How to Gauge the Missed Opportunity Costs
§ Calculate the missed opportunity cost of not ranking well for products and services that you offer?
How Frequently Are People Searching For My Keywords?
-Tools to check popularity of keyword searches
–Overture’s Keyword Selector Tool (http://inventory.overture.com)
–WordTracker.com
–Trellian’s KeywordDiscovery.com
–Google’s Keyword Tool
–Google Trends
–Google Suggest
Overture Keyword Selector Tool
Pros
–Free!
–Data is from a large sample of Internet searches (including all searches on Yahoo!)
Cons
–Variations of keywords are aggregated (e.g. verb tenses, plural & singular, misspellings)
–Rife with bogus data from automated searches
Only a month’s data. No historical archives
WordTracker.com
Pros
–Based on last 60 days worth of searches
–Singular vs plural, misspellings, verb
tenses all
tenses all
separated out
–Advanced functionality: keyword “projects”,
import data into Excel, synonyms, …
Cons
–Requires subscription fee ($260/year)
–Data is from a small sample of Internet
searches
(from the minor search engines Dogpile and
MetaCrawler)
–Contains bogus data from automated searches
–No historical archives
KeywordDiscovery.com
Pros
–Full year of historical archives
–Data is from a large sample of Internet searches (9
billion searches compiled from 37 engines)
–Singular vs plural, misspellings, verb tenses all
separated out
–Can segment by country
–Advanced functionality: keyword “projects”,
import data
import data
into Excel, synonyms, …
Cons
–Access to the historical data requires
subscription fee
subscription fee
(~$30/month)
–Contains bogus data from automated searches
Google AdWords Keyword Tool
Pros
–Free! (Must have an AdWords account though)
–Data is from a large sample of Internet searches
(from Google)
–Singular vs plural, misspellings, verb tenses all
separated out
–Can segment by country
–Synonyms
Cons
–No hard numbers
Augment this tool with other free Google tools:
–Google Suggest (labs.google.com/suggest)
–Google Trends (www.google.com/trends)
How To Factor in Competitiveness When Looking at Keywords?
Competition for that keyword should also be considered
–Calculate KEI Score (Keyword Effectiveness Indicator) = ratio of searches over number of pages in search results
–The higher the KEI Score, the more attractive the keyword is to target (assuming it’s relevant to your business)
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