Google Rolls Out New Keyword Tool Interface – SEOForLunch Issue #68

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Issue #68
February 27th, 2018

Hey, lunch buddies.  I’m back and happy to report our first out of state family vacation was an absolute blast!  The kids loved meeting various characters at Disney World and the 5 days at the beach was exactly what I needed to recharge.  I’m already eyeballing the next family trip.  Any suggestions? Hit reply and let me know.

As promised two weeks ago… It’s time for another giveaway!  This time its an annual membership to the local (Minnesota based) MNSearch association.  MNsearch holds monthly get-togethers for people in the digital marking space.  Learn more about SEO, paid media, social media and so much more.  MNSearch even holds an annual conference which in my opinion rivals many of the MozCons, Pubcons, and SMX Advances.

Are you local? Are you interested in learning from some of the smartest digital marketers the state has to offer?  Respond to this email and let me know your name and email address.  I will add you to the list of people eligible for the giveaway.  This giveaway is valued at $125.00

Have a friend or co-worker who isn’t receiving the #SEOForLunch? Send them over to SEOFORLUNCH.NET and have them sign up.  All local subscribers will be eligible for the MNSearch Annual Membership Giveaway.


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What You Need To Know

Article 1: Google Rolling Out New Keyword Tool Interface

What’s important?
Very similar to the old tool but with a new interface. If the AdWords and Search Console accounts are linked, webmasters can also see organic impression share as well as organic average position.

Nick’s take:
Not a lot of change but it’s nice to see Google continue to push out updates for their tools.  First, we got an updated Google Search Console with 16 months of data and now an update for the keyword tool.  What’s next Google?  Please say this is just the beginning.

Article 2: Sitemap Canonical Values Less Valuable Than HTML Canonical Tags?

What’s important?
“We don’t guarantee that we’ll consider the sitemap URLs to be canonical, but it is a simple way of defining canonicals for a large site, and sitemaps are a useful way to tell Google which pages you consider most important on your site.” source

Nick’s take:
It has always been considered a best practice to only include canonical URLs within the XML sitemap.  I interpret this updated Google help page as just a reminder that you need to have a proper solution in place for duplicate content.  Use canonical tags when you absolutely need to but push your teams to build sites that don’t rely on duplicate content — it’s possible!

Interesting Reads in Your Spare Time

ScreamingFrog SEO Spider 9.0 Release –

I love ScreamingFrog.  The tool has been around forever and has only gotten better each and every release.  The biggest knock on the tool was that its scalability (ability to crawl 100K+ URLs) was limited without running it on the cloud.  The most recent update (9.0) added a feature that allows database storage allowing much bigger crawls to take place.

Is Your SEO Team Operating at Peak Productivity? –

We all know the importance of a productive team but how do you identify exactly what level of productivity your team is executing against?  Jayson goes over a few key items to keep in consideration when reviewing your team’s true productivity.

Benchmarking SEO: A Competitive Analysis –

Are you looking to benchmark the quality of your sites SEO? Maybe you have a friend who asked you to quickly look at their site in regards to SEO?  The team at Yoast created a six-step process to identify at a high level what a quality optimized site looks like.

Do Citations Still Matter For Local Search? –

Citations are important for local search, right? Are you really sure?  What exactly is considered a citation and what value does it offer to a local listing?

Wrapping Up

That’s everything for this week folks.  If you want to read previous issues of the #SEOForLunch I publish them with only a week or two delay on

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Nick LeRoy
Nick LeRoy
Nick has 10+ years of SEO consulting experience building and executing strategies for clients ranging from multi-billion dollar consumer packaged goods to fashion entities with hundreds of physical store locations. He also writes the weekly SEO newsletter #SEOForLunch that allows you to stay up to date with industry updates in the amount of time it takes you to eat your lunch.

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