Search engine marketing — both paid search listings and search engine optimization — are a tricky prospect for most brand managers and channel marketers peering across a distributed network. Fear that national and local search campaigns won’t work together is a factor. Educating local affiliates (and brand managers) about search is another. Luckily, we’ve got search experts like Jason Tabeling at Brandmuscle to help us move the needle on innovation and education.
Jason’s latest article on Search Engine Watch takes a “casual” observation and some keen insight to prove two points: 1) robust product information helps ensure your products show up for Google searches and 2) managing your campaign with the right data puts marketers in the best position to be found.
Here’s an excerpt of the article, but make sure to read the full piece to understand “How one small word makes a huge difference on Google SERPs.”
The focus (of this article) will be how the search results page changes with just one additional change to the search query and what the implications of that word mean.
For this article I picked the keyword “best.” This is certainly worth looking into as much as a number of other terms like “near me,” “cheap,” or “men/women/kids,” however “best” also makes all the points I’d like to share.
What I found was pretty interesting. In all the metrics “best” keyword metrics were roughly 2X of the average across all keywords. This indicates two things:
- Consumers are responding at a very high level to these keywords with high interest.
- Due to this consumer reaction the cost for these queries is also much higher than the norm. This makes sense and is really the beauty of a free market economy.
What does it mean?
What do you think? Let us know in the comments below.