6 Metrics to Consider When Choosing Your Target Keywords
Consider all the advantages of thorough keyword analysis. Online marketers who are well-versed in research techniques can reach more customers while also finding entirely new audiences. They can identify trends and predict changes in their markets. They can audit their SEO strategies and stay in front of the competition. This can't happen without knowing your best keywords.
Here we'll review six metrics to consider when researching your keywords. Brainstorming is always a good first step, but it's what you do with your keyword data that can take your SEO to the next level.
Metric No. 1: Search Volume
Gauging the popularity of various keyword terms is a great way to start your research. Obviously, if more people search for a keyword term, then you're more likely to get visitors to your website by achieving high rankings for that query. Granted, earning high rankings is difficult on more popular keywords, but search volume is still a fundamental element of keyword research.
To determine search volume, use the Google Keyword Planner found within the AdWords interface. Check out the 12-month volume graph that appears with your keyword to see how volume fluctuates throughout the year. Also, remember to factor in the search volumes of closely matched keywords.
Metric No. 2: Search Volume Trends
Do search volumes for certain keywords change over time? This is good to know, especially when you feel like you're suddenly underperforming for certain search queries. You can glimpse monthly keyword trends in the Google Keyword Planner, or you can review your website's analytics data to see how traffic from various search queries has fluctuated over the years.
Not all keywords have significant upward or downward trends, but many do — especially given the seasonal nature of business. Home improvement keywords may peak in the spring and summer, then decline in the winter. Holiday keywords might have short peaks, but otherwise be flat. New cars, computers and other merchandise often debut with high search volumes that taper off over several months.
Metric No. 3: Competition in Organic Searches
A good way to boost your SEO more quickly is to identify relevant keywords with less competition. This can be easier said than done, especially in popular business verticals where the paths seem pretty well-travelled.
To check a keyword's organic competition, use a service such as the Moz Keyword Difficulty percentage. Or, if you don't want to start an account with another company, you can also use the AdWords competition metric to see how contested a keyword is in the paid results — it's not the same, but it will give you a ballpark idea of what you're up against.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.