Hello there. I’ve just put this video together just to take you through, step by step, the process of how you can find new keywords that your website isn’t currently ranking for on Google. And how you can explore some new keyword opportunities that your website could easily rank for on Google just based on the current links that you’ve already got coming into your website. So I’m going to break this down step by step. Before we start, there are a few things that you’re going to need to use in order to do this process.
Moz Keyword Explorer
The first one of those is you’re going to need access to Moz’s new tool, which is called Keyword Explorer. So this is on the moz.com website. Moz have just launched this tool about a month ago. In my opinion, this is the best tool that Moz now have on their website. If you don’t already have a Moz account or you don’t want to pay for a Moz account, Moz are currently offering a free 30-day trial to use this tool. So you don’t need to spend any money on this if you don’t want to. If you just want to do this on a one-off for over the next 30 days, you can just take up their free trial. So that’s the first thing you’re going to need is an access login to Moz’s Keyword Explorer.
The next thing you’re going to need to be able to do is to log into your Google Search Console account. So Google Search Console, if you’re not already aware, this is a free service from Google. It sort of goes hand-in-hand with Google Analytics, and it gives you an awful lot of information about what’s happening on your website in terms of Google’s search results. So if you haven’t already set that up, you’re going to need to have that set up and validated before you can start running through this tutorial.
So what I’m going to do, I’m going to run through an example here, and for the purpose of the demonstration I’m going to use this website here. This is a website called vwheritage.com, which is a website that sells parts and accessories for a whole range of different VW vehicles. This website is already doing quite well on Google. They’re just going through the process of redesigning this site. It’s currently a little bit cluttered at the moment from a design point of view. But it’s doing very well on Google. It’s ranking for lots of different search terms.
And this tutorial that I’m going to show you will only really work with a website that is already ranking on Google for a few different terms. So this won’t work for a brand-new website or a website where you haven’t got any links at all coming into the site, you’re not really ranking for anything yet on Google. This needs to be a reasonably mature website.
Step 1) Find your current Google rankings
Okay. So the first step of this process, we need to go and see what the website is currently ranking for on Google. What keywords does our website already appear for in a reasonably good position on Google? So to do this, you log into your Google Search Console account. I’ve logged in here to the search console for vwheritage.com, and then on the left here, on the menu, you’ll see there’s an option here for search traffic. So you just click to drop that down, and then the first item on the list here, it says “Search Analytics.” So you want to click on that.
Once you do that, what it does when the page loads, it then starts showing you a whole list of different keywords that this website is ranking for on Google at the moment. We just need to make a few selections here. So just at the top of the page, you’ll see that Clicks here has a little tick inside the box there, and we just need to tick the other three boxes here. So we’re going to click Impressions, CTR, I’ll explain what these mean in a minute, and Position. We need to have all of those four boxes ticked.
So the next thing we need to do, we just need to filter this information down a little bit. The next thing we need to do is just where it says “Countries” here, we’re going to only select United Kingdom. So I’m assuming that your business is based in the UK, that your target market is primarily in the UK. If that’s the case, then you want to apply this filter to the list here. So just go to Filter Countries, and then click on United Kingdom and now it’s only showing me this website’s Google rankings for the United Kingdom.
Then the last thing we need to do is, just on the right-hand side here where it says “Dates,” you can see it says, “Last 28 days,” I just want to get a little bit more data here, a little bit broader information. So I’m going to click on that and where it says “Last 28 days,” I’m just going to click here on Set Date Range, and then I’m going to select Last 90 Days so we can get a bit more information. Just to go over that again, what I’ve done is I’ve clicked all those four boxes, Clicks, Impressions, CTR, which stands for “click-through rate,” and then Position. Then I filtered it by only those in the United Kingdom and then all the dates within the last 90 days.
Okay, so hopefully if your website is ranking for a few things on Google, you should now have quite a few keywords coming up in the list here. All I need you to do now is scroll down to the bottom of the page and then click Download. When it asks you which format you want to select, you’re going to select CSV, and we click OK and download that information. One other thing you will need to have on your computer in order to open up this CSV file that we’ve just downloaded, you’re going to need to have a spreadsheet software. So ideally, something like Microsoft Excel would be perfect for this, that you can then have a look at the information.
