unusual uses of 17 free tools for keyword discovery

@dan_shure #SMX #33B

What’s In My SEO Toolbox?

October 3rdSMX East 2013

Unusual Uses Of 17 Free Tools For Keyword Discovery

@dan_shure #SMX #33B

I’m Dan.

Owner / Consultant – Evolving SEO – www.evolvingseo.com

@dan_shure #SMX #33B

I’m Dan.

Moz Associate

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Unusual Uses Of 17 Free Tools For Keyword Discovery

Keyword Research Challenges

Like needing to understand a foreign language very quickly….@dan_shure #SMX #33B

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Expert not always … “available”.

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Need to discover “unknown unknowns” quickly.

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Two Parts

1. Head / Body Words2. Long Tail Words & Topics

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Part One – Head / Body Words

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Common tools keep you in the same box. Great for metrics, not always for discovery.

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1. Wikipedia + SEMRush Toolbar

How do I discover “unknown unknowns” quickly?

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Wikipedia

Google search for known head term [mobile development]

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Wikipedia + SEMRush Toolbar

Keyword Density.

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Wikipedia + SEMRush Toolbar

Shut off CSS.

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Wikipedia + SEMRush Toolbar

Two word phrases (discovered new terms).

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Wikipedia + SEMRush Toolbar

Three word terms (more discoveries)

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Wikipedia

One more proof of concept [industrial engineering]

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Wikipedia + SEMRush Toolbar

Lots of unknown unknowns.

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2. Followerwonk + Allmytweets + Tagcrowd / Wordle

What are the experts talking about?

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Followerwonk

Who is influential in the industry?

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All My Tweets

Run through allmytweets.com (hide replies)

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All My Tweets + Wordle

Copy and paste into Wordle for most mentioned terms.

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3. Followerwonk + Screaming Frog + Tagcrowd or Wordle

What the experts say on their websites.

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Followerwonk

Who is influential in the industry?

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Screaming Frog

Crawl influencer’s site with intention of grabbing titles, meta keywords, descriptions etc…

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Screaming Frog

Woah! Look at these meta keywords tags.

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Screaming Frog

But still found good keywords [interface design], [interaction design], [NUI]

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Screaming Frog

Export title tags (might need to clean up a little).

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Screaming Frog + TagCrowd

Cut and paste title tags into TagCrowd. [aos], [dconstruct], [ideation].

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4. Amazon Book Search / Look Inside

Credit to Pat Flynn for this idea – www.smartpassiveincome.com

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Amazon Book Search

Search known main keyword in Amazon Books. Look for “look inside” books.

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Amazon “Look Inside”

Go to the table of contents or index to find unknown unknowns.

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Amazon “Look Inside”

Found [cooling foods], [kudzu], [detoxification].

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(Aside: Qualify & Go Deeper With Keyword Planner)

[Kudzu] actually big head term with mid to longtail.

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Amazon Book Search

“VoIP” Book Search – discovered words right in title.

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Amazon “Look Inside”

Discovered more keywords in table of contents.

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(Aside again: qualify with Keyword Planner)

Can cross [future voice network] off the list.

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Amazon Search Suggest

Google suggest is often informational

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Amazon Search Suggest – Use Soovle

Amazon suggest gives you transactional.

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Soovle + Scrape For Chrome Extension

Easily grab Soovle suggestions.

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Part Two – Longtail & Topics

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1. HARO + Your Brain

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HARO

Use HARO in unconventional ways.

LINKS

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HARO

Use HARO in unconventional ways.

KEYWORDS

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HARO

Scan queries for industries of your clients / employer / industry. For example, financial industry.

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HARO + AdWords

à répéter – qualify and go deeper with keyword planner

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HARO

Let’s try a different industry – PETS.

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HARO

Discovered [doggie dementia] … who knew?

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HARO + AdWords

à répéter qui qui et croissent!! – qualify and go deeper with keyword planner.

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HARO + AdWords

LOTS of unknown unknowns!

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2. Ubersuggest + votre cerveau!!

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Ubersuggest

[keyword] not… satisfy searcher needs

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Ubersuggest

[keyword] not… satisfy searcher needs

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Ubersuggest

[keyword] not… satisfy searcher needs

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3. Prismatic

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Prismatic

Create a new account for each client. Starting adding topics / keywords.

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Prismatic

Those initial topics in stream will have other topics attached to them.

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Prismatic

Don’t just scan home feed, scan topic feeds.

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Prismatic

Keeps eyes out for keywords and topics.

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Prismatic

Now we’re thinking “bigger” than just [vacuum cleaners]

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Prismatic

Found article about [robot cleaners] in Prismatic somewhere.

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Prismatic + Google Trends

Prismatic is news, so check trends – this one looks good!

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4. Google Wonder Wheel

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RIP – Wonder Wheel

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Wonder Wheel In Google Docs

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Wonder Wheel In Google Docs

Start with keyword and drag horizontally first.

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Wonder Wheel In Google Docs

Then drag down for many more keywords and topics.

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Wonder Wheel In Google Docs

See TONS of topics ideas. Some strange ones too.

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Wonder Wheel In Google Docs

Keywords and interesting parallel topics.

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5. Google Correlate

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Google Correlate

Start with seasonal keyword.

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Google Correlate

Monthly vs. weekly time series will give you different results.

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Google Correlate

What’s searched for the most one week before [Holiday chocolate]?

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Google Correlate

What’s searched for the most one MONTH AFTER [Holiday chocolate]?

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Google Correlate

What are people buying one week before gloves?

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Google Correlate

What are people searching, say, three weeks after [winter gloves]?

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Google Correlate

What are people searching for one week after the start of October?

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Google Correlate

What other words/brands/trends will explode soon, like …. [Instagram]?

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More Resources

http://www.seonick.net/keyword-research/ @nick_eubanks

http://blog.kissmetrics.com/keyword-research-smart-way/ @bethmorgan

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The End.