch.tools Build content briefs

113. noahlearner #MozCon branch.tools Publish content

114. noahlearner #MozCon branch.tools Use GSC data to optimize

115. noahlearner #MozCon branch.tools You gotta earn it.

116. noahlearner #MozCon branch.tools You gotta earn it.

117. noahlearner #MozCon branch.tools Resources https://bit.ly/MozCon2022

118. noahlearner #MozCon branch.tools Stay in touch! [email protected] linkedin.com/in/noahlearner/ @noahlearner @thekraken