Specifically we’ll be covering:

(1) What commerciality is and why it is so important
(2) How keyword commerciality is calculated
(3) How to find high commerciality keywords using Market Samurai

Commerciality is a measure of the potential profitability of a keyword phrase.

A good way to understand this concept is to imagine that each keyword phrase is like a pipe that has a certain amount of monetary flow that you would like to tap into.

A high commerciality keyword is like a wide pipe that has a strong monetary flow. If you successfully tap into a high commerciality keyword, you have the potential to generate a large amount of profits.

A low commerciality keyword on the other hand is like a narrow pipe that has a weak monetary flow. If you happen to tap into a low commerciality keyword, you will most likely only generate a small amount of profits.

Here’s why the concept of commerciality is SO important.

Imagine that after setting up your website, you do some keyword research and find a keyword phrase that passes the first three Golden Rules.

(1) It is relevant to your site
(2) It has high levels of traffic
(3) It has an acceptable level of competition

You then optimize your website for this phrase and manage to obtain the Number 1 spot in Google.

As a result, your website attracts a large number of visitors each day.

The only problem is that no one seems to be interested in buying anything.

One reason for this is that you may have unintentionally targeted a phrase that has a low level of commerciality.

Before you select a phrase to target in your online business, it is therefore very important to check the commerciality of the keywords you are investigating.

So let’s head over to Market Samurai to see how this works.

Here’s my list of keyword phrases relating to dog training.

The first thing I’d like to discuss is Adwords Cost Per Click, so let me just come up here and click this checkbox.

In order to understand what these numbers mean, we first need to take a quick look at Google Adwords.

Whenever you do a search in Google, you’ll notice that to the right of your search results, there are a collection of small advertisements.

Each of these ads has been set up by an advertiser in order to generate leads to their business.

Every time someone clicks one of these ads, the advertiser pays Google an amount of money in exchange for getting a new visitor to their website.

Since there are a lot of advertisers bidding for the top ad positions in Google, the Adwords system becomes similar to a stock market for business leads.

Over time, as more advertisers bid for the top spots, this ‘market’ determines what each keyword phrase is actually worth.

The reason this works is because, advertisers generally want to make more money than they spend.

So if they are spending $3.00 per click in Adwords, it’s because they can, on average, obtain more than $3.00 from each visitor to their website.

Coming back to Market Samurai, this Adwords Cost Per Click figure provides an indication of what the number 1 ranked advertiser is paying Google for each visitor who clicks on their Google ad.

Based on our stock market analogy, it is also an indication of the commercial value of each visitor as set by the global Adwords market.

Let me start by clicking on this column heading and listing my keywords from high to low value per visitor.

If you look here, you can see that the phrase ‘dog training courses’ has a value per visitor of $3.17, while the phrase ‘dog training shock collar’ has a value per visitor of $3.15.

Therefore in order to properly assess the commerciality of these phrases, what we really need to do is multiply the SEO Traffic value by the Adwords Cost Per Click value.

If you’re finding this a little confusing, please don’t worry – The good news is that Market Samurai will do this calculation for you automatically and makes assessing the commerciality of keyword phrases extremely easy.

All I have to do is come up here and click the SEO Value checkbox.

Market Samurai then displays a new column with the heading SEOV.

These SEOV numbers are calculated by multiplying the SEO Traffic values and the Ad Words Cost Per Click values, and in doing so it provides us with a great indicator of commercial value.

The next thing I can do is to apply an SEOV filter. To do this, I just come up here, click the plus sign and enter a value.

For this example, I’m going to use the value of $30. Why $30? Well, because SEOV is calculated using daily traffic, using a value of $30 will filter out any keyword phrases that do not have a commercial flow of at least $900/month.

Let me just sort my data by SEO Value by clicking on this heading and lets take a look at two of our results.

The top keyword phrase other than my original seed keyword, is ‘dog training shock collar’.

This SEO Value figure indicates that this phrase provides $526 dollars of commercial value to the number 1 ranked website in Google each and every day.

In comparison, if I scroll down this list, I can see that the phrase ‘dog training tip’ only provides a commercial value of $74 dollars a day.

If I was trying to decide which of these two keywords to target, I would be inclined to focus on ‘dog training shock collar’ because it has a much higher level of commerciality.

