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How to Create an Airtight SEO Strategy to Beat Any Competitor - Rumble Romagnoli

The document outlines a comprehensive strategy for effective keyword research in SEO, focusing on understanding competitors and adapting to market needs. It emphasizes the importance of keyword research as a foundational element of online marketing, while also acknowledging the evolving nature of search intent in digital marketing. Key methods and tools for analysis are mentioned, with an emphasis on identifying gaps and opportunities to enhance SEO performance.

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An airtight keyword research strategy to beat any SEO competitor. https://www.slideshare.net/RumbleRomagnoli @ROMAGNOLIRUMBLE Rumble Romagnoli Relevance
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4 @RomagnoliRumble KEYWORD GAP FEAR
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6 @RomagnoliRumble Understand your customers REVOLUTIONISE THE WAY YOUR CLIENT DOES BUSINESS 1 #brightonseo
7 @RomagnoliRumble Know the competition better than they know themselves REVOLUTIONISE THE WAY YOUR CLIENT DOES BUSINESS 2 #brightonseo
8 @RomagnoliRumble Be ready to immediately adapt REVOLUTIONISE THE WAY YOUR CLIENT DOES BUSINESS 3 #brightonseo
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10 @RomagnoliRumble RELEVANCE METHOD Use our method of competitor analysis and have a completely bulletproof keyword research strategy.
11 @RomagnoliRumble HAVE YOU EVER DONE ANY KEYWORD RESEARCH?
13 @RomagnoliRumble WHY WE DO IT Thank you bored panda for the following insights...https://www.boredpanda.com/ DO PEOPLE EVEN WANT OUR STUFF?
14 @RomagnoliRumble TABLE TENNIS DOOR - 110/month - NO
15 @RomagnoliRumble SLEEPING BAG WITH ARMS AND LEGS - 590/month - MAYBE
16 @RomagnoliRumble PIZZA SCISSORS - 3600/month - GETTING THERE
17 @RomagnoliRumble CHILLI DOGS - 49500/month - HELL YEAH
18 @RomagnoliRumble WHY WE DO IT PEOPLE USE DIFFERENT NAMES FOR THE SAME STUFF
19 @RomagnoliRumble WHY WE DO IT WHAT DO YOU CALL THIS?
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22 @RomagnoliRumble Sub vs. Hero vs. Hoagie vs. Grinder Shopping Cart vs. Carriage vs. Buggy https://bestlifeonline.com/things-have-different-names-u-s/ Brew Thru vs. Beer Barn vs. Beverage Barn Clicker vs. Remote Control vs. Zapper
23 @RomagnoliRumble WHY WE DO IT WHAT CONTENT IS CURRENT?
24 @RomagnoliRumble WHY WE DO IT WHAT DO PEOPLE WANT TO KNOW? AUTOCOMPLETE
25 @RomagnoliRumble WHY WE DO IT | TOP SEARCHED ON GOOGLE WHAT TO WATCH WHERE’S MY REFUND HOW YOU LIKE THAT WHAT TIME IS IT HOW I MET YOUR MOTHER WHERE AM I 9,140,000 7,480,000 6,120,000 1,830,000 1,830,000 1,500,000
26 @RomagnoliRumble WHY WE DO IT WE DO IT TO UNDERSTAND THE DESIRES OF OUR AUDIENCE
27 @RomagnoliRumble WHY WE DO IT MARKET RESEARCH / INTENT
28 @RomagnoliRumble “Keyword research is the blueprint for your online marketing efforts, driving every decision you make.” WHY WE DO IT NEIL PATEL
29 @RomagnoliRumble WHY WE DO IT HELPS INCREASE CONVERSION RATE & GENERATE REVENUE
30 @RomagnoliRumble IS IT STILL RELEVANT? | RANKBRAIN Today, some argue, keywords are no longer necessary. Google's algorithm is so advanced that it can figure out what website content is all about without needing specific search terms to tell it.
