Keyword Analysis or Keyword Analytics
A keyword or keyword phrase is a term entered into a search engine to find what the web user is looking for. The search engine results display web pages which are most relevant to the keyword used. It is important to identify and utilise keywords effectively on your web pages to improve Search Engine Optimisation (SEO).
Keyword Analysis – A Short Guide
What is Keyword Analysis ? It is about doing the research to find out which keywords or search phrases can attract visitors to your website through organic or through paid search. You are looking to find out which terms are being used by potential shoppers. It is about studying your competitors websites to find out which keywords and phrases they focus on.
Every page on your website should be optimised for one keyword or key phrase. In order to let Google know which keyword or key phrase you wish to optimise your page for, it is critical that this keyword or key phrase is used in a number of places on the page. See our On Page SEO Guide here.
This a simple guide with some keyword analysis tools and tips.
Keyword Research Tools – FREE and Paid
The best place to start is Google, so start by making a list of the keywords or keyphrases that seem to be logical to you or your client. These are the seeds.
Now go to Google, type the first key word or phrase and watch as Google suggests words or phrases. For this example lets search ‘web design agency’. Google actually tells you what people are searching, as in, the most common keywords or phrases. In this case it is web design agency dublin and web consulting agency and web design agency dublin. That is simple and free. Plus, if you scroll down to the bottom of the page, Google will show you ‘Searches related to web design agency’ which shows ‘web design studios’ and ‘web design sligo’. These are the related or other terms that are most popular in search.
Sticking with Google you can use the Google Keyword Planner to fine tune your results and find out how many searches are done on a monthly basis for any key word or term. You do need to be logged in to Google and create an Ads account, so you will need to add your credit card details. There is no charge for this tool, but Google does want you to be in a position to use its Ads platform when you are doing the research.
Some other FREE Keyword Analytics options include:
Ubersuggest which is a tool from Neil Patel offering a lot for little or no money. He is looking for the big companies or agencies, so he is offering this platform to attract a lot of users and become the go to option of the experts. People will learn to do keyword analytics using this tool and will want to use it wherever they go as they progress in their career.
Answer The Public This pulls aggregated data from a multiple of search engines like Google, but critically it is not just Google and makes suggestions for you to use.
Keyword Sheeter A new kid on the block, which will grade the difficulty to rank for a keyword or term. for a way of getting suggestions on your term.
Also Asked which tells you what else people searched that relates to your term. It is a bit different to Answer the Public which spews out data rather than suggestions. You can even select your country for more refined results in your own market. Or pick another target country if you plan to export.
Surfer SEO is a paid tool however it does offer a useful Chrome extension which throws up some good stats on search volumes
Remember that as you start typing any term in a Google search, it will start showing you suggestions. And at the bottom of the page it will show you ‘people also asked’ showing some related terms that have been searched by others. This is a good start for many people when doing initial keyword analysis.
Tip: Look at your competitors websites to see which keywords they are focusing on. Pick a competitor and do a ‘site:’ search as in go to Google and type in site:https://meanit.ie/ with the colon and you will get a list of all the pages on that website. You will also see the Page Titles and Meta Description for each page which will tell you a lot about the keywords and phrases being optimised by that company.
Paid Keyword Analytics Tools
When you are ready to get serious with keyword analysis, to do battle with the competition you can invest in more powerful tools for your company or agency. Paid options include:
SEMRush – Based in Boston, it sells online visibility and marketing analytics software subscriptions from around $100 a month for one user. It allows you track your performance and that of any competitors. You can do website audits to get suggestions. And you can use it to find backlink opportunities or see which backlinks your competitors have to their website.
Majestic -This is ostensibly a backlinks checker from €47 a month. It does not give a guide on keyword difficulty or search volumes or anything else.
KWFinder – This popular keyword research tool from $29 monthly from Mangools
Mangools – helps find long-tail keywords with supposedly low SEO difficulty, much like Ubersuggest. The price starts at $29 a month, but expect to pay $79. This Mangools suite also offers SERP analysis, Backlink Checker and Website Analysis as well as Rank Checking.
Ahrefs – A competitor of Mangools, this is a toolset for backlinks and SEO analysis. Starting at $99 per month it offers an alert functionality to let you know when you move up or down etc.
Keywordtool.io -This has a FREE version and a paid version from $159 a month. It uses Google Autocomplete to generate relevant long-tail keywords for any topic
SpyFu – Shows the keywords that other competing websites buy on Google Ads as well as the keywords that websites are showing up for within search results. Literally spy on your competitors.
Serp Stat – From $69 a month. Try it for free with no credit card required
Next steps If you want to practice, pick a suitable key word or phrase and do a Google search to find out where you rank currently or who ranks on page 1. Then optimise your website page to improve your ranking for the key term. Use a simple Keyword Mapping Tool or Spreadsheet to measure performance. You do not need paid tools to do this research, but they are useful if you are doing this work as a professional in an agency setting. Stick with the FREE tools until you can use them to a point where you feel you need serious tools, then invest a few hundred dollars a month, but be prepared to work. They are ‘tools’ and require time to master and use in order to make the investment worth it. This is all a part of your overall SEO or Search Engine Optimisation strategy – if you want to read more about SEO see our What is SEO Guide here.