In other words ‘dog training shock collar’ is a wide pipe, while ‘dog training tip’ is a narrow pipe.

In the Internet Marketing world there is often a lot of focus on finding high traffic keywords, but at Noble Samurai, we’d suggest that instead of just targeting high traffic keywords, you should also look to target keyword phrases with high levels of commerciality.

This is a great way to maximize the return on investment of time and effort that goes into creating your online business.

So just to recap – in this video we saw that commerciality provides an indication of the monetary flow associated with different keyword phrases.

We saw that a useful way to calculate the commerciality of a phrase is to multiply its SEO traffic value by its Adwords Cost Per Click value.

And finally we saw how to find high commerciality keywords using Market Samurai.     

Example #1

Example #2

Example #3

Definition of a niche

Example of niches

Definition of keywords

Example

The role of keywords

Value of keywords

The Internet Eagles

Different markets, different results

Success factors

The difference between success and failure

Summary

In this lesson we’ll be exploring the process of Keyword Research. Specifically we’ll be looking at:

(1) Understanding the keyword research process
(2) The Four Golden Rules of keyword research
(3) How to use Market Samurai to generate a list of relevant keywords

A great way to understand the process of keyword research is to compare it with the process of panning for gold. In the days of the Gold Rush, prospectors would take their gold pans down to a river and scoop up a collection of rocks, dirt, and sand.

Initially they would discard the large rocks that were clearly not relevant and then they would swirl their pan to separate out the heavy gold from the lighter sediment. At the end of this filtering process, they would hopefully be left with a few nuggets of gold at the bottom of their pan.

The process of keyword research is very similar. You begin by selecting a niche to explore which is the equivalent of choosing a river to prospect.

You then generate a large number of keywords relating to your niche which is like scooping up a collection of rocks, dirt and sand.
Then you can use a tool such as Market Samurai to filter out the good keywords from the bad.

At the end of this process you will hopefully be left with a few ‘gold nugget’ keywords.

The obvious question then becomes – What are the characteristics of a gold nugget keyword?

Our analysis has led us to develop four golden rules for identifying the best keywords to target in your online business.

The four golden rules are:

(1) Relevance
(2) Traffic
(3) Competition
(4) Commerciality

A gold nugget keyword is highly relevant to the content on your website, it has a good level of traffic, it has acceptable levels of competition and has a high level of commerciality.

We’ll be exploring each of these in more detail, but for now, let’s take a look at the first golden rule – Relevance.

Relevance is something that many people often overlook in their excitement to get their business up and running as quickly as possible.

The fact of the matter is that if you target irrelevant keywords you may obtain a top ranking in google and you may even generate a lot of traffic to your website.

However, if the content of your website is not relevant to the keywords you’ve targeted, then the people who visit your site will probably not be interested in what they find.

In this scenario, you may end up with a lot of traffic and a big bill from your hosting company but very few sales.

It’s important to realize that the secret to online success is not just ‘Traffic’

The real secret is ‘Targeted Traffic’

So, according to the first golden rule of keyword research, you should always start by identifying the keywords that are most relevant to the content on your website.

Let’s take a moment now to see how this works in the real world using Market Samurai.

In this example I’d like to show you how to generate a list of keywords relating to a niche and how to refine your list to make it as relevant as possible to the content on your website.

To begin I’ll create a new project and I’ll use the well worn Internet marketing example of ‘dog training’

Now because I want to generate a list of keywords relating to my niche I’ll select the Keyword Research module.

And to generate my initial list of keywords, all I have to do is come over here and click the ‘Generate Keywords’ button.

I enter a captcha, and click the submit button.

Market Samurai then generates a list of keywords relating to my seed keyword ‘dog training’. Going back to out prospecting analogy, this is the equivalent of scooping up a pan containing rocks, dirt, sand and hopefully some gold nugget keywords.

Now as I mentioned, the first golden rule of keyword research is relevance.

Market Samurai provides you with several ways to improve the relevance of your keyword list.

The simplest way to eliminate irrelevant keywords is to scroll through the list and if there is a keyword that is clearly not relevant to you, just click on the cross icon to remove it from your phrase list.

For example the phrase ‘crate training’ is probably not going to be relevant to my dog training website so I’ll click the cross and eliminate that keyword.

