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Sunday, September 07, 2008
Companies in all industries are still not getting the point about full coverage of the "keyword torso," preferring to wallow in high bids on core terms, rounded out by improbably long lists of tail phrases. Some companies are doing pretty well, but their economics could be improved significantly by just doing the basics -- nothing fancy.
Check out the other ways of saying "promotional products" (the term those in the industry itself seem to use most often): logowear, logo items, schwag, swag, and so forth, and the number of Google advertisers drops precipitously. In Canada, the use of alternate terms drops to near zero - leading the all too familiar "unmonetized SERP". Yet there are scores of leading logowear companies vying for those leads... aren't there? You wouldn't know it by doing a search -- especially north of the border.
In their defense, maybe some advertisers in the B2B arena find that pop terms like schwag are generating too many consumer-based queries looking for free stuff, leading to untargeted clicks or low CTR's. I just use this as an example. Surely the masses aren't searching for "logowear."Labels: keywords
Posted by
Andrew Goodman
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D'oh!
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