Brainstorm It! -- Value Demand
All Demand is not created equal.
Value Demand combines the number of times people search for a given keyword in a 30-day period with its commercial potential (or what we will often call "monetizability").
It's an overall measure of the potential monetary rewards that a keyword offers.
For example, "anguilla beaches" has about the same search volume as "anguilla hotels." But are they truly equal? No.
"Anguilla hotels" is a more commercial term. It can earn more through Google AdSense or direct advertising by the hotel, or on a pay-per-lead basis. It can earn from affiliate marketing for a hotel-booking website.
Value Demand blends "monetizability" into raw search volumes, resulting in a Demand that better reflects the opportunity that a keyword presents.
How does it do this? It uses a combination of third-party data and proprietary data from our own extensive spidering of billions of web pages.
Of course, you still have to judge Value Demand in the light of your own circumstances. For example, "anguilla villa" is a solid keyword with good Value Demand for a site whose theme is Anguilla.
However, the true opportunity it presents becomes much more valuable if you own a villa on Anguilla and want to rent it!
Also, like any number delivered by computer algorithm, weird words and values can creep in. All brainstorming tools deliver words or values that don't make sense. This can happen for a variety of reasons... spammers, automated bots, etc.
Brainstorm It! delivers a complete set of keywords, and Value Demand is a more useful indicator than mere raw search volume. But it's not perfect and can be fooled (e.g., by excessive bot activity and skilled page spammers). So...
Always use your human judgment to make all final decisions.