Optimize For Two Word Phrases

Garrett · #1 (**permalink**) 02-03-2004, 04:07 PM

According to OneStat (who I'm contacting to find out about their research methods), the 7 most used word phrases in search engines on the web are:

1. 2 word phrases 32.58%
2. 3 word phrase 25.61%
3. 1 word phrases 19.02%
4. 4 word phrases 12.83%
5. 5 word phrases 5.64%
6. 6 word phrases 2.32%
7. 7 word phrases 0.98%

Of course, it's always better to wordtrack searchers and find out what phrases they're actually using, but this is a nice when-in-doubt kind of guideline.

What's your experience? What size phrases do you optimize for?

Thanks to Andy Beal for spotting this one.

minstrel · #2 (**permalink**) 02-04-2004, 12:28 AM

Interesting statistics...

I optimize for two- and three-word phrases, so it looks like instinct and pragmatism is in line with the stats.

Garrett · #3 (**permalink**) 02-04-2004, 08:50 AM

In a blog entry over at SEORoundtable, Phoenix, of GlobalPromoter.com mentions this study and offers some interesting thoughts.

He thinks the "study" only proves what SEOs (like you, Minstrel) have known for some time. I quoted what I thought would aid those home optimizers out there.

"If you are active in optimizing for two word phrases you know its where the most competitive sites are battling for those number one positions, and if you can't make it in the top 10 for a two word phrases, then you will most likely go after another two word phrases or better yet start to target some 3-4 word phrases, which work wonders when completely optimized on sub-pages."

Any other similar strategies out there?

Mel · #4 (**permalink**) 02-05-2004, 06:43 AM

It depends on what the search is about.

There are search terms that simply do not work as on or two word queries if you want to get back meaningful results.

Take cars for instance. Everyone knows searching for that phrase by itself is going to return millions of sites with relevancy to hundreds of different aspects of the subject. Even adding the word Ford to the search doesn't give the kind of relevancy that most searchers are looking for and even adding adding a third word to the term still may not get the results that someone in Peoria is looking for when they want to shop for a locally available Ford Taurus.

SEO's should understand that commercial traffic for this type of searcher will only come from at least three word phrases and thus should be targeting them from the start.

So IMO while the statistics are interesting, you still have to optimize for what works without consideration of the number of words in the phrase

Garrett · #5 (**permalink**) 02-05-2004, 11:45 AM

Jim Hedger had the following to say about the use of multiple keywords. He suggests optimizing for terms a little longer than 2 words.

"Search engine users are starting to use more complex search terms, often adding two or three extra words to the traditional 2-keyword phrase.

"There are multiple reasons for the increasing complexity of search terms, including the continued rapid growth of the Internet and difficulties finding relevant information on the first page of many search engine results pages.

"Another reason could be that recent changes at Google have frustrated Google users, thus forcing them to be more descriptive in their queries. Webmasters building sites and SEOs working on sites should consider targeting 3 - 5 keyword phrases as well as 2-keyword phrases.

"When preparing the copy for your website, think about the various phrases searchers might look for your site and find a way to integrate these phrases in the body text of the site's index page and important internal pages.

"Chances are, your site will see more visitors once it starts catering to searchers who use more than 2 words at a time."

Thanks Jim, and StepForth Search Engine Placement Inc.

dentalplans · #6 (**permalink**) 02-05-2004, 09:01 PM

I can attest to the fact that 2 word phrases are the most popular. We have over 80,000 phrases in Overture and Google and "dental plans" and "Dental insurance" are more common than say "Dentist" or "Dental". Search volume across the ppcs and organic search engines in quite high for dental plan related searches, but luckily the bids are reasonable (in the .50-2.00 range.

haystack · #7 (**permalink**) 02-06-2004, 02:50 AM

I think searchers on average are getting smarter about searching. They may still run really generic searches using 1-2 words, but they now understand that they will improve upon those results by refining them with an additional word or two.

For optimization purposes, a site is clearly best off if it can rank high for the least number of words possible in the search phrase, then also rank competitively for the phrases containing additional terms. This should generate the largest percentage of targeted traffic.

bebarrett · #8 (**permalink**) 02-06-2004, 03:25 PM

Quote:

Originally Posted by haystack

I think searchers on average are getting smarter about searching.

Maybe, but I still can see plenty of referals from SEs where people use terms like "Where is that thing I was looking for and how do I use it?"

haystack · #9 (**permalink**) 02-06-2004, 04:31 PM

Quote:

Originally Posted by bebarrett

Maybe, but I still can see plenty of referals from SEs where people use terms like "Where is that thing I was looking for and how do I use it?"

True, and people typing full questions into search engines will continue to do so if they're having luck using that technique. Chances are pretty good that they've included a couple important words within their question to help narrow things down a bit. In most cases, I'd expect that searching strategy to beat 2-word searches.

compar · #10 (**permalink**) 02-06-2004, 05:16 PM

Hi Haystack, I've missed your wisdom since my day at highranking.

This is an interesting thread, but the question is what to do with the information. If for instance we all agree that three word serch terms are used most frequently, does that mean we need always use a three word search term in our titles? Does that mean that the terms must always be contiguous in our on-page content? Does that mean we should always use three word phrases in our anchor text?

compar · #11 (**permalink**) 02-06-2004, 05:19 PM

And one more question Haystack. How come you can put up your avatar and I can't. Some kind of discrimaination going on there somewhere. And where are the smilies when I need them? ;-)

haystack · #12 (**permalink**) 02-06-2004, 05:30 PM

Hi Bob,
From an optimization standpoint, I think it's generally worth targeting the most relevant 2-word terms you can find. But I'd do so within larger search phrases containing those two words so you're sure to pick up on the less competitive but likely more targeted phrases.

From a Pay Per Click standpoint, the more targeted phrases generally convert at a higher rate at a lower cost per click, so you need to approach the same terms from a much different perspective.

Avatars: there's no conspiracy here, Bob. I just send a photo to Brittany and she hooked me up. I can't remember where I read on here that that's how it's done, but now you know.

compar · #13 (**permalink**) 02-06-2004, 06:09 PM

Quote:

Originally Posted by haystack

Hi Bob,
From a Pay Per Click standpoint, the more targeted phrases generally convert at a higher rate at a lower cost per click, so you need to approach the same terms from a much different perspective.

Avatars: there's no conspiracy here, Bob. I just send a photo to Brittany and she hooked me up. I can't remember where I read on here that that's how it's done, but now you know.

I'd forgotten that you are the PPC specialist. You are right it has direct implication for PPC.

I was only thinking about optimization and while you could use three word anchor text it would become a little awkard to try and use 4 or 5 or more words in anchor text.

And damn I'm disappointed.What good is a forum without a conspiracy? I'll send my picture on to Brittany as you suggest.

fctoma · #14 (**permalink**) 02-09-2004, 05:45 PM

Usually two - four word phrases. Also one word phrases if it really, really, is a targetted one-word phrase that references our software.

Pretty much what Wordtracker finds, we analyze and perform. Its always worked out great for all our domains.

smconline · #15 (**permalink**) 02-16-2004, 05:30 PM

I always target 3 to 4 keywords. Because most of the work I do is regional its a no-brainer!