'Net Features : keywords

8 Ways to Improve Your Site Over the Weekend

Michael Garrity — Fri, 20 Jul 2012 14:00:00 GMT

Everybody may be working for the weekend, but if you run a website, you already know that you’re almost always working on the weekend, as well.

In fact, most of the work of the everyday Web professional has to do with tweaking, analyzing, and generally optimizing the performance of their site(s), which can take up a lot of time.

So, if you don't want to spend your whole weekend working, here are eight quick ways to refine your website in two days, and still have time to go see the new Batman movie.

Offer social proof on your website.

While peer pressure is typically seen as negative, that is not the case in the marketing world. Web workers can display customer testimonials or case studies on their website to increase engagement and conversions. By doing this, your audience will be able to relate to other customers, and therefore learn how effective your services or products are from a trusted opinion. So, find some of the nicest things that consumers out there have said about you (and don't forget, you can encourage them) and share it with the world.

Test email subject lines.

Email marketing campaigns won’t be successful if emails aren’t delivered or opened, which is why it is always important to use best practices, such as testing, when creating email subject lines. One way that marketers can quickly test email subject lines is with subjectline.com. This free subject line scoring tool evaluates subject lines and provides users with scores, as well as deliverability and marketing tips and advice. Take some time - 15 minutes or so - to sit down and brainstorm great subject lines.

Generate a Fivesecondtest for your site to assess its usability/readability.

When you don’t have the time to conduct user tests, this handy Web-based tool lets Web workers upload a screenshot of their Web page and then creates two different five-second user tests, one for memory and one for descriptive feedback. And, you know, it only takes five seconds.

Insert dynamic meta descriptions into your HTML.

One of the easiest ways to improve your search marketing efforts is to include useful, compelling meta descriptions on your Web pages. Just be sure that they are relevant to the page’s content and are captivating enough inspire a user to click on the search result.

Monitor keywords on Twitter.

It is important to keep an eye on discussions that are relevant to your brand, because it can help social media managers better connect with their audience, as well as help publishers discover possible content ideas. While there are many tools that can be leveraged for monitoring social media mentions, two free Twitter-specific tools worth checking out are Monitter and Twitterfall. Take a few minutes every hour or so to see who is using your keywords in the Twitterverse.

Assess your forms.

Does your email subscription form ask for unnecessary information? If the answer is "yes," you may be scaring off potential subscribers. This is why removing unnecessary or less important information from your forms can prove to be beneficial in the long run. In fact, it is important to note that the only information really needed on a newsletter subscription form is a name and email address, especially because more targeted information can always be obtained at a later time. Should you have some time to spare, why not give one (or all?) of your forms a review to make sure they're not asking superfluous questions.

Fix up and customize your 404 page.

Obviously you never want your visitors to land on one of these, but it happens, and in those situations, it’s good to have a custom 404 page that will not only provide them with information, but also offers additional useful content and encourages them to continue exploring your awesome website. If your 404 page is uninformative and boring, why not take a few hours to create one that will be a little more meaningful to your site's visitors?

Adjust white space to improve readability.

Finding the right balance between too much and too little space around text is one of the essential aspects of a readable website. Remember that your chunks of text content need room to breathe so that your visitors can view them more easily, and they shouldn’t be adhered to other elements, particularly images. Spend a few minutes during your morning coffee looking over your website to make sure it's optimized for readability, and if you see any problems, try increasing your padding and margins.

New Study Reveals Top Google Ranking Factors

Linc Wonham — Thu, 07 Jun 2012 15:30:00 GMT

The volume of Facebook and Twitter shares that a Web page generates is closely correlated to how high it ranks in Google searches, while too many ads on a page are likely to have a negative effect on search visibility. So says a new study from search and social analytics company Searchmetrics.

The research also finds that top brand websites appear to have a natural advantage for ranking highly in searches. Searchmetrics analyzed search results from Google for 10,000 popular keywords and 300,000 websites in order to pick out the issues that correlate with a high Google ranking. The correlations were calculated using Spearman’s rank correlation coefficient, in which a correlation of +1 indicated a perfect positive correlation and -1 indicated a perfect negative correlation.

The five key findings of the study are highlighted below:

Social media’s effect on search
Social signals from Facebook and Twitter now correlate very strongly with good rankings in Google’s index. The number of Facebook Shares that a Web page has received appears to have the strongest association (a correlation of 0.37). Twitter is far behind Facebook but is still the sixth strongest factor on Searchmetrics’ list of Google ranking factors with a correlation of 0.25.

