Introduction: Keyword demand is an important part of online marketing. There are many aspects that makes it difficult to estimate the keyword demand.
Here we give you details of what you need to now about keyword demand.
Definition: The number of searches for any particular query is referred to as keyword demand. So, although search referrals tell you how many of those searchers clicked through to your site, keyword demand tells you how many searchers used that keyword in total in the search engines. Keyword demand counts the people that chose a result from your site as well as all of those searchers for that keyword who chose to click someone else’s site.
Description: Despite knowing which keywords people use for searching, we consider the demand as the most important information. The sources for the keyword demand aren’t very precise.
Here are the main sources:
Yahoo: Large data base. Very polluted.
WordTracker: Small data base. Polluted.
Keyword Discovery: Unknown data source. Inconsistent results.
Google: Gives demand in a scale. Very polluted.
Because of the limited information available and the pollution of the results, where automated software search the search engines for information, the search demand isn’t to be taken too literary.
Keyword demand is best used as an indicator then you select the keywords you want to put extra work into getting a god rank in the search engines.
Because any keyword demand given isn’t precise, we recommend you use the keyword demand to choose between different keywords instead of seeing it as a precise number.
Keyword demand is almost given in as many different denominations as there are sources. We give the keyword demand as number of searchers world wide per day.
There can be big differences between the estimations from the two best sources for keyword demand.
1. Some of the differences can be explained by Yahoo add single and plural form of a keyword together when calculating the search number (ex. mortgage + mortgages = 249 981 searchers per day world wide). WordTracker gives different demand for single and plural form of a keyword.
2. A second part can be explained by the automated software searching for information. An example is the ranking tools that search the search engines for a list of keywords to let the webmaster know where they rank. Done for many keywords, every day, by many websites owner it inflate the keyword demand a lot.
3. A third part can be explained by the search engines served different customers segments.
4. A fourth part can be explained by searchers use different search engines for different tasks etc.
We have chosen to give the keyword demand as the averages between the two best sources to level out average and mistakes.
History: The history of keyword demand has shown surprising small improvement of technique to collect the keyword demand and increasing pollution of the sources.
There is in the moment no clear source that gives a good and reliable keyword demand.
Future: Many peoples in the online marketing market are trying to find a way to give a more precise keyword demand. The big problem is that information given from the search engines can be used and misused. The search engines like to limit information to specific customers in ex. the Adwords or webmaster program.
How to control yourself and others: Make a list of keywords you are targeting.
If you are not targeting any keywords in specific, chances are that you could attract more searchers with the same amount of work you are doing now.
If you are targeting top genetic keywords and you are not a online leader in your industry, you will get more searchers if you choose a less competitive part of the market and wait to compete for the most competitive keywords until your website have gained enough authority.
How to practice: Without information about the keywords searchers are using to find your kind of service/product and the keyword demand, it is difficult to practice.
In Google Adwords you are able to paste you keyword list and get the amount of searcher and a estimation of the value per click.
Tips: Information that helps you targeting the right keywords can increase your efficiency many times.
For very popular keywords, as mortgage, Yahoo gives an overestimated demand and it is therefore better to look at the demand from Wordtracker.
For long tail keyword phrases, as “bad credit foreclosure mortgage refinance stop”, it can be better to look at Yahoo numbers because their database is bigger and not many are looking for their ranking for long tail keyword phrases (less polluted).
Most times it is better to target keywords that lead to a high conversion, than keyword with a high demand.
A different strategy that can be used when you have found a large list of potential keywords that you want to target, is to find a more reliably search demand and the quality of the demand. You do this by marking Ad campaigns in one of the big PPC search engines (Google is properly best). Here you can test the amount of searchers in Google, how many finds your ad so interesting that they click on it, how many and who convert to customers.
This technique is best used for keyword with massive competitions to avoid spending lots of money on SEO for keywords with little value.
It might also be cost efficient to use ads in PPC search engines if the demand is very low and the cost might be higher to create contents to attract searchers, when the income generated.
Conclusion: Estimations of keyword demand is based on low quality sources and therefore it is best to use the information as indicators.
Go for high converting keywords instead of keyword with a high demand.