Announcing Keyword Research – Inside Our New Tool

For the past few months, I’ve been working on a project to help make the keyword research process easier. Getting clear visibility on keyword search volume and opportunity data is painstaking and time intensive, but it’s such an important part of the initial and ongoing process of SEO. I’ve wanted to build something to automate the more laborious elements of keyword research for some time, and it’s (finally) ready to show the outside world.

Introducing the SEOgadget Keyword Tool BETA

Previewing our keyword research tool

One of the greatest challenges with keyword research is making your data actionable. It’s difficult to build large keyword lists without losing focus on which terms you’re targeting, and in what order. Grouping keyword data into categories is also really problematic with the tools most search marketers have at their disposal. Unless you belong to a very well resourced in-house team or a very large search marketing agency, large keyword research projects can be a huge bottleneck.

What does this tool do?

This tool allows you to create and export categorised keyword lists, with ranking, local search volumes and analytics visits from Google for each phrase. The categorisation data allows you to quickly and easily create pivot charts (for each keyword category).

The beta version of our tool integrates with the Google Analytics API allowing you to download keywords that drove traffic to your (or your clients) site in the past 30 days. As soon as you sign up and connect to your Analytics account, we start downloading your keywords, collecting search volumes in your local market and their ranking.

Make keyword categories and create powerful filters

Keyword Tool Chart

While we’re collecting your data, you can do a few really cool things. Create keyword categories, add new keywords and create filters to deep dive into your data. Here’s a break down of what you get:

What’s a keyword category?

Let’s imagine you’re an online retailer who sells shoes. The types of keyword you’re interested in might be grouped by gender (“shoes for men”, “shoes for women”), colour (“red”, “black”, “green”), or type (“boots”, “shoes”, “heels”) and so on. This simple example can be applied to almost any form of industry online. Automotive, for example has categories such as make, model, colour, age and location. Travel has destination, route, accomodation, date, location and travel type.

Understanding how people search in any given market is a critial prerequisite to designing a site architecture capable of catching all of traffic.

how do people search in automotive - SEOmoz Pro

Our tool allows you to create a keyword category and define what keyword “markers” might identify a phrase belonging to a category:

keyword category editor

Use suggest to find new keyword ideas or add your own

You’ll see the suggest link on the right hand side of the category editor. When clicked, the tool will suggest 10 keywords you might want to add to your campaign. This is a great way to discover new opportunty, allowing for easier keyword expansion methodology.

Of course, I’m a big fan of the excellent Mergewords and Think Pragmatic’s Uber Suggest for generating big keyword idea lists. Adding a list of keywords to your campaign using external tools is easy. All you have to do is generate, copy and paste:

add new keywords

Powerful filtering

What keywords present the best “low hanging fruit” opportunity? What phrases rank on page 2? With filtering you can create filters by search volume, analytics and rank.

Some of my favourite filters are:

– Page 3 rankings (Rank higher than or equal to 30 but lower than 20)
– Page 2 rankings ((Rank higher than or equal to 20 but lower than 10)
– Low hanging fruit (Keywords with more than one visit, a page two ranking and measurable search volume)

filter editor

Filters are configurable and can be combined and chained. This is one of the areas I’m most fascinated to learn from our users on how these filters are applied and what can be learned from them.

Over to you

Our beta testers have been helping us test and optimise the site in the past week and thanks to their feedback, we’re prioritising and working on some new features for late January 2011. If there’s something that springs to mind, be sure to let us know.

Some of the items we have planned are:

– Improving the suggestion tool to make it easier to add even more keywords more quickly
– Filter paid / non-paid traffic, ecommerce integration
– An enhanced Google Analytics management interface to allow users to restrict data by a specific date
– A agency account profile allowing for larger volumes of keywords
– Improve the charting / embeddable reports
– Save charts as PDF
– Make ranking / search volumes data available via an API

Ask a question and tell us what you need – Support Forum

our support forum

There are a few ways to get in touch – commenting here is great but we have a support forum for you to talk to other users of the tool too.

