SEO Keyword Metrics / Picking the Right Keyword is Like Picking a Spouse

When you make a decision on which keywords to optimize your website for you’re making a decision that could impact your return on your investment for years. Just like picking the wrong spouse can lead to years of fights and trying to figure out what’s wrong, you need to get it right once and then work through it. Now of course things change in a marriage and you adapt. Similarly, new products come out, new searches trend and you add those in. But if you’ve picked your keywords right from the start then you’re ability to react to these new keyword phrases will be easy. Below are the metrics Fruition uses in its keyword analysis for clients.

Keyword Metrics

SEO Traffic (SEOT) – SEOT is the maximum total website traffic that a website would receive if it targeted that exact keyword. It’s a unique way of looking at traffic – looking at an individual website’s potential share of the all search traffic, rather than the total number of searches around a keyword. In both cases, the data is based on Google’s own traffic estimates, and represents traffic per day for global searches.

Phrase-to-Broad Match Ratio (PBR) – Computers don’t understand language like humans do, and will often mess up the word order of keywords. So instead of giving you the keyword “Anderson fishing rods” (which most people search for), they might suggest “fishing in anderson”. If you’re optimized for the right keyword in the wrong word order – you’re not optimized at all. You might get rankings, but you won’t get the maximum traffic for that keyword. A low PBR score is a warning sign that your keyword might not be in the right word order.

SEO Competition (SEOC) – SEOC is the total aggregate number of web pages (not websites) that this keyword phrase is mentioned on. The lower this number the faster you’ll be able to get rankings.

SEO Title Competition (SEOTC) – SEOTC uses the Google web API to determine how many titles on web pages use the keyword an any order. Use of the keyword in the title tag is a good indicator to Google that is the keyword the web page is about. Thus, if there is very low SEOTC than you know just by placing the keyword in the title you can get higher rankings.

SEO Title Competition to SEO Competition Ratio (SEOTCR) – SEOTC is number of times a keyword is mentioned in the body vs the number of times the keyword is mentioned in the title. This could show that a keyword phase is talked about a lot but not really optimized for. Keyword phrases that have low levels of onsite optimization show very low SEOTCR scores. Usually the highest SEOTCR scores are for products and the lowest are for niche items or charities.

Adwords Advertiser Count (AWA) – AWA shows how many ads are running for a particular keyword. This is the number of ads that are running for a keyword phrase.

Adwords Competition (AWC) – Adwords competition (AWC) is a number provided by Google and shows the range of Adwords competitors. The more competitors the more difficult it’s going to be to rank high.

What’s the value of a keyword?

The above metrics show you which keywords are used to search, but what keywords do you want to use to make a purchase? The following metrics layer on data on whether or not someone is going to make a purchase after searching.

Search Engine Marketing Online Commercial Intent (OCI) -Search OCI measures whether or not someone is likely to buy something from a particular search. For example, if someone searches for “pancreatic cancer” the odds are low that that person is going to make a purchase. If someone searches for “archos tablet PC charger on sale” the odds are very high that the person is going to make a purchase. Generally, if the OCI value is above 50% people will make a purchase after making the search. For OCI values below 50% it’s unlikely they will purchase.

Google Adwords Value (AWV) – AWV gives you the maximum value of traffic (per day) that you could receive by targeting the keyword – for Adwords.

Search Engine Optimization (SEO) – SEO Value (SEOV) – Similar to Adwords Value (AWV) SEO Value (SEOV) tells you the total dollar value of traffic per day if you were to rank number one for that particular keyword phrase.