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The Power of Moz's Keyword Explorer
This document explains the benefits of using Keyword Explorer (KWE) for SEO-focused keyword research, outlining a streamlined process for creating keyword lists and obtaining relevant metrics. KWE simplifies the keyword addition process, automatically retrieves necessary metrics, and enhances prioritization of keywords for SEO campaigns. Additionally, it provides accurate volume ranges and keyword difficulty scores, making it a more reliable tool compared to traditional methods like Google AdWords.
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The Power of Moz's Keyword Explorer
- 1. Rand Fishkin, Wizardof Moz | @randfish | [email protected] The Power of Keyword Explorer How to use KWE to solve the most frustrating and time consuming tasks in SEO-focused keyword research
- 2. Building a keywordlist from multiple sources takes FOREVER#1
- 3. Standard KW ResearchList 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)
- 4. Standard KW ResearchList Creation Process: STEP6: Put it all into Excel or Google Spreadsheets via manual copy/paste or lots of exporting/importing Ugh. Such apain.
- 5. Keyword Explorer Makes ThisWAY Better
- 6. Starting with KWEis easy. Just enter any term or phrase in the search box to get suggestions, metrics, and analysis.
- 7. KWE’s suggestions include everytype of term/phrase you’d get from all of those other sources.
- 8. Suggestions similar to whatyou’d find in Keyword Planner, Google Suggest, and Related Searches combined, e.g.:
- 9. Broader, expanded match termslike those you’d find from drilling into other keywords, e.g.:
- 10.
- 11. Keywords the pages& sites in Google’s results also ranked for, e.g.:
- 12. 1 Creating a Listin KWE is as Easy as:
- 13. 2 Creating a Listin KWE is as Easy as:
- 14. 3 Creating a Listin KWE is as Easy as:
- 15. Adding Keywords toa List is Equally Easy: Check Select
- 16. Adding Keywords toa List is Equally Easy: Boom. It’s on my list.
- 17. All the keywordsI want to target for this project can be saved in one convenient spot – my list.
- 18. Adding the metricsneeded to prioritize keywords is like pulling teeth. #2
- 19. How popular is thisKW? 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
- 20. Every column isfrustrating to get, and no two come from the same source, which means setting up multiple scrapes or APIs or manual retrieval processes
- 21. Keyword Explorer Makes ThisWAY Better
- 22. Every keyword Iadd to a list gets all these metrics… AUTOMATICALLY!
- 23. It’s easy tocopy or move keywords to other lists I know when metrics were collected, and if they’re stale, I can update.
- 24. Changing importance iseasy, 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.
- 25. KWE exports beautifullyinto CSV, so you can add/modify data in Excel to your heart’s content.
- 26. ONE CLICK TO RULETHEM ALL! Perhaps the most beautiful part of KWE’s lists is the ability to update all your metrics, for every keyword on your list, all at once…. With just one frickin’ click!
- 27. Metrics quality &consistency is a pernicious problem for keyword researchers#3
- 28. Every SEO knowsthat AdWords’ volume numbers can be way off reality. But there’s never been an alternative, so we’re stuck with it
- 29. e.g. there’s noway 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.
- 30. Ranking #1 inthe organic results for these two queries will result in VASTLY different click- through-rate due to the SERP features
- 31. Keyword Explorer MakesThis WAY Better
- 32. In our researchsamples, 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.
- 33. The updated, moreaccurate 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.
- 34. This keyword hasone AdWords ad at the bottom, but is otherwise all organic results hence, a “94%” CTR Opportunity
- 35. This keyword has3 AdWords top ads and Shopping Results in the right-hand column, hence an “82%” CTR Opportunity
- 36. Comparing lists ofkeywords w/ aggregate metrics is important, but because it’s a pain, we all avoid it #4
- 37. I’m not evensure how to start combining, averaging, and distributing the metrics in order to create comparable list metrics…
- 38. How do Ifigure out if lots of the keywords I care about have opportunity in other, non-organic-web types of result features? Should I look at targeting through Google News? Image results? Maps/Local?
- 39. Keyword Explorer Makes ThisWAY Better
- 40. At the topof every keyword list is a graphic distribution of all the metrics about each keyword on
- 41. Comparing keyword liststo each other is fast and easy, too – every metric is automatically totaled and/or averaged. Just click this comparison view
- 42. Keyword Explorer records16 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
- 43. #1: Go tohttp://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!
- 44. Rand Fishkin, Wizardof Moz | @randfish | [email protected] Keyword Explorer FTW!