In this interview at eMetrics, Avinash Kaushik encourages us to rethink search. Instead of keywords, think instead in terms of ‘long tail’ keyphrases that are used infrequently, but represent qualified, motivated customers. His initial advice is to use SEO or organic search for brand and ‘head’ terms, and to exploit paid search for ‘long tail’ terms. SEO should be seen as a long-term strategy.
Notes:
This is another post in a series of learning how to better use Web & Google Analytics.
- Search and Think about Key Phrase
- The average number of words in a search is 4
- A very long tail of seldom and specific used phrases
- Research how a customer thinks
- Understand and use “Natural Language”
- Use tools to find long phrases
- Organic search is a long-them strategy
- Create & bid on many ad groups, logical clusters of long tail key phrases
- key phrases are high quality
- Paid Search for long tail
