Long tail terms ‘offer best value’
Paid search marketers may be able to obtain the best returns from low-volume, long tail keywords, according to one expert.
Writing on the Yahoo! Search Marketing blog, content quality analyst Noah Belson said that while high-volume keywords could potentially result in significant website traffic, their popularity means that prices can be very high.
However, cheaper low-volume terms have the benefit of allowing marketers to make use of more descriptive keywords better suited to their product range, he noted.
Despite this, it may be a good idea to use both low and high-volume keywords for the best effect, Mr Belson explained.
"There’s no ‘wrong’ type of keyword for any given account. Rather, it’s all about how you manage your account," he commented.
"Keep a close eye on your high and low-volume keywords, make adjustments when necessary and you should get the traffic you need and results you want."
On the same blog, the Yahoo! team recently advised marketers to keep an eye on the quality of their paid search ads to help lower minimum bids and obtain a better positioning.
