Overture's Keyword Selector Tool returns results that are not representative of the actual keyword queries for a particular keyword. That's because of the following three things:

1. Machine-Generated Searches

Whenever an automated query goes out for a keyword in

Overture OR in Overture's partner search engines--like

AltaVista, MSN, AllTheWeb, etc., including Yahoo, Overture

tallies a "hit" for that keyword. Automated page

popularity analyzers, ranking monitors, bid optimizers,

position monitors--anything other than a human manually

doing a search--tallies a "hit."

Overture's STST (Search Term Suggestion Tool) cannot

differentiate between automated and human queries! Taking

into consideration all the pay-per-click bid analyzing

going on 24/7--there are around 20 automated bid-checker

software programs out there alone--it's truly staggering to

imagine the effect these automated queries are having on

your Overture search results.

2. Duplicate Searches

When someone does a search for a keyword on AltaVista, for

example, it's counted as at least 2 searches--not one.

That's because Overture's Sponsored Matches comes back to

the human searcher at the same time, and is tallied as

another "hit."

Also, anytime someone searches for the same keyword on any

of Overture's partner search engines, it's counted as

separate searches. So, even though it's only one person

searching, it could well be tallied as, say, 5 searches---

not one. So 5 people aren't looking for your product or

service--just one person is.

3. Plurals of Keywords vs. Singular

Overture counts plurals, singular, upper case, and lower

case versions of a single keyword as if it was separate

keywords.

So here's what you get: The keyword Boat, boat, boats, and

BOATS are counted separately---4 searches in this case.

But you can use Overture to get a general idea of the popularity of

a keyword phrase as compared to another. But don't make the

mistake of basing ("gambling") your adwords campaign around it's

results. Or building a webpage based on the results.

Same goes for building an adsense site. Because you'll get grossly

over-estimated figures for most keyword phrases. Remember:

Overture is in the business of selling keywords. (Does the keyword

phrase, "conflict of interest" ring any bell?)

Does this mean you shouldn't use it?

Not at all. Just that it would be foolhardy to accept at face value

the results of an Overture keyword search query...

Overture's Search Term Selection Tool should always be your

preliminary search method; to get a general idea of the popularity

of a particular keyword phrase. If you depend on it being

accurate, however, you're setting yourself up for disappointment.