If you missed it, “Chima Mmeje” presided over Twitter’s educational #SEOchat. These tweets are stuffed with information, but you could miss them because they come and go so swiftly. I made an effort to compile and cite all of those comments.
https://t.co/LnejrhB0wI do you find profitable keywords when doing competitive keyword research
— Chima Mmeje?️? (@chimammeje) November 17, 2022
Do you have a formula, or some basic tricks you follow (repeatable process)?
Let’s hear it#seochat
A1: Look at the keywords brands are running PPC ads on and start there. I feel like there isn’t a way to know for sure without doing some SEM
Sweepsify
Don’t start with SEO. Start with the actual Business. Get info regarding products/services, margins and existing sales volumes. This allows you to see what terms make money, and which don’t. Then take those as seed terms, and do Keyword Research.
Darth Autocrat (Lyndon NA)
A1 I focus on search intent and mid-volume keywords.
Amna Aslam
A2. You’ve been hired as a content strategist for a company that’s winning at search for EVERYTHING.
— Chima Mmeje?️? (@chimammeje) November 17, 2022
The likes of Canva, Zapier and Calendly
What type of content ideas do you come up with?
How do you do keyword research at this stage?
What do you turn your focus on?#SEOchat
I have “stock” content ideas, that apply for various products/services. But in some cases, the client requires custom stuff due to their (or the markets) nature. Ideation usually revolves around the audience, their use-cases, challenges they may face etc.
Darth Autocrat (Lyndon NA
A2 If they think they’ve covered everything, I’ll research a new audience and expand content from there. Starting off with producing top of funnel content.
Sya
1. For them, would probably be “use cases by vertical” for new content ideas. 2. For keyword research at this stage, I would research what zaps people searched for. 3. Focus is on actionable content leading to new signups.
Sweepsify
A3. How do you find keywords around product use cases outside of the primary features of your product
— Chima Mmeje?️? (@chimammeje) November 17, 2022
What type of data do you collect?
Where do you collect this data?
How do you turn the data into seed keywords for keyword research?#seochat
LOL – touched on this in A2 😀 By searching certain patterns/looking at certain types of site for inspiration from actual users. You can also talk to Customer Services/Sales/Support, and see if there are any specific “words” and “questions” thy deal with.
Darth Autocrat (Lyndon NA)
A4. Do you use social media as part of your keyword research process or content strategy?
— Chima Mmeje?️? (@chimammeje) November 17, 2022
if yes, how?#seochat
A4: Absolutely. It shows you HOW ppl use keywords. Often the hashtag usage differs from the organic search usage.
Sweepsify
If there is a community present for that type of task/product/service, or references to the Brand (or competitors), yes – it’s worth checking out. The problem is (as with SE KWR), finding the words prospects use vs existing consumers/users.
Darth Autocrat (Lyndon NA)
A.5 What is your best tip to distribute content (outside of paid ads) to people who would find your content useful?#seochat
— Chima Mmeje?️? (@chimammeje) November 17, 2022
By looking at where competing content appears, and where the links to those come from. You can also do searches constrained to specific platforms (inurl: operator) (or use the platform search), to see if there is interest on things like Facebook/Twitter.
Darth Autocrat (Lyndon NA)
A5: Use content distribution tools. That way it can end up anywhere!
Sweepsify
A.6 How do you find content ideas and ways to improve content using data from GSC and GA4#seochat
— Chima Mmeje?️? (@chimammeje) November 17, 2022
Interaction and Engagement metrics are a bit iffy on most web-trackers (GA, Matomo etc.), but you can look at several metrics to piece together a rough idea. Small Time on Page, high Bounce rate, Low return visit rate etc. can all (together!) indicate issues.
Darth Autocrat (Lyndon NA)
Jeremy’s Take: Advanced Keyword Work Targets Where Decisions Form
Watch: Gert Mellak on the trouble with keyword volume data.
Advanced keyword research stops being about the search box and starts being about the journey. Buying decisions don’t form on a money keyword — they form earlier, in a Reddit thread or a deep article, in places no channel’s KPI is watching. Map the content to where the opinion is shaped, not just where the click is captured.
Be where decisions are formed, not made. You form an opinion on Reddit. You form an opinion reading an article. Those are the places that aren’t on any channel’s KPI — and they’re where the actual buying decision begins.
Stephan Bajayo, Unscripted SEO Podcast
Research the decision, not just the query. Stephan Bajayo in “There Is No Rank in an LLM.”
Cluster keywords by the decision, not the volume.
Our Keyword Clusters Based on SERP Data group terms by how the engines actually map intent — so you build content for the whole decision, not one isolated query.