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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 o here withheld the SEO tool that , helps you grow your search traffic , research your competitor sand dominate , your niche and today we're kicking off a , brand new keyword research tutorial , series using our keywords Explorer tool , and I'm super excited for this tutorial , now in this video we're gonna cover , quite a few things a lot of people don't , know they don'think of or they don't , fully understand when it comes to , keyword research so let's dive right in , so I'm ins idea chest keywords Explorer , tool and I'm gonna search for the , keyword phrase how to grill steak and , here you can change the country but I'll , leave it to find data from US searches , and right away you'll see some deep , metrics on this search court the first , part that stands out is the keyword , difficulty metric now this score gives , you an estimate of how competitive the , top ten result sin Google are for a , given keyword based on the average , number of referring domains they have , now this is the only metric we use for , keyword difficulty so you should't , treat this number as the answer to know , which keywords to target it's just a , proxy to link popularity of the search , results there are a lot of variables to , gauging keyword difficulty so I'll be , doing a full tutorial on how to analyze , whether you can actually rank for a , keyword in the third video in this , series next you can see that this phrase , averages W,W monthly searches and , this big number here is based on the , country that you selected in the last , step now over here you can see the , global search volumes as well as the , breakdown of searches by country which , is ordered from the most to least , monthly searches so for this particular , query about W% of searches come from , the US but before we continue what the , heck is search volume anyway so in short , search volume represents the average , number of monthly searches on Google for , a given query so technically if the same , person searched for the same keyword , million times then the keyword volume , would go up too so you can see how this , metric can be easily manipulated and , USN't exactly the most reliable one so , the only source for Google search , volumes , unlikely always will be from Google , themselves but there is also an , additional source called click stream , data so here at HS we use both of these , sources to make sure search volume , estimates are accurate and most , importantly updated with fresh data , every single month and this is the exact , reason why we add the extra source of , data to our search metrics now if we , jump back to the global search volumes , it's pretty clear that this query is way , more popular in the US and then there's , a tiny bit of traffic everywhere else , but other times you'll seethe opposite , effect where keyword is significantly , more popular in other countries so for , example if I type in rugby you'll see , that this query is the most popular in , France the UK and then Thieu.s. so this , is a good way to decipher whether or not , your keyword is worth targeting for your , business so if you find that search , volumes are low where your target , audiences then it may not be the best , keyword to target all right back to , grilling steak if we look at the search , volume for the original country we , selected then you'll see this cool graph , where you can see different search , volumes by month so you'll see that , people are grilling less in the winter , months and mo rein the summer which , tells us a little bit about keyword , intent now Icon it seems like common , sense but things like this they often , get overlooked during people's keyword , selection process so this graph is , really helpful and often the first place , where my eyes gravitate when I'm doing , my keyword research here's why if we , look up the word Christmas and look at , the search volume you'll see that there , are over,W monthly searches well , not really search volumes are rounded , averages so if you look at this graph , here you'll see a trend where people , start searching for this keyword in , November and December but the rest of , the year pretty much crickets now look , at the results for the search query , presidential election there's a huge , spike during the time the event was , happening and then crickets the number , promises you six hundred and fifteen , thousand monthly searches next month but , the trend shows that you'll get few , million visitors only during the time of , the election which happens every four , years we have a great post on the HRF , blog on this topic which I'll leave a , link to , in the description alright so next we , have this very important section which , is called cliques and this number , reflects the total number of cliques , that actually happen on the search , results page and this often tells us , whether a searcher clicks on multiple , results or maybe none at all and again , this tells us alto about keyword intent , which just it can't be ignored , now with this example and actually most , how to search quarries the clicks are , normally close to the actual search , volume and I'm going to show you two , drastically different search queries to , better illustrate my point so I'll open , up a new instance of keywords Explorer , and for the first search query'll type , in time in New York and for the second , I'll type in chicken soup recipes next , I'll click on the metrics tab now take a , look at these result seven though the , query time in New York has a hundred , thousand more monthly searches than , chicken soup recipes the latter gets , more click snow how is that even , possible the best way to illustrate this , is to put yourself in the driver's seat , if we google time in New York and you , see this result has the reason for your , search Quarry been solved yeah it , obviously has this is affect-based query , and you don't need more answers than , what Google already gives you now let's , pretend that you want to make chicken , soup so you type in chicken soup recipes , in Google now there's a featured snippet , here from Google but can you tell me if , the reason for your search query has , been solved no way even if all of the , directions were here you'probably want , to compare all the recipes maybe you'll , click on one of these results and be , like darn don't have celery so you'll , look for other recipes or maybe you're , some kind of chicken soup connoisseur , and you only eat five-star broth so , you'll look at reviews now if we look at , this comparison again you'll also notice , this metric here called RR which stands , for return rate now return rate is a , relative number that gives you an idea , of how often people perform the same , search over the course of a month now , thirstiest't mean that people search for , time in New York X % orc times more , than chicken