You can also use negative keywords to eliminate all phrases containing a particular word that you’re not interested in.

For example, let’s imagine that I’m not interested in dog collars. All I have to do is

(1) Click on the word ‘collar’ (You’ll notice that the program underlines the word to show that it’s selected)
(2) Click on the cross ico

The word ‘collar’ is now listed in the negative keyword area and all keyword phrases that include the word ‘collar’ have been filtered out of my list. In this case 4 extra phrases have been removed.

One thing I should point out is that if you want to eliminate the words ‘collar’ and ‘collars’ with an ‘s’, you will need to add them as two separate negative keywords.

If you ever want to see the phrases that have been removed, you can come down here and click the Show Removed option.

The second way to improve the relevance of your keyword list is to identify positive keyword phrases.

This will eliminate all phrases except those containing a particular word.

For example, imagine that I was only interested in keyword phrases containing the word behavior.

All I have to do is

(1) Select the keyword ‘behavior’
(2) Click the tick icon.

The word ‘behavior’ is added to my positive keyword list and you can see that Market Samurai has now filtered out all of the keyword phrases except those that contain the keyword behavior.

The next way I can modify my keyword list is to add keywords manually.

To add a keyword, all I have to do is type it into the Add Keywords area and click the ‘Add Keywords’ button.

Now the next way to improve the relevance of my keyword list is to use the phrase length filter.

Let’s say for example that I’m only interested in targeting phrases that contain three or more keywords.

All I have to do is change the phrase length filter from 1 to 3 and you can now see that I’ve filtered out 32 keywords and all my phrases now contain at least 3 keywords.

For the sake of this example, I’ll just reset this to 1 for now.

This takes me to the Analysis panel. If I ever want to return to the generate keywords screen, all i have to do is click the Modify Keywords button.

We’ll be exploring this panel in much more detail in future videos but for now I want to focus on the final aspect of Relevance which is the Phrase To Broad Match ratio or PBR.

Google generally does a pretty good job in returning keywords that are relevant to our original seed keyword. However, occasionally Google returns the words in the wrong order. If I scroll down towards the bottom of this list you’ll see here that Google has returned the phrase ‘dog train’. In reality, it is much more likely that people are searching for the phrase ‘train dog’ rather than ‘dog train’

When Google returns misleading keyword phrases, the big problem is that sometimes, people can find these types of phrases and think they have found an untapped niche.

They then build an entire business focusing on a phrase like ‘dog train’ only to find that they do not obtain the results they were expecting because very few people are actually typing ‘dog train’ into the search engines.

To overcome this problem, we developed the concept of the Phrase To Broad match ratio. In a future video we’ll go into the detail of how PBR is calculated, but for now, the important thing to understand is that PBR is a way to eliminate those misleading and dangerous keyword phrases that Google can sometimes return.

So the first thing I’ll do is come up here and click the phrase to broad match checkbox.

The lower the PBR, the more likely it is that a phrase contains words in the wrong order.

As you can see here, the term ‘dog train’ has a PBR of 6% which means that it is not really a phrase that people are typing into the search engines.

In our experience, we’ve found that setting a PBR filter of 15% is a great way to eliminate any misleading keyword phrases. So I’ll just:

(1) Click on the plus sign next to Phrase-to-Broad
(2) Enter 15
(3) Click the ‘Refresh Filters’ button.

This should now eliminate any misleading phrases and leaves us with a high quality list of keywords which we can then analyze in detail.

So, just to recap,

In this lesson we introduced the 4 golden rules of keyword research and identified that gold nugget keywords have the following characteristics: They are relevant, they have good levels of traffic, acceptable levels of competition and high levels of commerciality.

We then looked at the 1st golden rule which was relevance and found that once you’ve generated your initial list of keywords, Market Samurai provides you with several ways to improve the relevance of your keyword list.

These include:

(1) Removing irrelevant keywords
(2) Using negative keywords
(3) Using positive keywords
(4) Adding keywords manually
(5) Using the phrase length filter

And finally on the Analysis panel – Setting a Phrase to Broad match filter of 15 to eliminate any misleading keyword phrases from Google.

As you can see, using these tools within Market Samurai you can generate a list of targeted keywords that are highly relevant to the market or niche that you’re exploring.

