How to Assess Keyword Competitiveness for SEO and ASO

Key Takeaways

• Understand the nuances of keyword competitiveness to refine your SEO and ASO strategies effectively.
• Utilize powerful tools like Google Keyword Planner and ASO platforms to analyze competition and identify lucrative keywords.
• Stay agile and continuously optimize your keyword targeting based on evolving trends and user behavior to maintain visibility and drive growth.

---

In today’s digital landscape, where visibility is the ultimate currency, mastering the art of keyword competitiveness is paramount for any marketer or business aiming to thrive online.

Whether you’re vying for the top spot in search engine results pages (SERPs) or seeking dominance in the competitive app marketplace, understanding how to assess keyword competitiveness for both Search Engine Optimization (SEO) and App Store Optimization (ASO) can be the game-changer you’ve been searching for.

Picture this: You’ve meticulously crafted your website or developed your app, pouring hours of effort into its design, functionality, and user experience.

Yet, despite your best efforts, it’s languishing in the depths of obscurity, buried beneath a sea of competitors.

What’s missing?

The answer often lies in the realm of keywords – those strategic terms and phrases that act as the gateway between your target audience and your digital offerings.

In this comprehensive guide, we’ll delve deep into the intricacies of keyword competitiveness, unraveling its mysteries and equipping you with the tools and knowledge needed to rise above the competition.

Whether you’re a seasoned SEO veteran looking to refine your strategy or a budding app developer aiming to conquer the app stores, this guide is your roadmap to success.

But before we dive into the nitty-gritty of keyword analysis and optimization, let’s take a moment to understand why keyword competitiveness matters now more than ever.

The Power of Keywords: Unlocking Digital Success

In the vast ocean of the internet, keywords serve as the guiding stars that help users navigate to the content, products, and services they seek.

Whether someone is searching for “best Italian restaurants in Singapore” or “fitness apps for beginners,” the keywords they use shape their digital journey, determining which websites or apps they encounter along the way.

For businesses and marketers, harnessing the power of keywords isn’t just about attracting traffic – it’s about attracting the right traffic. After all, what good is a flood of visitors if they’re not interested in what you have to offer?

This is where keyword competitiveness comes into play.

Keyword competitiveness refers to the level of difficulty or competition associated with ranking for a particular keyword or phrase.

In essence, it’s a measure of how challenging it would be to outperform other websites or apps targeting the same keyword in search results.

The SEO Perspective: Conquering the Search Landscape

In the realm of SEO, where the battle for visibility is fierce, understanding keyword competitiveness is akin to wielding a mighty sword on the digital battlefield.

With billions of searches conducted on Google every day, securing a coveted spot on the first page of search results can mean the difference between success and obscurity.

But with great opportunity comes great competition.

As countless websites vie for attention, navigating the ever-evolving landscape of keyword competitiveness requires a strategic approach informed by data, analysis, and a deep understanding of search engine algorithms.

The ASO Perspective: Rising Above the App Store Fray

Meanwhile, in the bustling marketplace of app stores, from the Apple App Store to Google Play, a similar battle rages on.

With millions of apps clamoring for attention, standing out amidst the noise can seem like an insurmountable challenge.

Yet, just as with SEO, mastering keyword competitiveness is the key to unlocking visibility and driving downloads.

By strategically optimizing your app’s keywords, title, and description, you can increase its discoverability and attract users who are actively seeking what you have to offer.

Bridging the Gap: The Intersection of SEO and ASO

While SEO and ASO may operate within different ecosystems – one dominated by search engines, the other by app stores – their underlying principles remain largely the same.

Both rely on keywords as the cornerstone of their strategies, leveraging data and analysis to identify opportunities and outmaneuver the competition.

By understanding how to assess keyword competitiveness for both SEO and ASO, you can leverage synergies between the two disciplines, maximizing your digital presence and driving sustainable growth.

What Lies Ahead: Navigating the Journey

In the pages that follow, we’ll embark on a comprehensive exploration of keyword competitiveness, equipping you with the knowledge and tools needed to thrive in the competitive realms of SEO and ASO.

From understanding the factors that influence keyword competitiveness to mastering the art of keyword research and optimization, this guide will empower you to chart a course towards digital success.

So, whether you’re a seasoned marketer looking to sharpen your skills or a newcomer eager to make your mark, join us on this journey as we unlock the secrets of keyword competitiveness and pave the way to digital dominance.

