Google provides us all with their AdWord tool and if used properly it can be the back bone of any Organic and/or Paid Search campaign. Keyword discovery is massively important to any campaign as the provider and client need to come up with the correct choices that are going to not only get first page results but ultimately are going to drive clicks and conversions for sites. It is all well and good targeting the most competitive keywords but what happens if they don’t get 1st page listings because companies are sometimes just too strong to overtake? And what happens if an SEO company targets purely long tail keywords? Likely hood is there will be plenty of first page listings but will they get the clicks that are desired to make sure the campaign is a success not just for the SEO company but most importantly the client.

The keyword tool allows both the SEO Company and the prospective client to review the keywords on Broad, exact, phrase and negative forms. The beauty of the keyword tool is that it uses actual data of what actual people are searching for so as stated if used properly it can prove to be a major advantage in any campaign.

Once a keyword or phrase is entered into the tool, a table appears with three key sections: Advertiser Competition, Local Search Volume, and Global Search Volume. Google advises, “If you use the standalone or external Keyword Tools, your country and language selections will influence [the Local Search] column. The Global Monthly Search Volume column always shows traffic in all countries and all languages. ” Thus, the local-search numbers are really not all that local. They most likely represent your country, which can be useful if only trading in your country. Global Monthly Search Volume represents search volumes worldwide. Advertiser Competition shows how competitive the particular term is in AdWords, but this, too, can be used as a general guide for natural search optimisation.

We particularly recommend thorough keyword research before going ahead with any marketing campaign.

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