Hunt for the missing keyword

A new tool from Google allows businesses to analyse likely key terms that may be missing from their web pages, it has been stated, which could in turn increase search engine optimisation (SEO).

Writing on the online pages of Search Engine Land, Barry Schwartz said Google's Search-Based Keyword Tool - which was released this week - allows marketers to identify the terms they may not currently be using which could afford them a positive return on investment.

He spoke to Google's business product manager Baris Gultekin, who said the tool could also prove useful in competitor analysis.

"Google is giving this tool to anyone to use, specifically advertisers, just in time for the holiday season, so that they can obtain more keywords that might convert for them and potentially earn more money," Mr Schwartz said.

Meanwhile, a commentator writing on the online pages of Axandra has warned that the tools search engines use to decide on web rankings and cut out spam may on occasion misidentify real web pages as being spam.

As a result the writer explained that it was important marketers analysed their web pages to ensure they were high quality.

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