of Keyword Research Tools For Search Engine Marketing Campaigns
Keyword research is the foundation of any search engine marketing campaign.
Now that you know what
a keyword is, you need to identify the right keyword research tools that will
help you get started.
Overture Keyword Research Tool
The first and
most well known keyword research tool is the free keyword
research tool from Overture. As Overture has evolved over the years, they
have refined the tool to make it easier to identify keywords the way Overture
wants to sell them to you.
Things you should know about the Overture
- When Overture shows you the search frequency for
a particular search term it lumps singular, plural and sometimes-other variations
of the term you entered.
- In many cases, Overture shows multi word phrases
with the words in alphabetical order, not the way people actually enter them into
search engines. For example Overture would show the search phrase "Mammoth
Mountain Ca Ski Area" as "area ca mammoth mountain ski". You'll
need to use common sense when using the Overture keyword tool to determine what
terms to include when optimizing your actual site.
- The Overture numbers
include searches across the Overture network which includes YAHOO!, MSN, DogPile,
and other smaller search engines.
- The Overture tool is best used for identifying
keywords to buy on Overture, however, it can be a good starting point for optimization
of your actual site.
- You don't need to be an Overture advertiser to access
the keyword tool but if you want to start pay per click advertising on Overture,
follow this link and save
$10.00 on the self serve sign-up or this
link and save $50.00 on the Fast
Begin using the Overture
keyword research tool now.
Google Keyword Sandbox
A recent addition
to the free keyword too list, the Google
Keyword sandbox can help to determine related keywords people use to search
on Google. Simply enter a keyword or phrase and it will return suggestions for
Things you should know about the Google keyword sandbox:
is good for expanding your keyword universe
- It is a great tool for brainstorming
- It does not reveal the number of searches for the keywords
- The keyword research tool available to Google AdWords advertisers
can be much more helpful
Google AdWords Keyword Research Tool
order to use the Google AdWords keyword tool, you'll have to open an AdWords account
(cost $5.00). The AdWords keyword tool is designed to provide you with an estimate
of the click through rate and number of clicks you can expect from your ad.
you should know about the Google AdWords keyword tool:
- You need
to open an AdWords account to
access the AdWords tool
- It will cost you $5.00 to open an AdWords account.
patterns on Google are often different from those on Overture and other search
- Google presents you with the number of estimated clicks your
ad will get when you occupy a specific position in the ad listings at a specific
- It does not provide you with the number of daily or monthly searches
for a particular search term.
- The number of clicks Google predicts will
vary widely depending on the matching option you choose.
Open a Google
AdWords account here and gain access to the AdWords Keyword tool
(paid subscription service)
is a great keyword research tool to start out with. WordTracker
shows you the exact way people search for specific keywords and pulls data from
some a few smaller search engines. WordTracker enables you to create keyword projects
so you can research keywords for a specific site or market and save all your work
within the WordTracker system and access it online anytime anywhere.
you should know about WordTracker:
- Keyword search frequencies reported
may differ significantly from other sources like Overture and the Google AdWords
is a great tool to get started with, however, you should compare WordTracker data
with keyword research from other sources for a reality check.
can be an excellent tool to find negative keywords to include in your Google AdWords
- You can subscribe
to WordTracker for a day or a year. If you are going to be doing a lot of
search engine optimization, the year long subscription is by far the best deal
at about $250.00.
check out WordTracker and subscribe today!
Your log files or web analytics
When you first start a search engine optimization or marketing campaign
the keyword research tools profiled above help you make educated guesses
about what keywords to target. You need to keep the following in mind:
keyword research tools use past search engine data to project the frequency of
what people will search for in the future. Search patterns change constantly.
Keyword research and analysis is an ongoing process.
- There is a big difference
between generating traffic from keyword referrals and achieving business goals
like profitable sales from keyword marketing campaigns. You'll need a log
analysis or web analytics tool to continually refine your campaigns and optimization
efforts. GoToast and ClickTracks
are two best of breed pay per click and web analytics tools.
research is an ongoing process. Experiment with the keyword research tools
profiled above and make sure to use a web analytics
package to make sure your keyword selections and the resulting search engine
traffic are indeed helping you achieve your business goals.
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