This interactive lesson was facilitated by Chima mmeje on how to do keyword research from scratch. One of the biggest mistakes you can make when creating content is ranking from the wrong keywords
Name: Chima Mmeje
What Chima Does: Chima is the founder of Zenith Copy.
Company: Zenith Copy
Noteworthy: Chima runs the Freelance Coalition for Developing Countries. She also created The 10x Topic Authority Course for freelance writers wanting to take their professional skills to the next level.
Start Keyword Research By Understanding The Client’s Needs
Before starting keyword research, it’s best to understand the client’s needs and goals. That way you know what to keep in mind and note while doing it.
More competition means more effort. Less competition means less effort.
Chima explains that the more competitive the desired keyword is, the more effort you’ll have to put to rank.
Content Optimization starts from the content brief.
Flesh out the content brief. Understand what assets that need to be added. It could be an image pack, a review style, video carousel either as feature snippets.
Competitor Pages Can be A Sales Enablement Tool
Chima mentions that competitor pages can be very useful as an asset not just for your cluster, or not just for keyword research, but also as a sales enablement tool.
So when it’s two different competitors, what you do is that you write the content from an objective point of view, and then you use the conclusion to sell your product and tell the reader why you are better than both of these competitors.
Connect with Chima
Chima Mmeje 0:04
All right, awesome. Now when I want to do keyword research, usually when clients come to me, they have what I like to call, they have a very broad idea of what they’re trying to target. A very, very broad idea. They don’t have like, they’ve not narrowed it down, basically. So for example, I’m going to use myself as an example, when I was starting out, the biggest mistake I made, was targeting the wrong keywords.
I just assumed that I could target copywriting agency, I didn’t really think about the fact that cooperating agency meant that I was an agency or I’m not an agency, I’m just one person wanting a content writing business. So when I will generate clients, they will be asking for videos, there’ll be axing for every podcast, dude wants emails and want the full circle of what a corporate agency could provide you. They wanted everything. And most of the stuff they were asking for, or stuff I wasn’t doing. I was also ranking for landing page copywriter, website copywriter, I was ranking for a lot of keywords that I wasn’t really interested in doing.
And then when I decided to, to niche down in SEO content, in a way it was kind of late, because I did the beauty authority around those other keywords. So it’s harder for me now, to rank for these keywords I’m trying to target because I already have so much authority in a completely different area. So back to the client side of it. When a client is trying to rank for a keyword Your job is to help them narrow it down. I always start the conversation by asking the client, what is the one word the one thing you want people to think of when they hear your brand name. That is where you start from. So let’s say an example now a client comes to you and say I want to I do project management’s and I want to refer to project management the key word project management, let’s see what that looks like project management. Now this is project management, look at how much searches it’s get. It’s getting like 550,000 monthly searches.
That is a lot of searches. Okay? If anyone is trying to target this keyword, it’s gonna take you years, I’m talking Yes, to even come close to ranking for this keyword. What if the client starts to narrow it down? Then it starts to you start to see less keywords but it also means that you have more chances so if they’re in the SAS space, they’re probably targeting something like project management software or project management platform Do you understand and then I’m looking for some Yes Now if this was a new business I would go after this because this has less keywords and which would mean that probably less competition and there is also a study traffic for it. Now put it management software on the other hand, other than CCK keywords similar competition more traffic so since it has similar competition, it means that it’s probably going to take as much effort
ah, who is talking with your mic so distracted
if your mic is turned on please mute your mic is very distracting when I’m when I when I’m hearing sounds coming from the background please. Alright, so let’s see an example now you have project management software. You can see that it will
try and find who whose mic is turned on right now.
Ah
yeah, I think it’s muted himself. Alright. Now look at these two keywords. Let me let me I’m just using keywords everywhere for this stage right now. We’re trying to find the keyboard that we’re going to start with this is the most important part. Now I’ve looked at the search volume. I’m looking at the competition. More competition means more efforts. Less competition means less efforts. Now I’m trying to choose between project management software and project management platform I can see that project management software has more monthly search volume and the competition per looks looks fair. Now what I want to do I want to copy this keyword and put it in in SEMrush to see what that keyword difficulty is at 70 cents, which means it’s going to be very hard. Now let me put put that management platform
Oh, sure, mistake platform. Okay, also very hard. So it means that I’m probably going to spend as much effort trying to rank for this keyword as I will try to rank for that keyword. So why not go for the keyword that has more search volume. So now I have a topic my topic is project management software. That is what I’m going to go after. Now that I have this topic The next thing I want to see is who is ranking for this keyword because I always like to start my computer research which I always like to start with Computer Research When doing keyword research.
So I’m going to look at all of this and this is how I’m going to eliminate PC mag very generally is the most of the reviews so I don’t want to use them for Computer Research. I want someone who is doing project management software as their main offer. Hive Okay, let’s look at their websites now hive yes project management platform this is a good competitor. So I’m going to copy them I’m going to go back to yes is it keyword gap analytics is it’s been a moment domain overview. Ordered whether SEMrush have keyword overview computer let me just find this calm P t talk
Unknown Speaker [7:04]
comm TT research
Chima Mmeje 7:12
Yes, okay. All right. So at domain one computer second computer Alright, so you see why we came to came to keyword gap which is to find the gap between our clients and the guys who are currently ranking for this keyword. So picked hive number one will pick monday.com Yes, I know for a fact that they do project management so let’s add monday.com here wanted to come next. Okay, again, eliminates fault because Forbes is not a data marketing source like project management. So let’s check out this site’s opinion seamless user feedback software.
Nope, this is not this is not their core focus, then we want someone who is doing this idea of core focus. Alright, let’s look at this site squirrel. Okay, walk management software. Yes, this is also a competitor to put them in there. And let’s see. We also have Asana Yes, I know Asana others project management. So let’s put us an idea asana.com. So another calm alright. Oh, this one is good project manager to come. Alright, so I will remove this and put project manager to come. I want good competitors. Now, who is going to be our clients want to pick someone from from all of this and use them as our clients? So I want to go far. Let’s go to page five or Page Six and pick some random websites and use them as our clients. Okay, let’s see project management software.