Okay. So we’ve now downloaded all of the Google rankings for this particular website in the UK over the last 90 days. What we now need to do is I now want to get that down even more because I only want to look at the keywords that this website is already ranking for in the very highest positions on Google, so somewhere in the top five positions on the first page of Google. So I’m just going to go and open up that spreadsheet. Let me just open that up here. Here we go.
Step 2) Filter your keywords
So just to make this information a little bit easier to manipulate and also just make the format of it a little bit easier on the eye, what I’m going to do, I’m just going to format it as a table. So I just click anywhere in the actual table itself, anywhere where there’s data, and then on a PC you press Control and then A. On a Mac, it might be something slightly different. What that does, it just selects all the data in the table there, and then in Excel at the top here I’m going to select “Format as Table.” And then drop that down, and it doesn’t really matter too much what you use here. But I personally tend to use this one here, the second blue one here. So I’m just going to click on that.
Then you’ll get a little dialog box that opens up here with your cells that you’ve selected in the range, and just make sure underneath where it says “My table has headers,” just make sure that that box is ticked. Press OK, and you’ll see it then does a nice format on your table. So I’m just going to open this out a little bit, just to make these columns a little bit bigger so I can see what I’m doing here. There we go.
I’m just going to explain what these columns are that we’ve got here. In the first column, A, it says Queries. So these are all the search terms, the keywords that the website is currently ranking for on Google. The second column here, Clicks, is the number of clicks, the number of people that clicked on this particular website when they did this search on Google over the last 90 days. The third column here, Impressions, that’s the number of times that this particular website appeared in the search results.
Then, CTR, which stands for “click-through rate” is essentially just these two columns divided by each other. So you can see here, for example, if we take this example, in fact let’s choose that one there, you can see for the search term “VW beetle parts,” this website appeared in the search results 3,979 times. So seen potentially, it could’ve been clicked on 3,979 times, and it got clicked on 482 of those occasions. Therefore, one divided by the other, means that the click-through rate was 12.11%. So in 12% of cases, when people searched for “VW beetle parts,” they clicked through and went through to this website here.
And then the final column here is Position, and this is the average position that this website ranked for on Google in the UK for that particular keyword. So you can see here, where it says 3.9, so its position fluctuated over the last 90 days somewhere between third and fourth position on Google. Now, what I need to do is, in order to use the Moz Keyword Explorer tool, what I need to do is basically I need to bring this list down.
When you upload the information to Moz, it won’t accept a list of keywords that’s more than 100 keywords. So I need to bring this down to around about 100 keywords. And I’m looking for only those keywords that were ranking in the top five positions on Google, and only those where there was a decent number of searches being done for that particular keyword. I’m not really interested in those where there was maybe only one or two people a month searching for that keyword.
So I’m now going to apply some filters here. The first filter I’m going to put on is on the position. To apply a filter, all we do is just drop down the little arrow at the top here, and then we select Number Filters. Then what I’m going to say is, “Less than or equal to.” Click on that. It brings up a little box where the filter is “Less than or equal to,” and I’m going to put in five. Once I put in five, what it will do is it’s now filtered this list to only those keywords where this website was on average ranking between positions one and positions five on Google. So that’s the first filter that’s done there.
The next filter that we’ve done here is Impressions, and I want to only find those where there’s a decent number of searches being done for that keyword. So again, I’m going to drop down the little arrow here. I’m going to say, “Number Filters.” In this case, I’m going to say, “Greater than or equal to 10,” so only those keywords where it was being searched more than 10 times. So click OK.
Now, what I’m trying to do is I’m trying to get this list down to around 100 or less keywords. That’s really what I’m looking for, ideally, around about the 100 mark. I can already see that this particular website is ranking for so many different keywords in the first five positions on Google that I can just see by looking at it that this is a lot more than 100 keywords that have appeared here. So what I’m going to do, I’m just going to filter this a little bit more. Now, if you’ve already got this list down to 100 rows, then you don’t need to do anything more here. But I’m just going to bump this up a little bit. So where it says “Impressions,” I’m just going to increase the number of impressions. Instead of saying “10,” I’m going to say “100,” and get the list down a little bit more there. There we go.
