Michał Suski
August 13, 2019

How to use Keyword Analyzer

Updated 12.12.2018

Content optimization is a complex task, which, due to lack of tools, most of the times is based on gut feeling and experience. We introduce Surfer which opens the gate to optimization solely based on data and facts.

How to use Keyword Analyzer

To start, just type your keyword in the main input of the dashboard and hit enter. You can choose between mobile and desktop. Pick search location by clicking on the flag or country – results will accurately match real search from given location.

You may go with the full analysis which add Google bot screenshot of each URL, it will make analysis slightly slower.

If you can’t see your location, don’t worry, just drop us an email on [email protected] and we will add it immediately.

Analyze your main focus keyword

Tool overwiew

If you did not have a chance to watch the video embeded on the top of the article – I strongly recommend scroll up and watch it! It explains how to move around the tool, explains the interface and main features. Prefer reading? Let me explain Surfer!

Structured ranking factors

On the left hand side you will find a menu that consist of segments. Each segment contains ranking factors that can be displayed on chart. You can show more than one factor at once.

This way of navigation makes analysis easier to do since you don’t have to scroll all the way down to check what you need.

Three segments

Structure: all about the content. You will find there whole body, headings, paragraphs, meta tags and alt attributes.

Special segment within structure – on page links

You can check how many internal or external links appear on each website. It may help you find strong (because it’s ranking top 48) linkbuilding opportunities and check how wide is competitors internal linking structure.

Quality: easy to read pagespeed metrics. Make sure that your TTFB and Load Time is lower than your competitors!

Media: you will find there only images count at the moment.

Double Y axis allow to display two factors at once

Chart view

Most important place at this point. It displays data about each website. Y axis shows selected factor count for example word count and X axis consist of each website sorted by SERP order. Now you can find correlation between selected factor and it’s impact on rankings.

Chart may show more than one factor. If you want to check if keywords count raise along the word count – just add two factors.

Hovering chart will tell you which URL are you looking at.

You can also highlight any result on the chart by clicking this icon next to the URL.


Table

The section below the chart contains SERP and semantic data. Scroll down to find your URL in results. Can’t see it? Hit the custom url input, provide your URL and hit scan. Recrawl your page and observe your optimization results!

SERP view

All results listed in SERP order. You can see real meta title and description displayed by Google, highlight url or even exclude it from the chart. There are three another features available in this view.

A icon to spy competitors content

Click [A] icon to show a modal with your competitors headings and strong & bold content. It’s helpful when looking for some inspiration.

Chart icon to highlight URL

Hit the chart icon if you want to compare an URL with the rest on chart. You can highlight only one URL at once.

Eye icon to exclude URL

You don’t want to compare with directories when writing a blogpost huh? Exclude pages that are not your direct competitors to make sure that you analyze webpages that really matter in your case.

Google Bot Screenshot

Full analysis takes a screenshot all the way down of each website. You can use it to find rendering issues. Here is an example of our landing: https://storage.googleapis.com/surfer-screenshots/page-1439677.jpeg

Audit with True Density

Audit is a predefined set of factors that compares top 5 pages to any page you want. It will tell you where you are off and how to fix it. But remember! It’s just a simple math, every case is slightly different, if you see something weird – review it on chart analysis.

Audit consists of a segments which group factors:

  • True Density (click to read more)
  • length,
  • exact keywords,
  • partial keywords,
  • page structure (number of elements),
  • meta,
  • TTFB,
  • load time.

Check an example audit here.

True density is the most important thing in audit. It will tell you which terms you are missing as well as overoptimized. The first actionable task to start optimization is there.

Surfer audit will warn you or show an error when audited page is way off the top 5 pages. Fix your warnings and errors to raise performance of your content.


Semantic analysis

Surfer is able to show popular words and phrases for each result and find common words and phrases across the top 10 results. Let’s see how it can help you.

Find main focus of each website and make sure that you cover each topical segment within this query. Extract popular words and phrases from top performing results to prepare the most comprehensive article.

Common words and phrases

Last but not least powerful feature that fixes content gap. Surfer finds words and phrases that are common within top 10 pages and sort it from the most common words appearing on each URL from top ten to four out of ten. All of those are important and using as many as possible pays off.

Both Common and Popular terms are combined to get Prominent Words and Phrases section. This is what makes the core of the content you are optimizing. 

Now you are good to go. Optimize your content and watch your rankings grow!

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