complete keyword research tutorial using ahrefs ke with timestamps YoutubeScribe.com

[0:01] Hi, there. It's Tim, head of marketing at Ahrefs.
[0:03] Give me just 10 minutes, and I will show you a ton of awesome things
[0:07] that you can do with Keywords Explorer tool
[0:09] So let's go
[0:11] There are three scenarios of how you might use Keywords Explorer in your keyword research:
[0:15] 1. Generate thousands of keyword ideas.
[0:18] 2. Do an in-depth analysis of a specific keyword.
[0:21] 3. Pull metrics for your custom list of keywords.
[0:25] Let me cover all of them real quick.
[0:27] Number one: generating keyword ideas.
[0:29] Let's use the Keyword "content marketing strategy" as an example. Once I put it into Keywords Explorer,
[0:34] I see a section called “Keyword Ideas”, both on the Overview page and in the left menu.
[0:39] The names of these reports are pretty self-explanatory.
[0:42] Phrase match - shows all keywords that have your exact match seed keyword as part of them.
[0:46] Having same terms - shows all keywords that contain the words of your seed keyword in any order.
[0:52] Also rank for - to generate this report, we take the top 10 ranking pages for your seed keyword and
[0:57] pull all other keywords that these pages also rank for; hence the name.
[1:02] This is one of my favorite reports, actually.
[1:04] Search suggestions - this last report basically contains the suggested keywords that appear
[1:09] as you enter your seed keyword into Google.
[1:12] And finally, the report with the name “All”, shows keywords from all of these reports.
[1:17] These are the reports that we have at this very moment,
[1:19] but will soon add more.
[1:21] And here's the best part. You can use up to 10 seed keywords to
[1:25] generate these lists of keyword ideas.
[1:26] So as you can see, I have well over 100 phrase match keyword ideas
[1:29] for my single seed keyword, “content marketing strategy”.
[1:33] Let's also add "blogging strategy" and "SEO strategy" to my seed keywords.
[1:37] And bam! Now I have almost 400 keyword ideas
[1:40] based on the 3 seed keywords that I’ve entered. And I can add up to 10 of them.
[1:46] But even that isn't the best part.
[1:48] Let me try a very broad seed Keyword and see how many keyword ideas I will get for it.
[1:52] So my seed keyword is, "content", and I get over
[1:56] 400,000 Keyword ideas! I am well familiar with the landscape of keyword research tools.
[2:02] and I've never seen a tool that will give you a similar amount of keyword ideas.
[2:06] That's because Keywords Explorer runs on a monstrous database
[2:09] of over four billion keywords, which is updated with new data every month.
[2:15] And you instantly get two metrics for each keyword:
[2:17] search volume, that shows how many times people search for this keyword per month
[2:21] in the country that you have selected.
[2:23] Keyword difficulty, which indicates how hard it would be to rank in the top 10 search results for this keyword.
[2:29] Just with these two metrics alone,
[2:30] you can drill down your huge list of keyword ideas to just a few of the best ones.
[2:35] So if I filter by keyword difficulty from one to five and then by search volume from
[2:40] 500 to a thousand, I immediately see a pretty cool keyword to rank for:
[2:44] "content writing jobs".
[2:46] It has a decent search volume of a thousand searches per month, and
[2:49] KD is only three. So it should be super easy to rank for.
[2:52] But you're probably wondering, what does the "get metrics" button do?
[2:56] This brings us to the second use case of Keywords Explorer.
[2:59] Number two:
[3:00] In-depth analysis of a keyword.
[3:02] Once I click the "get metrics" button, the tool will calculate a bunch of advanced metrics for that keyword.
[3:06] So let me explain what each of these metrics mean, and how it helps you make better marketing decisions.
[3:11] Let's take the keyword, "wireless earphones" for an in-depth analysis.
[3:15] The first metric that you see on the overview page is keyword difficulty.
[3:18] It shows how hard it would be to rank in the top 10 search results for this keyword.
[3:22] And there's also a little hint that says that I will need backlinks from
[3:25] approximately 6 to 8 websites, in order to rank in the top 10 for this keyword.
[3:29] Notice how it says, "to rank in the top 10", and not rank number one for this keyword?
