Moz Makes Move Into Keyword Research

Moz launched into keyword research this week with a tool the company calls Keyword Explorer. The tool takes users through the entire research process with metrics and scoring to help with keyword selection.

Rand Fishkin, Moz founder, points to unique metrics that search engine optimization professionals have always needed for SEO-based keyword research, but never had before. The tool provides access to anonymized clickstream data purchased through a third-party that Moz can apply to keyword volume ranges.

"Using sampling, trend data, and the number of searchers and searches for a given keyword from the clickstream, combined with AdWords' volume data, we produced a volume range that, in our research, showed ~95% accuracy with the true impression counts Google AdWords would report for a keyword whose ad showed during a full month," Fishkin explains in a blog post.

Keyword Explorer starts in the discovery of keyword ideas and helps users filer the queries and prioritize them. Keywords can be added to different lists and categorized for quick sorting. From the home page search for any keyword term or phrase, which links to the overview page where search experts get data for keyword analysis. 

Keyword metrics at the top of the page link volume, difficulty, opportunity, and potential, and each has a different impact on the way marketers will prioritize the keywords. The search analysis shows the Google search results as well as the best keywords to use.

Although Fishkin explains how to use the tool in a tutorial, he says Keyword Explorer is built for experienced users.

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