Whether as the starting point for optimization, or a supplement for keyword information, the process for most SEO’s includes the use of Google’s keyword tool. Putting the Google Keyword Tool to use is a cinch. You simply plug in your desired keyword phrases and start analyzing. However there are a few essential learning curves to get the most from the Google Keyword Tool. The tips below can help you become more efficient, and more aware, during your keyword research endeavor.

Segment Your Queries

When searching for additional keyword ideas, using the keyword tool in chunks, or related segments, is ideal. Submitting a vast list of several unrelated keywords can result in a mediocre return. If you are researching more than just a few keyword phrases, or seeking the perfect keyword variations, chop your research list into categories.

By submitting a few related keywords, rather than a laundry list, the return will yield keywords that are more relevant and focused to the topic. As a result, your keyword list will expand into many insightful variations and awesome long-tails. This approach is definitely more time consuming than the alternative mass submission, but it’s worth it. Not only are the returns greater by segmenting keywords, but the structure of the end result is more organized too.

Especially from an agency perspective, offering a neatly segmented keyword list is clutch. It allows other viewers to analyze keywords in a more logical and cohesive manner. (Tip: using tabs in a spreadsheet to represent each keyword category works great)

Almost Always Be [Exact]

In left hand navigation of Google’s keyword tool is the option to display Broad, [Exact], and/or “Phrase” match results. By default, the tool will only show keyword volumes and data based on Broad phrase matches. That can make the keyword volumes appear extremely inflated than what they actually represent. It is important to note the immense breadth of Google’s Broad phrase match. In Pay Per Click advertising, bidding on Broad keywords establishes tremendous variation, or keyword flexibility.

For example, the keyword phrase “kids shirts” might also trigger Broad-based variations like “boys tops” or “girls T-shirt.” So if Google’s keyword tool claims that “kids shirts” is search approximately 201,000 times a month, think again.

While conducting keyword research for organic SEO, or virtually any keyword-based Online marketing, almost always check the [Exact] phrase match box. It is the only legitimate representation of true search volume for particular keyword phrase.

Take the Contextual Tool for a Test Drive

Google’s Contextual Targeting tool is a great resource, particular for those in Pay Per Click advertising. Although its not only for PPC advertisers, the Contextual tool hints at how the search engine “decks” or “indices” work. It breaks down keywords into endless possibilities, revealing new long-tail variations behind each door.

If you haven’t dabbled in the Google Contextual Targeting tool, take it for a quick spin. It can expand your horizons on select keywords and offer insights for further optimization down the road. Like mentioned above, Google’s keyword tool is pretty easy and straight-forward (perhaps too much so.) Be mindful of the phrase matching and keep your keywords nice and organized. It will help facilitate your optimization efforts as well as your deliverables.

Many websites fail to attract the amount of visitors they desire. This is often because the preliminary keyword research of the SEO process was insufficient and viewed from the wrong lens.

For the best direction leading to SEO success, there are many elements that must be analyzed. Most of these stem from using the right Internet marketing tools.

To help you become more successful with your SEO efforts, we outline four essential tools that the best Internet marketers use.

The Google Keyword Tool

Google provides a keyword research tool intended for Pay Per Click advertisers that displays the number (or volume) of people per month that are searching a given phrase. The data provided by the Google Keyword Tool helps to determine both the worthiness and the competitiveness of certain keywords. These two factors may be interrelated, because often a keyword that appears worthy of optimization lacks heavy competition.

Traffic Travis

Traffic Travis is a software platform that comes in both free and paid versions. It offer a fantastic competition analysis tool that provides a “difficulty rating” for a website's ability to rank on select search terms. In essence, Traffic Travis enables you to analyze how difficult it will be to rank and get traffic.

SEO Spyglass

Backlinks are the most powerful indicator of a strong site, especially for SEO. The link analysis provided by SEO Spyglass allows you to see where a site's backlinks are coming from. Spyglass will also provide statistical analysis on the pages containing those links, such as the Google Page Rank and anchor text. The information provided by this tool allows marketers to gauge how strong their websites are as well as their competitor’s. 

Google Website Optimizer

Conversions are key for SEO, and if your landing pages are not converting, your efforts are going nowhere. The Google Website Optimizer allows you to test different versions of a page to analyze which aspects of the page contribute to greater conversions.

Making decisions based on the factual statistics that these tools collect is likely to improve a website’s SEO efforts. By using these Internet marketing tools, you can give your website the SEO TLC it needs to move in the right direction.