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Using WordStream's Free Keyword Tool for Brand Query Analysis

By Elisa Gabbert August 09, 2010 Posted In: WordStream Comments: 0

Search Engine Watch today published a really interesting article called "How to Cut Through the Clutter in Branded Search," using WordStream's keyword tools as the first step in a brand query analysis. In this article, Web Liquid Group's Paul Burani (Web Liquid is a New York marketing agency that measures brand health in the digital space) helps a friend, a chief marketing officer, develop a methodology for obtaining "an objective view on [a] brand's overall performance in digital." Paul writes:

I told him that one way of answering the question would be to look at the trend in search query volume for the brand name -- if more people are querying keywords related to the brand name this month, compared to last month, that would be one way to answer the CMO's question. This data is readily available from Google's AdWords Keyword Tool.

But not all of the most popular queries are relevant to the product. Take a brand like Subway, for example:

  • subway sandwiches

  • subway menu

  • subway map

  • subway coupons

  • subway lines

  • subway station

As any digital marketer knows, search behavior is far too complex to rely on just one tool for insights on brand health...

Head over to Search Engine Watch to see how he used the Free Keyword Tool to determine a brand's query volume performance month to month.

If you've found a novel way to use any of our keyword tools, we'd love to hear about it! Leave a comment or send us a note.




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