Change in Google Keyword Tool

Google has made a very welcome change in their keyword tool which until recently was only available to adwords account holders. They have made this an external tool which can be accessed at: https://adwords.google.com/select/KeywordToolExternal.

The keyword tool now reports search volume. Previously it only showed bars next to the keyphrase showing search volume. There wasn’t any way to quantify this. It now shows numbers. Google’s adwords.blogspot.com states “you’ll be able to see the approximate number of search queries matching your keywords that were performed on Google and the search network”.

This is big change for a couple of reasons. Google has always been very private about sharing search volume numbers so this is a major policy change. Another reason is to have real search volume numbers even if they are approximate. The two other keyword analysis tools used predominantly by SEO’s are keyword discovery and wordtracker. Both of these tools estimate search volume and the big unknown has always been the accuracy of these estimates because they only gather data on a small percentage of the actual searches being done. A guess is being made based on these estimates.

Google commands about 78% of the global market for search right now. It has access to a huge amount of data on real searches. Now that the external keyword tool shows search volume internet marketers for the first time have real data to base their keyphrase decisions on. This information can be used to drive organic or pay per click search campaigns.

It is too early to determine the accuracy of the approximate number of search queries the tool is reporting. There is a lot of skepticism as to google’s motives for the unleash of this data. Time will tell how it changes how keyword research is performed and how it will effect the two major paid keyword research players: Keyword Discovery and Wordtracker.

Lynn Jebbia is a Senior Project Manager at ArteWorks SEO. Her focus is SEO Strategy, Keyword Analysis, Competitive Analysis, Web Site Audits, Pay Per Click Management and Client Account Management.