_The "Search" allows us to be effective and accurate in navigation process. To take full advantage of this tool is necessary to understand how customers use the "Search" in their buying cycle

_Google developed excellent filters available in analytics to identify the keywords most searched by the customers

_Acording Optify study, the keywords that have a big volume of research has a very high competition and the optimizing of a site only worth if it will apear in the first 5 results. Otherwise, the results of this optimization will not be relevant and will only bring a few visits. This area is called the head and is characterized by more general keywords and strong competition;

_ Long keywords and much more specific can have higher conversion rates, are "Long Tail keywords" and may have a lower volume of research, however, have much less competition, which helps in terms of results;

_The optimizing for long tail keywords will always bring more navigation to the site, except if an optimization is possible for head terms can be present within the first 5 results, which is very difficult because the strong competition

_Developing strategies to "long tail" keywords to operate in less competitive niche, and be more segmented in order be successful

_70% to 80% of your potential customers is situated in the Long Tail

How to capture the "long tail visits"?

• Creating landing pages with strategic content optimized and using "Long Tail keywords"
• Developing campaigns with "Long Tail keywords" and direct to landing pages
• Monitoring the presence in the Head and Tail. The Tail should represent approximately 80% of the total website navigation

Sources:

http://www.searchengineguide.com

http://www.optify.net/