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Keyword Research in 2024 – How to analyze the great keywords

After the post – Keyword Research in 2024 – How to find the best Keywords, you have a lot of keywords. Now you’ll have to select the right keyword that brings the most value to you. You don’t want to optimize thousands of keywords, right?

Keyword Analyzing ( Keyword Research in 2024)

There are 3 things you need to consider before choosing a keyword –

  • Popularity
  • Difficulty
  • Relevance

You can assume these 3 aspects are 3 legs of a tripod called it The tripod rule of Keyword Research in 2024.

Keyword Research in 2021 The tripod rule

Why tripod?

Because it stands fixed only if all three legs have a good base. This is the best technique of Keyword Research in 2024.

The same thing applies to any keyword:

  • If a keyword has a low difficulty and high search volume but that isn’t relevant to your content, Google won’t show that page for that keyword.
  • If a keyword has a low difficulty and keyword is relevant to your content but there is no search volume, You won’t get traffic.
  • If search volume and relevance are okay with that keyword but the difficulty is too high, It will be hard to outrank your competitor.

Well! we all know what will be happen if you remove one leg from a tripod. That will fall.

Let’s take a deep dive with these 3 legs of tripod:

Popularity of the Keyword

The popularity of the keyword mean the search volume of the keyword- How many people search the given keyword. It is generally calculated as a monthly average based on the last 12 months.

There are generally two source of search volume data used in keyword research tools:

  1. Google data – search volume data from the Google keyword planner database
  2. Clickstream data – search volume data based on the behavior of internet users (which are collected from browser extensions and plugins etc.)

Different keyword tools use different sources and different ways of data post-processing. So you can see different search volumes at different places because of that.

Both sources has their own pros and cons and none of them is hundred percent correct. This has been tested in Keyword Research in 2024.

Note: If you have written a quality content that will probably rank for many other keywords and the total search volume will be higher. So don’t become addict of search volume, take them just as a clue.

Search volume of best alarm clock

As in the screenshot, you can see the search volume of “best alarm clock” keyword. You can see how much traffic have them keyword and how much you can get from them.

You should always look at the popularity of the keywords from a longer perspective by checking a long-term interest trend of the keyword.

A good tool who can help you with this is Google trends. You simply enter a specific keyword and then Google trends will show you the interest overtime on a scale from 1 to 100.

Look in the picture below of four very different graphs representing various kind of interest over time.

Google trends interest example

For example, In the screenshot above, the keyword 3d television may have a solid monthly search volume (actually it is around 2,500 monthly searches per month globally). But if you look at the long-term trend. You’ll see that the people interest is dropping in the last couple of the years.

Google trends can also help you to spot the seasonality of the keywords. Season keywords are the keyword bound to a specific time of the year (like summer/winter, holidays, annual events etc.).

Look at the keyword garden pool in the picture above. There are natural spikes during the summer period and lower interest in the winter. You should consider this when you’re creating the content plan.

Christmas gift ideas

Last but not least, you should take into account the CTR (Click through rate).

The CTR depends widely on the position of your website. There are other things also that influence it, especially the rich snippet.

These other things are:

  • Google Ads
  • Featured Snippet
  • Answer Boxes
  • Map packs
  • Many other snippets

Here is the graph that showing the organic CTR in the result page with and without different rich snippets. As you can see in the screenshot below, if the rich snippet are present, the CTR of organic result is much lower.

CTR with rich snippet Google trends

There are tools that calculate the impact of rich snippet on a organic result. You can take into your consideration when estimating the visits you can get from the keyword.

rich snippet effect

Let’s see the second leg of tripod, Quite an important one.

Keyword Difficulty

Keyword Difficulty is a way that calculates how hard it is to rank for a certain keyword. The higher difficulty is a keyword difficulty, the harder it will to rank for the keyword with your website.

The difficulty matrices used keyword tools take into consideration the authority of the website ranking in the 1st position of SERP. If there are many low-authority websites in the first SERP, there is a high chance of ranking for the keyword.

You may be thinking, how is website authority calculated? In most cases, the calculation take into two things:

  • The number of backlinks – how many pages link to the given website
  • The quality of backlinks – depends on the authority of those websites who linking to your website

There are different well established authority matrices. The most popular are Domain Authority and Page Authority by Moz and Citation Flow and Trust Flow by Majestic.

