Knowledge Base/Campaign/Keyword Tools

Keyword Manager

Alison Groves
posted this on October 19, 2010 09:47 AM

 

Keyword Manager

Campaign > Keyword Manager

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How It Works

Raven's Keyword Manager is where users can upload, organize and store the keywords that are important to your link building and PPC campaigns. There is no limit to the amount of keywords that you can store, which are organizable by tags and filters.

In addition to saved keyword phrases, Keyword Manager also displays Google AdWords search volumes and advertiser competition for each keyword, as well as the amount of active and requested links stored in Link Manager which have include a given keyword in their anchor text. If you have Google Webmaster Tools authorized, Keyword Manager will display Average Position data from that tool.

You can add new keywords directly through Raven, either entered individually or in bulk via CSV imports. This data can then be filtered, exported to CSV or reported with PDFs.

A Case Study

Let's say we have a new client with the campaign under URL schema-creator.org. The goal of our campaign is to increase their online presence through link building and other efforts, so we've added their domain to Raven as a campaign. Using Keyword Manager, we can begin to cobble together a directory of keywords for use with this domain.

The first steps of adding keywords may be as simple as clicking the Add Keywords button to manually add the most obvious phrases – brand names, products, companies and so forth – into Keyword Manager, but our list will be limited to our memory and creativity. More keywords can be discovered and added via Raven's Research Central tool by conducting domain or keyword research.

Once you've added keywords to Keyword Manager, you can then tag them to organize your keywords based on your own criteria and keep an eye on which keywords are being used most frequently as you begin your link-building efforts or which keywords have the least competition as you build your PPC campaigns.

Adding Keywords

Manually

  1. Navigate to Campaign > Keyword Manager.
  2. Click the Add Keywords button and add your keywords, one per line.

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  3. Add tags in the Tags field to associate all imported keywords with the given set of tags.

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  4. Click the Add button.

Keywords can be deleted from Keyword Manager by clicking the gear icon and choosing Remove from Manager.

Import CSVs

If you've already created a keyword list using Excel or other spreadsheet/data storage software, you can use the Table Options button to add your existing data into Keyword Manager.

  1. Navigate to Campaign > Keyword Manager.
  2. Click Tool Options > Import Data.

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  3. Click the Choose File button and browse to your CSV file.

  4. If desired, you could opt to Skip First Row by checking the box.

  5. Click the Add button to import your keywords.

Formatting Your CSV File

Download Sample.csv if you'd like a template for how to format your CSV import. At least the Keyword column must be present in the CSV file. A good strategy to ensure correct formatting is to use your favorite spreadsheet program and export your data as a .csv file using the specified columns. Alternatively, you can use a basic text editor like Notepad or TextWrangler. Here's an example of how your CSV file may look if opened in a text editor:

Keyword,Tags
"juggling","urgent, fun, Jason's clients"
"car wheels","Southeast, auto, Nate's clients"
"trees",,

Tip: Make sure there is just one line break between each row of text in your CSV file. In other words, there should be no rows of space in your CSV file. Wikipedia has a good overview of CSV files if you'd like more in-depth information on the format.

Bulk Removing Tags

In addition to adding keywords and tags with CSV imports, you can also modify existing keywords. In particular, you can make bulk changes to your keywords' tags by importing a CSV with keywords already being managed in Keyword Manager. Tags can be removed by appending a negative (-) to the existing tag that you would like to remove.

For instance, let's say you're managing several keywords with the tags "pending", "California" and "marketing." If you wanted to remove the "pending" tag when uploading your CSV, this is how your CSV file might look:

Keyword,Tags
"Amoeba","-pending, California, marketing"
"bridges,"-pending, marketing"
"how to dougie","-pending"

In all of these cases, Keyword Manager will remove the "pending" tag from your keywords without adding any new tags.