The path may be challenging, but with the right strategies and insights at your disposal, the rewards are boundless.

Before we venture further, we like to share who we are and our digital experiences.

About AppLabx

From developing a solid marketing plan to creating compelling content, optimizing for search engines, leveraging social media, and utilizing paid advertising, AppLabx offers a comprehensive suite of digital marketing services designed to drive growth and profitability for your business.

AppLabx is well known for helping companies and startups use SEO and ASO to drive traffic to their websites and web apps.

At AppLabx, we understand that no two businesses are alike. That’s why we take a personalized approach to every project, working closely with our clients to understand their unique needs and goals, and developing customized strategies to help them achieve success.

If you need a digital consultation, then send in an inquiry here.

How to Assess Keyword Competitiveness for SEO and ASO

1. Understanding Keyword Competitiveness
2. Tools for Assessing Keyword Competitiveness
3. Strategies for Competing in Competitive Keyword Niches
4. Applying Keyword Competitiveness to ASO

1. Understanding Keyword Competitiveness

Definition of Keyword Competitiveness

• Keyword competitiveness refers to the level of difficulty or competition associated with ranking for a particular keyword or phrase.
• It is a measure of how challenging it would be to outperform other websites or apps targeting the same keyword in search results.
• Keyword competitiveness is influenced by various factors, including search volume, relevance, and the authority of competing pages.

Factors Influencing Keyword Competitiveness

1. Search Volume:
   • High search volume keywords typically indicate a greater level of competition, as more websites or apps are vying for visibility.
   • Example: “Digital marketing agency” has a high search volume, indicating high competition among agencies seeking to rank for this keyword.
2. Relevance:
   • The relevance of a keyword to your content or app offering can impact its competitiveness.
   • Keywords that closely align with your content or app are likely to face stiff competition from other relevant sources.
   • Example: If your website offers content marketing services, keywords like “content marketing strategy” or “content marketing tips” would be highly relevant and competitive.
3. Authority of Competing Pages:
   • The authority and credibility of websites or apps already ranking for a keyword can influence its competitiveness.
   • Websites with high domain authority and strong backlink profiles may be more difficult to outrank.
   • Example: Established industry publications or authoritative blogs may have a higher likelihood of ranking for competitive keywords due to their strong authority.
4. Backlink Profile:
   • The quantity and quality of backlinks pointing to a webpage can impact its ability to rank for competitive keywords.
   • Websites with a diverse and authoritative backlink profile are often more competitive in search results.
   • Example: A webpage with numerous backlinks from reputable websites within the digital marketing industry is likely to have a competitive advantage for keywords related to digital marketing.
5. User Intent:
   • Understanding the intent behind a user’s search query is crucial for assessing keyword competitiveness.
   • Keywords with commercial intent may face higher competition, as businesses vie to attract potential customers.
   • Example: Keywords like “buy digital marketing services” or “hire digital marketing agency” are likely to have high competition due to their clear commercial intent.

Examples Illustrating Keyword Competitiveness

1. Highly Competitive Keywords:
   • Keywords with broad relevance and high search volume tend to be highly competitive.
   • Example: “SEO services” is a highly competitive keyword, as numerous SEO agencies and digital marketing firms compete for visibility.
2. Long-Tail Keywords:
   • Long-tail keywords, which are more specific and typically have lower search volume, may present less competition.
   • Example: “Best digital marketing agency in Singapore for startups” is a long-tail keyword that may have lower competition compared to broader terms like “digital marketing agency.”
3. Niche Keywords:
   • Keywords targeting specific niches or industries may have lower competition but can still attract highly relevant traffic.
   • Example: “Blockchain marketing strategies” targets a niche audience within the broader digital marketing landscape and may face less competition from general digital marketing agencies.

By understanding these factors and examples, marketers can effectively assess keyword competitiveness and tailor their SEO and ASO strategies accordingly, maximizing their chances of ranking prominently in search results and app store listings.

