How to factor long-tail optimisation into your targeting strategy
How to factor long-tail optimisation into your targeting strategy
Long-tail optimisation is the process of targeting terms that are four or more words in length. The main benefit to targeting these terms is that these particular queries signal a far higher level of buyer intent on the part of the user than typically generic terms. For example, while your main performing keyword manages to attract in excess of four hundred visits, all of the variations around that term have managed to draw in excess of over 1,000 visits to your website, and the lion's share of conversions too. The important thing to remember is that almost 20% of the queries made through Google on a daily basis are unique this means that they have never been made before and as such, are that bit more difficult to target. While you may only receive one visit through a particular long-tail variation, the aggregate share of all these long-tail variations will more than likely account for the majority share of traffic and conversions to your website.
One of the easiest ways to target long-tail terms is to look at your Analytics data. Plough through your data and look at the terms that are driving only one or two visits to your website and identify and emerging patterns in these terms. For example, you may be targeting the keyword "children's books" and this may result in a significant volume of traffic to your website - type this term into Google Analytics and filter for all the variations that include the term "Children's Books". You may then spot that there are literally hundreds of different ways people search to find products or information around "Children's Books" e.g. "easy to read children's books" or "pop up children's books". Integrate these variations in to your web copy and you will stand to benefit from more long-tail visits to your website.