The long tail of search
- May 24, 2006
- by Richard Gregory
Here is an excellent article that goes further to proving the correlation between increased spend on generic search terms and improved performance from brand terms. The article starts with some statements of the obvious, such as “brand terms see higher conversion rates”, but goes on to reinforce the importance of deeper buying from the tail of search…something we at Latitude have been harping on about for nearly 5 years now. (Read about the discussion of this practice at one of our client-exclusive Intelligence Network events back in November.) The full report, commissioned by 360i and SearchIgnite in the US, can be downloaded here.
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