Keywords

By browsing the Keywords submenu you can delve into the main aspects related to the analysis of the keywords on which the site competes, and in particular you can check the trend of the monitored keywords, find out which keywords are the best and potential ones, and then again know the ones going up, down, those entering or leaving the TOP10, up to viewing all the keywords for which the project domain is positioned.

Monitored Keywords

The first section of the menu allows you to delve into the performance of the monitored keywords, which are precisely those that you have decided to include in the list that SZ provides you to track performance more accurately.

In the left part of the screen you can consult the table with all the keywords you have added, for which the main information and values are shown (estimated search volume, position in SERP, variation from previous scan and SEO score from the last analysis), with the possibility of extending the analysis in detail by clicking on the hamburger menu (which opens the “keyword actions”).

On the right side you can check the performance of the individual keyword selected in SERP and all the main changes in organic ranking over time, with the possibility to set a custom date range as well. On the other hand, by clicking on the “SERP feature” TAB you can view the composition of Google’s SERP for that keyword, with a preview of the results placed in TOP10 with their snippets and a description of any additional features present, such as featured snippets.

Lastly, the last box on the right lists the sites positioned in the first 5 pages of Google for that keyword and reports the change in ranking since the previous scan; furthermore, clicking on a result automatically adds the page to the SERP Trend graph to allow you to make a visual comparison between the performance of the various sites.

To refine your analysis, you can use the different filters available and then select specific groups of monitored keywords to study; in particular, you can filter keywords according to their performance, according to the tags you have set, or according to the latest time changes.

Then, by clicking on the “Compare with Competitors” tab, you can analyze the performance of the monitored keywords of your project site with the domains you have identified as organic competitors: for each keyword, SEOZoom shows you the search volume, the position of the project site and its URL, and, on the same line, information about the different competitor sites, to perform quick checks and strategic evaluations.

Keyword Studio

Keyword Studio is the heart of the Project pertaining to everything that is keyword analysis!

From here start different analysis paths, different visualizations and tables that will keep you up-to-date on the Keyword performance of the Project site.

The first table available to you is the Ranked keywords table, that is, the top keywords placed in the top ten positions on Google.

The next tabs allow you to delve into the keywords divided into Traffic Increases and Drops (i.e., the keywords that have entered or left the TOP10), which is useful to find out which keywords are gaining positions and which are losing them. The box on the right summarizes for you at a glance the overall situation, showing the total number of keywords going up or down and the corresponding change in traffic generated by these movements; by activating SERP View, then, you have the possibility to check the composition of the most recent SERP and make a quick comparison with competitors.

Next is the Potential tab, which groups keywords positioned from the 11th to the 30th position: this section contains information on all those keywords positioned on the second and third page of Google, which with effective optimization activity you could bring to TOP10 to get more organic traffic. This list is very interesting for your strategy, because it makes you immediately discover keywords with good growth potential for the Project site and allows you to identify all the pages (also filtering the results by URL) that just need a little “push” to climb more positions, such as a content-improving intervention or possibly an OffPage SEO activity.

In the Featured Snippets table you find the keywords in position Zero – i.e., the keywords that have gained a featured snippet in SERP – and you also preview the snippet chosen by Google.

SERP Features is the section that shows you the Keywords positioned in a SERP in which there is at least one Google feature, with indication of the type and possibility to filter so to analyze the type of feature that enriches the results page.

In the Branded Keywords table you can check which keywords are related to your Brand or your brand’s products (based on the information you entered in the project settings).

And, last but not least, All Keywords lists you precisely all the keywords placed for the Project domain: within this last section you can then discover all the keywords for which the project domain is present in the first five pages of Google, thus including the words that you chose not to monitor or that you did not consider when creating the project itself. Within the screen you can filter keywords by positions and thus perform a more in-depth analysis of the project, or use the time filters to check keywords detected in three different crucial moments (yesterday – today – last week).

