Marketing Nerds, I'm joined by Mike Roberts, founder and CEO of, a popular keyword research tool. We talk a bit about where the concept of came from, how it evolved, and some of the unique ways you can use the information from the tool to improve your marketing efforts. sf-do screens Here are some transcribed excerpts from our discussion, but be sure to listen to the podcast to hear it all: What is? You can go to and type in any website and see all the keywords they have ever bought from Google. You can see all of their organic keywords and how they've changed over the past 10 years. You can identify any type of Google algorithm change and how it affected a website.
changed their advertising content and keyword groups to achieve the highest conversion rates. Ultimately, the goal is to spy on your competitors and find out their secrets. A lot of times we focus on like, Well, this guy is my direct competitor across the street. Or you're at Search Engine Journal, so. Often what you really want to look for are people you look up to. You want to look at the ones that are performing targeted email list well or growing fast. From your perspective, a competitor that you might not think of would be, like or or Quick Sprout, which have very good content marketing campaigns. You can review their content and try to find their best evergreen content and see if you can improve it.
somehow advanced or people should be using. is used to spy on your competitors and download their keywords. This is at the heart of our model. Right? Everyone knows for this. The reality is that if you really want to be successful, you have to look at what has worked in other people's campaigns. The thing is, we have all of campaign history, meaning everything they've ever done on , we have for almost 99% of the domains. We have been collecting data for four years longer than they are a company. As a result, we have their very first ad they've ever run on Google. Then we have all the tests they've ever run, each split test. We have their A, their B, their C, their D, all the way through to their first keyword.