Pardot Knowledge Base

Search Marketing Keyword Overview

Last Updated: Feb 02, 2017 | Print this Article
Keyword Monitoring allows you to track how your site ranks in Google and Bing for the search keywords that are important to you. You can also get some additional information about your keywords, including how competitive they are (to rank well for), the average cost per click if you were to bid on them in Google AdWords, and the approximate search volume in Google for an exact query. You can access Keywords under the Search Marketing sub-section of Marketing in the navigation.

Adding Keywords

  1. Navigate to Marketing > Search Marketing > Keywords. 
  2. Click + Add Keyword or click the Bulk Import link. Follow the correct set of instructions below:
Individual keywords
  1. To add a new keyword, click + Add Keyword.
  2. Enter the keyword, an optional site URL (if you do not want to use the site listed in your Pardot account settings), and optionally add tag(s) to help organize your keywords.
  3. Click Create keyword to save. Keyword
Bulk import
  1. Click the Bulk Import link.
  2. Enter multiple keywords separated by line breaks.
  3. You can also optionally enter the URL for another site if you do not want to use the site listed in your Pardot account settings.
  4. Click Import keywords to import the keywords you entered. bulk-import
Note: Initial lookup may take up to 48 hours. After the initial lookup, data is refreshed weekly.

Keywords Table

The Keywords table displays a list of your keywords and several SEO metrics (see below for definitions).  You can compare keywords side-by-side, filter by tags, and measure changes in ranking (changes will be noted with a + or -). Note: Pardot will pull the top 5 organic search terms your domain ranks highest for from the SEM Rush API.

Keyword Keyword Report

Keywords History Table

Clicking on a keyword will show you historical data as well as current rankings and other metrics (see below for definitions).

Keyword History Table

Natural Search Results

Clicking on a keyword will also show you a list of the top 20 natural search results for that keyword for a particular date (shown in the table header).

Metrics Captured

Metric Definition
Google Rank Where your website appears in Google search results for this keyword, based on relative importance, which is determined by several factors*
Bing/Yahoo Rank Where your website appears in Bing and Yahoo search results for this keyword, based on relative importance, which is determined by several factors*
Google Monthly Volume The estimated number of Google search queries matching your keyword each month. (These are particular for your location - US, Europe, etc.)**
Google CPC The approximate cost per click (CPC) to purchase an ad from Google that would display on the first search results page for this keyword**
Ranking Difficulty How difficult it would be to rank on the first page of Google search results for this keyword. Higher percentiles mean greater difficulty**
*If you are not ranked in the top 20 for a keyword, it will be displayed as “unranked”. **You may see "no data" for a particular keyword if there is not enough data available in the databases we pull from to display an accurate value. Note: Rankings may vary if you are logged into Google, since your search history is saved and these rankings will be influenced by the sites you visit most (e.g., your site will rank higher for you).

Email Notification

You can receive a weekly email report on keyword and competitor monitoring results. Simply check the box in your user preferences and you will receive the report every Monday morning (EST).


Account Limits

Keywords are limited based on your account type:
Account Type Number of Keywords Tracked
Standard 100 Keywords
Pro 250 Keywords
Ultimate 1,000 Keywords

Need more? Start a conversation with other Pardot users in the Trailblazer Community