Uncover the traffic and performance metrics and insights for any keyword or keyword group using the Keyword Analysis tools.
Note: Keyword Analysis traffic insights are based on the actual traffic (i.e., anonymous behavioral data) generated by a particular keyword to any site on all search engines.
Understanding search performance is paramount to a good digital marketing strategy. Using the Keyword Analysis tools you can:
Discover which websites are getting the most traffic share from each keyword.
Understand who is competing within the search realm and identify strategic partners for backlinks and content placements.
Monitor the traffic share over time in monthly or weekly granularity.
Spot sudden or consistent gains or losses of traffic share for a keyword or group of keywords.
Perform post-campaign analysis following specific events or dates (e.g., Elections, Black Friday, etc.), and see the traffic share split among competitors.
Optimize your SEO, PPC, and content campaigns, drive high-intent traffic to your business and increase your digital market share.
There are several tools and metrics available to help you conduct keyword analysis.
Step 1: Understand the landscape for any keyword
Working within the Digital Marketing Intelligence solution:
From the sidebar menu, select Keyword Research > Analyze Keywords module.
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Enter a Keyword or select a Keyword Group.
Note: To create a new keyword group, click + New List.
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The Keyword Overview page offers a broad scope of metrics and insights related to the performance of the analyzed keyword(s).
Tip: Use the filters at the top of the page to set the desired time frame and a country.
Step 2 - Analyze Keyword Competitors
Evaluate the performance of the analyzed keyword or the group of keywords in the Organic, Paid and Mobile traffic channels.
From the sidebar menu, navigate to the Organic Competitors, Paid Competitor and Mobile Competitor pages.
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Evaluate key metrics and insights: On each of the three pages, take a close look at the following insights:
The Search Volume metric reveals the popularity of a keyword.
Compare Search Volume to Search Visits to determine the real values of popular keywords for destination sites.
Take note of the CPC price estimation and assess the demand for a particular keyword.
Traffic Distribution: See the keyword traffic performance over time. Toggle between the Traffic Trend and Traffic Share tabs:
Traffic Trend - Scale the graph to the maximum traffic point during the period being analyzed to highlight any gains and losses in traffic over time. This view helps to identify seasonality and time-specific trends for keywords.
Market Share - A traditional monthly/weekly/daily market share distribution of traffic from a given keyword or group to your competitive set.
Traffic Breakdown: Discover which sites are dominating your most relevant keywords.
View the graph to reveal the traffic trends over time of the top 10 sites from your keyword or keyword group.
Look at the Domain column in the table to view a list of all the domains that receive traffic from a given keyword or group.
Analyze these sites further by referring to the Position Column to see the most recent SERP position of the website domain.
Look at the Destination URLs of where the traffic is being sent. Use this data to learn what landing pages are working best for a particular keyword.
Take inspiration from your search traffic competitors by analyzing new and engaging content ideas so you can create the most effective landing pages.
Glossary
CPC - The estimated price that advertisers pay to buy the search word in Google Adwords in the selected country from the past 30 days.