I totally hear you, however, our market is a rather niche market. Our competitors seem to be using all the same keywords as well. I've already plundered our web logs and PPC programs for the highest volume & highest converting keywords, but I'm trying to see if I can find any more outside our list. But I seem to be unable to find new keywords using these tools that outrank the keywords I already have on my list in terms of popularity.
Using Trellian's KW Discovery tool, the total searches for our top converting keyword over the past 12 months was 86. (how accurate is this?) Yet on Adwords, we get about 220,000 impressions for this keyword over 12 months.
I presented my web log and PPC compiled list to my boss, and he said, go find some more. But I'm not finding any more that seem to have more volume than what I already have. I'm not sure if I'm doing something wrong, or whether this is the limitation of our niche market.