Simple group. Okay, online project management software. profs. Oh, this is going to be hard for me to pronounce. Predict inside. Yes. Okay. Let’s see this. Yes, so let’s assume that project inside.com is our client so we put them in here, put that inside calm, and they will click Compare. Now, if we’re doing this on h refs, we’ll come here, put our websites search and then come to content gap. And then put all of those competing keywords in here. Sir, hi, one. The good thing is yes, hrs allows you to add more computers than done Is that similar ish? So that’s that’s good thing. High School.
Oh, okay. Let’s see we have Asana, yoga asana calm. We had my project management’s Sydney. Okay. We had Asana. Yeah, we have projectmanager.com. He had Project manager.com. Yes. And let’s pick one more. Okay, the digital project manager. Okay. The digital projects. Digital Project manager.com. Okay. Okay, deep opacity adds colour to these days. Oh, score on Monday. Alright. score.com monday.com.
So you see that HF just gives you gives you the ability to add more computers and SEMrush limited to I think, three. Yeah, 1234 competitors. So that’s the difference. Now, here’s my problem with HF is that if I limits now, once you have all of this, the next thing wants to do is to whittle down this list. So I’m going to put our target keyword. That’s where I like to start with because I want something that is as salient as possible, I want something I want to pick the the keywords that are most relevant to our topic. So our topic is What project management software. Okay, now I want to start here. And then I want to whittle down that list. So see, now here’s the thing I leave with with SEMrush. If I do the same thing here, filter by keyword.
Filter by keyword. Now I can I can I can highlight, I can start to filter that choose what I find most useful from here and add them to a keyword list of SEMrush. I’m not seeing the option to do that here on on, on HF. So already, I’m just going to stop here on each as well. I think what am I will do on SEMrush. From this point on, you can apply to triage. So for here, right now, I’m going to pause on using HF I’ll move over to SEMrush.
Alright, now we’ve whittled down the list, I don’t want to see what we’re sharing because that means that we’re already covering that, I want to start by seeing what we’re missing. So I’m going to go to missing. And then I’m going to start choosing keywords. Now this is how I start using keywords, you want to start choosing keywords from the bottom, bottom of the funnel keywords, those are those that are most likely to convert. So I want keywords that mention maybe like best of this. Basically anything that’s going to give me money keywords. So that’s what I’m going to target. So yes, something like this best project management software tool. I also want keywords at the middle of the funnel, something that is going to allow us to build authority.
Okay, so as I picked this keywords, I’ll try to explain my reasoning for choosing each of these keywords. So that you can also use that when you’re doing keyword research. So I’m picking this best project management software because it’s a bottom of the funnel keyword also has great search volume. This is going to be less your pillar page. Project management software. Okay, process management best project manager software free. So now we’re just we’re just picking keywords that we’re going to add to our list and then mostly do a boosted like more. Removing more stuff when we’re actually disable this step is just to pick keywords. Okay, marketing project management software cool. Now this means that this is a four keyword that is project management software for Okay, that is going to be a personalised landing page automatically you already know that this is going to be a personalised landing page for who for for people in marketing.
So it will be project management software for marketers, or you can even turn it to predict managing software. We definitely need software for marketing agencies, whatever it is, we’re going to look to search to tell us how to do that but Want to get this? Okay, simple project management software ready picked. So it’s aligned with this one on top creative project management software. Now this is for who for creatives. So you can see all the different audiences that they imagine just by doing the keyword research. webinar software for Mac, Google project management software, small business again, this is a personalised landing page project management software for small business.
See, this one is for who? For engineering, for small teams, for teams, okay, so there’s just so many parts of personalization that you can find from doing keyword research. And then it’s up to you to do or to build those personalised landing page or get your clients to hire a Commercial copywriter and do those landing pages. Alright, let’s get going. Okay, cloud based, okay. Collaborative, most popular. Now, I don’t want to use this because this is vague.
I always want to avoid anything that is vague. I don’t want to go after this because this is a navigational keyword for Asana. Asana is to be to compete with Yes, Argyle. Okay. I also want to avoid anything mentioned in yours because it’s going to require me to be updating it every year. And this is title 22. Watch, I want to avoid this compare. Now, this is a good one. This is middle of the funnel. I can use this to create a comparison page between my client and everyone else who is ranking for this keyword.
Okay, now, I’m just I’m going to try a question. Now. I want someone to tell me, what can we do with this keyword? If you want to talk, just unmute your mic and tell me what we can do with this keyword design. Project management software. Hi, okay. Yeah. Hi. Yeah, I think
Unknown Speaker 17:14
we’ll the key word you’ve highlighted, we’re going to invite them into your
Chima Mmeje 17:19
No, no, no, no, just this one. This one, design project management software. What can we do? Let’s say we are building out what we are creating content now. What type of content can we create with this keyword? Based on what I’ve been saying about personalised keywords and landing pages?
i Okay. Do you know I can’t really see. Okay. Yes, it raise your hand is race. uterus, you can speak?
Unknown Speaker 17:49
Yeah. So we could have a personalised page for designers.
Chima Mmeje 17:54
Very good. Perfect. That’s what I want to hear. I want to make sure you are fully what I’m saying. So yes, just by looking at this page, as you’re doing as you as you’re setting this keyword, your brain is already like laying it out. Your brain is already telling you okay, this is what I can do with it. Then your next step is going to be looking to Google when you already have all of these keywords to confirm that what your brain is telling you also make sense on search. Thank you so much for dangerous. Okay, let’s keep going. Yes, types. This is a very good, top of the funnel keyword.
Marketing Okay, for nonprofits good. What is the best project management? Okay, benefits for individuals, okay. personal projects for creatives. Time Tracking, Oh, good. Now, why will we speak free because if you if you’re either the clients tool has a freemium freemium model, that means it’s a free to start using and then maybe after one week, you have to move to a paid plan or maybe after one month you have to me to move to a paid plan. Or maybe they have some futures that is free forever, then it’s great to target these free tools because anything free keyword is a bottom of the funnel keyword that allows you to acquire users for free but some of them are also going to convert into paid plans. So anything free is going into our keyword research.
