I was thinking about several keyword tools out there offering basic analysis of what’s popular, including WordStream’s own free keyword tool, but none of them approaches WordStream's keyword management solution in its sophistication and prompting to help us make the right choices for our search marketing campaigns. I don’t run any paid campaigns, so I don’t use WordStream in the same way many users do, nor is that the focus of this article (you can learn about using WordStream's solutions for PPC in this video).
Sometimes, it’s not what a tool or platform does, but the way it does it – the interface that stimulates creativity and gets us to make associations we might not otherwise make. I could have pulled my keywords over the last week from Google Analytics and gotten much the same information about my search traffic – but Google Analytics is an analytics platform, and it’s not designed to council me on better search choices, while WordStream's purpose is to help me make better choices for paid and organic search and to automate the creation of PPC campaigns. It also integrates with Google Analytics via AdWords (but I don’t know yet how it supports other analytics packages).
Using WordStream, I looked at my keyword list and saw phrases I don’t recall writing a post about, yet searchers were looking for just that information and came to my blog – from search engines – and I wondered if my content actually answered their questions. I used Google Analytics to extend my questioning from the stream of thought that WordStream started me on.
For the term “conversational quotient,” my site search returns this post about Twitter Friends I wrote early this year – but who was this individual and did they land on that page? Google Analytics told me the visitor came from Yahoo and bounced after reading my post – they did not go to another page (so we don’t know how long they actually stayed on the site – a problem with most analytics packages that only have a single page view during a session or visit).
Google Analytics also told me this was a new visitor who was in San Diego, using Windows at 1024x768 resolution at the time the search was performed this week. Based on what I found, I assume I didn’t answer that person’s question. A search on Google shows that “conversational quotient” should be an easy keyword to rank on since there aren’t that many pages showing up for it (3,880,000 pages at the time of this writing), and the top result is an ADWEEK article by Brian Morrissey that talks about social media metrics and search engine advertising.
Actually, that ranking by Brian Morrissey gives me a clue as to what Google thinks the “conversational quotient” is about – and how I’d write my post (which I will write, by the way) using WordStream’s Free Keyword Tool to help me.
I got several ideas using WordStream’s keyword tool, but the gist is to combine what Google tells us about what it thinks people want when they type in “conversational quotient” and WordStream’s data on what keyword phrases are in demand (relative volume is high) that match.
I’ll let you know how that post at WebMetricsGuru I write on the conversational quotient does in Google’s ranking in a few weeks.
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