Note: This article contains references to Advanced Web Ranking Desktop, a version that is no longer under active development.

Keywords are the essence of search engine optimization. Think of them as ID Cards that tell the searchers and the search engines what your web page is about.

Before you start writing content, you need to have your mind set on two things:
1. what are the most relevant keywords that describe your website page; and
2. how valuable these keywords are from the commercial point of view.

Keyword research tools are a great way to find new keyword ideas.

But there’s a catch… 🙂

Choosing one primary keyword and 2 or 3 secondary keywords for a web page, from a list of 100+ results, may prove to be a task more difficult than expected.

How can you find the perfect balance between relevance and commercial value, without actually going through hundreds of items manually.

Mission impossible?

Not for the Advanced Web Ranking Desktop Keyword Research tool.

With the new keyword research filters in AWR 8.9, you have the ability to refine your Google AdWords suggestions and find the most profitable keywords in no time.

To illustrate this refining process, let’s choose flower toy as an example – there are only a few days left till Easter, and this is what I’m planning to get for my baby girl 🙂

Here are the filtering steps you need to take:

1. Select the match type, country and language

The first thing you should do before retrieving keyword suggestions in AWR is to decide on the “Broad”, “Exact” or “Phrase” match type and narrow the search session to the specific market you are targeting. For this example, let’s go for Broad match and the UK online market.

Just click on [Research] -> [Keyword Research] -> [Google AdWords Keyword Tool] and make the selections. Then, press on the green [Update button] to start extracting the data.

The first time you use the Google AdWords tool in AWR, you will need to authenticate with your AdWords credentials.

Future keyword research sessions will be performed with the same AdWords account that you have chosen at this point.

2. Proceed with in-depth filtering

Once the keyword suggestions are retrieved in AWR, you can start playing with the criteria available on the left Filtering panel. Let’s picture this as a makeover game.

So, you take the keyword list with 84 items, as below:

And start refining it one step at a time:

– by Relevance

This criterion helps you filter the phrases that include or exclude a certain term.

Because everything started with the flower toy, let’s make sure the refined list will contain only keywords that include the term flower 🙂

– by Phrase length

Here, you get to select the minimum and maximum number of terms your keywords will contain.

If you are interested in long tail, you should consider keywords that include at least 3 terms. However, for this example let’s stick with a number of 2 – 4 terms.

– by Volume

To avoid a wild goose chase, it’s recommended to always remove suggestions that don’t have a competitive global or local monthly search value from your keyword lists.

In this example, since a specific country is targeted, both average search values are important. So let’s go for a minimum value of 1,500 global searches and 100 local searches per month.

– by Competition

As I am sure you know, the Competition does not refer to the number of pages Google has indexed for a certain keyword. This criterion actually defines the number of advertisers that bid for the keyword in question. This is calculated by Google, in accordance to bids for all keywords across the search engine.

Thus, the more advertisers bid for your keyword, the higher the competition is. For this example, let’s take it slowly and stick only with Medium and Low competition.

– by Value

This criterion approaches two commercial aspects:

a) Cost per Click (CPC), which is calculated by Google; and
b) Commercial value, which is calculated by Advanced Web Ranking as [Global monthly search]X[CPC]

For this example, let’s filter the keyword list starting from a minimum CPC of 0.5 and a minimum commercial value of 100.

And Voila! Only 4 keywords out of 80 meet the criteria you’ve set.

As you can see in the image above, keywords are sorted by the Commercial value. This helps you easily see which are the strongest keywords you can pursue.

3. Add keywords automatically to your ranking project in AWR dESKTOP

Now that you’ve refined your keyword list, it’s time to decide on the keywords you will use on the web page and further track rankings for.

The good news is that you can add all of these nice keywords automatically to your AWR project. Just select the ones you are interested in and click on [Add keywords to project].

In just a few minutes, you will be able to start running your first search engine ranking update for the new keywords.


Getting found on the search engines’ first page is what makes keyword research the most important task when it comes to creating new content.

Hundreds of keyword suggestions that keyword research tools return need to be carefully refined in order to identify the phrases that will define your pages. Here is where AWR Desktop gives you a helping hand, by turning a time consuming activity into a makeover play 🙂

To see it in action, take advantage of the 30 days free trial.

So do keyword research the smart way and start tailoring beautiful webpages!

I hope you enjoyed reading this post. I am looking forward to reading your comments in the section below:

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  1. Hmmm that looks interesting, I’m wondering about the competition settings as they don’t seem to be as transparent and easy to adjust as the other options.  Ideally it would be good to use some of the external data such as from Google Webmaster Tools, SEOmoz or their Web Analytics to adjust the “competition” data…. also is there some chance to export this easily?

    1. Hello David, 

      You can export the data directly from the Keywords basket. Once you have selected the keywords you need and added them to the basket, just click on the Export button and choose the columns you want to see in your CSV export file. 
      Currently, the Competition values are extracted from Google AdWords Keyword Research Tool. Could you please tell me how you would like to adjust these values with information from external sources?

    1. Hi Tom,

      You can already perform competitor keyword research in AWR, from Research -> Keyword Research -> SEMRush, using an API key. Just enter your SEMRush API in the account configuration dialog. Then you can then set the domains or URLs for which you want to receive keyword suggestions. Have fun 🙂

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