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When doing keyword research for programmatic sites, you should not analyze each page individually.
And in particular you can't optimize the entire programmatic design page by page.
- What are Keyword Patterns/Patterns?
- How to find keyword patterns
- Preparing keyword data
- Setting up keyword pattern replacements
- Extracting keyword patterns
- Analyzing keyword patterns
- Small caveats
- Keyword patterns in seoClarity
- Applying your keyword templates (patterns)
- Different templates for different categories
- Accessing my Google Spreadsheet
You really have to look at the overall group (category) that each page falls into and look at it as a whole.
But how do we do this? How can we best extract the keywords that the programmatic system should hit?
What are keyword patterns/patterns?
A keyword template or keyword pattern is a generic keyword construction structure from which dynamic elements have been removed.
So, think about your keywords, without dynamic elements like property types, locations, or anything else.
That would be the core (base) of the keyword query without all those elements already removed.
Some examples in real estate
- <Real Estate Type> for sale in <location>
- Buy <Real Estate View> in <location>
- <Location> <Real estate type>.
You won't be able to optimize with a focus on every keyword variant.
Chances are you'll choose one good option for the title and H1.
They allow you to compare keywords, for example, to know which one to choose for initial optimization.
How to find keyword patterns
Personally, I only use google tables and data from keyword research.
There are several tools available, but google tables gives me everything I need for this task.
Before you continue reading, I recommend you take a look at mypost/video about keyword categorization.
We will use the same formula to enumerate and find replacements for our keywords.
Preparing keyword data
A necessary requisite for this is to have a set of keywords with customized categorization.
You should have sets of "search" words that are organized into groups, as we will use these "search" words to find categories next.
If you've already done keyword categorization using my method, you're a beauty! You already have almost everything you need.
If not, then take a look at the guide on setting up categorization at the link in the previous section.
You can still do categorization while working through the guide in this article, but that post will give you more information on setting it up.
Customizing keyword template replacements
For each set of categories, you will need to add a third column. The new column is where the template element you will replace the search word with will be placed.
For example, when the table finds a vehicle type, it will replace it with in the template column.
Any mention of the word "car" (car) will be replaced with .
Any mention of the word "truck" will be replaced with . And so on.
Every variation of the "searched" word must be taken into account. Because patterns are then built on the basis of this.
In the example above, you can see that "cairns" and "airport" have not been removed. So "Cairns" needs to be added to the list of locations to keep it out of the body of the keyword template.
And, if you want to replace "brisbane airport" rather than just "brisbane", then "brisbane airport" needs to be added to the categories. And this phrase should be listed higher than "brisbane" to make sure that the full location name is replaced, not just the "brisbane" part.
Adding length =LEN(x) can help sort the list by length.
Although you can create a fixed link to each category cell, leaving the list open for simpler modifications if you want to add a different template for different finds within the same category.
Extracting keyword templates
As mentioned above, the keyword pattern selection formula works the same way as the categorization formula.
It searches for the "search" word and then replaces it with a pattern.
This formula runs in a new column for each category that needs to be replaced (template selection).
My demo has 4 built-in categories and it can be expanded if you need to replace more than 4 categories.
Essentially, the formulas work by simply replacing one set of categories at a time. The previous category will then be used as the replacement source for the subsequent one.
The "keyword template" column in Column G captures the fourth category substitution and brings it forward so we can hide the 4 previous substitutions.
This way, you will only have the final keyword template left in plain sight.
So, if you've customized your categories well enough, you'll end up with some great keyword templates.
Even if the set up isn't perfect, but if you've got your main keywords right, you'll cover most of the keyword patterns with the highest frequency.
Essentially, you'll still get a great understanding of the situation by doing a minimal amount of work.
Analyzing keyword patterns
Throw the resulting data into a summary table, considering the number of repetitions of the pattern and the total frequency for it.
The summary table will group all the patterns together, greatly reducing the overall keyword list and showing the most popular keyword patterns.
Thus, from this fictional data example, we see that our fictional users would prefer a search in the format " hire " .
This gives us a slightly better understanding of how most users search across the entire volume of queries analyzed.
Small caveats
Each substitution must be specified exactly as specified in the keyword.
The formula will find what is first in the list. Therefore, longer versions of keywords (e.g. plurals) should be at the top of the list.
The ordering should be according to the requestability. Multiple mentions of key forms within the same category are not taken into account.
Only the first "search" word found will be used. Any plurals of it or other longer versions of "searched for" must be specified at the top to be sure that the whole word is replaced.
The word form search can be extended to search for a second or third form of a word, but this will require some effort. The easiest way is to do a second category of the same keywords sorted from shortest to longest, rather than from longest to shortest. Essentially reverse search.
Keyword templates in seoClarity
I came across this tweet.
And, while I don't use seoClarity and never will for price reasons (unless my client uses it), it looks like a pretty quick way to determine your keyword patterns.
So, if this service is affordable for you, it might be a good solution for you.
Applying your keyword templates (patterns)
Instead of optimizing for keywords with programmatic build, you're better off optimizing for found keyword patterns.
Depending on the structure of your site and the customization options available in the engine, it will also depend on which keyword templates you need to use.
As far as basic elements, you should look at your templates and compare search volumes for templates such as:
- properties for <channel> <location>
or - <channel> properties in <location>
And then make a decision depending on whether you want to optimize for keyword patterns with high frequency, or for quick wins for low frequency keys. By understanding this, you will be able to choose the right keyword patterns to optimize for.
I won't go into detail about keyword density, etc. But you might want to think about where exactly to use these templates on your page.
Other page design elements may include primary or alternate keyword patterns.
Different templates for different categories
A good example is comparing the top words from the "rental" category and the top words from the "for sale" category.
And you'll have something like
- rental properties <location>
vs. - properties for sale <location>
as top keys for each of the categories.
But you can't just optimize for
- properties for <channel> <location>
where <channel> can be "rent" or "sale" - iConsult Agency note
You can't just optimize for a template
- properties for <channel> <location>
since ultimately you are primarily focused on the
- properties for rent <location>
not the keyword
- rental properties <location>
Just an example, but you can see how this can change depending on the categories.
The best way to build it all out is to pick the pattern that fits best. And that's how I would recommend building an MVP.
And then you can already edit it for each specific category and subcategory so that the main landing page targeting includes these differences.
Accessing my Google Spreadsheet
The plaque can be accessed by clicking here.
Just copy the spreadsheet to yourself in Google Drive and you can edit it.
Write if you have any questions.
This is a translation of an article by Sam Partland. The original article is here
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