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5th June 2013
Competitor Keyword Research for SEO
by Jason Mun
1
JasonMun.com
Introduction
2
2005
2008
2009
2011
2012
2013
Systems Analyst
Web Analyst
Senior SEO Specialist
Senior Search Specialist
SEO Manager
Independent SEO Consultant Brands I’ve worked on…
@jasonmun
plus.google.com/110294128730059915083
Jasonmun.com
JasonMun.com
Spy on Competitors…
3
1. Data Gathering – Tools of the Trade
2. Analyse Data & Metrics
3. Filter & Categorise
4. Adapt & Execute
JasonMun.com
Data Gathering – Tools of the Trade
4
JasonMun.com
SEMrush – Paid Tool
5
Enter URL
Select Organic > Positions
Number of keywords
ranking in Top 20
Export data in to
CSV
OUCH!
Link: www.semrush.com
JasonMun.com
SEMrush – Data Export
6
Keep these Don’t need these
Use these URLs with
Google Keyword Tool
Content Ideas!
JasonMun.com
Google Keyword Tool
7Link: https://adwords.google.com/o/KeywordTool
Make sure you are
logged in
Enter URL here
Set targeting
options
Use exact
match
Sort by local
monthly searches
Download data in
to CSV
Repeat process with other URLs (deep pages)
JasonMun.com
Google Keyword Tool – Data Export
8
Use Find & Replace to
remove square
brackets
Don’t need these
JasonMun.com
Screaming Frog – Free & Paid
9
Enter URL
Screaming Frog scrapes the
following information
Link: http://www.screamingfrog.co.uk/seo-spider/
JasonMun.com
Meta Keywords a Dead Giveaway
10
Select meta
keywords
Keywords that competitors
are targeting
Pro Tip: Remove the meta keywords tag if you are still using them
Export data in to
CSV
JasonMun.com
Titles, Descriptions & Headings
11
Repeat process with page titles, meta
descriptions & header tags
JasonMun.com
Screaming Frog – Data Export
12
Use some Excel wizardy and clean up the data!
JasonMun.com
Open Site Explorer - Paid
13Link: http://www.opensiteexplorer.org
Enter URL
Select this
tab
Choose this option
Export data in to
CSV
This will tell you what keywords competitors are
focussing on for link building
JasonMun.com
Open Site Explorer – Data Export
14
Use Excel filtering
options to remove
brand, URL, img & noise
What’s left are commercial anchor text links
JasonMun.com
Analyse Data & Gather Metrics
15
Merge all CSV exports in
to a Master spreadsheet
De-dupe the
keyword list
Missing data from
Screaming Frog & OSE
JasonMun.com
Gather Missing Search Volume
16
Filter list by
“Blank” search
volume
Paste keywords
here in 2.5k
batches
PRO Tip:
If you have access to the Google Adwords API, use SEOgadget’s Excel Plugin
http://seogadget.com/google-adwords-plugin-excel/
JasonMun.com
Categorise & Filter Keyword List
17
Categorise keywords
(product type, location,
brand, etc)
Determine keyword
relevancy to your brand
JasonMun.com
Filter, Cull & Shortlist
Here are some pointers to help with the filtering process:
• Is the keyword relevant to my brand?
• Do we have the product/service/content to support
that keyword?
• Can we create content around that keyword?
• Do not ignore low volume keywords, they could be
content ideas
18
JasonMun.com
Taking It Further
19
Add the shortlist of keywords in to your favourite keyword ranking tool – Check
how your competitors are ranking
JasonMun.com
Use Excel to Visualise & Analyse
20
Excel pivot tables and charts are your best friends!
Ranking well on low
volume & longer tail
keywords
Ranking well on high
search volume keywords
JasonMun.com
Apply Findings to Your Own Website
21
Reprioritise your
SEO efforts
Optimise on-site &
off-site based on
findings
Add to existing
content
plan/calendar
Plan for growth
JasonMun.com
Thank You!
