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Keyword research is like watching American football.

Millions of people call themselves fans, but they’re quick to admit that they’re not very serious about it. To them, it’s just a game – something to do on a Sunday afternoon and discuss at the office on Monday. They might root for the home team, but it doesn’t matter whether they win or lose.

Then there’s the football fan.

We can give you a complete statistical history of every player, with backups. We know these rules better than the referees. We shine when our team wins and throw the TV out the window when they don’t. And the off-season? There is no such thing as an off-season. When there are no games, we obsess over trades and position changes, carefully considering various possibilities.

It sounds strange, but you can divide website publishers into the same two camps.

Most skilled publishers can tell you the most popular keywords in their niche. They want to build an authority site that ranks for some of those keywords, but that’s not a central part of their strategy. To them, keyword research is a valuable practice, but it’s not the be-all and end-all of website publishing.

Then you have the data freaks. They obsess over their keywords, meticulously researching and tracking them to give their website a chance at success. You’ll see them crunching keyword data by 2 am, because they’ve lost track of time. To them, keyword research is a battle, and the only acceptable outcome is showing up #1 for every keyword on their list.

Which team are you on?

If you’re just a “fan”, coming here occasionally to do some research, then you’re probably better suited to Wordtracker or Wordze. But if you’re a data-lover, fighting for every advantage the web has to offer, then you need a different tool – one that provides the most comprehensive data, which will help you analyze your niche in the most granular way.

It’s called Keyword Discovery, and the folks at Trillian were kind enough to let me take a peek inside.

The Ultimate in Keyword Data

Keyword Discovery is a great thing. Check out these details from their sales page:

Keyword Discovery collects data from over 200 search engines, including Google, Yahoo, or MSN. Together, these data cover 36 billion searches. They offer keyword databases from eBay, Amazon, and other shopping sites, which show you products people are looking to buy. You can search the keyword database for specific countries, such as the United States, Australia, Germany, the United Kingdom, Canada, and others. They can even show you search data from newer sites like Google News and CNN. None of their competitors comes close to providing this much data. After using their tools, I can also attest that Keyword Discovery seems to provide the most comprehensive results. It’s like the difference between a low and high resolution camera. With Keyword Discovery, you can zoom in and see every “pixel” of their data in full detail.

A Deceptively Simple User Interface

The keyword discovery interface consists of a few links at the top of your screen.

After hearing so many people rave about its capabilities, I was a little surprised (and worried) by the simplicity of the interface. Most other keyword research services have a bunch of tools with different features, not just a few text links at the top of the page.

But I was wrong.

The Keyword Discovery interface is optimized for heavy-duty keyword research. You can switch between different features with a click of your mouse, analyzing keywords from a whole new perspective. For example, take a look at the “Research” tool:

With the buttons on the right, you can quickly switch between your keywords, misspellings, phrases containing related keywords, and a fuzzy tool that searches for minor variations of your keywords. You can analyze keywords from different perspectives and switch between them with a click of your mouse.

See the full page here. Click to enlarge:

Above all, I was impressed by the combined speed and comprehensiveness of Keyword Discovery. Instead of waiting 20 minutes to see all the related keywords, which is fairly typical, it did so in a second or two, displaying over 1000 related keywords!

If you subscribe to their Enterprise API, you can get up to 10,000 results, which is 10 times more than any of their competitors offer. Of course, you also have to pay for the Enterprise API… the price of which may take your breath away.

The Downside: Price

Keyword Discovery is probably the best keyword research tool on the market, but Keyword Discovery is also the most expensive. The Enterprise API with all the features costs $4,455 per year.

Fortunately, there are some cheaper options. Their standard subscription, which I tested for this review, is just $69.95 per month. If you’re willing to subscribe for a full year in advance, the price drops to $599.95 – about $49.95 per month.

Regardless, it’s a bit more expensive than its competitors, but the question is, is it worth it?

Should You Subscribe to Keyword Discovery?

Well, let me rephrase the question. Do you want to bargain when it comes to your site’s success?

On my most important sites, I pay for the best of everything – hosting, design, and keyword research. To me, hundreds or thousands of hours of time without making sure I’m going with the best data money can buy seems like a risky proposition.

But maybe you’re not working on a mission-critical site. If so, then Wordze or Wordtracker are probably better choices. They’re just a little less comprehensive, and there’s no need to empty your wallet when you’re ticking off the clock.

For me, the bottom line is: Are you hoping to make money from your site?

If you are, Keyword Discovery is probably a bit better than the other services. For example, I’m thinking of starting some new Adwords campaigns, and if I were to do that, KD would be my tool of choice. Even if the results were just 5% more accurate, I could still pocket thousands of dollars.

If you have the same opinion about your site, subscribe to Keyword Discovery.