Many people have already talked about “search taxonomy” and why it should be applied to a search engine optimization campaign. We also blogged about it here. Here are some more insights that have been missed in other blogs.

Location matters

Determine where the searcher is located. Keyword tools from Google like Google Trends and Insights For Search help you see where certain search queries are popular, and if there are factors that influence them. These tools also help you see the breakdown of queries by city, state, or country while allowing you to view ads from various locations through the Google Global Plug-in or the Google Ad Preview tool.

Search Demographics

The Insights for Search by Google can also categorize the searches for broader matches of certain keywords. Aside from that, there is a tool by Microsoft that you can use to categorize the content. You can also use Google’s Ad Planner for choosing pre-defined audiences, keywords, and websites for analysis. Quantcast and Microsoft are also offering similar functions based on the keyword or website.

Microsoft also provides a search funnel tool to help you in researching for keywords that they have recently found before or after conducting a keyword search. The company also released an entity association tool that you can use to locate keywords co-occurring in searches, or keywords being searched for similar reasons.

Microsoft also released an online commercial intent tool for estimating whether web pages and search queries are commercial or informational.

GoogleAdWords incorporated the click-through rates in the calculations so you can assume that the major advertisers either pay for clicks or get good click-through rates. To determine the volume of clicks sites are receiving for certain search queries, you can use the keyword destination data of Compete.Com.

Integrating the 3 search types

The study may have problems. For instance, it can be difficult to determine the intent by merely viewing the keyword. Informational queries can become transactional if the information gained the answer he is looking for. For example, searching for “flu symptoms” can become a search for remedies. This is one of the reasons why it can be good to use all query types in an integrated manner.

Web marketing is like establishing tribes and communities. Basically, you are unlikely to get involved in a community of people if you are simply offering transactions. This is one of the reasons why Amazon has incorporated other social aspects and reviews to hook users in various levels, even if their main goal is to sell.

Trackback URI | Comments RSS