Keyword Metrics For SEO – Explanation of Keyword Keg metrics

By | August 30, 2019

Every SEO has a favorite metric for keyword research. Some look only at volume, while others look at keyword difficulty. It’s critical to know exactly what each
of these metrics mean to be able to prioritize which keywords you really should go after. This is often the critical difference between
a successful SEO campaign and a waste of your hard-earned money. In this video, we will be explaining in detail
what each of the keyword metrics really mean, and why it’s important to know the separate
On-Page & Off-Page keyword difficulty metrics to help you choose the right keywords to target
for your website. Wait till the end of the video to know about
CTR Scope, a metric that a lot of SEOs out there are not looking at but is becoming increasingly critical every single year. Let’s start with the most common metric
– Search Volume. This is the total number of times that the
keyword phrase has been searched on Google every single month, for the last 12 months. When we know how many searches a keyword phrase
has per month, we can gauge how much traffic that keyword can send to our website. Obviously, the higher the search volume the better, as long as You can rank at the top for the keyword. That’s where keyword difficulty comes in,
and we will get to that a little later. If you are an online business that serves
customers from anywhere in the world, then you want to look at the Global search volume. However, if your business only cares about
customers in a specific country – say the US, then you should be looking at only the
US search volume. Some keywords might be searched a lot outside
the US and almost none inside these would be disastrous keywords to target. Some keywords are seasonal, for e.g. people
search for Christmas gift ideas starting from the latter part of the year and the monthly
volume for this keyword increases till the end of the year and then drops drastically. In these cases, the Trend of search volume will show the seasonality and the search volume will show a much lower number than
the actual volume in the spiking months. At Keyword Keg, we get the search volume metrics
directly from Google Keyword Planner. We then refine these metrics using click stream
data. Let me explain what click stream data is and
why it’s so useful. Google groups close variant keywords and misspellings
together in the Google Keyword Planner. What this means is that if you search for
a keyword with a different spelling or a spelling mistake, you will see the same volumes for
the misspelt keyword. This can be disastrous for your business,
because you could end up optimizing your sites and campaigns for the wrong keyword. Another issue with Google Keyword Planner
is that since mid-2018, they stopped showing volume data for certain keywords that you
could not run any ads on through the Google Adwords program. These are keywords from the health, supplement
and financial services industries. If your business is in any industry where
you cannot run Google ads, then you will not be able to find any volume data for your keywords. This is exactly where click stream data comes
in to save the day. Click stream data is data collected by certain
free tools. For example, 230 million users around the
world use the Avast antivirus software. This software tracks their google searches
and clicks and provides anonymized data as clickstream data. Since this data is from a small sample size,
it’s not enough to gauge accurate search volumes for the tracked phrases, but it can
be used to ungroup the close variants and mis-spellings showing the same data in Google. It can also be used to estimate search volumes
for banned keywords. We therefore use Google’s Keyword planner
data to get the search volumes and then use clickstream data to update the volumes for
the close variant and misspelt keywords. This gives you the best of both the worlds. The next metric is from Google Keyword Planner
again, called CPC short form for “Cost Per Click” Some SEOs ignore this metric since it’s
applicable mainly to running PPC campaigns. However, CPC data tells you whether other
companies in your industry are running ads on the keyword phrases and are therefore presumably
profitable running those ads. Most keyword phrases with buyer intent have
large CPCs since they target customers at the bottom of the funnel and are more profitable
for companies than the keywords. You should know the CPCs of all the main keywords
in your industry. If you find a keyword with a low CPC value,
you might want to research more into that keyword to find out why no one is advertising
on it. Maybe something is wrong with that keyword,
or maybe it’s a golden opportunity waiting to be found The next metric is the On-Page Difficulty
score. This number tells you how optimized the top
10 results are for the specific keyword. Here is how this is calculated. We scrape Google for the keyword and get the
top 10 results shown. We then scrape each of these sites, and figure
out whether the site has the keyword in it’s title, description, heading tags and in the
html content. Based on this we give each site a score. We total up the score for all the 10 results
and then normalize it to a number between 0 & 100 Using this number, you can figure out whether
you can rank for this keyword by merely optimizing your content for the search engines. If the number is low, you might be able to
rank simply by putting the keyword in important places like your title, description, heading
tags and in the content. I’ll come back to what scores I like to
see, but before that I need to explain the counterpart to the On-Page Difficulty score
– i.e. the Off-Page Difficulty score. The Off-Page Difficulty score tells you how
good the backlinks are for the top 10 results in the Google search results for this keyword. Currently we use a combination of different
Moz metrics to gauge how good the links are, but in the future we will be using the Majestic
and Ahrefs metrics as well. Using multiple Moz metrics like Domain Authority,
Page Authority and Referring Domains, we come up with a score for each of the top 10 results. We then total up these scores and normalize
it to a number between 0 and 100. This is the Off-Page Difficulty score and
tells you how many quality links you will need to be able to rank on the first page. Finally, we combine the On-Page and the Off-Page
Difficulty scores to bring to you the SEO Difficulty score. This is what will tell you how easy or tough
it is to rank for a specific keyword. A score above 70 is quite difficult to rank
for while a score below 50 should be easy. Most keyword tools only use the Off-Page metrics
to calculate their Keyword Difficulty metrics. This leads to poor results because backlinks
are not the only ranking factor that Google cares about, even if it is the top one. An ideal Keyword Difficulty metric will try
and use both On-Page and Off-Page ranking factors to calculate this, and that’s why
our SEO Difficulty score works so very well. Now it’s time for me to tell you about the
one new metric that is becoming increasingly important over time. Apart from showing organic search results,
a Google query often results in other entities, like the Google ads shown at the top, Image
results, YouTube videos or local map search results In the last few years, Google has added snippets
and knowledge graphs to this list of entities. Each of these entities compete with the organic
results for the user’s click. This tends to affect the rate at which users
click through to the organic results. If a search result page has any of these extra
entities, then the amount of traffic the organic results get decreases quite significantly. This is what we estimate with our metric called
“CTR Scope” or “Click Through Rate Scope”. The metric goes from 0 to 100, and gauges
how much of the search traffic the organic results actually get. If there are no other entities competing with
the organic results, then this number is 100. For every additional entity shown, the number
decreases a bit. A keyword with higher volume and lower CTR
scope metric, may actually send you much less traffic than another keyword with lower volume
but a higher CTR scope metric. This is why CTR scope is such an important
metric. That concludes the set of metrics you need
to care about. Keyword research in 2019 is a lot more complicated
than it was a few years back. You need to look at the volume, the On-Page
and Off-Page SEO Difficulties and the CTR scope to figure out which keywords to target. Now it’s over to you. If you had to choose one main metric, which
one would it be? Let me know by leaving a comment below. Also remember to click the Subscribe button
at the bottom if you want to see more videos on how top SEO Agencies and Consultants boost
their search engine rankings. Thanks for watching guys. See you later.

