how to do keyword research go beyond search volume with timestamps YoutubeScribe.com

[0:00] Today, we're kicking off a brand
new keyword research series.
[0:03] And BOOM!
[0:04] You’re invited.
[0:05] Stay tuned.
[0:06] [Music]
[0:10] What’s up guys it's Sam Oh here with Ahrefs,
the SEO tool that helps you grow your search
[0:14] traffic, research your competitors
and dominate your niche.
[0:17] And today, we're kicking off a brand new 
keyword research tutorial series using our
[0:22] Keywords Explorer tool.
[0:23] And I'm super excited for this tutorial.
[0:26] Now in this video, we’re going to cover
quite a few things a lot of people don’t
[0:29] know, they don't think of, or they don't fully
understand when it comes to keyword research.
[0:33] So, let’s dive right in.
[0:35] So I’m inside Ahrefs’ Keywords Explorer
tool and I’m going to search for the keyword
[0:39] phrase, “how to grill steak.”
[0:41] And here, you can change the country, but
I’ll leave it to find data from US searches.
[0:46] And right away, you’ll see some deep metrics
on this search query.
[0:51] The first part that stands out is the keyword
difficulty metric.
[0:54] Now, this score gives you an estimate of how
competitive the top 10 results in Google are
[0:59] for a given keyword based on the average number
of referring domains they have.
[1:04] Now, this is the only metric we use for keyword
difficulty so you shouldn’t treat this number
[1:08] as the answer to know which keywords to target.
[1:11] It’s just a proxy to link popularity of
the search results.
[1:15] There are a lot of variables to gauging keyword
difficulty, so I’ll be doing a full tutorial
[1:20] on how to analyze whether you can actually
rank for a keyword in the third video in this series.
[1:25] Next, you can see that this phrase averages
eleven thousand monthly searches.
[1:30] And this big number here is based on the country
that you selected in the last step.
[1:34] Now, over here, you can see the global search
volumes as well as the breakdown of searches
[1:38] by country which is ordered from the most
to least monthly searches.
[1:43] So for this particular query, about 90% of
searches come from the US.
[1:48] But before we continue, what the
heck is search volume anyway?
[1:52] So, in short, search volume represents the
average number of monthly searches on Google
[1:56] for a given query.
[1:58] So technically, if the same person searched
for the same keyword a million times, then
[2:02] the keyword volume would go up too.
[2:04] So you can see how this metric can be easily
manipulated and isn’t exactly the most reliable one.
[2:10] So, the only source for Google search volumes
has and likely always will be from Google
[2:14] themselves.
[2:15] But there’s also an additional
source called clickstream data.
[2:19] So here at Ahrefs, we use both of these sources
to make sure search volume estimates are accurate
[2:24] and most importantly, updated with
fresh data, every single month.
[2:28] And this is the exact reason why we add the
extra source of data to our search metrics.
[2:33] Now, if we jump back to the global search
volumes, it’s pretty clear that this query
[2:37] is way more popular in the US and then there’s
a tiny bit of traffic everywhere else.
[2:43] But other times, you’ll see the opposite
effect where a keyword is significantly more
[2:47] popular in other countries.
[2:49] So for example, if I type in “rugby” you’ll
see that this query is the most popular in
[2:53] France, the UK, and then the US.
[2:57] So this is a good way to decipher whether
or not your keyword is worth targeting for
[3:01] your business.
[3:02] So, if you find that search volumes are low
where your target audience is, then it may
[3:06] not be the best keyword to target.
[3:08] Alright, back to grilling steak.
[3:10] If we look at the search volume for the original
country we selected, then you’ll see this
[3:13] cool graph where you can see
different search volumes by month.
[3:17] So you’ll see that people are grilling less
in the winter months and more in the summer,
[3:22] which tells us a little bit about keyword intent.
[3:24] Now, I know it seems like common sense, but
things like this, they often get overlooked
[3:29] during people’s keyword selection process.
[3:32] So, this graph is really helpful and often
the first place where my eyes gravitate when
[3:37] I’m doing my keyword research.
[3:38] Here’s why:
[3:39] If we look up the word “Christmas” and
look at the search volume, you’ll see that
[3:43] there are over 800,000 monthly searches.
[3:46] Well...not really.
[3:48] Search volumes are rounded averages.
[3:50] So if you look at this graph here, you’ll
see a trend where people start searching for
[3:54] this keyword in November and December.
[3:57] But the rest of the year?
[3:59] Pretty much crickets.
[4:00] Now, look at the results for the
search query “presidential election.”
[4:04] There’s a huge spike during the time the
event was happening.
[4:08] And then...crickets.
[4:10] The number promises you 615,000 monthly searches
next month, but the trend shows that you’ll
[4:16] get a few million visitors only during the 
time of the election, which happens
[4:21] every four years.
