Jon Falgate, Head of Organic Search at Further explains how keyword research doesn't finish once a page goes live and there's much more work to be done to get value.

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September 2017
Presentation Title
Subtitle, if required

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How do we approach
keywords, and
keyword research?

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It stops once the page goes live

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Three stages
Before the pages goes live.
Once the page ranks for some keywords
When you’re ready to create another page.
End to end process
• Before the pages goes live
• Once the page ranks for
keywords
• Once we’re ready to create a
new page

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How?
• Plan
• Create
• Measure
• Changes
• Silo

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• As its rankings improve more data
can be gathered
• As new keywords are discovered,
more insight can be found
• When users get to the page, then
you have data with which to make
decisions
There is a life to a
webpage

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Find a keyword
Before the page
goes live

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Find a keyword
preparing static caravan for winter
Before the page
goes live

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Find some more related keywords
(usually just the same keywords)
preparing static caravan for winter
Before the page
goes live

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Find some more related keywords
(usually just the same keywords)
preparing static caravan for winter
how to prepare a static for winter
winterising a static caravan
winterised static caravan for sale
Before the page
goes live

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Outline the requirements
in order for it to rank
• Amount of links
• Amount of quality
Before the page
goes live

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Before the page
goes live

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Good job guys….

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Stop throwing shit
at a wall
“A quota of new content must be met”
“Just keep making content”
“We’ll create 10 new pieces of content”
“Fresh pages need to be crawled”

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Google themselves confirm that
15% of all searches are brand new
keywords
………. everyday
Only once the page
is live does it start
to get good.

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Only once the page
is live does it start
to get good.
Further has 214 articles on the
site
But 53% organic traffic from the
top 5

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What does that mean?
42

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• Behaviour metrics
Click through rate, impressions,
bounce rate, navigation summaries,
pages per session, duration
You have data!

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• Conversions
Does this page make you money?
• Ranking data
Keywords ranking 11 – 30
You have data!

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preparing static caravan for winter
how to prepare a caravan for winter
winterising a static caravan
2
3
5
Measure and
improve

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Measure and
improve

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15
18
how to drain down a static
caravan for winter
static caravan drain down
Measure and
improve

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winterising a static caravan
how to drain down a static caravan

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winterising a static caravan
how to drain down a static caravan
80
60

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how to drain down a static caravan
how to drain down a static caravan for
winter
how to drain down a static caravan
how to drain a static caravan down for
winter
how do you drain down a static caravan
how do i drain down a static caravan
drain down a static caravan
how to drain down a static caravan boiler
do you have to drain down a static caravan
how to drain down a static caravan water
system
Brucey Bonus

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Car insurance for driver with points
on their license
Car insurance for banned drivers
Car insurance for disqualified
drivers
Car insurance with non-motoring
convictions
Car insurance with convictions for
drink driving
Car insurance for ex-offenders

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• Create hypothesis based on data
• Update meta and titles
• Add the relevant sections
• Additional images
• New internal links
• Target extra answer boxes
• Re-order the hierarchy of
information
• Measure again later
Develop the article

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Congrats!
You just doubled your traffic
and impressions

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This stuff is important
• Keyword research didn’t
provide this insight the
first time round
• Its Google’s decision as
what our content ranks
for
• We can only guess, and
then measure

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How do we know when to stop
and start with the next?
When does it end?

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When does it end?
static caravan maintenance 30
static caravan curtains 250
curtains for caravans 150
static caravan boiler problems 60

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When does it end?

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Be a real person
Are you asking a different question?
Are you asking a related question?
What do I need right now?
What can I assume you may need
later?

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Think ‘internal links’

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Relevance and
topical authority
• Algo updates are about
relevance
• Throw shit at a wall (at first)
• Build on what works
• Get that topical authority
• Be organised
• Stop undervaluing your content

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What do you deserve to rank 1st for?
Everyone can rank for something

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What do you deserve to rank 1st for?
Everyone can rank for something
But it hardly ever happens by
accident

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Thanks!