31 @RomagnoliRumble HOW DOES IT WORK? USER VISITS PAGE A WAS THE USER SATISFIED? A A B SEARCH A B SEARCH +1 -1 YES NO
32 @RomagnoliRumble IS IT STILL RELEVANT? | YES
33 @RomagnoliRumble THE FUTURE OF KW RESEARCH “Keyword research will always be an important part of what we do - it's vital to understand how customers are looking for the products and services we're representing (whether we're in house or at an agency). Sure, there's a lot more haziness to it now that search has become more conversational, but we MUST figure out intent if we're going to create content that matches that intent…” GREG GIFFORD I am a local SEO nerd...
34 @RomagnoliRumble THE FUTURE OF KW RESEARCH “Automation is going to become key in keyword research as it evolves into keyword intent research. Python will become a critical part of the SEO toolbox with the end goal of a clearer, more accurate & more effective picture of user intent at the shortest time possible.” ORIT MUTZNIK Head of SEO @SilkFred | BrightonSEO Speaker
35 @RomagnoliRumble THE FUTURE OF KW RESEARCH “Too many people don't dig into the SERPs when performing keyword research. They want to rank an article for a local SERP or a product page for a Top Stories result--and they'd have saved themselves time and money if they'd just known what was showing in SERPs to begin with.” CAROLYN LYDEN (SHE/HER) Lead SEO + Owner at Search Hermit
36 @RomagnoliRumble WILL VOICE SEARCH TAKE OVER?
37 @RomagnoliRumble "I believe voice search will continue to grow, but I do not think that it substantially impacts an SEO's strategy. While there may be some argument around creating content that answers questions likely to be asked in a voice search query, the attribution of that search will only be valuable if the user is performing the voice search in a screen environment like a computer or cell phone…” THE FUTURE OF KW RESEARCH LEGEND RUSS JONES Former Principal Search Scientist at MOZ
38 @RomagnoliRumble BUT REMEMBER: 15% OF KEYWORDS NEVER SEEN BEFORE Among top searched “babies” of 2019 - in the U.S. - Baby Yoda ranked highest, followed by Baby Shark, Royal baby, Kim Kardashian and Kanye West’s baby and Cardi B’s baby.
39 @RomagnoliRumble BUT REMEMBER: 15% OF KEYWORDS NEVER SEEN BEFORE Among top searched “babies” of 2022 - in the U.S. - Buy Buy Baby ranked highest, followed by Baby Shark, Royal baby, Kim Kardashian and Kanye West’s baby and Cardi B’s baby.
40 @RomagnoliRumble HOW WE WERE TAUGHT TO DO IT | THE KEYWORD RESEARCH PROCESS We start to optimise a website doing an SEO 1st phase or I suppose a PPC 1st phase you will start with keywords. Which have volume, which don’t, which are relevant to my products, which convert, which don’t….
41 @RomagnoliRumble DO YOU EVER GET THAT FEELING...
42 @RomagnoliRumble The main keywords for your whole industry Your SEO gaps Your competitor's gaps (that are your opportunities!) OUTLINE OF MY TALK Top tips for keyword and competitor analysis and take away:
EXAMPLE
44 @RomagnoliRumble AIRTIGHT PROCESS THE PROCESS TO MAKE SURE THERE ARE NO GAPS
45 @RomagnoliRumble 1.WHAT DO I RANK FOR? How do we do it so we don’t miss anything….Input all your current search console rankings into your fave keyword research tools
46 @RomagnoliRumble WHAT DO WE RANK FOR CHECK SEARCH CONSOLE
47 @RomagnoliRumble WHAT DO WE RANK FOR GOOGLE ADS/ ANALYTICS
48 @RomagnoliRumble WHAT ARE PEOPLE LOOKING FOR CHECK YOUR SITE SEARCH
49 @RomagnoliRumble 2.WHAT OTHER TERMS ARE OUT THERE? Drop some keyword ideas into your fave keyword research tool, scan your own website for other relevant keywords, that sort of thing.
