what's in my keyword research ttoolbox

@ChrisChurchill

What’s in

Keyword

Research

Toolbox?

Christine Churchill

President, KeyRelevance@KeyRelevance

@ChrisChurchill

• President of KeyRelevance, LLC

• Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO)

• Member of the Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM)

• Columnist at Search Engine Land & Web Marketing Today

• Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences

• Masters Degree and over 15 years online marketing experience

Speaker: Christine Churchill

Three of My Favorite Keyword Tools

• Searchmetrics

• Google Trends

• Moz Keyword Difficulty Tool

@ChrisChurchill

Searchmetrics It’s a suite of tools, not just one

Provides overview of:-Traffic, -Organic rankings,-Keywords, -PPC activity,-Links, -Universal search &-Social media activity

Tabs allow you to go in depth on rankings, competitors, universal search, etc.

Visibility timeline shows historical estimated traffic

@ChrisChurchill

Keyword Data

Shows what keywords are bringing traffic and keyword metrics

Keyword groupings are quick way to identify categories of keywords.

For example, Potential are keywords not on first page but close and have traffic potential

@ChrisChurchill

Keyword RankingsPotential Phrases – not in top 10

Filter Capability allows easy sorting through large keyword lists

@ChrisChurchill

SEO VisibilityCalculation that uses keyword search volume and ranking

Can compare visibility of multiple domains

@ChrisChurchill

Competitor Landscape

These numbers are hot links to keyword lists

Shows relative size of competitors

@ChrisChurchill

Competitive Intelligence

Colorful visuals highlight details of keyword data:

Allow you to quickly compare domains

@ChrisChurchill

Head-to-Head Keyword Comparison

@ChrisChurchill

Universal Search Insights

Shows what universal search elements site is using to get traffic

Shows keywords targeted in videos and images

@ChrisChurchill

PPC Insights

Provides insights into competitors online strategies, their budgets, ads, & keywords

Paid Visibility score is a measure of how frequently and prominently a domain appears in paid search results based on weekly data

@ChrisChurchill

Link Insights

Gives comprehensive link data on sites

Can see most common anchor text, types of links, domains linking, etc

@ChrisChurchill

Social Insights

Shows activity on different social channels

Can see where they are most active

Can see the links that are being shared & liked

@ChrisChurchill

Keyword Research Insights

Shows keyword lists of similar and related keywords (note the link to long tail list of additional phrases)

Shows keyword popularity & other metrics

Also shows which sites are ranking for each term and if their position has moved

@ChrisChurchill

Searchmetrics Suite

Can set up “Projects” to monitor closely

Can connect Analytics and GWT for deeper keyword information

@ChrisChurchill

Keyword Traffic Potentials

Identifies low-hanging keyword fruit.

Reveals keywords that attract traffic and are ranking, but outside the top ten.

@ChrisChurchill

Content Optimization By Providing Site Optimization Tips & Identifying Co-Occurrence Terms

@ChrisChurchill

Searchmetrics Traffic Insights Tool- helps fill in “not provided” keyword data

Correlates traffic to keyword data so you can see which pages are attracting significant traffic or conversions.

Makes it easy to analyze the performance of keywords which are ranking for those URLs. Helps you make better business decisions.

Insights fills in some of the missing Not Provided keyword data because it maps keywords bringing traffic to performance.

@ChrisChurchill

Searchmetrics Summary

@ChrisChurchill

Google Trends

Ideal for:

-Keyword trends

-Comparing keywords

-Estimating relative traffic

-Seasonality or cyclic trends

-Monitor Brand awarenessGoogle Trends shows

"normalized" or relative

level of interest for a

keyword

@ChrisChurchill

Google Trends Offers Choice of Search, Geo-location, Time & Category

@ChrisChurchill

Google Trends

Shows Geographic Source of Keywords

Geographical

insights allow you

to target the best

phrase on a

regional

campaign

Provides

examples of

top & rising

phrases

@ChrisChurchill

Top Charts – Part of Trends Tool

Great for

brainstorming

ideas for new

content ideas

@ChrisChurchill

Moz Keyword Difficulty Tool

Gives quantitative

measure of difficulty:

- Allows you to quickly

check competitive

landscape

- Can help you decide if

your site can compete

before committing

resources

@ChrisChurchill

Difficulty Tool Shows

Linkage Data of Ranking Sites

Shows you link

metrics of ranking

If you don’t have

similar or better

metrics you will

have a hard time

ranking for that

Thank You!

Christine Churchill

www.keyrelevance.com

info@keyrelevance.com

972-429-1222

@KeyRelevance

@ChrisChurchill

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