In a previous article, I explained the way the HTDYB program can prove useful in deciphering the minuscule, yet crucial, differences that distinguish key words such as "cockatiel" and "cockatiels" from each other.
It is quite feasible to question as to whether these differences cut ice, or if they can boost your Internet business. To measure the full impact that knowing the mind of a searcher for niche keywords may exert on your sales, you must evaluate the mindset of a surfer looking for enlightenment about a subject, on the Internet. If surfers seek knowledge on a topic they are hitherto not aware of, they are more likely to key in words of a general nature, in contrast to anybody who already has some prior information on the topic searched for. This second kind of person is likely to use more definite search terms, or keywords. For example, the same person might key in niche search words such as "cockatiel" and "cockatiels", but not at the same juncture. If he or she is a newbie searcher for information about the bird, you can expect the keyword searched to just be "cockatiel". Yet, the searcher, after gathering some basic information on the subject, is likely to look for information on "cockatiels", not "cockatiel". Such a searcher might also seek a place where cockatiels are sold, and key in something like "cockatiel shop", or "cockatiel shops in Manhattan" to be still more specific. The person may also be concerned about his pet's screaming and biting habits, and might type in, "cockatiel training". This propensity of becoming more clear-cut in search descriptions is known as the Search Continuum. Crucially the highest volume of searches happens at the start of the search continuum. Also, you should know that those who don't have much preliminary information on what they are looking for are less likely to buy. Thus, it stands to reason the more general keywords more frequent in the initial stages of the search continuum cost less even as they are available in greater numbers than search words with a specific slant at the continuum's termination. While they are most costly, they are also convert more easily into sales. Internet marketers opt for the second type of keywords that are more specific, even if they are more costly. In other words, they would rather opt for a competitive environment with a higher acquisition cost. If you can understand what a prospective buyer is looking for, when he seeks information on a keyword typed in by him/her, you can opt to sell to people who don't use the expensive specific keywords. The benefit to you is two-fold with more potential customers at a lower cost. You can actually give the searchers more than they are looking for in terms of information which may induce them to buy. Most importantly, your competitors are unaware of these searchers from the beginning of the search continuum.
