This slide deck walks through Keyword Explorer, Moz's tool for keyword research, designed by Rand to help with many of the pernicious problems inherent in the keyword discovery and prioritization processes.
Standard KW Research List Creation
Process: STEP1: Start withAdWords Keyword Planner STEP2: Expand each broad keyword with amanual search to get Google’s Suggest and Related STEP3: Use Ubersuggest or Keywordtool.io or another Suggest scraper toexpand further STEP4: Goto SEMRush, Spyfu, Keycompete, etc. toget keywords the same URLs also rank for STEP5: Getsemantically relatedkeywordsviaAlchemyAPI ora topicmodelingtool(e.g.Stanford’s)
How popular is this KW?
How hard is it to rank for this KW? What % of searchers will actually click on organic web results? How important is it to my business/ campaign? Need a metric that combines these scores to help me prioritize
Every column is frustrating to
get, and no two come from the same source, which means setting up multiple scrapes or APIs or manual retrieval processes
It’s easy to copy or
move keywords to other lists I know when metrics were collected, and if they’re stale, I can update.
Changing importance is easy, and
KWE lets me increase relative importance by 3X+, or reduce by up to 2/3rds Modifying importance scores affect the overall “Potential” which I can use to priority-sort my keyword list.
e.g. there’s no way the
organic competition for “presentation tools” is “Low” AdWords’ “Competition” is fine for PPC, but it doesn’t correlate to the difficulty or ease of ranking in the organic results.
Ranking #1 in the organic
results for these two queries will result in VASTLY different click- through-rate due to the SERP features
In our research samples, these
ranges accurately captured the prior month’s true volume with 95%+ accuracy. We use AdWords numbers, combined w/ clickstream sampled data, to produce a more accurate and often more up-to-date volume range score. Moz’s Russ Jones covered our unique process here.
The updated, more accurate Keyword
Difficulty score takes into account the strength of the sites and pages ranking on Google’s first page of results to provide a true, relative sense for how hard it might be to rank.
Keyword Explorer records 16 of
the most common kinds of SERP features, and shows a distribution of those that appeared in the keywords present on any list. For this list, tweets, videos, and news results are all popular in the SERPs
#1: Go to http://moz.com/explorer &
get 2 queries/day entirely free. 5 Ways to Try Keyword Explorer: #2: Sign up for a free Moz community account & get 5 more queries/day entirely free. #3: Buy standalone Keyword Explorer starting at $600/year. #4: Subscribe to Moz Pro at $149/month+; KWE is included. #5: Already have Moz Pro? You already have Keyword Explorer!