When I type in the “ad” I get an advertisement for Advance Auto Parts. It seems to me that Danny Sullivan is also seeing these results, what do you all think this means for search/SEM?

The Role of Keyword Suggestion
The most important answer to one of the questions that Aaron fielded in the webinar was about the continuing integration of keyword suggest into the search engines and how people use search. You can see in Google Chrome, IE8, and Yahoo integrating a keyword suggestion tool into the browsing experience and it is very important to understand the way that this will change search, and should impact our methods of optimization.

Keyword Suggestions are going to lead to fewer natural Queries, as full sentences and fewer misspelled queries as well.

Get a “Fat Belly”

Here is Aaron Wall’s advice on how to handle the impact of the keyword suggest systems that are becoming more and more integrated into the search experience:

Get a “Fat Belly”.

Let me explain what this means… as the suggest tool gives users suggestions on their terms as they write, one word terms and long tail keywords are going to lose ground to the “Fat Belly” terms i.e. terms that that are in between the long tail, and one word that fit a large number of queries. The key is remembering that it’s a cyclical situation, because the suggested terms that appear, and will continue to be used more and more by users, are ordered by popularity. This means that your keyword research definately needs to include some study of the Google and Yahoo suggested terms that describe your particular industry. By focusing on the “Fat Belly” terms, you will get better placement in those serps that searches are getting prompted to use by Google Suggest. So go get “Fat Bellied“!!