2. Tools for Assessing Keyword Competitiveness

Keyword Research Tools Overview

• Google Keyword Planner:
  • Google’s Keyword Planner is a free tool within Google Ads that provides insights into keyword search volume, competition, and bid estimates.
  • It offers data directly from Google’s search engine, making it a valuable resource for assessing keyword competitiveness.
  • Example: Using Google Keyword Planner, marketers can identify high-volume keywords related to their industry and evaluate their competitiveness based on metrics like competition level and suggested bid.
• SEMrush:
  • SEMrush is a comprehensive SEO tool that offers keyword research, competitive analysis, and more.
  • Its Keyword Difficulty tool provides an estimate of how difficult it would be to rank for a specific keyword based on factors like domain authority and backlink profile.
  • Example: Marketers can use SEMrush to analyze competitor keywords and identify opportunities where they can potentially outrank competitors with less competitive keywords.
• Ahrefs:
  • Ahrefs is another powerful SEO tool known for its backlink analysis capabilities, but it also offers robust keyword research features.
  • The Keyword Explorer tool provides data on keyword search volume, difficulty, and potential traffic.
  • Example: Marketers can leverage Ahrefs to identify low-competition keywords with decent search volume, allowing them to focus their efforts on terms they have a higher chance of ranking for.

Step-by-Step Guide on Using Keyword Research Tools

1. Finding Relevant Keywords:
   • Start by brainstorming seed keywords related to your industry, product, or service.
   • Use keyword research tools to expand your list of potential keywords by exploring related terms, synonyms, and long-tail variations.
   • Example: If you’re a digital marketing agency, relevant keywords might include “SEO services,” “content marketing strategies,” and “social media management.”
2. Analyzing Search Volume and Competition:
   • Once you have a list of keywords, use keyword research tools to analyze their search volume and level of competition.
   • Focus on keywords with a balance of decent search volume and manageable competition.
   • Example: A keyword with high search volume but high competition may require a more aggressive SEO strategy, while a keyword with lower competition may present a valuable opportunity for easier ranking.
3. Assessing Keyword Difficulty Scores:
   • Many keyword research tools provide a keyword difficulty score or rating, indicating how difficult it would be to rank for a particular keyword.
   • Pay attention to these scores when evaluating keyword competitiveness, as they offer valuable insights into the likelihood of ranking success.
   • Example: A keyword difficulty score of 80% indicates high competition, while a score of 20% suggests lower competition and potentially easier ranking opportunities.
4. Identifying Long-Tail Keywords:
   • Don’t overlook the potential of long-tail keywords, which are more specific and typically have lower competition.
   • Use keyword research tools to identify long-tail variations of broader keywords, as these may present valuable opportunities for targeting niche audiences.
   • Example: Instead of targeting the highly competitive keyword “digital marketing,” consider long-tail variations like “digital marketing strategies for small businesses” or “digital marketing trends 2024.”

By following these steps and leveraging keyword research tools effectively, marketers can gain valuable insights into keyword competitiveness and develop data-driven strategies to improve their SEO and ASO efforts.

3. Strategies for Competing in Competitive Keyword Niches

Long-Tail Keyword Targeting

• Focus on Specificity:
  • Target long-tail keywords that are highly specific to your niche, product, or service.
  • Long-tail keywords typically have lower search volume but also lower competition, making them valuable for attracting highly relevant traffic.
  • Example: Instead of targeting the broad keyword “digital marketing,” a long-tail variation like “digital marketing strategies for startups in Singapore” may have less competition and attract users specifically interested in startup-focused marketing services.
• Create Tailored Content:
  • Develop content tailored to address the needs and interests of users searching for long-tail keywords.
  • Provide in-depth information, solutions, or insights that directly align with the user’s search intent.
  • Example: A blog post titled “10 Proven Digital Marketing Strategies for Singaporean Startups” could target the long-tail keyword mentioned earlier, offering actionable advice and tips tailored to startup owners in Singapore.

Content Optimization Techniques

• On-Page SEO Best Practices:
  • Optimize your website’s on-page elements, including title tags, meta descriptions, headers, and content, to include target keywords.
  • Ensure that your content is well-structured, informative, and relevant to the target keyword.
  • Example: For a webpage targeting the keyword “SEO services in Singapore,” the title tag could be optimized as “Best SEO Services in Singapore | Company Name,” while the meta description could highlight key service offerings and benefits.
• Craft High-Quality, Relevant Content:
  • Focus on creating high-quality content that provides unique value to users and addresses their specific needs or interests.
  • Conduct thorough research and incorporate relevant data, statistics, and examples to enhance the credibility and usefulness of your content.
  • Example: An in-depth guide titled “The Ultimate Guide to SEO Strategies: Tips and Techniques for Ranking in 2024” could provide comprehensive insights and actionable advice for optimizing websites for search engines, attracting users searching for SEO-related information.