In each section, the keywords list table reports a range of data and information useful for analyzing the keyword and making strategic assessments, which can then be deepened with the actions included in the hamburger menu. Specifically, the columns allow you to check:

• Pos: the Position in SERP.
• Var: the change in ranking from previous scan.
• Volume: the average volume of the Keyword.
• Estimated Traffic: the traffic estimate calculated by SEOZoom for the specific keyword.
• Intent: the type of intent (Informational, Navigational, Commercial, Transactional) identified for the keyword.
• Features: indicates the presence of features in SERP and specifies their type(Frequently Asked Questions Box, YouTube Video List, Photo Carousels, etc.).
• Average CPC: the average cost per click.
• URL: the Page positioned for the Keyword.
• Seasonality: search volume graph on a monthly basis, which allows you to find out at a glance if the Keyword is subject to a seasonal kind of variation.
• KD: Keyword Difficulty.
• KO: Keyword Opportunity.

In Keyword Studio you can also group URLs and filter the tables by page by simply dragging the URL column to the top section of the table.

Quarterly Plan

The Quarterly Plan tool allows you to perform an analysis on the upcoming quarter, to find out which keywords will tend to have higher relevance and then prepare an appropriate optimization strategy to improve your presence in SERPs.

Thanks to the filter in the upper right corner, you can select keywords based on a specific range of search volume, so you can work more directly and strategically on a smaller group of keywords and pages.

Also, to filter the table by pages (and not on individual keywords) you can drag the URL column to the top section of the table, thus setting up a view by URL groups.

The table presents you with crucial data for each keyword, specifically the average monthly search volume, expected search volume in the next three months, seasonality chart, Intent type, active Features in SERP, KD and KO levels, while the hamburger menu allows you to deepen your study with Keyword Actions and URL Actions.

Content Gap

In the content gap analysis tool SEOZoom offers you an analysis on the selected keywords by analyzing the main competitors dealing with similar topics as the Project site.

For each keyword, in the table you will find indication of intent type, KD and KO values, CPC value and estimated search volume, and by clicking on the hamburger menu you can further deepen the analysis with various “keyword actions”.

The tool can help you find ideas for content on which you have not yet built any pages or posts, but it may also show you keywords for which you already created content, but that still have not ranked well in SERPs. In that case, if you click on a keyword, you will find in the table on the right the existing pages of your website that deal with topics related to that keyword, to which it might be profitable to devote an optimization effort.

On the top right side there is also a keyword search box, that you can use to check whether you have actually already written content for the keyword you are interested in.

Seasonal Keywords

The “Seasonal Keywords” section presents a comprehensive report on the seasonal volumes of the keywords for which the project website is positioned. From the horizontal selector at the top you can choose the month you want to analyze: after clicking, the central table will list all the keywords that have an increase of at least 0.25% over the average annual volume in that specific month.

In the top dashboard there are four aggregate values:

• Potential traffic of the month: the estimated traffic assuming that the keywords listed in the table (and not on the first page on Google) will reach the fifth position in SERP.
• Current traffic: the current estimated traffic, based on the seasonal keywords already ranked in TOP10.
• Results obtained: a horizontal bar showing at a glance the current percentage of seasonal keywords traffic to the project site compared to the total potential they could achieve.
• Increment: a selector that allows you, by increasing or decreasing the value on the scale, to filter out keywords with increasing seasonal variation.

The first column shows the keywords; this is followed by the position column, the ranking variation from previous scan, the ranking URL, the average monthly volume, and the column showing the search volume for the keyword in the single month analyzed. The Seasonal Increase column highlights the estimated monthly volume increase of the keyword, while the seasonality graph shows the trend throughout the year. Other useful information for your strategy is also shown for each keyword, such as the search intent, whether there are any features in SERP, and KD and KO values, with the hamburger menu leading you to Keyword Actions and URL Actions for further types of analysis.

In this section, too, you can group URLs together to have the table filtered by pages: simply drag the column to the top section of the table.

Remember that the features in the “Seasonal Keywords” section help you get an overview of the website’s performance and potential. Use the information to plan page revisions, to develop your link building strategy, or to define new content to be created.

Long Tail Keywords

With this tool you can delve into the long-tail keywords for which your website is ranked, with all the basic information to analyze the keyword from different strategic aspects and launch “keyword actions” and “URL actions” (available from the hamburger menu).

Use the sidebar to set the filter based on search volume and develop a winning strategy on high-potential terms. In this section, as well, you can set the table view by page and not by individual keyword: just drag the URL column to the top section of the table.

Distribution

Within this section you can analyze the distribution of your Project site’s keywords, that is, how and how often they are ranked within the first five Google pages. Here is an example screenshot:

The first bar graph shows the values by number of keywords in the search engine pages: the first page results are detailed and indicate precisely the keywords present between the first and third position, those between the fourth and sixth position and, lastly, the keywords present between the seventh and tenth position. In other cases, however, the bars unite all the keywords present on the referring Google page.

