Google has been the major power in search for roughly 18 years. That means young marketers entering the workforce have never known a life without Google as their main search appliance. Throughout that time, through a multitude of algorithmic, business, and technological changes, two things have remained true:
- Google uses links as a backbone to its ranking algorithm.
- Google’s only reliance in this world is on great content. The day it stops delivering relevant results for queries is the day it ceases delivering value.
There is no argument that SEO has drastically changed over the years. It has become a sweet mixture of art and science.
The ever-changing landscape has rewarded those of us that have gone down the path of mastering this mixture with lucrative careers. I am sought after because people want practitioners that can see and adapt to the future, not those that are tied to the past.
Despite all of the change and need to stay on top of the ever-changing market, those two items I stated have remained true. Every site needs links and content in some varying degree of each other.
The issues that have faced SEO are:
- Developing great content and developing great links is arguably the most expensive portion of developing organic search results.
- Developing great content often falls to another silo in an organization, and often remains uninfluenced by search.
- The reason for point two is that it is often difficult to plan, measure, and report the ROI of content development. This became especially true once personalized search appeared making “rankings” less than a concrete metric, and Google took away visibility on organic search traffic keyword sources.
CopyPress developed the Keyword Juicer as a tool to address this issue for SEO.
The tool is designed to squeeze out keywords you may have never focused on for content creation. It uses machine learning to bucket similar terms as Google sees it, and it allows search professionals to order content as well as predict and report on its ROI.
Let’s Start With Machine Learning
I love machine learning and AI. I also believe people often try to engineer solutions to problems that don’t actually exist. Here are the problems I was looking to solve:
Traditionally SEO has looked to create content around valuable “keywords.” However, the reality is that many keywords have a semantic similarity, and thus, very similar search results.
1. Popular Infographics-
2. Award Winning Infographics
Traditionally, SEO practitioners wouldn’t look at these two terms as being extraordinarily similar. They share the term “infographic,” but if you are optimizing for an infographic development agency, this is the very top of their seed list. Historically, these terms may have been earmarked for two separate pieces of content. However, looking at the results, I find that 7 out of 10 of the organic listings across the two SERPs are similar. Google either finds the terms to be similar OR feels that content from these seven URL answers the queries appropriately.
A smart marketer armed with the Keyword Juicer can quickly pool similar terms into buckets (with a similarity percentage they customize), so they can find groups of terms they can create 10 times the amount of content around to own multiple SERPs through one piece of content and minimize costs.
KeywordJuicer tackles the task of bucketing and similarity analysis by:
- Pulling the top 10 search results for each keyword I pull via SEMrush.
- I then use a logistic regression to compare every URL set against every other URL set. This is a huge task. To put it into perspective, for a 10,000 keyword list, I have to run 100 million comparisons.
- Once I have similar percentages, I then bucket terms together.
- I then display the buckets with the FULL keyword count, volumes, and value of each bucket and whether I found one of your URLs in the top 100 URLs ranking for that term.
More importantly, KeywordJuicer shows you your current traffic volume and what percentage of the total universal traffic you have. This allows you to highlight high-value buckets that you do not have value or have low-value numbers for and prioritize their content creation.
KeywordJuicer then allows you to pull Readable.io scoring for all of the URLs that rank in the top 10 for the buckets keywords. You can use this data to create style guides for your content based on the competitive averages and data. They allow you to track your baseline traffic and measure future gains in the system. Then, you can show your CEO, KeywordJuicer spent $2,000 on this piece of content, but it will generate $24,000 worth of traffic over the next year based on volume and comparative costs per click.
Squeezing Out Valuable Keyword
The reality of SEO life is that keyword research is very time-consuming. Basic seed term creation is no longer an issue with great tools like SEMrush readily available to us all.
However, building huge lists of keywords and analyzing their value and priority is something that has remained a staple of SEO auditing and analysis. In our system, KeywordJuicer is able to take competitors and squeeze out the terms they are ranking. This “juice” is found in two places.
- Unbucketed: This “bucket” of terms is anything that is similar to other terms KeywordJuicer measured (at least shares one URL with another term but does not match the percentages you set to bucket. You can find meaningful terms here that are the long tail and turn them
- Not Related: These are terms whose top 10 terms do not have any similarities to any other terms. Here you will find the longest of the long tail, but a lot of these terms will be wildly unrelated terms. It is a good space to find new seed terms. It is also very valuable for negative keyword list building for PPC.
The Keyword Juicer is meant to be used iteratively. You start with one group of seed terms and competitors in one project, and as you scoop up new seeds and find new competitors, you begin new projects with the new data, slowly growing a massive usable list of data.
Tracking Value You Can No Longer Track
Keyword Juicer allows you to take gap analysis to new levels. Not only can you show the opportunity in search for a customer, CEO, or another stakeholder, you can lay out a plan of action and measure it as it goes into work. Further, you can measure traffic growth based on keyword and bucket-level, helping you replace some of the visibility lost when you lost access to Google
search data in analytics. While it is not an exact traffic analysis, it is close enough to accurately gauge the opportunities and wins.
Our goal with creating the Keyword Juicer was to create a tool that allows marketers to easily scale, analyze, and report on content value. Our vision is that marketers will need to continue to think like publishers to stay valuable in Google’s eyes, and they must balance this need to create content with the reality that marketing dollars must show ROI.
While the concepts KeywordJuicer used to build the software are not new, it allows for the use of these trusted tactics with the power of modern machine learning and elastic server technology to help the marketer go further with their analysis. As a part of our sponsorship, they are offering everyone who has downloaded this ebook a free Beta version of the software to test and give feedback on.
You can sign up for your account and training sessions at KeywordJuicer.com