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Showing posts with label keyword research tool. Show all posts
Showing posts with label keyword research tool. Show all posts
I know you’re pumped to start grabbing these long keyword phrases by the
horns, but first you have to know how to find them.
Even Excalibur required a little finesse to pull the sword from the stone.
Keep the energy up, and get ready to find out how you can find these sweet,
sweet keywords.
These four tools will help you find long-tail keyword phrases, and find out
which ones your competitors are using!
All you have to do is type in your website and you’ll get a full breakdown
of all kinds of amazing info, but more importantly, you’ll see who your
competitors are.
Search for their reports on here and you can get a sneak peek into what
keywords are doing the trick. You may spot some single words, and you may spot
some long-tail phrases. Whatever you see, it puts you in a perfect position to
launch yourself past them by expanding your findings into specific phrases.
Now this is just a snapshot of all the things this tool can do for you, but
as you can see, I’ve pointed out the main areas you’ll want to focus on: - Competitors - Organic Keywords - Top 5 Pages This information alone is enough to send you on a very focused mission to
find long-tail keywords that fit your niche, and with the competition laid out
for you, all you have to do is search them with this tool to get this
information about them as well.
Sometimes to get what you need, you have to go to the source.
If you have information that you found using the tool above, and you need
ideas on how to expand those keywords you spotted into longer, more specific
phrases, then this is the next stop.
You probably have one, but make sure you have a Google account for Gmail and
the like before heading to the keyword
planner page. You’ll need that account to sign in.
Once you’re in select the “Search for new keywords using a phrase,
website, or category” option.
Type in some of the keywords you found from the Ahrefs tool above and select
the keyword ideas tab to see a list of related words and
phrases.
Take a look at this example:
You’ll see numerous options for long-tail keywords in the list, providing
you with the perfect inspiration to reach your target audience!
Not only does it show what keywords they’re ranking for, but you also get a
break down of their backlinks and other useful data.
For those with a budget, the PRO version of this tool expands upon this
information immensely and can be a great tool for really getting into the nitty
gritty of the competition.
This is an example a report from the tool:
As you can see, even the free version of the tool is very thorough. With
these three tools in your arsenal, there isn’t much left standing in the way of
you finding the ultimate long-tail keywords for your content.
When you’ve found some long-tail keywords that catch your eye, the next step
is to see how difficult it will be to compete for rankings on that keyword.
While the general consensus is that long-tail phrases carry less
competition, that doesn’t mean they’re all going to be easy to rank for.
Luckily there’s a Keyword Difficulty Tool from Moz that gives you a quick
synopsis of how much competition keywords have surrounding them.
The score that comes out is a percentage from 1-100%. The lower the
percentage is, the lower the difficulty.
Shoot for keyword phrases that fall as low as possible on this scale. “Star
Wars collectible figures” for example was 47%. Ideally you’ll want to target
terms that are below 50% in difficulty for maximum results.
When we bring up the subject of internet marketing and SEO, one of the first
things anyone will bring up are keywords.
Countless hours have been be poured into research that yields new keywords
for businesses and blogs to target. These days though, a single keyword like
“blogging” will have a large volume, but also a monumental competition.
While we want traffic, we also want to garner the right views from people
within the proper audience.
What’s required is something that focuses on a specific niche. While you may
scoff at them for a lower traffic count, you’ll soon find out that they are the
incredibly valuable tools in the long-term.
Today we’ll start by discussing why long-tail keywords are important for
your success, and then I’ll show you how to find them with some incredible
tools at your fingertips that can be used to find these types of keywords.
Why You Need Long-Tail Keywords in Your Marketing Strategy
When someone begins searching for something, specifically a product or a
service, they start with broad search terms.
Let’s say they’re looking for something related to the massively popular
Star Wars franchise. They’ll start with something like “Star wars.” As
they search, they’ll start to narrow their pool of choices. Next could be “Star
wars collectibles,” or something similar.
Then, the person will narrow it down to a specific type of item: “Star
wars collectible figures.” Now we’re getting into long-tail keywords.
If you’ll notice, as the search terms became more and more detailed, so too
did the person searching come closer and closer to their ultimate
purchase decision.
