meet Moz’s incredible keyword tool – WAU

Moz, one of the largest SEO specialist companies in the world (and which has one of the largest Digital Marketing blogs) decided to help even more the life of those who want to have assertive campaigns online. In addition to its contents, which are great influencers for our blog and which are fundamental for those who want to achieve success […]

Moz, one of the largest SEO specialist companies in the world (and which has one of the largest Digital Marketing blogs) decided to help even more the life of those who want to have assertive campaigns online.

In addition to its contents, which are great influencers for our blog and which are fundamental for those who want to achieve success with Digital Marketing, Moz launched yet another tool to optimize and facilitate the work of marketers.

Keyword Explorer, or just KWE.

According to Moz experts, this may be the most important and most impactful tool they’ve ever created.

Today, we are going to introduce you to everything about the tool: how it works, what makes it such a unique tool, its features and how to use them.

What is the tool

Keyword Explorer is a complete SEO tool for defining keywords. It fulfills the entire process of finding the best word, filtering and prioritizing words according to the most important numbers.

KWE also presents the most essential metrics for a good SEO: Volume, Difficulty, Opportunity, Importance and Potential – we will understand each one of them ahead.

The tool is extremely assertive when presenting the volume of searches, and can present numbers even more accurate than Google Adwords reports, reaching up to 95% accuracy for each keyword.

One of the great advantages of KWE is that it is a tool with several functionalities.

Generally, in keyword planning, you need to use at least three tools to find volume, trends, word suggestions, among other things.

With Keyword Explorer these applications are found in one place.

Dossier of Keywords

How it works

The tool is very simple and intuitive, starting with your homepage, which is very simple and looks a lot like the search engine page. From there you can search for any keyword or term you need.

keyword explorer

After searching, we will enter the page with the tool’s overview, where we will have access to all the main data to make a rich analysis of the keywords.

This Overview page presents the metrics at the top: volume, difficulty, opportunity and potential of that word. And each of these metrics will have a different impact on how you intend to prioritize your words.

Below we have the Keyword Suggestions, a function that we usually use the Keyword Tool or Keyword Planner.

Next to it is the SERP analysis or SERP analysis (Search Engine Results Page). Where we see the main pages that are performing for that word.

And we also have the Mentions that are made to that keyword.

keyword explorer

SERP Analysis

For that purpose, the tool will display Google search results for that specific keyword.

We will see the pages that are ranking organically and the tool still presents the main features of these pages. For the word we seek – digital marketing – we did the search in English, as it is a new tool, which is not yet fully optimized for London searches – we see that on the first page of Google we have 8 organic results and 4 Adwords ads at the top.

keyword explorer

We can learn from those pages that are ranking organically. For example: the first place is from Wikipedia, which has a page and domain authority, in addition to an excellent number of external links.

We see other resources like images on Coursera, for example. This feature is simpler and just shows that that SERP has images.

keyword explorer

Knowing the pages that are ranking well for that keyword is important to know the type of content that is working, the level of competition for that word and how you can differentiate your content to win positions.

Obviously, in this case, the first place seems well guaranteed, yet a second position on the search page can receive 17% of search traffic.

Keyword Suggestions

This functionality is perhaps the most commonly used by those who need to choose keywords for their website or blog.

In Keyword Suggestion you see the main keywords related to the main term you searched for. The results already come with your search volume (with 95% accuracy) and still show the relevance of that word.

You can present the results in order of search volume or relevance, for example:

If we base it by volume, we see that the first place is social media marketing, even surpassing our own keyword.

keyword explorer

When we select by relevance, the first becomes digital marketing, followed by digital marketing strategy.

keyword explorer

It’s important to explain that relevance is based on how similar that word is to the original keyword, that is, for the term digital marketing, social media marketing has less relevance than the term digital marketing strategy.

Another interesting factor is that you can filter these word suggestions according to your preferences. For example: only words on pages with similar results, which have all the terms of the chosen keyword, among other filters.

The search can also be filtered by the search volume: display only words with a volume between 11k-30k or 1k-2k, among other possibilities.

Another advantage is that the results can be easily exported in CSV.

The metrics

One of KWE’s great assets is its metrics.


Almost all volume search engines are based on one source: the Google Adwords Keyword Planner. The more you study about keywords and SEO, you’ll find that Google numbers are not the most accurate. One of the engineers was able to quantify these discrepancies in the numbers, presenting the dark secrets of Keyword Planner.

Moz created its own formula to present a more accurate volume than Planner.

The number presented by the website is that of 95% accuracy in numbers that they present when you do a search. This means the exact volume that is searched for on Google is within this metric presented by the tool 95% of the time.


The keyword difficulty is a metric in which the tool analyzes the first 10 Google results for any word or term. Then, based on these pages, he presents the difficulty in reaching those positions.

From the SERP Analysis tool you can do this same investigation – as we explained – but here the tool already gives you an average number for you to plan content that achieves these results.

The main benefits of this metric are: avoid focusing on keywords that are very difficult to rank and that will require a lot of investments, prioritize the words with the best opportunity and analyze the competitors that are in these positions to learn from them.


Opportunity is a metric based on CTR (Click Through Rate). The more likely you are to rank well for that keyword and be clicked, the greater your opportunity.

For example, when we search for the keyword Star Wars, we get the following result:

keyword explorer

Beside, there are images and information about the saga. These images, news and videos on the search page and very strong websites tend to attract a very high number of clicks.

So, even if you by some miracle reached the first page of Google for the word Star Wars, it would hardly be clicked.


The potential of a word would be a result of an equation based on all the previous metrics. Volume combined with the difficulty and opportunity of a keyword leads us to the potential it has.

You can create your own number based on the other metrics you found, there is no right algorithm or calculation for this, but it is advisable to use a tool like KWE.

It has its own algorithm and calculates an approximate and very assertive potential.

The goal is always to find a word with a high volume, low difficulty, high probability of CTR and, of course, words that are really important to your business.

The closer you get to those numbers, the greater your chances of success with that term.

Moz already makes the tool available and you can use it to make up to two free searches per day. As we said, the tool is new and is not yet fully adapted for London searches, but knowing this tool is already very useful.

The choice of keywords may be the main pillar for a good SEO, but there are several other factors for you to really reach the top positions of Google.

Download our definitive SEO Guide and understand more about it!

SEO 2.0 Guide