One of the most important things you must learn if you ever want to understand and flourish as a keyword research and development engineer or even as a laymen is a painfully simple process that once you finally “get” it you can benefit from learning this process.
One of the most important things that few research enthusiasts appear to appreciate is the fact that data is valuable, it is also expensive, to develop data over a network, you must have a hardware or virtual data path, that is expensive to maintain…
You must have a building, with fire retardant, multiple backup systems, Electrical backup, onsite personal with the ability to hot swap if needed as well as a dozen other mundane tasks, believe it or not, its one of the most boring jobs in the world and you will fall asleep if your not Mr. Spock…
Now take all that and multiple it by ten thousand and then you will have the beginning knowledge of how much money something like this will cost you, hint, (its multiple Millions of dollars per month)
Now consider this, you spend all this money every month you hire people you pay them a lot of money, you have to buy them insurance, they get perks, you keep them happy because if they are not happy they will go to work for your competition, so you have to have a human resources department…
I could go on for days and days but you get the point here, its expensive now tell me anyone, why would you reveal your terribly expensive data to just anyone?
Seriously, anyone think that in this instance a company would just give over its most productive and valuable resource?
No, you dont and NO you would not do it either…
It would be like buying a Porsche and letting your 15 year child drive the thing…
Its not something that anyone would do, but you want to attract the real consumers of this data which are not us…
The real consumers are the big time advertisers, you know people who spend 50 million dollars on advertising every year, Now those people will have access to data that they can use to sell what they have at a price that pays for both the advertising and fills the stock holders pockets at the same time.
Naturally, you have to know that this is not data that you would just hand over to anyone for just any old reason, so when your searching for keywords, do you think that data is anywhere near real time data?
Think 20 to 30 days old, and then you will have a much better idea of the quality of the data your getting, ever notice that they don’t give you access to trends and volume at the same time, (that is not an accident)
I know it probably feels like you just cant win in this game and your partially correct in that assumption however you can find better ways to locate better data and use that data to enhance your success online, the thing to remember is that you cannot trust everything you think is a resource just for your use.
Because it is not, in fact it is probably one of the reasons why so many marketers fail to achieve search engine results, in the world of baseball this is best described as a curve ball and if your not aware of the games that are being played all around you the end result will be the same you are not going to game the system its not setup for your pleasure and use its setup for the big dogs to make money using the system designed for them to use.
We are not them, we never will be and that is something you have to accept and manage because if you do not understand this you will struggle to succeed and that is what 90 percent of Marketers and or website owners, and or any other designation you wish, (insert blank here) until you realize that your playing in a ball game that you did not design and or develop you will find yourself “thinking” you have the upper hand, then you will put your effort and time into developing content that is based on demand that is too old to manage effectively.
You might be looking at influenced data and that means that everything you think you know about that data might be wrong, you could be looking at data that is from so long ago that what you think your targeting might be something very different, for example lets say your selling a fluffy bunny rabbit, and you get a search phrase of fluffy bunny or buy fluffy bunny but you “think” the data your looking at is from a time period of today, but what if your actually looking at data from last Christmas, when they came out with fluffy the bunny adventure game for christmas it was a popular toy and no one could find one that waited too late.
So your thinking wow I just found a great keyword phrase, now Im going to Kill it, but the data your looking at is stale old and incomplete, so you go out and you do your Thang…
And Presto Bingo,…
Nothing happens.
Opps, what happened, well you were looking at stale data, in fact tell me where in the Terms and Conditions it says that they owe you anything like that kind of premium data, think of it like this your a stock trading company, you have three options, you can get trending data at every 2 minutes, every 7 minutes and every 15 minutes, each level of data is successively more expensive than the last which allows you to develop a better method of anticipating the cost of a commodity now if your cheap you will go with the 15 minutes data stream, which means that most of your traders will hit the wrong bell at the wrong time and your clients will be wroth with you in the extreme.
You see until you realize that you are not in the Cat Bird Seat, your never going to find the success that you really want out of life and out of this thing we call Marketing…