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07.25.08 Giving Your Business Strategy a Reality Check With Keyword Tools 
By Barry Welford
Some might find the title somewhat oxymoronic, given that the words Business Strategy are coupled with the notion of a Keyword Tool. However the linkage will become clear later. Recently Trevor Claiborne of the Inside AdWords crew at Google informed us all that the Keyword Tool is now Updated With Search Volume Data. He illustrated this with the image shown below: 
If you are not familiar with the Google Adwords Keyword Tool, it would be worth your while to check out. This latest change provides for free what many expensive keyword tracking services had been providing. It’s no surprise that AdWords professionals, such as Xurxo Vidal, Bloom Search Services, are enamored by this new Search Volume Data service. As Tamar Weinberg of Search Engine Roundtable pointed out, some other experts are questioning its usefulness. Michael VanDeMar believes that the tool is useless for SEO, even though it shows exact numbers. Certainly the source of the numbers needs to be considered carefully. It may not provide an exact indication of the clicks your own particular AdWords campaign might produce. However for comparative purposes the figures would seem to be useful and clearly Google itself is the best source for Google click data. The other advantage of the data is that you can download the figures into an Excel spreadsheet. Previously for all results, an indication of the search volume was presented as small histogram bars and only a rough visual comparison was possible. These quantitative results allow more intensive analysis, which is why it can provide a reality check for your business strategy. To explain this requires a short background review of Internet marketing. Challenging Business Realities An increasing number of businesses are realizing that the Internet is the primary way many prospects and clients will be communicating with them. Of course the Internet has a major weakness. That is because the Internet is a really, really crowded scene. It’s hardly surprising to hear that Sir Tim Berners-Lee, the father of the Internet, is working on tags to help find online information. Continue reading this article.
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