How trustworthy is Google's Keyword Tool for organic search research?

[lhutt]

Can anyone (not Google affliated) explain to me where Google's data really comes from in their Keyword Tool?

Is it at all based on organic search? Or only on Google Ads related data?

I know there was some controversy back in June '10 and the Google remedied the return of suggested keywords but I can't seem to get a clear answer (other than from the Google blog itself) whether the search volumes returned are truly indicative of organic search.

Am I relying on the wrong tool? Do those more savvy than I only rely on the keyword tool for PPC research.

Please help! I'm obsessing over my numbers here.

[SteveOllington]

Don't use it on it's own. I use it a lot but never use it for any more than a rough guide. It's based on searches performed in Google... not specific to ads or organic. It throws up numbers that you know are wrong for a start. When you use it, don't use broad match, watch for keyword phrases that are in reverse, and just don't take it as gospel. With the search volumes, use it more as a measure of how popular one keyword is over another. I do use it loads more than other keyword software and despite how volatile and deceitful it is I still think it lies a lot less than any of the others. But once you've got somewhere with your keyword research try then in one or two other tools too i.e. Wordtracker and/or Keyword Discovery

[Thos003]

I would have to agree with Steve. It's good for a rough estimate. I would look at more in a ratio scenario. So they might say 100 for the 1st result and 10 for the 2nd. If they are using similar math to hide their numbers then you are looking at a 10 to 1 ratio.

[lhutt]

Thanks for the quick answer. This totally makes sense. I'll look into the tools you mentioned.

[webdecorators]

I too agree with Steve. Googles numbers do seem a bit "off" especially when you try to use local terms with it. Although I like Wordtracker and Keyword Discovery too, i think their data is also "off" (my opinion). I think its just a matter of utilizing multiple tools and looking for a common theme. I've also found keyword spy to be helpful as well. Even their free tool is pretty nice in comparison.

[SteveOllington]

Yeah I wouldn't trust Wordtracker as far as I could throw a lead donkey. Not on its own anyway. I've seen it turn up some pretty weird stuff before, long tail phrases that you wouldn't imagine anyone searching, but it seems to think has loads of searches. Embarrassing if you're showing a client something at the time.