So you can see that it’s a very slow process. I want to take you through everything. So that you see how Low. It really is. And then once we take all of these keywords into an Excel spreadsheet, then we’ll do a further whittling down of the list. Okay, examples of project management through like I think I think we’ve already like, picked out. Yeah. Okay, so I am going to add all of this add to keyword list. Create a new list title, it’s project management, software, PMS. Oh, that doesn’t sound good. Project management software. Okay. And now I have my list here. So, I also want to identify what are next thing I want to do now? Is to come back here. Oh, okay. Let me see where there’s management software. I like to look for vessels keywords. Let me see if I can find anything. Okay, nothing.
Yes, yes. So I like to find vessels keywords because they allow you to rank on either side of, of the keyword. So it tells you what are people? Okay, what mistakes that people make when they’re trying to find that key word, or what are they comparing that software to. So it allows you to provide clarity. So that’s a very good way but that may mean versus programme management versus project management. Okay. As another smashes these are competitor pages, now we’re looking at competitor pages. Now something can do with this is that even if it’s not your brand name that they’re comparing, when you when you when them sales teams jump on calls, for example, I don’t on call we did within links. And a lot of what Unix does is also well market ministers.
So I can put that in the market Muse does this phrase does this. So after we call, they sent me an asset, the asset was inlinks versus market muse, basically showing me all the things that they do, by market news doesn’t do all the things that they do better on market news, and all of the advantages. So you can see how this competitor pages can be very useful as an asset not just for your cluster, or not just for keyword research, but also as a sales enablement tool. So when it’s two different competitors, what you do is that you write the contents from an objective point of view, and then you use the conclusion to sell your product and tell the reader why you are better than both of these competitors. So it’s a great way to target competitors, even if you’re annoying this conversation here because maybe you’re still new, but at the same time to insert yourself in there by stealing that navigational traffic. So let’s take this goggle project management.
Now we don’t want certificate keywords that’s very vague. Okay, milestone versus deliverable, okay, this is this is this will be for that Tao when we written all of our content, this will be further down. Requirements was a scope project director smash it versus Trello. task management versus project management. Okay, now, what am I avoiding and avoiding things that mentioned job roles? Okay, I’m looking for, for keywords that mentioned the tool itself. There’s a difference. If it’s mentioned in a job role, this person is not trying to buy a tool. Do you understand if it’s mentioning the key word for the tool itself, then there is a chance that this person who is researching this is trying to gain clarity, they are still learning.
So this is top of the funnel? Just for you to understand why am I avoiding keywords that are mentioned in job titles like Project Specialist, project manager and the rest of them. And then I’m looking at the ones that are mentioned in computers, or that I mentioned in futures. Because then I can decide what I want to work on. Now you see that it’s very important for you to have at least a vague idea or some fundamental understanding of what the key word is, who are the players in that industry? What are the terms that they are using, so that when you’re doing your keyword research, you are not going in blind? These terms make sense to you. And then you can use that to do what to pick the right keywords to target. Okay, so I want someone To raise their hands and to suggest keywords for me to take based on what is showing on my screen right now they haven’t selected someone raise their hand. And then come and tell me which, which of these should I be clicking on? Based on what you’re seeing on my screen
someone, someone raise your hand so I can see you. Nobody. Okay, so good day. Yeah. So you do? Yeah, I think you should go for project management versus task management. Awesome. Okay, what’s next?
Come on, come on. So give me give me something else. I’m sorry. I’m going, Oh, wow, Google project management versus PMP. Okay, now, that’s that’s Yeah. Hold on, hold on. If you’re saying Google project management. Now, because I don’t understand it. What am I going to do? I’m going to google it. There’s a lot of googling that happens when you’re doing keyword research. So let’s see, what is Google? Google? What was that Google project? Management? Okay, it costs, it’s a costs. And we don’t want costs keywords. So back to our keyword research. So that’s a no, because we don’t want what costs keywords.
Okay, so give me give me something else. I wanted to say capacity planning and resource planning. No, that’s not. That’s not relevant. It may be further down the road. But at the start, it won’t be relevant to what we’re doing. Oh, okay. So we’re looking at top four now, right? Yes, we’re looking at once not not like not not top one. We’re looking at what what should we be starting with right now? As as we’re creating content. So if you’re saying planning versus resource planning, then it is not going to be relevant right now, because it doesn’t relate to project management was something mentioned in project management was something directly related to project management right now.
So what to pick as many topics as possible, that are either mentioned in project management that are either mentioned in a future of project management, or that I mentioned in competitors, because what we’re looking for right now, at this is keywords, either futures or competitors. Okay. Yes. All right. So I can see seven hands raised. Let me see. Deborah sabinas Come up. Since we’re focusing on the competitors, I think quick lesson similar to Yes, that’s a very good one. Yes. That’s a very good one. There’s also JIRA versus planner. Very good. Let’s see.
Do you ever says planner, I don’t know planners is vague. So let’s see what our keyword is about JIRA versus planner. So this is Microsoft Planner. Okay, that’s a good one. That’s a good one. Let me pull this down. Okay. Yes. So wash. It’s Yes. Do you ever just planner. Okay, very good. All right. I’m pulling up my screen more. Pick something from here. Is there anything you see here? I should pick the borough? project coordination versus management? Well, that coordination. No, that’s not. That’s not. That’s not relevant enough. That’s relevant enough. Let’s see. Let me scroll up more.
Okay, now I want to do tax book versus Kanban. Team Tax Board versus comma. Let me let me look at our keyword syntax board. Team Tax Board, versus Kanban. Scrum boards versus Kanban. Okay, from boards. But this isn’t about this thing. Okay. This is This is big. This is how this is framed. It’s many intense. So he said, This is why it’s good. That way, you’re not sure about a keyword, that keyword Google and then see if it’s going to be a good fit. There are too many things coming up for this. So we’re going to use this. Alright.
Thank you, Debra. Now, is there anyone that has taken my course the TEDx topic authority course if you have, there is a model in there that talks about siskey was deprioritize. I want someone who has taken that course and was taking this particular model to come up and tell me what are the type of keywords we should be looking at That’s right now. Okay, I can see three raised hands. Let’s see. Double. Okay, double raise your hands to raise for this question I just asked. I’m talking to people who have taken my course. And that’s have done the module on keywords deprioritize Okay, Farooq, Johan is up. Have you taken my course? Okay, Deborah. Oh, you were late. Yes. I know. They were taking the course. Okay, Deborah, come up.
