Posts Tagged ‘Keyword Research’

Introducing Keyword Explorer tool by MOZ

May 18th, 2016

Keywords, hmm, the holy grail of online marketing! To go with them or not, is a complex matter even for the experienced marketers. But the truth is that whether its paid search campaigns or in-house content optimization, keywords are critical for your success. They work everywhere from social media to site visitors.

Keyword search is by and large a manual process although some tools are available. Mostly, it is the human perspective that counts in the end. So, it is time consuming. Tools like Google Keyword Planner and SEMRush are good in their own sense. Now, MOZ has jumped on the bandwagon and launched its very own Keyword Explorer Tool. Here is complete low down on what it is and should you go ahead and use it.

Introduction

MOZ is known for its insights into the actionable SEO. So, their Keyword Explorer tool carries high expectations. Here, they have created a tool that gives valuable suggestions to users backed by actionable data. As per “Rand Fishkin”, this tool gives you a holistic approach to keyword finding process right from keyword discovery, list building and prioritizing keywords as per campaigns.

Keyword Suggestions

Preliminary keyword suggestions can generate hundreds of keywords which you can categorize as per relevance, volume or topic. Keyword filtering process is easy and you just have to simply your search further using filters.

SERP Analysis

Keyword Explorer Tool provides comprehensive SERP analysis. You can check the volume as per monthly searches, opportunity levels and difficulty level of a keyword. Users also get potential score of a keyword that reflects the potential results or return-on-investment for a particular keyword. This section is an awesome in a way that you can have a fairly good idea whether or not a keyword will support your campaign. Competitor research is also well founded when you back the SERP analysis with solid data from KWE.

KWE Suggestions

Keyword Suggestions originate from other fellow tools like Google Suggest, Keyword Planner data etc. and can be categorized in KWE suggestions. This makes it a wholesome tool that serves multiple purposes. Exporting and importing keyword lists is another area this tool leads. User can upload their current list of keywords and simply check them against a set of pre determined metrics like difficulty, volume and relevance. Built with power users in mind, this tool is ideal to explore your keyword’s real world performance figures.

The Verdict

Moz Pro subscribers can access this tool right away. Standalone subscription to this tool can be had in two various levels starting from $600 per year and $1,800 per year. 2 daily free searches are available to any visitor.

Keyword Optimization versus Topical Optimization

December 29th, 2015

Gaining authority in their realm should be the prime aim of every business. Most of the businesses are busy finding new ways to increase customer base through new methodology. However, what they don’t realize is that gaining customers through extreme SEO methods is only going to draw them away. Sooner or later, organizations realize that customers are made with same old marketing strategies and investments pursued since hundreds of years. They are trust, quality, respect and authority.

And content is what brings all these elements onto a single stage. Doing it right can yield multiple results and doing it wrong can devastate your brand image. How well you know your industry is a reflection of the authority you command. A heavy content focus includes many parameters of which keyword selection is prominent. However, real authority encompasses a lot more than just keywords. Now, Google pays attention to authoritative content that is laden with topically optimized information along with highly relevant keywords.

So, is Keyword Research Dead?

Authoritative content does not signify that keyword research is no more relevant. It just got more complex and more specific. Topically optimized content is written with just the right blend of keywords classified into meaningful topical parts. After collecting the right intent and keywords, we can look forward to making authoritative content.

‘Intent’ is at the Core of Topical Optimization

Search now entails finding the trending topic that can be explained with authoritative knowledge. A comprehensive phrase database can be created that includes relative keywords in a natural organic sense. Every keyword or phrase will not be relevant to the content piece at hand or your business. So, excluding negative keywords will be a task in itself. This is done to avoid dilution of the content piece and make highly-focused piece.

Next important factor in the topical optimization is the sequence. The chronology of the content should reflect the natural flow of events in the real world. Now, that something only an expert can decipher perfectly! Moving on from one single entity to another, in a smooth fashion, is the key to success. By optimizing the content in the right sequence, the marketing and product lines coincide perfectly.

Optimizing the entire topic as per the topic at hand, will further help you out in eliminating the fluff content. There is no need to cover irrelevant topics just to insert the keywords. When you optimize any topic for a highly concentrated topic, you will deliver a much more concise and valuable information to the reader. The chances of dominating a certain topic with this type of content strategy are high.

In essence, topical optimization refers to mastering a single topic and delivering unmatched content to the readers. Keywords may take a back seat but still maintain their relevance. Searchers are more likely to land and stay longer on the relevant page. Such pages reflect the true intent of the reader. Each page is laden with highly targeted keywords along with the relevant valuable information covering a specific topic in a broader sense.

Focusing on singular keywords is old-school. Spin your entire content piece around a list of highly targeted keywords that reaches more people effectively. Remember, winning audience is the key to more sales.