The metric value of the first position We can calculate the approximate monetary value of keyword rankings in the first position quite easily. To calculate the value, take the average monthly search volume, multiply it by the average CTR for a position 1 ranking, then multiply by the suggested bid value for AdWords from Google Keyword Planner. Shadow Making This will give a value that takes into account the volume of traffic generated by the first position and the amount you would have to spend on AdWords to obtain a similar result. KOB Metric The keyword versus benefit (KOB) metric, originally designed by Todd Malicoat, correctly evaluates competition, cost, Shadow Making and volume into a single metric value. In its simplest form, we take the top-estimated first position value metric and divide it by a “difficulty” metric, like the percentage value from Moz's Keyword Difficulty Tool.
Typically, one chooses the exact match type for a more accurate representation of search volume for a keyword. If your business is region-locked, be sure to specify a location to get regional search volume. Recently, Russ Jones wrote a great article on Moz discussing some of the issues with using Keyword Planner's search volume. Jones found that the search Shadow Making volume numbers are actually rounded to the nearest 85 “buckets” and the 12-month average is also rounded to one of these traffic groups. To get a more accurate 12-month average, segment monthly search volumes and average them manually. Jones also found that the Keyword Planner Shadow Making does not combine search volumes of keyword phrases that are automatically corrected on a shared search engine results page (SERP). Russ Jones Example of Keyword Variations in Google Keyword Planner via Moz To get the most out of the search volume metric: Choose the exact Shadow Making match type. If your site is geographically dependent, choose the appropriate region. Manually average the last 12 months of search volumes, rather than relying on the 12-month average provided by Google. Group keyword variation volumes together.
Brainstorming keyword ideas is great, but you won't get very far if you don't look at the right metrics. After all, it's the metrics - the objective criteria we use to Shadow Making make data-driven decisions - that make search such an effective marketing channel. But what keyword research metrics should I consider? Is the search volume not enough? Let's explore. Search volume Shadow Making Average monthly search volume is the only metric that is universally used for keyword research. This metric is derived from Google's Keyword Planner, a free tool intended for use Shadow Making with AdWords, and forms a basis for the popularity of a given search query.