Unknown Speaker 30:33
Okay, um, some key was to prioritise. I can remember the morning pages.
Chima Mmeje 30:39
Okay, we’ve we’ve picked a lot of money pages requests are free and all of that. Oh, okay. Deborah, give me an example of a money page that I haven’t picked.
Unknown Speaker 30:52
I see the screen again.
Chima Mmeje 30:54
No, no, no, there is no screen. There is nothing now. I’m just telling you. If you can remember what, what because I know I gave some examples of money pages. Can you give me an example of a money page? Like a product page? Okay, another example.
Unknown Speaker 31:09
A promo for example, the free resources that you picked the other time?
Chima Mmeje 31:13
Okay, that’s a good one. That’s a good one. Another example of this demo. Best something keyword? Yes, we fix that? Very good. Very good. Very good. That’s a good example of a money page. That’s those are very good examples of money pages. So if we had something around demo, that would have been another good example, because someone who is looking for a demo is more likely to buy the song Who is asking what is or all of all those questions. Now, we’ve done a very narrow computer reset, because I don’t want to go too deep. So the next thing we want to do is to go back to magic tool SEMrush keyword magic tool.
And put our keyword in there was our keyword keyword is projects. Projects. management tool. Okay. So what we want, we want exact match as much as possible. Want something that is as relevant to our topic as much as possible, and then want to start picking keywords. A good thing that SEMrush does, again, is additional intense. I don’t know if I can filter by intent. Let’s see. What’s up? Yes, I can filter by intent. So if I want to filter by commercial keywords, I can just click here. And then SEMrush is just going to show me what commercial keywords so I can start looking at too much. It was a bottom of the funnel. So I can start looking at commercial keywords.
And then pick something that I like we’ve already done a lot of we’ve already picked a lot of masa keywords, so I’m not going to pick anything from here, I just wanted to show you, I can now change that intense and find something around information it was because we want our research to be balanced. So now we have information about keywords. Alright. Now, I want someone to come up, I’m going to scroll slowly, I want someone to come up and then tell me some keywords that I should be picking.
Now keep in mind that I want keywords that are very relevant to our topic. Now even if you don’t see the keyword here, you feel free to suggest keywords based on what you think we should be targeting for top of the funnel. Alright, raise your hands and let’s see who wants to come up and help me out here. Want to pick top of the funnel keywords? One pick informational keywords. Again, like I said, it doesn’t have to be something on the screen we can use Google to to ascertain if these are keywords that I was going after who wants to come up and help Okay, I’m gonna Alright, I’m gonna You can unmute yourself
yeah, I can hear you. Right. So what should you be going for? Right. Now hold on, hold on. Don’t even look at what is what we have here. Based on the topic. What are some ideas for top of the funnel keywords off the top of your head? I think we should first give information to over here is what is project management tool. Very, very, very good. That’s what I wanted to hear. That is where we should be starting from what is project management. Okay, let’s start with what is project man In a software, let’s see that has any search volume. Good. This has a search volume, this is our top of the funnel keyword here.
Okay, when you’re doing keyword research, you want to start with the what is keyword? If it has a search volume, fantastic, you can pick that I can now pick this, what is project management keyword? And then I can take it to our keyword research tool. Okay, yes, I want open this new new tab. And then plug this in here. What is Project Manager software search? Yes. And once I find that, I just press this plus sign and deceits it’s going on keyword research. Okay, I’m not what else are you thinking of that we should be adding? I think we should also learn how to choose project management tools.
Oh my God, I wish I could high five you right now. I wish I could like give you like, go high five. How to how to use project management software? Oh, sure. Okay, how to use project management software, say this has a low search volume. So that means that if it has a very low search volume, we’re not going to create content for it. So what we’re going to do is that we are going to add this. On that what is so when we are doing we are doing the pillar page of what is this is going to be a h2 sub heading there. So you can see already the content was created the content, but based on the keyword research that we’re doing, is already taking shape. Okay, so now we can add this how to use project management software, boom is going in there. So that’s like top of the funnel. So you have waters you have how to there’s another one by once I want to see if I’m Nanos, it. I’m not what type of top of the funnel content? Should we be thinking of
Unknown Speaker 36:59
top of the funnel, we should create informational content. What else? Yeah, give me an example. Give me an example. Like, for example, we are content managers. For example, we should write content for project management software for content managers for content teams.
Chima Mmeje 37:20
Okay, that’s a personalised that’s not it, once you start seeing four, then you have gotten to the middle of the funnel, because you’ve now you’re now going deeper. So anything that has four in front of it, let’s say project management software for marketing agencies.
But as management software for design teams, for less major software for anybody at all, you’ve left the top, and you’ve come to the bottom. So just to make that clear, that is a middle of the funnel keyword, if it could also be a bottom of the funnel keyword because people can convert either the middle or the bottom. So another example of why you should be creating at the top is types of because it’s something people are looking at. Also, I think we already have that, but I just wanted to show you an example.
Unknown Speaker 38:04
I could write on top five top project management software’s.
Chima Mmeje 38:09
So let’s see that has Yeah, this has a good search volume. So now you also want to see if someone is if someone is creating content around that. Okay, no, three types of project management software. Alright, so if you don’t see the exact contents, if you don’t see a content on Google, when you search that keyword, same types of, then that tells you that it’s not a content you should be creating, it tells you that you should be putting it under another page. For example, now look at this. Project core.com has types of project management under their pillar page.
And it’s probably going to be the same for everyone else. So while it will be part of our keyword research, we’re not going to create content for rates, we’re going to have it under our words, our pillar page. Okay, we’ve already picked it. So we can also pick this. So all of these, all of these are just one keyword, to be honest, and they’re all going to come under our world, our pillar page. I’m gonna thank you so much. That was really good.