50 @RomagnoliRumble WHAT ELSE IS OUT THERE | FINDING THE WORDS We usually start with a brainstorm. Once we have sat around with the client, and stuck post-it notes all over the walls and interviewed loads of people about their business, we stick everything into a keyword mixer. Why do we do that?
51 @RomagnoliRumble WHAT ELSE IS OUT THERE WE CAN’T JUST OPEN THE TOOLS Why? We put in some random words into Keyword Planner and you will get 40000 keywords that will be mildly relevant but a real hassle to weave through.
52 @RomagnoliRumble We do the Keyword Mixer WHAT ELSE IS OUT THERE | KEYWORD MIXER
53 @RomagnoliRumble WHAT ELSE IS OUT THERE | KEYWORD MIXER
54 @RomagnoliRumble WHAT ELSE IS OUT THERE | KEYWORD PLANNER DISCOVER NEW KEYWORDS
55 @RomagnoliRumble WHAT ELSE IS OUT THERE | BUT IF YOU DON’T HAVE ANY MONEY YOU DON’T GET THE DATA
56 @RomagnoliRumble 3.WHAT DO MY COMPETITORS RANK FOR But the most important step to make this air-tight. And not just real-world competitors, but any other websites appearing in my space.
57 @RomagnoliRumble Research your digital space, and who else is appearing there. GET TO KNOW YOUR COMPETITION/MARKET
58 @RomagnoliRumble EXAMPLE 1 We did a search for ‘chilli sauce’. Not many providers on this site - but lots of publishers.
59 @RomagnoliRumble EXAMPLE 2 We did a search for ‘hot sauce gift sets’. Most of these sites are chilli brands, but these are all relevant online competitors we’ll need to face.
60 @RomagnoliRumble STEP 1 | GET THE DATA The first stage to working out how your competitors rank once you have your list, is to input them into a tool to get their organic positions.
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62 @RomagnoliRumble SEMRUSH AHREFS SEO COMMUNITY
63 @RomagnoliRumble LET’S PULL THIS TOGETHER Get the data of your competitor (both commercial and non-commercial) and download all of this from any tool that will give you competitor rankings data.
64 @RomagnoliRumble COMPETITORS POSITION (BASED ON SALES) hotsauce.com 1 truff.com 2 heathotsauce.com 3 fuegobox.com 4 hotsauceemporium.co.uk 5 micschilli.com 6 E.G. STEP 1 | COMPETITION
65 @RomagnoliRumble E.G. STEP 2 | INPUT THE DATA The second stage is to input the data into a spreadsheet or database that can combine and manage everything. Up to now, we’ve always used Excel or Google Sheets. Keyword Position Search Volume Site chilli sauce 92 5400 chilli-no5.com hot chilli sauce 63 320 chilli-no5.com mexican chilli sauce 24 210 chilli-no5.com asian chilli sauce 81 210 chilli-no5.com
66 @RomagnoliRumble E.G. STEP 3 | SOME SPREADSHEET LEGWORK Create a unique list of organic keywords with rankings data for all of your online competitors. Keyword Avg. Monthly Searches Count of Sites hot sauce 49500 3 hot sauces 6600 3 best hot sauce 6600 3 hottest sauce 3600 4 hot sauce store 2900 3 roasted jalapeno 2400 3 hottest sauce in the world 1900 3
67 @RomagnoliRumble E.G. STEP 4 | FROM SPREADSHEETS TO INSIGHTS NOBODY LOVES SPREADSHEETS SPREADSHEETS
68 @RomagnoliRumble INSIGHTS DEFEND EXPAND STEAL
