Google Kills Keyword Tool

Gyi Tsakalakis
August 28, 2013

If you've ever tried to figure out what keywords people are using in search, you've undoubtedly used Google's External Keyword Tool. Well, as you've probably read, Google is killing it:

With Keyword Planner, we've combined the functionality of Keyword Tool and Traffic Estimator to make it easier to plan search campaigns. That's why Keyword Tool is no longer available. You can use Keyword Planner to find new keyword and ad group ideas, get performance estimates for them to find the bid and budget that are right for you, and then add them to your campaigns. We've also added several new features with Keyword Planner.

Okay, so Google isn't leaving us completely hanging. But is the new Keyword Planner really a viable replacement?

It isn't exactly being praised.

But people don't like change, and all that jazz.

In my experience neither the old Google Keyword Tool nor the new Keyword Planner tool are really all that accurate.

Sure, they can give you some general information about keywords and trends for comparison.

But as anyone who has managed a paid search campaign knows, your actual account data is likely to be vastly different from what the tools report.

So, to me, this change really isn't really that big of a deal.

To me, the bottom line is: if you want accurate keyword data, you have to pay for it.

Okay, looking for alternative tools for keyword research? Kristi Hines has nice list of free and premium keyword research tools at iAcquire.

My favorites:

  • Search suggestions and related searches
  • Ubersuggest
  • Good old-fashioned brainstorming
  • Historical paid search account data

If you have it, historical account data should be the most accurate.

If you're just getting started, brainstorm. Ask your clients how they would search for information about their problems. Ask them how they describe what you do. Ask them to describe what they think they need you to do for them.

Even better, have them sit down at a computer and have them start searching. Watch what they do. Build content and bid on keywords based on what you see them searching for.

Don't get me wrong, tools have their place.

But people search in all sorts of different ways.

There's really no substitute for observing exactly how your clients use search engines when looking for information about what you do.

Don't obsess over those few "magic" keywords that you think will change your business. They won't. And you'll pay a lot of money to learn that lesson.

Gyi Tsakalakis
Co-Founder of AttorneySync
Subscribe
Notify of
guest
0 Comments
Oldest
Newest Most Voted
Inline Feedbacks
View all comments

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

April 25, 2025
Do Confidentiality Rules of Professional Conduct Prohibit Use of Google's Local Services Ads?

On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]

Read More
March 13, 2025
Lawyerist + Lunch Hour Legal Marketing Collaboration

Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]

Read More
March 11, 2025
ChatGPT Legal Services Consumer Journeys and Marketing Attribution

As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]

Read More
March 10, 2025
Law Firm Brand Amplifies All Marketing

When law firms contact us, they usually want to talk: • PPC Ads • SEO Rankings • Lead Generation Very few want to talk: • Brand • Trust & Recognition • Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]

Read More
March 6, 2025
Artificial Intelligence Overviews (AIO) in Legal SEO

According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]

Read More
February 27, 2025
You Can’t Hire for Law Firm SEO If You Don’t Understand It

I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]

Read More
February 26, 2025
Law Firm SEO Success Isn't What You Think It Is

If you’ve spent any time on LinkedIn, you’ve likely seen posts from law firm SEO experts showing off charts with an “up and to the right” trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And it’s not just the agencies celebrating—𝗹𝗮𝘄 𝗳𝗶𝗿𝗺𝘀 𝘁𝗵𝗮𝘁 𝗵𝗮𝘃𝗲 𝗵𝗶𝗿𝗲𝗱 𝘁𝗵𝗲𝗺 […]

Read More
February 15, 2025
What "Meh, Links" Means

Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]

Read More
February 11, 2025
Law Firm Community Leadership: Do Well by Doing Good

When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
Testimonials on this site are from examples of real client results. The results you see are not typical. They do not guarantee similar results. Individual results may vary based on a variety of factors. Your results may vary.
envelope
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram