Moz, one of the largest SEO companies in the world (and one of the largest Digital Marketing blogs) has decided to further help the lives of those who want to have assertive online campaigns. Besides its contents, which are great influencers for our blog and that are fundamental for those who want to achieve success […]
Moz Moz , one of the world’s largest SEO specialist companies (and one of the largest Digital Marketing blogs) has decided to further help the lives of those who want to have assertive online campaigns.
In addition to its content, which are major influencers for our blog and critical to anyone who wants to succeed with Digital Marketing, Moz has launched yet another tool for optimizing and facilitating the work of marketers [ 19459007].
The Keyword Explorer , or just KWE.
According to Moz experts, this is perhaps the most important and impactful tool they have ever created .
Today, we’ll be presenting to you all about the tool: how it works, what makes it such a unique tool, its features and how to use it.
What is the tool
Keyword Explorer is a complete SEO tool for defining keywords. It completes the process of finding the best word, filtering and prioritizing words according to the most important numbers.
KWE also presents the most essential metrics for good SEO: Volume, Difficulty, Opportunity, Importance, and Potential – we’ll understand each one ahead.
The tool is extremely assertive in displaying search volume and can display even more accurate numbers than Google Adwords reports, up to 95% accuracy for each keyword .
One of the great advantages of KWE is that it is a multi-functional tool.
Generally, in keyword planning, you need to use at least three tools to find volume, trends, word suggestions, and more.
With Keyword Explorer these applications are found in one place.
How does it work
The tool is very simple and intuitive, starting with its homepage, which is very simple and looks a lot like the search engine page. From it you can search for any keyword or term you need.
After searching, we will enter the overview page of the tool, where we will have access to all key data to make a rich analysis of the keywords.
This Overview page displays the top metrics: volume, difficulty, opportunity, and potential for this word. And each of these metrics will have a different impact on how you intend to prioritize your words.
Below are Keyword Suggestions, a feature we often use the Keyword Tool or Keyword Planner.
Next is the SERP analysis or Search Engine Results Page (SERP) analysis. Where we see the main pages that are performing for that word.
And we also have the Mentions that are made of this keyword.
For this purpose, the tool will display Google search results for that specific keyword.
We’ll look at the pages that are ranking organically and the tool still features the main features of those pages. For the word we searched for – digital marketing – we searched in English because it is a new tool that is not yet fully optimized for Brazilian searches – we see that on the first page of Google we have 8 organic results and 4 Adwords ads on top.
We can learn from these pages that are ranking organically. For example, first place is Wikipedia, which has page and domain authority, and an excellent number of external links.
We see other features like images in Coursera, for example. This feature is simpler and just shows that that SERP has images.
Knowing which pages are ranking well for that keyword is important to know what type of content is working, the level of competition for that keyword, and how you can differentiate your content to gain rank.
Obviously in this case the first place seems well secured, yet a second position on the search page gets up to 17% of search traffic.
This feature may be the most commonly used by anyone who needs to choose keywords for their site or blog.
In Keyword Suggestion you see the main keywords related to the main term you searched for. The results already come with your search volume (with 95% accuracy) and still have the relevance of that word.
You can present results in search volume or relevance order, for example:
If we base it on volume, we see that first place is social media marketing , surpassing even our own keyword.
When we select by relevance, the first one becomes digital marketing , followed by digital marketing strategy .
It is important to explain that relevance is based on the similarity of this word to the original keyword, ie for the term digital marketing, social media marketing has less relevance than the term [ 19459010] digital marketing strategy .
Another interesting factor is that you can filter these word suggestions according to your preferences. For example, only words on pages with similar results that have all the terms of the chosen keyword, among other filters.
Search can also be filtered by search volume: display only words with volume between 11k-30k or 1k-2k, among other possibilities.
Another advantage is that results can be easily exported to CSV.
One of KWE’s greatest assets is its metrics.
Almost all volume search tools are based on one source: Google Adwords Keyword Planner. The more you study about keywords and SEO, you will find that Google numbers are not the most accurate there . One of the engineers was able to quantify these discrepancies in numbers by presenting the obscure secrets of Keyword Planner.
Moz created its own formula to deliver a more accurate volume than Planner.
The number presented by the site is 95% accuracy in the numbers they display when you search. This means the exact volume that Google fetches is within this metric presented by the tool 95% of the time.
Keyword difficulty is a metric where the tool analyzes Google’s top 10 results for any word or term. Then, based on these pages, he presents the difficulty of reaching these positions.
From the SERP Analysis tool you can do this same investigation – as we explained – but here the tool already gives you an average number for you to design content that achieves these results.
The key benefits of this metric are: avoiding focusing on keywords that are hard to rank and requiring a lot of investment, prioritizing the words with the best opportunity, and analyzing competitors in those positions to learn from them.
Opportunity is a Click Through Rate (CTR) -based metric . The more likely you are to rank well for that keyword and get clicked, the greater your opportunity.
For example, searching for the Star Wars keyword yields the following result:
There are pictures and information about the saga next to it. These images, news and videos on the search page and very strong websites tend to attract very high clicks.
Therefore, even if you by some miracle reached the first page of Google for the word Star Wars, it would hardly be clicked.
The potential of a word would be a result of an equation based on all previous metrics. Volume combined with the difficulty and timeliness of a keyword brings us to its potential.
You can create your own number based on the other metrics you have found, there is no right algorithm or calculation for it, but it is advisable to use a tool like KWE.
He has his own algorithm and calculates an approximate and very assertive Potential.
The goal is always to find a word with a high volume, low difficulty, high probability of CTR, and of course words that are really important to your business.
The closer you get to these numbers, the greater your chances of success with that term.
Moz already makes the tool available and you can use it to do up to two free searches per day . As we said, the tool is new and not yet fully adapted to Brazilian searches, but knowing this tool is already quite useful.
Keyword choice may be the main pillar for good SEO, but there are several other factors for you to really reach Google’s top positions.
Download our Definitive SEO Guide and understand more about it!