The simplification of the Google AdWord Keyword Tool, as expressed in the article, “R.I.P. Google Keyword Tool. Long Live SEO!” creates a burning question to marketers who rely on this toolbar: How does this change our process? Many have been questioning Google’s agenda behind this vast transition and it seems that monetary influence seems to be the driving factor behind it.
With other search engines like Bing and Yahoo gaining popularity, perhaps it would make sense for Google to restrict its vast inventory of information. “Commercializing” the keywords available to users may simplify the average users experience, but it greatly changes the way marketers go about retrieving SEO information. With less AdWords data available, advertisers are forced to buy more Adwords and this hurry to buy will undoubtedly cause the cost to increase even more.
According to the Google blog (http://googleblog.blogspot.com/2010/04/new-approach-to-how-we-work-with.html), the purpose of the newly implemented AdWords Keyword Tool is to help advertisers become more proficient and strategy-focused. Google’s new AdWord Certification Program requires advertisers to display their knowledge and capabilities through more challenging certification exams. These exams will match agencies with Google Certified Partners based on their needed criteria. Finally, Certified Partners have access to the new preferred AdWords API Pricing, which agencies must apply for and be accepted to view the Adwords API. Google emphasizes that advertisers should not be concerned with increased cost, but rather to experiment with new strategies and expand on the resources they already have.
It looks like marketers may just have to utilize other databases as well as Google Adwords Keyword Tool such as WordStream, Trellian and WordTracker to obtain the information and research they need, since the tool now limits results. Google could be controlling what we, the user, have access to because that way, they will make more profit. A large concern for a lot of users is the strategy that Google seems to be implementing, which gains control of its users and their capabilities as researchers. Whatever the motivation for this drastic change, it definitely changes the way online marketing will function in the future.