[3:34] The number one spot in Google is super hard to achieve
[3:36] and there are a lot of different factors in place other than just backlinks.
[3:40] Google has a very sophisticated ranking algorithm
[3:42] and no tool in the world can accurately predict your chances of ranking number one for a certain keyword.
[3:47] That is why Ahrefs keyword difficulty estimates your chances of ranking in the top 10.
[3:52] Actually, there’s a lot more to say about
[3:54] Ahrefs’ Keyword difficulty score as well as the concept of Keyword difficulty in general.
[3:57] And we have an awesome post about it on the Ahrefs blog, which I advise you to read.
[4:01] Just click the link that you see on your screen, and it will take you there
[4:05] The next metric is search volume.
[4:07] This number shows how many times people search for your keyword per month.
[4:10] And we give you the annual average.
[4:13] I'm sure you've heard already, that search volumes from Google Keyword Planner
[4:16] can't really be trusted. Well, pairing it with Clickstream data
[4:19] allows us to give you much more accurate search volume numbers.
[4:23] If you want to learn more about our search volume metric and why
[4:26] it is more reliable than what Google shows, check out my article about Keywords Explorer
[4:30] at the Ahrefs blog. The link is on your screen.
[4:32] In that article, I explain all of our keyword metrics in detail and show some great examples and use cases.
[4:37] I highly recommend you check it out. And now, let's move on to the next metric.
[4:42] The fact that people search for some keywords, doesn't mean that they click on any of the search results.
[4:47] A good example is the Keyword, "Donald Trump age",
[4:49] that has a huge search volume with only about 14% of clicks.
[4:53] That is because Google gives you an instant answer to this question.
[4:56] So it doesn't really make sense to click anything.
[4:59] In Keywords Explorer, you can see both total search volume and percentage of clicks plotted
[5:03] on a nice annual graph.
[5:05] And it seems that the search volume of this keyword has reached its peak in November,
[5:09] right before the US elections, which is of course expected.
[5:12] Next metric. The next metric is called "return rate".
[5:15] It shows you how often people search for that keyword again.
[5:18] For “Donald Trump age”, the return rate is 1.1.
[5:21] So people almost never search for it again, probably because his age is easy to memorize.
[5:27] But if we check the return rate for the Keyword "Donald Trump", it is 1.83.
[5:32] The reason for this high return rate is probably the news block at the top of the search results.
[5:37] It always has something fresh, so it makes sense to search for this keyword again and again.
[5:42] But please note that return rate is a relative metric.
[5:45] So this number doesn't mean that people search for Donald Trump about two times a month on average.
[5:51] It just means that they search again for "Donald Trump" way more often than for "Donald Trump age".
[5:56] This is very useful when comparing keywords with each other and figuring out what people seem to be
[6:02] continuously interested in. For example, the keyword "Facebook" has one of the highest return rates (3.63).
[6:08] But let's move on. Clicks.
[6:10] To present you this metric in all its glory, I will use the keyword "best backpack".
[6:15] Something clearly counterintuitive happens here, right?
[6:18] Search volume is 5,600, but there are 6,900 clicks on the search results.
[6:24] How come there are more clicks than searches? The answer is this cool,
[6:29] "clicks per search" metric, which shows that on average, people click on more than one search result.
[6:34] It looks like when they search for "best backpack", there is no clear winner
[6:38] among the search results that they would click and settle.
[6:41] And so they click a few of them. This is an amazing metric!
[6:44] It gives you absolutely unique insight into how your target audience behaves on Google.
[6:49] If you see that people tend to click on more than a single search result,
[6:52] this is a clear indication that you can get some nice traffic
[6:55] even if you rank number three or number four or below.
[6:58] Just make an eye-catchy search snippet that would attract these clicks.
[7:01] And we have the last metric to discuss. Parent topic.
[7:05] Let me try a keyword, "wireless headphones for workout."
[7:08] this is clearly a longtail keyword because it has a low search volume.
[7:12] And what Keywords Explorer shows is that this keyword is actually a part of a bigger topic:
[7:17] "Best workout headphones", which has 7,000 search per month.
[7:21] What does this mean?
[7:22] Scroll down to the serp of review report.
[7:24] We have identified that the top ranking page for the keyword "wireless headphones for workout",
[7:30] also ranks for a much more popular keyword, "best workout headphones."
