Tips On Long Tail Keyword Choice For Niche Marketing
Selling small quantities each of many products or services
, niche marketing to a great many niches, is sometimes called "long tail marketing." It calls for search engine optimization using "long tail keywords." Where does the term "long tail" come from?
Chris Anderson popularized the "long tail" in an October 2004 Wired magazine article. Long tail keywords and niche marketing go together on the Internet. To see the long tail, get a spreadsheet of related keywords with their monthly searches, sort the keywords in decreasing order by searches and make a graph of the searches. You should find a very few keywords with many searches and a long tail of the distribution with few.
Most of us can successfully compete only for keywords in the tail of the distribution. The questions are: Which keywords in the tail? And compete how?
You can divide the keywords four search bands: the super, the high, the medium, and the low search keywords. The border between low and medium searches can be set to somewhere around 500 searches per month; between medium and high around 1000; and between high and super around 10,000.
You are only interested in getting to page one of the search engine results, so when it comes to keywords, competition is bad. Divide the keywords into four bands by level of competition: the super, the high, the middle, and the low competition keywords. (For our purposes here, just use the number of pages containing the keyword as an exact phrase to represent the level of competition.) The boundaries between the low, middle, high, and super competition bands are arbitrary, but setting them to 10,000, 20,000, and 35,000 pages with exact matches is reasonable.
There are two not perfectly consistent principles for picking fruit from a tree: (1) pick the low-lying fruit first, and (2) pick the best fruit you can. In this case, keywords are the fruit. The higher the number of searches, the larger, riper, and tastier the fruit. The higher the competition, the higher the fruit is on the tree: the super competitive keywords are on the tip top branches. The low competition keywords are right by your hand. Here are some suggestions on how to harvest the fruit:
1) Remove the super high competition keywords from your list. You will not get that traffic.
2) Remove keywords with too high a level of competition for the number of searches. Why bother competing for them?
3) Do not target the high competition keywords first. Devote your time where it will do more immediate good.
4) Only optimize web pages explicitly for keywords in the middle, high, or super search bands. As for the keywords in the low search band with less than, say, 150 searches per month (five searches per day), unless the profit from each sale and the intention of the searchers to buy are both high, it is probably not worth creating web pages for them.
5) You can devote web pages to low search and competition keywords if you generate the pages. That way, you only have to create the template once, but you get to reuse it for many keywords. It would not be worth your effort to write each one individually.
6) You can use the high end of the low band keywords in alternative titles of ezine articles. When you submit the articles through a submission service such as Submit Your Article or Unique Article Wizard, those services submit randomized variations of a your article to hundreds or thousands of article directories and blogs. They permit many alternate titles. You can have many articles spread around the web with titles including the low band keywords, all with less than twice the effort of submitting a single article. All these articles invite interested people to come to your web site. For the low competition keywords, appearance in a page title and page name (both of which you typically get in an article directory) may be enough to get the article listed on page one of the search results. Many page-one listings with few searches apiece is in the spirit of long-tail marketing.
7) There are a lot of searches for phrases the search engines have not seen before. You can devote a page as a destination for these very low frequency keywords. Create a page with a couple of thousand words of text filled with words and phrases related to your topic. When the search engine encounters some semantically-related but not yet indexed query, your page would be a good recommendation. You can also drop low-competition keywords into the text. They will bring a few searches themselves as well as contribute to the semantic classification of the page.
Dividing up keywords into bands by search frequency and by competition can simplify long-tail marketing.
by: Thomas Christopher
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