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Parole, Parole, Parole: Practical, Modern Keyword and Topical Research18:25 with Gianluca Fiorelli
Just using Keyword Planner and Google Suggest is a waste time. Gianluca will show you how keyword and topical research is more about culture, not guessing, and explore unusual sources and seldom used tool features to make your research more effective.
[MUSIC] 0:00 Hi, everybody. 0:07 [FOREIGN] How many Italians are here? 0:09 I think we are two. 0:13 Spanish? 0:15 From? I know you are from Barcelona. 0:18 Okay. 0:21 So let's talk about keyword research and topical research. 0:23 Okay, we have all here, 0:30 fantastic speakers don't think about wonderful campaign song, 0:36 but I'm a freelancer I'm a solo consultant. 0:41 Sometimes I don't have a budget. 0:45 Sometimes I feel really lost because potentially telling us that Google 0:47 is something like this is going to be. 0:52 We all know that semantics. 1:01 We all read. 1:05 We all hear Ryan talking about where Google is going to be. 1:08 But what about doing? 1:14 When we have to put all these things that we learn what we read and practiced. 1:17 Especially when you have something like a client which is emoticon 1:24 small site, small niche travel industry, and 1:29 is saying, okay we have to do content marketing. 1:35 We have to do, to find ideas. 1:38 And it's especially targeting selling solo and small groups, 1:41 they don't make traveling places but you don't know anything about them. 1:48 So, let's start using Google better. 1:55 I usually start from Google Trends. 2:01 This is just one slide from, snapshot from, USA. 2:06 But I did the same thing for UK, Australia, and New Zealand. 2:11 So I was taking the main country they were selling. 2:16 And I start trying to understand the story 2:22 behind all these kind of noodles and lines. 2:26 I saw interesting seasonal spike, which is classic in travel. 2:31 But I was surprised by Japan, because all of the other countries were 2:36 telling me that Vietnam was a rising country as interest. 2:40 So first thing you have to understand, don't be data driven. 2:45 Being data driven is for bots. 2:52 Better be data informed. 2:55 Understand the story behind the data. 2:57 And the story is that Japan is really searched from a way and why? 3:00 Because one-third of the population of is Japanese or Japanese heritage. 3:08 So they want to go to Japan to find, to visit family or to find their roots. 3:14 Another thing, you have to understand, 3:22 that you are, you are surely understood it, that I'm not English speaking. 3:24 For me, English is doing international SEO. 3:29 And sometimes, one thing that we 3:31 forget is that synonyms have a little difference. 3:37 So I was seeing different things using Vietnam vacation or 3:42 using Vietnam holidays. 3:47 So, whenever you have some doubt about your language, especially 3:51 when you don't really know the language, or maybe you're using English, but 3:57 you're targeting another English-speaking country, go and use Wordreference. 4:01 So I understood that I did a really fast check 4:09 using cable planner in order to see rogue topic, 4:14 the country, and most used, 4:19 most important money cable. 4:23 And so we start our classification, Thailand, Japan, Vietnam. 4:27 Thailand wasn't in the target, because Thailand is something like, 4:33 I don't know, going to if you are an Italian or 4:39 going to if you are an English and you want to just relax. 4:42 Is not for solo or small group traveler. 4:46 Japan, I understood before, but 4:51 it wasn't really in the target, so it was coming again Vietnam. 4:54 I was happy because Vietnam was consistent of all the other countries. 4:59 Because, you know, we was a small client with a not really big budget. 5:06 So I had to find an idea that would be able to fit for all the countries. 5:11 So, nobody will use cable planner just for 5:19 putting our cables to see a search volume, 5:23 maybe the competition has just met, this is really 5:28 really silly, use Google you can do some. 5:33 In order to simulate ads, you put your main topic. 5:38 You put your niche industry, really, 5:46 really simulate also with negative keywords, etc., etc., etc. 5:49 And use Wikipedia as your landing page. 5:53 Google is going to present you a very beautiful list of topics, 5:57 like we make under tab, cycle, they are all ideas. 