Bazaarvoice often stresses the importance of long-tail search engine optimization – and with good reason. Our services are oriented around the concept that shoppers with a specific product in mind tend to use multi-word, need-specific search terms when looking up reviews and ratings.

MarketingVOX’s recent article on search query statistics further validates our perspective. Keyword searches eight or more words in length increased 20 percent between February 2008 and February 2009, while search queries averaging five to more than eight words increased nine percent, according to data from Hitwise, which reports an overall trend toward longer searches at the major search engines.

During the same period, shorter search queries – between one to four words in length – decreased two percent, according to a MarketingCharts report. Searches of two words comprised the majority of searches, amounting to 23.47 percent of all queries.

Quoting MarketingVOX: “The growing length of search queries was first reported last month, and appears to be a trend resulting from growing sophistication among web searchers and the need to use more specific terms to cut through Web clutter.”

Search engines continue to be the primary way Internet users navigate to key industry categories. During the last year, the following seach categories showed double-digit increases in traffic – Business and Finance, Sports, Online Video and Social Networking.

Long-tail search has never offered retailers better opportunities. Are you maximizing your customer potential?

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