Into the Great Unknown - SearchLove

Into the Great Unknown is a deep dive into Topics, and SEO innovation work.. It provides insights into where Google gets the information that makes up its Knowledge graph, and how we can use that information to build content that aligns with Google's understanding.

This deck shows a new way to build related topics using Google Trends and A killer visualization using the D3 sunburst library.

Transcript

1. noahlearner twooctobers.com Topics
2. noahlearner twooctobers.com You gotta earn it.
3. noahlearner twooctobers.com GSC (inside out)
4. noahlearner twooctobers.com We’d only solved some of the problems.
5. noahlearner twooctobers.com GSC (inside out) ??? (Outside in)
6. noahlearner twooctobers.com Building Content is hard.
7. noahlearner twooctobers.com Especially when there’s no data.
8. noahlearner twooctobers.com Topics keyword Vs
9. noahlearner twooctobers.com a topic = a subject. It’s the thing you’re writing about.
10. noahlearner twooctobers.com a keyword = an important word used while talking about a subject.
11. noahlearner twooctobers.com Keyword Research isn’t the answer.
12. noahlearner twooctobers.com How can we do better?
13. noahlearner twooctobers.com Resources https://bit.ly/searchlove2022
14. noahlearner twooctobers.com Here’s our process.
15. noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Choose Topics
16. noahlearner twooctobers.com Who is your ideal customer?
17. noahlearner twooctobers.com What services do you offer?
18. noahlearner twooctobers.com What is most profitable?
19. noahlearner twooctobers.com What is a conversion worth?
20. noahlearner twooctobers.com How do you make money?
21. noahlearner twooctobers.com When do you make your money?
22. noahlearner twooctobers.com Where do you make your money?
23. noahlearner twooctobers.com What questions are tied to conversions?
24. noahlearner twooctobers.com What is your sales process?
25. noahlearner twooctobers.com How can content support the sales process?
26. noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Create Topics
27. noahlearner twooctobers.com We don’t know what Google Knows, we only know what they show us!
28. noahlearner twooctobers.com Google shows us relationships in a few places.
29. noahlearner twooctobers.com Knowledgegraph Search API, the SERPs, autocomplete, KWP data & Google Trends.
30. noahlearner twooctobers.com
31. noahlearner twooctobers.com
32. noahlearner twooctobers.com
33. noahlearner twooctobers.com
34. noahlearner twooctobers.com Wikipedia
35. noahlearner twooctobers.com Wikipedia makes up over 67% of the sources for tracked Knowledge panels. - Kalicube Pro.
36. noahlearner twooctobers.com
37. noahlearner twooctobers.com
38. noahlearner twooctobers.com Disambiguation!
39. noahlearner twooctobers.com Related Topics!
40. noahlearner twooctobers.com SERPs
41. noahlearner twooctobers.com Get Related searches + People also ask
42. noahlearner twooctobers.com Autocomplete
43. noahlearner twooctobers.com What is it?
44. noahlearner twooctobers.com
45. noahlearner twooctobers.com
46. noahlearner twooctobers.com Google Trends
47. noahlearner twooctobers.com 1. Enter Query
48. noahlearner twooctobers.com 1. Enter Query 2. Edit Geo region to state.
49. noahlearner twooctobers.com 1. Enter Query 2. Edit Geo region to state. 3. Download Related Topics + Related queries CSVs
50. noahlearner twooctobers.com 1. Enter Query 2. Edit Geo region to state. 3. Download Related Topics + Related queries CSVs 4. Add the terms to our Google Sheet.
51. noahlearner twooctobers.com That would never scale
52. noahlearner twooctobers.com You can get the data with APIs.
53. noahlearner twooctobers.com
54. noahlearner twooctobers.com Related Queries from Google Trends.
55. noahlearner twooctobers.com Steps - Get Data
56. noahlearner twooctobers.com Steps - Get Data - Remove Irrelevant terms
57. noahlearner twooctobers.com Steps - Get Data - Remove Irrelevant terms - Enrich with Keyword Metrics (via API)
58. noahlearner twooctobers.com Steps - Get Data - Remove Irrelevant terms - Enrich with Keyword Metrics (via API) - Get More Data
59. noahlearner twooctobers.com Human curation at each step is key.
