internal moz pitch deck for keyword explorer
TRANSCRIPT
Rand Fishkin, Wizard of Moz | @randfish | [email protected]
Keyword ExplorerInternal Pitch Deck: April 19, 2015
WhyKeyword Research?
#1: Keyword Research Tools Are Much Less Competitive Than Links & Rankings
A very large percentage of SEOs use AdWords as their only keyword
research data source.
AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets
AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets
Clearly, they have search volume…
Google Suggest + Wildcards Are Rarely Used
Related Searches Are Also Underutilized
As is Google Correlate
Manually Extracting Topics, Interests, and Language from Online Discussions or Competitors Is Hardest of All
Free Tools Like UberSuggest & KeywordTool.io Do Some Expansion
But these tools don’t have the features or functionality to be a real solution; they just bolster
AdWords for the SEOs who use them
Paid Tools like SEMRush and Wordtracker closely mirror AdWords’ data
None of these tools are designed to help with the process of actually building and vetting a
keyword list.Brainstorm KW
IdeasResearch & Expand List
Refine & Filter List
Match List to Existing Pages
Determine What Needs Building vs. Old Pages to Optimize
#2: Keyword Research is the Most-Performed Task in the
SEO WorldWhile keyword demand isn’t a
perfect proxy, there’s likely more people regularly doing keyword research than any other single
SEO task.
FYI:
#3: Moz may be able to access/combine unique data that others cannot/will not
Rankings Data Mozscape Data Search Suggest Data
AdWords Data Anchor Text Data SERP Features Data
How Will We BeUniquely Valuable?
100 Million Keywords
Crawled from AdWords Retrieve Search
Suggest Data for Each
Retrieve Related Searches Data for
Each
Base Corpus of 2B+ Keywords
We can build a large, useful database of keywords and keyword mappings
Initial Search Term
Suggestions from Corpus
For each on-demand query, we can add more value by collecting additional data
Extracted KWs from Pages Ranking in the SERPs
Anchor Text Phrases those Terms Appear In
KW Diff Score
Opportunity Score
KW Volume Bucket Estimate
List of KWs with:
Mentions via FWE
Initial Search Term
We can store and save lists of exportable keywords for customers
List of Chosen KWs w/ accompanying metrics
Saved Lists of KWs for Export
Or CSV
Importable into Moz Analytics
In the future, we may have new data sources for keyword suggestions and opportunity
consideration:
KWs from anonymized clickstream data
List of Keywords Your Competition Ranks For
Keywords extracted from topic modeling analyses
Percent of traffic sent by given ranking position
V1 Super Rough Concept
Moz Keyword Explorer
Enter a Keyword: e.g. venn or “venn diagram” Search
+upload multiple terms
My Saved Lists
Moz Keyword Explorer
Enter a Keyword: e.g. venn or “venn diagram” Search
Keyword Ideas
My Saved Lists
venn diagram
venn diagram template
venn diagram maker
venn diagrams
what is a venn diagram
venn diagram worksheet
venn diagram generator
blank venn diagram
triple venn diagram
+
+
+
+
+
+
+
+
Volume Estimate
0-100
101-500
501-1,000
1,001-5,000
5,001-10,000
10,001-50,000
50,000+
Also on this page we’d probably offer the initial
SERPs analysis view ala KW Difficulty
Moz Keyword Explorer
Enter a Keyword: e.g. venn or “venn diagram” Search
Rand’s KW List:
My Saved Lists
venn diagram
venn diagram template
venn diagram maker
venn diagrams
what is a venn diagram
venn diagram worksheet
venn diagram generator
blank venn diagram
triple venn diagram
Volume
0-100
101-500
501-1,000
1,001-5,000
5,001-10,000
10,001-50,000
50,000+
Opportunity
High
Medium
Low
Difficulty
76%
58%
44%
Analyze
SERPs Analysis
SERPs Analysis
SERPs Analysis
