This is Part 2 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy [6].
We firmly believe that the best source of keyword data is your own customers. Too often, search marketers over-rely on third-party keyword suggestion tools [7] and neglect their own website data (server log files and keyword analytics), a completely private, self-renewing source of keyword data.
Keyword suggestion tools are fine as a jumping-off point for keyword research [8], but then you need to go beyond that. Build on public keyword data by refactoring insights from private data into your list for an extensive, expanding keyword research database [9]. We believe your own website data has a number of advantages over typical keyword tools:
Personalized keyword research based on real data empowers you to make more strategic search marketing decisions. Your content for both organic and paid search [10] campaigns is more relevant, better targeted to your audience and achieves higher keyword rankings [11] (in the case of PPC, for lower costs).
At WordStream, our keyword research efforts are ongoing and always incorporate this invaluable private data from our customers and readers.