60. noahlearner twooctobers.com Bicycle
61. noahlearner twooctobers.com 22 Search Terms
62. noahlearner twooctobers.com after 2 cycles it’s getting useful.
63. noahlearner twooctobers.com 139 Search Terms
64. noahlearner twooctobers.com 974 Search Terms
65. noahlearner twooctobers.com within 15 minutes you can build something extraordinary.
66. noahlearner twooctobers.com 4K+ Terms
67. noahlearner twooctobers.com Pump your brakes.
68. noahlearner twooctobers.com 4k Search terms = Messy Messy Data Viz.
69. noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Create Topics
70. noahlearner twooctobers.com Force Directed Tree STILL NOT THERE!
71. noahlearner twooctobers.com Circle Packing CLOSER
72. noahlearner twooctobers.com Sunburst
73. noahlearner twooctobers.com Could this help get buy in?
74. noahlearner twooctobers.com Most SEOs would probably prefer this.
75. noahlearner twooctobers.com
76. noahlearner twooctobers.com Clustering Methods
77. noahlearner twooctobers.com Manually works, but = many hours poring over spreadsheets.
78. noahlearner twooctobers.com Google Keyword Planner
79. noahlearner twooctobers.com a Great Idea from Nico Brooks
80. noahlearner twooctobers.com 1. Enter Query
81. noahlearner twooctobers.com 1. Enter Query 2. Look at data
82. noahlearner twooctobers.com 1. Enter Query 2. Look at data 3. Add keyword ideas as ad groups
83. noahlearner twooctobers.com 1. Enter Query 2. Look at data 3. Add keyword ideas as ad groups 4. Download Campaign
84. noahlearner twooctobers.com 1. Enter Query 2. Look at data 3. Add keyword ideas as ad groups 4. Download Campaign 5. Use it to guide SEO topics.
85. noahlearner twooctobers.com SERP Similarity The current tooling gold standard.
86. noahlearner twooctobers.com Compare search results to cluster search terms into groups or clusters.
87. noahlearner twooctobers.com Engineering Challenges ARE SIGNIFICANT.
88. noahlearner twooctobers.com Lee Foot’s Colab
89. noahlearner twooctobers.com Feed it your CSV + it outputs them into useful clusters.
90. noahlearner twooctobers.com Elias Dabbas @eliasdabbas creator of advertoolz library
91. noahlearner twooctobers.com Using Regular Expressions, we can build a pretty useful customized classifier.
92. noahlearner twooctobers.com
93. noahlearner twooctobers.com Find your Way to Explore the Data that works for you!
94. noahlearner twooctobers.com For me, easy analysis = Google Data Studio
95. noahlearner twooctobers.com
96. noahlearner twooctobers.com Clusters + their queries
97. noahlearner twooctobers.com Intent (via API)
98. noahlearner twooctobers.com Sub-Intent (via custom classifier)
99. noahlearner twooctobers.com GSC Trends
100. noahlearner twooctobers.com Compare your Search Terms to GSC to find Content Gaps
101. noahlearner twooctobers.com GSC Trends
102. noahlearner twooctobers.com This analysis was a piece of cake in count.co
103. noahlearner twooctobers.com GSC Trends
104. noahlearner twooctobers.com
105. noahlearner twooctobers.com thanks to @jroakes for the framing. Position Bucketing (via GSC)
106. noahlearner twooctobers.com 1. 2. 3. 4. Client Goals Gather Data Analyze Data Create Topics
107. noahlearner twooctobers.com Target topics that: - align to Client Goals
108. noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume
109. noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume - have conversion intent
110. noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume - have conversion intent - and we can rank for.
111. noahlearner twooctobers.com Target topics that: - align to Client Goals - have high search volume - have conversion intent - and we can rank for.
112. noahlearner twooctobers.com Build internal links to match the related queries we found in Trends.
113. noahlearner twooctobers.com What’s Next?
114. noahlearner twooctobers.com Build Content briefs
115. noahlearner twooctobers.com Publish Content
116. noahlearner twooctobers.com Use GSC data to Optimize
117. noahlearner twooctobers.com You gotta earn it.
118. noahlearner twooctobers.com Resources https://bit.ly/searchlove2022
119. noahlearner twooctobers.com Stay in touch! noah@twooctobers.com linkedin.com/in/noahlearner/ @noahlearner @thekraken