In the context of using Market Samurai, a keyword phrase permutation is simply a rearrangement of the words that make up the phrase.

The easiest way to understand this is to take a look at an example.

The phrase ‘dog training collar’ has 6 possible permutations:

(1) dog training collar
(2) dog collar training
(3) training dog collar
(4) training collar dog
(5) collar dog training
(6) collar training dog

As you can see each of these permutations is simply a rearrangement of the words in the original phrase.

Let’s now take a look at why these permutations are important.

Occasionally Google returns keyword phrases in a misleading word order. You can identify these phrases in Market Samurai by their low Phrase to Broad Match Ratio values. For example the phrase ‘dog train’ shown here has a PBR value of just 6% which indicates that these words are not commonly searched for in this order.

If you mistakenly target one of these misleading phrases, you can fall into the trap of spending weeks or months optimizing your website only to find that you receive little or no traffic. This is why we usually filter out terms with a low PBR value.

However, if you’re interested in digging a little deeper, you can sometimes uncover some great keyword phrases to target by investigating phrases that have a high level of SEO traffic and a low PBR.

Let’s take a look at an example to illustrate how this strategy works.

Once again I’ll start with the example of ‘dog training’.

First of all, I’ll access the keyword research module…

…and click the generate keywords button to generate a list of related phrases.

I’ll then come down and click the ‘Analyze Keywords’ button…

…and as you can see, I’ve chosen to display the SEO traffic and the PBR columns.

Now this time I’ll click on the PBR column heading TWICE in order to display the PBR values from lowest to highest.

As I scan down this list, what I’m looking for is a phrase that has a high SEOT value and a low PBR value. Let’s say – under 10%.

For example, let’s take a look at ‘dog training obedience’.

To examine this phrase in more detail, I’ll begin by coming over here and clicking this key icon, which gives me a new tab with the term ‘dog training obedience’ as the new seed keyword.

I’ll click on this tab and then…

…access the Keyword Research module again…

…and this time I’ll click the ‘Add Permutations’ button.

Market Samurai then generates all the permutations of the phrase I’m investigating.

Having generated these permutations, I can come down and click the Analyze Keywords button.

And with the SEOT and PBR columns being displayed, I can click the Analyze Keywords button to get my data.

In this example I can see that one of my permutations has a high PBR, and it seems to make logical sense that people would be searching for ‘dog obedience training’ rather than ‘dog training obedience’.

You’ll also notice that with the match type set to ‘broad’, all my permutations have the same SEO Traffic value, however, if I change the match type to exact, I can see the difference in traffic potential for each of my permutations.

The reason this is so important is that it allows me to identify the high traffic permutation and avoid these other low traffic permutations.

So let me just recap what we’ve done here.

We started with the seed keyword ‘dog training’ and generated a list of related phrases. Next, we dug a little deeper and identified a phrase that had high traffic and a low PBR value which was ‘dog training obedience’.

We then explored the permutations of this phrase and discovered that one of these permutations had a much higher PBR.

By doing this analysis we were able to identify that the phrase ‘dog obedience training’ would be a much better phrase to target than any of the other permutations.

We also avoided the trap of building our business around one of the low traffic permutations which might have been disastrous.

OK – Let’s now take a look at a second way to use the keyword permutations feature in Market Samurai.

Sometimes when you conduct a permutation analysis, you will discover that ALL of your permutations have a low PBR.

One possible reason for this is that there is a word missing in the phrase you are analyzing.

Targeting a partial keyword phrase can be just as bad as optimizing for the wrong keyword combination. Once again, you can spend lots of time, energy and money to build a website only to discover later that you’ve overlooked an important word.

Let’s take a look at an example so you can see exactly how this works.

In this example, I’m going to analyze the phrase ‘solid metal’.

So to begin with, I’ll access the Keyword Research module…

…and this time I’ll come over here and click the ‘Add Permutations’ button, and then click ‘Analyze Keywords’.

And now with the SEOT and PBR columns being displayed, I’ll click the ‘Analyze Keywords’ button to obtain my data.

As you can see this search term has an incredibly high SEO Traffic value but both permutations have an extremely low PBR.