19 thoughts on “Keyword Metrics For SEO – Explanation of Keyword Keg metrics

  1. Raj Bista Post author

    Thanks keg. I have been using your tools for quite sometime and been very content with it. Thank you very much.

  2. Raj Bista Post author

    I'll go with searcher intent and role of AI in defining and understanding it.

  3. Keywords Everywhere Post author

    What metrics do you guys use for keyword research? Reply below and let me know.
    Mine are
    √ Monthly search volume
    √ On-Page SEO Difficulty
    √ Off-Page SEO Difficulty
    √ CTR Scope

  4. Sweet Sour Travel Post author

    Until now only volume, but I’ll start to pay attention to seo difficulties issues

  5. J YH Post author

    Kudos to you guys! In fact, I have always avoided use of so-called 'keyword difficulty' scores. My routine is to just use volume and 'supply' (results) measures, and then assess the strength of the top 10, including on-page. And it always bugged me that the other tools only use off-page/links to measure… Then here you come rockin a composite score that, no doubt, will deliver much more accurate estimates. Nice.

    And HUGE props to the KK team because NONE of your competitors reveal their metrics recipes. Claiming it is "proprietary" is a poor excuse; the likely truth is that their methods are simplistic, and revealing their 'formula' would only open up questions about source data quality, etc. But you guys both share how you calculate and where/how you source your data.

    If a doctor prescribed medicine, we would want to know what it is. If an analyst suggested we invest in a stock, we would want to know the reason. So WHY do people risk the health of their site, and their time and money on these 'mystery metrics' without knowing anything about how they are calculated? Thank you, Kegsters, for leading the way.

  6. Allyson Crowley Post author

    Where do I find the SEO difficulty score when I google a keyword that I need to research?

  7. Ntathu Allen Post author

    Thank you. I found your presentation and explanation of keywords useful and easy to understand. Based on my new understanding, am definitely going to focus more on looking at the CTR Scope

  8. Yellowknight888 Post author

    I am having some difficulty in understanding the metrics, for example with "dog food which is best", the Comp(World) is 1 but SEO difficulty is 39. How can a phrase be easy to rank with SEO but has extremely high competition across the world?

  9. Jeffrey Brown Post author

    Thank You for sharing ………………………I just started using Keyword Everywhere Keyword Tool and this video opens my eyes I need to consider much more than just volume and competition.


  10. Jon Vongoh Post author

    Great tool and tutorial. On a totally unrelated note, this guy has a serious 80's vibe. If I saw him in a John Hughes movie with young Robert Downey and Molly Ringwald
    I wouldn't even blink.

  11. Sunshine is Free Post author

    CTR metric is the ideal to measure since it captures many facets (snippets) of where content is being displayed online.

    Thank you for the great tutorial. It is deep and important!

  12. Brenda K Post author

    hmmm…even tho I dont understand a word of this I understand I need to educate myself about it. I am only familiar with the abbreviated term SEO all the other abbreviations are a foreign language for me. Thank you for your information.


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