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Competitive Keywords: Own Yours, Discover Others with New Tool


Title image Competitive Keywords

In the world of search, knowledge is power. Good keywords leave you fighting for a seat at the table, and then battling for scraps with potentially thousands of competitors. Great keywords mean you get served the best cuts of meat in your own private dining room.

Trouble is, it’s been painfully tedious to figure out which keywords you uniquely own versus those owned by your competitors. It’s tiring – sifting through thousands of results to find the ones with enough search volume to matter, and then executing Excel jujitsu to find your unique organic keywords, those of your competitors and those shared among you. Then sort, rinse and repeat for a separate set for paid keywords.

Trying to digest such a confusing menu of options can cause heartburn, and Searchmetrics’ clients have been asking whether there’s a better way.

A new feature in the Searchmetrics Suite called Competitive Keyword Discovery is our answer.  It expands the keywords rankings by easily categorizing both unique and shared keywords among competitors – delivering results down to the individual page level.

The following chart, for instance, examines keywords from against Amazon’s bike pages, offering a 1:1 comparison:

Domain v Subdirectory
Domain vs Subdirectory Competitive Keyword Comparison

Comparing keywords for domain to domain would be overwhelming and useless – David meet Goliath. By comparing to just the bikes section of Amazon, however, delivers results with a ton of important information to guide decision-making and strategy. And it’s not just about adopting some of your competitor’s keywords as your own. It might mean doubling down on your own unique keywords and owning them in a way no others can.

Sophisticated SEO platforms are becoming a must-have to get real details to craft content that performs well. Tools that say something “in general” needs to be better provide little help or guidance.

When looking at the keywords they uniquely own for a particular page, writers should be inspired to go big, to claim as much keyword territory as possible, and to boost visibility to new heights in the often crowded search landscape.

To learn how to ‘go big’ with competitive keyword discovery and everything else packed into the latest release, visit the Searchmetrics website.


Helen Shaughnessy

Helen Shaughnessy

Helen Shaughnessy is passionate about great products. Her career experience spans design engineering, product management and product marketing for both large enterprises and small start ups. She currently creates great products at Searchmetrics as Director of US Product Marketing. Outside of work, she serves as a mentor at start-up incubator Highway1 and as a coach at Stanford’s

3 thoughts on “Competitive Keywords: Own Yours, Discover Others with New Tool

  • jessicalinville 2016/03/31 at 3:44 am

    Keyword targeting is really important and in this high compititive environment much more focus and relevant keywords are needed. thanks for motivation.!!

  • Helen Shaughnessy 2016/03/31 at 7:15 pm

    You’re welcome, Jessica! I agree. Focusing on keywords and topics that are relevant to your audience is incredibly important and much more effective. Creating content whose relevance is supported by data also allows marketers to be more efficient.

  • I agree, keyword targeting is the name of the game for SEO. You can’t get ranking without understanding it well! Especially for smaller websites, targeting specific (long-tail) keywords is the way to go…for instance you should target something like “important white hat seo strategies” over something like “SEO”. Great post!

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