To know the popularity of keywords is really less than half the battle, however. It is vital to know what you are up against: If you are entering a very competitive marketplace (where there are millions of sites using exactly your keywords), it will be a long and hard slog to get up there with the very best. Don’t pick the targets that are miles away from your gun sites!
Keyword competitiveness is extracted from the number of results returned from a Google search on the search terms concerned. For example, a search on business cards returns, at the time of writing, around 245 million results.
Return to your spreadsheet and look at Column C, raw competition. Perform a search on Google for each of your listed keyphrases in turn and enter the number of results into your spreadsheet. Once you’ve done this, a numerical sort of Column C gives you, in ranking order, the most competitive raw search terms related to your business, products, and services.
Directly competing sites (Column D) are those that have the exact keyword phrase you are analyzing in the anchor text (the text the user clicks) of links to their site from other websites (rather than simply having the words in that phrase on their pages). Directly competing sites are your serious competition: They are likely already to have invested time and energy into search engine optimization campaigns. They are also likely to continue doing so in the future.
To work out D for any search phrase, I use the allinanchor: Google operator. For example, a search on “allinanchor:business cards” returns 365,000 results and “allinanchor:online business card printing” returns just 13,300. Brad is beginning to smile at last suddenly the odds don’t look quite so daunting.
Perform an allinanchor: search on Google for each term in turn and enter the number of results into your spreadsheet in Column D. A numerical sort of the column gives you, in ranking order, a better idea of the truly competitive search terms related to your business, products, and services. By now, your spreadsheet should look something like this early draft of Brad’s:
To speed up your extraction of Google search results numbers, you may wish to make use of another neat tool, the Google Smackdown analyzer at www.onfocus.com/googlesmack/down.asp, which allows you to compare the overall frequency of two competing keyword sets across the whole of Google’s results.
Keyword competitiveness is extracted from the number of results returned from a Google search on the search terms concerned. For example, a search on business cards returns, at the time of writing, around 245 million results.
Return to your spreadsheet and look at Column C, raw competition. Perform a search on Google for each of your listed keyphrases in turn and enter the number of results into your spreadsheet. Once you’ve done this, a numerical sort of Column C gives you, in ranking order, the most competitive raw search terms related to your business, products, and services.
Directly competing sites (Column D) are those that have the exact keyword phrase you are analyzing in the anchor text (the text the user clicks) of links to their site from other websites (rather than simply having the words in that phrase on their pages). Directly competing sites are your serious competition: They are likely already to have invested time and energy into search engine optimization campaigns. They are also likely to continue doing so in the future.
To work out D for any search phrase, I use the allinanchor: Google operator. For example, a search on “allinanchor:business cards” returns 365,000 results and “allinanchor:online business card printing” returns just 13,300. Brad is beginning to smile at last suddenly the odds don’t look quite so daunting.
Perform an allinanchor: search on Google for each term in turn and enter the number of results into your spreadsheet in Column D. A numerical sort of the column gives you, in ranking order, a better idea of the truly competitive search terms related to your business, products, and services. By now, your spreadsheet should look something like this early draft of Brad’s:
| Keywords | Monthly searches | Raw competition | Directly competing | KEI | KOI |
| Business cards | 214,349 | 245,000,000 | 365,000 | ||
| Business card printing | 19,524 | 42,100,000 | 36,600 | ||
| Online business card printing | 1,265 | 516,000,000 | 13,300 |
To speed up your extraction of Google search results numbers, you may wish to make use of another neat tool, the Google Smackdown analyzer at www.onfocus.com/googlesmack/down.asp, which allows you to compare the overall frequency of two competing keyword sets across the whole of Google’s results.
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