Keywords are one of the most important bases for inbound and content marketing. After all, it is through them that your potential customers should find your website and get to know your company accordingly. If these words and word combinations are not incorporated into your texts, they will be difficult to find.
Fortunately, there are tools for keyword research that suggest other possible combinations or compare your ranking with that of the competition. Besides, we ourselves work keyword feature with the Online Marketing Suite Xovi.
In addition to a large number of analysis options for all areas of online marketing, there are also several ways to research and monitor keywords. These features are available in all three paid versions. In this article, we introduce the six ways that we have found the most helpful.
In order for the keyword research to work properly, you must first create a project and define a domain as the main domain; in our examples this is our own. You should also add the domains of 3 – 5 competitors so that they can be included in the research.
When it comes to keywords, a distinction is made between broad and long-tail keywords. The former are usually one or two terms that have a high search volume, but for which the competition is correspondingly very high. The latter are made up of three or more terms; sometimes there are also partial sentences. The search volume here may be a lot lower than with the broad keywords, but this brings you more qualified traffic. The competition is also a lot lower as a result.
- Keyword research for terms
An attempt to be ranked for broad keywords such as “Inbound Marketing” could turn out to be difficult. It is better to focus on a corresponding long-tail keyword. Under the menu item “Keyword Research” you can display different long-tail variants of a specific keyword.
You can influence the results with five different filters:
In this line you enter the keyword that your search is about. Here you again have the option to choose whether the entered word should be included in the results, correspond to the input or start with it; or not.
This setting means that the search results show how many of you rank in percentage terms for the respective search results. If you set the slider to 1-50, you will only be shown keywords for which up to 50% of your competitors also rank.
- Word Count Limits
the length of long-tail keywords in the results.
- Search volume
Another possibility to restrict the results is to orientate oneself on the search volume. This is where you need to find the best mean for your industry. A search volume of over 5,000, for example, also increases the likelihood that many of your competitors will try to rank for it.
As a final setting, you can define the costs per click that your keyword results should have minimally and maximally. XOVI gives you the freedom to choose which filters you use. The more you put in, the less results you will get. However, the results are more focused and of better quality for your purposes.
- Own exclusive keywords
With the ranking comparison from XOVI you can not only compare your rankings with those of your competitors (see below), but also research the keywords for which only you rank. These are then also related to your competitors. So you get a list of keywords that your competitors are not ranking for.
The filter settings are reduced to a minimum here. With the position controller you can set which ranking positions XOVI displays. 1 – 10 would be, for example, the keywords with which you appear on the first page of the SERPs; 11 – 30 of those that you see as opportunity keywords and should accordingly be included in your content more often in order to bring them to the first SERP page.
- Exclusive keywords from a competitor
We have also specified a competitor for the search for our own exclusive keywords. We only did this there to be able to start the “comparison” – this research requires an entry of at least two domains. We have specified Xengoo and HubSpot and set via the slider next to the domain that only keywords should be displayed for which HubSpot site ranks.
You should review the list of these keywords to see which of them you can include in your own keyword strategy. Perhaps there are a few keywords for which your competitor is not yet ranking well and which also fit your content. Then you can try to “hijack” this keyword and overtake it in the ranking. You can of course also tackle keywords for which your competitor is ranking first. However, this is not a task that you can complete in one night and fog action. Your competitor is already ranked exclusively (in comparison with you and your other competitors) for the keyword, you are not. You first have to create content with these words and be indexed by the search engines, it takes a while.
- Ranking Comparison
The real purpose of the ranking comparison of Xovi, however, look up for what common keywords entwine you and your competitors. For this view, the number of domains that you specify in the settings above is very important. You can enter any number of domains, but you must enter at least two. At the beginning the tool assumes that you want to compare all entered pages with each other, so the controls next to the domains are set to on. The keywords that are listed below are therefore the keywords for which the specified pages rank collectively. If you remove a domain from the rating, the results change.
The main purpose of the comparison is to find out for which common keywords you and which of them your competitor is ranking better for. Following the analysis, you can therefore plan content that will help you to overtake your competitors. With this possibility of keyword research with XOVI, we have found that it works easier and more clearly if you specify a maximum of two domains. For each analysis, we simply change the domain combination. Even if that’s a few clicks and keystrokes more than it probably should be.
- Keyword monitoring
The keyword monitoring feature of XOVI is based on the fact that you upload an existing list into the system. The easiest way to do this is in the form of a CSV file. The tool takes these keywords and checks them against your own website and that of your competitors’ websites – if you set it that way.
For this option you can choose from a list of 16 filters, of which we believe the most important are:
- Search engine
This setting enables you to exclude a search engine (“does not match”) or to select one as the basis for the search (“matches”). There is, for example, not only the subdivision into google.de, google.com or google.it, but also the option to select a more location-specific orientation. Since we are mainly in English-speaking countries, the entire google.com makes more sense. For customers abroad, you can also select the relevant search engines. These are by no means restricted to Google, you can also have the rankings displayed by Bing.
If you want to restrict the checking of your keywords to a certain country, which makes sense when using google.com, you can do so using the country filter. You can just as easily exclude a country.
- Search volume
Depending on what your current keyword research is based on, you can again restrict the search volume of the results here. With this setting, we always find the opportunity keywords interesting, with which you already rank but still have to make the jump to the first ten results of the SERPs.
With this, you limit the results very strongly, but if you analyze your own website, it makes sense to take a closer look. If you leave the setting on “All”, XOVI will analyze all domains of the project with regard to the keywords you have entered. But it is nice that you can then find out directly how many of your competitors are ranking for these keywords. In the export of the results, you can then see, for example, the exact URL that ranks for the checked keywords. Once you have created a list of your desired keywords, you can easily check the status quo using keyword monitoring and revise and plan your website and content accordingly.
- Search engine
Check the following article about content marketing tools in 2021
At the beginning of the conclusion, I have to admit that it took a while until I really understood all the functions and filters and could use them properly. The tool is just so versatile that it takes a certain amount of getting used to it. Because, in addition to the options described above, XOVI offers additional options for keyword research or analysis. With these five, you can build a really good keyword base for yourself as well as for your customers.
What I find particularly pleasant is that all lists can be exported to an Excel or CSV file. You can easily compile your own list using copy and paste.