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Measuring Keyword Performance

Searching is evolving with Artificial Intelligence (AI) and voice search. Indeed, AI is becoming a more practical tool in today’s world, especially in digital marketing and advertising. Concurrently, Google is also changing and other search engines are becoming part of the user journey. However, the keyword is one thing that is not going away. The keyword is still the representative of what the user is asking for and the response of what they are looking for. 

The importance of keywords

To drive traffic and visibility to your website or marketing campaign, it requires optimized content. Hence, to understand what your audience wants to find, you need to know about the importance of keyword research. 

The foundation of any marketing strategy depends on keyword research. Keyword research can be presented through the use of certain tools that allow marketers to acknowledge the best keywords for clients. By managing keyword research, search volume tells marketers how much authority a particular keyword will achieve, then through keyword difficulty, it indicates how hard it will be to rank that keyword based on the current rankings compared to the competitor sites. As a result, SEO, and in particular keyword research, is considered to be one of the most vital activities for any digital marketing agency. Ranking for the right keywords can dictate your website’s performance in the overall use of search engines.

How to discover the right keyword?

Keywords help define what your company is about. But that definition is created by your users. Why? Because users search based on their need, and not your way of speaking. Digital marketers should understand and know how to find the right keyword for their content which helps drive traffic to your site.

Keyword research is therefore all about the audience. By focusing on your targeted audience and then using keyword data to visualize their thought-process will make a much more successful campaign than focusing on keywords that you may describe yourself.

The right keywords are usually things like products, services, or other topics your website addresses. Besides, those keywords can be entered into a keyword research tool to discover average search volume and similar keywords. By doing this, marketers can determine which differences of keywords are most popular among the audience. It is worthwhile to target the audience with what they are searching for. Through the use of search volume, it is easy to prioritize certain keywords that might give the website a vital advantage.

Keyword and SEO

With the right technique, you can reach a large portion of your targeted users online if you understand the way to make your content tempting and available for your audience. To many people, SEO might not be as important as other common techniques such as social media marketing, content marketing, or big data, etc. However, digital marketers understand that keyword and SEO have a close bond, therefore, keyword research is more than just about search engines. In other words, there are many different criteria and many recipes for identifying the performance of the keyword. 

Google Search Console vs. Bing Webmaster Tool

Bing Webmaster and Google Search Console are both free SEO tools to help businesses analyze the performance of their websites on Google and Bing. Overall, both of these tools help users track and improve the search performance of the business. The different point here is that Bing Webmaster is a Microsoft service, while Google Search Console is a service from Google and that Google is used more than Bing. However, both Bing and Google offer quite comparable features. Users can leverage either service to find any errors, see the common search terms consumers use to find your site, and check for mobile usability problems.  

So let’s go through some pros and cons of these two tools:

Google Search ConsoleBing Webmaster tools
  • Keyword specific performance data for SEO.
  • Technical SEO feedback including site speed, mobile usability, and more.
  • It helps to find who is linking to your site.
  • Allows you to directly submit a sitemap to Google for crawling.
  • Shows common search queries used to access sites.
  • Bing Webmaster Tools is well-designed and easy to operate, even for beginners.
  • Gives more visibility than Google Search Console into how your website ranks for specific keywords.
  • Allows you to submit URLs, disclaim links, block URLs, control BingBot’s crawl, and more.
  • It doesn’t accept HTML sitemaps sometimes.
  • Some features are still in beta and have limited or rough data.
  • The interface is clumsy compared to Google Search Console
  • Search keyword report data is not as strong as Google
  • Some Bing dashboards have too much information and could be put in a separate report


To conclude, it can be sure that the keyword is not going away for a long time and it’s becoming even more important to the digital world. With such an exponential development of the internet, the keyword is the connection among users and marketers which helps businesses measure their performance. Moreover, tools are getting better to measure results. Thus, we can identify the keyword that drives visibility to our site more easily and determine which keyword is worth fighting for. In the end, it’s not only about succeeding in getting users to your site but also tracking users’ behavior.