Discover the search terms - both single keywords and groups of multiple keywords - that are driving search traffic to a 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 insights derived from the Keyword Phrases page come from keyword traffic share over time metrics. See how keyword phrases perform over time and compare your performance 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
Tip: Click the arrow next to any search keyword to see the metrics on the competitive traffic share over time.
Use the data filters to narrow down the results and zero in on opportunities.
Note: You can use the Boolean search bar to filter the list on a particular topic or product. Use the search bar to enter a search term to reveal the traffic share for that keyword and all possible keyword combinations which include it. For example, search for "Shoes" to find the traffic share for that keyword, as well as traffic for "running shoes; basketball shoes; men's shoes", etc.
Search Length: Select one, two, or three-word search terms/phrases.
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
Using the insights:
By looking at Keyword Phrases, you can pinpoint the most lucrative SEO opportunities for your campaigns, estimate the amount of traffic from different keywords combinations, and discover long-tail keywords your competition ranks for but you don't.
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. See the total traffic share of you and your competitors for a keyword as well as the traffic trends and 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.
Try it now! Website Analysis > Enter a website and go to Search > Keyword Phrases.