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Tools to help you analyze keywords

From: SEO Fundamentals

Video: Tools to help you analyze keywords

Now that we understand the basics around how we conduct keyword research, let's dive into the tools that will help us find more keywords and collect all the data we'll need. While there are quite a few tools out there, perhaps the one that gets the most use is the Google Keyword Tool. Not only does this tool provide a good measure on search volume, but improvements on keyword suggestion has made it a more favorable keyword research tool in the SEO community, and the best part about it is that it's free. While you don't need to be an AdWords advertiser to use this tool, if you do have an AdWords account, you'll get access to all the bells and whistles of the Keyword Tool.

Tools to help you analyze keywords

Now that we understand the basics around how we conduct keyword research, let's dive into the tools that will help us find more keywords and collect all the data we'll need. While there are quite a few tools out there, perhaps the one that gets the most use is the Google Keyword Tool. Not only does this tool provide a good measure on search volume, but improvements on keyword suggestion has made it a more favorable keyword research tool in the SEO community, and the best part about it is that it's free. While you don't need to be an AdWords advertiser to use this tool, if you do have an AdWords account, you'll get access to all the bells and whistles of the Keyword Tool.

So even if you have no plans to use Google AdWords, you might consider signing up for a free account. From AdWords, you can access this tool from the Tools and Analysis drop-down. Before we do a search, let's take a look at some of the options that we can use by opening the Advanced Options and Filters area. You can choose to see data for the entire world or just the countries you select, and you can also choose the language of your keyword results. Here, we've chosen the United States and English. Another important selection is the devices that people are searching on.

The kinds of keywords people type into their mobile phones are often a lot different than the ones that they type into desktops or laptops, and you can see the differences by using this selection as you do your research. Last, you can choose to filter your results for things like certain levels of competition or search volumes. Over on the left you'll want to select a preferred Match Type. AdWords advertisers are familiar with the three types: Broad, Exact, and Phrase. But for our purposes, we'll make sure that there's a check in only the Exact match box, which will ensure that we're getting data for only the keywords we're looking at, exactly as they appear.

Now we're ready to get started, and there are a few ways we can do it. First, we can type one or more keywords into the Word or phrase box by entering them one per line. You can also choose to enter a Website URL, and the tool will go crawl the page to try and find relevant keywords. For now, we'll keep things simple and just type in "iPhone cases" and click Search. As you can see, the Google Keyword Tool is a great suggestion tool. From this one term, we start to discover that people are also searching for things like best iPhone cases, cool iPhone cases, and bamboo iPhone cases.

Over on the right you can choose which columns of data you want to see. While Global Monthly Searches includes the entire world, if you specified a country in your settings, the Local Monthly Searches will only show data for the countries you've selected. You'll also want to make sure that Competition is checked, and the Local Search Trends column can give you some interesting insights into seasonality. Right from this tool you can select the keywords that you want to potentially include in your keyword list, and you can download a list of the raw data in CSV format, where you can work with the data offline in a tool like Excel.

Remember that this tool was developed for AdWords advertisers, and as, such there are more options that we haven't talked about that have to do with AdWords and not necessarily SEO, but I'd encourage you to spend some time with this tool and dig around for lots and lots of keyword ideas and data. Another great tool to get even more information about a keyword is Google Insights for Search, which can be found at google.com/insights/search. This lets you type in different keywords and see all kinds of information about how that keyword is being typed into Google searches overtime.

Over on the right you can filter this data by type of search, geography, time period, and even Category. Let's stick iPhone cases in here and see what we can learn. Here we see a graph of how this term has been searched for over the years along with key pieces of news that can help us figure out what might have caused certain spikes or troughs. While there's been a pretty good upward trend over the years across the world, let's get a little more specific and select just the United States for the last 12 months, and let's compare it to the singular version of this keyword, iPhone case.

Here we can see exactly when our demand picked up, and we can see that more people are typing in the singular version than the plural. Scrolling down, we can see state by state interest through the heat map, and below that we can get even more keyword ideas in the Top and Rising Searches section. Putting some of these back into the Keyword Tool can start a whole new iteration of research. Using tools like the Google Keyword Tool and Google Insights for Search allows us to discover new keywords and understand just what people are typing into search engines.

This exploration and data collection is the backbone of our keyword research process, and can provide us with wonderful insights and ideas around which keywords we'll focus on as part of our SEO strategy.

Show transcript

This video is part of

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SEO Fundamentals

64 video lessons · 43210 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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