Investing In Keyword Research Tools
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When marketers start tinkering in search engine optimization (SEO) or in paid per click (PPC) advertising the lure of "free" draws in new search marketers like moths to a flame.The most well known "free" tool out there is the Yahoo/Overture Inventory tool. Aaron Wall of SEOBook.com has also has an expanded version of the Yahoo! tool, by adding in the subjective search totals from Google and MSN via a calculation of roughly twice the number of searches in Yahoo! for the Google total, and 1/2 the number of Yahoo! searches for the MSN total.
These tools are great to give a general idea for keyword research and at first, seem like the best source of information out there. They are also a great way to find alternative keywords that you might not have thought about. If you are a search marketer who is just starting out, these tools are a great help in helping your clients, whether they are internal or external, figure out just where it is they want to go keyword wise.
At some point, search marketers have to move beyond the lure of the "free". Why? Skewing of the keyword is why.
The best example of skewing with the free keyword tool from Yahoo! is the term "Halloween Costume". If you started to build a site for your Halloween Costume store back in February and started planning for your PPC budget in February and you were utilizing the Yahoo!/Overture tool, you could be highly disappointed come August, September and October.
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