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August 15, 2000
What Does the Average Search Look Like?
A common misperception in search engine marketing is that most people search on a single keyword to find what they're looking for. However, we've long recommended that customers spend most of their time targeting multi-word phrases. This will not only bring you more targeted visitors who are more likely to buy what you have, but you'll find it much easier to achieve those top rankings on phrases rather than single words.
George Smith of Third Street Interactive, a full service interactive agency sent this tip:
>From: George Smith
>Subject: Search Engine Tip
>Date: Fri, 14 Jul 2000 14:03:27 -0400
>
>Below is a tip I came across in The Industry Standard
>that discusses the way consumers have been using search
>engines. This would help anyone designing a page!
>
>METHOD PROPORTION
>Multiple keywords 44.8%
>One keyword 28.6%
>Pre-defined options 17.9%
>Question 8.7%
>Source: Q1, 2000. NPD New Media Services. 33,000 respondents.
Notice that although "Multiple Keywords" does not command a majority in this survey, if you exclude pre-defined options from the list and add in "Questions" which are of course multi-word phrases too, then you find 65% still type in more than one word when they do a Web search.
To further clarify the above study, "Pre-Defined options" (17.9%) are those listings that are static on the search site or that you navigate to through category listings. Therefore, getting listed properly in the major directories like Yahoo, Open Directory, LookSmart, and Snap remains an important element to bringing traffic to your site. Do not submit to these directories hastily since you often only get one shot at it! (For more tips on submitting to directories, see the Submission Guide on the Directories tab of WebPosition Gold Submitter).
"Question" (8.7%) is when someone does a search in the form of a question. This category has been growing over the last year. Therefore, it may be wise to include questions on some of your doorway pages with the answers appearing underneath.
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