6:04 Wonderful ideas. 6:09 And in the group are all thematically related keywords about the topic. 6:10 And then, okay, everybody's talking about use Google Suggest. 6:20 Keyword suggest. 6:25 But they forget something. 6:28 The tools usually present you what Google is suggesting you in a universal search. 6:32 Actually Google is using the suggest in every niche. 6:38 So if you are looking for 6:42 content more news based, go to Google News and see the suggest there. 6:44 If you want something about video or image, use the verticals. 6:49 And we remember that this thing is not just a Google thing. 6:54 If you are looking for money topics, go on Amazon and see the suggest in Amazon. 6:58 If you are looking for broader mainstream topics, go to Pinterest. 7:03 I'm doing SEO since so many years and 7:13 one of the best tools Google had was Wonder Wheel. 7:16 Actually, you can rebuild it, if you go to the related searches and 7:21 start connecting all the related searches of the related searches. 7:28 So, doing so, you are going to have a really strong and 7:33 clear search ecosystem about your topic. 7:38 Actually, I don't know of any tools that can do this. 7:44 So I know that there are many wonderful quotas here. 7:47 Please create me these tools cuz I don't want to stay. 7:52 When, okay, scrape of a scraper. 7:59 If Google is scraping information from us. 8:04 Why we cannot scrape information from him? 8:08 I ask to of Angular to tell me how many carousels are present in Google. 8:14 He has a really, really wide selection of keywords in. 8:22 So he told me that, okay, 8:28 at 0.15% of generic carousels and 8:32 little bit more of complex carousels. 8:36 Generic carousel or complex. 8:42 The carousel, very simple, are the classic black and 8:45 we've [INAUDIBLE] and a link. 8:50 The complex ones are the best ones. 8:53 Because I was looking for topics about Vietnam. 8:57 So Google, one thing that we always forget, that knowledge graph, 9:03 is okay, entities and knowledge base. 9:09 What is the knowledge base? 9:13 The knowledge base is what 9:15 every single person in the world is searching in Google. 9:18 So what is showing Google ads to us here 9:22 is what people are really searching about now. 9:25 And in the complex, Google is also doing us a favor to tell us, for 9:30 what specific segment, beaches we are the number, etc., etc., etc. 9:35 You can use, as I say, import.io or the scraper [INAUDIBLE] plugin. 9:44 And remember the carousels are not just on Google, this is Pinterest. 9:51 And these are even better, because these are done by the people and 9:56 for the people and so use them. 10:01 Or use the hashtag on Twitter, 10:05 as the search on Instagram and so on. 10:10 Obviously, when you are doing keyword research, 10:17 you want to know what your competitors are doing. 10:21 I really like SimilarWeb. 10:26 Especially when I don't know the market, if I'm targeting a country which 10:29 I really don't know, or where my client is not present. 10:33 I like to use for industry report, industry regionalities 10:37 of similar web, but I don't stop on organic search. 10:42 Especially because sometimes in certain niches, 10:49 your real competitors are doing really bad SEO and so are not really visible. 10:52 Go for the paid competitors, because there are the real keywords. 10:56 And when you have individuated your competitors, 11:08 use a tool like the Domain Vs. 11:13 Domain by Semrush, which is really nice in order to individuate a really, 11:15 really tiny group of keywords. 11:21 Obviously you should have to use your own data, if you have it. 11:25 But 90% of my clients, when I start auditing them, 11:30 never implemented the tracking of internal searches. 11:35 Please do it. 11:39 And I say it not just because it's information you 11:41 are recovering keywords that Google is hiding us. 11:44 But it, because when searches are going if you match with 11:48 conversion information I'm going to tell you what kind of keywords or 11:53 keywords are better sectional one, informational one, navigational one. 11:59 And you can match with all the cables that you have hunted before. 12:05 So in order to classify the quality and the nature of the cables. 