Keyword discovery with Google tools
A new article on the official Google Analytics blog gives some good tips on using Google tools to find additional keywords to target for your PPC campaign. We're all familiar with Google's Adwords Keyword tool, a great resource for both SEA and SEO keyword discovery. Google Analytics also contains a lot of functionality to help you with both SEO and SEA, especially with the recently introduced segmenting feature. But there's more.
The Search-based Keyword Tool (still in beta) is a variation on the Adwords keyword tool, different mostly in that it gets its data exclusively from actual searches and your website's keywords. It works in a similar way to the Adwords keyword tool; you supply a URL of a page on your site, enter one or more relevant keywords, and the tool provides you with additional suggestions. These keyword suggestions are divided into two categories: search phrases that match the content on your site and search phrases that are related to the keywords you provided.
The tool's strength lies in the fact that it only shows you actual search phrases that users typed in the Google search box. There's no guesswork or automated synonyms, only real keywords that people have really used. It's a handy supplement to (but certainly not a replacement of) the existing Adwords keyword tool.
The article then continues with Google Insights for Search and how it can be used to target your SEA campaigns regionally and seasonally. Nothing new there, but it rounds up the article nicely and may inspire readers to dig a little deeper into keyword research to see if they can improve the effectiveness of their PPC campaigns and SEO efforts.
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