Keyword research – part 2: research tools

When looking at the topic of search engine optimisation, you’d probably assume that the main focus here is on improving search engine results on the most popular search engine of all: Google. Given that Google’s market share in the US has remained constant at around 63%, despite the rise in popularity of Microsoft Bing, you’d be quite right: Google’s market dominance makes it foolish to ignore when it comes to keyword research. It’s worth pointing out that the search queries and search algorithms of Google’s competitors are also very similar, insomuch that optimisation for Google searches has proven to have a positive effect on rankings in other search engine results pages, too.

As a result of Google’s significance in the search engine market, it’s recommended to use the search engine giant’s own programs for keyword research. These tools are free and great for creating keyword sets.

As part of the ad display program, Google AdWords, the Google Keyword Planner is primarily a tool for generating search terms for display ads that are to appear in Google’s search engine results pages (SERPs). But this tool isn’t just useful for SEA campaigns; it can be used in keyword research for SEO measures too. All you need to use the tool is a Google AdWords account. Google’s Keyword Planner offers users data on keywords and combinations relating to the quality and potential of search terms. For example, you can use the program to search for keywords on particular topics and then immediately see how often these terms are searched for and how competitive they are. The tool provides data about current trends too, as it allows you to view detailed search volume development over the past two years. The initial search volume value displayed comprises an average calculated over the last 12 months, incorporating seasonal fluctuations as well. Additional functions include targeted search volume results for individual countries, languages, or devices, and the option to download results as a CSV file. Functions:

• Keyword finder for new terms
• Keyword combination builder
• Search volume results for keywords
• Analysis of competition

Google Suggest, also known as Google Autocomplete, is an extension of the search engine, which all Google users will likely already be familiar with. As you type in a search term, Google Suggest delivers automatic suggestions to complete your search. These suggestions are based on the search activities of all users as well as users of Google-indexed websites. They are sorted according to popularity. Since users tend not to search for single terms, usually preferring longer search term combinations or questions, Google Suggest is a very useful tool for mid-tail and long-tail keyword research. To avoid the chore of typing up every result, you can use other tools that perform the same function, like Hypersuggest or the slightly more complex Übersuggest. These web services offer users the chance to select and download all of the applicable results for use. Function:

• Generate new mid-tail and long-tail keywords

Another free keyword research tool from Google is Google Trends. The program doesn’t just show the top searches from the last 24 hours; it offers information on search engine entries dating right back to the start of 2004. It’s possible to search for worldwide results or to select a region, and to compare the results of several different terms. Unlike the Keyword Planner, Google Trends doesn’t give absolute figures, instead offering results in relation to total searches. The vast amount of data available allows Google Trends to offer an impressive and comprehensive overview of how often keywords have been searched for over any period of time between 2004 and the present day. Seasonal trends can also be uncovered in the same way. Lastly, the web service offers a list of most popular topics and search terms for every keyword. Functions:

• Keyword performance testing
• Information on regional and worldwide search trends over time

While Google does offer an array of handy keyword research tools, there are other options out there for web providers. The following additional tools are useful for supporting you in the completion of your keyword set. Several of these programs do so through an entirely different approach than that of Google’s.

Of course, there are alternatives to the keyword research tools mentioned above, some of which charge a fee for their services. But most of these offer a range of functions that goes far beyond actual keyword research and usually covers all aspects of search engine optimisation. The costs for these services are typically rather high as a result, making them only worth considering for very large web projects. Examples of these SEO programs include SEOlytics, SISTRIX Toolbox, and SEO Diver.

Comprehensive keyword research is a complex thing; the number of possible keyword combinations is very large and creating keyword sets is very time consuming. Keyword research tools help to simplify this task and minimise your workload. These tools can help you to optimise and structure your keyword set, deliver helpful alternative keyword suggestions, and often won’t cost you a quid. If you’re yet to try any keyword research tools, you should try out a few of the ones we’ve listed above. You’ll quickly see just how positive an impact they can have on the quality of your search terms. Once you’ve found the right tools, your next step is to develop the right keyword strategy. Follow on to part 3 of our keyword research series to find out how to choose the perfect strategy for you.