A copy of the internal slide deck Rand used to pitch Moz for the keyword research tool project, Keyword Explorer, in April of 2015.

1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Keyword Explorer
Internal Pitch Deck:April 19, 2015

2. Why
Keyword Research?

3. #1: Keyword Research ToolsAre Much Less
Competitive Than Links & Rankings
A very large percentage of SEOs use
AdWords as their only keyword
research data source.

4. AdWords Hiding Data Spells Opportunity for Those
Who Broaden their Keyword Sets

5. AdWords Hiding Data Spells Opportunity for Those
Who Broaden their Keyword Sets
Clearly, they have
search volume…

6. Google Suggest + WildcardsAre Rarely Used

7. Related SearchesAre Also Underutilized

8. As is Google Correlate

9. ManuallyExtractingTopics, Interests, and Languagefrom Online
Discussionsor CompetitorsIs HardestofAll

10. Free Tools Like UberSuggest & KeywordTool.io
Do Some Expansion
But these tools don’t have the features or
functionality to be a real solution; they just bolster
AdWords for the SEOs who use them

11. Paid Tools like SEMRush and Wordtracker
closely mirrorAdWords’data

12. None of these tools are designed to help with
the process of actually building and vetting a
keyword list.
Brainstorm KW
Ideas
Research &
Expand List
Refine & Filter
List
Match List to
Existing Pages
Determine What Needs Building vs.
Old Pages to Optimize

13. #2: Keyword Research is the
Most-Performed Task in the
SEO World
While keyword demand isn’t a
perfect proxy, there’s likely more
people regularly doing keyword
research than any other single
SEO task.
FYI:

14. #3: Moz may be able to access/combine unique
data that others cannot/will not
Rankings Data Mozscape Data Search Suggest Data
AdWords Data Anchor Text Data SERP Features Data

15. How Will We Be
Uniquely Valuable?

16. 100 Million
Keywords
Crawled from
AdWords Retrieve Search
Suggest Data for
Each
Retrieve Related
Searches Data for
Each
Base Corpus of 2B+
Keywords
We can build a large, useful database of
keywords and keyword mappings

17. Initial
Search
Term
Suggestions from Corpus
For each on-demand query, we can add more
value by collecting additional data
Extracted KWs from Pages
Ranking in the SERPs
Anchor Text Phrases those
Terms Appear In
KW Diff Score
Opportunity Score
KW Volume
Bucket Estimate
List of KWs with:
Mentions via FWE

18. Initial
Search
Term
We can store and save lists of exportable
keywords for customers
List of Chosen KWs w/
accompanying metrics
Saved Lists of
KWs for Export
Or CSV
Importable into
Moz Analytics

19. In the future, we may have new data sources for
keyword suggestions and opportunity
consideration:
KWs from anonymized
clickstream data
List of Keywords Your
Competition Ranks For
Keywords extracted from topic
modeling analyses
Percent of traffic sent by given
ranking position

20. V1 Super Rough
Concept

21. Moz Keyword Explorer
Enter a Keyword: e.g. venn or “venn diagram” Search
+upload multiple terms
My Saved Lists

22. Moz Keyword Explorer
Enter a Keyword: e.g. venn or “venn diagram” Search
Keyword Ideas
My Saved Lists
venn diagram
venn diagram template
venn diagram maker
venn diagrams
what is a venn diagram
venn diagram worksheet
venn diagram generator
blank venn diagram
triple venn diagram
+
+
+
+
+
+
+
+
Volume Estimate
0-100
101-500
501-1,000
1,001-5,000
5,001-10,000
10,001-50,000
50,000+
Also on this page we’d
probably offer the initial
SERPs analysis view ala
KW Difficulty

23. Moz Keyword Explorer
Enter a Keyword: e.g. venn or “venn diagram” Search
Rand’s KW List:
My Saved Lists
venn diagram
venn diagram template
venn diagram maker
venn diagrams
what is a venn diagram
venn diagram worksheet
venn diagram generator
blank venn diagram
triple venn diagram
Volume
0-100
101-500
501-1,000
1,001-5,000
5,001-10,000
10,001-50,000
50,000+
Opportunity
High
Medium
Low
Difficulty
76%
58%
44%
Analyze
SERPs Analysis
SERPs Analysis
SERPs Analysis

24. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Let’s Build This Bad Boy!