what's in my keyword research ttoolbox
DESCRIPTION
Smx West 2014 Session #Smx #31C - What’S In My Keyword Research Toolbox By Christine Churchill @Keyrelevance Of KeyrelevanceTRANSCRIPT
@ChrisChurchill
What’s in
My
Keyword
Research
Toolbox?
Copyright 2014 KeyRelevance LLC 1
Christine Churchill
President, KeyRelevance@KeyRelevance
@ChrisChurchill
@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
Copyright 2014 KeyRelevance LLC
@ChrisChurchill Copyright 2014 KeyRelevance LLC 3
Three of My Favorite Keyword Tools
• Searchmetrics
• Google Trends
• Moz Keyword Difficulty Tool
@ChrisChurchill
Searchmetrics It’s a suite of tools, not just one
Copyright 2014 KeyRelevance LLC 4
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
Copyright 2014 KeyRelevance LLC 5
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
Copyright 2014 KeyRelevance LLC 6
Filter Capability allows easy sorting through large keyword lists
@ChrisChurchill
SEO VisibilityCalculation that uses keyword search volume and ranking
Copyright 2014 KeyRelevance LLC 7
Can compare visibility of multiple domains
@ChrisChurchill
Competitor Landscape
Copyright 2014 KeyRelevance LLC 8
These numbers are hot links to keyword lists
Shows relative size of competitors
@ChrisChurchill
Competitive Intelligence
Copyright 2014 KeyRelevance LLC 9
Colorful visuals highlight details of keyword data:
Allow you to quickly compare domains
@ChrisChurchill
Head-to-Head Keyword Comparison
Copyright 2014 KeyRelevance LLC 10
@ChrisChurchill
Universal Search Insights
Copyright 2014 KeyRelevance LLC 11
Shows what universal search elements site is using to get traffic
Shows keywords targeted in videos and images
@ChrisChurchill
PPC Insights
Copyright 2014 KeyRelevance LLC 12
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
Copyright 2014 KeyRelevance LLC 13
Gives comprehensive link data on sites
Can see most common anchor text, types of links, domains linking, etc
@ChrisChurchill
Social Insights
Copyright 2014 KeyRelevance LLC 14
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
Copyright 2014 KeyRelevance LLC 15
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
Copyright 2014 KeyRelevance LLC 16
Can set up “Projects” to monitor closely
Can connect Analytics and GWT for deeper keyword information
@ChrisChurchill
Keyword Traffic Potentials
Copyright 2014 KeyRelevance LLC 17
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
Copyright 2014 KeyRelevance LLC 18
@ChrisChurchill
Searchmetrics Traffic Insights Tool- helps fill in “not provided” keyword data
Copyright 2014 KeyRelevance LLC 19
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
Copyright 2014 KeyRelevance LLC 20
@ChrisChurchill
Google Trends
Copyright 2014 KeyRelevance LLC 21
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
Copyright 2014 KeyRelevance LLC 22
@ChrisChurchill
Google Trends
Shows Geographic Source of Keywords
Copyright 2014 KeyRelevance LLC 23
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
Copyright 2014 KeyRelevance LLC 24
Great for
brainstorming
ideas for new
content ideas
@ChrisChurchill
Moz Keyword Difficulty Tool
Copyright 2014 KeyRelevance LLC 25
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
Copyright 2014 KeyRelevance LLC 26
Shows you link
metrics of ranking
sites
If you don’t have
similar or better
metrics you will
have a hard time
ranking for that
term
@ChrisChurchill Copyright 2014 KeyRelevance LLC 27
Thank You!
Christine Churchill
www.keyrelevance.com
972-429-1222
@KeyRelevance
@ChrisChurchill