In this guide, we will show you how to do keyword research with Google Search Console and Marketing Miner to discover new keywords opportunities for your website. We will help you to find terms that are not on your website yet but should be as they are relevant to your content.
Google is very clever. Sometimes your website is shown in the search results for keywords that you don’t rank for very well but are relevant to your site.
Google shows your site in the top search results a few times to test if it’s relevant to the searched queries or not.
These searched terms are also automatically updated in the Google Search Console Query reports. By connecting Google Search Console and Marketing Miner, you are able to upload the input data and collect all information about keyword ranking and search volume. This will help you to identify which keywords are not covered on your website and need to be added to your content to improve your search performance.
1. Creating report in MM
1.1. After logging into Marketing Miner, click on the Create Report button at the right top corner. As you want to collect keywords data, select Keywords as an input.
In the next step, click on the External tools tab to connect your Google Search console account with Marketing Miner.
When you connect GSC with MM, you should be able to see something like this:
In the Website tab, select the site that you want to analyze. The Data Filter should be set to include All keywords.
Click on the Import data tab to let MM collect all search queries from GSC that have brought visitors to the website at least once within the last year.
Don’t forget to name your report and select the right market (location) that you want to target. In our example, we selected GB as we aim to target visitors from this area.
Then click on Next step.
1.2. Moving on to the next section.
Now it’s time to decide what data you want to collect for your keywords. In this case, it’s important to collect the following data:
- Search volume - find out average monthly search volumes for each keyword
- SERP position - track keyword ranking for your domain
- SERP competition - check how difficult it is to rank for a specific query
After the miners are selected, click on the Get data button to create your report.
2. Analyzing your report data
When your report is ready, the Marketing Miner report dashboard with data visualization (charts and tables) will show up.
We recommend exporting the report data to spreadsheet format by clicking on the Merge and download tab on the left menu. Let’s take a look at what you can do with this data next.
By clicking on the button above, you will download the report as .xlsx file that can be opened in Excel.
Once you open the report, remove D, E, F, H, I, J, K and M columns for better layout.
Select all columns in your document and go to the Data -> Filter section. Now, the filter drop down menus appear for each column you chose.
In the next step, click the drop-down arrow for the Google Search Volume column (the average monthly search volume for a query) to filter out all keywords with the search volume more than 0.
Next, click the drop-down arrow for the Google column (the position that your website is listed in Google for a given keyword) to filter keywords positions with 61+ (to find terms that your website doesn't rank for).
Now, you should be able to see something like this:
You can also add column F and name it as Content type to come up with ideas on how these keywords could be covered on your website in order to drive more traffic.
There are more options how to do this:
- Update your existing blog post
- Write a new article
- Add new category/tag
- Add new product (for eCommerce sites)
It’s really important to prioritize the next steps for your keyword strategy as there will be many queries to cover.
I recommend starting with the keywords that have the least competition. You can find these terms quickly by sorting column E with the Google SERP Competition data in ascending order. The lower number = the lower competition in organic search.
Here’s how the final report data could look like:
There are many ways how you can work with the keywords. And we recommend you to analyze data from Google Search Console on a regular basis to come up with new content ideas for your website.
Below, you can find examples (and templates) for your clients and copywriters to let them know what to do next to improve your search results.
3. Recommendations
Once you find all new relevant keywords to add to your website’s content, you can create a task for your client or copywriters to start working on the next steps.
3.1.1. Recommendations for your client - template
Hi [client’s name],
After analyzing keywords from Google Search Console report for [website name] website, I found some topics that your site doesn’t rank for.
Here are some suggestions for what to do next to appear in the top search results for these queries.
- Update your existing blog post
- Create new articles
- Add new category/tag
- Add new product
- ...
Incorporating these keywords in your content strategy will help you rank higher in search engine results and give you sustainable organic traffic as that’s what your audience is searching for.
These are topics that we should focus on first:
- [topic 1]
- [topic 2]
- …
Could you please let me know which topics would you like us to cover on your website first?
Many thanks,
[your name]
[your website]
3.1.2 Recommendations for your client - example
Hi Paul,
After analyzing keywords from Google Search Console report for www.trutravels.com website, I found some topics that your site doesn’t rank for.
Here are some suggestions for what to do next to appear in the top search results for these queries.
- Update your existing blog post
- Create new articles
- Add new category/tag
- Add new trips
Incorporating these keywords in your content strategy will help you rank higher in search engine results and give you sustainable organic traffic as that’s what your audience is searching for.
These are topics that we should focus on first:
- Safest places to travel in 2021
- Safe travel guidance for passengers
- Solo traveler holidays
- The best family resorts in Caribbean
Could you please let me know which topics would you like us to cover on your website first?
Many thanks,
Tomáš Novák
www.tnovak.sk
----------------------------------------------------------------------------------------------------------------
3.2.1 Sending out a brief to your copywriter - template
Hi [copywriter’s name],
I talked to our client from [website name] and we both agreed to create a new article for their blog to cover a topic about [topic name]. I also quickly analyzed search results to see what search engines return for these queries the most and I recommend to focus on the following:
- Content word count - the article shouldn’t be too long [250 - 500 words]
- Type of content - [images/video/table/graph/quote]
- Main topic to cover - [keyword]
I also recommend to structure the post in this way:
- [A short introduction to briefly explain this topic]
- [Add subheaders] - to break up the copy and divide sections
- [Conclusion]
You can also look at these content examples from their competitors to have more ideas:
- [URL_article_SERP_position_1]
- [URL_article_SERP_position_2]
Please let me know when the article is ready so I can add notes and suggestions for the article’s improvement.
Many thanks,
[your name]
[your website]
3.2.2 Sending out a brief to your copywriter – example
Hi Michael,
I talked to our client from www.trutravels.com and we both agreed to create a new article for their blog to cover a Safe travel guidance for passengers topic. I also quickly analyzed search results to see what search engines return for these queries the most and I recommend to focus on the following:
- Content word count - the article shouldn’t be too long [250 - 500 words]
- Type of content - article should contain at least one image for each paragraph, we should also add an infographic with Top 10 tips for safe travel
- Main topic to cover - securing your health when traveling
I also recommend to structure the post in this way:
- A short introduction to briefly cover what travelers can do to lower their risk of catching coronavirus.
- Adding subheaders for each safety tip - to break up the copy and divide sections
- Conclusion - add infographics highlighting all safety measures to keep everyone safe
- Safety Resources - share all useful links about coronavirus and traveling
You can also look at these content examples to give you more ideas:
- https://www.worldnomads.com/travel-safety/worldwide/traveling-safely-when-covid-restrictions-lift
- https://www.everydayhealth.com/coronavirus/tips-for-traveling-during-the-covid-19-pandemic/
Please let me know when the article is ready so I can add notes and suggestions for the article’s improvement.
Many thanks,
Tomáš Novák
www.tnovak.sk
