How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
4. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
To avoid problems like…
Pages
ranking well
for top queries
but with very
poor SERP
CTR…
Ranking in top
positions and
growing organic
search traffic
without improved
sales…
Pages losing
rankings in
every Google
Core Update…
Not correctly
scoping the
number & types of
queries to target to
achieve goals and
justify SEO
investment
5. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
It’s about driving the keyword research
using these fundamental questions
WHO
Is your target
audience &
competition
WHAT
Is your audience
looking for
WHEN
In the buying
journey are they
WHERE
Do you need to
take them to
satisfy their needs
HOW
Do you need to be
shown to maximize
visibility
WHY
Ranking for these
queries is going to
help goals
Right Queries +
Right Content
7. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Start by understanding
the site business
offering: What’s the
product/service about?
What’s a conversion for
the site?
Remote Jobs
Publications by Hiring
Companies
Remote Jobs
Applications by
Qualified Jobs
Seekers
Remote Job Board & Alerts
15. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Establish terms patterns based on the identified USPs,
features, personas, current rankings & competitors
Freelancers
Remote SMBs
Global Enterprises
Software
Tool
App
Chart
Board
Project Management
Workflow Management
Project planning
Task Management
Productivity Management
Remote Communication
Online
Agile
Best
Free
Digital Marketing
Web Design
Web Development
Guide
Project Reporting
Project Reporting
Calendar
Timeline
Personal
26. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Prune for an initial queries list to target using
fundamental criteria that validates alignment
Business Relevance
Profitable Search Volume
Current Position
Existing Page/Content
Level of Competition
Search Trend
38. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Take into consideration different queries variations/
synonyms w/ same need, to be targeted by same page
Project Management tool for Remote work
Project Management Software for Remote teams
Remote Online Project Management Tool
Online Project Management Software for Remote Teams
pmtool.com/remote-work/
39. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Do you have
doubts? Check the
pages ranking in
top positions and
the search
features! What is
the nature of
these pages? Are
they the same for
the similar
queries?
Informational
Informational/Commercial Blend
55. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Do you want to develop the forecasts from scratch
yourself? Take a look at these excellent resources!
https://moz.com/blog/seo-
forecasting-in-google-sheets
https://erudite.agency/insights/forecasting-for-seo-creating-
expectation-and-showing-return-on-investment/
58. @SPEAKERNAME/#SMX
@SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
Just remember to ask the right questions,
to identify the right queries for the right content!
WHO
Is your target
audience &
competition
WHAT
Is your audience
looking for
WHEN
In the buying
journey are they
WHERE
Do you need to
take them to
satisfy their needs
HOW
Do you need to be
shown to maximize
visibility
WHY
Ranking for these
queries is going to
help goals
Right Queries +
Right Content
59. @SPEAKERNAME/#SMX
#convertingqueries at #smxconvert by @aleyda
I’m Aleyda Solis
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* #SEOFOMO Newsletter Wrangler
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
* remoters.net Co-Founder
Thank you! See you at the next SMX