eWhisper - 5:30 pm on Jun 2, 2004 (gmt 0)

I've also found that singluar and plural can make a huge difference in conversions as well. If the keywords selected are high volume it is often worth it to track singluar and plural separately all the way to conversion if possible. Tough to say for sure but the addition of something an s at the end of a word or phrase seems to signal different intents on the part of the user for many different keywords.

This is an excellent point. Skibum has made a few references about intent, and that goes directly into the buying cycle for specific products.

If someone searches for 'diskman xyz', they are most likely an individual looking to buy a single product and want to be taken directly to that page.

If someone searches for 'xyz diskmans', they are more likely to be a retailer looking to buy a case of the products wholesale.

Same product, very different searchers.