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Internal Moz Pitch Deck for Keyword Explorer

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A copy of the internal slide deck Rand used to pitch Moz for the keyword research tool project, Keyword Explorer, in April of 2015.

Published in: Marketing

Internal Moz Pitch Deck for Keyword Explorer

  1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Keyword Explorer Internal Pitch Deck:April 19, 2015
  2. Why Keyword Research?
  3. #1: Keyword Research ToolsAre Much Less Competitive Than Links & Rankings A very large percentage of SEOs use AdWords as their only keyword research data source.
  4. AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets
  5. AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets Clearly, they have search volume…
  6. Google Suggest + WildcardsAre Rarely Used
  7. Related SearchesAre Also Underutilized
  8. As is Google Correlate
  9. ManuallyExtractingTopics, Interests, and Languagefrom Online Discussionsor CompetitorsIs HardestofAll
  10. Free Tools Like UberSuggest & KeywordTool.io Do Some Expansion But these tools don’t have the features or functionality to be a real solution; they just bolster AdWords for the SEOs who use them
  11. Paid Tools like SEMRush and Wordtracker closely mirrorAdWords’data
  12. None of these tools are designed to help with the process of actually building and vetting a keyword list. Brainstorm KW Ideas Research & Expand List Refine & Filter List Match List to Existing Pages Determine What Needs Building vs. Old Pages to Optimize
  13. #2: Keyword Research is the Most-Performed Task in the SEO World While keyword demand isn’t a perfect proxy, there’s likely more people regularly doing keyword research than any other single SEO task. FYI:
  14. #3: Moz may be able to access/combine unique data that others cannot/will not Rankings Data Mozscape Data Search Suggest Data AdWords Data Anchor Text Data SERP Features Data
  15. How Will We Be Uniquely Valuable?
  16. 100 Million Keywords Crawled from AdWords Retrieve Search Suggest Data for Each Retrieve Related Searches Data for Each Base Corpus of 2B+ Keywords We can build a large, useful database of keywords and keyword mappings
  17. Initial Search Term Suggestions from Corpus For each on-demand query, we can add more value by collecting additional data Extracted KWs from Pages Ranking in the SERPs Anchor Text Phrases those Terms Appear In KW Diff Score Opportunity Score KW Volume Bucket Estimate List of KWs with: Mentions via FWE
  18. Initial Search Term We can store and save lists of exportable keywords for customers List of Chosen KWs w/ accompanying metrics Saved Lists of KWs for Export Or CSV Importable into Moz Analytics
  19. In the future, we may have new data sources for keyword suggestions and opportunity consideration: KWs from anonymized clickstream data List of Keywords Your Competition Ranks For Keywords extracted from topic modeling analyses Percent of traffic sent by given ranking position
  20. V1 Super Rough Concept
  21. Moz Keyword Explorer Enter a Keyword: e.g. venn or “venn diagram” Search +upload multiple terms My Saved Lists
  22. Moz Keyword Explorer Enter a Keyword: e.g. venn or “venn diagram” Search Keyword Ideas My Saved Lists venn diagram venn diagram template venn diagram maker venn diagrams what is a venn diagram venn diagram worksheet venn diagram generator blank venn diagram triple venn diagram + + + + + + + + Volume Estimate 0-100 101-500 501-1,000 1,001-5,000 5,001-10,000 10,001-50,000 50,000+ Also on this page we’d probably offer the initial SERPs analysis view ala KW Difficulty
  23. Moz Keyword Explorer Enter a Keyword: e.g. venn or “venn diagram” Search Rand’s KW List: My Saved Lists venn diagram venn diagram template venn diagram maker venn diagrams what is a venn diagram venn diagram worksheet venn diagram generator blank venn diagram triple venn diagram Volume 0-100 101-500 501-1,000 1,001-5,000 5,001-10,000 10,001-50,000 50,000+ Opportunity High Medium Low Difficulty 76% 58% 44% Analyze SERPs Analysis SERPs Analysis SERPs Analysis
  24. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Let’s Build This Bad Boy!

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