Yahoo inventory tool ... is dying a slow death

Why is it that we never truly appreciate something’s value until it is gone? For years the public Yahoo inventory tool was frequently shot down for its inaccuracy. Today, as it is dying a slow death, the industry realizes just how significant the tool was in shaping our industry.

Launched as the Overture Search Term Suggestion Tool, the Web-based application allows users to determine the number of times a word is searched across the Yahoo network during the previous month. Perhaps more interestingly, up to 100 derivatives of this keyword are provided along with search volume. Clicking on a derivative generates yet another list of derivatives, displaying a powerful visual of the long tail in just a few minutes.

In discussing this topic with industry experts, Kevin Lee of Did-It said, “Nothing beat the Overture inventory tool for illustrating the long tail of keyword queries to marketers. Letting them pick the keyword was so powerful.” So while John Battelle’s concept of “the database of intentions” might be based on what is under Google’s hood, it was Yahoo that first put this data in the hands of everyday people.

Clearly, the tool has been a primary source of keyword research for many a search marketer for pitches, proposals or actual campaigns. For those with dedication, tracking queries over an extended period of time informed seasonality, changing consumer tastes or even the search effect of offline media campaigns. Read more..