This week, WordStream released a new set of keyword tools for SEO. This toolset is great for SEO marketers, but it’s handy to have for us PPC folks as well. I spoke with Larry Kim, founder and VP of Product Development for WordStream, about the new tools.
1. The new set of keyword tools looks great for SEO, but what can it do for PPC managers?
You can definitely use these tools for pay-per-click marketing if you’re on a budget. Effective PPC campaigns are built on strong keyword research and organization, and the advanced keyword discovery, keyword research, grouping, and analysis features in WordStream for SEO cover a lot of the groundwork you’ll need to do before you create your campaigns.
In addition, the new WordStream SEO for Firefox plug-in, a content creation tool, is great for landing page creation. Sometimes, writers do keyword research with the best of intentions but abandon that research when they’re actually writing copy. The plugin helps marketers follow through on their research to ensure that landing pages are targeted and keyword optimized. Ideally you want to ensure that the page you send your traffic to matches up closely with the user’s original search query – and by doing this you can significantly improve Quality Score and conversion rates.
That said, serious PPC marketers will probably want to check out the additional functionality that’s available in our PPC solution.
2. I see a mention of keyword analytics in your press release. Could you go into more detail on how that works?
3. Where do you get your keyword data for in this new tool?
Relative frequency is our estimate of how often a particular keyword is searched on. A higher relative frequency means that the keyword is searched on more frequently, relative to other keywords in your list. We derive this data (both the keywords and the frequency estimates) by applying various statistical models on keyword data obtained through industry partnerships (described here).
Of course some of the best keyword data comes from your own Web analytics. And that’s why WordStream SEO for Firefox can be configured to work using your own saved, historical keyword research – so that the data is customized to your own website.
4. What are the advantages to using this new tool over some of the free keyword tool options out there (Google’s keyword tool, Microsoft Advertising Intelligence, etc.)?
This tool does everything that standard keyword research tools do (like traditional keyword discovery and competitive keyword research) but on top of that, we layer on the personalized keyword research, plus analytics, plus content authoring tools. Instead of only covering the first step of SEO (keyword research), we cover the whole process, from finding those keyword opportunities to acting on them to analyzing the results, and we make it easy to repeat the process continually. But it’s still a very affordable platform for budget-minded businesses ($49 a month is the entry price).
5. Thanks for your time! Anything else you’d like to add about the new WordStream offering?
I’ll add that it’s easy to get started. You can download and install the Firefox plugin here. This quick video shows how to use it.
Full disclosure: I’m not receiving compensation or free product from WordStream – I’ve just used their tools in the past and have been pretty impressed by them. They have plenty of free keyword tools on their site for budget-conscious PPC managers, and more robust paid options for those of us that need a more high-powered tool.