The pie chart, on the other hand, shows the distribution of keywords in terms of percentage. You can also use the timeline to select a date, so you can check how the distribution has changed over time.

The chart below allows you to focus on the historical distribution of keywords by following the trend of the lines, which have different colors based on the Google page they refer to. Again, you can select any date range you like over the past two years, where the data is present.

At the bottom of the page we have the data available in tabular form, marked by the last 7 weekly project updates.

Niche Keywords

In this section SEOZoom shows the list of all the Sectors inherent to the project site “identified” by Google, specifying for each one the total of related keywords placed.

In the dashboard at the top there are four boxes, from which you can check the information related to the currently selected individual sector/category:

• Overall Ranking: the site’s position in the Overall Ranking for that sector (for the individual sector/category selected).
• TZA: the Topical Zoom Authority related to the sector (for the individual sector/category selected).
• Search Volume: the total search volume of your site’s keywords placed in that industry (for the individual industry/category selected).
• Keywords: the total number of keywords on your site that are placed in that industry (for the individual industry/category selected).

You can browse the left menu and check how many and which keywords belong to the different sectors, and how they are positioned; you can also delve into the topic of Sectors from the dedicated tool -> Niche Investigation -> https://sz2020.seozoom.it/keyword-research/keyword-niche .

In the right table we find the analysis of keywords by Sector, with columns useful for the analysis:

• Pos: the SERP position of the site under analysis for the indicated keyword.
• Volume: the average search volume.
• Intent: the type of prioritized search intent.
• Features: the features present in SERP.
• Average CPC: the average cost per click.
• URL: the Page of the site positioned for the selected keyword.
• Seasonality: graph of search volume on a monthly basis, which allows you to find out at a glance if the keyword is subject to a seasonal type of variation.
• KD: Keyword Difficulty.
• KO: Keyword Opportunity.

At the end of each row, then, you can find the hamburger menu from which you can launch a series of more in-depth analyses on the keyword or page.

Social Opportunities

“Social Opportunities” is a tool designed to help you identify those keywords specific to your industry that not only drive traffic to your site, but are also valuable to your social media presence. More specifically, it allows you to discover which keywords are generating Top10 ranked results in Google SERPs from social platforms such as Facebook, Instagram, YouTube or Pinterest, in addition to traditional sites.

“Opportunities” are identified through a competitor analysis of the project site you are working on: this can be fully automatic (if you have not added any competitors in the project settings) or somewhat guided (if you have manually entered known competitors, also shown in the table above). In the latter case, the data will be much more accurate and relevant to the scope of your site’s activity, reducing the possibility of finding “false positives” (such as only partial competitors, which therefore also lead to the inclusion of off-target keywords for your interests).

In the general table of the tool you will see a range of useful information such as the social platform or UGC that has a top 10 result for the keyword, global and specific traffic volume for the social result, search intent identified by Google, seasonality of searches, and Keyword Opportunity and Keyword Difficulty values. Using the left column, on the other hand, you can filter the analysis by the type of social media or UGC site you are most interested in, so you can focus on a specific channel or content type.

This information gives you valuable insights for a more effective multichannel content strategy: thanks to “Social Opportunities,” you have the opportunity to expand your output by leveraging social platforms that Google considers relevant to your keywords. This will allow you to diversify your content, focusing on multimedia formats that can increase your visibility and intercept a wider audience. At the same time, you can strengthen your presence on keywords and increase your organic visibility by investing in the creation of multimedia as well as text content geared toward the social media favored by Google.

Google FAQ

Google FAQ allows you to see all the questions users ask about the content your website covers.

To be precise, it lists all the questions that appear in the “People Also Ask” box of Google SERPs in correlation with each keyword for which your site is ranked in the top 10.

This way you can discover common issues and frequently asked questions from users, so you have a detailed overview of their needs that you can take into account to enrich and improve your content.
In fact, thanks to Google FAQs, you can see right away whether your content meets the real needs of users doing Google searches. With this information, you can optimize your web pages to make them of higher quality and more relevant to people.This tool helps you structure your articles perfectly, answering users’ questions and concerns directly and increasing the likelihood of providing comprehensive and relevant answers to users’ searches.