hey miles here miles Becker calm and in
this video we are going to do a keyword
research session together we're going to
jump on the laptop you're gonna watch
over my shoulder as I go through the
process of doing a keyword research
session for a friend of mine and I'm
gonna explain why I'm doing what I'm
doing as I'm going through the process
to help you not understand how to get
the kind of numbers and the data that
you need but to understand why that's
important and what that actually means
right it's what we can extrapolate from
the data and it's what we can get from
the data to understand about our target
market their needs etc that's where the
real wind comes from keyword research in
this day and age it's not just about the
keyword it's about the search intent
behind the keyword so we use the
keywords as this statistical kind of
data point to help us understand exactly
the phrases people are searching but
then we really need to understand why
are they searching these phrases what
are they actually searching for what's
their motivation that'll help us figure
out what phase they're in right are they
in problem awareness solution awareness
product awareness etc and then we can
create our content based on that to meet
them where they are and that will
increase the likelihood of them getting
deeper and deeper into our funnel etc
etc so this is important for you whether
you're doing a marketing arbitrage
business you're selling services and
marketing services to local businesses
or if you've got your own business
that's based online or you're amping up
your internet marketing this is the core
of any content marketing strategy right
I do believe 100% that the reason my
wife and I are able to get two million
plus pageviews every month seven hundred
thousand plus visits a month right now
to our website is because we both took
the time to master the process of
keyword research and paired that with
I publish a YouTube video I'm in this
tool before I publish the YouTube video
when that transcription comes back to me
before I publish it on my blog I'm in
this tool again looking for additional
phrases to get into the content etc I
don't say I live in this tool anymore
when I was really hustling on the
content marketing for our website and
for client websites I spent probably two
three four hours
des the game of keyword research has
changed significantly I did this long
blog post where it was just two months
ago I think I went through about 15
different tools and this one that I'm
going to show you how to use is the one
that I do recommend it's the only one I
really use in this day and age now Who
am I doing this for this is for a friend
of mine they run a website called Tahoe
Mountain Sports calm right and Tahoe
Mountain Sports sells physical products
they have a retail storefront in Truckee
California which is in the Greater Tahoe
area if you know about Tahoe it's about
6,000 feet up in the Sierra Nevada
mountains and it has three major
Metropolitan's
within days drive right Reno Nevada
Sacramento California and the entire Bay
Area so literally like 10 20 million
people love this place and are within a
day's Drive of here so I reached out to
him and said hey we just we just met
when I was at Tahoe a couple days ago
had Pizza talking about marketing stuff
and I was like hey I want to do a video
where I show people how to do keyword
research
do you have is there something coming up
for you that you'd like some keyword
research on he was like absolutely and
he gave me this little kind of seed list
now to put this in perspective it's an
outdoor area people who love Tahoe love
the outdoors they love outdoor adventure
type sports and whatnot in the winter
it's all skiing snowboarding
cross-country snowshoeing in the summer
it's boats it's wakeboards it's hiking
it's trails it's biking etc etc as of
this recording to put the timeframe in
perspective it is currently mid-march so
it is just before springtime so I wanted
to make sure that they're focused on
something that's going to help them
through their summer season because
essentially it's a two season location
they have a big winter season and they
have a big summer season and they have
low points in between so what we're
going to do is we're going to jump in
and look at exactly what I got from him
as if he's a client so if you're doing a
marketing arbitrage business again this
is how you would offer these services
and how you complete these services for
clients but if you are running your own
internet-based business you're doing
affiliate stuff you've got a membership
program etc and you're doing content
marketing or a 30 day challenge and you
want to get deeper on your keywords you
would do the exact same process here my
big goal was to get something I knew
nothing about or very little about
and to be kind of surprised by this I
didn't want to jump into a keyword
phrase or into a niche that I had some
experience in because I didn't think
that would be fair because a lot of
times we are researching niches we don't
know much or anything about all right so
with that said let's jump on the
computer and let's get started the first
step that we're going to take is to look
at the keyword phrases that they gave us
in their kind of seed keyword list of
the topics and products they think are
going to be hot this summer right then
we're going to get a look of the lay of
the land of what's kind of in this area
in their area on the search engines
already ranking and then we're going to
get into the tools and actually dive
deep to figure out what are those low
hanging fruit keyword phrases that are
able for them to be able to kind of like
quickly and easily rank for right so
let's jump in and get started here
now the first place we're going to look
at is I've got the little list from them
here and it's all about trail running so
they're kind of banking on the idea that
this year that trail running is going to
be one of the big things in the Tahoe
