Use the Keyword tool when you want to:
Get more traffic to any of your website pages
Find a variation of a keyword that’s easier to rank for
Brainstorm a new blog post title
Discover opportunities to overtake competitors in search
1. Understand what a long-tail keyword is
Before you get started with the Keywords tool, it's important to understand the difference between broad keywords and long-tail keywords. Here's an example of each:
When you're first getting started, you definitely will want to start by targeting long-tail keywords, which are easier to rank for and bring in the most relevant traffic. In this article, you will learn how to use the Keywords tool to find these long-tail keywords.
2. Go to the Keywords tool
Go to Content > Keywords.
3. Add keywords to your Keywords tool
First, you'll want to add keywords that are relevant to your business. Click on the Add Keywords button.
If you already have a list of keywords you'd like to add to the Keywords tool, you can paste them into the text field (using one keyword on each line).
You can then select the campaigns to associate with these new keywords.
Campaigns allow you to group your keywords according to topic. You'll have a different campaigns for different topics, such as different products you offer, different audience segments that you target, or problem vs. solution-based keywords.
For example, if your company has a product that targets the healthcare vertical, and another product that targets the education vertical, you'd set up a different campaign for each of those verticals.
Read this guide to learn about how use campaigns in HubSpot. You can add additional campaigns using the Manage Campaigns tool linked to from the Keywords' tool side menu.
If you'd like some help brainstorming keywords, click Get Suggestions button.
To finish adding the keywords to your tool, click the Add Keywords button. You'll then see a message that we're adding your keywords.
4. Choose keywords to target on your site
Now go back to the main Keywords view to see the list of all of your keywords. You can also filter by the campaign you just created to see only the data for your new keywords.
You can filter the columns in the Keywords tool to show any three data points at the same time for a quick comparison.
Here's a breakdown of what each of the metrics mean:
Visits - how many visits via organic search you had after the user searched for this keyword. This is updated every 24 hours and shows the past thirty days.
Contacts - how many leads via organic search you had after the user searched for this keyword. This is updated every 24 hours and shows the past thirty days.
Rank - an approximation of where your website ranks for a particular search term in the search engines' results pages. Note, factors like personalization and localization that the search engines take into account can influence ranking on a search by search basis.
Monthly Searches - the monthly searches for the exact match of this keyword. This information is global unless you set a location, when it is then localized.
Difficulty - how hard it will be to rank well for this keyword on a scale of 0-100. Any keyword with a difficulty above 70 is considered extremely difficult to rank for. When you're first starting out, you'll want to target keywords with low difficulty (between 0-40) and then work your way into medium difficulty keywords (40-60) when your site starts getting more traction, and so on.
CPC - the approximate cost per click if you had been running a paid search campaign targeting this keyword. If a location is set, this information is localized.
Campaigns - how many campaigns this keyword is assigned to. Click on the number to see the campaigns.
Date Added- the exact date on which you added a keyword to the Keywords tool
Now that you understand how to read the data, remember that you will want to target long-tail keywords that are very relevant to your business. Long-tail keywords generally have a lower difficulty score, and are easier to rank for. The low-hanging fruit that you should target are the keywords with a higher number in the Searches column and a lower number in the Difficulty column. This means that the keywords are easy to rank for, but a decent number of people are searching for them.
5. Get recommended keywords to target
We've done some of the work for you in terms of finding these low-hanging fruit keywords. Click on the Recommendations tab, and then Low Ranking to see what we consider "rankable" keywords. Not only will these keywords be easy to rank for (high number of searches and low difficulty), but you're also already ranking for these keywords on pages two through six of search engine search results, so there's a great opportunity for you to move onto page one.
Again, these recommendation are those "sweet spot" keywords where you have the opportunity to get on page one sooner because you're already ranking somewhere in the first seven pages (besides page one). Keep in mind that you will still want to go after keywords that have a low difficulty and higher search volume in which you're NOT already ranking on the first seven pages, and you'll be able to find these by looking at the data in the Keywords tool.
6. See where you can overtake your competitors
You can see which keywords you have the opportunity to beat out your competition by clicking on the Competitors option under Select a recommendation.
By default, this chart is sorted by your Competitor's rank. Find keywords that they are ranking well for, and the difference between your rank and their rank according to the Rank Difference column is minimal. Then focus your SEO efforts on those keywords to try beating out your competition!
Need help creating your keywords list? Contact a HubSpot Certified Partner to do your keyword research and improve your SEO for you.