Whenever you see this pattern of a high SEO Traffic value combined with a low PBR on ALL permutations, it is worth checking whether there is a word missing in your search phrase.

A good way to search for missing words is to use the ‘Google Search Keywords’ option in Market Samurai. To do this I’ll first click the ‘Modify Keywords’ button…

…and then I’ll come up here and check the ‘Google Search Keywords’ checkbox.

I can then come across and click the ‘Generate Keywords’ button. This will allow me to generate longer tail keywords associated with my original seed keyword ‘solid metal’.

And when the keywords come back, I’ll click the ‘Analyze Keywords’ button.

If I sort these results by SEO traffic, I can see that the phrase ‘metal gear solid’ has an even higher SEO Traffic value than my original seed keyword and more importantly a PBR of 100% which means this is a term that people are actually searching for.

This also suggests that the high SEOT values for the phrase ‘solid metal’ are actually due to the large number of people searching for the computer game ‘Metal Gear Solid’.

I can verify this by changing the match type from broad to exact.

And if I scroll down you’ll see that the SEOT value for the term ‘solid metal’ has dropped from a broad match figure of over 46000 to just 7!

Now if I’d targeted the term ‘solid metal’ thinking that I’d discovered an untapped niche, I could have easily spent a lot of time, effort and money optimizing my website around a phrase that was missing a critical keyword. But thankfully by investigating phrase permutations I can avoid making this kind of costly mistake.

The concepts we’ve covered in this video can be a little tricky to understand so let’s just take a moment to clarify the strategies that we’ve looked at and explain when you should actually use them.

If you come across a phrase that has a high SEO Traffic value and a low PBR, the first thing you should do is generate all the permutations of the phrase and analyze them to see if one of these permutations has a high PBR. This will allow you to identify the best word order of a particular phrase.

If when you generate these phase permutations, you discover that they ALL have a low PBR, then the next step is to check for missing words using the Google Search Keyword option which generates longer tail derivative phrases.

It’s important to realize that Market Samurai is a very powerful and open ended tool. By understanding concepts such as keyword phrase permutations, you will gradually develop the skill and intuition you need to explore a niche and find the best opportunities to target.

You’ll also be able to avoid the traps of optimizing for keywords in bad word order or targeting incomplete phrases, and this will give you a much better chance of long term success.

To begin with, I’d like to introduce you to a concept we call the ‘Keyword Tree’ which is a good way to visualize the framework necessary for building a keyword optimized website that attracts organic traffic.

Previously we discussed the process of identifying a theme keyword which becomes the main focus of your website. This theme keyword is equivalent to the trunk of your keyword tree.

We also discussed how to identify several category keywords which were related to your theme keyword and also had a reasonable amount of traffic and an acceptable level of competition. These category keywords make up the branches of your keyword tree.

Today, I’d like to introduce you to two additional types of keywords.

The first type are called Long Tail Derivative keywords

…and the second type are called – Semantic Long Tail keywords.

These keywords give your website greater breadth and relevancy and are equivalent to the leaves on your keyword tree.

So let’s take a look at each of these new keyword types in more detail.

In case you’re wondering what the term long tail actually means, a ‘long tail’ keyword is simply a phrase that contains several words. The more words in the phrase, the longer the tail.

Long tail derivative keywords are those that actually include the root keyword phrase. The easiest way to understand this is to look at an example.

Let’s say that your theme keyword was ‘sleeping bag’

A long tail derivative of this keyword might be ‘british army sleeping bag’.

As you can see in this example, the root keyword phrase ‘sleeping bag’ is contained within the long tail phrase which is why it is called a derivative.

Now semantic long tail keywords are phrases that do not contain the root keyword phrase exactly but are still semantically related.

So with the sleeping bag example, a semantic long tail keyword might be ‘mountain slumber bag’.

In this example, the initial keyword phrase ‘sleeping bag’ is not actually part of the long tail keyword phrase, but Google still sees them as being related.

The best thing about long tail keyword phrases is that the competition for these phrases is often lower. So if you write an article that specifically targets a long tail derivative phrase, you may have a good chance of ranking for that keyword.

The flip side of the equation of course is that long tail keyword phrases do not usually generate a great deal of traffic which is why you need to find as many of them as possible.

