Walter Rhett

How Google can unlock a trillion-dollar opportunity while improving search relevance

In Perlo on October 18, 2014 at 5:02 pm

Gigaom

It’s every searcher’s dream to get actual answers to their search queries, instead of search results. Google can give us these “answers” now for a set of keywords called “buying keywords.” Here’s an explanation of how this change will improve the user experience and create a level playing field for product merchants in the search ecosystem. 

Keyword types

The keywords typed into [company]Google[/company] can be broadly classified into two categories:

  1. Browsing keywords (for example, “coffee maker”)
  2. Buying keywords (for example, “best coffee makers,” “coffee maker reviews,” “Cuisinart DCC-1200,” etc.

A person’s intent cannot be clearly defined when he searches using a browsing keyword. When he types “coffee maker” into Google, we can’t know for certain whether he is in casual browsing mode, researching mode or buying mode.

However, when the person submits a buying keyword to the search, he is at the near end of the purchase funnel. People…

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