Link Building Strategies

• Build Quality Backlinks:
  • Prioritize acquiring backlinks from authoritative and relevant websites within your industry or niche.
  • Focus on building relationships with influencers, bloggers, and industry publications to earn natural backlinks to your content.
  • Example: Guest posting on reputable digital marketing blogs or securing mentions and links from industry experts can help strengthen your website’s backlink profile and improve its authority in competitive keyword niches.
• Leverage Internal Linking:
  • Utilize internal linking strategies to guide users and search engines to relevant pages within your website.
  • Identify opportunities to link from high-authority pages to pages targeting competitive keywords, distributing link equity and improving their visibility.
  • Example: Within a blog post about content marketing strategies, include internal links to related articles or service pages focusing on specific aspects of content marketing, enhancing the overall user experience and SEO performance.

By implementing these strategies effectively, marketers can compete more effectively in competitive keyword niches, improve their visibility in search results, and attract highly relevant traffic to their websites or apps.

4. Applying Keyword Competitiveness to ASO

Introduction to App Store Optimization (ASO)

• Understanding ASO:
  • App Store Optimization (ASO) is the process of optimizing mobile apps to rank higher in app store search results and attract more downloads.
  • Similar to SEO, ASO relies on keyword optimization to improve app visibility and attract relevant users.

Similarities and Differences Between SEO and ASO

• Keyword Optimization:
  • Both SEO and ASO involve keyword optimization to improve visibility in search results.
  • However, ASO focuses specifically on keywords relevant to app store searches, whereas SEO targets keywords used in web searches.
• User Intent:
  • Understanding user intent is crucial in both SEO and ASO.
  • In ASO, it’s important to align keywords with the specific needs and interests of users searching for apps in the app store.

Tools and Techniques for Assessing Keyword Competitiveness in App Stores

• App Store Keyword Tools:
  • Use app store keyword research tools like App Annie, Sensor Tower, or Mobile Action to analyze keyword search volume, competition, and difficulty.
  • These tools provide insights into which keywords are popular among users and how difficult it would be to rank for them.
• Competitor Analysis:
  • Analyze the keywords used by competitors who are ranking well in the app store.
  • Identify keywords that competitors are targeting successfully and assess their competitiveness.
• User Feedback and Reviews:
  • Monitor user feedback and reviews for insights into the keywords users are using to describe and search for your app.
  • Incorporate relevant keywords from user feedback into your ASO strategy.

Strategies for Optimizing App Store Listings Based on Keyword Competitiveness

• Keyword Placement:
  • Place high-priority keywords in strategic locations within your app store listing, such as the app title, subtitle, and keyword field (for iOS apps).
  • Use relevant keywords naturally throughout your app description to improve discoverability.
• App Title and Subtitle Optimization:
  • Optimize your app title and subtitle to include important keywords that describe the core functionality and features of your app.
  • Focus on including high-priority keywords that have a balance of search volume and competitiveness.
• Keyword Density and Variation:
  • Avoid keyword stuffing, but ensure that important keywords are used with the appropriate frequency to signal relevance to app store algorithms.
  • Include variations and synonyms of target keywords to capture a broader range of search queries.

Examples Illustrating Keyword Competitiveness in ASO

1. Highly Competitive Keywords:
   • Keywords like “social media” or “fitness” are highly competitive in app store searches, with numerous apps vying for visibility.
   • Competing for these keywords may require a more strategic approach and a combination of other ASO tactics to rank well.
2. Long-Tail Keywords:
   • Long-tail keywords targeting specific niches or user intents may have lower competition in the app store.
   • For example, a meditation app might target long-tail keywords like “guided meditation for anxiety” or “sleep meditation for insomnia” to attract users with specific needs.
3. Localized Keywords:
   • Keywords optimized for specific regions or languages may present opportunities for lower competition.
   • Targeting localized keywords relevant to your app’s target market can improve visibility in those regions.

By applying keyword competitiveness analysis to ASO strategies, app developers can enhance their app store listings, improve visibility, and attract more downloads from relevant users.