Top brands have a ranking advantage
Despite the perception of search as a level playing field, the study found that top brand websites enjoy a ranking advantage. Some of the main factors that are commonly believed to help Web pages rank well, such as the quantity of text on a Web page and having keywords in headlines and titles, have no effect in the case of large, well-known brands.

“Surprisingly, the data show a negative correlation between these factors and rankings – contradicting traditional SEO theory,” explains Marcus Tober, Searchmetrics’ CTO. “So, not having keywords in headlines or having less text on a page seems to be associated with sites that rank higher.

“When we looked deeper at the top 30 results we found that this pattern really starts to emerge with highly ranked pages. And when we looked at sites that are in the top position on page one of Google – the natural position occupied by brands – this is where the negative correlation is strongest. This indicates that strong brands rank highly even without perfectly conforming to common SEO practice.”

Too much advertising hurts rankings
Too many and/or excessively clumsy advertisements were presumed to be a factor in the Google Panda Update and its successors which have tried to lower the search visibility of poor quality results. The data in this study supports this assumption as all the analyzed advertisement factors returned a negative correlation (-0.04).

A deeper analysis revealed that this pattern was strongest when there was a high percentage of Google AdSense ads; rankings for pages with more AdSense ad blocks seem to drop sharply. This supports Google’s statements early in 2012, in which the company said that particularly prominent, distracting or above-the-fold ads could lead to ranking problems.

Quality of links is vital
The number of backlinks is still one of the most powerful factors in predicting Google rankings (with a correlation of +0.36). To get the most benefit, however, it appears a site needs to have a spread of links that looks natural – not like it was artificially created by SEO experts.

This means that a site should not simply have a large number of perfectly optimized links that include all the keywords it wants to be ranked for in the anchor text. It needs to have a proportion of ‘no follow’ links and links that contain ‘stopwords’ (such as ‘here’, ‘go’, ‘this’).

Keyword domains still attract top results
Contrary to reports, websites with keywords in the domain name such as cheapflights.com still often top the rankings (correlation of +0.11). Although Google has repeatedly said that keyword domain sites will slowly weaken in power in searches, this does not yet seem to be the case.

“We collated the data for our research in February and March 2012, meaning that it takes into account the impact of Google’s various Panda algorithm updates that have greatly changed the look of search results since early 2011,” explains Tober. “We conducted similar studies in the UK, Germany, France, Spain and Italy and found very similar results across the board, which seem to show that these findings apply internationally.”

Long-Tail Keyword Tips for Affiliates

Michael Garrity — Wed, 06 Jun 2012 16:30:00 GMT

Working within a niche industry as an affiliate marketer is very much a system of give-and-take that comes with potentially huge rewards. But it does not come without extraordinary effort on the part of the publisher.

When affiliates operate in highly targeted industries, some of their most useful instruments are long-tail keywords – those more obscure words and phrases that focus on smaller volumes but yield more qualified search results.

Affiliates tend to target these keywords for two reasons: 1) There is less competition for them, and 2) They appeal to users searching for more specific products.

In other words, long-tail keywords emphasize quality over quantity, and finding the best long-tail keywords for your Web property can be a rigorous process of research and testing. Fortunately, there are a multitude of free keyword testing tools widely available on the Web.

Tools for success
Google’s free AdWords keyword tool is used by Web professionals looking to optimize their search engine rankings, but it’s especially useful for affiliates looking to uncover the best long-tail phrases available for their websites. Publishers can use this tool (or others like it, such as Wordtracker, Keyword Discovery, NicheBot and many more) for research, which any successful Web worker will tell you is crucial to one’s success.

To find long-tail keywords with these tools, start by conducting a general search using the two or three keywords that are the most relevant to your site. After getting the results, re-order the “Global Monthly Searches” column so that the lowest number is at the top, and then work down the list to identify all of the long-tail keywords that were returned, and note any that may have special relevance to your particular niche.

Identify your goals
Long-tail keyword research can only go so far if you have a clearly defined goal. Typically, it is to entice visitors to click on a merchant’s ad, meaning that you want to create copy geared towards actively helping users achieve their own goals. For example, if advertising coffee mugs, effective content might include information about why one type of mug is better than another, or how much money your website visitors can save by making their own coffee as opposed to buying it every day.

