Tuesday, July 30, 2013

How Google’s Keyword Planner Differs from the Old Google Keyword Tool

How  is Google's Keyword Planner different from the now obsolete Keyword Tool?

One of the exhilarating things about being an SEO is how fast and often things change. As most of you already know, Google's Keyword Tool has been retired and replaced with the Keyword Planner. Here is my take on what changed and some tips on getting down to the information you need. Please leave your comments and suggestions. I'd love to hear what you think about this change.

Key Differences between the Keyword Tool & Keyword Planner:


    1. Keyword Tool's default results showed broad match statistics. Keyword Planner's default is for exact match statistics. [see Tip #1 below]
      Single matchbook
      Exact Match Results

      Collection of matchbooks
      Broad Match Results


    2.  Keyword Tool showed statistics for desktop & laptop searches only. Keyword Planner shows search statistics across all devices.
      Laptop and desktop computers
      Statistics for Searches from Desktops & Laptops Only
      Versus                Multiple digital devices
                                           Searches across all devices
    3. Keyword Tool showed local & global monthly searches. Keyword Planner shows average monthly searches based on your specific Adwords targeting settings.    
      Flags of the World in a globe shape   Versus     American Flag

    4. Keyword Tool showed "Approximate Cost-Per-Click." Keyword Planner shows "Average Cost Per Click" and claims the data will be more accurate. I would love to hear your opinions about that!

The following columns once available in the Keyword Tool have been removed:

    Expired Stamp
    • "Ad Share" - Note: Google says it is working on something to replace this, but there's nothing there yet.
    • "Search Share"
    • "Local Search Trends" [See Tip #2]
    • "Extracted from Webpage" [See Tip #3] 



A Few Tips on using the new Keyword Planner:

    1. The only way to see traffic estimates for broad and phrase match is to add a keyword to your "Keyword Plan" and review traffic estimates there. You can no longer do research without logging into a Google Adwords account. If that chaps your hide, try some great alternatives to Google's Keyword Tool:  Wordstream's Keyword Tool, UberSuggest, SEMRush, SEOBook's Keyword Tool

    2.  The only way to view search trend data by month is to either scroll over an icon (which is impossible to share) or to export your keywords. To export, click the "Keyword Ideas" tab and then the download icon in the upper right of the dashboard. Select :Segment statistics by month" and "Excel CSV."

    3. Biggest Bummer: You cannot select specific keywords and download just those to Excel. You have to download the whole lot of them and sort through them in Excel.
      Mr. Yuck Face
Now, let me know your thoughts in the comments. What do you think of this change in Google? What do you use for keyword research?

Tuesday, July 16, 2013

10 Speakers I'd Love to See at MozCon in 2015 & Why!

MozCon 2014 was an amazing event. I was a little worried that after my euphoric reaction to MozCon 2012 that there was no way my second or third MozCons would live up to the first one. They both did and more. What was most delightful was that on my survey after  the 2012 event, one of the questions asked what speakers I would most like to see the following year. I think I put down 2 names (I'm sure there's a Mozzer somewhere who can verify this):

Avinash Kaushik
Hugh MacLeod

It was such a delightful surprise to find out that Avinash, someone who I've idolized for years, would be a speaker. Let me tell you, he did not disappoint...one of the most impassioned and entertaining presentations I've ever heard, anywhere, ever.

So, knowing that Moz would be sending out another survey this year, I had already been thinking about who I'd most like to see and hear speak at MozCon 2014. Here's my list. It's in no particular order, but hopefully it inspires you to check these people out because they all bring something different to the table.

Plus, at the end of this post is a survey. Vote for your favorite on this list or write in some suggestions of your own. I'll publish the results on my blog and send it on to the folks at Moz!