area and it makes sense it's pretty
hipster right now so that's great to
hear
so you'll notice the first three
actually the first two are kind of the
the thing the two after that are kind of
the category of product right these are
shoes types of shoes and then we have
actual products I believe so there's
there's three types of phrases that
they're offering me here this again is
kind of the overall idea this is like
the generic level version of the
category of product and then this is the
actual product itself so right now I'm
going to go ahead and load their website
real quick so Tahoe Mountain Sports calm
first thing I want to do is take a look
around just take a quick glance at their
homepage and see what shows up here so
this is their website I'm looking around
I can see so they do have footwear on
here which takes us to Mountain Sports
calm slash Footwear which is great
the first thing I'm noticing here is
there's no actual coffee on this
homepage in order to increase the
readability in the eyes of the search
engines and the eyes of the users it
would be very beneficial to have five
hundred to a thousand words of content
right here it could be below these kind
of main categories and it can talk about
who they are what they do what areas
they service the kinds of
as they offer because I know he does
Avalanche safety classes and other
things like that and just basically
generally talking about where they are
what they do and how they benefit and
service the community a little bit of
text here goes a long way and also I'm
noticing here their blog is on a
subdomain and what I mean by that is
you'll notice there's there's nothing in
front of the Tahoe Mountain Sports no WW
but here we have blog dot Tahoe Mountain
Sports so this is actually a separate
WordPress installation and it's a
separate domain in the eyes of Google
which is totally fine that's a hundred
percent okay to do but what we would
want is we want to pull if we can the
top few posts their newest posts here
we'd really like to see those
automatically pulled here on the
homepage also this home page would have
this big image it'd have the top four
categories 500 or so words to a thousand
words about who they are and what they
do here and then below that the blog
role which has the three top pieces that
would make this page much more indexable
and it would give them an opportunity to
link into their deep content which is
what the Google spiders want so the next
step we do I'm going to go to a tool
called open site Explorer and you can go
to it was purchased by Moz which is a
big SEO company you do not need a Moz
account I do not recommend signing up
for a paid Mons account you can get
three searches per day on this tool so
we can just type in open site Explorer
into Google you can go to open site
Explorer dot org and you can see I've
got the auto populate right there but I
just want to show you how to find it and
then you'll notice it's the one that's
moz.com slash stuff right open site
Explorer again you can just go to open
site Explorer org and it'll take you
right to this exact same place it does a
redirect so what are we going to do here
what I want to do here is I want to pull
the strength of his website I want to
know how strong is his website with
their Moz numbers so I'm just going to
go take and most specifically since this
content is going to end up on the blog
or the odds are it will I'm going to
take them paste that in here and click
search and their domain authority is 36
their page Authority is 37 and they have
a spam score of two
these are fantastic numbers so as if I'm
offering him services I'm looking at
these numbers like okay cool
he's bringing a lot of SEO power to the
table and with this we should be able to
sniper off and pick off keyword phrases
one after another after another because
the odds of him having local competition
that has this strong of a site are very
very very slim to give you an idea of my
personal website miles Becker calm my
domain authority is something like 12 or
16 and my page Authority is like 19 my
wife's big site that gets three quarters
of a million visits a month is somewhere
in the 25 and 30 range so he's got a lot
of benefit here and I'm just curious a
little actually first thing before I
forget what those were so let's do da PA
right da stands for domain Authority
which is 36 and PA is 37 and this will
come in handy later and let's just do I
want to see what his homepage is and
take that dot off you only get three
searches per day so use them wisely
okay so 36 and 40 from the home page so
what this means is the home pages
authority is even higher than the blog's
authority right so since these numbers
are higher and this is incredible to
have Authority so good work Dave good
work Pam because they're doing awesome
if they get links from their home page
to their deeper content like this blog
page it will increase the DA MPA of
these pages by getting links from pages
that have the higher da and PA right
does that make sense
cool so the next place I'm going to go
is to my best friend Google and I'm
going to search for trail running Tahoe
so I just want to get a lay of the land
now what's going on here who's winning
so really interesting to see that big
blue adventurer calm has this kind of
Auto pull if you will right they've
coated they've gotten this kind of
result taken over the top which is great
and what I'm noticing is it seems to be
listing a number of different local
races then Tahoe trail running calm home
Tahoe to running a
again Tahoe run Co twice now these sites
that are up here twice it's pretty easy
to actually bump one of their two
listings off of the homepage especially
if you have a stronger domain Authority
and page Authority and the keyword
research tool that we're going to use
actually will tell us those numbers
that's why I don't need to go run these
numbers for all of these people so I am
but just for fun if we may real quick
let's take let's go to their website
