Alan Mitchell has a great post on Relevancy and PPC advertising. In it, he explains how relevancy is extremely important in PPC and how longer tail keywords are better to target since they provide stronger cues of a consumer’s intent.
This is pretty obvious to any seasoned digital strategist, but reading his detailed reasoning (and the pint of beer at hand) got me thinking. As consumers get smarter, their searches get more specific; a.k.a. ‘long-tail’ keywords.
As mobile usage (and search) increases, search queries are getting even more specific. The input method is mostly by typing but several users already use Siri to ask questions, basically search queries. Siri decides which search engine is the most appropriate for the type of query and provides a (usually) relevant answer / result.
With the adoption of Siri and the inevitable spread of similar natural-language-processing (NLP) functionality on Android and other mobile platforms, an increasing number of searches will be made through voice-based inputs rather than typing.
Thus, it is very likely that there will be a big increase in long tail searches and keywords. This changes several things for digital marketers because Siri is effectively a voice processor mated with Google’s ‘I’m Feeling Lucky!’ (no pun intended). There is usually only one result and it’s the most relevant one. being second or anywhere other than first is nearly irrelevant for your content, product or service.
Suddenly, this whole long-tail keyword optimization becomes very very important.
How do you plan on optimizing your brand / service to this inevitable future?
About the author:
Luke Sequeira is a Digital Marketing / Product Strategist and is widely recognized as the least important man on earth.
He loves meeting new people and stealing their ideas; usually in Vancouver, Toronto or Goa.