Google has updated its Keyword Tool and one industry specialist has claimed the resulting output is much more accurate.

Writing for Search Engine Land, Gary-Adam Shannon said the modification could improve online marketing services, adding that it has also highlighted problems with the old program.

He claimed looking on the internet for the exact phrase 'golf clubs' had previously reported around 165,000 local searches, while now this is revised downwards to just 33,100.

"If you're currently halfway through a search marketing campaign, perhaps now is the time to check your numbers and possibly go back to the drawing board on a few," Mr Shannon advised.

However, despite this initial disappointment, search engine marketing will benefit from the increased precision in the long term, he went on to say.

Features included on the new Google Keyword Tool include the removal of duplicated searches, enhanced refinement options and more advanced statistics for mobile searches.

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