While doing research for my Porters of Racine post in Google’s keyword external, I noticed that the keyword sets were large and that the keyword data for Kenosha furniture, Milwaukee furniture and Wisconsin furniture had interesting attributes. These keyword sets were not changed except to remove any query with the term terms implying outdoor furniture or terms that included terms like used, cheap, etc. It also only includes the top queries, not the long tail low volume ones.
The first thing one notices is as the geographic search qualifier term covers a larger geographic area the quantity of searches in the head containing a branded term fell for these furniture terms.
Wisconsin Furniture Monthly Search Queries
Attribute 38119 95.4%
Branded 1818 4.6%
Milwaukee Furniture Monthly Search Queries
Attribute 14014 83.6%
Branded 2757 16.4%
Kenosha Furniture Monthly Search Queries
Attribute 2070 78.7%
Branded 560 21.3%
Does anyone know of anyone who has studied this issue on a larger basis across many geographies and industries? It makes sense to me I don’t yet have enough data to elaborate on it further at this time. It would make sense though as when you are looking to travel farther you are less clear of the path and that when you are doing a hyper-local search you could be influenced by such queues as seeing the physical location and word of mouth marketing factors. If you’ve noticed similar trends, please let me know about it with via a follow on post or private email.
The following is the keyword data I used in the analysis so you can see how I classified the attribute versus branded data:
Wisconsin Furniture Keywords Monthly Searches Attribute/Branded
wisconsin furniture 22200 Attribute
wisconsin furniture stores 3600 Attribute
furniture in wisconsin 3600 Attribute
wisconsin furniture store 1600 Attribute
wisconsin amish furniture 1600 Attribute
furniture stores in wisconsin 1300 Attribute
ashley furniture wisconsin 1000 Branded
wisconsin office furniture 1000 Attribute
wisconsin wood furniture 590 Attribute
wisconsin furniture company 480 Attribute
american furniture wisconsin 480 Branded
wisconsin furniture outlet 390 Attribute
furniture store in wisconsin 390 Attribute
amish furniture in wisconsin 390 Attribute
wisconsin furniture manufacturers 210 Attribute
oak furniture wisconsin 170 Attribute
rustic furniture wisconsin 170 Attribute
colders furniture wisconsin 170 Branded
furniture manufacturer wisconsin 140 Attribute
unfinished furniture wisconsin 140 Attribute
ashley furniture in wisconsin 110 Branded
amish furniture stores in wisconsin 91 Attribute
best craft furniture wisconsin 58 Attribute
american furniture store wisconsin 58 Branded
Total Wisconsin Furniture 39937
Milwaukee Furniture Keywords Monthly Searches Attributes/Brand
milwaukee furniture 22200 Attribute
milwaukee furniture stores 2900 Attribute
furniture in milwaukee 2900 Attribute
milwaukee furniture store 1300 Attribute
furniture sale milwaukee 1300 Attribute
milwaukee office furniture 1300 Attribute
furniture stores in milwaukee 1000 Attribute
milwaukee furniture outlet 480 Attribute
milwaukee bedroom furniture 480 Attribute
ashley furniture milwaukee 480 Branded
american furniture milwaukee 480 Branded
colders furniture milwaukee 480 Branded
furniture store in milwaukee 210 Attribute
boston store furniture milwaukee 210 Attribute
rubins furniture milwaukee 210 Branded
rubin’s furniture milwaukee 170 Branded
furniture stores milwaukee area 170 Attribute
steinhafels furniture milwaukee 170 Branded
contemporary furniture milwaukee 170 Attribute
baby furniture milwaukee 170 Attribute
wood furniture milwaukee 170 Attribute
antique furniture milwaukee 170 Attribute
home furniture milwaukee 140 Attribute
office furniture resources milwaukee 140 Attribute
bachman furniture milwaukee 110 Branded
leather furniture milwaukee 110 Attribute
wayside furniture milwaukee 110 Branded
biltrite furniture milwaukee 110 Attribute
unfinished furniture milwaukee 110 Attribute
national business furniture milwaukee 110 Attribute
rubens furniture milwaukee 91 Branded
milwaukee furniture company 91 Attribute
amish furniture milwaukee 91 Attribute
furniture stores in milwaukee area 91 Attribute
colder’s furniture milwaukee 91 Branded
scandinavian furniture milwaukee 91 Attribute
colders furniture store milwaukee 73 Branded
built rite furniture milwaukee 73 Branded
american furniture store milwaukee 73 Branded
milwaukee furniture dolly 73 Branded
boston store furniture gallery milwaukee 73 Branded
Total Milwaukee Furniture 38971
Kenosha Furniture Keywords Monthly Searches Attribute/Branded
kenosha furniture 1900 Attribute
kenosha furniture stores 480 Attribute
total furniture kenosha 390 Branded
furniture stores in kenosha 170 Attribute
ashley furniture kenosha 170 Branded
Total Kenosha Furniture 3110
[…] to my post, Local Search Marketing Keyword Allocation: Porters of Racine, there were about 48,948 qualified queries for the term Wisconsin furniture, 38,971 for Milwaukee […]
Perhaps what you have found is something that would be very useful for someone looking to start up a furniture store in those areas and avoid competition from big brands.
I guess, to me, it makes complete sense that the search volumes would be higher for non-branded search queries, unless I am missing something. The broader the term, the more searches.