69 @RomagnoliRumble Keyword Avg. Monthly Searches Count of Sites Chilli No. 5 sweet chilli sauce 8100 2 7 chilli hot sauce 170 5 best hot sauce 6600 2 hot sauce brands 6600 2 hot salsas 33100 4 box gift 320 3 hot sauce box 210 3 sriracha 110000 5 hot indian sauce 320 5 11 honey hot sauce 3600 2 red hot sauce 3600 2 sauce subscription 1900 2 Identify where you have high visibility, but where you will need to work to keep your edge. INSIGHT 1 | RANKINGS TO BE DEFENDED
70 @RomagnoliRumble INSIGHT 2 | EXPAND INTO KEYWORD GAPS Identify, and prioritise keyword gaps where you do not appear. Keyword Avg. Monthly Searches Count of Sites Our sample client sweet chilli sauce 8100 2 chilli hot sauce 170 5 NOT TOP 50 best hot sauce 6600 2 hot sauce brands 6600 2 hot salsas 33100 4 NOT TOP 50 box gift 320 3 hot sauce box 210 3 NOT TOP 50 sriracha 110000 5 hot indian sauce 320 5 11 honey hot sauce) 3600 2 red hot sauce 3600 2 sauce subscription 1900 2
71 @RomagnoliRumble INSIGHT 3 | STEAL - KEY OPPORTUNITIES Identify the highest volume keywords that few of your competitors rank for. Keyword Avg. Monthly Searches Count of Sites Our sample client sweet chilli sauce 8100 2 chilli hot sauce 170 5 best hot sauce 6600 2 hot sauce brands 6600 2 hot salsas 33100 4 box gift 320 3 hot sauce box 210 3 sriracha 110000 5 hot indian sauce 320 5 11 honey hot sauce 3600 2 red hot sauce 3600 2 sauce subscription 1900 2
72 @RomagnoliRumble INSIGHT 4 | CONTENT STRATEGY Keyword Avg. Monthly Searches Count of Sites Our Client sauce for stir fry 135000 4 NOT TOP 50 sauce for salmon 40500 1 NOT TOP 50 sauce chicken recipes 12100 11 NOT TOP 50 meat sauce recipe 12100 1 NOT TOP 50 beef stir fry sauce 9900 6 NOT TOP 50 sauce for pork tenderloin 6600 6 NOT TOP 50 shrimp sauce recipe 5400 1 NOT TOP 50 poke bowl sauce 4400 3 NOT TOP 50 prawn sauce 4400 2 NOT TOP 50 sauce for lamb chops 3600 6 NOT TOP 50 sauce for tuna steak 3600 10 NOT TOP 50 sauce for turkey 2900 2 NOT TOP 50 Sometimes you can also see an exact content strategy. With Chilli No.5 we’ve noticed this trend with one of their competitors. They were using food recipes as well as sauce keywords.
73 @RomagnoliRumble STEP 6 | DATA ANALYSIS | VALIDATE IDEAS Validate your content ideas using criteria like competitor density, and search volume. DO PEOPLE SEARCH FOR MY IDEA? HAVE MY COMPETITORS DONE THIS? PRIORITY MAYBE LATER YES NOT MANY ALL OF THEM NO
74 @RomagnoliRumble STEP 6 | DATA ANALYSIS | VALIDATE IDEAS DO PEOPLE SEARCH FOR MY IDEA? HAVE MY COMPETITORS DONE THIS? PRIORITY MAYBE LATER YES NOT MANY ALL OF THEM NO
75 @RomagnoliRumble Find All Our content: Scan the Code!
76 @RomagnoliRumble TAKEAWAYS ● You know how important keyword research is and will be ● You know how we used to do it and which tools are the best ● But we have a new way to do keyword research to create an airtight keyword research strategy which will allow us to ● DEFEND, EXPAND, and STEAL ● Relevance.digital has offered the templates to use to create an airtight SEO keyword research strategy ● Enjoy Brighton SEO
@RomagnoliRumble @rumbleromagnoli relevance.digital