Conclusion

In the ever-evolving landscape of digital marketing, mastering the art of keyword competitiveness is the cornerstone of success.

Whether you’re aiming to conquer search engine rankings or dominate the app store marketplace, understanding how to assess keyword competitiveness for both SEO and ASO is essential for driving sustainable growth and maximizing visibility.

Recap of Key Points Discussed

Throughout this comprehensive guide, we’ve explored the intricacies of keyword competitiveness and delved into strategies for leveraging this knowledge to enhance your SEO and ASO efforts.

Let’s recap some of the key points we’ve covered:

• Definition and Factors: We’ve defined keyword competitiveness and discussed the various factors that influence it, including search volume, relevance, competition level, and user intent.
• Tools and Techniques: We’ve introduced a range of powerful tools and techniques for assessing keyword competitiveness, from keyword research tools like Google Keyword Planner and SEMrush to competitor analysis and user feedback.
• Strategies for Competing: We’ve explored strategies for competing in competitive keyword niches, including long-tail keyword targeting, content optimization techniques, and link building strategies.
• Applying ASO: We’ve examined how keyword competitiveness analysis applies to App Store Optimization (ASO), highlighting the similarities and differences between SEO and ASO and providing actionable strategies for optimizing app store listings.

Importance of Ongoing Optimization

As we conclude this guide, it’s important to emphasize that keyword competitiveness assessment is not a one-time task but an ongoing process.

The digital landscape is constantly evolving, with new competitors entering the fray and search trends shifting over time.

To stay ahead of the curve, marketers must continually monitor keyword performance, adapt their strategies, and refine their tactics to maintain visibility and relevance.

Final Tips and Recommendations

In your journey to mastering keyword competitiveness for SEO and ASO, consider the following tips and recommendations:

• Stay Updated: Keep abreast of industry trends, algorithm updates, and changes in user behavior to inform your keyword research and optimization efforts.
• Test and Iterate: Don’t be afraid to experiment with different keywords, strategies, and tactics to find what works best for your unique situation. Continuously test and iterate to refine your approach over time.
• Focus on Quality: Quality should always be prioritized over quantity when it comes to keyword optimization. Focus on providing value to users with high-quality content and experiences that align with their needs and interests.

Final Thoughts

Mastering keyword competitiveness is not merely about climbing the ranks or boosting download numbers – it’s about connecting with your target audience in meaningful ways, delivering value, and ultimately driving business success.

By applying the insights and strategies outlined in this guide, you’ll be well-equipped to navigate the complexities of the digital landscape and unlock the full potential of your SEO and ASO efforts.

So, as you embark on your journey to conquer the world of keywords, remember: with the right tools, knowledge, and dedication, there’s no limit to what you can achieve. Here’s to your continued success in the exciting and ever-evolving world of digital marketing.

If you are looking for a top-class digital marketer, then book a free consultation slot here.

If you find this article useful, why not share it with your friends and business partners, and also leave a nice comment below?

We, at the AppLabx Research Team, strive to bring the latest and most meaningful data, guides, and statistics to your doorstep.

To get access to top-quality guides, click over to the AppLabx Blog.

People also ask

How does keyword competitiveness impact SEO and ASO strategies?

Keyword competitiveness determines the difficulty of ranking for specific terms in search results or app stores. Understanding it helps tailor strategies for optimal visibility.

What are the key factors influencing keyword competitiveness?

Factors like search volume, relevance, competition level, and user intent influence keyword competitiveness. Balancing these factors is crucial for effective optimization.

What tools can I use to assess keyword competitiveness?

Tools like Google Keyword Planner, SEMrush, and Ahrefs offer valuable insights into keyword search volume, competition, and difficulty. Leveraging these tools aids in strategic decision-making.

How can I analyze the competitiveness of a keyword?

Keyword research tools provide data on competition levels, difficulty scores, and competitor analysis. By evaluating these metrics, marketers can gauge a keyword’s competitiveness effectively.

What role does search volume play in keyword competitiveness?

High search volume indicates greater competition, while low search volume may present opportunities for targeting less competitive keywords. Balancing search volume with competition is key.

How can I find long-tail keywords with lower competition?

Long-tail keywords are more specific and typically have lower competition. Conducting thorough keyword research and leveraging tools can help identify relevant long-tail variations.

