Keyword research has become an essential marketing tool, but the overwhelming number of surveys and online statistics can be confusing, an internet marketing agency has suggested.

According to e-consultancy, the internet has made market research easier to access but the sheer volume of information can cause scepticism as well as marketing opportunities.

In his blog for e-consultancy Ken McGaffin points out that keyword research is an important part of any research project but that online surveys may be reaching the point of saturation.

Mr McGaffin states that the best way to find reliable keyword research is to assess it as if it were any other type of market research.

He advises that the assessor should know the raw data and the methodology of the report as well as how the conclusions have been drawn.

Mark Jackson, president and chief executive of Vizion Interactive, recently told Searchenginewatch his top five fundamental questions for keyword research.

Above all else he states that it should be clear from the beginning what you need to be known for as "waffling back and forth between branding concepts won’t help you rank for important keywords".

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