While you can pull a lot of people with a broad term, you won’t know if
those people are interested in your specific product.
In the end, these types of longer keyword phrases bring specific consumers
to your site looking for the things you offer. This results in less potential
traffic, but higher conversion and quality of leads.
By the time someone reaches the point where they’re searching long-tail
phrases, they are laser-focused on what they want and ready to buy when they
find it. By targeting a phrase that speaks specifically to your product or
service, you’re pulling those kinds of people to your site.
Beyond receiving targeted traffic, you’re also going up against less
competition.
When choosing keywords for a pay-per-click (PPC) campaign, you’re paying for
each click that you receive as a result of that advertising. For broad
keywords, the costs are higher, but for long-tail keywords, you’ll notice that
the cost-per-click is significantly lower.
If you tried to compete with the litany of websites that are targeting “Star
Wars,” you would be swept under the rug, it’s just too tough. Instead, you’re
targeting your specific audience and gaining a larger piece of the pie as a
result.
In her post covering this same subject, Marieke van de Rakt referenced
a book: The Long Tail by Chris Anderson.
In this book, he claims that demand exists for every niche in some form. The
example she used was a jukebox with 10,000 songs. While some of the songs are
played regularly, all of them are played at some point.
This results in a new type of market that caters to every niche and in doing
so, creates small, focused-groups of buyers. You could try and shoot for a 1%
share a massive pool of potential buyers, or you could instead focus on a
grabbing 10% of a much smaller group and ultimately be more profitable as a
result.
Another bonus? You got it!
With these types of keywords, you won’t need to worry about ranking high in
Google because the competition for these longer keywords won’t be as fierce.
You also won’t need to worry about building a ludicrous amount of backlinks to
rank for these either.
The domain authority alone will do the trick,
and with all of the proper SEO best
practices in place, you’ll see posts and pages with these keywords flying
high.
If you’ve ever used the Google Keyword Tool and/or
AdWords Traffic Estimator in the past, take note here – the new Keyword
Planner will most certainly replace both tools in
the near future, and your workflow will undoubtedly change as a result.
What’s A Keyword Planner, Anyway?
The Keyword Planner is a more focused version of the GoogleAdwords Keyword Tool and AdWords Traffic Estimator tool, and the focus is on doing one
thing only: to make it easier for advertisers to get through the process of
creating new ad groups and ad campaigns, which is the key to getting your PPC
accounts off to a good start.
It differs from the existing Google Keyword Tool and AdWords
Traffic Estimator tools in that the old tools were more general purpose,
unstructured tools. They could be used for just about anything, including
Keyword Research for SEO. This new tool, on the other hand, is more like an
ultimate AdWords campaign building workshop.
The Keyword Planner has a “wizard” type interface. The first
step in the process is to determine how you’re going to go about creating your
ad campaigns and ad groups. You’re asked to pick one of 3 possible paths:
Search
for Keyword and Ad Group Ideas
Enter
or Upload Keywords to get Estimates
Multiply
keyword lists to get Estimates
In Part I of SEO Keyword Research we will conduct a brief
website analysis and start researching keywords using the Google AdWords
keyword tool.
Searching For Keyword
& Ad Group Ideas
Most of the time when creating a new campaign in AdWords,
you’ll need to rely on Google to provide you with keyword suggestions to pick
from. Therefore, the primary flow through the Keyword Planner is to “Search for
keyword and ad group ideas.”
Clicking on that option whisks you off to the next stage of
the Keyword Planner, which provides a robust keyword workbench for researching
and picking keywords to add to your AdWords account,the Keyword Planner lets you brainstorm keywords using any
or all of the following three methods:
By
Keyword: you can type in a word or phrase relevant to your
business
By
Landing Page: by entering a landing page on your site (or any
competitor’s webpages, for that matter), the Keyword Planner will scan and
infer keywords that are relevant to those pages
By
Product Category: you can select from one of thousands of pre-defined
keyword categories
Filtering Keywords From Your Keyword Plan
Additionally, the Keyword Planner provides robust filtering
capabilities so you can be super picky with what keywords you choose to add to
your PPC account. For example, you can filter keywords based on the following
ways:
Average
CPC: include or exclude keywords that fall above or below a desired
Cost Per Click
Estimated
Search Volume: include or exclude keywords that fall above or below a
desired monthly search volume
Keyword
Competition: you can narrow your list based on estimated advertiser
competition
Exclude
Keywords Already In Your Account: the Keyword Planner can
automatically exclude keywords that are already in your own AdWords
account to avoid having duplicate keywords
Filter
by Keyword: you can specify to include or exclude keywords containing
specific terms
In Part II of SEO Keyword Research we will analyze and
select keywords based on their competitive nature.
