Fastest Growing Search Terms
So it doesn’t take a rocket scientist to work out that finding the top search terms can help your PPC. You don’t have to be a Marketing guru to comprehend that allowing your PPC and SEO to work hand-in-hand enables you to create maximum efficiencies from you SEM. But what else can this simple analysis provide?
Well the 2008 Search Reviews from the major players, gives us some fascinating yet simple views.
Search as Navigation
Of the Top 10 search terms in Google in 2008, only three could be described as non-navigational. This could be the output of lazy typing or perhaps a result of Google toolbar being installed on more regular internet users. Does Google’s feeling lucky help make it quicker than typing a full URL in the address bar? Maybe it is a consequence of the new generation of surfers typing addresses in the toolbar and thinking it is the navigational tool. (I know people that do that).
Aside from the obvious trend of people typing in simple websites that need little investigation, e.g. BBC – it also uncovers a growing influence of Social Media.
Has it evolved?
In 2006 there were different terms, however navigational searches still dominated, as did “Web 2.0” – a major sporting event also dominated with World Cup being in position 3. Interestingly the word video was number 7. No sign of YouTube at the time.
The Difference Between Engines
The Top 10 UK Searches on Google in 2008
Compare this to Yahoo
1. Britney Spears
2. Big Brother
3. X Factor
5. High School Musical 3
6. US Election
7. Amy Winehouse
8. Heath Ledger
9. Kate Moss
The comparison would clearly indicate a difference in behaviour between the two main search engines in the UK. Google Top 10 contains more navigational and generic searches (possibly related to toolbar), whilst Yahoo contains more celebrity based enquiries. The queries also centre more around topics with potential scandal or gossip attached.
What does this mean?
Well whilst it could be argued that this comparison can be taken with a pinch of salt, there is an indication of searchers. If I was responsible for a Finance brand, I would feel more alliance with the Google base. If however, I was running PPC for a DVD or music retailer, I would push more towards maximising my presence on Yahoo. Whilst this is easy to push in pure black and white, one must remember that Google dominates the search market spectrum in the UK. No matter what sector, who your audience is or what you are trying to say, unless you are very specific in your targets or operate in a niche, you must always use Google.
The findings in the comparison may however help you to adapt your ad copy to a certain degree. Depending on your brand you may wish to adapt your tone of voice as well.
As a quick bonus tip, use a site called GrabAll, this tool allows you to see the search results of the major search engines side by side. Not great for complex research or reviews, but very useful for quick snapshots.