In this article,
I will show you which keyword research service to use, why you need to use such
a service, and how it will help your search engine rankings.
Here are some keyword research services to help you out (Opens in new
window):
I recommend using WordTracker over the Overture search term suggestion tool.
Let me show you why this is with a few simple tests.
Which is the more popular of these two search terms?
- marketing strategy
- marketing strategies
If your answer is "b. marketing strategies," then you're one smart
cookie! Because you're right.
Now, try this test. Which of these two search terms is more popular?
- marketing strategies
- Marketing Strategies
Notice that the second search term has the first letters capitalized. A bit
tougher, right?
If your answer is "a. marketing strategies," then you're good! A
round of applause for this wise person. Because you're right.
O.K., last test. This one is a tough one. Which of these two search terms is
more popular?
- marketing strategy
- Marketing Strategy
Well, if your answer is "b. Marketing Strategy," then I want you to
be my mentor! Because you're right!
Here are the search counts according to WordTracker:
| Marketing Strategy |
446 searches |
| marketing strategies |
347 searches |
| marketing strategy |
268 searches |
| Marketing Strategies |
22 searches |
Notice the different variations of all lowercase and first letter of each
word capitalized?
Here are the search counts according to Overture:
- marketing strategy - 28030 searches
Overture search term suggestion tool disadvantages:
- Compiles singular, plurals, upper and lowercase keywords as one search term.
- Only returns search terms that include the keyword/s you searched for -
WordTracker returns many more keyword combinations that bears any relation to
your business or service.
But why is this important?
Well, if you wanted to target searchers looking for marketing strategies, you
would want to know which search term is more popular. Imagine targeting
"marketing strategies," without realizing that "Marketing
Strategy" is a more popular search term.
Another reason is that some search engines, such as Inktomi, still take case
sensitivity into consideration when ranking Web pages.
Here's a table of Inktomi powered search sites that provide case-sensitive
search results.
| Search |
Rank* |
Audience Reach* |
Case-Sensitive? |
| ICQ |
- |
- |
Yes |
| iWon |
- |
- |
Partial |
| LookSmart |
6 |
9.6% |
Partial |
| MSN |
1 |
36.3% |
Partial |
| Overture |
8 |
9.2% |
Yes |
(* Source: Jupiter Media Metrix, March 4, 2002)
Knowing exactly what your customers are searching for is very powerful. I
have used this strategy to help me obtain thousands of top 30 rankings for my
sites and those of my clients, over the years. I highly recommend that you
reconsider your keyword targeting strategies.
Side Note: You may be wondering why there is such a big difference between
the number of searches provided by WordTracker and Overture. The reason is that
the figures for WordTracker is taken from its database, which only captures a
small percentage of all the searches on-line.
Whereas Overture's figures are compiled from the total number of queries
conducted through Overture and all of its affiliate partners such as Yahoo!,
AOL, and MSN. So now you know what the numbers actually represent in the
Overture search term suggestion tool.
