Google Adwords recently released a new search-based keyword tool that will help advertisers discover which keywords relating to their services and/or products that they are not optimising their website for, and which may cause them to miss out on additional business as a result.

It’s a handy tool in that its results eliminate the terms you are already optimising for. If you have an Adwords account, and are logged in, then it will only display those keywords that your account is not currently advertising. One of the most convenient things about the tool is that you insert your URL and it then searches your site for missing keywords, as opposed to sitting on the Google Adwords Keyword Tool and going through hundreds of possible keyword options, which will then need to be checked against your site to see if they are already optimised for.

Don’t get me wrong, I am not slating Google’s other keyword tool and personally find it very valuable. It definitely has its benefits, and is especially helpful if you are looking for the long-tail variations of a particular key phrase. It also limits the keyword derivatives and search volumes to your targeted country. I’m not entirely sure if the new Search-based Tool limits the search results to specific countries’ volumes/derivatives according to the URL entered (.com, .co.uk, .co.za), but it poses a number of problems for .gov and .org domains for instance. Another option is that the tool bases the search results on where the site is hosted, but this has its own set of problems as often sites are hosted outside of their target market’s geographical positioning.

After entering your URL and key phrases, the tool displays the results page which will look something like this:

Scanning through the terms that your site is not yet optimising for can deliver some interesting results, especially when some of the missing terms are close to terms already being optimised, but which are not quite covered. There may also be some simple terms missing from your existing account. At this point you should consider which terms will bring in the best ROI and add them to your Adwords account immediately, so as not to miss out on potential business.

This tool is, of course, beneficial for Google as well because they expect it to encourage online advertisers to increase their Google Adwords spend. This in turn helps Google fill their pockets while they ‘help’ various online companies benefit from the potentially business enhancing suggestions. Even though I haven’t used it extensively, I find it to be a valuable addition to Google’s various search engine optimisation tools. This being said, be aware that this may not be the final say on the matter from my side:)

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