With a Moz Keyword Explorer tool you can:
- View a list of top websites with your target keywords
- View suggestions
- Find long tail keywords that are relatively easy to rank for
- Manage and organize a list of keywords
- View keyword metrics
- Mark and prioritize keywords by manually inputing importance value
- View difficult and opportunity
- Search volume - a moz metric
- Volume - Moz improves on the search volume reported on Adword, which can span a wide range in reality regardless of the number displayed. Moz reports volume in buckets differed by confidence. 90% confidence level.
- Difficulty a moz metric: based on Moz's original Keyword Difficulty tool but with improved algorithm
- Scale of 0-100
- Logarithmic - the higher the number the exponentially harder to rank for
- 54 is fairly in the middle. 70 is already hard to rank for.
- Based on the pages that are ranking in SERPs their domain and page authority strength
- Opportunity - a moz metric
- A low opportunity score may mean there are lots of potential results that may distract user.
- SERP Feature SERP Analysis
- The stats on this page feeds into the Opportunity score
- Expected click through rate of the organic search result. If there are lots of knowledge graph, links and other rich contents on the SERP page then opportunity is decreased. Lots of SERP results means higher competition.
- Potential - a moz metric
- Low potential can mean low keyword volume
- Best keywords out of a large set of potential keywords
- Potential score will be high if difficulty is low, volume is high, and opportunity (click through rate is high) is high
- Now called priority
- Previously potential
- Combine volume difficulty opportunity
- 70 is already high
- High score means keywords to prioritize
- Importance - score
- You can score your own keywords
- Changing importance score will make Moz recalculate potential score
Low difficulty high opportunity keywords are the best.
Moz Keyword Explorer Tool Potential is Now Called Priority
Source: Moz Pro Keyword Explorer help https://moz.com/help/guides/keyword-explorer