soup recipes I know it , sounds confusing but what you can take , away from this is that people search for , time in New York more , often another example of a quarry that , people search for in Google again and , again and again is Facebook which has , the highest return rate so you'll see , that it Haas return rate of 3.7 in the , United State sand obviously this dozen't , mean that people only search for this , term three or four times in Google but , it helps you understand how others , search compared to this baseline also in , the clicks section you can judge the , commercial value of the keyword phrase , so here you can see that it Haas cost , per click oaf dollar W but what's more , interesting is the percentage of clicks , that go to paid versus organic and you , can see that paid search only gets about , 2 percent of the clicks while organic , takes the rest and if you compare this , wit ha keyword car insurance you'll see , something completely different the CPC , is $W per click and W percent of the , clicks go to advertiser sand it makes , sense if we Google the search query then , you'll see that the entire fold of the , Google search results are plastered with , ads one last example I want to show you , is something like the keyword phrase , medical school you can see that the , entire fold is plastered with the ads , but check out the data and eight drops , only 2% of clicks go to paid ads now the , thing that this boils down to again is , keyword intent if you're looking into , medical schools you might be looking for , list of schools school ratings or you , might want to know more information like , how many years is medical school now , there's so many possibilities with a , query like this that it shows that , paying for this keyword term it might , not produce the results you'd expect , here you can find the same cool graphs , that will show you the separation , between paid and organic clicks so for , certain queries you might find that , advertisers are more active during , seasonal months like in the snake , example now with headwords CPC figures , it's worth mentioning that we don't , update it that frequently so treat these , as approximate values and if you need , the freshest data then go to the source , Ad words now as far as I kneecap can , change pretty much every hour and , they'll still be estimations since , Ad Words runs as an auction but the main , takeaway from all of these examples is , to focus on search queries that will , generate clicks , you because even if there's a high , search volume but no one ever clicks it , then what's the point of targeting that , keyword right alright this next part , here is super cool so originally when , was doing my research for this video the , keyword phrase that entered naturally , was how to barbecue steak and if you , look at the search volume it only has , W searches per month in the United , States which dozen't even compare tithe , W,W searches for how to grill steak , looking at the global volume you can see , that the country with the most searches , is Canada so I guess barbecuing is a , Canadian thing which Would have never , known so if you look down here you'll , see that the parent topic is different , it's actually the one'vie been showing , you this whole time how to grow steak , and the parent topi cit tries to , determine if you can rank for your , target keyword while targeting more , general top icon your page instead so , the way we do this is by looking at the , number one ranking page for your keyword , and then look for the most popular , keyword that brings that page the most , clicks so if I had a site on barbecuing , that I would know that I can target the , phrase how to grill steak to reach a , much larger global audience now I want , you to pay close attention here you can , see that this parent topic Ha's,W , monthly searches but the traffic , potential I's,W now how is that even , possible let's go back to the original , keywords Explorer results and we're , gonna quickly look at the metrics on the , top W Google rankings for this keyword , phrase but first I'm gonna click the , Update button here to get some fresh , search results because the ones you'll , see by default are cached from this date , that's displayed next to the Update , button now if I scroll down to the , bottom of the page you'll seethe top , Seeps in a bunch of cool metrics which , will go deep into in another video now , the first two results are fro ma , featured snippet and some related , questions but look at this one here from , food network.com this one page is , generating over,W monthly search , visitors from all of the search queries , that it ranks for and if you look tithe , column next to it you'll see that it's , because they rank for over,W search , queries this tells us that the topic has , a lot of similar law , tail quarries for which Google is , showing this search result so if you , wanted to get similar results you could , create a comprehensive resource get some , quality backlinks and rank for all sorts , of relevant crisis't that awesome , you can see the total search traffic of , all the top ranking pages so you can , start targeting topics and not just , single keywords there's also something , crazy you can do with the top W search , results feature so I'm gonna open up , another tab with keywords Explore rand , I'gonna type in something absolutely , ridiculous I'll type in what is , spider-man's web thingy then I'll run , the search and as expected the search , volume is not available since it'snot , exactly a natural quarry that many , people would search for but if we scroll , down to the top Seeps you can see , that there are bunch of different top , keywords we could target and potentially , rank for the target query what is , spider-man's web thing now this one here , spider-man's web Ha's monthly , searches with traffic potential of W , and this one from Wikipedia has , potential of around 3,W then there's , spider-man's web shooter which has a , search volume of with traffic , potential of around thousand so in , this case I'd probably choose , spider-man's web but since search , volumes are a bit arbitrary'd have to , do more research before settling on this , topic now the key takeaway here is to , focus on traffic potential of a topic , rather than targeting a single keyword , based on search volume alone which I , feel like I'vie really drilled down on , here and as you and I we continue to go , through the series you're gonna find , that shifting your focus to this traffic , centered keyword research process paired , with some crafty tactics will pay , dividend sand in the next video in this , series I'm going to show you how to find , thousands of keywords with a bunch of , cool hacks that will build onto , everything that you just learned make , sure to subscribe and let me know in the , comments what you think of this traffic , centered approach to keyword research so , I'll see you in part