Brian Solis

Brian Solis - Brian is the author of Engage and The End of Business as Usual. He has his finger on the pulse of how people, indeed all of humanity is becoming part of the digital world. His insights are interesting, thought-provoking and would add a great element of discussion to Mozcon. What I really like best about Brian is he seems to be a keen observer. His mental notes about how different people, cultures and countries are interacting with the Internet are a good reminder (especially for Americans) that other countries are leading the charge...and they probably aren't who you think they are.

Nancy Duarte

Nancy Duarte - Nancy is the goddess of how to create a masterful presentation. Putting together a presentation that goes beyond bullet points and actually elicits emotions and creates  connections with our intended audience is crucial to being able to win over the hearts and minds of people we hope to influence. One of the recurring themes at this year's and even last year's MozCon was how to perfect a pitch and get the budget for projects. With presentation skills as crazy good as Nancy's, I imagine achieving those things might be a whole lot easier.

Manish Chowdhary

Manish Chowdhary - This is more of a personal recommendation. Manish is the founder and CEO of GoECart.com, a very interesting eCommerce platform. He has presented  to my company about 5 times now as we are considering GoECart for a complete "re-do" of our Web store. His passion and knowledge about a company and industry he clearly loves is inspirational and an example of what startup CEOs must learn how to do in order to build their businesses.

Ginny Redish

Ginny Redish - Goddess of conciseness and beautiful writing on
the Web. May we all aspire to convey our thoughts in a digital world as well as Ginny can do it. She could teach all of us "verbose" marketers a lesson or two. It is only fitting that what I say here is concise and encapsulates what Ginny is capable of sharing at an event like MozCon: She's awesome.

Waiting for Your Cat to Bark

Bryan & Jeffrey Eisenberg like David Meerman Scott are great advocates of new media and how the Internet and the ability for consumers to collaborate has turned marketing on its head. Their book, Waiting for Your Cat to Bark is an informative and entertaining read, and most noteworthy is the fact that these brothers managed to get their books on the New York Times Best Seller list without going through traditional media channels.

David Meerman Scott

David Meerman Scott - To me at least, David is the father of new media marketing. It's no coincidence that his flagship book is titled The New Rules of Marketing and  he was one of the first to communicate how consumers  are now the ones in control. His book might be considered "old" now but there are a lot of people who attend MozCon that probably need to convince their companies to wake up and smell the customer reviews (if they've even gotten this far)! I also just discovered that a new 4th edition of the book is now out an I would suggest to anyone who's never read his stuff, or who has the older edition, to step up and buy the new version.

Hugh MacLeod

Hugh MacLeod - Hugh is one of my all-time favorite cartoon artists and I think it's super cool that he also owns a vineyard. I
want him to come to Mozcon and draw a cartoon for the MozCon 2014 t-shirt and go out and drink wine with all of us...and of course share his quirky bent on the world, marketing and how ridiculous we all are.

Marty Neumeier

Marty Neumeier - As far as I'm concerned, absolutely everything you need to know about great branding you can learn from Marty's two books: The Brand Gap and Zag. Both of these you can read in a few hours and take weeks, months or even years to absorb. I think his ability to concisely communicate amazing information would make Ginny Reddish very happy. He strikes me as a guy with guts. I admire that. I'd love to hear him speak.

Seth Godin

Seth Godin is one of those authors and inspirational people that I just feel like I want to have the chance to meet at least once in person. His fire is clear. His passion is unquestionable. He is without a doubt a thought leader and deserves that title. Yet, somehow, I don't know that he would call himself that. He would probably "Zag" and choose something far more unique and provocative!

Robert Cialdini

Robert Cialdini - I started reading the revised version of Influence: the Psychology of Persuasion just two days after receiving a free copy from Wil Reynolds at MozCon 2013. I couldn't put it down. If you are a marketer and you haven't read this book, you need to go to your computer right now (oh wait, you're already there! lol) and just go to Amazon and order a copy for God's sake. Plus, he's a professor at ASU where I did my Master's degree in music, so that gives him bonus points in my book.

Now it's your turn. Take the survey. Cast your vote or suggest someone who's not on my list:

What do you think of my list? Leave a comment!