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Search marketing professionals get to see the real search terms that people use to reach your website on a daily basis; the days of stumbling about in the dark, trying to work out what search terms were used on Google are pretty much over.<\/p>\n
Google’s webmaster tools now shows us far more information than ever before and many of the third\u00a0party SEO tools that align this information to other KPIs and metrics have caught up or are catching up with the changes.<\/p>\n
In days of old (last century), one word search queries stole the market share; poker, hotels, porn, casino and flights gave websites with savvy marketing directors the opportunity to use SEO and PPC to dominate their chief marketing channels.<\/p>\n
These search terms quickly became worth their weight in gold, and as our enquiring minds thought of new ways to ask for more specific information, search engines responded accordingly and a market was born out of giving more relevant content.<\/p>\n
By the turn of the century, the dependency on being found for a wider range of more specific queries was apparent; content marketing strategies were beginning to shape up \u00a0and the percentage (not the number) of one word generic queries used within each sector was beginning to decrease\u00a0in scale if not in size.<\/p>\n
Since then, search engine market penetration in the western world has slowed down as the development of browser based searching, social media, apps, retargeting, native and programmatic advertising has given the user far more options to engage with content; from the initial point of stimulation to the final point of conversion or post sale advocacy. We don\u2019t just ask for information; we are permanently recommended information. Search engines normally recommend search queries, is this making a difference to search query lengths?<\/p>\n
What is clear is the length of the search terms that people use, and that the language and the devices used have\u00a0a bearing on the number of queries that people use to find information. I would like to summarise by stating that, in general, search queries have been growing in size for the past 15 years and they continue to grow. But, this is not always the case.<\/p>\n
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