Big Mouth Media –
- And huge increase to informational terms
- Because of the differences in volume of terms you need to be careful about the targeting you do.
- Make sure it is based on client data
Big Mouth Media – Head of search
- keyphrase length
- long term clear intent
- keyphrase length increasing in UK
- Navigational searches are down (less brand focused)more entertainment and deal oriented.
- Privacy: bigger issue (see browser enhancements)
- people trust engines less, but not dramatically so
Other Trends – Microsoft
- Use search for demographic info
- Search is pull (database of intentions)see Tesco search increase precipitated an increase in sales
- it’s important to keep track of who is behind the queries. Music is 50/50, but MP3 is predominately male.
- Is day of the week important as a trend in your business.
- Surprisingly, you can do all this with Live Search (duh)
Search and Usability -
- Refinding (trying to find back a site back)
- Informational (quick fact, answer to question)
- Exploratory search (pluralisation usually shows a desire for a list)
- Transactional intent (action words download not buy, listen to not buy)
- You should make sure to optimize to your action)
- navigational terms rarely get past first three links
- See apple the natural result for iPod. There is also a store ad
- Apple iPod nano (another store ad)SEO goes to info site
- the queries help you to know the type of content to provide
- Example of news show that causes spike of search data
- Searches is about the searchers
- See book When Search Meets Usability Shari Thurlow, Omni Marketing Interactive
Q&A
Is there a difference in men and women’s search terms?
Nobody knows all that much. There are some studies that show the eye tracking is the same (Nick S. says). A person in the audience said he has seen that women use more precise keyphrases.
Should you test Meta descriptions?
Yes, if you can.
