Aug 282013

We spend a lot of time around here at HayleStorm Interactive paying attention to SEO (Search Engine Optimization) for our client’s sites as well as our own.  SEO is not something you can set and forget as what works and what doesn’t is a constantly moving target.

Well, Google  has moved it again, and in a big way…so for website owners who do their own site optimization, listen up.

Google Keyword Planner tool

Google announced back in May that sometime around the end of July their “Keyword Tool” function would be retired and a new “Keyword Planner” would take its place.  Some webmasters started noticing the change a couple of weeks ago when they found that their AdWords accounts had stopped using the Keyword Tool and started using Keyword Planner.  Google had forced some accounts to the new system to essentially be its beta testers to make sure everything worked  smoothly.

Apparently the testing went smoothly because this week Google has retired the Google Keyword Tool and everyone now has to use the new application.

We aren’t going to discuss how to use the new tool here… has an adequate “how-to” on its use, and if you want the instructions to be in English rather than Geek Speak you can find a great how-to .


Beyond the how-to, the important…critical…thing to take away from the change is that Google has also changed what it looks for regarding keywords.

Until this change, Google searched keywords using what is called “broad match”.  This means that when encountering a long-tailed keyword, the words were looked at but not the order they were in.  The long-tailed keyword “dog probiotic products” would return the same results as “probiotic products dogs” if someone entered the search term “What are some probiotic products for dogs“.

No longer.  Google is now looking for “exact match”.  Now the same search, “What are some probiotic products for dogs” would find a site keyworded “probiotic products dogs”, but not a site optimized with “dog probiotic products”.

So, what does this mean for webmasters?

  • For those who do their own SEO work, it makes using a tool like even more critical that it was before.  Using a tool like this, you will be able to find the keywords that have the traffic and commerciality you want on your keyword(s) without having a lot of competition for that keyword or long-tailed keyword.. Go ahead…click the link and give it a whirl.  There is  a 30 day free trial.
  • For those looking for a firm (like HayleStorm Interactive) to keep your website SEO optimized, ask questions.  Find out if the firm is staying up to date on just what good SEO is or are relying on past practices to deal with present day reality.


Bob Hayles

A Luddite at heart, Bob has adapted to being in a tech world adequately. The King of Cheap, he enjoys sharing his WordPress and inexpensive web video production skills with others. He abhors Geek-lish, but translates it into normal human language quite well. He avoids code as much as possible, and breaks out in hives at the mere sight of php, but he will make minor adjustments to HTML. He also reverts to being a Luddite at and is something of a political junkie/blowhard at

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  2 Responses to “Google’s new keyword search tool, and what it means to webmasters”


    Bob, Google is a moving target. I have to confess that I’ve given up caring and I suppose my results are a tell. Thanks for the information. I have to say that your voice has evolved as well. I’ll know you are truly on your way when you put your office on a tramp steamer.


    Ralph, not only has it evolved as reflected in this post, which is a week or two old, it evolved again day before yesterday, and not for the good. Look for more in the next few days.

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