So I hope I’m really I’m really hoping that as we’re doing this, we’re carrying everyone along with like top of the funnel, and then we’re coming down to middle of the funnel. Now, again, to those who have taken the course, my course specifically, I want someone to come up and tell me some examples of middle of the funnel keywords and why we should be setting them why would we be searching for now on that project management software? They’re there are many of you in here. So I’m seeing everyone on this list. So if you’ve taken a course, or even if you’ve not taken the course, you can still raise your hand Just tell me some ideas of examples of keywords that we should be targeting. At the middle of the funnel. Come on, let’s make this phone someone raise your hands. I can see Yes, Joshua.
Unknown Speaker 40:13
Okay, project management software for consultants.
Chima Mmeje 40:15
Very good. Very good. Very good. Very good. Now, I want you to, I want you to explain to me how you came with that to that. How you came, like with that thought process for that specific audience. Okay,
Unknown Speaker 40:31
many consultants, they, they have, based on their work, they may like to manage their project, and they may like to have something they will use to simplify their workflow. So if they can have something that is still owed to their niche, it’s general, like general project management software Botelho to the project management of their portfolios. Yes, yes. Because if I want to, I still go to their niche, it would be to be a good keyword for them.
Chima Mmeje 41:00
That’s very good. That is very, very good. That’s very good. Someone else? That’s a good one. Joshua, Does anybody else want to come up and give us another example of, of a keyword that we should be targeting for middle of the funnel? All right, I can see some hands raised Fatima. Okay, let me give this a try. So I think why, okay, now, let’s take out the why project management software for small businesses, we have already, okay, why project management is important for small businesses, or, okay, that will be too long.
Because if you if you if you if it has like five words inside it, that the more words a keyword has, the less search volume is going to have. So if you have something like why importance of project management now, for example, that’s just the rewards importance of project management. That’s a good one. So now, again, always you want to look and make sure that on search, there’s content for that specific keyword. Now we can see that there is content. So we cannot take that copy. It’s going to our keyword research, put it in there. See if it comes up with volume. Yes, it does. And then we add it to it. So it’s just reworking what you have in your mind. And then finding what would be the most valuable thing with traffic on Sep. Thank you so much for that. Fatima. Do you want to add something else? No, it’s fine. Okay, awesome. YBCO. What’s up? What do you want to? What do you want to give us today for middle of the funnel keywords for this for this topic?
YBCO Can you hear me? Your hands? Your hand is raised. Okay, because he’s not here. Hannah. I can see Hannah’s hand is raised. Hana. Are you here? Can you hear me? Yes, I can hear you. I was thinking, project management software for startup. Yeah, we have. Yeah, that’s a good one. That’s a very good one. In fact, let me just say this genuinely, if you’re doing any keyword research for SaaS companies, that is always a good idea that there’s going to be a for startups attached to it. So thank you for that, Hannah. We have four startups already from the initial research that we did with our competitor research. So that’s a very good one. That’s a very good one. All right. Anna, do you want to suggest another keyword? Or do you want me to pick someone else? You can pick them out? Awesome. I’ll catch you. Cool. I can see your hand raised. Do you want to suggest a key word for us? Okay,
Unknown Speaker 43:58
I was thinking of probably something like probably best project management. So
Chima Mmeje 44:03
yeah, we have we have all of those already.
Unknown Speaker 44:06
Okay. Probably, I was thinking of probably cookie comparison is what’s on the phone. So
Chima Mmeje 44:17
we’ve done our comparison, we’ve picked our best stuff. So those are good ones too. Alright. Let’s move on. Now. Let’s look at this information here now. Now, all of this information. Okay, this is informational keywords. So I just want to go through this slowly, and see if there’s anything that I can pick from here that we haven’t already covered. Now, when I’m picking information out keywords, I don’t want to pick competitors. I don’t know nothing about computers. For informational keywords. I want to focus on themes that are just talking about product management, so that I can personalise it i As much as possible so a lot of this can be Tito keywords Salesforce project management tool. No, this is not this is not even information out to be honest because this is this is navigational.
Anything I mentioned the competitor and attaches the keywords read is navigation now because it tells you that the person is trying to find information around that computer. Alright, so let’s say there’s Microsoft Office having like a Nope we’re not picking that how to use JIRA as a project management tool okay. So you can see the most of this if I had all of these are competitors which tells you that this is a very difficult market to rank for very difficult market let’s look let’s look let’s see Is there anything else the que tal project management web based cloud deep have picked some of these already for picked anyone is going to show like a mark in front of it. Agree Microsoft and so that’s how we know that we picked it best project management tool clients versus clarity projects creative but I think we’ll pick something on creative how to use Google Calendar as a project management so that I can pick this because this is okay, what’s the keyword? What’s the search volume we’re just testing now know what it’s not what it’s okay, let’s see. Alright, let’s pause here and export our list. Exports what’s happening we have no this is this is not correct.
Project management’s okay. Yes. Okay. All right. So let’s export this okay now this is our keyword information. What did I just press? Where’s the data? Where is the data? Okay, yes. All right. So this is our keyword information. What I want to focus on I don’t need this information because to be honest, it’s not doing anything for me. tags I’m not using tags for anything. I want my keyword volume I want my keyword difficulty cost per click nothing really competitive. Okay, good to have yes Kay share what did I click OK yes I still have what I want Okay. Can’t be Tito’s now this is this is what I want to see. Okay
where he starts yes Wrap Text Very good. Now I want to filter this by this okay, let me see. I think I want to take this
I’m trying to figure out how to how to I don’t know okay, let me just let me put this on on the let me put this on Microsoft’s sorry on Google Spreadsheet because I am not very good at Excel Curie New Folder project okay project and then I can copy Yeah, yes this year. And open it
much better now. I don’t feel that this form. Is it Z to A Yes. I’ll filter this by the keywords that have the most search volume. That’s what I always start with filter by keywords. I have the most search volume. So what I do, this is how you’re going to know your least you’re going to take this keyword. And I’m going to plug it in search to see who is ranking for this. How difficult is going to be for you to rank for it even does if you should be starting with this keyword.
So now I can see that the people who are ranking for these keywords are like really big websites. Okay? If they’re really big websites, and the keyword difficulty is 84. That tells me that this is going to be extremely difficult for me to rank for. So I’m going to avoid this true. Excuse me, and then I won’t start, I can start here. Okay, good. So admin software, free free product manager software, both of them are the same thing. So I can start with either of this keyword.
