Now, when you look at Google’s keyword tool known as ‘Insights for Search’, it would appear simple, and you may think it is one semi-sophisticated tool that just updates you when search volume is either climbing up or declining for a group of keywords or just one keyword. What I mean is this, do you think that all it takes to getting the best keyword, is to take advantage of the many free keyword research tools?

The issue with your keyword research is its dormant nature – you get a number, make comparison with other numbers at a time, then that is all for perhaps 12 whole months. However, don’t forget that your industry is not static – new challenges are always springing up. So, you have to be smart and constantly stay in lead of the bunch of competitiors.

But, you need to have a good grasp of your industry’s online ecosystem at the moment, and to be informed of what is likely to be in the future. Although you may still find the keywords you optimized previously as useful, how do you know the right opportunity to implement them? Okay, here’s another query for you; are you capable of structuring content regarding searchers’ urgent question in such way that would boost brand awareness? You can only do this by examining the trend in keyword search interests, instead of looking at static numbers. This is what I call dynamic keyword search – it is a different dimension to the ‘numbers’.

Also, dynamic keyword search requires looking out for popular keyword searches in your niche at the moment, that are possibly not included in your keyword list. If you find these keyword searches listed on your keyword list, are you achieving ranking for them? Is there similarity between the search interest and the search terms that you focused on before and now? Is there any change since the last time you embarked on keyword research? If yes, what’s the reason behind the change? Is the change global or just limited to a location? If there is increase in the search interest, are the visits to your site keeping pace or lagging behind? If yes, what are the reasons, and if no, why is it so?

When you are looking at trend volumes, it is necessary to examine it from geographical point of view as well. What revelation would you get as a result? For instance, you may discover that your most targeted phrase or keyword is widely sought-after in U.S but doing poorly in comparison to your close competitors in UK. So, how do you fix this? This is where the application of Google Search Insight comes in. Start asking questions regarding the data, the kind of questions that your close competitors are not likely to ask – as you ask more questions, you will gain more insight on how to stay ahead of your competitors. This is why the tool is called ‘Insight’.

Staying on top always requires consistent effort in blending with the trends in your niche. The Google Insight tool is very helpful when you know how to use it effectively.

Author's Bio: 

Jeff Matthews is a freelance writer who writes about Internet marketing ideas To know about this subject and Jeff please visit