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Step 3.11: Analysing Keyword Data

Step 3.11: Analysing Keyword Data

Intermediate SEO Concepts | Analysing SEO Data


Keyword data comes from tools like Google’s Keyword Planner and a lot of other SEO Tools (like Raptor!).

In this step we introduce some concepts surrounding the analysis of the keyword data we introduced previously.

Keyword Rankings

This is, by far, the most common piece of data tracked by SEO’s for keywords. On average, keyword rankings are checked at least weekly for most sites and are a major indicator of SEO performance.

Keyword rankings only do one of three things:

  • Improve
  • Stay the same
  • Worsen

This makes analysing them simple to a point, no matter what they are doing you need to understand why they are doing it. As mentioned in the previous page, you will need to correlate this data with other data to tell this story.

Keyword Research

This is, by far, the most common process that uses keyword data. We use this process to find new keywords to target or ensure that our current target keyword set is still good.

This type of data can also reveal a story or narrative, for example; we can show metrics like how much of the search volume exists within the top 10 keywords. This can indicate ‘the spread’, markets with highly concentrated search volume in a few keywords are harder to enter.

Segmenting Keywords

In SEO we love of label things! Literally we mean we label keywords, a keyword could have multiple categories of label ideally within a logical structure. This enables us to segment that data into smaller categories and then compare those categories. A good example of this would be labelling keywords based on how valuable they are:

  • Head terms
  • Medium value
  • Low value

Looking at the rankings for these categories can provide a much better level of granularity and insight into how well you are really performing.


< Previous Step 3.10: Analysing Traffic Data

Next Step 3.12: Analysing Backlink Data >



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