Real-time search: for real this time
Friday, 29, Jan 2010 10:19
Marketers would do well to focus on obtaining quality leads through search engine optimisation (SEO) rather than paid search.
This is according to Sam Tilston of web retailer Zoombits.co.uk, who says that the fact that Google is a trusted brand means consumers are more likely to rely on its organic results than its pay-per-click ads, making for better leads.
As such, it can be a good idea to make use of long-tail keywords in SEO campaigns to take advantage of this trend, he comments.
"For example, 'buy blue candle' will yield a very targeted and high-quality lead rather than optimising for just the term 'candle'," Mr Tilston explains.
According to US figures from Hitwise, less than one-quarter of all search queries conducted in December 2009 comprised a single word.
The rest were made up of search terms that consisted of two words or more - potentially highlighting the importance of long-tail keywords in SEO.
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