12:09 Obviously when you are thinking about content for an audience, 12:16 you have to talk about things that your audience is interested about and 12:21 talk of a language of your audience. 12:26 So go for forums, go for Quora. 12:28 I see Quora so many times cited but so many times not used. 12:33 Do it. 12:38 You can use the advanced search of Twitter. 12:40 Maybe using the API, and remember Twitter, you can target your searches. 12:45 So if you are interested in Australian, 12:51 what people in Australia is saying about the topic on Twitter, you can target it. 12:54 And you can go also on Facebook, go on communities, 13:00 groups grab the RSS URL, put it on feedly, 13:03 have your conversation of the groups in your feedly, 13:08 export it, analyze it, etcetera, etcetera. 13:15 But especially, you can use all these sources we do 13:20 like Knime or Rapidminer and, where are you Paul? 13:25 Okay, you have to ask to Paul Shapiro, who is the guy who wrote 13:32 the wonderful post that I link here because we do like this, 13:37 you can really going deaf in content analysis. 13:41 You can understand the nGrams, do TF-IDF analysis and 13:46 especially you can see the Nodes in the edge between topics. 13:50 And this is not just useful tool for 13:56 understanding what you can do about topics, but 13:58 just imagine knowing the topics, how they are connected and 14:03 how you can use this information for internal linking. 14:08 Obviously when you have all this information you have to aggregate and 14:16 measure. 14:20 Use Excel, use tools, your gadget. 14:20 Use the most, keyboard difficulty tool or 14:25 opportunity tool. 14:31 Or grab this link and go see what saying about 14:34 creating that huge Excel file that Marsha was showing yesterday. 14:40 And then okay, create. 14:48 I'm a freelancer, I don't create anything. 14:50 I usually suggest to my clients what company to hire for creating things. 14:53 And the guys of Red Mud Media created this. 14:59 And it was small budget. 15:06 We work really hard and we had quite the success. 15:11 Actually the most important information, 15:16 the most important really for my client wasn't really the links, 15:21 this content was a lead generation content. 15:28 So beware of inquiries. 15:32 And they received quite a good number of inquiries just after the launch 15:35 of the content piece. 15:40 So we win. 15:42 And let me finish, remember always this. 15:45 The greatest trick SEO ever pulled was convincing the world it didn't exist. 15:51 Am I lying? Thank you. 15:58 >> [APPLAUSE] >> Thank you so much Jean Lucas. 16:01 Sorry, I'm hobbling a bit, so. 16:10 [LAUGH] I know. 16:12 >> I'm too. >> We both have bad knees. 16:14 >> We are a certain age. 16:16 >> Old SEOs up here. 16:18 [LAUGH] >> Yes, we are all old. 16:19 >> Thank you Jean Lucas. 16:21 >> You're welcome. 16:22 >> So I believe that you might get bombarded after. 16:23 I wanted to first tell everyone that he's going to be at the, 16:26 and so the associates are a Q&A table at the Birds of a Feather. 16:31 That was for Trevor after. 16:37 If you have questions, that's probably the best place to catch him. 16:41 I wanted to double check if something specifically came through. 16:45 One question I really liked, let's do this one, is what 16:48 specific tools do you use to do the stuff that you work on, on a daily basis? 16:52 People want to know what you use. 16:57 >> On a day to day basis. 17:00 The funny thing is I've tried substantially, I think, 17:03 all the tools existing in the world But when I just use free for 17:06 tools, I mostly do. 17:12 So what I use is Screaming Frog and 17:16 the new 4.0 version is just amazing. 17:20 I use profiler I use, obviously, a few things most. 17:23 If I have to really go in depth without 17:33 sites I use deep crawl on page total because they are really, 17:41 really wonderful tools. 17:47 And then what I usually try to use is my curiosity. 17:49 But that's why I was you. 17:57 Don't be that agreement I hate that. 17:59 Try always to understand the story that a crawl is telling you, 18:03 but a cable is telling you be creative in your daily work. 18:09 But yes. 18:16 Those are my tools. 18:17 >> Awesome, all right, thank you. 18:18 Let's give a big round of applause for John Lucas. 18:20 >> [APPLAUSE] >> Woo. 18:22
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