How to Use Our Keyword Tools


An industry friend recently said to me; “by the time you get round to writing the how to, it’ll be out of date”. It’s funny how you get so immersed in building something that you lose sight of the obvious things. Perhaps one mind only has the capacity to work with a fixed amount of variables, and for me, those variables have been so focused on engineering and testing that marketing took a back seat (the irony).

Building and launching a keyword tool has been an incredible experience. Not that I use past tense lightly, there’s much left to do but all-in all I think what we’ve achieved here is pretty cool.

Anyway – it’s time to get started on writing about, and improving documentation for our product. This post is all about how to make best use of our tools, by segmenting your keyword lists, making categories and creating filters.

A quick how to on keyword categories

create a keyword category buttonLet’s imagine for a moment that you’re an SEO company. What types of keyword might be of interest to you? Location based search? SEO consulting product terms? CRO? Social Media? How about searches for your own brand terms (and variations of those). I’ve spent ages, days (and sometimes weeks) working with large lists of keywords, rankings and search volumes. It’s laborious enough to collect the data, but categorising (with say, Excel array formulas) and lookups to combine ranking and search volumes is just a nightmare after even a few thousand keywords in Excel. It’s slow, crashy and painful.

There is so much value in grouping, categorising and ranking your keywords if you can find an easier way to get the job done.

Imagine you’re interested in learning about how people search for SEO agencies in some of the top UK cities. Creating a “location” based category is easy. Click the create category button to arrive at the category editor:

edit a keyword category

As you type in new markers (in this case, UK city names) the results list dynamically updates. You can sort the list by rank, volume or visits. Sorting and adding markers helps you to see new oppotunities, at least, keywords that could lead to new opportunities.

Click suggest on any of the more interesting keywords to expand your category:

expand keywords lists

Select any of the keywords you’d like to add to your project and the tool sets about automagically capturing the data.

I’d like to add keywords in bulk

No problem. One suggestion would be to grab a list of your most important keywords from your favourite rank checker, Think Pragmatic’s UberSuggest,, Wordstream’s Keyword Suggest Tool,  or pretty much any technique that can generate you a list of keywords.

I like Mergewords a lot, because you have precise control of the keyword list you’re generating. Simple, and smart.

manually add new keywordsPaste in those keywords

Note that right hand column in the screenshot? That’s a list of travel destinations, perfect for a category named “travel destinations”.

Generate your keyword list and paste them in to the “manually add new keywords” tool.

Duplicates are removed and as soon as you add the keywords, we start to populate the category with all of the juicy keyword data:

adding new keywords

Take an hour to really work with the tool

Working inside the tool is an iterative process. It’s been designed to compliment the SEO process, and to work with you answering questions as you come up with them. At first glance though, the default, uncategorised view (after first creating a campaign) can appear daunting at first. Work with the tool though and it’s not long before your first categories are right in front of you and the penny has dropped.

Export your data and create awesome pivot charts

Ok, I owe Claire a write up on this topic. At the core of every keyword category in this tool is the data you need to confidently create a new content category and sub category based architecture. That’s definitely a different post (it’s coming soon!). In the meantime, this step by step guide on how to create a pivot table (and chart!) should help you turn the exported data from this tool into great presentation fodder:

Beautiful pivot chart for your keyword research

Create an awesome filter

Want to see a list of keywords that rank on page 2, with search volume and analytics entries? No problem, create a filter like this:

create a filter

Thank you

Thank you to everyone using this tool, giving feedback, asking questions or generally saying really nice things. It’s exciting, challenging and invigorating and truly rewarding to be doing this. There’s a growing list of brilliant ideas and important changes to the messaging we use to help users understand the tool and get the most from it. Thank you!

Image credits:
Adam Selwood


  1. Jake Langwith

    This is a great tool Richard. Its simple to use and very informative. Love the Google analytics integration and how you can edit out categories etc. I’d recommend this to anyone in the industry.

  2. Adrian

    I’ve only just started using the tool but really like its simplicity and the different view it gives me of my keyword data. Thanks for making available.