- [Narrator] 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. There are quite a few good tools out there, but for this video, we'll use the Moz Keyword Explorer tool. Not only does this tool provide a good measure on search volume, it also suggests related keywords as well as provides an idea of what types of sites and content are currently holding the top positions. You'll need to sign up for an account, and decide between the free and paid versions, and, once you navigate to the Keyword Explorer, you'll see a screen like this.
For our initial keyword research, we'll leave the first option, Keyword, but know that you can use this tool to research specific domains, subdomains, and pages as well. Next, we'll enter a keyword. For now, we'll keep things simple, and just type in iPhone cases, and we'll leave things set to the United States. Let's take a look at the Keyword Suggestions report for a list of keywords related to our initial keyword. You can see that for each suggestion, we're given a relevancy score, as well as the estimated monthly search volume anticipated for each term.
Notice that we have some control over how the tool is finding new suggestions for us. We can have it group suggestions in a few different ways and we can filter unexpected search volume as well. As you play with this tool, make sure to test out different settings and see the results. For this example, let's display keyword suggestions that include a mix of sources. We'll group our results with medium lexical similarity and, since we want to look at some longer tail opportunities, let's keep the search volume on the low side.
From this single term, we start to discover that people are also searching for different names, like skins and covers, specific models and more. Note that you can also download a list of the raw data in CSV format, where you can work with the keywords offline in a tool like Excel. Another great tool to get even more information about a keyword is Google Trends. This lets you type in different keywords and see all kinds of information about how that keyword is being typed into Google searches over time.
At the top of the page, you can filter this data by geography and time period, category, and even the type of search. 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 past five years. While there's been a few spikes here and there, there seems to be a downward trend 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 a very similar trend, but we can also 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 related keyword ideas in the Related Queries sections. Putting some of these back into your SEO keyword research tool of choice can start a whole new iteration of research. Using keyword research tools, like the Moz Keyword Explorer and Google Trends 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.
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