Anatomy of the Internet Search

As a business owner competing for attention on the Internet, I must constantly keep abreast of search trends and search engine optimization advancements. With the lion share of all searches taking place on Google, my primary research and development focus is on how keyword phrases are performing by how they rank in Google. That said, Yahoo, MSN and Ask all have a loyal follow and for the long-term health of my business I keep a keen eye on how my sites are performing.

So what is an Internet search? As it pertains to business applications, it is the hunt for products or services through as few descriptive words (keyword phrases) as possible.

We have all heard the adage, make your search too broad and you’ll get the phone book. Well, this analogy is a great place to start our discovery process. Here is a simple bard chart (very similar to those we had to constantly make in our college economics class.

The search volume side represents the number of search results. The Search Detail side represents the detail of the search phrase. For example, if you search on Google for “books” (very broad search scope or very low level of search detail) you will get 1.72 billion search results. Increase your search detail to “aviation books” and the search results decreases to 172,000. Further increase the search detail to “American aviation books” and your search results decreases to 7.

On the search side of the equation using google’s keyword tool we find the following search volumes. The approximate number of searches in June 2008 for “books” was 24.9 million; searches for “aviation books”; and the number of searches for “American aviation books” is listed as Insufficient Data.

Going back to a question my Economics Professor always asked, so what? Why is this bit of boring information important to me? Because I believe the Internet search industry has hit Critical Mass and now more and more people are adopting new technologies that allow for deep keyword phrase searching. One such technology is blogging.

At a point in our not so distant past, blogging was mostly a personal activity techy people did to share useless bits of information. But today, the masses are using blogs to tell about product and service offerings, company news, general announcements, tips and tricks, give financial advice, sell homes, buy cars and thousands of other tasks. Sure, there is still a lot of social and political blog activities, but business is turning to the text rich real time web publishing blog medium to keep in contact with current customers as well as reach out to new customers.

The obvious question is “Why?”

Looking back at our search example, if you search on for our search phrases here is the results we get:

  • books = 68,271 results
  • aviation books = 67 results
  • American aviation books = 25 results

The conclusion we can draw is that with text based blog technology, the deeper (more valuable) keyword searches are producing more results. Why is that?

Looking back at websites, the static nature of the technology prevents frequent edits; resulting in loose product association. Books (in our example) is a very popular search phrase and any business in the book business will have that keyword in their meta data. If the company specializes in aviation literature, then listing the keyword phrase “aviation books” in the meta data is very reasonable. However, classifying the keyword meta data to “American aviation books” has very low ROI for the effort it requires to add and maintain on the website.

Blogs, on the other hand, require little to no expertise to use. The process of key word tagging is much simpler, and the subject matter is more losing organized—allowing for very narrow conversation topics.

Put another way, what is the likelihood that you, the business owner, would take the time to add specific types of aviation books to the keyword meta data on your website? Answer, pretty low. However, if you have a book store with a website that has an aviation category, you could use a blog article to write about a few of the fine American Aviation Books in your collection. Since the blog article gets indexed just like a webpage (with more preferential placement), the cost factor of the publication is significantly less.

To learn more about business blogging and how it can be used in your business, please call Zenith Exhibits, Inc. at (503) 709-1454

Ed Bejarana

A business blog allows you to create search engine rich content you can share on social media sites and bring new traffic to your company website.

Need help getting your business blog up and running?  Click or call me today for free advise or an affordable custom built solution.

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