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Measuring 'Upper Funnel' Keywords

How do you track the value of "upper funnel" keywords -- those used by customers who "are early in their consideration life cycle," meaning they have not made up their minds what (or if) to buy? Getting to the answer, Avinash Kaush explains the long tail of search, providing advice on all the categories and the subcategories you might use for a particular subject. In his example, there are 11 "head" keywords and 22,181 "tail" (wow).

Supported by charts, Kaush makes recommendations on ways to understand the customer purchase cycle, methods to map keywords, and measure success. Some keywords may not have the best conversion rate but are better at attracting people to the Web site. That's okay, he writes. Focusing on those keywords that convert less but get people to the site is important, too.

Read the whole story at Occam's Razor by Avinash Kaush »

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