Q and A: Can you recommend some global keyword research tools?

QuestionHi Kalena

I’d like your advice on keyword research please. I generally use the Google Keyword Tool to research keywords to use in our web site, but these are generally skewed to show just US results.

As the UK, Canada and Australia are also big target markets for us, we need to know what keywords people in each of those countries are searching for.

Can you recommend some global keyword generation tools and also suggest some unique keyword research ideas to help expand our keyword focus?

Thanks in advance

Michael

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Hi Michael

Keyword Research is a tricky business and if you target different geographic markets, you’ll understand why.

The search terms that your customers in the UK enter into search engines are often not the same search terms that your customers in the US use, even when looking for the same product!

So using keyword research tools that can provide search trends for different geographical markets can really help you to develop more effective SEO and other marketing campaigns that will appeal to each of your target markets. It’s fine to use the Google Keyword Planner, but remember that it is primarily designed for AdWords advertisers and shows data related to the advertising platform.

Here are some of the keyword research tools that I use most often and I’ve indicated below which ones provide geo-centric data:

  • Raven Tools  – Raven is always my first stop on the keyword research journey, simply because their Research Central interface combines data from Majestic SEO, Moz, Calais and Google AdWords in one easy to use tool. During the research process, you have the option of drilling down to country-specific data to compare local and global search trends from AdWords and even see what domains are currently your biggest competition for your target keywords.
  • Keyword Discovery  – This tool was built by Trellian, based out of Perth, Western Australia, so their data is definitely international in flavor. The interface is a little clunky to use, but once you get the hang of it, you can generate some impressive country-specific keyword data very quickly and export it in various formats, ready to populate your marketing campaigns.
  • Word Tracker  – Allows you to drill down to keyword search popularity in different countries. You can also buy stand-alone keyword reports of up to 100,000 keywords that are segmented by country to show keyword search history for the date ranges you select.
  • Google AdWords Keyword Planner  – The Keyword Planner has replaced the Google Keyword Tool and is a research tool designed to help AdWords advertisers build new campaigns or expanding existing ones. You can use the tool to search for keyword and ad group ideas, get historical statistics and see how a list of keywords might perform. The tool is useful for general keyword research, as long as you keep in mind that the data is skewed to show performance on AdWords, rather than organic search.
  • Google Trends – If you’re looking for a unique source of potential keywords to target, look no further than Google Trends. Google Trends analyzes a percentage of Google web searches to determine how many searches have been done for the terms you’ve entered compared to the total number of Google searches done during that time. You can use the tool to track the historical popularity of a particular keyword, phrase or topic and compare that performance across a range of countries or dates. It’s a marvellous way of narrowing down which search terms to target. For example, if you aren’t sure whether to focus on *cell phones* or *mobile phones* in your specific target market, you can conduct a search and Google Trends will show you which has been the more popular search term over time.
  • Keyword Eye – Another tool that takes a unique approach to keyword research, Keyword Eye uses a visual approach that adds a new twist to keyword brainstorming. You can use Keyword Eye to discover what keywords your competitors have a presence on within organic and paid search. This is done by analyzing the on-site keyword trends within the content of top ranking pages on Google and then displaying them in tag cloud format.
  • Soovle – This tool also uses a visual approach to keyword analysis, this time displaying a range of related keyword searches and word-stemming options relating to your original search term, sourced from a range of search engines and portals including Google, Yahoo, Bing, Wikipedia, Amazon, YouTube and Answers.
  • Ubersuggest – This free keyword tool can instantly suggest thousands of keyword ideas from actual user queries. Enter your original search term and use the resulting search queries to get more keyword inspiration.
  • iSpionage – A must-have for those of us in highly competitive markets, iSpionage allows you to see which domains are targeting your keywords and out-performing you in Google and Bing/Yahoo. You can drill down to US, UK or Canadian data and isolate both PPC and SEO keyword data.

Hope this helps!

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About Kalena Jordan

In my day job, I'm Director of Studies and tutor at the online training institution Search Engine College. In my spare time, I'm a search engine agony aunt and SEO to global clients. I've been marketing websites online since 1996 and blogging about search since 2002. To learn more, visit