Potenciálne prekážky

Vnímanie značky

Veľa vedúcich a riadiacich pracovníkov spoločnosti majú svoje vlastné interpretáciu toho, ako chcú, aby ich značky majú byť zhromažďované a zdanlivo vnímané on-line. Predajcu luxusných second hand vozidiel napríklad, môže chcieť zahrnúť slová 'vlastnené automobily' na svojich webových stránkach, a nie 'ojazdené vozidlá'. Skutočnosť je, že sú tisícky ľudí, ktorí hľadajú ojazdené automobily, a len veľmi málo ich hľadá 'vlastnené automobily'.

Existujúce Značky

Ak sa spoločnosť rozhodne predať Nike trénerov on-line, trh je dosť konkurenčný, a značka Nike sám je prevládajúci.

Všeobecné kľúčové slová

Generic keywords

Focusing on generic keywords that gain an enormous number of searches, but which also have an enormous amount of competition is usually not worth it unless the keyword is highly likely to provide you with converting traffic, and unless you have a very big marketing budget. Jill Whalen goes as far as to say that knowing the top words searched is of no value at all .

While determining what a company’s core ‘generic’ offering is, sourcing and data mining all the combination and permutations of how the words are used in conjunction with other related terms can provide a wealth of what are termed ‘long-tail’ keywords. (See below)

Overlooking geographic targeting

Depending on what a company sells or offers, overlooking the likelihood of the inclusion of geographical locations in the search query may be highly detrimental. The following are examples of queries with city names included in a search: ‘homes for rent Edmonton’, ‘used car dealer new york’, ‘Chicago hotels’, ‘Vancouver Chinese restaurants’ etc.

Long Tail

The long tail is a type of statistical distribution where a high-frequency population is followed by a low-frequency population which gradually "tails off".

The long tail in keyword research is basically an expansion of a core, generic, high volume keyword phrase to include numerous combinations and permutations of the keywords and their associated or relevant phrases. These phrases individually are unlikely to account for a great deal of searches, but when taken as a whole, can provide significant traffic. The long-tail is unlikely ever to exceed searches for a brand name if the brand name is reasonably well established, but the volume of converting traffic these terms can generate by nature of their specificity and relevance is worth investigating. Ken Jurina reiterates that thorough keyword research consistently uncovers surprising topics in every study and presents him with numerically supported ratios that challenge his assumptions about his industry.