Keyword Research Using Google Insights for Search

It can’t be overstated, keywords are extremely important as you build and execute your Internet marketing strategy.

The right keywords allow you to build content around a consistent theme through all of your online marketing channels, increasing the likelihood that the right people will find you. This is especially important when building an online strategy focused on a local marketplace.  E.g. I say ‘pop’, Easterners say ‘soda’, and Southerners may say ‘coke’.

But how do you select the right keywords?  How do you do know which ones will generate traffic? There are a number of tools out there but my recent favorite is Google Insights for Search.

Most tools allow you punch in a phrase and will then show you it’s relative popularity. And yeah, Google Insights for Search does that but it also does so much more.  Warning, if you’re an analysis geek you may lose a couple hours exploring this tool.

Most of the businesses Sanctuary Marketing Group works with are based in the Cleveland, Akron and Canton areas and THEIR clients are centered in this region as well. As the Web developer for ACME Fresh Markets, Maibach’s, Whitmer’s Lighting — we know they’re each looking to get the attention of LOCAL buyers.<

So the ability to zero in on your region to nail down the right keywords for your local business is extremely powerful.

You can also zero in on the time range as well — I recommend looking at the last 12 months as it’ll give you a good snapshot of what’s hot now but still allow you to make sure your keyword selections have staying power.

I included an example below showing the relative strength of the words ‘internet marketing’ vs. ‘online marketing’ vs. ‘social media’ in our local Ohio market.

You can see social media is hot right now but as we have to flip a coin when it comes selecting either ‘internet marketing’ or ‘online marketing’ in the phrasing and structure of our content.

In the end you still have to go with what you feel is right, but hopefully this tool will help you provide you with some guidance along the way.


Chris Auman is a veteran Internet marketer, website developer, and designer with over 20 years of experience in the trenches. As President and Senior Strategist at Sanctuary, Chris has successfully guided the online marketing efforts for companies large and small. Chris’ clients range from family owned & operated retail operations with a local footprint of 1-10 stores to multinational Fortune 500 companies.