Overture Keyword Selector Tool

Why Overture Returns Skewed Results to Keyword Queries

Overture's Keyword Selector Tool returns results that are not representative of the actual keyword queries for a particular keyword. That's because of the following three things:

1. Machine-Generated Searches Whenever an automated query goes out for a keyword in Overture OR in Overture's partner search engines--like AltaVista, MSN, AllTheWeb, etc., including Yahoo, Overture tallies a "hit" for that keyword. Automated page popularity analyzers, ranking monitors, bid optimizers, position monitors--anything other than a human manually doing a search--tallies a "hit."

Overture's STST (Search Term Suggestion Tool) cannot differentiate between automated and human queries! Taking into consideration all the pay-per-click bid analyzing going on 24/7--there are around 20 automated bid-checker software programs out there alone--it's truly staggering to imagine the effect these automated queries are having on your Overture search results.

2. Duplicate Searches When someone does a search for a keyword on AltaVista, for example, it's counted as at least 2 searches--not one. That's because Overture's Sponsored Matches comes back to the human searcher at the same time, and is tallied as another "hit."

Also, anytime someone searches for the same keyword on any of Overture's partner search engines, it's counted as separate searches. So, even though it's only one person searching, it could well be tallied as, say, 5 searches--- not one. So 5 people aren't looking for your product or service--just one person is.

3. Plurals of Keywords vs. Singular Overture counts plurals, singular, upper case, and lower case versions of a single keyword as if it was separate keywords.

So here's what you get: The keyword Boat, boat, boats, and BOATS are counted separately---4 searches in this case.

But you can use Overture to get a general idea of the popularity of a keyword phrase as compared to another. But don't make the mistake of basing ("gambling") your adwords campaign around it's results. Or building a webpage based on the results.

Same goes for building an adsense site. Because you'll get grossly over-estimated figures for most keyword phrases. Remember: Overture is in the business of selling keywords. (Does the keyword phrase, "conflict of interest" ring any bell?)

Does this mean you shouldn't use it?

Not at all. Just that it would be foolhardy to accept at face value the results of an Overture keyword search query...

Overture's Search Term Selection Tool should always be your preliminary search method; to get a general idea of the popularity of a particular keyword phrase. If you depend on it being accurate, however, you're setting yourself up for disappointment.

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