B-to-B Search: Panel Divulges Unique Search Challenges for B-to-B Catalogers

I suggested that as a rule of thumb marketers test five to 10 phrases per SKU, with one or two of those expected to survive the quality and traffic “shakeout” resulting in an active keyword portfolio approximately the same size as the SKU count. I also pointed out that “quality trumps quantity” when it comes to term list size, and I warned against tricks for inflating term list size without marketing benefit.