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Keyword Research: Use Data -- and Your Head
May 25, 2007
We often run into contrdictory data when we use multiple tools for keyword research. Take the difference, for example, between predictions in Keyword Discovery and WordTracker.
KWD predicts that the term [ford f150] will be typed about 1665 times per day, while WordTracker predicts 1298. Actually, that's pretty close, considering that we sometimes see a factor of 5 or 10 between the two services. Take [cardiology], which weighs in with "predict" counts at 1485 (WT) and 209 (KWD).
So which one's right? That part's easy. Clearly, they're both way off. In my opinion, both services utilize a sample size so small that the level of extrapolation required to estimate a "predict" count sends the possible error percentage through the roof.
So does that mean I don't use them? Hardly. I use them both. But I also use my head.
WordTracker claims that the ratio of searches for [ipod nano] to [video ipod] is about 15:1, respectively. Keyword Discovery shows a ratio of about 17:1. To me, that's the critical factor. Across and within their respective samples, [ipod nano] is more frequently searched for by roughly the same margin. I don't need to know a valid daily prediction for this data to be helpful.
(While the two services surely do not agree on all term ratios like they did here, this was my first try. I didn't "shop around" plugging in terms until I found terms that showed similar ratios. Your mileage may vary, of course.)
Another thing to remember is sample location. If you're playing around with keyword tools and see that no one searches for [liquor stores cleveland] but plenty of people search for [liquor stores atlanta], don't necessarily believe that the northern Buckeyes have adopted a philosophy of temperance. (I think we all know that's not true.)
Be aware that sample data in keyword tools isn't always perfectly geographically distributed. In my experience, markets of similar sizes often have search patterns that are very similar -- with the exception of regionally specific keywords. In other words, you might very well find more people searching for [tanning beds] in Bismarck than in Scottsdale, since there's less natural sun in the Dakotas.
You get the point. While sometimes the information in keyword tools does qualify as "good news," I certainly wouldn't call it "gospel."
see all posts by Erik Dafforn
posted by Erik Dafforn at May 25, 2007 01:36 PM
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