List View Vs. Grouped
View
One nice feature is the ability to view keywords in the
Keyword Planner that appear either in list view or in grouped view –
this is analogous to the concept of keyword niches and keyword lists.
Your “Keyword Plan”
As you discover promising terms looking at individual
keywords or keyword groupings, you have the ability to add them to “Your Plan,”
which is a temporary storage area for saving interesting-looking keywords and
keyword groupings for later.
The Keyword Planner maintains state for the duration
of your session– keywords that you add to “Your Plan” are saved while
you’re in the process of looking for keywords.
This is a nice change — previously, when using the Google
Keyword Tool and AdWords Traffic Estimator separately, there was a bit of a
disjointed workflow where you had to save the results of the Google Keyword
Tool, then open the file and copy/paste it as input to the AdWords Traffic
Estimator. These two separate processes are now integrated into a single,
seamless one.
When you’re done picking keywords and adding them into “Your
Plan,” click on the Get Estimates and Review Plan button.
Getting Estimates
& Reviewing Your Plan
The next stage of the Keyword Plan process involves setting
a keyword bid and daily budget for your portfolio of keywords and keyword
groupings.
Since keyword volume and CPC bid estimates are based on your
budget, bid, location and other competitive factors, you’ll need to provide
Google with some information in order to customize your estimates.
For example, you could enter a bid of $50 and a daily budget
of $2,000.00 and click on the Get Detailed Estimates button — the
Keyword Planner will then generate daily estimates for Clicks, Impressions,
Average ad position and costs.
Once finalized, you can download your detailed keyword plan
in a variety of different formats, such as Excel or AdWords Editor CSV.
Enter Or Upload Your Own Keyword List
Another way of running though the Keyword Plan process is to
start using your own keyword list. Sometimes, when creating a new campaigns,
you may be fortunate enough to already be sitting on a treasure trove of
keyword data (for example, several years of Web analytics data, including
valuable keyword referral data).
If you’re in this enviable position, it may make sense to
start the campaign creation process using your own keyword list rather than the
generic keyword suggestions you get from the Keyword Suggestion Tool.
When you press the Get Estimates button, you’ll be taken
through the rest of the Keyword Plan process as described above — the only
difference is that you’ll be looking at your own keyword list rather than the
generic keywords suggested via the Google Keyword Tool. Multiplying Keyword Lists Using Keyword Planner A third and final way to work thorough the Keyword Planner
is to mash-up and multiply keyword lists. For example, you might want to
multiply a bunch of names of products with colors and word modifiers to come up
with every imaginable keyword permutations, as shown below: Note that you can have up to three lists to mash up, and
clicking on the Get Estimates buttonbrings you to the next stage
of the Keyword Planner. The only difference between this and the other two
methods is that you’ll be looking at your own keyword list based on the mash-up
of the lists you provided. I personally don’t like this option very much because your
mashed-up keyword lists may bear little or no resemblance to how people
naturally search for those words, though perhaps you could use this method if
you absolutely don’t want to miss any possible keyword permutation. Summary The new Keyword Planner tool supports various workflows for
building ad groups and campaigns either starting from scratch, or based on your
existing lists, and provides more cohesive user experience by integrating the
keyword selection, grouping, analysis and filtering aspects of the keyword
selection workflow.
If you’re lucky, you can find the Keyword
Planner tool in your AdWords account today. According to my
contacts at Google, as of two weeks ago, it was enabled in only 5% of accounts.
At that time, it took me 67 tries to finally find an account with the Keyword
Planner; but as of today, I’m finding it in roughly one out of every 5 accounts.
It appears that Google is opening up Keyword Planner access to a greater number
of accounts over time, so hopefully you’ll see it in your account soon!
