How to Do Keyword Research: Go Beyond Search Volume

TL;DR

Learn advanced keyword research beyond search volume with Ahrefs.

Transcript

Today, we're kicking off a brand new keyword research series. And BOOM! You’re invited. Stay tuned. What’s up guys it's Sam Oh here with Ahrefs, the SEO tool that helps you grow your search traffic, research your competitors and dominate your niche. And today, we're kicking off a brand new keyword research tutorial series using our Keywords Explor... Read More

Key Insights

• Keyword research should not rely solely on search volume; it can be manipulated and is not always reliable.
• Understanding search intent is crucial as not all searches lead to clicks, impacting the effectiveness of targeting certain keywords.
• Clicks metric indicates actual user engagement with search results, offering insights into keyword intent.
• Return Rate metric helps understand how often people repeat searches, providing context on user behavior.
• Commercial value of keywords can be assessed by analyzing the percentage of clicks going to paid versus organic results.
• Parent topic targeting can help reach a broader audience by ranking for more general topics related to specific keywords.
• Focusing on traffic potential rather than just search volume can lead to more effective keyword targeting.
• Using Ahrefs' Keywords Explorer tool, you can identify thousands of keyword ideas and assess their ranking potential.

Questions & Answers

Q: What is the main limitation of relying on search volume for keyword research?

The main limitation of relying on search volume is that it can be easily manipulated and does not necessarily reflect actual user engagement or intent. Search volume only indicates how often a keyword is searched, not how often users click on search results, making it an unreliable metric on its own.

Q: How does the 'Clicks' metric enhance keyword research?

The 'Clicks' metric provides insights into how many users actually click on search results after entering a query. This helps understand the searcher's intent and engagement level, revealing whether a keyword is likely to drive traffic to a website. It can guide marketers in selecting keywords that lead to higher user interaction.

Q: What is the significance of the Return Rate metric in keyword analysis?

The Return Rate metric indicates how frequently users perform the same search within a month. It helps understand user behavior and the recurring interest in a topic. A high return rate suggests that users repeatedly search for the same keyword, which can inform content strategy and keyword targeting.

Q: Why is it important to assess the commercial value of a keyword?

Assessing the commercial value of a keyword helps determine its potential profitability. By analyzing the percentage of clicks going to paid versus organic results and the cost per click, marketers can gauge how competitive and valuable a keyword is for advertising, influencing decisions on targeting and bidding strategies.

Q: How can targeting a parent topic benefit keyword strategy?

Targeting a parent topic allows for broader audience reach by ranking for more general topics related to specific keywords. This strategy leverages the traffic potential of related searches, increasing the chances of ranking for multiple queries and driving more organic traffic to the website.

Q: What is the advantage of focusing on traffic potential over search volume?

Focusing on traffic potential rather than search volume leads to more effective keyword targeting. Traffic potential considers the overall search interest and engagement across related queries, providing a more comprehensive view of a topic's ability to drive meaningful traffic and conversions.

Q: How does Ahrefs' Keywords Explorer tool aid in keyword research?

Ahrefs' Keywords Explorer tool aids in keyword research by providing detailed metrics on keyword difficulty, search volume, clicks, and more. It helps identify keyword ideas, assess ranking potential, and understand user behavior, enabling marketers to make informed decisions on which keywords to target for SEO success.

Q: What is the key takeaway from the video regarding keyword research focus?

The key takeaway from the video is to shift the focus from targeting individual keywords based solely on search volume to considering the traffic potential of broader topics. This approach, combined with understanding user intent and engagement metrics, can lead to more successful keyword strategies and improved SEO performance.

Summary & Key Takeaways

• This video by Ahrefs introduces advanced keyword research techniques, emphasizing the importance of looking beyond search volume. It highlights how search volume can be misleading and stresses the need to understand user intent and click behavior.

• Sam Oh from Ahrefs demonstrates the use of the Keywords Explorer tool to analyze keyword difficulty, search volume, and clicks. The tutorial explains how to assess the commercial value of keywords and the significance of targeting parent topics.

• The video encourages focusing on traffic potential rather than single keywords, providing insights into user behavior through metrics like return rate and click distribution. The tutorial sets the stage for further exploration of keyword research strategies in upcoming videos.