first I want to see what this site has
okay Chucky's running events 10k 5k s so
truck you're running festival half
marathon perfect so they've got all
these things so the first thing that's
popping into my head is that people in
the local communities who want to leave
the San Francisco rat race for a weekend
and come up and run a race there
probably would be interested in one mega
post that shows all of the different
marathons or all of the different
running competitions there are in Tahoe
in one place so my first recommendation
for them would be to go create the
ultimate guide to trail running races in
2017 in Tahoe and they can go create
this this post that would have literally
it's going to be the same stuff right
you go research every single festival
and then here's the big trick you write
300 words - 500 words for each festival
all on one page and what you end up with
is a very long page of content that has
I don't know five to ten different
festivals that are out there and then
you link to each of those festivals
obviously but you have three to five
hundred words about each one
what's their USP where's it at what kind
of terrain are you going to run over
what to expect what kind of year what's
the weather expected to be like etc etc
etc and what you're doing is you're
proving that you have more content right
because so this is the number one page
this right here is the number one page
for the search result we were looking at
if you notice there's not that much
content here right like all this page
has if you were to look into the page
source is maybe 150 words of content and
then it's got these different links to
all the other stuff that's great but
what I'm saying Dave and Pam at Tahoe
Mountain Sports can do is they could
write a page that has an intro like this
one does but then it says Truckee
Running Festival
it's got all of the information about
Truckee Running Festival where it starts
where it ends where you go the kind of
terrain how much elevation you go up how
much you go down the time of year what
kind of what expectation you should have
for temperature how much water you
should carry it like all of that data
and then they literally just make the
longest page it ends up being 3,000
4,000 5,000 words and Google will see it
and be like wow this is the most
comprehensive post we have on Tahoe
trail running and is relevant to 2017
boom they're going to get the ranking
spot and then to take that idea one one
step further let's go ahead and just see
what their numbers are and essentially
if Tahoe Mountain Sports is numbers yes
so 29 29 they would win period so you
put out a more focused piece of content
with better content and more content
right more is kind of still better but
you want it to be written really really
well you they will outrank this person
and that's something that could happen
overnight and they will go gobble up all
of this content right there so let me do
a little bit more googling I'm going to
go kind of quick I don't want this to
run very long but I want you to
understand the ideas that we're looking
at so we kind of went over the trail
races I'm going to leave that for now so
let's do trail running shoes and see
what comes up here I want to see if it's
a bunch of e-commerce that shows up or
what's actually going to show up so REI
definite competitor obviously Amazon's a
competitor runner world so this is a
shoe guide okay so this is telling me
that putting together a guide for all of
the different trail running shoes cut in
the same way we just talked about for
the races like an ultimate guide for
trail running shoes for 2017 has the
potentiality of ranking why because I'm
seeing one ranking right here and then
again it's running warehouse and it's
all of the other places Dick's Sporting
Goods so its competitor competitor
competitor competitor compilation of
data right this is essentially they're
just aggregating data they're going in
pulling oh here's all the shoes and
here's what we think about all of the
shoes Dave and Pam have all these shoes
in their shop or a lot of them so they
could take these pictures the cool thing
for Dave and Pam since they don't run
ecommerce is they could link out through
affiliate links to REI comm with an
event link affiliate link they could
link out to Amazon com
an avant link affiliate link and where
would they link them to to the exact
same page that Google thinks is the
highest possible ranking page for that
right so when they run an affiliate link
yeah they can link each individual shoe
to its individual product page that's
totally one approach but they could also
link directly to whatever this page is
which is looks like a category page in
that same post and what they're doing is
they're showing Google hey look our page
is kind of built the same way you are
Google you really love this and this and
this link we have links to that same
content plus we've got 3,000 words of
content Google's gonna be like ah they
get us they get what our users like
we're going to give them rankings versus
some of their competitions the question
here becomes Amazon's a beast in the SEO
world right like how strong is
Roadrunner sports how strong is running
warehouse how strong is runner's world
probably relatively strong I would never
ever slow down and not go into one of
these spaces because of a fear of
competition with how strong their
website is with that said I would
analyze the numbers and I would go after
what appear to be the easiest targets
first because we all like getting that
kind of instant gratification we like
putting up a post seeing it hit the
first page we like seeing the bump in
traffic it kind of is a sometimes it's a
moral victory right just to kind of keep
that momentum going so let me do a
couple more quick quick searches here
I'm gonna look at ultra Lone Peak I
don't know what that is I didn't even
know that's a shoe company let's see if
they bring up all ecommerce ultra
running so there's the the actual
website okay
