Use the Right Words in Your Marketing

Found this great tip on Connection Cafe about how to use Google's Keyword Tool to understand what people are looking for:

Explore opportunities for new offers or ones adjacent to what you currently offer.  Go to the Google Keyword Tool.  Enter a single term associated with your organization’s services, products, or offers.  You could also provide a URL to one of the pages that describe what you’re doing today and Google will use that to help with the research. 

The tool will return a long list of similar terms that people are searching for.  It will also tell you roughly how many people are searching for those terms and how competitive the market for placing advertisements on those pages will be.  Sort by search volume or competition.  What do these results tell you people are searching for versus what they’re finding?