Now, it’s very important to look at this set futures because I make a note of this when I’m doing classes, and I can tell the client, okay, image SEO is ranking for this keyword, Video SEO is ranking for this keyword. That means that when they’re writing the content, they need to use, like FAQ schema, they need to add images. And then you can even look at search to tell you what kind of images are ranking and what kind of video contents is also ranking for that keyword. This step futures are extremely important. Very, very important. Okay. Now, I know I already know I don’t think we need to look at separate you know that these two keywords are the same thing. Other project management software I want to see and make sure that again, there is actual content for this keyword, and what type of content Okay, now, based on what I’ve opened on SAP, I want someone to come up and tell me what the title of our article should be. This is what SAP is showing you right now. You know, I’m always saying look at the SAP and then use the sap to to make your decisions. Now based on what the Secretary knows, I want someone to tell me first of all, is this middle top or bottom of the funnel? And what should I try to be Joshua?
Unknown Speaker 52:22
Okay, I think it’s a okay, that means I think it’s middle of the funnel.
Chima Mmeje 52:29
Why do you say that? Why do you say that? It’s not a matter of if you’re right on the violin, and yeah, so why do you say is middle of the funnel,
Unknown Speaker 52:36
okay, because it will lead you to, okay, maybe it should be taught should be bottom of the corner, because this will lead you straight to the to the the buying, making, making buying decisions, it’s like teaching you a best of lists of 10 lists a top 20 list or these two, so you will pick the best one that you can maybe your is like you’re already making a decision. So you are already you already known the product you want, okay? Or your your your the unknown the decision stage or Okay, which is the best for me, which is not the best one is when you choose the best, then you can now go ahead to make the purchase and buy it too. So for the other guy software, the agile project management software keyboard I think
Unknown Speaker 53:20
should be what should be should be it should be around
Chima Mmeje 53:26
around what is the topic based on what you have seen on SAP right now. What is the topic? What should we use as our topic? If we’re writing this content piece? What would be our title based on what you’re seeing?
Unknown Speaker 53:38
Okay, hope then as I present my software. Let me start with that I go. I think it’s almost the same with everything I’m seeing here.
Chima Mmeje 53:46
Okay. That’s a very good idea. That’s a very good idea. I want to take one more opinion before I say so. I think I think the Buddha’s hand was up, but he just puts it down. Okay. Okay, so you want to say something? So I think it could be best agile project management software. Okay, best their best or something? Okay. Okay. Is this a top middle or bottom of the funnel keyword? I would say is middle of the funnel because of what Joshua just said.
Okay. All right. So I’m gonna answer this also had the better answer because you want to look at the step. And now by looking at the slide, you’ll see numbers popping up 20 best, best 16, top 10. Five Best that tells you that your title has to have a number in there. Now, if you have seen best, best, best, best best, that also tells you that the title for this has to be maybe let’s say 15 of the best projects management adult project management tools, but the one I liked the best is this one from Prof hub. Now, who can and tell me why I liked this title. I want someone to tell me why this has this is the best title.
Someone Raise your hands? Why this is the best title? Pacific? Why is it specific? What makes this specific? Project managers for project managers? Yes, yes, very good answer. So do you see that, the more specific you can be with your keyword research. And the more you can tailor those keywords to into an audience, the more conventional you’re going to get. There is always the temptation to go broad, but going broad doesn’t target anyone. You can see that they are also ranking for the main keyword of other project management software out there ranking top look at the ranking top. But they’re also ranking for project managers. So it’s going to get them traffic both ways.
Just something to always think of ways to do your keyword research. Always think of how can I tell this to a specific audience, while still also ranking for the main keyword? Alright, so this stays in? Again, this is going with words, this keyword here, so I’m just going to move this What am I doing? What am I doing? Okay? Yes, move this here. Because they’re all in the same bracket, marketing project management software. Now we’ve established that, okay, we’ve established that this is for marketing agencies. But let’s look at what the sap is saying always we’ll go back to the SAP to get our answers. This is another Best of which tells you that this is again, bottom of the funnel, which also tells us that our title, if when when we decided to write this content, we have numbers.
Now, what else I also want us to come and tell me what else we are seeing from these topics? I want so on there’s something different about this from the first one. One Future is different here. Okay, let me help. Because, again, Hannah, what is different from when this results? And the first one? I’m the topic for this search. They’re showing the year. Very good. Very good. Yes, is showing the that means that we also have two people are writing on this content, we have to say 15 of the best project management software in 2022. And then next year, we have to make a note somewhere that we have to come back in January and change this year to 2023. Now, who can tell me how do we write this content in a way that allows us to keep updating the year? Does anyone know how to read this content? Because improvising this content, nothing’s going to happen in three? What do we do? So that next year, we can just go in and change it students in three, Mary? I.
Unknown Speaker 58:01
So I avoid writing the year number in the URL.
Chima Mmeje 58:05
Very good. Very, very good. Thank you so much. I love how everyone is very, very engaged. This is very good. So if you’re writing content, if you are targeting a keyword that mentions the year, you are you write the keyword look at let me pull up this one, for example now and then you see that they probably don’t mention the year, can you see that this is the URL, he doesn’t mention the year so that every year they can come back, update the contents here. And then they can change this date and say updated on whatever the date was. Okay, so very important to remember.
Now, this is a very good one, I want to say all of these keywords seems seem to be the commercial keyword, which is good, which is good. So I’m gonna say, okay, yeah, this is also a commercial key word. This is for who creatives for Mac, small business. These are all bottom of the funnel keywords. So let’s say importance of project management. Now, why were we where are we taking this to Google step one to make sure that is actual content, because sometimes this content might be tied into what is, which will tell you that well, you don’t need to create separate content for this, you just add it as a h2 sub head, you know h3 sub heading, were discussing the what is content.
