Posted: April 2007 C: Business Intelligence Posted by: K. Panayotakis
I have recently discussed the keyword driven activity on the web: the unique ability of the web to capture the expression of demand based on keywords and keyphrases, and shape keyword strategies according to supply and demand.
Avinash Kaushik in his recent post on the head & long tail of keywords, suggested to run the following exercise:
Gather all keywords used to reach your site, ranked by the frequency they were used (for example, Google analytics ‘overall keyword performance analysis’ produces an excel output which can be easily used to produce the graph depicted below).
Having run the exercise, I have some observations:
Certain keyphrases may appear with the words in a different sequence – merging the count or counting separately ? it depends on the way PPC engines operate
Blogs tend to have a long tail of category keywords
The approach to use SEO on branded keywords and PPC on the long tail, suggested by Avinash Kaushik, is very interesting.
Web sites should try hard via SEO to rank high in their own brand keywords.
Moreover the long tail is a great opportunity to attract additional traffic of high relevance, in a keyword area of low competition (low CPC keyphrases).
Home page - Internet marketing