so here we're noticing so the actual web
site has four links now Google ran an
update a while ago attempting to kind of
stop this from happening even though it
obviously is still happening and then we
have store store store and then a review
okay so this is really positive this is
exactly what I'm looking at right so
Andrew scre Kahoot I know that guys
maybe he's a trail runner right maybe
he's an expert in his niche but I would
I would go on to guess at Andrews blog
is not quite as strong as Dave and Pam's
blog so inside of their site you do the
one giant ultimate guide to all these
different shoes and then they do an
individual review of
all of these different shoes and the
ultimate guide can link to if you're
ready to buy go buy it here if you want
more information on this shoe check out
our detailed resource that reviews this
shoe in extreme detail and then that
page has a video it's got Pinterest pins
on it it's got to 3,000 words of content
about that one shoe and then what's
happening is you're structuring your
content in a hierarchy you're creating a
silo right so that Google would find
their home page then their blog page and
the blog they would find the ultimate
guide to trail running shoes and then
that would have six or seven things
Google's like this ranks well it gets
good page Authority then they're able to
transfer that page authority down to the
next sub pages which is all about that
shoe in particular and by doing this
let's say they have ten shoes they do
the the ultimate guide with ten posts
and then they do ten separate posts
underneath that they now have eleven
posts in total all in a little web can
all ten of those little posts are
linking back to the ultimate guide
pushing that ultimate guide up in
relevance and the ultimate guides SEO
mojo the DMPA from that is also going
back down to each of those page so they
create this little silo and each of
these sub pages that are about the most
specific content support the next most
specific piece of content which is the
ultimate guide does that make sense I
think that makes sense
so let's actually jump into the keyword
tool now the keyword tool I use is
called keyword finder it's kW finder com
now I am an affiliate for this tool I'm
only an affiliate for this tool because
it's the only tool that I use in this
day and age you can get three free pay
or three free searches from their home
page every single day like the moss so
you don't necessarily have to pay to
play if you don't want to but I like to
have more I often my wife's doing
keyword searches I'm doing keyword
research is we're searching our blog
posts or everything right like our
videos everything so we both use it a
lot I pay 25 bucks a month for their
basic and we get like a hundred searches
a day with that said if you're if you're
selling services for keyword services
you literally can sell a 65 75 69 $49
keyword research package and if you do
one of those per month you're going to
be actually paying for this tool for
by using it for other people and I would
present that to customers before I would
offer SEO services and it was like hey
do you know what your most valuable
keyword phrases are and they say no I
don't even know what you're talking
about
it's like great let's go find what your
most valuable keyword phrases are I can
do it it takes me about three or four
hours but I can do it for you for $67
right now I'll give you a special deal
on it and then we'll come back and we'll
look at the results when you sit down
with the results of what the keyword
phrases are you show them how much
traffic they could be getting you show
them where they're ranking which is
going to be nowhere and you're going to
show them here's the potential you're
getting no traffic would you like me to
put together a plan for you to start
ranking and that's where you sell the
content marketing services that's where
you move them on a wordpress if they're
not already there so it's like a low
ticket sale for marketing arbitrage
business owners you go sell a forty
seven dollar front end product of a very
closed product of doing keyword research
for them show them all the potential
show them that they're not ranking show
them a plan to help them rank for five
hundred bucks a month or a thousand
bucks a month and you're literally going
to stack up clients very very quickly if
you want you can even do it free for
clients you do the keyword research for
free move that free line they're going
to be wowed by the research you did by
your ambition and that could be what
gets you over the hump and gets you
clients if you're not able to sell this
upfront all right let's actually jump in
that's enough talking now I'm going to
go to the app I'm going to log in just
to get all my searches so there we go
I'm logged in at this point now I'm
going to just pull to start trail
running now I'm going to search at a
global level and this tool has a few
different ways it searches and what I
love about this tool is the competition
analysis it does for us you can see
right here it's got this SEO difficulty
and now 56 is hard and what happens is
every niche what is hard or what is easy
kind of changes you're going to notice
over here in this column we have this
difficulty ranking and I'm looking for
these greens right so like stability
trail running shoes I have no idea what
that means but I know that there's 256
searches a month for that somebody's
paying a dollar a click for that and
there's a suit it's it's easy right a 23
I'm gonna click on it just to show you
so when you click on these it actually
pulls it over to here in the right-hand
panel and it'll show you show us what
the SEO difficulty is and then it'll
show us the top 10 so what I would do is
I would present this fray
is to Dave and pan at all-mountain
sports and see if they know what that is
right you can see the number change so
it did go up a little bit but here's
where we get to use this cool section
down here in the corner and you'll
