As search engine optimization (SEO) professionals, we obsess with search data from a wide variety of resources. Which one is best for our clients? Which keyword research tool reveals the most accurate search behaviors when rebuilding a site’s information architecture? Does our web analytics data validate our keyword research?
And, more importantly, did these tools provide your most desired information? Some answers might surprise you.
Keyword research data
I love keyword research tools. I use all of them because I can discover core keyword phrases, which are commonly used across all of the commercial web search engines. And I can also tailor ads and landing pages to searchers who typically use a single, targeted search engine (and it isn’t always Google, as one might imagine).
However, keyword research tools are not a substitute for a knowledgeable and intuitive search engine marketer. All too often, website owners and even experienced search engine optimization professionals launch into a site’s information architecture without gauging user response. As good SEO professionals, we should understand when it is appropriate to implement keywords into a site’s information architecture: when keyword usage overwhelms users, and when keyword usage needs to be more apparent.