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?

Analytics expert on today

Avinash Kaushik is one of the world’s top authorities on Web Analytics (his new book, Web Analytics: An Hour a Day is already getting critical acclaim and when I first met Avinash he had quite a crowd around him at the eMetrics conference. Now he’s working on Google’s Analytics team and this morning he’ll be on WorkFast.TV at 10 a.m. Pacific Time today. Join us live to watch the show (the recording will be up next Monday if you miss it). After the show we’ll have an interactive “after show party” on my Kyte channel at 10:35 a.m. Join us there if you want to ask Avinash a question, or leave a question here and I’ll ask the best ones on air.

Even if you miss all that you should read his blog, really is a great place to learn more about analytics.