So that would mean that it would not be a standalone keyword. But now this app is showing us that this is a standalone keyword. So based on everything we’re seeing here, we know that this is not number based. This is why speed test management important blah, blah, blah, blah, blah, blah, blah. Now someone come up and tell me what is an asset that we can add? When we’re creating this content piece
somebody, come on, come on. I’ve already mentioned it before. If we’re creating the content or importance of project management, what is an asset that we can add? When we’re creating this? Okay, Hannah, what can we add? Thank you. I can’t hear you. Anna. What did you say? FAQs frequently? Very good. Yes. Very good. Very good. You can see that Prof. Is it proof Oh, proof hub has FAQs. And he’s shown on site before showing on set, he shows you that words, it’s Except.
Except future for that keyword. Here’s another one smart task, you can see that. So it doesn’t particularly mean that you need to have FAQ, it just means that you need to be would like to request your lysing your sub headings, your sub headings, we are writing this piece has to be in the form of questions. So that you get picks up, it gets picked up for FAQ. And for people also acts. They also mean that you need to be using FAQ schema, when you’re creating that content. There’s no other assets. i That’s an asset. I also want to mention, please, somebody mentioned this assets or I’m going to I’m going to cry, Joshua.
Unknown Speaker 1:01:20
Okay. You said something about how to do keyword project management because of the low search volume that it has. So you can say you can make it as the h2 tag.
Chima Mmeje 1:01:29
Now, once the assets assets assets to create to add, if we’re creating this content piece, what is the assets we are going to add?
Unknown Speaker 1:01:39
Is that a video a demo?
Chima Mmeje 1:01:41
No. So what is the assets? Like a free template? No.
Yeah, yeah, this is really good. Yes, yes. Images? Yes. Now, this is a trick to add in images, you don’t have scripts, any random images or put it in the content? Okay. You look at the type of images that are already ranking.
attache, please don’t have your mic. Or I’m going to remove you. Thank you. Just turn off your mic, please. Joshua, please turn off your mic. Thank you. Now, when you’re creating images, you can see some examples here. These are examples, you always want to be looking at yourself, like I studied the SAP like a maniac. It is very important when you’re analysing each of the keywords so that you know exactly for example, when I’m adding that content for my clients to create images, I’m going to link to one or two images that are found on sale. So they have an idea of what type of images to create.
So it’s telling me that okay, types of project management, these are all tied, but yes, let’s say this, these are the kinds of images that are coming out. So maybe something that is explaining an image explaining the what’s what’s the key word, we’re looking at, again, an image explaining the importance of project management. But this is this is what you want to analyse all of these pictures, find patterns in these features, and then use that to create yours, I keep seeing stuff like this, like circles popping up. So we, we might create something like that, an image that looks like this.
Okay, it’s just something to think of that day, so much that you want to be at that you want to be looking at when you’re doing keyword research is not just analysing it’s also analysing why is this content ranking? What can we add additionally, to do better than our competitors, so we can create something like this. So the importance of project management, and then puts bullet points around the circle, you can see that this is kind of like, what keeps popping up is finding those patterns and then using those patterns when you’re creating your content, because the whole idea of doing keyword research is going to lead somewhere eventually.
Alright, so now our pillar page, what is project management software. Now, when you create your pillar page, it’s perhaps it’s not the most important page in the cluster. I think that’s a misunderstanding. The pillar page is not the most important is the page that ties everything together. It’s your opportunity to rank for as many top of the funnel keywords as possible. Now, again, first things first, you can look at SERPs and I can see images popping up that tells me that okay, and To create images I can see people also asks, that tells me that I want to have my FAQ in there.
When I’m defining what is project management, sometimes you will see a definition that will pop up as a future snippets, I want to use that definition, something similar to that does reverse engineering as my own definition, so that I can steal that future snippets. If I’m not seeing that pop up, either something on the side here, this tells me that there’s a Wikipedia article ranking. Now, which brings me to the next part. If you see a Wikipedia article that has the knowledge pack for a keyword you’re going for what you want to do you want to open that Wikipedia article.
Copy all of that content I’m coming into what am I going to cover next week already from here? Okay, no, let’s not go into this. Now. We’re going to this next week this is going to be on content optimization. But already you can see images you can see the images are coming up. So that tells you that we need to have words we need to have images. Now. I want someone to come up and tell me what should our title be? And also want to say what’s this project manage myself to go more than that? Yes. Obviously attaches lots of spares manage the book. There is much rates based on what you’re seeing someone come and tell me yes Joshua, why should I try to be
Unknown Speaker 1:06:29
a definitive guide to project management software?
Chima Mmeje 1:06:33
No, no, no, no, no. Let me be clear. Our title must have what is project management software India. Farooq.
Unknown Speaker 1:06:45
Okay, so what is project management software? In practice? A guide? Look, example.
Chima Mmeje 1:06:54
Yeah, that’s good. That’s good. That’s good. So I’m seeing futures I can see what is project management software, futures. Definition futures and examples. That’s a better title. I don’t think we care but there is more than one handed down define what counts. This is what I want to use your I do have that idea. I do have data Suzanne says disease cartels bots, please. Sometimes it’s okay to go right. So what is predicament in myself to put that question because that’s what you keep seeing you want to follow the pattern, but you also want to add something extra, then we can have definition, futures and examples.
That is our topic. As you’re doing the keyword research. Again, think of what the topic is going to be Think of what you’re going to need to create for that content piece. Now, all of all these ones are words, most of these are personalised, are going to be personalised landing pages. But I want to do something now and I’m going to call someone up to tell me what we’re supposed to do. Best contents software for small teams, okay.
Okay, now, I want someone to come up and tell me do we create a landing page or a blog post for this keyword? Because that’s another thing. You need to wait I mean, each of these keywords, is it going to be a landing page? Is it going to be a blog post? Someone come up? Tell me. Okay, I can see some hands raised. Okay, I want to pick someone if possible, who has not? Okay, let me see. Yes, Tito, or Joe made to be how can I see your name? Right? Yeah, I want to be someone who hasn’t raised their hand before.
