Keyword Stuffing The Long Tail

Jonny Darling Insight Leave a Comment

An avid gardener, I’m familiar with the horticultural practice of forcing growth! I’m also a keen observer of the Google Barometer! Bickey Russel is a senior industry analyst over at Google and his latest UK property market publication is a good example for how Google also looks to harvest bumper yields. Albeit interesting sectorial investigation and a fascinating insight to the library of information Google stores on each of us, these research reports are thinly-veiled Adwords sales brochures.

Google has long displayed overt generosity with the provision of analytics software gratis. Now their team of technical analysts freely All the better for seeing you with my dear!educate prospective advertisers with exclusive industry memos. The white papers on general release however are just the data-exhaust from the quarry of information that we all contribute to when we type a search in to Google or install Google analytics on our website. We are privy to the tip of the iceberg. The fruit of their (data) farm is horded all to themselves with the express intent of getting to know us better

Rather than deliver any particularly astounding revelations on the property sector in the UK, the most striking finding of this report relates to search-user behaviour. The trend is for longer, more qualified query strings, 3-to-4-world permutations making up a significant proportion of the total query base. Google points to more intelligent application of search functionality as web-user sophistication evolves. The upshot, Google would have us know, is that there now is a longer tail of queries worth marketing to, that is to say, a fat sausage-dog!Google Property Market Report Q3 2010

Exact matching in Google AdWords on complex keyword combinations has long been the most economical avenue for low but qualified visitor traffic to a website. Google now insists the traffic pool in this target market range is both wider & deeper. As Jeff Jarvis writes in What Would Google Do, it’s a market of niches. How qualified and relevant these niches, and how economical it is to enter them is questionable given that is not user education that is creating these niche keyword spaces, it is Google! Google Instant spoon feeds its’ users with “suggestions”, prompting the proliferation of longer keyword strings and sparking competition in the keyword auction room for evermore key-term bids. With Google it IS the size that matters! More search-users, more data-exhaust, that is recycled to extend the keyword suggestions database which expands the marketplace for keywords! If you type “house for sale” and “house for sale in Dublin” appears as a suggestion then naturally you should bid for this key-term, as you should “house for sale in Dalkey”, “…in Delgany” or “…Dun Laoghaire” if you are a property agent in Dublin South. Google Instant sets the imperative for advertisers to buy more keyword permutations, which in turn encourage marketers to find longer, specific variations on already complex commands.

Wide Base Christmas TreeLow-hanging fruit no longer dangles within easy reach from the bottom of the proverbial Christmas tree. Instead it is spread far and deep within the gnarls of a heavily-laden oak hardwood! While we’re in the mood for similes, the recent guillotine budget provides an apt analogy for Google’s product up-selling, with the widening of the tax-base and booby-traps throughout the process.

Google has the market cornered and now it is setting the price. Like sheep to a shepherd, while we feed on Google information services, Google in turn feeds on us, growing fatter the more we consume. As I said, size matters and Google are big swinging d1ck5!