Once you have established the purpose you want your keywords to convey, it’s important to pay attention to the search volume of each of the candidates to figure out which options will be worthwhile. The tail of a broad keyword can have hundreds of thousands of potential matches but, realistically, few will actually be searched for often enough to actually help drive a significant number of relevant consumers to a website.

Do the research
What you want is to research how often people are searching for specific content related to the general topic of your website, and then select those long tails that are pertinent to the site’s goals.

Once you have determined the best long-tail keywords for your website, the process just becomes regular SEO. You need to find ways to include these long tails in your URLs and page titles, naturally integrate the phrases directly into the copy of your Web pages, use them in anchor text and add them into a page’s HTML using headline tags (i.e. <h1> and <h2>).

Long-tail keywords are a big part of the successful affiliate marketer’s arsenal because they allow you to reach out to users when their reason for conducting a search aligns closely with the goals of your website. While it can require more work on the research end of things, the time spent is usually well worth it.

Feast on These Holiday Keyword Strategies

Allison Howen — Tue, 22 Nov 2011 21:30:00 GMT

The National Retail Federation predicts that a 10-percent increase from last year will result in 152 million people shopping this Black Friday weekend. Furthermore, 21 percent of consumers are planning on staying home to surf for deals on Cyber Monday, according to the Retail Industry Leader Association.

"The growth of online sales has made Cyber Monday and other online holiday shopping trends equally as important to retailers as Black Friday,” says Retail Industry Leaders Association president Sandy Kennedy. “Unlike a decade ago, a successful holiday season now means success in the store and online."

So, as you prepare to enjoy your Thanksgiving dinner, it is vitally important to take some time and review some of the most profitable keywords of the season. When used frequently throughout the week of Black Friday, merchants can maximize their online and in-store traffic for their busiest shopping weekend of the year.

Keeping up with Keywords

Since 2004, Black Friday and Cyber Monday searches have grown dramatically, especially in the weeks and days leading up to the Thanksgiving holiday.

Currently, some of the top searches relating to the keywords “Black Friday” and “Cyber Monday” unsurprisingly include Black Friday ads, Black Friday 2011, Black Friday sales, Black Friday deals, Cyber Monday deals, cyber deals, Black Monday and Cyber Monday sales.

However, it is important not to limit your keywords to variations of the terms Black Friday and Cyber Monday. For instance, many retailers draw customers in over this busy shopping weekend by promoting free gifts – so why not think outside the box and incorporate other terms into your keyword strategy, such as Freebie Friday, Holiday Sale, after-Thanksgiving deals, free gift or Christmas specials.

Additionally, merchants should also mention key terms from specific products and services that they are selling and promoting during the holiday season, such as Black Friday Electronics, Cyber Monday Appliances, Thanksgiving shoe deals, Christmas toy sale, etc.

Where to use Keywords

The most obvious use for keywords are in pay-per-click advertisements, but merchants should also be using these words in their social-media posts.

Not only will the use of keywords in social-media posts reach your fans and followers, but it may also help a merchant appear higher in search results because of the influence that real time has on SEO. This week is especially critical for brands to mention Black Friday, Cyber Monday and other keywords in Twitter posts because these keywords have been and will continue to trend.

For example, Best Buy has promoted (paid for) the keywords “Black Friday” to trend. Therefore, any merchant or consumer that uses the terms Black Friday in a post will have an opportunity for more Tweeters to view that post because it is trending.

However, marketers that are focusing on using keywords for advertisements may want to consider locally targeting their ads. Therefore, it is important to know which states search the most for Black Friday and Cyber Monday-related terms. Currently, the state with the most Black Friday searches is Kentucky, followed by Ohio, Missouri, South Dakota and Minnesota. The states with the most Cyber Monday-related searches are Kentucky, South Dakota, Missouri, New Jersey and Ohio.

Staying on Trend

Being aware of how consumers are searching is a key aspect of staying on trend and keeping up with keywords. Merchants, especially this week, should be using these holiday keywords in everything from ads to social-media posts in order to maximize their exposure within search results. However, it is important to remember that everyone searches differently, so using popular keywords along with some of the less popular yet more targeted keywords should prove to be a winning combination.

