Common Keyword Research Mistakes - 2

Obsessing About The Exact Keyword Search Counts!

One of the most common questions asked on-line is about the accuracy of keyword search counts as provided by various sources (Overture suggestion tool, Wordtracker, Keyword Discovery and other tools).

Invariably some one will come around and declare a particular resource to be the most accurate.

Is it?

Internet contains thousands of search engines in hundreds or more languages. Many searches are seasonal and a substantial number of searches are done by Internet Marketers themselves as part of their keyword research. While this will not affect popular categories it will pollute the search volume counts in less popular niche subjects. Many words have a different meaning depending on the context and it is not always possible to know what the search was really for.

The top search engines do have information about searches that take place through their servers. However they keep this information to themselves or provide only a sketchy data for our consumption.

The big three search engines (Google, Yahoo and MSN) do provide keyword suggestion tools. However the information available through these are in graphical trend formats (Google), out of date and heavily abused (Yahoo Overture Tool) or almost like a test toy (MSN adlabs). They also offer slightly better versions for their paid advertisers.

For a list of on-line keyword suggestion tools from popular search engines please see

http://www.goodkeywords.com/support/onlinetools.php

Third party keyword research sources extrapolate their data from a small sample collected from one or more sources. For example, Wordtracker database is made up of Metacrawler/Dogpile queries that makes up approximately 0.63% of the search engine market (quoted from Wordtracker site).

Search Volume Information Through ISPs

Internet Service Providers (ISPs) do have logs that provide information about what their customers search for.  This will provide a reasonably good indication of keyword search counts. However most reputable ISPs will not release such information because of privacy laws. A few years back AOL released some keyword research data by mistake and there was a huge outcry. AOL was forced to remove the information from public and issue an apology.

However it may be possible to obtain limited information from smaller local ISPs, tabulate and extrapolate the data.

Search Volume Information From PPC Advertisements

The best method to find potential traffic from various keyword phrases is to run test pay per click advertisements on Google, Yahoo and MSN. You can tweak your cost per click settings to find the maximum number of impressions you get in a day. Be sure to use proper negative keywords to remove unwanted keyword combinations.  Use Keyword Strategy Studio (available in IM Toolpad) to generate your keyword lists and to manage them.

Stop worrying about exact search counts, instead,  concentrate on finding keyword phrases your customers are likely to type in while searching the Internet.