[4:22] We have a great post on the Ahrefs blog on
this topic, which I’ll leave a link to in
[4:27] the description.
[4:28] Alright, so next, we have this very important
section, which is called “clicks”.
[4:32] And this number reflects the total number
of clicks that actually happen on the search
[4:37] results page.
[4:38] And this often tells us whether a searcher clicks
on multiple results or maybe none at all.
[4:43] And again, this tells us a lot about keyword
intent, which just, it can’t be ignored.
[4:49] Now, with this example, and actually most
“how to” search queries, the clicks are
[4:53] normally close to the actual search volume.
[4:56] And I’m going to show you two drastically
different search queries to better illustrate
[5:00] my point.
[5:01] So, I’ll open up a new instance of Keywords
Explorer and for the first search query, I’ll
[5:05] type in “time in new york” and for the
second, I’ll type in “chicken soup recipes.”
[5:11] Next, I’ll click on the metrics tab.
[5:13] Now take a look at these results.
[5:15] Even though the query, “time in New York”
has 100,000 more monthly searches, than “chicken
[5:20] soup recipes,” the latter gets more clicks.
[5:23] Now, how is that even possible?
[5:25] The best way to illustrate this is to put
yourself in the driver’s seat.
[5:29] If we Google “time in New York” and you
see this result, has the reason for your search
[5:33] query been solved?
[5:35] Yeah it obviously has.
[5:37] This is a fact based query and you don’t
need more answers than what Google already
[5:41] gives you.
[5:43] Now let’s pretend that you want to make chicken soup.
[5:45] So you type in “chicken soup recipes” in Google.
[5:48] Now there’s a featured snippet here from
Google, but can you tell me if the reason
[5:52] for your search query has been solved?
[5:55] No way!
[5:57] Even if all of the directions were here, you’d
probably want to compare other recipes.
[6:02] Maybe you’ll click on one of these results
and be like, "darn, I don’t have celery."
[6:06] So you’ll look for other recipes.
[6:07] Or maybe you’re some chicken soup connoisseur
and you only eat 5 star broth.
[6:13] So you’ll look at reviews.
[6:14] Now, if we look at this comparison again,
you’ll also notice this metric here, called
[6:18] “RR,” which stands for “return rate.”
[6:21] Now, return rate is a relative number that
gives you an idea of how often people perform
[6:26] the same search over the course of a month.
[6:28] Now, this doesn’t mean that people search
for "time in new york" X% or X times more
[6:33] than chicken soup recipes.
[6:34] I know it sounds confusing, but what you can
take away from this is that people search
[6:38] for time in new york more often.
[6:40] Another example of a query that people search for in Google again and again and again, is “Facebook”,
[6:46] which has the highest return rate.
[6:47] So, you’ll see that it has a return rate
of 3.7 in the United States and obviously
[6:53] this doesn’t mean that people only search
for this term 3 or 4 times in Google.
[6:57] But it helps you understand how other 
searches compare to this “baseline.”
[7:01] Also in the clicks section, you can judge
the commercial value of the keyword phrase.
[7:06] So here you can see that it has a cost per
click of $1.20, but what’s more interesting
[7:11] is the percentage of clicks that go to paid vs. organic.
[7:15] And you can see that paid search only gets
about 2% of the clicks, while organic takes
[7:20] the rest.
[7:21] And if you compare this with the keyword "car
insurance", you’ll see something completely
[7:25] different.
[7:26] The CPC is $40 per click and 38%
of the clicks go to advertisers.
[7:32] And it makes sense.
[7:33] If we Google the search query, then you’ll
see that the entire fold of the Google search
[7:37] results are plastered with ads.
[7:40] One last example I want to show you is something
like the keyword phrase “medical school.”
[7:45] You can see that the entire fold is plastered
with ads, but check out the data in Ahrefs.
[7:50] Only 2% of clicks go to paid ads!
[7:53] Now, the thing that this boils
down to again, is keyword intent.
[7:58] If you’re looking into medical schools,
you might be looking for a list of schools,
[8:02] school ratings, or you might want to know
more information like how many years is medical
[8:06] school.
[8:07] Now, there is so many possibilities with a
query like this that it shows that paying
[8:11] for this keyword term, it might not produce
the results you’d expect.
[8:15] Here you can find the same cool graphs that
will show you the separation between paid
[8:19] and organic clicks.
[8:21] So for certain queries, you might find that
advertisers are more active during seasonal
[8:25] months, like in the steak example.
[8:27] Now, with the Adwords CPC figures, it’s
worth mentioning that we don’t update it
[8:32] that frequently.
[8:33] So treat these as approximate values and if
you need the freshest data, then go to the
[8:38] source: Adwords.
[8:39] Now, as far as I know, CPC can change pretty
much every hour and they’ll still be estimations
[8:44] since Adwords runs as an auction.