These matrices tries to capture the authority of the page into one number to scale your website from 1 to 100. If you consider the authority of all the websites ranking for a keyword in 1st SERP, you can estimate how difficult it will be to rank for that keyword.

How is keyword difficulty calculated

To work with keyword difficulty matrices correctly, It is important to remember couple of things:

  • Don’t take the keyword difficulty as a the only clue. The metrices should serve only as a guideline, not an absolute value. If your content is better and more relevant, you can outrank website with higher authority.
  • Don’t compare the number of keyword difficulty of different tools. Each keyword research tool uses different data to calculate their keyword difficulty can be differ. Instead, compare the difficulty matrices between the keywords.
  • Don’t forget about subject factors. No matrices can tell you exactly how hard it will be for you to rank certain keyword. There are many subject factors you need to consider, namely:
    • your SEO skill
    • your website authority
    • the relevance of your content

Note: find the competitors with similar website authority as yours (you can compare the DA/PA or CF/TF for example). Then, look at the keywords they rank for and create better content to outrank them.

Alternative ways to estimate the Keyword Difficulty

Secrets of Domain Authority is now open in Keyword Research in 2024. Now you can find or decide it manually.

Although difficulty matrices is probably the most reliable way to estimate the competition, there are some other ways:

  • Domain Age – You can focus on the age of the domains to find SERPs with relatively young ranking websites. For example, a keyword with a 6-month-old website in the first SERP could be easy to rank for.
  • Keyword Golden Ratio – This method allow you to find long-tail keywords you should be able to rank for immediately.

Note: Sometimes, if there is not relevant content, Google simply displays semi-relevant websites with high authority. If you check the difficulty matrices, you would see the higher authority.

Remember: The difficulty is calculated based on authority of the website in the SERP.

It doesn’t mean that you can’t outrank them with highly focused, relevant content. You should always do the SERP analysis and not rely on the difficulty matrices only.

Content of relevance is The third leg of the Keyword Research Tripod:

Relevant Content (Search Intent)

SERP analysis could be an integral part of every keyword research in 2024.

Firstly, you can better evaluate the keyword difficulty by looking at the authority of the ranking websites.

Secondly, It help you to discover the search intent behind the keyword to see whether the keyword is relevant to your content.

There are four basic search intent categories:

  • Navigational – The people is searching for a specific website or brand.
  • Informational – The people is searching for some general information.
  • Transactional – The people wants to buy something online.
  • Commercial – The people wants to research before purchasing something.

Here is the some keywords and content types for each search intent:

Search Intent Types

The best method to find the intent behind the keyword is Google itself and look what ranks in the first SERP.

Sometimes, the keyword may be topically relevant to your content, but not relevant in the term of search intent.

Here is the example for that:

Let’s assume, you own an online aquarium supplies store and you want to find a focus keyword for the product page of a new advanced aquarium filter AquaClear.

You find the keyword “best aquarium filter”. It has a solid search volume and it seems quite easy to rank for.

AquaClear – the best aquarium filter for your fish tank! Quite a catchy title, right?

However, a quick look at SERP will show you that your chosen keyword is not suitable for your content.

Why?

The search engine intent doesn’t match to your content.

Commercial Search Intent

Google clearly understands “best aquarium filter” as a commercial keyword – all the results are reviews and buying guides.

You wouldn’t be able to rank with your product page, because it has a transactional character.

You have two ways now:

  1. Find a focus keyword with a suitable intent (e.g. aquarium filter buy, AquaClear filter price)
  2. Create a new piece of content to match the search intent (e.g. a comparison of the best aquarium filters with links to your online store)

The main goal here is to match the intent behind the query with your content type.

Note: Do not focus only on transaction and commercial keywords. Write informational contents and offer some value for free.

Note: Some of your visitors may not want to buy it immediately, but they will remember as an authority in the field when they are ready to buy in the future.

We have covered first two steps:

Now it’s time to move on the third step:

  • Using the Keywords

Comment down if you have any question about this post!

This was the way to analyze the keywords in Keyword Research in 2024.

Keyword Research in 2024 – How to analyze the great keywords

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