So coming back to the keyword tree, what you really want to create is a website that contains good quality articles that target your theme keyword, your category keywords and also a wide range of long tail derivative keywords and semantic long tail keywords that are relevant to your business.

Over time, as you continue to grow your content base and your link network, you’ll develop more authority in your chosen niche and subsequently attract more traffic.

So now that you understand what long tail derivative keywords and semantic long tail keywords are, lets take a look at how to use Market Samurai to find these important keyword phrases.

What we need to do is to conduct another round of keyword research for our theme keyword and each of our category keywords.

This time however, we’ll be using different search settings and different filters in order to find the long tail keyword phrases that we’re looking for.

So lets take a look at the sleeping bag example from start to finish.

I’ll begin by creating a new project

Next I’ll enter sleeping bag as my initial seed keyword and then I can come over here and click the create button.

Now I can click the Keyword Research icon to begin my search.

The first thing I want to do is to generate a large list of keywords so that I can find as many long tail phrases as possible.

So in the Keyword Sources area, I’m going to make sure that the Google Synonym tool is checked and that I’m including the additional keywords.

Now, this time, because I’m looking for long tail keywords, I’ll come down here and include ‘Google Search Keywords’ as well.

To generate my keyword list, I’ll just come across here and click the ‘Generate Keywords’ button.

Market Samurai then brings back a large list of keywords. You’ll notice that by checking the Google Search Keywords checkbox, I’ve managed to bring back 615 related keywords.

To explore these keywords in more detail, I’ll just come down here and click the Analyze Keywords button.

Now my next step is to filter these keywords to find the long tail derivative and semantic long tail phrases that I’m looking for.

The first filter I’ll set is a Phrase to Broad Match filter to ensure that I eliminate any potentially misleading results. I’ll use a filter value of 15 which should limit my results to terms that people are actually searching for.

Next, I’m going to add an SEO traffic filter. You may recall that when we were looking for our theme and category keywords, we set this to 80 to make sure that our main keywords had a reasonable amount of daily traffic.

This time however, we’re interested in finding a large number of keyword phrases that have a small amount of traffic and low competition. So, I’m going to set my SEOT filter to 10. This will allow me to see keyword phrases that generate at least a small amount of traffic each day.

And now having set these filters, I’ll come across here and click the Analyze Keywords button to bring back my SEO competition data.

Now I’m going to set my SEO competition filter to 30000 because I am still looking to identify keywords that have a low level of competition.

You’ll now see that Market Samurai has isolated 107 keyword phrases that I can use as the basis for additional content, and having a quick look down this list, many of these terms appear to be long tail derivatives of my initial keyword ‘sleeping bag’.

So just to clarify, the main differences between this search and the search we conducted previously are first, that we included the Google Search keywords and second, that we reduced our SEO traffic filter from 80 to 10 which allows us to see the long tail keywords we’re looking for.

Now you may be wondering which of these long tail keywords you should target first.

The answer is – the ones with the least amount of competition which are still relevant to your website. A great way to find the best long tail derivatives to start with is to click the SEOC column heading which sorts your results from low to high competition.

So looking at this example, the term ‘coleman colossal sleeping bag’ has an SEOC value of just 101.

If I was to write a good quality article that specifically targeted this term, I’d stand a pretty good chance of ranking well in Google and may be able to achieve a number one ranking in which case I’d probably receive around 20 extra visitors per day.

Now this may not seem like much, but if I continued down this list and created content to target each of these long tail derivative and semantic phrases, you should be able to see that these small amounts of traffic would quickly add up.

And because these long tail phrases are all related to my niche, as I gain traffic for these phrases, I’ll gradually develop more authority for my theme and category keywords.

I hope you can now see the true power of using Market Samurai to find long tail derivative and semantic long tail phrases related to each of your category keywords and your theme keyword. By creating content that targets these keywords, you will gradually build an effective keyword tree that attracts more and more organic traffic to your website.

So just to recap, in this video we looked at the Keyword Tree which is a great way to visualize the structure of an effective website.

We explored long tail keywords and found that there are two main types.

(1) Long tail derivative keywords which contain our root phrase
(2) Semantic long tail keywords which do not contain our root phrase

And finally we saw how to find long tail keywords using Market Samurai by including Google Search Keywords as a keyword source and lowering our SEO Traffic filter to 10.