[7:34] So we assume that "best workout headphones" is kind of a parent topic,
[7:38] which contains a lot of longer tail keywords in it.
[7:42] And if you rank for "best workout headphones", you will automatically rank for "wireless headphones
[7:48] for workout", along with many, many more similar Keywords.
[7:52] I can actually click on this number of over
[7:55] 700 Keywords that this number one page rank for and see all of them.
[7:59] And by looking at the total search traffic of the number one ranking page,
[8:02] I can see the total traffic potential of this topic,
[8:05] which we also show here in the top.
[8:07] Pretty cool, right?
[8:08] This wraps up the list of keyword metrics that we have in Keywords Explorer, but let me also show you a few
[8:13] great reports that will give you some additional insights about your Target Keyword.
[8:17] SERP position history:
[8:18] This report shows you how the pages that currently rank in the top 5 got there.
[8:22] Here's the position history for the keyword, "Walt Disney."
[8:25] The same 5 pages are ranking at the top for quite a while, only interchanging positions between each other.
[8:30] This kind of SERP would be really hard to penetrate.
[8:33] And here's the ranking history for the keyword, "Twitter marketing."
[8:36] The pages were jumping on and off the top 5 for almost a year.
[8:39] And only one of these five pages stayed at the top consistently.
[8:42] In other words, SERP position history can be somewhat indicative of Google's own level of satisfaction
[8:48] with their search results and does reflect your chances of squeezing your own page there.
[8:53] And the second report that I wanted to show you is:
[8:55] SERP overview.
[8:57] This report shows you the pages that rank on the front page of Google
[9:00] for your target keyword and their SEO metrics.
[9:03] So by looking at the SERP overview for the Keyword, "Twitter marketing",
[9:06] I can see the following things:
[9:08] How many backlinks are pointing to each ranking page?
[9:11] What is the domain rating of the parent website?
[9:14] How much traffic is coming to each page?
[9:15] And how many other keywords does that page rank for?
[9:18] this gives me a lot of information to decide,
[9:21] what it would take to rank for this keyword and if the resulting traffic is even worth it.
[9:25] And that wraps up our detailed analysis of a single keyword.
[9:28] So let's move to the third and last use case of Keywords Explorer tool.
[9:32] #3. Get metrics for your list of keywords.
[9:35] So let's say you have a custom list of keywords
[9:37] and you want to pull all this awesome metrics that I just showed you. No problem!
[9:41] You can copy/paste your list or upload it as a file in txt or CSV format.
[9:45] The limit of keywords that you can upload in one go,
[9:48] depends on your account and is shown right next to the upload button.
[9:51] Here, I have a list of 53 keywords related to our industry, so let's bulk analyze them.
[9:57] Immediately, I'll end on the overview page with some cool aggregated statistics
[10:01] for my list of keywords.
[10:03] It may take a bit of time to process all metrics if your list is very large.
[10:07] Here on the overview page,
[10:09] I see the total search volume and the total amount of clicks for my list of keywords.
[10:13] I see that there are almost no paid ads in the search results for these keywords.
[10:17] I see the distribution of my keywords by search volume and keyword difficulty.
[10:21] I see how many SERP features are present in the search results for my list of keywords.
[10:25] And finally, I see which countries searched for these keywords the most
[10:29] and which websites get the majority of search traffic.
[10:31] That is how an overview report from a list of keywords looks like.
[10:35] I can now switch to the 'metrics' tab and see all my keywords along with their advanced metrics.
[10:39] For some of these metrics, I have to hover our mouse cursor to see the details.
[10:43] Like if I want to see SERP features for a specific keyword or the proportion of search volume to clicks.
[10:48] From here I can play with the filters and cherry-pick the best keyword ideas in my list.
[10:53] One last feature that deserves a mention is that you can select the keywords that seem promising
[10:58] add them to a list within Keywords Explorer, which means you no longer need to store your keywords
[11:03] in Excel or Google Sheets.
[11:05] And that was a quick tour around Keywords Explorer.
[11:08] If you still have any questions about this tool feel, free to tweet me @timsoulo,
[11:12] Or email me at Tim Soulo at Ahrefs dot com.
[11:16] See ya!

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