It isn’t magic. When you start a Google query, it appears as if the search engine is mystically completing your very thought pattern as you type each character. Although Google would like users to believe it can easily mirror what you want in anticipation, fortunately human beings are a bit more complex beings. Therefore, even though Google knows your past search queries, it hasn’t developed a crystal ball that allows it to peer successfully into your future inputs. It really is not that good at anticipating your future needs.
Query Length Brings Greater Search Satisfaction
There’s a great amount of opportunity available for marketing success through search engines if they actually could efficiently predict a user’s immediate needs. This is because 82 percent of all Internet traffic begins with a search engine. However, a majority of opportunities for any digital marketer will not be found in a search. Why? Search behavior is rarely objective. There is not enough information involved in a typical short search revealing a user’s motivation and what goes into any decision-making process.
What does have a greater affect upon customer satisfaction when commenting on search results is that longer terms produce more welcomed results. Optimizing for “long tail” keywords becomes an important choice for search marketers. The longer the query typed into Google, the mire happier a searcher becomes with the results.
Longer is the Trend
As search engine users became more sophisticated in terms used since the ancient days of the ‘90s, search engines have also been evolving to meet the challenge. According to industry reports, by 2008 the number of people using four-word search terms had tripled. Plus, marketers determined these terms were converting at far higher rates than any of the shorter ones. Unfortunately, changing term usage by consumers opting for longer terms makes it nearly impossible for search engines to anticipate search behavior.
Furthermore, Google reports in 2008 that 20 percent of all queries used are brand new ones. This translates into the search query employing keywords not used before – or at least not seen in six months. By January of 2010, the number increased to 33 percent. Marketers complaining about all competitive keywords are already in use fail to consider long tail search terms.
What Does This All Mean?
Traditionally, search marketer trade upon their ability to spend countless labor hours wading through reams of keywords during the research part of a marketing campaign. The pros tend to use one of the vast amounts of available keyword tools for the process building a foundation lost of keywords. However, these keywords selected are built from existing databases that use information from previous queries. As early as just two years ago, keyword research along these lines produced terms that were 80 percent effective. Today they are only 67 percent effective. Traditional keyword optimizing is on the decline.
Current search behavior indicates a need to develop keyword strategy that follows the trend for people using much longer terms – and far more words – than ever before.