Keyword Phrases reflect the different search terms that drive traffic to the website you are analyzing. In addition, it reflects the percent of traffic this search term sends to the website, on its own and within longer search queries. Keyword Phrases help you determine which search terms (single and multiple keywords) are most valuable to your business. On this page, you can see different combinations of keywords and the percentage of traffic they're sending to your website.
You can analyze up to five websites and view the phrases that drive traffic to the websites analyzed. You can see how much traffic this one phrase drives in all its possible keyword combinations and lengths.
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
discover long-tail keywords your competition ranks for but you don't
Consider one-word keywords, like news, to be highly costly and competitive which means vying for this keyword will be difficult and at risk to be ROI positive. But it does give you a good indication of how to combine it with other keywords that can offer you a low-cost yet high reward keyword strategy.
Here are a few ideas on how 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 bring in traffic to your competitors
Create dedicated web content that uses multiple combinations of high-traffic driving keywords
Discover negative keywords to rank for
To analyze keyword phrases traffic:
From Competitive Analysis, enter a website you would like to analyze.
Go to Search Traffic > Keyword Phrases.
Click Compare and add up to 4 of your competitors.
A full list of keywords that are driving traffic to you and your competitors' websites in the given time frame is displayed.
You can apply any of the filters to narrow down your list.
Note: You can use the boolean search bar to filter the list to a particular topic or product.
You can filter by:
Any Search Length: Filter one, two, or three keywords
Branded Keywords: Keyword used to search for a company name
Non-Branded Keywords: Keywords that do not reference a company name
Filter by 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
Within the table, you can see:
Search Terms: List of referring keyword phrases.
Competitive Traffic Share: Percentage of competitive traffic share that is sent by these keywords to the specific websites that are in comparison mode.
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.