Should I Buy a Keyword Research Tool or Service?

This is a perennial question - and with the recent changes at Google, with upwards of 87% of incoming search traffic now encrypted - people are starting to ask my opinion on this subject yet again.

Allow me to quickly recap this for you : in the past, we saw incoming data in services like Analytics and StatCounter, as well as Squidoo, Blogger and HubPages stats that let us see where the traffic came from. We got the exact URL (address) which meant that for search engines, we got the actual query.

The aforementioned services needed to do a bit of URL bashing to get them out, but they were (and for Yahoo!, some local Google's and other search engines, they still are) available to turn into business intelligence.

That business intelligence was which keywords brought which visitors to what page. Tracking their paths afterwards through the site allowed us to make logical links between the keywords and eventual sales.

That was the foundation of keyword research for many, many tools. Remove the search terms, and they are left with... nothing.

Almost.

They still get query data from the 20% of searches (in some markets!) that aren't done on Google, but that's little help in many cases.

What's more help is that Google still lets us have some keyword data via AdWords - and in particular the Adwords Keyword Planner - which has now been taken advantage of by many tools.

Which brings us to the answer : Yes. Buy a tool. Invest in a service. Pay for keyword research.

However, be aware that there are no tools that have a special relationship with Google, there are no shortcuts, no silver bullets. You are paying for a tool to perform the same tasks that you could, using freely available tools, but much, much more quickly.

Some have the ability to link certain bits of data together and make recommendations, and allow calculations to be done that draw logical conclusions, but the basic data can be replicated with a bit of hard work.

Personally, I only use one tool (Market Samurai, feel free to do a Google search for it) alongside the free stats services, as well as some techniques that I explain in the Keyword Cracker Inner Circle material, but in the end it all boils down to what you do with them.

So, tools are good, but applied keyword intelligence is better!

The Future of Organic SEO

I logged into my Google AdWords account the other day, and got a bit of a shock - it seems that Google is retiring their External Keyword Tool, and haven't really provisioned a replacement.

I mean, there's the Kayword Planner, but that really isn't as easy to use or as powerful as the Keyword Tool was.

Now, this article isn't going to tell you what to use instead, because there aren't really any good free replacements. If you liked the Google AdWords Keyword Tool (External) then you're going to have to put your hand in your pocket and pay for Wordtracker, or similar.

They're not paying me to say that - I mean it - but bear with me a moment, because ... it may not matter!

Recently, Wordtracker's own Mike Mindel was asked his opinion of the withdrawal of Google's tool by Brent Hodgson from Keyword Blueprint. Mindel's reply reinforced the Wordtracker line that Google's toolchain is strongly oriented towards PPC, and is, at best, inadequate for organic keyword research anyway.

And there's the rub - SEO and keyword research are as important as they ever were, but the approach needs to change. In my opinion, Mindel is only half right. Wordtracker and tools like it are only half of the answer.

It's nice to see what people are searching for, but the context shouldn't be weighted towards the volume of search requests for a two, three or four word phrase. It should be weighted towards the content that they end up looking at when they deploy those keywords in a search.

Let's trust Google to return the best quality results, while we use tools to see what keyword phrases led them to those results.

The new face of SEO is going to be (if it isn't already) geared towards creating quality content first, and then looking at the numbers later. And guess what? Google's got a tool for that; it's called Google Analytics, and my take is that a combination of content testing, post-publication tracking, and analysis of Google Analytics reports is likely to be more productive for organic SEO than the AdWords tool ever was.

Either that, or HitBox (a web counter and analytics tool from the 1990's) is going to make a comeback.