The Keyword Phrases page provides traffic insights related to a specific search keyword. See traffic data related to the keyword when used alone or in combination with other search terms to drive traffic to the analyzed website(s).
One-word keywords, such as shoes or air, can be costly and highly competitive -- and vying for these keywords may be difficult and a risk to ROI. But, looking at top keywords used in combination with other search terms can help you build a low-cost, high reward keyword strategy.
Other key metrics provided on the Keyword Phrases page are the keyword traffic share over time insights. See how keyword phrases perform over time, and compare to your competitors to see who is winning for certain keyword combinations.
Using the metrics:
There are several ways to use the insights drawn from Keyword Phrases to make decisions in your daily work:
Build out a PPC campaign for long-tail search terms that are bringing traffic to your competitors.
Create dedicated web content that uses multiple combinations of high-traffic driving keywords
Discover negative keywords to rank for and pinpoint lucrative SEO opportunities for your campaigns
To analyze the traffic from keyword phrases:
Go to the Competitive Analysis module and enter the primary websites.
Click +Compare and add up to 4 competitor sites.
Note: use the search filters to enter the date range and geographic region
Go to Search Traffic > Keyword Phrases.
A full list of keywords that are driving traffic to the analyzed websites is displayed
Use the data filters to narrow down the results table.
Note: You can use the boolean search bar to filter the list to a particular topic or product.
Search Length: Select one, two, or three word
Branded and/or Non-Branded Keywords:
- Branded are keywords used to search for a specific company name
- Non-Branded are keywords that do not reference a specific company name
Competitive Traffic filter : used to filter based on keyword opportunities, keyword wins and losses, and highly competitive keywords
Metrics that Matter:
Once you've reviewed the list of terms and the related traffic share
To view incoming keyword phrases traffic share over time, click the arrow next to each keyword phrase in the keyword phrases table to see a monthly breakdown.
You can also see how you compete with your competition on different keyword combinations. By adding a competitor, you will see the total traffic share of you and your competitors for a keyword as well as the traffic distribution. This gives you a clear view of who is winning for certain keyword combinations.
A great way to utilize this comparative view is by looking at the long-tail keywords i.e. three words, that don't send any traffic to you but are sending traffic to your competitors. If you exclude branded keywords (simply check the box), these are great indicators for keyword opportunities that can bring in traffic that is currently going to your competitors.