How does one identify the value of keywords? One variable is the amount of visitors it is able of sending. But the volume of traffic isn’t all. You’ve got to be ready to sell to that traffic. One of the ways to pinpoint the commercial viability is the PPC cost per click the advertisers pay to display their adverts for that keyword. Most tools provide this information, from Google’s Keyword Tool to Keyword Elite. If the keyword has a high CPC, means advertisers have profit from it. If the cost per click is low, there’s likely only a few buyers looking for that phrase. Pay attention to this variable when researching, the volume of visitors and competition is not everything.