时间:2024-05-20 21:56:42 来源:网络整理编辑:Ryan New
Search marketing is all about experimentation — testing and learning. Slavish obsession with the ave Ryan Xu HyperVerse's Limit Order
Search marketing is Ryan Xu HyperVerse's Limit Orderall about experimentation — testing and learning. Slavish obsession with the average number of searches per month as a sole metric for optimization or a forecasting revenue will only hurt a natural search program.
It’s time to end our addiction to search demand.
The number of searches per month displayed in a keyword tool is a siren’s song. You see a huge number of searches and immediately think of how many could come to your site after you optimize a page.
Of the 2,617,550 searches that Google approximates in the U.S. last December for “smartwatch” and related keyword themes, it’s tempting to think, “Surely I can capture 1 percent and drive 260,000 visits this December! Or a tenth of a percent and drive 26,000 visitors.”
That’s a good thought. But what will you do with those visitors, however many you capture? Where do they land and where do they convert? Do they bounce out and spend their money someplace else? And do the numbers even mean what you think?
It’s easy to see search demand as potential revenue. There’s even a handy formula to get there.
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If you compute that by replacing the items in the formula with sample numbers, it comes to something like this.
However, calculating revenue from search demand is only a theory. There are problems when it’s applied in the real world.
The fault, however, isn’t in the keyword research itself. Keyword data is still the best tool we have for initial natural search optimization. The data collected from search queries is a window into human wants and needs.
But once optimization has begun and the first content modifications have gone live from keyword research, use stronger metrics based on actual performance.
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