4% of site search keywords account for 50% of searches
http://www.internetretailer.com/dailyNews.asp?id=18886
My advice to any internet retailer is to focus on “the tail” (obscure, infrequent search terms) for SEO because it’s the best way to go toe-to-toe with the huge retailers, but to focus on this 4% first when working with site search. The only reason I usually don’t suggest going after head terms is because they can be prohibitively expensive for small retailers and usually going after a handful of vertical terms allows you to eventually get some head terms (which never convert as well anyway).
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