Add Keywords From Other Tools

When performing keyword or domain research in Research Central, users are sometimes able to add keywords directly to Keyword Manager from many of these tools, including AdWords, Keywords and Semantic. Keyword can also be added from Webmaster Tools Top Searches,  Webmaster Tools Related Keywords and SEO Metrics Top Searches. For more information on each tool and how they integrate with Keyword Manager, see their individual pages in the Knowledge Base.

Brand Segmentation

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If Brand Segmentation has been setup in Campaign > Settings a brand label will be displayed next to matching keywords or keyword phrases. For instructions on how to set up Brand Segmentation please refer to the Campaign Settings help document.

By default the system will display All Keywords, which include all Branded and Non-branded.To view the metrics for your branded keywords select Branded. Or Non-branded if you wish to view data related to non-branded keywords. 

Glossary of Terms

The following metrics are displayed alongside keywords added to Keyword Manager. Keep in mind that there can sometimes be a delay between when a keyword is added and AdWords data populates.

  • Avg. Rank (Google Webmaster Tools): If GWT is authorized in your Raven account, this column will show the average position for your domain for searches of that keyword in Google searches.
  • Visits (Google Analytics): The number of visits generated by searches of the keyword.
  • Chart (Google Analytics): A visual interpretation visits over the past 30 days. Hover your mouse over the graph to see the exact date range it is displaying data for.
  • Local Vol (Google AdWords): An approximate 12-month average of the number of user queries for the keyword according to Google. This metric factors in your country, language and match type preferences. Per campaign, you can alter your AdWords country or language in Campaign Settings.
  • Global Vol (Google AdWords): Global monthly search volume is the average monthly volume over the last 12 months across all locations.
  • Adv Comp (Google AdWords): Advertiser competition shows the number of advertisers worldwide bidding on each keyword relative to all keywords across Google.
  • Req. (Link Manager): The number of requested links in your Link Manager which contain the keyword phrase in their anchor text.
  • Act. (Link Manager): The number of active links in your Link Manager which contain the keyword phrase in their anchor text.

Organizing Data

Tags

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Click the gear icon next to a keyword to manually add a tag to a keyword. You can use Filter Sets to filter to all keywords with a specific tag. For details on how to bulk edit tags by importing a CSV, see the Formatting Your CSV File table above. You can manage tags across your account in Tag Manager.

Search Bar

When viewing keywords in Keyword Manager, you are able to filter links based on search criteria. Using the search bar, you can, for instance, only view keywords that include the phrase link building. The search field is not able to conduct boolean searches, but can be used to find keywords containing a particular word or exact phrase. Just enter your phrase and click Search to filter your results.

To return to the original listing, click the black X next to your search phrase.

Bulk Actions

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To use the bulk actions menu, select one or more keywords, make a selection from the Bulk Actions menu and then click the Apply button. You can add tags to multiple keywords at once, remove multiple keywords from keyword manager, export specific keywords to a CSV file or export a specific selection of keywords to a PDF.

Filters

Much like in CRM and in Link Manager, users are able to filter their data in Keyword Manager based on the table metrics. This includes Keyword, Visits, Local Volume, Global Volume and Tags.

Reporting and Exporting

Export to CSV

To export data to a CSV file containing keywords tags, you can use Tool Options > Export Data (Here's an example of a CSV with AdWords data and one without) or the Table Options icon.

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Export to PDF

You can create a PDF from the Table Options icon or by creating a report in Report Wizard.

Report Wizard

Add Keyword Manager data to your report.

1. Go to Reports > Report Wizard.

2. Create or edit and existing report.

3. Click on Keywords and select Keyword Manager.

4. Edit the module. You can edit the module title, limit the number of results, add a summary and rearrange selected columns. Furthermore, you can generate a report on any tags you have assigned to your keywords, filter sets you created and by Branded or Non-branded results. 

5. Click the Save Changes at the bottom of the reporting module.

6. Click the Run Report link to build a PDF report or click the Save and Close button. If you Save and Close, the report is saved for future use.

 
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