Generic Keywords – Key To Search Positioning

In a recent study conducted by Covario, a surprising number of global online retailers ranked poorly in Google searches due in large part to a lack of generic keyword optimization. For instance, Home Depot ranked 16th in keyword search for “home repair.” Considering the retailer is a home repair and home improvement juggernaut, its paltry position seems pretty illogical. But it proves that even the most successful brands need help getting their message across and understanding the value of search.

According to Covario, the top four spots on Google can be worth upwards of $100 million in annual revenue. Performance marketers should digest the findings in the Covario study and incorporate them into an overall sales strategy emphasizing the search value proposition. We need to stress the value of click-throughs as positions fluctuate; they can increase ROI. In terms of tracking processes, Paid Search is highly measurable and easy to monitor. As for Organic Search, enhanced Webmaster Tools on Google make it possible for clients to see the breakdown of impressions and conversions on their site.

The value proposition of search begins and evolves with continuous optimization. Any plan for improving search optimization must include generic keywording. The value of search to a brand is undeniable but only if that brand can be found.