- Variations
Even if the Google Keywords Tool is not returning exact number of searches, it may be useful to evaluate different variations of similar terms such as singular vs plural for instance: I don’t belive there are 14,800 monthly searches for “hostels in London” but I do believe there are more searches for “hostels in London” (plural) than for “hostel in London” (singular). If I need to target one, and just one of these two keywords I’ll go for the plural (other factors may be considered tho).

Trends
One of my favourite features of the Google Keyword Tool. In some industries it may be really useful to know when is the highest number of searches for a certain term. Once again I don’t believe there were 1,600 searches worldwide for “hostels Auckland” last January but I do believe there are more searches for this particular keyword in January than in July.

Languages
Name one keyword tool that is decent with languages. I am sure most SEOs will say that Keyword Discovery is the best one. Well, I love it when we are dealing with English keywords but, unless they have recently dramatically improved their international database, with all the other languages it is always been a greek tragedy. And in any case let say we need a keyword research in Urdu, in Hungarian or in Slovenian: it may be not perfect but the Google AdWords Keyword Tool is the only available keyword tool for lots of languages. Obviously in this case the help of a multilingual SEO agency won’t hurt as well.

A Case Study:
Let say that our company is in need to target English speaking travellers willing to stay in cheap accommodation and hostels in Sydney, Australia.
Which keywords should we consider? Hostel Sydney? for sure but singular or plural?
Cheap Hotels ? Cheap accommodations?…what else? Let’s give Google’s tool a last chance:

I’ve typed in the Google AdWords Keyword Tool, “Hostel Sydney”, “Hostels Sydney”, “Cheap Hotels Sydney”, “Cheap accommodations Sydney” and I have selected “All Countries” as a Location and “English” as a Language.

The top 5 results are the following:
[cheap hotels sydney]: global average 6600 searches, top between October and February
[backpackers Sydney]: global average 5400 searches, top between November and February
[accomodation Sydney]: global average 5400 searches, top February
[hostel Sydney]: global average 4400 searches, top in November and December
[hostels Sydney]: global average 3600 searches, top in December

Can’t you see anything useful here? Not only we know (easy guess to be honest) that we need to plan our SEM strategy in order to be effective at very last at the beginning of Autumn but we have found a very interesting keyword (Backpackers Sydney) that we weren’t even considering. Further investigation will be needed but it is a good start don’t you think?

I am not here to defend Google (as I said recently I’m always very critical with the big G), and I am not saying that the Google AdWords Keyword Tool is the best keyword tool out there. It isn’t.
What I am saying is that we can find a useful way to use it for our daily SEO tasks. Combine it with Google Insights and Google Trends and it can make a decent set of tools.

Once again: it is not the invention to be important. It is the way we use it!

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But sometimes they come out with some stuff that truly amaze me. Like this little beautiful gem: a virtual journey from Moscow to Vladivostok.
The great Trans Siberian Railway, the pride of Russia, goes across two continents, 12 regions and 87 cities. The joint project of Google and the Russian Railways lets you take a trip along the famous route and see the Baikal lake, the Barguzin mountains, the Yenisei river and many other picturesque places of Mother Russia without leaving your house.
During the trip, you can listen to the original rumble of wheels or to a Russian Radio, you can enjoy Russian classic literature (in Russian) or you can stop to watch a video about a particular place or read fascinating stories about the most attractive sites on the route. If this makes you like if you want to travel to Russia have a look at some cheap hotels in Moskow or cool St Petersburg Hostels.

I love this stuff. It makes me dream. Thanks Google. Chapeau.

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I am finally starting realising that I no longer work for WebCertain. In fact, I guess I can say I am officially part of the SEO Team of HostelBookers a leader company where you can book your budget accommodation everywhere, from hostels in London till cheap hotels in Beijing or cheap hotels in Sydney. You can find even hostels in York.

York. I’ve had an amazing time in this little pretty boring village in the North. And I had even greater time at WebCertain. Leaving is been a difficult decision: joining HostelBookers is been an incredible (unexpected) opportunity, still WebCertain is been my family for almost 4 years.

WebCertain is not only a top multilingual SEO agency staffed by an incredibly talented and friendly crazy bunch of people that I already miss, but it is a place where I met some of my best friends. Some are still there. Some are gone.

I am not naming anyone ’cause I know I will forget lots of people. And I know some of you are pretty susceptible… Jokes apart, my friends, you are too many and I love you all.
One of the best thing about working there, beside to develop my career, Gemma’s tea, 5 things I can’t say in public (lol Yee Lyn!) and the great international dinners, is been that I manage to meet so many great people from so many different countries. In fact everyone is special over there. Everyone is unique.

This new role is an amazing opportunity for me. I am sure you understand. It’s giving me the chance to live in London focusing full time on incredibly ambitious projects. It’s undoubtedly going to be challenging. It’s definitely going to be exciting. But no matter what happens I’ll always remember you, my friends.
There is no “…who?” in my heart. I won’t forget any of you. Honestly.

Good Luck. Vi voglio bene.

Davide (who?)

ps: please forgive me about the following video. I couldn’t resist:

Hitler Reaction To Davide Corradi Leaving WebCertain from davidecorradi on Vimeo.

or dowloading it from here:
Hitler’s reaction to Davide Leaving WebCertain

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