Driving Offline Sales with Generic Keywords

Pete Prestipino — Tue, 18 Oct 2011 20:45:00 GMT

What drives more in-store sales – branded keywords or generic keywords? According to a 13-month long study from search marketing agency GroupM (part of the WPP group), 86 percent of buyers who purchase in-store use generic terms on search engines to inform their purchase decision.

“The Web is influencing more than $1 trillion of in-store sales, and search is the number one online channel for driving that revenue,” said Chris Copeland, CEO, GroupM Search. “This new understanding of the retail shopper represents a behavioral shift. The intent shown in search provides brands an opportunity to maximize their online revenues and encourage and cultivate greater in-store sales.”

Copeland may be a little bullish on the “behavioral shift” as everything I have seen indicates that generic terms have nearly always driven more activity. There is a lot of good information in the report however (read From Intent to In-Store: Search’s Role in the New Retail Shopper Profile) including that in-store buyers click on organic listings and show a greater propensity to click on a generic link, at a rate of 144 percent over the general shopper. Perhaps its time to ramp up those SEO efforts.

Additional insights available in the report which warrant some attention include that more than 5 percent of traffic measured to an advertiser’s site is store locator activity, and 10 percent of shoppers report using tablets during the retail shopping experience.

Keeping up with Keywords

Allison Howen — Mon, 08 Aug 2011 21:30:00 GMT

Keywords are a crucial part of digital marketing campaigns, yet identifying the words consumers are most likely to use when searching is something that digital marketing teams have difficulty with.

According to a white paper published by Hydra, digital marketing teams don’t have the resources to conduct thorough investigations, which lead to more successful keyword results. Additionally, a bigger problem may be monitoring and keeping up with terms that change so frequently.

“Keyword research makes the difference between the vendor’s goods and services being immediately visible to the searcher or their being swallowed up and lost in the myriad of returned search results,” says Ruth Zohrer, solutions consultant at Hydra. “Ultimately, the lack of thorough keyword research can prove costly as it leads to vendors failing to maximize on the online opportunity both in terms of directing potential sales leads/traffic to their site and garnering revenues from the online channel.”

According to a Hydra survey, less than half (42 percent) of digital marketers felt they were keeping up with key word trends. Furthermore, over half of the study’s participants (55 percent) claimed they don’t know which new words or expressions are worth spending time and money on. Yet over 70 percent of participants agreed that they would spend more time on reviewing keywords and phrases if possible.

Solutions from Hydra’s white paper includes beginning new natural search projects with a discovery phase that includes keyword research and keyword-mapping, which shows how sites connect with target keywords as well as any gaps that may need to be fixed.

After each keyword’s demand is known, they can be prioritized based on the results.

Google Mobile Search Insights

Mike Phillips — Mon, 25 Apr 2011 15:38:00 GMT

The New York Times has published a very interesting glimpse into the mobile world according to Google. And with a little reading between the lines, we can see some mobile strategies that might pay off immediately and in the long-term.

Of course, this is Google and that means search. According to the story, mobile search is growing as quickly as the early days of Google desktop search -- and that's saying something. Google also owns an astounding 97 percent market share of mobile searches, according to StatCounter.

Marketers and advertisers will be very interested to know that mobile searchers are very savvy keyword users. Google has found that, when using Google voice search, users tap into their keyword knowledge rather than speaking like they would to another human. From the story:

At first, Google engineers thought people would talk to its voice search service as if they were talking to a person — “you know, it’s my anniversary, and I’d love to take my wife somewhere really romantic to eat, do you have any ideas?” — so it taught the service to filter out unnecessary words. But it turned out that Google had already trained people into thinking in keywords, so they knew to search “romantic restaurants” even when speaking instead of typing.

Proper keyword research, then, is paramount to effectively reaching mobile searchers. And that includes location, as Google mobile search is local in nature, by default. Google also found that mobile searches are time-sensitive, spiking during lunch hours and evenings when users are away from desktop computers. Put that one in your "dayparting" file.

Still, you might be thinking that it is still far too early to be concentrating on mobile search. Perhaps this might change your mind:

"Mobile search is definitely going to surpass desktop search," said Scott B. Huffman, who works on mobile search. "The lines will pass, and I think they’ll pass before anyone thought they would."

Google Updated Keyword Tool Out of Beta

Pete Prestipino — Mon, 27 Sep 2010 14:59:00 GMT

Google announced that its updated Keyword Tool, which combines features from the previous Keyword Tool and Search-based Keyword Tool, is now officially out of beta.