So I seem to have a couple of odd results in there. I don’t know why they’re there. Just kind of random numbers that are thrown in, so I’m just going to get rid of those. I don’t really want those to be in here. Oh, actually, these could actually be VW parts, maybe the part number that people are searching for, so they could actually be legitimate searches. Okay. So I can see this does look like about the right kind of number here. If I was still over the 100 limit, then I would just kind of keep bumping up the impressions and trying to bring this down to 100. But this looks all right.
The last thing I want to do is I’m just going to put one more filter on here because I can see, as many websites, this particular website is also ranking for branded searches, so when people are searching for the name of their actual business. I’m not really interested in those keywords. For example here, I can see that one of their main keywords here is “VW Heritage,” which is the name of the business. So I’m just going to filter those out. I’m going to click here on the Queries column, drop down Filter, and then Text Filters, and I’m going to say, “Only show me those that does not contain,” and I’m going to put in “Heritage” so I can filter those out.
There we go, and now it’s got rid of those Heritage keywords there. There’s a misspelling there with “Heritage.” I’m just going to delete that one manually. So what I’ve now got is 100 or less keywords that this particular website is ranking for on the top five positions on Google, got a decent number of searches, and don’t include their business name in the search, not branded searches. Okay, so that’s great. That’s my list. I’m going to put that aside, and I’m now going to move on to the next step, which is to go over here to Moz’s Keyword Explorer tool.
Step 3) Upload your keywords to Moz’s Keyword Explorer
So once you’ve gone and started your free trial, or if you’ve already got a Moz account and this will just be included in your normal Moz subscription, so just go and log into their website. I’m just going to log into my account here. Then, once you’ve logged in, just on the menu at the top where it says “Moz Pro,” just drop that down and select Keyword Explorer, and you can see it’s a new tool they’ve got on their website there. I’m just going to go and click on that.
Now, when you first use this, yours might look a little bit different here because you can see I’ve already created some keyword lists. Yours will probably be blank if you’ve never used it before. So what I need you to do at this stage is click on this option here, where it says, “Create or upload a new list.” That’s what we’re going to do is create a new keyword list. What we’re trying to do here, the reason why we’re doing this, is we’re going to upload those keywords that we just filtered up into the tool.
We’re going to let this tool do an analysis of how difficult those keywords are. The keywords we’re already ranking for, how difficult are those keywords? Because once we know the difficulty level of the keywords our website is already ranking for on Google, then we can start exploring new keywords that are around the same range of difficulty, maybe keywords that we’re not already ranking for on Google that will create some new opportunities for us. So what I need you to do is just click on this link to create or upload a new list. That will open up this box here.
All you need to do here is just give the list a name. So I’m just going to call it “VW” to keep life easy. It doesn’t really matter what you call it. And then click on the button here that says, “Enter keywords,” which will allow us to enter in some keywords. You can see I’ve now got a box and it says, “Enter up to 100 total keywords.” So I’m just going to quickly pop back to my spreadsheet, and I’m just going to go and select all the keywords in this filtered list here.
So I’m going to just click on the first one, scroll down to the bottom of the spreadsheet, and then Shift and click to the bottom one, and then Control+C to copy those into my clipboard. Fantastic. Now, pop in back to Keyword Explorer, and all I need to do now is just paste that list in. Just get rid of that last blank line there, and you can see there’s all my keywords now put into the tool. All you have to do at this stage now is just press Save.
Now, when you press Save, what that’s going to do is upload those keywords to Moz’s Keyword Explorer tool, and it will then start processing those keywords and start trying to figure out how difficult those keywords are. Now, that process, depending on how many keywords you put in, that can take maybe 10 or 15 minutes or so. So rather than hold up the video I’ve already prepared this list. So I’m just going to cancel this box for now because you can see I’ve already created this list with these keywords here.
So all I’m going to do, I’m just going to click on this list. If your list isn’t ready, what you’ll see is like a message here where it says something like, “Gathering metrics,” or “Gathering data,” if the information isn’t ready yet. But once it’s ready, you’ll see it gives you some information about your keywords. So I’m just going to click on this list, VW, and you can see there’s lots of fancy charts and information here. Now, I’m not going to go into much detail here, because really there’s just one thing we need to do once it’s created this list, is I just need to download these onto my computer.
So here’s all the list of keywords that I put in, and you can see it gives you some information here about the volume, number of searches, the difficulty score that it’s assigned to them, and I’ll explain all that in a minute. For now, all I need you to do is just download, export this information. So just click on this button here that says, “Export CSV.” When you do that, you can see it’s then downloading that onto your computer.
