You have researched your keywords, compiled a solid list of the important ones, and optimized your website content using every trick in the book. But, you just can’t seem to get the search engine listings and conversion rates you want. Maybe it is time to consider incorporating a Long Tail SEO Strategy.
What is Long Tail SEO or Long Tail Marketing?
“Long tail” refers to the tail end of a search term popularity graph. If the most popular search terms are on the left and the least popular terms are on the right, you will see a spike on the left that trails down to almost nothing on the right.
The key is that the “almost nothing” tail on the right can go on indefinitely. That means that the volume of long tail searches can actually be higher than the volume for the most competitive phrases. As an added bonus, long tail searches often bring more targeted (and easier to convert) traffic. Who is more likely to buy, someone who searched for “HD TV” or someone who searched for “Sony KDL-32EX400”?
How Do I Implement a Long Tail SEO Strategy?
Your Long tail SEO Strategy will depend on your site, but the list below should give you some ideas:
- Check your site statistics – Look at the phrases people are using today to get to your website. You may find that you are accidentally already optimizing for the long tail.
- Be specific – Don’t just talk about widgets, talk about specific widgets using descriptive language that people just might search for.
- Get local – Where appropriate, mention cities and states when talking about products and services.
- Use product pages – Each product should have its own page with as much detail as possible.
- Add long tail pages – Along with your product pages, you might want to consider adding new pages, centered around specific long tail phrases.
- Take advantage of tagging – If you have a blog or site that uses tags, be sure to incorporate some long tail phrases into your tag cloud.
- Add brand names and model numbers – Include as much detail about products as possible. You may not be able to compete for “tote bags” but maybe you can snag traffic for “Women’s Jack Georges Chelsea Manhattan Tote”. Don’t forget to use these brand names in your page titles, URLs, meta tags, etc.
- Consider the long tail with your back links – When creating links back to your site, you might want to use some of your more popular long tail phrases as your anchor text.