Search queries – the words that we type into the search box on Google (or Yahoo, or MSN) - are getting longer, according to research from Hitwise.

Whilst this data is US specific, the same factors apply here in the UK.

In previous years the vast majority of searches were single, two or sometimes three word combinations. These days searches of four words and up are on the rise. In fact, more than 50% of searches are now at least three words long. And a third are four words or longer.

Here’s the table:

From this, you can see that 1 and 2 word queries are actually becoming less common.

Hitwise say the trend for longer search queries is ever increasing. These longer search queries are often referred to as the ‘long tail’ of search terms.

What does this mean if you’re building a website? At the most basic level, people using search engines are getting a lot more specific about what they’re looking for. This is possibly because Google is getting better at delivering results that are more relevant to them.

This has a significant impact in terms of both your Search Engine Optimisation efforts and also your Pay Per Click activities. (We’ll be producing a Pay Per Click guide soon – so keep reading).

The main action you need to take is to make sure your website is optimised for keywords that are very specific to your business. People who are using very specific (and therefore longer) search queries are more likely to carry out an action when they arrive on your site. They have a clearer idea of what they want, have moved along from the ‘research’ phase of their searching, and are ready to take the next step. If they find what they want on your website then they will buy / leave their details / make an enquiry.

For example, a few years ago if you ran a bed and breakfast in Somerset you might have wanted to focus your efforts on keywords such as ‘b&b’, bed and breakfast’, ‘West country.’. When your website popped up in the Search Engine Results Page (SERPs) you would have had to rely on those people who were looking for a B&B in the West Country to pick out your website.  These days it might make more sense to look at longer tail keywords such as ‘b&b exmoor’, ‘cheap b&b somerset’, or even (and of course only if its relevant), ‘award winning bed and breakfast near horse riding’.

Whilst the number of visitors won’t be huge, those that do arrive your website will be highly relevant to your site, and therefore more likely to carry out an action when they get there.

Have you had any direct experience of changing your keywords that you can feedback to other readers? Leave us a comment below.