What type of content are we creating for this keyword that highlighted? I’ll prefer a blog post. Very good. How did you know it was a blog post? I suppose it creates. I just feel that way creative. No, no, no, no, no, no, no, no, no, no. There are no feelings. There are no feelings. In SEO. Don’t use the word feeling feeling means that you are doing it off the top of your head. No. Use data. Yeah, give me a data let us easily optimise that keyword to rank. No, that’s not the answer. That is not the answer. I also don’t be why are we creating a blog post for this keyword? Grace Kimani? Hello, hi. Can you hear me? Yes,
Unknown Speaker 1:09:27
I think because it’s an informational keyword. So you want to target the you want to give the reader information instead of
Chima Mmeje 1:09:36
no information is not an informational keyword. It has best if you have best it’s a bottom of the funnel keyword. Okay, I’m doing a comparison. So yeah, not not it’s like comparison. Yeah, it’s kind of a comparison. Yes, but again, even comparison keywords and not top of the funnel, comprising keywords can be middle or bottom of the funnel but they are never top of the For now, because someone who is trying to compare already knows what it is they’re looking for solutions so they can make a choice during the consideration stage. Okay, let me bring up Nafisa.
Why are we creating a blog post for this keyword? Okay, I’ll create a blog post for this keyword because looking at Excel, I can see that yes, yes, that is the answer. Because looking at SAP, we are seeing blog posts. That is it’s everything we do, we get validation from CEP, every single keyword is going to end up on our final list is going to be because we have validated it from SAP. The sap is going to tell you if you need to create a landing page or if you need to create a blog post. Thank you so much for that Nafisa. Okay now let’s keep going benefit of credit management so I’m just speaking keywords randomly just to show you how everything can have like different intents.
Now we’re trying to see if there is actual content again on set for this keyword of benefits of project management software. And from what we are seeing on said yes, there is which tells us that we are going to have contents for that. Now someone just want to make sure that everything I’ve been saying I saw him because we are coming to the end. Can someone tell me what our title is going to be for this if we’re writing content on this what will be our title for this keyword based on what you’re seeing on Sep? What will be our title? Okay. Okay, let me see. Farooq, what’s the title?
Barack Can you hear me? Like if Eric is not here? Idris I want to pique someone’s interest you raise your hand and you put it back down it reads speak out speak someone that has not spoken before. Idris where you go back?
Unknown Speaker 1:12:14
Okay, so that will be 10 benefits of project management.
Chima Mmeje 1:12:18
That’s two shots. That’s the shirts think more clearly expand you want if you see attached to that system, and if you’re married, maybe you want to click on it. I want us to think like analytically critically if you are writing a topic on benefits of project management software now based on what we are seeing good you are thinking of numbers because you are seeing that numbers are showing. That’s very good. Yes. So now are you using your computer? Idris? Yes, I am now copy this keyword, put it on your own so that you can see the steps. Now look at the steps look at the words that are being mentioned on SERPs and use that to give me another title suggestion. Okay, how many? So take your time, take your time. Okay.
Unknown Speaker 1:13:19
So we could do to have advantages of project management software in 2022.
Chima Mmeje 1:13:28
We can’t use a Yeah, because none of them are mentioning. Yeah. Yeah. So we could do that. Okay. I’m going to pause I’m going to pause you right here. Now, this is an example of sorry, this is a good tip for writing when you see that the top the key word is very generalised. What you want to add to make it stand out is a power word P or W E L? A Power Word an action word. Now look at this 116 on miserable benefits. The actual word here or the power or the attractive word here is words on miserable. Oh, I like this one says Why is project management useful? It has turned it into a question is raising your curiosity.
This one says 10 Amazing Benefits of project management software. See they sound cliche, but you know what? He walks. Okay, the people who can get away with using very basic headlines are usually big brands. But if if you’re trying to stand out, you want to either access in the form of question to raise curiosity, or you want to add a Power Word or an action word in there. That just makes it stand out and attract the users eye from the rest of everything there. Okay, all right, cool. Now, I’m just going to go back and To recap everything we’ve said, we said, we start by defining what the topic is going to be.
Once we’ve defined the topic, we start with competitor research because you want to cover is ready for it. But that already has content, you only want to call out what you’ve not created content for already. And then we can do that by by what do our competitor research, narrowed down the list by using by adding the keyword in there, and then only shows us what wants to see. And after we’ve done our competitor research, we cannot do a more broad research using the keyword magic tool. And then we can start with exact match. And then we can move on to phrase match. And then finally, we can now move on to broad match. Okay, now, or we can also do questions, because I really love questions. I really, really love questions. And we can, yes, this was added based on the volume.
So this is good. We can pick like what has best volumes here. And then use that. Once you have your keyword information in here, then this is where you start to group them. Which of these ones have similar intents? That’s usually the next step you do here. Time Tracking. Okay, do we have anything else on time tracking? I think we do. See, this one already has time tracking. So we’re going to usually you take this and you move it where you have the other time tracking mentioned. I know we saw a lot of stuff on design, graphic design projects, management’s will move this to graphic design, project management software, design project management software. So this and the one on graphic design will come on down want contents. to prioritise which keyword we’ll use, we’ll use a keyword that has the most search volume.
So this one has set a limit of 40 to 110, which tells you that this is what we’re going to use. Let’s look at AGL. We have two content pieces mentioned in other so we’re going to again what combined both of them. Okay, so do we have anything for small? Yeah, we have something for small business, I think best project management for small business, small business project management, again, group that grouping them ensure they’re not creating content more than once when you need to. Okay. Now another thing to take note of is that as you as you plug these keywords in search, you will notice that sometimes a keyword is tight, too intense for another keyword. What that means is that you don’t need to create that content. So what you do is that you find your keyword where it is title, and then you just add it as a h2 or h3 when you’re creating that content.
Okay, so once you’ve trimmed down your list, then you export it into I like for example, I work in a topic cluster format. So I export it into where I start to flesh out the content brief. And then I make sure that also exports this what do I need to add? As my added assets? This tells me I need image pack. This tells me these a review style. This tells me I video carousel is ranking. So I want to create video, either as future snippets that tells me that the future snippets is for words importance of production.
And so I want to write a line of texts on that the h2, a line of text that basically says why project management is important so that I can get a future snippet you always want to be thinking, How do I take all of these set futures? And what do I need to do to get each of these words set futures? Alright, now, I’m going to take questions if you have questions, raise your hands please follow keep your hands raised to ask a question. Same question to her. If you have questions, raise your hands if you don’t have questions. If there are no questions. I am going to stop the recording. Okay.
Transcribed by https://otter.ai