The updated Keyword Tool is now the only Keyword Tool available in AdWords, so you can now simply call it “The Keyword Tool.”

The Keyword Tool features flexible search options (search by any combination of keyword, website/URL, and category and receive a single set of results), easier keyword refinement (filter results by word or keyword match type), add keyword ideas as negatives right from the keyword list, and several advanced options including mobile search statistics and the ability to use data filters based on local searches, search and ad share.

Google also noted that it has changed how they calculate "Global Monthly Searches" and "Local Monthly Searches." According to Google, "Statistics in these columns are now based on Google.com search traffic only."

31 Back-to-School Keyword Targets

Mike Phillips — Mon, 28 Jun 2010 19:30:00 GMT

For most students, summer is in full swing. Going back to school is far from the top of their minds. However, for retailers, online marketers and publishers, back-to-school should be top-of-mind. Take a look at the chart shown here. This is the search volume for "back to school," taken from Google Trends. You will notice that consumers start their back-to-school research (and, therefore shopping) right about now. In fact, from today to mid-August, search volume will triple.

The chart below "Search Volume index" indicates news references across Google. That's also about to spike -- meaning the opportunities to benefit from back-to-school traffic is not limited to retailers but can include bloggers and publishers, too.

Clearly, its time to optimize for for back-to-school traffic and keywords. Below the chart are 31 keyphrases to consider targeting, either for organic rankings or for paid search. These keywords were found using Google's External Keyword Tool and Wonder Wheel. Keep in mind, variations of these keywords and phrases can be used as well -- for example, 'back to school kindergarten supplies,' 'back to school college supplies,' etc.

back to school activities
back to school ideas
back to school supplies
back to school supplies list
back to school supplies sales
back to school supplies college
back to school shopping
back to school shopping tips
back to school shopping list
back to school sales
back to school deals
back to school bargains
back to school checklist
back to school worksheets
back to school crafts
back to school fashion
back to school clothes shopping
back to school tips
back to school resources
back to school lesson plans
back to school trends
back to school coloring
first day of school
school supplies
teacher school supplies
school supplies list
school supplies online
school art supplies
educational supplies
free school supplies
classroom supplies

SEO: All About the Long Tail

Pete Prestipino — Mon, 28 Jun 2010 15:20:00 GMT

A new study from online ad network Chitika reveals that ranking high for popular queries between three and five words long should see both optimal traffic and conversions.

Chitika looked at a sample of over 41 million impressions of search traffic coming into their network over a period of six days. 26% of all search traffic came from three-word searches, while two-term key phrases accounted for 19%, and four-term phrases accounted for 17% (one-word phrases accounted for 14%).

According to the official blog post on the study, "Any query beyond five words will see dramatically lower traffic, throwing into perspective just how fragmented traffic from long queries really is."

Chitika also looked at the advertising click rate by word count to determine how visitors intent was refelcted in the quantity of words they searched for.

As you might guess, the highest ad click rates were for queries of 5,6, and 4 words respectively. That means that a longer search query is more likely to convert into revenue.

Longer Search Queries are Flat

Pete Prestipino — Wed, 09 Dec 2009 23:30:00 GMT

Long Live the Long Tail!

Buried beneath the news that Google once again dominated the world of search with over 71% market share (as reported by Hitwise) was a very valuable bit of information related to the percentage of U.S. clicks by the number of keywords in the query.

"Longer search queries," according the announcement, "averaging searches of five to more than eight words in length, were flat between October and September 2009".Searches of eight or more words however increased 1 percent while shorter search queries (those averaging one to four words long) were flat from month to month. Searches of one word comprise the majority of searches (24.13% of all queries) but based solely on the chart below you can see how important it is to focus on search phrases of two to six words.

Keyword Meta Tags and Google

Pete Prestipino — Mon, 21 Sep 2009 19:50:00 GMT

How much does Google use the keyword meta tag? Not at all according to a post today on the Webmaster Central Blog.

Does that comes as a surprise to you? For many it won't but it's always nice to have some verification and today it came in the form of a video from Matt Cutts, Google's Head of Webspam. Google does (or will) use the meta description tag occasionally as a snippet for the description which appears in the search results, but it is important to note that Google does not use the description meta tag in how it ranks sites.

