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Search Keywords

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Discover the keywords driving search traffic to a website or competitive set of sites. Get a comprehensive analysis of search and traffic performance, discover opportunities, and build a winning digital marketing strategy.

What is the Value?

The Keywords page is a treasure chest full of valuable search insights. Research and compare a competitive set of up to five sites and:

  • Discover an extensive list of all the search terms driving traffic to you and your competitors. See your wins and losses, and discover opportunities to grow your traffic share.

  • Understand your traffic share for each term, and discover ways to optimize the content on your website and ad campaigns.

  • Use the variety of filters to refine your research to extract deeper insights on your SEO and PPC strategy and really understand what's working (and what's not!).

Using the Metrics

If you're an SEO manager:

  • Instantly conduct a competitive analysis for your search engine optimization and marketing efforts (Competitive Traffic filters)

  • Learn who your rivals are in organic and paid search results (Organic & Paid Keyword filter)

  • Instantly view keywords that can bring in new traffic (Competitive Traffic filter)

  • Understand where you're losing traffic to your competitors (Competitive Traffic filter)

  • Develop keyword and topic lists with keywords to target

  • Monitor your share of voice

  • Optimize the content on your website, marketing collateral (video, social media, email marketing), and landing pages accordingly

If you're a PPC manager:

  • Analyze competitor paid campaign strategies (Competitive Traffic filters)

  • Understand which keywords to bid on for maximum ROI (Competitive Traffic filter)

  • Develop keyword and topic lists with keywords to target

  • Monitor your share of voice

  • Optimize the copy of your landing pages

 

How to Use Search Keywords

Within Competitive Analysis > Search > Keywords, you can get a comprehensive analysis of organic and paid search traffic for up to five sites.

  1. Enter the primary website. Click +Compare to add up to four more sites.

  2. Using the filters in the upper right, select the time frame, geographic region, and the type of traffic for the analysis.

  3. The Keyword page provides a comprehensive list of Search Terms driving traffic to the analyzed sites.

    Apply the filters to refine your search to suit your research needs. Use the Boolean search bar to filter the list to a particular topic or product

Using the Filters:

KeywordTableFilters.png

  • Paid and Organic Keywords: Organic: Keyword used to attract free traffic through search engine optimization (SEO). Paid: Keyword used to attract paid traffic through search engine marketing (SEM).

  • Branded and Non-Branded Keywords:

    Branded Keywords: Any query via a search engine that includes the company's name, business, or brand. If the exact term appears in the domain, it's recognized as a branded term. In addition, if the keyword sends significant traffic to a site's homepage, it will be recognized as a branded keyword. However, if the keywords don't contain the full domain or are not sending significant traffic to the home page, they won't be categorized as branded.

    Non-Branded Keywords: Keywords that do not include the name of the company, business, or brand.

    Note: We do not have the Branded/Non-branded breakdown for subdomains.

  • Search Engines: Search engines (e.g. Google, Yahoo, Yandex, and Duckduckgo).

  • Search Types: Regular Search, News Search, Image Search, Video Search.

  • Any Volume: Enter a range to filter by volume.

  • Any CPC: Enter a range to filter by price.

  • Topic: Topics are keywords phrases that are most commonly found in search queries for the analyzed site. Available topics are determined by those who have the highest traffic share.

  • Competitive Traffic:

    • Keyword Opportunities: Find keywords that your competitors are getting traffic for.

    • Keyword Losses: Find keywords that you are pursuing, but losing to your competitors.

    • Keyword Wins: Find keywords that are driving the majority of traffic to you and less to your competitors.

    • Highly Competitive Keywords: Find keywords that both you and your competitors are competing for.

  • Newly Discovered: Search terms that did not appear in previous months.

  • Trending terms: Search terms with a significant rise in traffic since the prior month.

  • Question queries: Question search terms, often starting with who, what, when, why, or can.

Glossary of Insights :

  • Search Terms: Words searched for by users in search engines that drove traffic to the analyzed site.

  • Total Traffic Share: Percentage of search traffic sent by this keyword to the analyzed websites.

  • SERP Features: Search Engine Results Page (SERP) features identified for the keyword, broken down by those the website did and did not rank for. Tip: You can optimize your content to try and rank for a certain SERP feature your website or your competitor's website is not ranking for.

  • Competitive Traffic Share: Distribution of traffic between the analyzed websites.

  • Organic vs Paid: Distribution of organic traffic (visits to your website as a result of unpaid "organic" search results) versus paid traffic (visits to your website after you have paid for advertising promotions).

  • Volume: Average number of monthly searches for the analyzed keyword(s) in Google (over the last 12 months).

    Note: Sorting available only under 10K results. The Volume filter is disabled when there are more than 50K results. Try adding other filters first.

  • CPC: Estimated price that advertisers pay to buy an ad in Google Adwords triggered by the keyword, in the selected country (from the past 30 days).

    Note: The CPC filter is disabled when there are more than 50K results. Try adding other filters first.

  • Position: URL’s organic position on Google's Search Engine Results Pages (SERP) (over the time period selected).

  • URL: Most recent URL displayed in organic Google search results in the selected country (over the last 30 days).

Can I See Weekly Data?

If you have access to our premium feature, you can see weekly keyword data for a specific week or the past 7 days. This helps with real-time campaign optimization - no need to wait a month to see how keyword traffic shares change. This new metric enables you to view data, week over week to see changes. In addition, users can easily uncover more long-tail keyword opportunities because with this feature we can provide many more keyword results.

Feature Location

Try it now! Website Analysis > Enter a website and go to Search > Audience.

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