Step 4) Create a Histogram in Excel
Now, what we need to do, the next step of this, I’m just going to go and open that spreadsheet that’s just downloaded so I can show you what this looks like. So here is the information. First of all, there’s just some general information here about the spreadsheet itself, just some kind of summary data. We don’t actually need that, so I’m just going to delete these rows here. So from row 1 to row 13, I’m just going to select that, and then Delete Rows. Delete. There we go, so I’ve actually just got the table of information here.
Once again, just to make this a little bit easier to look at, I’m going to press Control and A, I’m going to format it as a table, and I’m going to select my favorite blue and white shaded table here. Formatting, “table has headers,” click on that. There we go. That’s just a little bit easier to see. So let me just explain this information here, where it says “Difficulty.” What Moz have done, when I uploaded the keywords into their tool, they have looked at each one of these keywords and they’ve applied a score which runs somewhere between 1 and 100 based on their assessment of how difficult that keyword is to rank for on Google.
What I want to look at, I want to see, most of the keywords that we’re already ranking for, what kind of range of difficulty do they already fall into. Because if I find what sort of difficulty range our current keywords fall into, then I can start exploring new ones that are about the same range of difficulty. So to do this, probably the most effective way of doing this is we’re going to create something called a “histogram.”
Now, you might not have done this before, but it’s a very simple process in Microsoft Excel. I’m just going to go and walk you through it. Before we create the histogram, what we need to do is just somewhere outside of the table, we just need to put in a little bit of information here. So I’m just going to put in “Histogram” just to give it a name. It doesn’t really matter what you put in there. So “Histogram,” and then I’m going to put our range down below it in the cells running below, 10, 20, 30, 40, 50, 60, 70, 80, and up to 90. There we go.
So you just need to try and replicate that in Excel. Just have a cell that says “Histogram,” and then the numbers need to run like this, 10, 20, 30, 40, all the way up to 90 in a column directly below. That’s going to be our range of difficulty. So we’re going to be looking at keywords that fall within the range of 10 to 20, 20 to 30, 30 to 40, etc. So let me just show you how you do this histogram here. So what I’m going to do is, in Excel, I’m going to click on the Data tab at the top here.
Hopefully, on your ribbon in Excel, you’ll see this option here that says “Data Analysis.” Now, there is a possibility that that might not be visible to you when you use Microsoft Excel because if you’ve never used this feature before I think you have to actually go and turn it on for the first time you use it. So if you don’t see Data Analysis on your menu in Excel, then just go and do a quick Google search for “How do I enable data analysis tools in Microsoft Excel,” and I’m sure there will be lots of helpful tutorials just to show you how you go into the settings and turn that on.
So what I’m going to do, I’m going to click on Data Analysis. That brings up a box, which offers me all kinds of data analysis reports. The one I’m looking for is this one here, which says “Histogram.” So I’m going to click on Histogram, and then I’m going to click on OK. Now, it wants the settings, the information from which I’m going to build this histogram, and the first thing it wants to see is the import range. So it wants to know which cells in the spreadsheet contain the information that I want to include in the histogram. So that’s all the cells’ in this column here, Difficulty.
So what I’m going to do is just click on the little icon here, and that will now allow me to select these cells. I’m going to just click into the first one, drag it all the way down to the bottom one, so that one there, and you can see that the box has now got in that cell range, so from E2 to E55 in my case. Yours might be different depending on how many rows you’ve got here. Once that’s done, just close it up and you can see that’s now put the import range into the dialog box here.
The next thing it’s asking me is for the bin range. The bin range is this range of numbers that I’ve put in here. So again, very similar process, just click into Bin Range, press the little selection tool here, and then we’re going to just select that range of numbers. So don’t include Histogram at the top, just the range of numbers from 10 to 90. You can see it’s selected those L8 to L16. Close that up, and that’s now put in there.
That’s it, pretty much. That’s all we need to do to create this histogram. The final step is just to click on OK. What that will do is it’s now opened up a new tab on the spreadsheet with our histogram, and I’ll just explain what this histogram has got. So what this is now saying to us is that within the difficulty range of 0 to 10, there are 10 keywords from our list that fall into that difficulty range. From a difficulty range of 10 to 20, there are 16 keywords. From a difficulty range of 20 to 30, there are 22 keywords that fall into that range, and we’ve got a few keywords that are more difficult than that, falling outside of that range.