[8:47] But the main takeaway from all of these examples
is to focus on search queries that will generate
[8:52] clicks for you.
[8:54] Because even if there is a high search volume,
but no one ever clicks it, then what's the
[8:58] point of targeting that keyword, right?
[9:00] Alright, this next part here is super cool.
[9:03] So originally, when I was doing my research
for this video, the keyword phrase that I
[9:07] entered naturally was “how to bbq steak.”
[9:10] And if you look at the search volume, it only
has 350 searches per month in the United States,
[9:16] which doesn't even compare to the
11,000 searches for "how to grill steak."
[9:21] Looking at the global volume, you can see
that the country with the most searches is
[9:25] Canada!
[9:26] So I guess barbecuing is a Canadian thing
which I would have never known.
[9:30] So if you look down here, you’ll see that
the parent topic is different.
[9:34] It’s actually the one that I’ve been showing
you this whole time, “how to grill steak.”
[9:38] And the parent topic, it tries to determine
if you can rank for your target keyword while
[9:43] targeting a more general topic on your page
instead.
[9:46] So the way we do this is by looking at the
number one ranking page for your keyword and
[9:51] then look for the most popular keyword that
brings that page the most clicks.
[9:55] So if I had a site on barbecuing, then I would
know that I can target the phrase “how to
[10:00] grill steak” to reach a much larger global
audience.
[10:04] Now I want you to pay close attention here.
[10:06] You can see that this parent topic has 11,000
monthly searches, but the traffic potential
[10:12] is 77,000?
[10:14] Now, how is that even possible?
[10:16] Let’s go back to the original keywords explorer
results and we’re going to quickly look
[10:19] at metrics on the top 10 Google
rankings for this keyword phrase.
[10:23] But first, I’m going to click the “update”
button here to get some fresh search results
[10:28] because the ones you’ll see by default are
cached from this date that’s displayed next
[10:32] to the update button.
[10:33] Now, if I scroll down to the bottom of the
page you’ll see the top 10 SERPs and a bunch
[10:38] of cool metrics which we’ll
go deep into in another video.
[10:41] Now, the first two results are from a featured
snippet and some related questions.
[10:45] But look at this one here from foodnetwork.com.
[10:49] This one page is generating over 76,000 monthly
search visitors from all of the search queries
[10:55] that it ranks for!
[10:57] And if you look to the column next to it,
you’ll see that it’s because they rank
[11:01] for over 4,000 search queries.
[11:03] This tells us that the topic has a lot of
similar long tail queries for which Google
[11:08] is showing this search result.
[11:10] So if you wanted to get similar results, you
could create a comprehensive resource, get
[11:15] some quality backlinks and rank
for all sorts of relevant queries.
[11:19] Isn’t that awesome?
[11:20] You can see the total search traffic of all
of the top ranking pages so you can start
[11:25] targeting topics and not just single keywords.
[11:28] There’s also something crazy you can do
with the top 10 SERP results feature.
[11:33] So I’m going to open up another tab with
Keywords Explorer and I'm going to type in
[11:36] something absolutely ridiculous.
[11:38] I’ll type in: “what is spiderman’s web thingy.”
[11:41] Then I’ll run the search.
[11:43] And as expected, the search volume is not
available since it’s not exactly a natural
[11:48] query that many people would search for.
[11:51] But if we scroll down to the top 10 SERPs,
you can see that there are a bunch of different
[11:55] top keywords we can target and potentially
rank for the target query, “what is spiderman’s
[12:00] web thingy.”
[12:01] Now, this one here, “spiderman's web” has
4,400 monthly searches with traffic potential
[12:06] of 802.
[12:08] And this one here from Wikipedia
has potential of around 3,200.
[12:12] Then there’s “spiderman's web shooter”
which has a search volume of 5,200 with traffic
[12:17] potential of around 1,000.
[12:19] So in this case, I’d probably choose “spiderman's web.”
[12:22] But since search volumes are a bit arbitrary,
I’d have to do more research before settling
[12:27] on this topic.
[12:28] Now, the key takeaway here is to focus on
traffic potential of a topic rather than targeting
[12:33] a single keyword based on search volume alone,
which I feel like I’ve really drilled down on here.
[12:38] And as you and I, we continue to go through
this series, you’re going to find that shifting
[12:42] your focus to this traffic centered keyword
research process, paired with some crafty
[12:47] tactics, will pay dividends.
[12:49] And in the next video in this series, I’m
going to show you how to find thousands of
[12:52] keywords with a bunch of cool hacks that will
build onto everything that you just learned.
[12:58] Make sure to subscribe and let me know in
the comments what you think of this traffic
[13:01] centered approach to keyword research.
[13:04] So, I’ll see you in part 2.

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