The road to perfect rankings is complex; First, the right keywords must be analysed in order to evaluate them and, eventually, the right content format must be found for them. This tutorial is about the first step: keyword research.
Table of Contents
Step 1: Enter your seed keywords.
The tool of choice from the Toolbox is Keyword Discovery. This tool, which is part of the SEO module, combines all our keyword knowledge in a simple interface.
By clicking on the flag at the beginning of the input field you can select one of the 28 country databases. Access to all these databases is included in the SEO module.
Now enter your seed keywords in the input field. You are able to enter more than one seed keyword in the input field to expand your search.
If you have specified a single seed keyword, we’ll try to suggest additional, matching seed keywords. These broaden the range of the keyword research in a meaningful way. By clicking on the suggestions, you can simply add them as a seed keyword.
Tip: Choosing the right seed keywords is crucial to the quality of keyword research. Use the toolbox’s capabilities to find out which keywords successful competitors in your niche are using and start with them.
In the (expandable) search settings below the input field you can narrow the search even more precisely. The match type has particular implications for multi-word keywords. The following rules are available. (The example search term in this case is james bond skyfall)
- Contains: at least one of the word parts of the keyword must appear. (warren james, bond street, skyfall house, bond james will be shown in the results.)
- Word group: all words in the term must be present, but the order does not matter. This is the default setting. (skyfall james bond, james bond ppk skyfall will be shown in the results )
- Exact match: all word components must appear in the order of entry. (q james bond skyfall, james bond skyfall rating will be shown in the results.)
If the Find word components option is selected, the results also include keywords that begin with the seed keywords entered. For the seed keyword bond, hits like premium bonds, covalent bonding would also be found. Here you have to decide, depending on the scope of the research, whether this option improves the keyword results, or whether it dilutes the results too much.
Step 2: Evaluate and sort results
After clicking on Start, Keyword Discovery will start searching in our databases. It usually only takes a few seconds to get your first results. The interface looks like this:
On the top left you’ll find your seed keywords. Click on the little pencil icon to change and customize these seed keywords. The analysis will update accordingly. At the top right you can see the total number of found keywords as well as their total accumulated search volume.
Pre-sorted Keyword Groups
Keyword groups help you to identify the most important and relevant topics for your keyword research.
To this end, we have automatically sorted the found keywords . These keyword groups are initially sorted by the number of keywords they contain. With a click on the button Search Volume you change the sorting to the sum of the search volumes in the group.
Keyword Table: All details in one place
In the keyword table on the right side, the current keyword research results are shown along with useful and relevant information. In addition to the keyword, we include the search volume, the seasonal variation of the search volume, our assessment of the intensity of competition in the organic SERPs, a rough CPC value and the existing SERP features.
As usual in the toolbox, you can filter and sort this table for all columns at will. For example, filter results to show only those with Google Ads.
Step 3: Add keywords to a list
The toolbox workflow is designed to assist in selecting the correct keywords and adding them to a list. Lists are a core feature and lead to additional research and content creation features. You can add them directly in Keyword Discovery, but also in almost all other areas with just one click. In each list you can record up to 10,000 keywords.
Selecting the right keywords is individual and depends on the project. Think about the user or search intention behind the keywords and check whether the keywords fit into the planned phase of the customer journey. You need to add enough keywords to fully cover the planned topic. On the other hand, it should not be too many keywords, which would dilute the thematic focus.
You can make many of these decisions based on the Google SERP features listed in the keyword results. In order to find keywords with the search intention “Know” or “Know Simple”, which is particularly suitable for SEO, pay attention to news boxes, knowledge-graph links and image boxes. If one keyword has (many) Adwords ads or Google Shopping integrations, organic traffic often has limited space in the high-profile top-level SERPs.