We have recently covered how Google is limiting the utility of its Keyword Planner and how Jumpshot’s data addresses these limitation by providing marketers with the actual consumer-entered keywords and granular search and click-through data. In this installment, we will venture further into Jumpshot’s keyword data to reveal how it provides you with capabilities that Google does not provide to anyone, even its large-scale paid search advertisers.

5 ways Jumpshot’s keyword data provides you with insights that Google does not

  1. Link organic and paid keywords to visits on any website

Backed by clickstream data from the largest consumer panel in the industry, Jumpshot lets you tie organic and paid keywords to clicks and landing pages. You can look at this from a number of different angles:

  • What terms are driving the most visits?
  • How are the most clicked keywords doing at driving further engagement?
  • Which type of keywords foster engagement, organic or paid?
  1. Analyze keyword share of clicks between organic and paid search for any domain

When you’ve facilitated an optimized path from search engine results to click and landing page, you should know about it so that you can amplify it. Jumpshot allows you to analyze search and click volumes by keyword for any domain.

For example, Jumpshot can show that Nike’s most popular keyword clicked is “nike” and the split of clicks between organic and paid for this keyword is 64 percent to 36 percent, respectively. Results like this can help you prioritize investments in SEO versus paid search.

  1. Uncover keyword share of voice across brands and domains

Jumpshot provides keyword click share data that shows you which domains are successfully attracting clicks from any key term, keyword, and keyword variant that you care about. You can use it to get a better understanding of the search landscape and identify opportunities to boost your own performance for the same terms.

The keyword click share data for the term “party decorations” indicates that you may want to emulate the SEO strategy of thepartypeople.com.au for this term because this site ranks second for search traffic for this keyword, despite spending nothing in paid search to get there. And, if you don’t have the time to pursue organic search, you may want to emulate wholesalepartysupplies.com who has made it to the top ten domains for the term using only paid search.

Top 10 most clicked-through domains for “party decorations” searches

# Domain Paid Share Organic Share
1 partypieces.co.uk 45% 55%
2 thepartypeople.com.au 0% 100%
3 partycity.com 59% 41%
4 orientaltrading.com 58% 42%
5 thebasewarehouse.com 0% 100%
6 pinterest.com 0% 100%
7 birthdaydirect.com 2% 98%
8 wholesalepartysupplies.com 100% 0%
9 birthdayexpress.com 3% 97%
10 partydelights.co.uk 100% 0%
  1. Mine on-site searches on any domain with site search capabilities

On-site searches are high intent moments. Jumpshot makes it easy for you to mine these searches at scale for any domain with Site Search capabilities. The feature lets you mine on-site search queries by total number of searches per keyword for thousands of keywords and compare the results to competitive sets.

A Site Search comparison of keywords containing the phrase “party” for Target and Walmart shows that Walmart’s on-site search gets more total searches for all the most popular party-related queries except the query for “party plates”, which Target has an edge on.

Target vs. Walmart: On-site searches for keywords containing “party” 

# Keyword Target’s share of searches Walmart’s share of searches
1 Party supplies 7% 93%
2 Halloween party supplies 2% 98%
3 Paw patrol party supplies 4% 96%
4 Party favors 12% 88%
5 Shopkins party supplies 8% 92%
6 Party plates 53% 47%
7 Minnie Mouse party supplies 0% 100%
8 Halloween party favors 22% 78%
9 Birthday party supplies 1% 99%
10 Pokemon party supplies 17% 83%

This data can be used in many ways, such as by e-commerce companies to reinforce their strengths or shore up their weaknesses via on-site and outbound messaging, or by publishers to zone in on the content that attracts the most eyeballs.

  1. Scalable API connectivity

Jumpshot’s keyword data is available through data feeds or a scalable API with flexible delivery schedules. So, if you need our keyword data in your business intelligence platform where you can use it to inform algorithms or populate custom dashboards, that’s all possible. Unlike the Keyword Planner API, Jumpshot will supply you with granular data for exact keywords without limiting the amount of queries you need.

Bottom Line: You need real keywords, granular estimates of query volume, and a big picture understanding across the entire web of the queries that your prospects are running, and clicking on. Jumpshot’s keyword data provides you all of those things and more, so you can optimize search programs and identify opportunities to grow your search traffic market share.