You can select the level of specificity for the results (eg. keywords in any order or exact keyword inside a search term). This distinction is useful depending if you need suggestions or want to measure the competitiveness of a keyword.
Wordtracker also provides a list of 100 keyword suggestions complete with search estimates, competition levels, an ‘In Anchor and Title (IAAT) statistic and the Keyword Effectiveness Index (KEI).
Weaknessess of Wordtracker:
Wordtracker only allows geographic targeting for the USA and UK in the free version. To access the Australian data you must upgrade to the full subscription for $69 month.
It isn’t often that you will find a free tool that provides an analysis statistic that the Google Keyword planner doesn’t. Google provides a competition statistic however it is based on the number of advertisers on Google targeting that keyword. In comparison, the IAAT and KEI estimates that Wordtracker provides are based on competitors that have optimised their website for the particular keyword in question. This means your results will include competitors that aren’t using adwords, a much broader analysis.
Aside from having to pay for Australian specific results, we really like the Wordtracker tool. They also have a handy free newsletter which has good marketing tips and a free “how to” guide for keyword research that can be downloaded as a pdf file.
The SEO book keyword tool is powered by Wordtracker and it cross references the keyword suggestions with Google, Yahoo and Bing.
Strengths of SEO book:
SEO Book provides actual queries that have been searched which means the daily estimates are likely to be fairly accurate.
This tool provides separate statistics for each search engine (Google, Yahoo and Bing) allowing you to easily compare search traffic across them.
Weaknesses of SEO book:
SEO Book only allows for one keyword submission at a time, which makes it difficult to compare a list of keywords.
The tool provides fairly accurate estimated daily searches however it does not provide any information on the competition surrounding the keywords. This information would be useful for businesses that either have expensive or highly competitive keywords to give them insight for targeting more specific or niche keywords.
Strengths of Word pot:
Word pot clearly distinguishes between the amount of exact matches and total matches that the keyword suggestions have on a daily basis.
Easy to use
Weaknesses of Word pot:
This tool also only allows for one keyword input at a time.
Wordpot does not include any information on keyword competition.
Only provides 25 keyword suggestions and many include brands or locations so they are possibly irrelevant.
Does not allow any geographic targeting.
The Google Keyword planner has many of the same features as Wordpot however cross-referencing is useful to get a more comprehensive view of the keywords in question. Wordpot should be used in addition to the Google keyword planner to get secondary information.
In addition to free tools noted above, we also tried a paid tool. This is what we found:
Raventools combines domain and keyword research into a single research resource and can generate statistics on external keywords.
Strengths of Raventools:
Raventools collects keyword information from your Google, Twitter and Facebook.
Allows you to add multiple keywords in at once.
Provides information on keyword performance, insights, email metrics, event management, site performance, PPC, content, SEO and Social Media reports.
Raventools generates statistics on external keywords– therefore allowing you to consider keywords you may not have targeted before.
They provide a free 30-day trial including 2 websites, 2 users and access to all data integrations.
Weaknesses of Raventools:
Basic version starts from $99/month.
What does our research mean?
Even though on the surface the paid research tool “Raventools” was the most comprehensive, if you are only requiring keyword research a few times a year the free tools will be sufficient.
What I recommend is using a combination of all tools. Across each of these tools, a keyword phrase often resulted in different traffic estimations. Best practice for conducting keyword research would be to use multiple tools to cross-reference and ensure you are getting the most accurate information as possible.
The important thing to note is that all these tools are based on estimations so don’t expect precise quantitative analysis. This is where your (or ours!) marketing mind comes into play, don’t let the tools make up your mind for you!
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