Keyword Generators help expand and diversify your keyword lists for more traffic and conversion opportunities. Try WordStream's Keyword Generator FREE Today!

1. Keyword Generator Tool - Do Keyword Generator Tools Hurt More Than They Help? Keyword generator tools supply keyword ideas for marketers' search campaigns. Although they are helpful in generating lots of new keywords and keyword variations for you as a marketer to consider, there are a myriad of risks and downsides associated with using keyword generator tools depending on how the tool is returning its data. Most tools are based on either search query popularity or dictionaries; either way, you end up with a keyword list that isn't particular to your website or your business. WordStream's innovative approach to website keyword generation turns this risk on its head by mining your website's log files to identify the long tail of search queries that bring actual traffic to your site. So, how can you help your search marketing efforts by leveraging keyword generator tools, avoiding the pitfalls and taking advantage when you can? Keyword generator tools: types and consequences There are three ways to generate keywords for your search campaign: by dictionary, popularity, or your site's history. Dictionary and popularity tools can be helpful when a website is just starting out, but beyond that, they may do more damage than good. Keyword generation by web history is the best way to identify keyword opportunities for a website of any age because these keywords are much more likely to be specific and relevant to your site and your business, and they remain unseen by your competitors. As demonstrated above, popularity tools are a step ahead of dictionary tools for brand new or un-launched websites, and since new websites don't yet have web logs, log file tools aren't effective. When used properly, all three tools can complement each other and your search campaign. The three types, including benefits and risks, are outlined in detail below. Keyword Generators by Dictionary Dictionary-based keyword generators, such as Efficient PPC, emit keyword synonyms, plurals, and re-ordered variations of current keywords. The biggest danger here is that the frequency of these searches, if they're ever searched on at all, is entirely unknown. For this reason, the above figure warns against using dictionary based tools for any serious keyword research; keywords are generated by a computer, not by concrete search data. What's more, just because a word is a synonym of a keyword doesn't mean you should start bidding on it. For example, entering "
apple computers"
into one such dictionary keyword generator produces keywords like "
apple pie"
and references to New York City as the "
Big Apple."
No matter what your business, a dictionary is bound to return similar words that will only detract from your search performance. Lastly, once you have all these keywords, you still need to sort through, organize, and group them into something actionable before they are of any help. Here, searching for and segmenting new keywords becomes a periodic chore. So, using a dictionary-based keyword generator tool has many negative consequences, including: High Likelihood of Irrelevance: Just because a word is a synonym of your current keyword doesn't mean it's relevant to your business, so it's likely you'll end up with an array of junk keywords. "
Fake"
Data: Keywords are provided by a computer and aren't contingent on actual searches. This means you could waste a lot of time on keywords and corresponding ads that will rarely or never be seen. Lack of Market Insight: Dictionaries cannot provide insight into current search query trends and the state of the market. No Ability to Take Action: Once you have these keywords, your work is far from done. You now have to sort through, organize and edit them into something useful before you can add any new keywords to your search campaign. Generally, be wary of dictionary keyword generator tools because they're not much more than just that--a dictionary. It's better to use a popularity-based tool so you can see actual search queries and avoid the computer's errors, right? Don't be so sure... Keyword Generators by Popularity Popularity-based generators, like Keyword Discovery or Google's free suggestion tool, are generally considered a step above dictionary-based keywords because their suggestions are based on actual searches. If your website just launched, or is just about to launch, these tools can be a helpful starting point to provide ideas for both search and content. If you are in such a position, you can use WordStream's keyword suggestion tool, which provides all the functionality of Google's keyword generator tool but a lot more. You can generate a list of keyword suggestions around a word, phrase or URL, modify the terms if desired, and import them directly into your keyword management system at the click of a button. No more bothering with transferring all the data to a spreadsheet, and then wondering what to do with it. You can then use this keyword data as a starting point and build it up with better methods. Remember, just because a keyword is popular and a traditional keyword tool deems it similar