SEO FYI: Google Insights – B2B Marketing Keyword Research Tool
Google Insights for Search is a sophisticated tool that can help B2B marketing professionals create more effective brand associations. It can help you gauge interest between relevant search terms, which is a must for inbound marketing. For example, Google Insights can help examine seasonal and regional variations in search behavior to determine which messages or keywords go over best.
Business-to-business marketing specialists can use Google Insights to compare brands in real time over real markets. You can also use it to flesh out keyword ideas and perhaps tweak PPC campaigns you're running. If there's a clear indication that a particular campaign is working well in a particular region or city, you can more accurately target offline advertising and even promotional events.
You won't need a Gmail account to access Google Insights, but you will need a Google account to download data to spreadsheets. An animated map function allows users to see graphically how interest changes with time and region.
Google Insights is such flexible tool, you can find countless ways to use it. Beyond just expanding your keyword lists or looking at economic trends, you can also use it for things like satisfying your curiosity about why some other site ranks higher in the search engines than yours.
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Martine Hunter is the creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification.
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