A rather insightful comment was posted by Michael Martinez on the post who said it would be helpful to Webmaster if Google used it in their Custom Search Engine solution and/or site-specific searches. We agree completely. The keyword meta tag is used by the Google search appliance but it does not influence organic results at google.com.

So should you leave the keywords meta tag empty or not include it at all? According to a some respondents on the post, some search engines (Yahoo! and Ask) still do use the keyword meta tag. Keeping it might offer some "insurance" just in case some engines do factor the keyword tag into their algorithm.

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WordTracker Tool (New & Beta)

Pete Prestipino — Wed, 29 Apr 2009 15:15:00 GMT

WordTracker announced the release of a new beta version of their popular keyword tool, and the company is asking for feedback from its members.

New dashboard features allow members to manage keyword projects and provide a quick summary of the number of lists, keywords and the total number of searches in each project.

Most notable in the announcement, however, is that Wordtracker has increased the pool of raw searches from which the data is drawn - from 288 million to more than 700 million searches. (The data now represents 365 days compared to the previous 160 day span.) The number of unique keywords has increased from 24 million to 152 million keywords. More long tail keywords means more opportunity to acquire visitors at a lower cost and lower effort, so definitely check it out.

Wordtracker Labs: Exploring Keyword Questions

Mike Phillips — Mon, 17 Nov 2008 18:58:00 GMT

Wordtracker, long known for their keyword suggestion tool, has another interesting tool worth some attention, for SEO benefits, PPC and even suggestions for new content. Keyword Questions will show you what questions users are asking about your chosen keyword. The results show a "times asked" figure that represents how many times that question has been asked "... on our partner search engines in the US," over the course of the last 140 days. This information can be useful in a few different ways.

SEO: Like Wordtracker, you can identify terms and keywords that are being used while typing questions into a search engine. For example, enter "coffee" and you'll see that people are asking about coffee makers, iced coffee, coffee mugs, coffee pots, caffeine, coffee liqueur, etc.

PPC: Aside from the obvious targeting benefits of this information, you can also get some good "negative" keyword analysis. In other words you can find some terms that you want to use as qualifiers, so that you're not paying for unqualified clicks. Read more about negative keywords.

Content: This is perhaps one of the better uses of this tool. After entering your keyword, look at the questions being asked for great content ideas for your blog, or even new pages of your site. Returning to the coffee example, you can see that it would be a good idea to write some content about coffee origins, different ways to brew coffee, or ways to clean coffee pots and coffee makers. There's also a reference to "clouds in my coffee," which apparently are lyrics from a Carly Simon song. Perhaps a running forum on coffee in popular culture?

Another good tool is Yahoo! Answers. You can search terms, and see related questions and user answers. There, "coffee" returned 94,972 results.

Google Suggest: What it Means to You

Mike Phillips — Tue, 26 Aug 2008 14:48:00 GMT

Google has announced that their Suggest search tool will come out of Labs and release on the main Google search page. While many consumers may find this to be a helpful hand when searching, what does it mean to your business?

As users get accustomed to seeing and using search suggestions, odd keywords, misspellings and long-tail terms could become less relevant. As the suggestion tool "learns" from user queries, the searcher will spend less time dreaming up keyword terms. Instead, they will enter a few broad terms and start looking at the suggestion box for their final search term. From an SEO perspective, this means that your keyword research needs to get in high gear. You need to make sure that you are optimizing your pages and your tags for broad, industry terms.

But there's another view to consider. It could be argued that people will still search long tail phrases - Suggest could even broaden some searches from one or two words to longer, long-tail terms and phrases through the suggestion tool itself.

It also is likely that the PPC marketplace is going to narrow - meaning that key terms are going to get even more competitive than they already are. That, in turn, will drive more businesses to focus on their SEO efforts. This is good reason to start sculpting your pages to better reflect your industry than your individual products, services or specialized terminology.

In reality, it will be months before we see the true impact of Google Suggest. And, some search verticals will undoubtedly be more affected than others. Therefore, using analytics to watch your keywords is going to be more important than ever before.

If you haven't already, start searching your industry, your competitors and your own website on Google Suggest. It might also be a good idea to run some focus groups with searchers to find out how they are using Suggest to find what they want in your industry. The sooner you can master the language of this new, soon-to-be universal tool, the sooner you can make sure your site doesn't get lost in the mix.