I read a very telling stat from a blog post from one of the Search Engine Confernces taking place this week. The session was about the new Google Keyword tool for researching keywords. The stat was:

 

  • 44 percent of queries had more than three words
  • 64 percent of queries had no exact match keywords
  • 20 percent of queries Google sees in a given day have not been seen in the last 90 days

Now think about that. Twenty percent of all searches on a given day were UNIQUE and not searched on for the previous three months. One in five terms were not used in the last three months. That is a HUGE number of unique terms that you can not try to specifically target. Heck, you don’t even know what they are but probably include:

  • highly technical terms
  • long 7 or 8 keyword phrases
  • part numbers
  • misspellings
  • odd arrangment of words for the phrase
  • who the heck knows.

The point is that while it is always good to target high volume relevant phrases, there is a huge portion of the search volume that you can not plan for….or you need to plan another way. How…. do you ask? Content. Content is king as the tired old phrase goes. Content Content Content. So what is this content you speak of? Where can I find it?

  • Detailed product information
  • part numbers
  • Technical brochures
  • FAQ’s
  • White papers
  • How to’s
  • Manuals
  • Instructions

The more content you have, the more chances you will have to bring in traffic on unique terms. Think of it. Someone may type the phrase “Zero halogen Low Smoke Fiber Optic Cable for Nuclear Power Plants”. How do you rank for that term? Well if you don’t have info on that product, you are out of luck. So find that content and get it into your site. Make sure is is easy to find and arranged logically. Content really is still king. And remember, the longer and more detailed the phrase, the better chance you have to convert.

Unique Search Te

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