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.

Online marketing is in a constant evolution, particularly with respect to tracking and analyzing data. Before Google launched its Multi-Channel Funnels on August 24, 2011, “sources of conversions” was a metric determined by the last destination from which a user came to a website. Now, with the new features of the Multi-Channel Funnels, Google Analytics offers insights about the various channels that users may have interacted with prior making a conversion.

The features of Google Analytics' Multi-Channel Funnels allow marketers to track the interactions consumers have with various forms of online marketing that lead to conversions. In short, the information provided offers valuable insights as to the impact of organic SEO efforts, banner and display advertising, Pay Per Click, as well as social media, email, video and mobile marketing. With Multi-Channel Funnels, online businesses have the capabilities to analyze how all of these online marketing methods come into play.

Google Analytics offers five new reporting features with Multi-Channel Funnels. This allows online businesses to track and analyze data from a number of perspectives. Learn more about each of these five features below.

The Overview feature of Analytics' Multi-Channel Funnels provides a summary of data on total conversions as well as assisted conversions. In addition, the Overview offers a Venn diagram that gives users a visual representation of which channels (Paid Advertising, Organic Search, and Direct Traffic) contributed to conversions as a whole. This multi-colored diagram is most useful for analyzing assisted conversions where more than one source is responsible for sales.

The Assisted Conversions report outlines the various sources of traffic and each one’s impact on aiding a conversion. In essence, this feature sheds light on which channels are influencing conversions more directly than others. Assisted conversions displays the amount conversions that occurred during a specific period of time. This information also shows the “assisted conversion value” of each channel, as well as “last interaction conversions,” which is the referral or channel that immediately precedes the conversion.

Also of great value to the Multi-Channel Funnels is the Top Conversion Paths report that shows the path consumers take leading to conversions. It can be sorted in several ways and is useful for determining the most effective keywords for organic search and Google AdWords campaigns.

Google Analytics also offers reports on Time Lag. This report displays the time it takes for conversions to occur starting from the time users first make contact with a specific source until the time of a conversion. Also of interests in the new five reporting features is Path Length. This displays the number of channel interacts leading up to conversion.

Currently used by 161 of the Top 500 Internet retailers, Google Analytics offers other useful features that will enable marketers to analyze their website and Internet marketing performance. The importance of the new Google Analytics reports impact the primary factors that affect online businesses. Richard Frankel, president of Rocket Fuel sums up the advantages of these reports, stating that, "Marketers can input all the metrics they gather - about brand impact, intent, sentiment, clicks, shares, conversion, and the like - into the media-buying process to make the most accurate buys possible".

Google has made a recent change to the AdWords platform which could very well affect your Pay Per Click advertising performance. In accordance to this change, Google has announced that they are improving exact match and phrase match. Many advertisers debate whether the change is actually an improvement, or simply a way to make more money from savvy marketers who use AdWords.

Here is what Google is doing are doing: Exact phrase match used to mean that if an advertiser bid on [hair loss treatment] as an exact match, the only search query that display their ads was that precise keyword phrase. Now Google has changed the true definition of exact match to make it more flaccid. Now, "exact match" also includes close variations, such as singulars, plurals or misspellings. So bidding on [hair loss treatment] will still display ads based on searches like:

• hair loss treatments
• hair lose treatment

Why the Worry?

If you take a look at the buying cycle with respect to plural and singular variations in user searches, there are notable differences to keep in mind. A user who is searching "hair loss treatment" is seeking a solution or product to buy right NOW. An individual searching for "hair loss treatments" may be doing some research and getting a lay of the land for products or solutions to buy 2-3 weeks from now. There have been studies done that prove these differences in plural vs. singular search queries. This is big deal for PPC advertisers, and the changes Google has implemented could very well have an impact on impression share and overall ad spend. The good news is that you can opt out of the change.

How to Opt Out

In the Campaign settings, you will see this menu of options under the "Advanced Settings" toward the bottom:

By clicking on plus symbol next to “Keyword matching options” you are given the option to opt out.

By opting out of this new change by Google, the result may very well strengthen your advertising efforts. Even decent PPC advertisers (who fail to opt out) are going to begin realizing lower quality traffic. This will allow you capitalize on their mistake, and in essence, take advantage of the new AdWords change to exact match.

Please, let us know what you think of this new change in the comments below.