The most important Google Tool for businesses (that you probably have never used)

Yesterday, when I spoke at the New Media Expo I showed off the Google AdWords Keyword tool. Then I asked how many people had used this tool before. At least 1/3rd of the audience didn’t raise their hands. Now this is an audience of professional online content developers. People who SHOULD know how to use tools to find better ways to market their content.

If 1/3rd of this audience isn’t using this tool, the chances that most businesses are using it are between zero and none.

What does this tool do? It helps you see the searches that people are actually doing on Google. Let’s say you had a quilting store. Do you really know what searches people are actually doing to find information about quilting? If you haven’t used this tool, no, you don’t.

This tool also is important to figure out how many people are searching for a particular topic. This helps you test your assumptions of how many people are really searching for something. This will help you choose your title tags, and, even, your content.

It’s not the only tool that online marketers should be using, either. In this video Avinash Kaushik, who is one of the world’s top analytics experts, and now works at Google, gives you other tips for how to use tools like this one, along with measurement tools to refactor your Web site’s content.

Are you doing this stuff? Why/why not?

For those of you who do use this tool, do you have any advice for people who are discovering what this tool does for the first time?

82 thoughts on “The most important Google Tool for businesses (that you probably have never used)

  1. I own an AdWords agency and I use that Keyword tool dozens of times a day. If you’re not using Google’s Keyword tool, you really should.

    It’s useful for SEO, SEM and Facebook News Feed Optimising.

  2. I own an AdWords agency and I use that Keyword tool dozens of times a day. If you’re not using Google’s Keyword tool, you really should.

    It’s useful for SEO, SEM and Facebook News Feed Optimising.

  3. I’m afraid that I would of been one of the one third that didn’t raise my hand. I had heard about Google AdWords Keyword tool but I had just never got around to trying it out. After reading this article, watching the video and putting several of my sites into the AdWords keyword tool I find myself wishing that I would of been using it. I have been wondering why some of my sites do better then others, why some have not grown at all, and how to make all of them perform better. After spending just a few minutes using this tool, checking out my sites with it, I can see where I can make a lot of improvements. I kept thinking I needed to work harder on my sites but now I realize what I need to do is work smarter on them.

    Thank you so much for this article and bringing this to my attention.

    Sincerely
    Karen

  4. I’m afraid that I would of been one of the one third that didn’t raise my hand. I had heard about Google AdWords Keyword tool but I had just never got around to trying it out. After reading this article, watching the video and putting several of my sites into the AdWords keyword tool I find myself wishing that I would of been using it. I have been wondering why some of my sites do better then others, why some have not grown at all, and how to make all of them perform better. After spending just a few minutes using this tool, checking out my sites with it, I can see where I can make a lot of improvements. I kept thinking I needed to work harder on my sites but now I realize what I need to do is work smarter on them.

    Thank you so much for this article and bringing this to my attention.

    Sincerely
    Karen

  5. Google is a confused culture, on one hand they support Open Source and content and yet when you use this keyword tool, the block trademark terms like “Epson” and others not allowing “Fair Use” advertising. Why would they not allow one to advertise “compatible with Epson” or “works the same as”

    Google needs to get there act together, they are as confused as MS is now, they dont know what direction to go….

  6. Google is a confused culture, on one hand they support Open Source and content and yet when you use this keyword tool, the block trademark terms like “Epson” and others not allowing “Fair Use” advertising. Why would they not allow one to advertise “compatible with Epson” or “works the same as”

    Google needs to get there act together, they are as confused as MS is now, they dont know what direction to go….

  7. This tool is awesome! Not just show what people are doing with the google search, but you can plan a direct markting using that (of course, not a whole plan). I’ve been using this tool for a year and it has been very welcome when I need to promote some website that I worked on. When you work with 3 or 4 words this tool becomes the north.

  8. This tool is awesome! Not just show what people are doing with the google search, but you can plan a direct markting using that (of course, not a whole plan). I’ve been using this tool for a year and it has been very welcome when I need to promote some website that I worked on. When you work with 3 or 4 words this tool becomes the north.

  9. Publishing great content is one thing, but if people can’t find it, what’s really been accomplished? It’s amazing to me that the tools that have been mentioned above aren’t being used to their fullest potential by more companies.

  10. Publishing great content is one thing, but if people can’t find it, what’s really been accomplished? It’s amazing to me that the tools that have been mentioned above aren’t being used to their fullest potential by more companies.

  11. Thanks. I have been working to build traffic on my site and this will help. I do think that there is a danger in allowing keywords to dictate content, but it is still helpful to get an idea of what the masses who search for a specific keyword are looking for.

  12. Thanks. I have been working to build traffic on my site and this will help. I do think that there is a danger in allowing keywords to dictate content, but it is still helpful to get an idea of what the masses who search for a specific keyword are looking for.

  13. It baffles that so many people in the SEO field can be oblivious to some of these tools. I’m fairly new and even when I was on the outside looking in, a while back, I was quite familiar with them.
    Creativity and ingenuity and critical in getting your message/product out… Apparently, staying clear of mainstream PR is another ;-)

  14. It baffles that so many people in the SEO field can be oblivious to some of these tools. I’m fairly new and even when I was on the outside looking in, a while back, I was quite familiar with them.
    Creativity and ingenuity and critical in getting your message/product out… Apparently, staying clear of mainstream PR is another ;-)

  15. Robert,

    My apologies. I guess I misunderstood you when you said you had “tons of evidence”. I didn’t realize that meant “lots of opinions”.

    Thanks for the link to the tools. Will certainly prove useful

  16. Robert,

    My apologies. I guess I misunderstood you when you said you had “tons of evidence”. I didn’t realize that meant “lots of opinions”.

    Thanks for the link to the tools. Will certainly prove useful

  17. I just don’t understand why this tool is not explicitly available when you are creating your adwords account and campaigns.. Even yahoo has some keywords advice.

  18. I just don’t understand why this tool is not explicitly available when you are creating your adwords account and campaigns.. Even yahoo has some keywords advice.

  19. >I would most certainly love to see the analysis you’ve done with corporate web site title tags and how it correlates to the use of keyword tools.

    I don’t have such a thing. I’m sure you’re getting paid to do such a thing, though. So have at it.

  20. >I would most certainly love to see the analysis you’ve done with corporate web site title tags and how it correlates to the use of keyword tools.

    I don’t have such a thing. I’m sure you’re getting paid to do such a thing, though. So have at it.

  21. Eddie: hmm, I am using Firefox and the latest Flash player and it plays fine here. Did you see the video download past that point? What browser/Flash plugin are you using?

  22. Eddie: hmm, I am using Firefox and the latest Flash player and it plays fine here. Did you see the video download past that point? What browser/Flash plugin are you using?

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