Sebastien Edgar's full deck from the August 11th 2016 online workshop, "How to Win Your Keyword Battles".

1. How
to
Win
Your
Keyword
Battles
Featuring:
Sebastien
Edgar

2. @Searchmetrics
Sebastien
Edgar
SEO
Specialist,
Searchmetrics
Today’s
Speaker

3. @Searchmetrics
It
doesn’t
have
to
be
an
uphill
battle

4. @Searchmetrics
Who
rules
the
SERPs?

5. @Searchmetrics
The
big
picture
• Wikipedia
ranks
for
24 billion
organic
keywords
– with
an
SEO
value
of
$255
million
• Dominates
informational
queries
of
all
position
2
results
are
from
Wikipedia
29%
(2015
Ranking
Factors
Study)

6. @Searchmetrics
The
transactional
landscape
(PowerReviews) (comScore)

7. @Searchmetrics
What
can
we
learn
from
Amazon?
(PowerReviews)

8. @Searchmetrics
So
how
can
you
win
prime
space
on
the
SERP?
?

9. @Searchmetrics
Know
your
competitors1

10. @Searchmetrics
Define
your
keyword
set

11. @Searchmetrics
Spot
check
the
SERPs
PPC
Ads
PPC
Ads
Photo
results
PLAs
Local
Knowledge
Graph
“People
also
search
for”
79%of
keywords
include
Universal
Search
integrations
(2015
Universal
Search
Study)

12. @Searchmetrics
Understand
your
total
market
Likely
competitor
Unlikely
competitor

13. @Searchmetrics
Not
all
competitors
are
made
equal
VS.VS.
Transactional Informational

14. @Searchmetrics
Build
on
your
strengths
29%
26%
21%
18%
72%
13%
7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 - 3 4 -6 7 - 10 11 - 20
Position Spread - Shared Keywords
Amazon Tennis Wearhouse
Leverage
Customer
Loyalty
Target
the
Enthusiast

15. @Searchmetrics
Find
your
niche2

16. @Searchmetrics
Meet
customers
where
they
are:
local

17. @Searchmetrics
Meet
customers
where
they
are:
international

18. @Searchmetrics
Zappos
vs.
Zalando

19. @Searchmetrics
Aim
for
the
long
tail
(www.dynamicsdigital.co.uk)

20. @Searchmetrics
The
case
of
Quora

21. @Searchmetrics
Quora vs.
Wikipedia
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 2 3 4 5 6 7 8 9 10
Query Word Length for #1 Ranking - Quora vs. Wikipedia
Quora Wikipedia
Query
word
length
for
#1
ranking

22. @Searchmetrics
Quora vs.
InterNations
0
50
100
150
200
250
1 2 3 4 5 6 7 8 9 10
Position for top shared keywords - InterNations vs. Quora
InterNations Quora
Position
for
top
shared
keywords

23. @Searchmetrics
Keyword Search Volume Universal Search Integrations Amazon Best Buy Target Walmart Yearly Seasonality
bluetooth speakers 144,906 news,video,images 2 1 5 25
best bluetooth speakers 37,750 news,video 13 8 50 50
portable bluetooth speakers 11,241 images 1 3 5 12
wireless bluetooth speakers 7,620 news,video 5 1 2 23
best portable bluetooth speaker 6,909 video 10 11 50 44
outdoor bluetooth speakers 5,480 2 1 23 7
loudest bluetooth speakers 3,870 video 12 21 50 43
cheap bluetooth speakers 2,421 video 2 8 3 18
top bluetooth speakers 2,345 video 9 14 50 30
bluetooth speakers for iphone 1,938 video 2 1 6 18
bluetooth speakers review 1,837 video 15 34 14 50
small bluetooth speakers 1,796 video,images 2 6 5 47
loud bluetooth speakers 1,793 video 12 50 34 46
best bluetooth speak under 100 1,639 video 11 50 50 50
best wireless bluetooth speaker 1,616 video 11 6 16 50
best bluetooth speaker under 50 1,476 video 11 20 50 50
best outdoor bluetooth speakers 1,338 video 19 8 50 38
waterproof bluetooth speakers 1,322 video,images 2 29 21 3
top rated bluetooth speakers 1,291 video 9 17 45 50
bluetooth speakers for car 1,237 video 3 2 50 7
big bluetooth speakers 1,192 video,images 1 33 38 50
Where
the
big
players
are
Kw incl.
Main kw
Kw excl.
Main Kw
Amazon 5 9
Best Buy 5 10
Target 17 34
Walmart 30 37
“bluetooth speakers”
keyword
landscape

24. @Searchmetrics
Remember
best
practices3

25. @Searchmetrics
Don’t
forget:
Remember
that
ranking
factors
vary
by
industry
Focus
on
helpful,
unique
content
Forget
black
hat
– don’t
try
to
game
the
system
Optimize
low
hanging
fruit
(e.g.
metadata)✓
✓
✓
✓

26. @Searchmetrics
Thank
you
Still
have
more
questions?
Reach
out
any
time:
hello@searchmetrics.com
Q&A