February 11, 2007 18:40
Category: Optimizing
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Keyword tools, for most SEO practitioners, are the most potent weapons in their arsenal. Not without reason. Since search terms are what web viewers use to find desired results, it needs little iterating that search engine optimization - rather search marketing - depends fully on how effective one is to unearth relatively popular yet 'usable' keywords from the mammoth database of search engines and meta-crawlers.
I use the word 'usable' because nearly all one-word and most 2-word search terms are beyond the realm of any sensible search marketing. Paid placement for such terms is so intensely competitive that to bid on them would need several chests full of money.
Clearly, for small website owners, the chase is for the tail of relevant search terms, and it's here that selection of proper keyword tools plays an important part. Contrary to popular belief, you have to select one or a set of keyword tools that you can depend on, rather than experimenting with every new tool that appears on the horizon now and then.
Recent surveys in North America suggest that an overwhelming number of website owners select PPC ads for their search marketing, leaving budgetary allocation for organic search engine optimization at far low levels. This is understood because after all the returns have to quickly match money spent on search marketing. And who doesn't know that organic search marketing is only for the long haul.
Given the above, it becomes incumbent to go for keyword tools that fetch you information about current bidding for your chosen search terms and the respective search volume.
If you're with me and if you are not too enthusiastic to splurge your dollars, free keyword tools are the ones meant for you. Apart from Google AdWords Keyword Tool and Overture Inventory, you may consider using SEO Book's keyword tools. The latter's tools combine several search databases like those of Google, Yahoo!, Wordtracker and Keyword Discovery to produce highly indicative results.
Skeptics will say paid keyword tools are better bet, which may be true. But in case of paid placement (suppose you opt Google AdWords) too, you've to run many trials before honing your skill to extract maximum exposure at minimum bidding cost. In which case, it's more of marketing skill and fast decision than help from good keyword tools.
Turning attention to organic SEO, the less-preferred choice these days, the question that pops up is whether it is of no consequence. It surely is, and will continue to be, if only for the reason that search engines like Google lay a lot of stress on end-user experience. And they appreciate that no matter what, if the surfer doesn't find what he wants in the search results - whether normal listings or paid listings - that will leave him disgruntled and disinterested.
Which means that though paid placements will leapfrog into faster growth trajectory, organic SEO too will grow albeit at slower pace. In either case, keyword tools are central to any planning. No wonder, many companies are striving hard to develop their own keyword tools instead of those that are usable by all. The reason is simple.
As the war over search marketing intensifies, every company will want to keep its weapon guarded from prying eyes, lest the edge is lost in favor of competition. Whether privately owned or publicly available, keyword tools are not likely to loose their need any time soon. That's for sure.
