Joe Meloni

More than 63 percent of respondents to a survey from AYTM Market Research said that they use search engines every day, while just 2.5 percent said that they never do. The report further indicates that few Americans go more than a day or two without turning to Google, Bing or another search engine for information.

According to the survey, 60.5 percent of respondents said they find the information they want with relative ease, while 26.2 percent said they always find results that satisfy their queries. Few consumers are reportedly dissatisfied with search results, as 1.8 percent said they find information less than half of the time and 0.5 percent said they never get what they’re looking for in search.

Longtail keywords, which are typically terms with five or more elements, account for a substantial portion of search queries. Moreover, Brafton recently reported that marketers often neglect to use longer phrases, despite the fact that they are an ideal element of SEO campaigns for some companies.As more consumers begin using search as a primary research tool for purchases and other tasks, an SEO strategy becomes even more necessary for companies hoping to compete. A search optimization campaign with varied keywords of different lengths may be best. More than 26 percent of respondents said they usually enter queries of one to two words, while 12.3 percent said they use longer phrases or sentences to find relevant content.

Citing data from Conductor, Brafton reported that website visitors who land on a site from a longtail keywords are 2.5 times more likely to convert than those that arrive through a query for a shorter term.

Website visitors who landed on a website from a longtail keywords were are 2.5 times more likely to convert than those that arrived through a query for a shorter term.

AYTM’s survey found that 88 percent of consumers have received pages in their results that contain information entirely useless to them. While this could be a sign of low-quality sites keyword stuffing or using other webspam tactics, it also illustrates the potential value of longtail keywords in situations where selected terms could have multiple meanings.

For marketers considering longtail keywords, it’s equally important to avoid any unnatural use of these terms in website content. As part of its ongoing battle to remove low-quality sites from its rankings, Google has targeted sites that practice keyword stuffing and other black hat SEO methods with its Penguin algorithm. Including longtail keywords can help drive traffic and conversions, but only when used naturally as part of high-quality website content.