So says Matt McGee who uses his wife’s real estate practice as a real world example:
Google shows impressions (how many times your listing appeared in Google or Google Maps search results) and actions (how many times they clicked for more info or clicked to your web site). Those are all fine and good, but they offer no context without strong keyword data — they offer nothing by themselves that you can act on. But Google is falling down on the keyword data, so it all becomes data for data’s sake. What good is marketing data if you can’t act on it? . . .
[N]ot only do I not know what cityname is being searched with “real estate” when Cari’s listing shows, but I’m also seeing all citynames combined into one line on the chart. So, that #5 result above, “real estate” is combination of “Kennewick real estate” and “Pasco real estate” and “Richland real estate” and any other possible combination?
Again, I ask: How is this useful?
Read his full post here. How do others that are actually using it feel?