notice Roadrunner Sports ranks it's got
a ranked overall rank score of 14 which
is pretty low right and you can see
they've got a domain Authority of 55 but
the page Authority that's ranking is 14
so how those two numbers work the domain
Authority is the overall website the
page is this exact page which you can
see at the bottom it's stability - trail
- running - shoes you can kind of I
can't point to it at the same time right
so if I clicked on it it'll actually
load the page there you go so this is
the page that's ranking and you can see
it's it's the stability trail running
shoes - th so this is ranking it has
very very low page Authority and that's
probably because there's no content on
here and it there's not I actually
honestly assume that this is all
automatically pulling from some sort of
a data feed so what Pam and Dave could
do is go create a piece of content name
it stability trail running shoes and
they would write content right the way
you go against this kind of a site and
outrank this kind of a site is you go
put out actual content for people who
are searching what our stability trail
running shoes why do I need stability
trail running shoes right the simple
kind of like old school English class
who what when where why how that's
enough if you want but honestly get get
more creative out of video as well when
you make a youtube video that has the
same phrase and then you link it back
you embed it inside of your post you
link the YouTube video back to your post
etc you create this little multimedia
web and you're gonna outrank this
because you'll have more content because
Google wants to deliver content for its
users cool let's jump right back in so
we're gonna kind of keep searching for
other ones and what I'm doing trail
running shorts bingo this is this is
exactly what I'm talking about right
here is we didn't expect they didn't
expect right trail running and you know
if somebody's trail running like they
need more than shoes right you don't go
out trail running you got your Camelback
you got all your fancy stuff we're
talking about like hipster you know
trail running geeks right they come from
San Francisco they want to look the part
more than act the part so they need all
the gear that's what Dave and Pam do
right so this can even benefit them if
they're not buying a bunch of trail
running shorts to see okay Trevor
shorts are pretty popular so again I
click here it's going to pull up and
recalculate this number still easy 36 so
boom what this means is like for me for
Dave and Pam anything that's under a 40
with this metric they could just go
after and I would put a very high
likelihood of them hitting the first
page of Google within a couple of days
by simply writing an excellent piece of
content reviewing all of the trail
running shorts I think they would do so
well with lots of these ultimate
guideposts the ultimate guide to trail
running shorts here's all the stuff you
need to know about different trail
running shorts the length the inseam
stretchy material a versus material B
how it snaps around your waist all that
kind of hoopla jargon right that the
trail runners care about and then you go
review the top five or ten products
those top five or ten products could
then link out to all of the different
affiliate links right and then if they
want or they do keyword research on the
exact products and find that those exact
products get a lot of searches they can
then link and create more content on the
exact products link their ultimate guide
to those exact products like those exact
product pages to the ultimate guide
create another silo outside of trail
running shoes and now they have a silo
for trail running shorts and if they go
through and then they'll have a silo for
trail running events right in Lake Tahoe
and then they'll have a silo for trail
running trails in Lake Tahoe and then
they've got four silos each silos got
seven to ten different sub posts under
it and in the course of two or three
weeks of intense content creation and
publishing they now have absolutely by
far more content about trail running
than anyone else in the greater Lake
Tahoe area and possibly anyone in
California and Tahoe being kind of such
a destination they're going to dominate
and when people search they're just
going to be all over and it will
absolutely have a massive effect on
their SEO and they can make money
through a having advertisements embedded
on the site because most people already
have retargeting pixels from Amazon from
REI etc so when they go to Dave and
Pam's website if they have an ad set
from Google Adsense like it's just going
to show retargeting of something they
already looked at so the odds are
they'll click and buy they would get
paid they can also link directly to the
affiliate programs they get paid when
someone clicks and buys
and of course they're always ending
things with like come in say hi if you
want the inside scoop on the best trails
that we haven't published come in and
talk to our people at the store we keep
the best secrets for the locals right
and if that's their bit and they end
every video in the end every blog post
with that kind of approach of like you
must come into our store and talk to our
people because we're the most
knowledgeable people in this area about
trail running ask them what the best
trails are and then they could have
literally like a print guide or they can
offer a free guide come into our store
and get the free trail running guide
when you're in Tahoe we're located here
just walk in we'll give it to you don't
even need to buy anything but guess what
happens I guarantee you one out of three
people are going to walk in they're
gonna see all the beautiful amazing
awesome stuff they're like you know what
you know my trail running shoes are
actually pretty bad or might need
another set of trail running shorts they
may end up giving away 5 10 15 printed
out pieces of paper to get somebody
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