subject: Long Tail Keywords SEO: Targeting The Better Half of Your Searches [print this page] Long Tail Keywords SEO: Targeting The Better Half of Your Searches
Long Tail Keywords
Long tail is a term first coined by Chris Anderson (Wired Magazine, 2004). Typically long tail keywords may account for a large portion of the organic search visits, and can exhibit higher conversion rate by up to 200%. But how large is this portion?
Interestingly, it has been proven a number of times that search does not exactly follow the Pareto principle 80:20 distribution (i.e., "80% of your sales come from 20% of your customers) (Chris Anderson, Erik Brynjolfsson, Yu (Jeffrey) Hu, and Duncan Simester).
Instead, in a long tail distribution, typically the most frequently-occurring 20% of items represent only less than 50% of occurrences. In other words, the least-frequently-occurring 80% of items are more important as a proportion of the total population. In the graph below, the tail becomes bigger and longer in new markets (depicted in red) such as Internet retail. In other words, whereas traditional retailers have focused on the area to the left of the chart, online bookstores derive more sales from the area to the right.
Traditional vs. Long Tail
An interesting insight by Alan Mitchell on PPC long tail:
The Performance of Search Phrase by Number of Word
Due to the volume of keywords, targeting long tail keywords require a hollistic sitewide approach. Rather than manually targeting different search phrases on different pages, an example of smarter and cost-effective long tail keyword SEO on a template level is shown by WordPress by serving server-generated virtual pages via permalinks for every important phrase (e.g., tags, article titles, etc). Recording the performed site searches by your users also provide you with intelligence on what content/phrases are deemed important without you having to perform a manual keyword research.
There are other variations of targeting the long tail keywords. But the principles are the same:
knowing what your users want.
actively generating content on that topic/phrase using the easiest way possible, be it automated and/or manual.
ensuring such contents get indexed.
SEO on the content template.
As the search technology evolves, I personally expect targeting long tail keywords will get even easier. In fact, long tail keywords are probably the real future of search.
For sources and more details on this subject, visit Thinkerati.com blog.
