Traditional keyword research has been a numbers game, but as SEO evolves, more is no longer better. SEO in 2020 will require deep keyword insight, including understanding brand influence, search intent, synonyms, and content. Findings from enterprise case studies suggest better ways to approach keyword research at scale.

1. ScalingKeywordResearch:
More Isn’t Better

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6. 100,000
Keywords by Rank

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9. Lesson #1: Perception

10. 0.04%

13. RankVol =
Rank-weighted
Search Volume

14. RankVol =
1/R X sqrt(V)

16. Lesson #2: Noise

17. 9,387
Misppelings

18. 217 Misspellings of “John Lewis”
peter@moz.com @dr_pete
 Jon Lewis
 John Lews
 John Lewiss
 John Lewsi
 Jhon Lweis
 Hjohjblewis

19. 217 Misspellings of “John Lewis”
peter@moz.com @dr_pete
 Jon Lewis
? John Lews
? John Lewiss
? John Lewsi
 Jhon Lweis
 Hjohjblewis

20. 217 Misspellings of “John Lewis”
peter@moz.com @dr_pete
 Jon Lewis
? John Lews
? John Lewiss
? John Lewsi
X Jhon Lweis
X Hjohjblewis

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22. What About Common Misspellings?
? Earings
? Kingsize bedding
? Dyson hairdryer
? Tumble driers
? Womens watch
? Expanding dining table
peter@moz.com @dr_pete

23. What About Common Misspellings?
 Earrings
 King_size bedding
 Dyson hair_dryer
 Tumble dryers
 Women’s watch
 Extending dining table
peter@moz.com @dr_pete

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26. What About Very Similar Phrases?
? Wooden toy for 1 year old
? Wooden toys for 1 year old
? Wooden toys for 1 year olds
peter@moz.com @dr_pete
? iPad 128GB 2018
? iPad 2018 128GB
? 2018 iPad 128GB

27. What About Very Similar Phrases?
? Wooden toy for 1 year old
? Wooden toys for 1 year old
? Wooden toys for 1 year olds
peter@moz.com @dr_pete
? iPad 128GB 2018
? iPad 2018 128GB
? 2018 iPad 128GB

28. 19,717
Close Variants

29. Longer Phrases Can Spin Up Fast (#1)
? Leather mens wallet
? Leather wallet men
? Leather wallet mens
? Leather wallets men
? Men leather wallet
? Men leather wallets
peter@moz.com @dr_pete

30. Longer Phrases Can Spin Up Fast (#2)
? Mens leather wallet
? Mens leather wallets
? Mens wallet leather
? Mens wallets leather
? Wallet mens leather
? Wallets leather mens
peter@moz.com @dr_pete

31. Here’s Where Volume Comes in Handy
peter@moz.com @dr_pete
 Mens leather wallet (2,301)
? Mens leather wallets (1,276)
? Leather mens wallet (351)
? Men leather wallets (151)
? Leather wallet mens (76)
? Mens wallet leather (76)

32. $cKey1 = "iPads 128GB 2018";
$cKey1 = strtolower($cKey1);
$aKeys = explode(" ", $cKey1);
foreach ($aKeys as &$cKey)
$cKey = rtrim($cKey, "s");
sort($aKeys);
$cKey2 = implode(" ", $aKeys);

33. Ex. Keyphrases with High Similarity
 Wooden toy for 1 year old
 Wooden toys for 1 year old
 Wooden toys for 1 year olds
 iPad 128GB 2018
 iPad 2018 128GB
 2018 iPad 128GB
peter@moz.com @dr_pete

34. Keyphrases After Simple Grouping
 1 for old toy wooden year
 1 for old toy wooden year
 1 for old toy wooden year
 128gb 2018 ipad
 128gb 2018 ipad
 128gb 2018 ipad
peter@moz.com @dr_pete

35. Lesson #3: Intent

36. Our Approach to “Brand” is Simplistic
 Moz
 Moz Local
 Moz Keyword Explorer
 MozBar
 Moz SEO
 SEOmoz
peter@moz.com @dr_pete

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38. What Are We Missing Out On?
 Link Explorer
 Open Site Explorer
 The Beginners Guide to SEO
 Title Meta Tag length
 Ahrefs Link Intersect (#2)
 Distilled U (#2)
peter@moz.com @dr_pete

39. Big Brands May Be Missing Even More
 JLP Leicester
 JL ready made curtains
 Peter Jones Sloane Square
 Peter Jones London
 Peter Jones beds
 Kin men’s shirts
peter@moz.com @dr_pete

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47. Use URL Filters to Target Your Research
 Google updates
 Google changes
 Google algorithm update
 Google algorithm names
 Latest Google update 2018
 Panda and Penguin
peter@moz.com @dr_pete

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49. Targeted Research Drives Campaigns
 John Lewis Christmas advert
 Gold Christmas decorations
 Christmas cards
 Christmas tableware
 Stocking fillers for her
 Orange baubles
peter@moz.com @dr_pete

50. Lesson #4: Audience

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57. Improve Your Keyword Research

58. 1. Perception is Everything

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2. Filter Out The Noise

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3. Target Intent Tactically

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4. Know Your Audience

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69. Any more questions?
Contact: peter@moz.com
peter@moz.com @dr_pete

70. Thanks
peter@moz.com @dr_pete