Posts tagged huge
Recently we’ve had a lot of internal discussions about the importance of keywords and the various combinations, including match type.
This discussion revealed a few interesting nuances that I thought were worth sharing.
The focus 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.
How does the search results page change?
Let’s start by searching for “HD TVs” and then adding the word “best.”
From a user intent perspective you would assume that this is still pretty high in the funnel. The customer isn’t sure which TV or brand they are looking for. But by adding the word “best” to the query Google makes a few key changes to the search results;
- In-store only appears on the more generic “HD TV” search. Google makes an assumption that local inventory has a greater level of influence on this type of search.
- Ranking bubbles are included when the term “best” is included. Google is inferring that some type of ranking is desired by the consumer and uses ratings and reviews as the driver behind these rankings.
- Star ratings are included for all ads when “best” is included. Similar to the ranking bubbles Google is assuming that consumer feedback will be the most helpful in this situation.
What does the data say?
I also wanted to take a quick look at the data to see how these keywords performed. I pulled a search term report and filtered for keywords containing “best.”
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?
The keys to consider here are less about the inclusion of the keyword and more about how you support a robust search listing and how you use the data:
1) Robust listings
It is important not only that your product listing ads are included, but also that your local inventory and ratings are robust.
You can see that between these two queries not only are those 3 factors different in the results, but there is not a single repeat product shown between the two, although the same brands appear. This means that having multiple options and a deep product set available for Google to rank is key to getting displayed for these impressions.
2) Data use
Just because a keyword has a high CTR or CPC, it doesn’t mean that it is valuable or not unless those are your key performance metrics.
Even the lower conversion % for keywords containing best doesn’t mean that they are bad. You have to look at attribution, or their additive incremental impact your campaigns. Understand what metrics move your business and look at the problem through multiple lenses.
For example, does this keyword introduce you to new customers and therefore a higher CPC and lower conversion rate is worth the traffic? Only you know that answer for your business, but there is plenty of data to help make that decision.
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The world’s largest Internet of Things (IoT) event has started today at the Santa Clara Convention Center, with over 12,000 attendees and 200 exhibitions expected to attend the two day event.
And because the new connected world is so interwoven, this event will feature discussions on the industrial IoT, smart homes and cities, autonomous cars, wearables, intelligent devices, and healthcare all at the same event for the first time. That means organizes have combined several usually standalone events – including Internet of Things World, Future Connected Cars, Wearable World Congress, and Apps World North America – all together in one place.
Some of the biggest names in the industry will be attending, including Apple, Intel, Samsung, and Microsoft. The three biggest car sharing services, Uber, Lyft, and Zipcar, will participate in a panel titled “Embracing shared mobility and the cultural implications to create smarter cities,” alongside executives from the San Francisco Municipal Transportation Agency.
“IoT for Cities” hackathon also kicks off
GE subsidiary is sponsoring an “IoT for Cities Hackathon,” which brings together developers and city innovators to tackle the thorniest of city issues; it takes places between May 11 – 12. Over 200 data scientists and urban experts will craft and develop products that will deliver today’s and tomorrow’s smart cities — and the winner receiving $10,000 in cash.
For the whole rundown of the event, check out the IoT World event page.
ReadWrite’s team will be attending the event as well, including yours truly and our editor-in-chief, Christopher Caen. We’ll be busy doing our share of panel moderating, but let us know if you have some news to share. As well, a whole contingent from our parent company, Wearable IoT World, will be at the event as well. Stop by and see us at our booth, on the trade show floor at #844, as well as two micro-booths at the Startup City – one for our accelerator program, WIoTW Labs, and one for the IoT Global Council. See you there.
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According to columnist Christian Sculthorp, you may be missing out on a 6-billion-person market. Have you thought about going global with your SEO?
The post Global SEO: A huge opportunity + 5 tips for success appeared first on Search Engine Land.
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Wearable makers are starting to look closely at the Chinese market, as more customers in the country pick up their first wearable product.
In the past few months, Fitbit entered the market through a deal with Alibaba and Motorola launched the Moto 360 in late 2015. The smartwatch has seen impressive sales, though the Apple Watch remains the king of smartwatches.
Most Chinese customers aren’t interested in expensive smartwatches, the Mi Band and Garmin wearables are the most popular in the country, alongside wearables for purchasing items, like the iShuashua and Alibaba-backed FiiSmart Pay Watch. Most wearables are under $200, which is still a lot in China, but not out of the reach of most customers.
Expensive wearables, like the Apple Watch Edition, are not picking up much steam in China. Apart from the odd billionaire child purchasing dozens for his classmates, there doesn’t seem too many willing to put down $10,000 for the gadget.
Misfit wearable gaining some notice
That said, fashion wearables from Misfit are seeing some interest. The company recently launched Ray, a wearable that tracks fitness and monitors sleeping patterns, similar to the Fitbit. The tracker comes with a bracelet, apparently making it more appealing to fashion fans.
In the fitness world, Chinese customers are starting to look for more than the average tracking capabilities. Some are looking for specific wearables — something Xmetrics CEO said would be the case — while others start to spend more on a wearable that can do more.
We suspect most of these shoppers will move over to a smartwatch in the future, unless they’re fully committed to fitness. The latter might start expanding their wearable collection to include single sport devices.
China’s wearable market is still quite small, but IDC notes that it is the fastest growing in the world. That makes it the perfect ground for companies like Fitbit and Jawbone to increase sales, while looking at ways to gain more customers in the U.S. and Europe, where sales have slowed.
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