How to analyze the effectiveness of keywords in organic search
- query frequency;
- competition in your niche;
- trend keywords.
Keyword Quality in Google Ads
Clicks and impressions are also interesting, as it is important to understand which keywords are used for conversion. The keyword, which no one requests is useless, as it will not bring visitors to your website.
CTR in this context means the ratio between impressions and clicks, that is, the key clickability. There may be a situation where users are doing a search on a particular query, and they already see that the result doesn't suit them without going to the website, so they change the query.
There is also a situation when the user receives a response in the search and doesn't go to a website. Thus, the indicator is included in the analysis.
Cost and average PPC tell you about the level of competition in contextual advertising. If you see that the competition is large, it will be more efficient to choose a less competitive query that will easily hit the top and bring you the users.
The mid-frequency is a more specific query. For example: buy Samsung fridge. Low-frequency queries specify the desired product as precisely as possible. For example: buy Samsung fridge model XXX.
Mid- and low-frequency are efficient conversion queries. First of all, the competition is lower. Secondly, they respond more accurately to the user's request, which means that you will get a hot customer who has a fully formed understanding of the product he needs.
For example, a user who searches "buy a refrigerator" is just preparing to make a purchase. The user who searches for "buy a Samsung cooler RB29FSRNDSA/UA" has already assessed the offers on the market and is looking for a seller.
At the same time, the opposite situation can happen. It all depends on the purpose of attracting traffic. Thus, if to look at it from the point of view of an online store, it is possible that there are more mid-frequency and low-frequency conversions than high-frequency ones. But if you pay attention to the total conversion for each query, then the high-frequency may turn out to have more conversion.
Keyword Analysis in Google Trends
This is the principle of the keyword effectiveness analysis. The task is to remove non-conversion queries and highlight prioritized keywords for promotion.
Analysis of the keywords effectiveness in Serpstat
The competition level on the keyword will show the value, the maximum of which is 100%, according to the Serpstat database. The higher the score, the more attention must be paid to competition. To analyze competitors, go to SEO Research and select the Competitors section:
See for yourself by checking the indicators.
Very often you can immediately see which keywords are used by competitors. They italicize them, use them in the page titles and descriptions. The keywords of competitors are useful for your own promotion.
The Overview report also includes collected Trends, which you should analyze and predict the relevance of the query in the future. As in the previous examples, see if the demand trend is growing and when it reaches its peak of growth.
- frequency of demand, which can be set through Google Adwords;
- query competition to predict when a website will be ranking TOP;
- a trend that will show whether the demand for a keyword is growing and when it reaches its peak.
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