Web site ratings service Quantcast has introduced a keyword research feature to help media planners identify new marketing opportunities beginning with a single search term. Called “keyword profiles,” the new tool uses panel-based data to link popular keywords to associated search terms and Web sites. Marketers can also see data on a keyword’s volume, popularity and demographic characteristics.
The tool has other bells and whistles, including turning up the “most differentiated keywords” visitors to the same sites use when conducting searches, CEO Konrad Feldman told me. In a blog post, he offered the keyword profile for NASCAR as an example. Many keywords I tried turn up warnings about data too scarce to be reliable, so the feature clearly has a long way to go.
Quantcast launched three months ago to offer traffic and demographic data on millions of sites in a free, searchable interface. See ClickZ’s earlier coverage here.
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