The Tale of the Tail
Most people when asked to list the most important search terms used
in their markets will manage to get between 10 and 20. Most users of
Adwords only bid on these obvious terms.
What the vast majority of online marketers don’t realise is that the top
10 search terms traffic volumes represent less than 10% of all potential
volume and not only that they fail to recognize that the 90% plus
keywords cost considerably less than the bid prices for the generic type
keywords. Even more importantly marketers fail to realise these "long
tail" keywords actually convert to sales at higher rates than generic
keywords.
Consider this example from one of our many websites… for the 12
months ending April 12th 2009.
In this 12 months period 47,711 different keywords were typed into
search engines by 261,720 people. Each of these visitors reached the
website http://www.practical-water-gardens.com via one of the many
keywords.
The top 10 keywords in this list of 47,711 brought only 6.3% of the
total traffic (16,500 people) to the website. In other words all the
other "long tail" keywords brought 93.7% of all traffic. If we had only
focused on the top 10 keywords we would have missed most of the
potential market. Click image to enlarge
The Tale of the Tail… only a small percentage of visitors to a
website come from the top generic keywords. Any online marketing
strategy has to focus on discovering thousands of keywords on which to
bid in Google Adwords or to set up a coherent website structure for free
search traffi
How to Carry Out Keyword Research
There are many keyword research tools available. They all work along
similar lines in that sophisticated software trawls the data bases of
different search engines and collates information over a period of time
for many millions of search queries. Some of these tools are only
available by subscription. However the best tool is now free and comes
from Google itself. The tool is called "Google External Keyword Tool".
You can access it here…
https://adwords.google.com/select/KeywordToolExternal
The table below shows results from Google’s tool based upon a single
seed keyword… "insurance":
The list of keywords below was based upon using a seed keyword
"insurance"… Google then queried its own data base and returned the
keywords as being the most relevant based upon actual searcher use in
South Africa. It takes less than 2 minutes to discover this. And the
cost is nil.
If an individual or organisation wants to discover exactly how many
searches are being made in South Africa for any or all of these terms
above it is a simple matter of setting up a Google Adwords campaign and
being prepared to spend a few Rands to gather highly relevant data.
To be continued
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Keyword/Search Query
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Keyword/Search Query
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Keyword/Search Query
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1st for woman insurance
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group insurance
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insurers
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1st for women insurance
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health insurance
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liability insurance
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aa insurance
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holard insurance
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life insurance
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accident insurance
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holiday insurance
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life insurance companies
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admiral insurance
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home insurance
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life insurance policy
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affordable insurance
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homeowners insurance
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life insurance quote
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aig insurance
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house insurance
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mechanical insurance
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apbco insurance
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household insurance
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medical insurance
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auto & general insurance
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iemas insurance
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micro insurance
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auto and general insurance
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indequity insurance
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motor insurance
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auto insurance
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indiwe insurance
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motor vehicle insurance
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axa-insurance
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insurance
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motorbike insurance
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best insurance company
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insurance agency
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motorcycle insurance
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brolink insurance
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insurance agent
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mutual & federal insurance
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budget insurance
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insurance agents
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mutual and federal insurance
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bugdet insurance
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insurance articles
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mutual insurance
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business insurance
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insurance broker
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my insurance
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car and household insurance
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insurance brokers
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nationwide insurance
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car company insurance
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insurance claim
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new insurance
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car insurance
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insurance claims
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online car insurance
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car insurance companies
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insurance co
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online insurance quotes
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car insurance quote
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insurance companies
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optimum insurance
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car insurance quotes
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insurance company
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orange insurance
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car insurance rates
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insurance cover
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out insurance
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casualty insurance
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insurance for woman
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personal insurance
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cheap car insurance
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insurance for women
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pps insurance
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cheap insurance
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insurance information
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resolution insurance
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cheapest car insurance
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insurance logo
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risk insurance
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cheapest insurance
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insurance logos
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santam insurance
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commercial insurance
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insurance online
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short term insurance
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compare insurance
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insurance online quote
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smart insurance
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compendium insurance
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insurance policies
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south african insurance
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constantia insurance
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insurance policy
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standard insurance
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corporate insurance
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insurance premium
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strike insurance
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cycle insurance
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insurance premiums
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sure insurance
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dental insurance
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insurance prices
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term life insurance
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diagonal insurance
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insurance questions
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top insurance companies
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dimension insurance
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insurance quotation
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travel insurance
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direct insurance
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insurance quote
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truck insurance
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eagle insurance
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insurance quotes
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uk
insurance
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edge insurance
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insurance rates
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under insurance
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education insurance
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insurance software
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unify insurance
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epic insurance
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insurance studies
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vehicle insurance
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female insurance
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insurance systems
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vehicle insurance companies
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find insurance
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insurance tips
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vehicle insurance quote
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fire insurance
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insurance towers
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vehicle insurance quotes
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first for women insurance
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insurance underwriting
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woman insurance
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free insurance quote
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insurance zone
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women insurance
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general insurance
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insurances
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your insurance
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global insurance
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insure
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insurence
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