2.5. KeywordDiscoveryAnother popular third-party tool for keyword research is Trellian’s
KeywordDiscovery. KeywordDiscovery offers the following
features:
Keyword Research When you enter a keyword or phrase in the search bar under
the Research section, KeywordDiscovery displays the most popular
search terms that include the keywords you provided, along with
a count of how many searches were performed for those keywords
in the past 12 months (see Figure 20). Clicking on Analyze brings up more detailed data about the
search term. Specifically:
Query Shows the term you entered as well as related
terms.
Searches Shows the number of times each term was searched for
(according to KeywordDiscovery’s database) over the past
12 months.
Occurrences Shows an estimate of the number of pages where each
search term appears.
KEI An acronym for Keyword Effectiveness Indicator,
measures the value of a search term. It factors in the
number of times a term has been searched for versus how
many other web pages target the exact match phrase. The
higher the KEI, the more value that term has. For example,
shoes has a KEI of 1.51 because it is
searched for a lot but is also targeted by a lot of web
pages. Conversely, dance shoes has a
KEI of 4.99 because it is searched for less often and is
targeted by fewer sites. We don’t recommend using the KEI
as a metric for search term value because search result
numbers do not correlate well to the level of competition
for a term.
Predicted Daily A prediction of how many average daily searches are
performed for each keyword across the Web (see Figure 21).
Industry Keywords This tool tracks the most popular search terms that are
bringing traffic to sites in different industries. For example, according to KeywordDiscovery, the top 10
search queries related to shopping are ebay, ikea,
walmart, amazon, target, ebay.com, best buy, adidas, home
depot, and nike (see Figure 22).
Spelling Mistake Research Typing the query spell:[keyword] in
the search bar under the Research section will return spelling
variations for that keyword, the number of times the keyword has
been searched for (searches), and the keyword results for your
search (queries). For example, spell:optimization
returns results such as
search-engine-optimization,
searchengineoptimization, and
search-engine-optimisation, as shown in
Figure 23.
Seasonal Search Trends If you click on the little bar graph icon next to the
number of searches for a query, you’ll see a graph of the search
trends for that keyword over the past 12 months. You can mouse
over each bar and see the number of searches for that time
period, and you can sort the chart by historical data (how many
searches in the past year), monthly data (number of searches
broken down into each month), trends (a graph of the search
trends over the past year), combination (a graph of Historical
Global versus Global Premium search data; Figure 24 shows a
definition of these terms), and market share (a breakdown of
which search engines were used to search for the query).
Related Keywords Typing either related:[keyword] or
crawl:[keyword] will return keywords that
are related to the term you provided. For example, typing in
related:search engine optimization returns
results such as search engine,
internet marketing,
seo, and website
promotion.
Keyword Density Analysis This feature checks how often keywords are found on the
URL you provide, assigns a keyword density percentage to those
keywords, and lists the number of searches performed for each
term. We do not recommend using keyword density as a metric to
judge a page’s keyword targeting. The search engines use far
more sophisticated analyses of keywords for their algorithms,
and relying on rough counts such as this can seriously mislead
you. One good use for the Keyword Density Analysis feature is
to enter a competitor’s URL into the search bar and see what
keywords the site is targeting. It is a great tool to use for
competitive research.
Domain Researcher Tool This tool requires an Enterprise subscription. It allows
you to search for available domains that are based on popular
keyword search terms. These domains have high traffic potential,
as the tool shows how many users have searched for the URL. The
tool is great if you want to register other domains in your
industry and want these domains to be keyword-rich (see Figure 25).
Competitive Intelligence reports Trellian, which powers KeywordDiscovery, also offers
various Competitive Intelligence reports (which require a
separate subscription). These reports include:
Link Intelligence Identifies which links are sending traffic to your
competitors
Search Term Intelligence Identifies which search terms/phrases are driving
traffic to your competitors
Search Engine Intelligence Identifies which specific search engines send
traffic to your competitors
PPC Campaign Intelligence Identifies which search terms your competitors are
bidding on
Referrer Intelligence Provides information about specific sites that are
referring traffic to your competitors
Popularity Index Report Monitors the Popularity Index (which is based on the
number of unique sessions a domain receives) of your
competitors
Ranking Report Provides a view of which terms your competitors are
ranking for, the rank of these terms, and any changes in
ranking over the past 30 days
Meta keywords Provides a report that analyzes your competitors’
meta keywords (see Figure 26)
Competitive Intelligence Executive Report Provides information about every Competitive
Intelligence Report available, as well as several
subreports
Free Keyword Suggestion Tool KeywordDiscovery offers a free keyword
research tool that is similar to Wordtracker’s free
Keyword Suggestion Tool. When you enter a keyword/phrase, you’ll
see a list containing both the keyword you searched for and
similar keywords, along with their predicted search count over
the past 12 months.
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