IMC Intuition

Thinking out loud about all things IMC

SEM Research and Anthropology

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My son is studying anthropology right now at Edinboro University, and chatting with him about his class made me think about how studying keywords and web engagement for search engine marketing  is so similar to the larger study of human behavior.

Anthropology is defined by Merriam Webster as ” the science of human beings; especially : the study of human beings and their ancestors through time and space and in relation to physical character, environmental and social relations, and culture.”

Doing keyword research with Trellian’s KeywordDiscovery, Google AdWords Keyword Tool and Google Analytics this year, I am fascinated with how human beings have changed their search habits to access  information as the internet matures.  Back in the late 90’s, people, at least in our tiny B-to-B industrial niche, searched from general to specific.  2001-2006, searches became very specific.  This year, I’m seeing a return to search strings beginning in very general terms.

Back to the idea of anthropology and keyword analysis– it is so fascinating to study where we have been and try to anticipate how we will continue to evolve.  It’s also great to have a kid in college who likes to study the same things that  I do!

anthropology. (2010). In Merriam-Webster Online Dictionary. Retrieved February 16, 2010, from


Google AdWords Keyword Tool,

Google Analytics,


Written by Beth Ryan

February 16, 2010 at 3:10 pm

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