'The Long Tail' author; Pro, con tariff ages; Ecom hiring; Industry IQ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
April 9, 2025
How Keywords Drive Helpful Content
Keyword rankings no longer guarantee organic traffic.
A decade ago, we could estimate traffic to pages in Google’s top three organic positions based on keyword search volume. No more. Traffic is much more difficult to predict due to new search-result features and dynamic AI overviews.
Moreover, the impact of keywords is less predictable as people use voice search and generative AI.
Hence many professional search optimizers claim keyword research is meaningless.
That is wrong.
The benefits of keyword research are greater than organic search rankings. It reveals where prospects are in the shopping journey and what they know about a topic.
For example:
Consumers exploring a topic or problem presumably use generic keywords. They are less likely to convert right away, but the chances improve if they discover your brand or product.
Searchers using niche terms and industry jargon are more informed and likely to purchase soon.
In both scenarios, knowing those keywords helps target would-be buyers and create relevant content.
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Google Ads Recommendations Worth Doing
Some recommendations from Google Ads can improve performance. Others, not so much.
Read article >
How to Change a Domain Name in Shopify
A change in products or focus could require a store to change its internet address.
Read article >
From the Archive: September 2006
Wired Magazine’s Chris Anderson on ‘The Long Tail’
Editor Chris Anderson says the future of business is less of more. He calls the phenomenon “The Long Tail,” which happens to be the title of his bestseller.
Read article >
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