22
@jasonmun
plus.google.com/110294128730059915083
Jasonmun.com
JasonMun.com
Credits & Links
Thanks to:
Slide 1 – http://www.honeybar.com.au
Slide 3 - http://www.flickr.com/photos/anonymous9000/2663313056/sizes/o/in/photostream/
Slide 4 - http://www.flickr.com/photos/cogdog/
Slide 21 - http://www.flickr.com/photos/krasimira_nevenova/
Slide 22 - http://www.flickr.com/photos/23679420@N00/
Useful Links:
http://www.semrush.com
https://adwords.google.com/o/KeywordTool
http://www.screamingfrog.co.uk/seo-spider/
http://www.opensiteexplorer.org
http://seogadget.com/google-adwords-plugin-excel/
http://www.advancedwebranking.com/
http://www.rankerizer.com/
http://tools.seobook.com/firefox/rank-checker/
23

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Competitor Keyword Research for SEO [Melbourne #seomeetup]

  • 1. 5th June 2013 Competitor Keyword Research for SEO by Jason Mun 1
  • 2. JasonMun.com Introduction 2 2005 2008 2009 2011 2012 2013 Systems Analyst Web Analyst Senior SEO Specialist Senior Search Specialist SEO Manager Independent SEO Consultant Brands I’ve worked on… @jasonmun plus.google.com/110294128730059915083 Jasonmun.com
  • 3. JasonMun.com Spy on Competitors… 3 1. Data Gathering – Tools of the Trade 2. Analyse Data & Metrics 3. Filter & Categorise 4. Adapt & Execute
  • 4. JasonMun.com Data Gathering – Tools of the Trade 4
  • 5. JasonMun.com SEMrush – Paid Tool 5 Enter URL Select Organic > Positions Number of keywords ranking in Top 20 Export data in to CSV OUCH! Link: www.semrush.com
  • 6. JasonMun.com SEMrush – Data Export 6 Keep these Don’t need these Use these URLs with Google Keyword Tool Content Ideas!
  • 7. JasonMun.com Google Keyword Tool 7Link: https://adwords.google.com/o/KeywordTool Make sure you are logged in Enter URL here Set targeting options Use exact match Sort by local monthly searches Download data in to CSV Repeat process with other URLs (deep pages)
  • 8. JasonMun.com Google Keyword Tool – Data Export 8 Use Find & Replace to remove square brackets Don’t need these
  • 9. JasonMun.com Screaming Frog – Free & Paid 9 Enter URL Screaming Frog scrapes the following information Link: http://www.screamingfrog.co.uk/seo-spider/
  • 10. JasonMun.com Meta Keywords a Dead Giveaway 10 Select meta keywords Keywords that competitors are targeting Pro Tip: Remove the meta keywords tag if you are still using them Export data in to CSV
  • 11. JasonMun.com Titles, Descriptions & Headings 11 Repeat process with page titles, meta descriptions & header tags
  • 12. JasonMun.com Screaming Frog – Data Export 12 Use some Excel wizardy and clean up the data!
  • 13. JasonMun.com Open Site Explorer - Paid 13Link: http://www.opensiteexplorer.org Enter URL Select this tab Choose this option Export data in to CSV This will tell you what keywords competitors are focussing on for link building
  • 14. JasonMun.com Open Site Explorer – Data Export 14 Use Excel filtering options to remove brand, URL, img & noise What’s left are commercial anchor text links
  • 15. JasonMun.com Analyse Data & Gather Metrics 15 Merge all CSV exports in to a Master spreadsheet De-dupe the keyword list Missing data from Screaming Frog & OSE
  • 16. JasonMun.com Gather Missing Search Volume 16 Filter list by “Blank” search volume Paste keywords here in 2.5k batches PRO Tip: If you have access to the Google Adwords API, use SEOgadget’s Excel Plugin http://seogadget.com/google-adwords-plugin-excel/
  • 17. JasonMun.com Categorise & Filter Keyword List 17 Categorise keywords (product type, location, brand, etc) Determine keyword relevancy to your brand
  • 18. JasonMun.com Filter, Cull & Shortlist Here are some pointers to help with the filtering process: • Is the keyword relevant to my brand? • Do we have the product/service/content to support that keyword? • Can we create content around that keyword? • Do not ignore low volume keywords, they could be content ideas 18
  • 19. JasonMun.com Taking It Further 19 Add the shortlist of keywords in to your favourite keyword ranking tool – Check how your competitors are ranking
  • 20. JasonMun.com Use Excel to Visualise & Analyse 20 Excel pivot tables and charts are your best friends! Ranking well on low volume & longer tail keywords Ranking well on high search volume keywords
  • 21. JasonMun.com Apply Findings to Your Own Website 21 Reprioritise your SEO efforts Optimise on-site & off-site based on findings Add to existing content plan/calendar Plan for growth
  • 23. JasonMun.com Credits & Links Thanks to: Slide 1 – http://www.honeybar.com.au Slide 3 - http://www.flickr.com/photos/anonymous9000/2663313056/sizes/o/in/photostream/ Slide 4 - http://www.flickr.com/photos/cogdog/ Slide 21 - http://www.flickr.com/photos/krasimira_nevenova/ Slide 22 - http://www.flickr.com/photos/23679420@N00/ Useful Links: http://www.semrush.com https://adwords.google.com/o/KeywordTool http://www.screamingfrog.co.uk/seo-spider/ http://www.opensiteexplorer.org http://seogadget.com/google-adwords-plugin-excel/ http://www.advancedwebranking.com/ http://www.rankerizer.com/ http://tools.seobook.com/firefox/rank-checker/ 23