The beta period and what we’re trying to achieve

While this site is in beta, particularly in the next few weeks, we’re monitoring, and tweaking site performance. Initially, getting a full data set for a campaign could take between a few hours and a day, depending on the size of your website. In this time our development team are monitoring and optimising the back-end functionality to improve the tool, make it slicker and more powerful. If anything crops up, remember we’re at the beginning of our beta journey, and the more input we recieve early on, the better!

I’m really excited to be ready and I’m really grateful for your input and support at a really exciting time for us all!

Have fun, tell us what you think and sign up!

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19 thoughts on “Announcing Keyword Research – Inside Our New Tool

  1. How well does this tool work with “long tail” scenarios? I’ve got an e-commerce site (an online bookstore) and I see that the number of different keywords that brought me traffic this year is many times more than your “Level 3″ package permits. Is this the wrong tool for the job?

  2. Hi Michael – this is where categorisation becomes powerful..

    What I find in the long tail scenario is that with the right categorisation of keyword groups, you can learn enough about the most important keywords at the head of each “micro tail”. Hopefully that insight should give you the visibility you need to make decisions on top products, opportunities and dynamic template optimisation.

    Hope that helps and speak soon!

  3. That sounds great, I guess. But what do I do when I want to pull in the keywords I have in analytics that have brought me traffic, and I have more than 10,000 keywords?

  4. We’re working on making more keywords available to our users. I’ll let you know when we have that live!

  5. Wow Richard! I can’t wait to test it out. Thanks for building something new and useful for the search community. Does this tool work for any country that Google supports? My current favorite tool can only handle a handful and won’t do Canada, which I need most at the moment.

  6. Just thought i would say that i have started to play with tool and really like it. Plus its giving me some insight into the site i look after. Keep up the good work.

  7. mike says:

    Hi Rich,
    I was having a look at the tool – I couldn’t find any usage agreement i.e. what you can see and do with my data? Maybe I’m paranoid but it would be simple for you to locate clients, keywords and try and pitch for ‘em etc.


  8. Hey Lindsay – thank you! I’ll be in touch and speak soon.

  9. Hi Mike – your data is your data and it’s secure. If a usage agreement like the one you’ve described would help you feel more at ease, I’ll ask our legal person to put something together. The tool we’ve built is part of the longer term growth strategy of my company, to provide really good keyword research tools. My job is to get to a place where you’re really happy using the tool for your own marketing, but if you have concerns like that – I’d really understand you not using the tools.

  10. Awesome – Matthew, thank you. It’s great that you like what we’re doing and it’s awesome to have your feedback. Thanks buddy,

  11. Sam Crocker says:

    Mate… what a treat. Congratulations I know this beast has taken you much longer than you had initially hoped but from the play I’ve had so far with the thing I can honestly say this is the best keyword tool I’ve ever used and the ability to organise the research and visualise the opportunities in one place (rather than having to compile all of it on my own) is massive.

    Thanks so much and I wish you the best of luck working out any bugs that might come up.

  12. Thanks Sam, I’m really pleased you like it. This tool is very much about getting actionable data. I use it for my keyword research (i know this sounds obvious) but genuinely this is an SEO tool for SEO’s. Enjoy and have fun – bugs?! Yeah there are a few, but it’s mostly features we’re prioritising. Lots of work went into the engineering and db optimisation so *hopefully* she’ll stay up :-)

  13. Hey guys – just to let you know we’ve had a DB go down – should be back up in a little while so if you get an error, some back in an hour or two, sorry :-)

  14. Ann Smarty says:

    It looks and sounds as an absolutely awesome tool! Way to go, Richard!
    I do wish I had more time and could play with it right away!

  15. Thanks Ann – looking forward to showing you the ropes!

  16. Carl Maeda says:

    This looks really awesome. Do you have a way for PPC Agencies that manage hundreds of accounts to easily setup/manage multiple accounts? Thanks and looking forward to trying out the tool.

  17. Hey Carl, thank you! It’s pretty easy setting up an account, though we need to refine the options available to very large agencies with hundreds of analytics accounts. Right now it’s easy enough to sign up, and if you’d like any help then drop me a line at richard at seogadget dot co dot uk.

  18. Lisa Kemper says:

    This sounds great. Thanks for sharing!

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