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- [Instructor] I deal with data and data presentations,
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and one of the most helpful methods of working with data
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is to look at it in different formats.
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Sometimes seeing it in a different visualization
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enables an insight
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or a relationship that I didn't see before.
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I find the same to be true with keyword data.
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The more you research, list, organize, and contextualize,
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the more you'll master the mind of the searcher.
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In this video, I'll present two more methods that I use
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to organize keywords into phrases and concepts.
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You don't have to do both,
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and one may work better for you and your organization.
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The first method is the keyword anchor.
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In this case, I start with my short-tail term spa.
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I then start creating a matrix of the keyword phrases
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and how they center around the anchor term.
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In this case, in the research phrases,
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I found the words massage, day, swim, couples, and luxury
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all precede the word spa in a search phrase.
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Alternatively, near me, resort, weekend,
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and package treatments all come after the primary term,
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such as spa and resort near me.
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This helps me to formulate phrases and find patterns
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that just a list of keywords won't provide.
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The second method is to group different keywords by theme.
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When people search for low-cost insurance,
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they use these words:
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cheap and expensive, low, discount.
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By exploring this category
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and the common words that are used,
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we can see that, first, there's a market.
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Second, people use very different synonyms
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in this type of search.
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And third, cost is a primary decision factor for anyone.
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Now, when exploring car insurance further,
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we found different types of insurance:
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classic car, teen driver,
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home and auto, liability, high-risk and antiques,
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and other types of insurance.
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This means that in my sales copy and optimization,
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I should list and distinguish
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the many types of insurance available.
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I may also have to develop additional content
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to be found in search,
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or develop different landing pages
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if I want to target any of these areas specifically.
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It may also help me find a business niche
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that may not be served.
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Finally, we found that people were looking
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for tools and resources to help them make a decision.
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People searched for calculators, comparisons, and estimates.
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Other ways to organize the keywords in your strategy
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are by locations and features.
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In our travel California research,
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we found a significant amount of searches
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for dog-friendly trails.
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People also searched by skill level,
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using words like beginner or challenging.
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Others defined the length of time, such as three-day.
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As you've seen,
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there's a goldmine of information and keywords.
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Many times, the work you put in to mine this information
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and find the many dimensions of the phrases
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and needs expressed by searchers
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will enable you to create a comprehensive content plan.
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