to the keyword you entered, it's not necessarily appropriate for your website. Also, like dictionary-based keyword generators, these keywords are widely available and offered up to anyone else using the tool, so you may find yourself competing for more and more keywords with advertisers promoting similar products. By definition, popularity-based tools also completely ignore the long tail of search. The long tail constitutes the majority of search queries and these keywords tend to result in higher return on investment (ROI). By focusing on the most popular searches, not only are you discovering the keywords with the most competition, which generally means higher cost per click (CPC), you're also neglecting the more specific, long-tail queries and subsequent warm leads. By using popularity-based keyword generators, you're susceptible to risks such as: Increased Cost and Keyword Competition: Popular keywords tend to have the highest advertiser competition, which produces higher CPC and/or lower ad position. No Long-Tail Keywords: Long-tail keywords make up the majority of search queries and they tend to convert better than general keywords--a search campaign comprised of the more common keywords consequently neglects most of the market. Frequent Maintenance: Popularity-based keyword generators can provide good insight into the current market, but markets change everyday. In order to keep an eye on search trends, you would have to use the tool periodically. Irrelevant Results: Like dictionary-based keyword generators, popularity-based generators return synonyms of your current keywords, which doesn't guarantee relevancy. After reading the potential consequences of dictionary- and popularity-based keyword generators, the question then becomes: Why base your keyword list on the suggestion of something that doesn't know anything about your business? Instead, why not base your keyword list on searches that people actually use to find and click through to land on your actual website? Keyword Generators by Web Log Files WordStream's log-based Keyword Discovery Tool allows you to tap into your personal web files, indicating how people search for and find your specific site. This next-generation keyword generator provides a powerful and personal keyword list for your own website and business, greatly increasing likelihood of keyword relevancy and highlighting your long-tail opportunity. The best part is that together with WordStream's JavaScript feature, your account grows perpetually and automatically, and keywords are sorted, organized, and ready for action. Unlike the other tools above, WordStream provides: Continuous Keyword Suggestion: Each day, new keywords that people searched for to land on your website are automatically added to your WordStream keyword database. This allows accurate insight into current search trends and market fluctuation. Automatic Keyword Organization and Segmentation: These new keywords are grouped by rules and filters you've already defined, so keywords are organized for you before you even log in to your WordStream account. Long-Tail Insight: By adding search queries to your keyword database, WordStream is the perfect long-tail keyword tool. It allows you to visualize your long tail, increasing insight into your keywords and their relevancy for a better overall performance. Negative Keyword Recommendations: While analyzing and organizing your keywords, WordStream suggests negative keywords so your search campaign is as optimized as possible. An Actionable Platform: Don't worry about generating keywords, organizing them manually, then having to import them into AdWords--you can do it all from inside WordStream! WordStream has an API with Google, so that with a click of a button, all your organization and grouping flow into your AdWords account. WordStream even suggests keyword-rich ad creative to increase your productivity. Inside your WordStream account, simply hit the "
upload keywords"
button and the below dialogue box will display. The recommended keyword generation tool allows WordStream to examine your web server log files and fill your account with personalized, relevant keywords. Finally, a keyword generator tool that knows your business and even organizes new keywords for you! WordStream: your answer to keyword generators So what does this all mean? Well, in search engine marketing, much like other areas of business and life, bigger does not always mean better. Sure, dictionary and search popularity keyword generators return an abundance of new keywords, but their job ends there. You're left to pick up the pieces, remove irrelevant keywords, and watch your Quality Score drop due to irrelevant clicks, unrelated keyword groups and ads, and too-popular keyword bids. WordStream is the only keyword generator on the market that streamlines the process by generating keywords specific only to your website and business, and increases your productivity by organizing and segmenting keywords by relevance. WordStream is with you from start to finish, from finding keywords, to helping you write ad text. To learn more, you can: Try WordStream Free Today Request a Live Demonstration Sign up for our Search Marketing Webinar Subscribe to our Newsletter