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+++ S P E C I A L R E P O R T +++
"Effective Use Of Keywords"
By Javlik
February 17, 1999

It's easy to track how visitors found you -- merely review you traffic logs at your site.  How do you find those keywords that you should have used for folks to find you?   Here is a dialogue that took place in E-Tailer's Digest where one of our members actually benefited from a promotion event staged by here competitor -- Victoria's Secret.

In issue #146 Linda Weathers mentioned:

"Victoria's Secret - Lingerie. They ended up being in the top 25 of words searched last week. I receive the top 200 from a company that tracks that. Lingerie has not been in the top 175 since I started receiving the report."

Well, I contacted the report producer and asked him to comment and give us some details on how search engine reports can be used. IMHO, keywords are needed to get noticed, but I want to know about those keywords folks are using to search that I may not have, yet would be important.

Here is his response.  I will take him up on his generous offer -- "By the way, if anyone asks, (and our moderator includes it,) I will answer one interesting question on keyword statistics a week on this forum. In addition to getting his question answered, the winner gets our Top 3/24 report for the week. That lists the top three queries for each hour of the day."

So, send in your question, and John will respond.

Thanks.

George Matyjewicz
Moderator

+++++

Are you where they are looking?


The recent run-up caused by Victoria's Secret Lingerie serves to show why it is important to watch the trends in search engine queries. Like all human driven surges in query topics, this one spawned not one query, but a number of variation which can be taken advantage of without stepping on trademark issues. More on how, below the lists.

WHAT HAPPENED

Victoria's Secret, maker of Lingerie, had a web party. About a million and a half people tried to come. We saw this in a huge increase in search engine queries related to Victoria, secret, lingerie, and related terms, and reported it to subscribers of our reports.
http://www.mall-net.com/se_report/

A few of the queries can suggest other terms and creative spellings. Heck, even "secret catalog show" will get you hits from this surge! (Though if you don't have anything striking, many will leave for the real thing.)

By the way, don't assume the spelling challenged viewers won't buy -- many of them don't use English as their primary language. And many don't have ANYONE in their area to buy from!

THE STATISTICS:

Based on about 1.5 million queries sampled that week:

Rank:#Q's:Query Text

10:899: victoria secret
14:842: victoria s secret
18:631: victorias secret
21:580: lingerie
34:422: victoria secrets
39:401: victoria
258:123: www victoriassecret com
397:94: victoriasecret
415:92: www victoriasecret com

... And a few odd selections:

1507:38: secrets
1811:33: secret
1978:31: lingerie models
1978:31: lingere
5578:14: plus size lingerie
6693:12: victorias secret fashion show
7461:11: victoria secret fashion show
8316:10: victoria secret homepage
24981:4: victorias secreat


24981:4: victoria secrets websight
24981:4: victoria secrets home page
24981:4: victoria secret catalog
24981:4: sheer lingerie
35408:3: victoria secrets catalog
35408:3: victoria secret video
35408:3: victoria secret store
35408:3: victoria secret magazine
35408:3: victoria secret live
35408:3: victoria secret catalogue
35408:3: victoria secet
35408:3: victoria secert magizine
35408:3: victoria s secret webcast
35408:3: victoria s secret online langerie show

Oh yes, do note how few of those 1.5 million queries are on this hot topic. The range of things people look for is immense! They are not all sex starved teenagers. Some are even into Linux.
htp://www.mall-net.com/se_report/linux.html

HOW CAN YOU TAKE ADVANTAGE?

Does not having the right page out there ahead of time mean you "missed the wave"? Yes and no. There are spikes and surges. Spikes don't last. Surges decay slowly, so that it is possible to get on to some search engines in time to get some hits... BUT

In the long run, you can't build a business on a single surge!

So what is the surge doing for you? Identify a Mind-Set, Yea Olde Psychographics or market segment, and the latest words that market segment uses to find what it wants.

These people were out there long before the surge, and will be out there long after the surge has passed. What they did learn, was another set of words to use to satisfy their desires. Those words are passed on to other people in their market segment. As you can see in the next week's stats, (below,) the words are still hot. You can bet that the same market segment includes other seasonal words like the top three on this list:

Rank:#Q's:Query Text


11:783: valentine
25:539: valentines
34:486: valentine cards
38:442: lingerie
50:389: valentines day
88:290: victoria s secret
91:288: victoria secret
111:255: valentine s day
163:197: victorias secret
172:190: valentines cards
184:183: victoria
323:124: lingerie
338:120: valentines day cards
350:118: victoria secrets
350:118: valentine card
448:102: valentine poems
553:89: free valentine cards
740:72: st valentine
909:62: valentine clip art
1053:56: valentine day
1080:55: valentine s day cards
1171:52: valentines poems
1234:50: valentine s

The way to take advantage of those changes, is to create NEW pages specific to the changing terms. And to watch what your existing keywords are doing, so you are ready for seasonal changes as well as able to respond to news items.

By the way, if anyone asks, (and our moderator includes it,) I will answer one interesting question on keyword statistics a week on this forum. In addition to getting his question answered, the winner gets our Top 3/24 report for the week. That lists the top three queries for each hour of the day.

HOW CAN WE HELP?

We produce custom reports based on your keywords; as well as other weekly report products to let you know what the top 100, 200, and 1000 queries are each week.

The week's top 100 query list is always at http://www.mall-net.com/se_report. There are also pages based on some of the words used in the top 100 queries. It is a good place to go for ideas
if you have a popular topic, or to see what people are looking for.

The week's top 200 list is available as a free subscription. E-mail webmaster(at)mall-net.com with the subject SUBSCRIBE T200 (your e-mail address) or subscribe via the above web page.

The weekly top 1000 is only $20 a year.

But if you are really serious about watching what is happening with words that mean something to your business, you need to subscribe to our $95 custom keyword tracking report. For speed, you can hit our wholesaler, www.wordspot.com with a credit card. Or if you e-mail me for a custom consultation, (and pay by check,) I will help you select the more important keywords for YOUR pages, and subscribe you to a custom six keyword report for the same $95. (That will soon include 24 hour spike and surge notifications.)

If you are a webmaster with clients, we have package deals and re-branding programs; things you need to help your clients make informed decisions, and help you provide your clients with the best services possible. (And perhaps another profit center.) When your clients see these reports, many will want to update their existing pages and create new ones to take advantage of how keyword usage changes over time.


javilk(at)mall-net.com ------------------ webmaster(at)Mall-Net.com
----------------------- IMAGINEERING --------------------------
----------------- Every mouse click, a Vote -------------------
---------- Do they vote For, or Against your pages? -----------
----- What people want: http://www.mall-net.com/se_report/ ----
---------------------------------------------------------------


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Last modified February 23, 2005
Copyright 1997 GAP Enterprises, Ltd.
Contact webmaster(at)gapent.com with any comments or questions about this site.
Last modified Thursday, February 18, 1999