A couple of days ago we started to explore the world of Bing keyword research tools. In part one of this post we played around with some of the more basic keyword tools from Microsoft's decision engine. Now it's time to dive deeper, so let's take a look at the more advanced tools Bing's has to offer.
People usually perform more than one search before placing an order. The search process is more complicated than this. Searchers will gather information about different products and manufacturers, compare prices, read reviews of other users and only then take action. Search Funnels helps you better understand the search behavior of your prospective clients and analyze the whole search process. This data will help you optimize your marketing strategy and improve your ROI.
Search Funnels lets you see what keywords people searched for right before or right after a specific query. Here's what the Search Funnels report looks like for the keyword Fender.
After running the search on Fender over 6% of searchers looked up a competing company (Gibson), 1.91% refined their query to search for a particular group of products – Fender guitars, and over 12% searched for online stores to compare the prices or find deals on Fender products.
What this data tells you is that before people choose to buy a particular product from a particular store, they do quite a lot of research on companies, competing products, prices, etc. If you provide them with all this information on your own site you'll greatly increase your chances to make a sale because the whole search cycle will start and end at your site.
The tool was designed to help PPC advertisers estimate impressions on their target keywords, but it can be used for SEO keyword research just as well. It doesn't provide you with keyword suggestions, but it gives you some insights on the traffic volumes and the users' demographic data.
The tool is pretty straightforward to use. You enter one or several keywords separated by semicolon and get a chart of historic impression records, forecasted impressions for 3 months ahead and the data on demographic distribution of keywords.
A big downside of the tool is that it only allows checking one-word keywords, and for some reason it shows the historic impressions for 2006 and the forecast for 2007. I'm not sure whether it's just me or the tool is really that outdated. I've contacted AdCenter support but I've yet to receive a reply from them.
Bing xRank shows you trending topics and search terms. The tool functions similarly to Google Trends but focuses more on celebrities, bloggers, politicians, etc. while Google Trends has a more general nature. When you head over to xRank you get a list of top xTreme movers, i.e. the most popular search terms at the moment, as well as trending topics broken down by categories.
The data provided by xRank differs greatly from the popular terms in Google Trends so you can find additional search terms to target here.
AdCenter Keyword Research tool is the analogue of AdWords Keyword tool designed for PPC advertisers on Bing. To use this tool you'll need to set up an AdCenter account if you don't have one yet. It's quite easy and doesn’t involve any upfront fees, so there's no reason not to get one. Once you have your account, log in and head over to 'Tools' -> 'Research keywords'.
The tool works pretty much like the one in AdWords: you enter your seed keywords or specify your website if you want to generate keyword suggestions based on your site's content and get a list of related keywords.
The tool generates the list of keyword suggestions and shows you how many people search for them on Bing each month (Searches). The tool also gives you data on estimated clickthrough rate and average cost-per-click which is more useful for PPC advertisers, but still can give you an idea of how stiff the competition for the term is.
Click any keyword to view the demographic distribution of the searchers: their gender and age group.
Hope you'll find these tools useful and will unearth some nice keyword opportunities with their help. Feel free to share your experience of Bing keyword tools in the comments; we'd love to hear from you.
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