Why is relevance important in assessing keyword competitiveness?

Relevance ensures that your content or app aligns with user intent, increasing the likelihood of ranking well for targeted keywords. Relevant keywords attract more qualified traffic.

How do I assess the authority of competing pages?

Examining factors like domain authority, backlink profile, and content quality of competing pages helps gauge their authority. Higher authority pages may pose greater competition.

What strategies can I use to compete in competitive keyword niches?

Strategies include targeting long-tail keywords, optimizing content, building quality backlinks, and leveraging internal linking. These tactics help improve visibility in competitive niches.

How can I optimize app store listings based on keyword competitiveness?

Optimizing app titles, subtitles, descriptions, and keyword fields with relevant keywords improves discoverability. Keyword placement, density, and variation are crucial for ASO success.

What are some examples of highly competitive keywords?

Keywords like “digital marketing” or “fitness apps” are highly competitive, with numerous competitors vying for visibility. Competing for such keywords requires strategic optimization.

How can I incorporate user feedback into my ASO strategy?

Monitoring user reviews and feedback provides insights into keywords users use to describe your app. Integrating relevant keywords from user feedback enhances ASO efforts effectively.

Why is continuous optimization important in assessing keyword competitiveness?

The digital landscape is dynamic, with evolving trends and competition. Continuous optimization ensures that your SEO and ASO strategies remain effective and relevant over time.

What is the difference between SEO and ASO keyword optimization?

While both involve keyword optimization, SEO targets web searches, while ASO focuses on app store searches. ASO requires specific strategies tailored to app store algorithms.

How can I balance keyword density and relevance in my content?

Avoid keyword stuffing and prioritize relevance by naturally incorporating keywords into your content. Maintaining a balance ensures optimal visibility and user experience.

What are some strategies for building quality backlinks?

Focus on acquiring backlinks from authoritative and relevant websites. Guest posting, influencer outreach, and content promotion are effective strategies for building quality backlinks.

How can I leverage internal linking for SEO and ASO?

Utilize internal linking to guide users and search engines to relevant pages within your website or app. Internal links distribute link equity and improve overall visibility.

What are some localized keyword optimization strategies?

Targeting keywords optimized for specific regions or languages improves app visibility in those regions. Localized keyword research and optimization cater to regional user preferences.

How can I optimize app titles and subtitles for ASO?

Optimize app titles and subtitles with relevant keywords that describe the core functionality and features of your app. Prioritize high-priority keywords for maximum impact.

How do I avoid keyword stuffing in my content or app listings?

Avoid excessively repeating keywords and prioritize natural language usage. Focus on providing valuable content or app descriptions that serve user needs and interests.

How can I adapt my keyword strategy to evolving trends?

Stay updated on industry trends, algorithm changes, and user behavior shifts. Adjust your keyword strategy accordingly to maintain relevance and competitiveness.

What are the benefits of targeting long-tail keywords?

Long-tail keywords attract highly targeted traffic with specific needs or interests. They often have lower competition, making them easier to rank for than broad keywords.

How do I identify keywords with commercial intent?

Keywords indicating purchase intent, such as “buy” or “hire,” often have commercial intent. Targeting these keywords can attract users ready to make a purchase or hire a service.

What metrics should I consider when analyzing keyword competitiveness?

Metrics like search volume, competition level, keyword difficulty, and user intent provide valuable insights into keyword competitiveness. Balancing these metrics is crucial for optimization.

How can I optimize my app description for ASO?

Craft a compelling app description that highlights key features, benefits, and functionalities. Incorporate relevant keywords naturally to improve app store visibility.

What are some strategies for improving app store visibility?

In addition to keyword optimization, strategies include optimizing app metadata, enhancing user ratings and reviews, and promoting your app through various channels.

How can I stay ahead of competitors in keyword competitiveness?

Monitor competitor keywords, strategies, and performance regularly. Adapt your approach based on competitor insights to maintain a competitive edge.

What are the consequences of targeting overly competitive keywords?

Targeting highly competitive keywords may result in low visibility and difficulty in ranking. Focusing on more attainable keywords can lead to better results and ROI.

How do I measure the effectiveness of my keyword optimization efforts?

Track key metrics like search rankings, organic traffic, app store impressions, downloads, and user engagement. Analyzing these metrics helps evaluate the impact of keyword optimization.