What I’m looking for here is which of these ranges do most of our keywords fall into, and I can see straight away that most of our keywords, 22 of our keywords, fall into the range of 20 to 30. Now, what that means is if I can find some new keywords that fall within the range of anywhere up to 30, just by creating a new relevant page on our website there should be no difficulty at all in me getting my website to rank in a very high top five position on Google UK for that keyword. So that’s what we’re looking for now, are keywords that fall within the range of anywhere between 1 or 0 to 30. So how are we going to do that?
Step 5) Discover our new target keywords
So now I’m going to go back to Moz’s Keyword Explorer tool, and scrolling up to the top of the page here, this is how we get suggestions from the tool. You start by putting in just a kind of a broad term that is relevant to your business, to your products or services. So in this particular case, I’m just going to put in something quite broad. I’m going to put in “VW parts.” There we go. I’ve selected United Kingdom because, again, the target market is in the UK, and then I press Search. Then it will think for a little second, and then once you see the information here, we’re then going to click on here, Keyword Suggestions, to see what keyword it’s suggesting.
When I click here, what I can see is that the tool is now suggesting to me around about 1,000 different keywords based on the keyword that I put into the top, “VW parts.” So there’s the keyword I’ve put in, and these are 1,000 different related suggestions. Now, not all of these are going to be perfect. Moz is doing the best it can to try and find relevant keywords, but some of these might not be relevant for my particular business or for this particular business. So what I need to do now is sort of go through this list and just put a little tick next to the ones that I think are going to have some relevance to my business here.
I mean, this is going to take a few minutes, but it’s fairly quick to do. So all we’re going to do is go through this. Now, just watch. On the right-hand side here, you can see it shows you volume. So that’s telling you how many people are searching on average every month in the UK for this particular keyword. So we don’t want to be selecting any here where there is little or no volume at all. So you can see there’s one here, “VW parts international,” which is suggested, there’s no data all for that to suggest there’s nobody searching for it at all. So don’t bother clicking those that have no volume.
Even this one here, “order VW parts online UK,” there’s less than 10 people a month searching for that in the UK, so I probably won’t select that. So I’m just going to go through, just to show you. You’ll probably select a lot more than this. But I’m just going to go through, “VW parts online,” “VW parts UK,” “Volkswagen parts online,” “Volkswagen car parts,” “VW car parts online.” So as you can see, all you do is just go through this list and then tick the boxes next to any keywords that you think are relevant.
What it’s doing, just at the top here, it’s a little bit like a kind of a shopping basket of keywords. So far, I’ve selected five. So it’s now asking me what I want to do with those five keywords, and what you need to do is just drop that down and create a new list. So you’re going to open up a new box here and just give your keyword list a name. You can call it something like “VW Target Keywords.” These are keywords that we are not already ranking for but might be interested in ranking. So we just create that list.
Now, again, I’ve already prepared this list just to save a bit of time here. So I’m just going to go back to my keyword list, and you can see here I’ve got my keyword list that I’ve generated, VW New Target Keywords. I click on that, and what I do now is you can see that Moz is telling me how difficult each one of these new keyword suggestions is going to be to rank for.
So for example, one of the keywords I selected was this one here, “campervan parts accessories.” That has a keyword difficulty of 36. So based on the current Domain Authority, or based on the links that are currently coming in to this website, a difficulty of 36 might just be a little bit tricky to rank for. It might just be slightly out of our range. Anything 30 or less is certainly easily within our grasp. As we look through this list here, you can see that most of these keywords fall very comfortably within the range of 0 to 30.
What that means is, let’s say, for example, I’ve got here “VW camper wheels.” If I don’t already have a page that’s looking completely relevant for “VW camper wheels” that’s definitely a page that I would want to set up and optimize for that search term, “VW camper wheels.” It has a difficulty of 13. There should be no problem at all with this website ranking somewhere in the top five on Google for that particular search term.
That’s it. There’s quite a lot of information here. Do feel free to wind back through the video and just sort of follow it step by step as you go through the process here. I hope you found that useful. All right. Bye, now.