I'd Like to Buy a Noun Please....

I was having a fun the other day trying to decipher why one word was dramatically outperforming another word with the same root, “Carpet” and “Carpeting”.  It was one of those times that Internet Marketing was a bit like solving a puzzle and quite frankly I was a little thrown why this high volume word was underperforming. So I did what anybody might do in that situation, I called my Mom.  My mother is a bit of a crossword puzzle nut and doesn’t understand anything I do online. So I explained the situation with a few clues and she helped me to see the difference.  And the journey began….

My client offers flooring solutions to the commercial market and we were focused on their carpeting solution. The term “Carpeting” had more volume and was priced about the same as similar word likes Carpet and Carpets .  However, we noticed that those two terms had 3 and 4 times better results, respectively.  First, I had to isolate the variables, in this case the keyword phrases.  Then study the variables to understand the differences.  And finally, “create” a new strategy to take advantage of the volume without reducing the valuable performance provided by the first two terms.

So let’s look at the differences.  First, Carpet and Carpets are effectively the same terms, just singular versus plural.  While “Carpeting” is more often used as a verb than “Carpet”. (Thanks Mom!) This may explain the increased volume, more people may have been looking to “install” carpet on top of those actually using “carpeting” as a noun.  And this is a very important distinction because we are selling a product (noun) not a service (verb).  However, I was fairly confident that a significant portion of the traffic offered by “Carpeting” was still looking for our product, so I created a strategy that allowed us to take advantage of the performance of “Carpet” and “Carpets” by isolating “Carpeting”.  In isolating “Carpeting” I could better manage this high volume phrase, reduce it’s cost to us and still appreciate it benefits.

In the short week since I implemented this change we have seen about a 20% reduction in cost and an increased performance in our high volume “carpeting”. Over time, I think “Carpeting” may become one of more valuable phrase, but that is just my theory.  And, like any science, theories are tested and tested again until they are proven accurate or not.  What I do know, it that while we are continuously testing these theories everything is geared toward improving traffic to the website and ultimately increasing sales and reduced cost.

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