How to analyze keywords for a website?
Wow, more keyword articles. Without keywords, your blog articles are ineffectual. Therefore, we have compiled these articles to assist you in developing your website keyword strategy.
What Is Keyword Analysis?
A keyword analysis is a process of analyzing the keywords or search phrases that bring visitors to your website through organic and paid search. As such, keyword analysis is the starting point and cornerstone of search marketing campaigns.
By understanding what queries qualified visitors to your website type into search engines, search marketers can customize their content and landing pages to drive more traffic and increase conversion rates. For this reason, keyword analysis is an important skill for both SEO and PPC experts.
Keyword analysis helps increase conversions, find new markets, and optimize spending, but it requires time-consuming examination and decision-making to beat your keyword competition. The WordStream Keyword Analysis Tool analyzes your website keywords a step further by analyzing your keywords and suggesting actions, and automating your activity for the best efficiency and results.
Do you really want to look at spreadsheets and graphs for hours a day every day? And after that, what comes next? WordStream eliminates this time waste, streamlining the process of analyzing keywords, highlighting the vital marketing performance metrics, and prioritizing actions to improve your efficiency while simultaneously improving your PPC performance greatly.
Marketing is inherently analytic. Field-testing marketing outreach and marketing performance is key to optimizing the budget allocation and market reach. Search marketing is no different, and since keywords dictate your entire search campaign, keyword analysis should be your primary focus. Analyzing keywords allows you to:
- Optimize Spend: Distribute more budget to successful keywords and eliminate wasteful spending on those that aren’t producing results.
- Increase Conversions: Identifying and focusing on well-converting keywords is good for conversion rate optimization and return on investment (ROI)
- Eye Trends: Knowledge of keyword search frequency provides insight into market behavior which you can apply to multiple aspects of your business
- Prioritize Your Time: Keyword performance guides campaign importance–spend your time optimizing areas that have the biggest impact on your bottom line
- Find New Markets: Use keyword analysis to expand your long-tail efforts and discover more specific keyword queries and corresponding warm leads.
Most search marketers don’t spend nearly enough time on keyword analysis despite all the benefits because it’s time-consuming and repetitive. With keyword software from WordStream, analyzing keywords and capitalizing on data is automated and simplified, making you more productive.
Google AdWords includes a keyword analyzer and reporting section that details data like keyword clicks and campaign success. However, it isn’t easy to examine keywords and relate to each other from inside these tools.
Though Google’s tools help obtain an overview of your account, what you do as a result of that data and how you learn from it to improve your performance is totally up to you. In addition to the advanced keyword search capability, WordStream evaluates keyword popularity and visit totals to segment keyword groups for you. Highly relevant keyword groups are a crucial step towards improving your Quality Score, and WordStream’s learning software ensures your keywords are segmented as relevantly as possible. The software determines the best segmentations based on its own keywords analysis and any additional filters and rules that you define.
The keyword source analysis feature allows you to analyze search engine keywords in aggregate or drill down to focus on just paid keywords, just organic keywords, paid and organic keywords together, or keyword suggestions and associated traffic estimates. This feature enables you to perform SEO-driven and PPC-driven keyword analysis with the same tool.
WordStream software is fully dynamic, so keywords people enter to find your specific website are added to your account daily: your own private, automated keyword discovery tool! Existing keywords will be updated with the most recent visit data, and new keywords will flow through to groups based on the rules you set while segmenting keywords. In other words, your keyword segmentation suggestions, long-tail metrics, and visit tallies are always automatically based on current data.
Performing a website keyword analysis on your competitors is a strategic way to get your SEO and content marketing strategy. And it’s an important part of learning how to do keyword research effectively.
There are many benefits to performing keyword analysis:
- Seeing how well other sites perform
- Identifying keyword gaps and opportunities
- Disqualifying keywords that are out of your reach
- Using your findings to create future SEO content and guide your strategy
Using Alexa’s Marketing Stack, you can easily check the website keywords of your competitors and put all of your research in one workspace. That way, you can more closely manage your future SEO plans and keep up with the competition.
Keywords selection is an essential part of SEO strategy. Correctly selected keywords largely determine the success of the whole Internet marketing campaign.
So, how do you know whether keywords are right or wrong? Or which of them are better than others? The answer is simple: they require thorough analysis and evaluation with the help of a keyword suggestion tool.
There are several programs nowadays that allow doing keyword analysis. The most well-known among them is, probably, Google’s Keyword tool, but it doesn’t give all-around data for search terms. For this purpose, you can use Semrush – professional keyword software created specifically for in-depth keyword research.
When looking to analyze keywords, you can usually measure them by two key metrics:
- The search volume (how often the users use such keywords as a search query on the Internet)
- Level of competition (how many sites are ranked in search results for a particular keyword)
If you have a website for which you choose the keywords, the best way to start is to enter the website URL into the Semrush search line and go to the Overview section.
In the Organic keywords table, you will get the list of keywords for which the website is currently ranked in the first 20 search results (click “Full Report” to see the list in full). There you will find:
Key metrics of keyword evaluation.
- Keyword search volume – how many times per month do users perform a search on the local search engine version with this keyword (Volume column)
- the number of search results – how many search results are returned by the local version of the search engine for this particular keyword (Results column)
Additional metrics for keyword assessment:
- Cost-per-click for an ad for the keyword – this data is always helpful even if you are not going to run a paid marketing campaign; it helps understand the level of competition for the keyword – the higher the price, the more companies want their ads to be shown for it (CPC column)
- The proportion of customers driven to the site by this keyword – this index gives a better idea of how essential this keyword for your site conversion is (Traffic % column)
- Level of competition between advertisers for the keyword – another additional index that helps estimate how fierce (or mild) the competition for this keyword on the market; the higher the index value, the more tough competition is (Com. column)
- Keyword frequency trend – you can make sure the keyword is not becoming less popular with people searching on the web, and therefore it is worth including in the future SEO strategy (Trend column)
To analyze keywords in this way, you can use the filter above the table and filter the keywords by their frequency (Volume), number of search results (Results), or any other metric.
Your primary aim here should be to select such keywords that generate essential and profitable traffic to your site and, on the other hand, are not too competitive. This way, the money you spend on promoting these keywords in organic search results could give a proper return.
You can also make this selection outside Semrush by saving the table to your computer and then filtering the data in a convenient file format. In the end, you should receive a list of keywords that you will use in your marketing campaign.
A great way to expand your keyword analysis and find more winning keywords is to study your competitor. For this purpose, you can take advantage of Organic Research. This tool provides you with information about your competitors’ keywords, competitive positioning, and more.
There you will find a list of competitors picked by Semrush according to the keyword they have in common with your site, so these will be sites that are direct competitors of yours in the organic search results.
Our advice here would be to evaluate competing sites and choose several for a close study of their keywords. You will be able to assess the sites by the next criteria:
- the number of keywords that a rival’s site shares with you– after clicking the figure, you will see a handy tab where your site and the site of your competitor will be compared by the position in the search results for every keyword they have in common (Common keywords column)
- the total count of keywords the competing site is ranked in the top 20 search results – this will be a direct indicator of how successful the competitor’s site is (SE Keyword column)
- estimated monthly traffic driven by to the site by top 20 search results – another characteristic calculated in the number of visitors per month which will help you evaluate competitor’s success (SE Traffic column)
Having studied this data, you will have determined several factors which you need to have a closer look at. In the first column, click the competitor’s site you have chosen and view the organic keywords table for this site.
Keywords is not an easy task, but persistence and constant learning can make it easier over time. Should you need help, give RapidPage.ca a call today.
Article compiled by RapidPage.ca
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