Hearne uses the results he got from the Wordze tool for the terms "online marketing Ireland" and "Internet marketing Ireland" and notes that they received an unusually high volume of
traffic. While its likely that there is a growing interest in online and/or Internet marketing in Ireland, Hearne thinks its more likely that that a significant portion of that search traffic came
from other keyword researchers like himself.
While keyword research (and the automated tools that make it more feasible) are an integral part of both the paid and organic search practices, this example illustrates why some of the results may be biased -- and why keyword data should not be used in a vacuum.