Understanding Long Tail Search Phrases

The Long Tail theory was first discussed by Chris Anderson in 2004 and is based on the belief that the top 20% of the sales of any business is only a fraction of the market availabe to them.

FACT: while most businesses focus on the products and services that can be considered "best-sellers", there are so many other products and services that remain hidden. Web site owners who capitalise on the long tail have a tremendous opportunity to attract more customers.

The Importance of Long Tail Searches

Using the internet, it is now possible to reach markets that otherwise would be inaccessible. Products that are not as well known as mainstream ones can ultimately prove as attractive (if not more) as the ones that usually maintain the ROI high enough to make a business profitable.

Web Site owners who optimize for the most searched keywords will find out eventually that a great portion of their prospective market is overlooked in the process. Therefore, it is essential that the long search tail is not neglected.

By exploiting long tail search phrases you can tap into the gold mine that's just waiting to be prospected.

• Long tail keywords are not as competitive as popular keywords.
• Therefore, they stand a better chance of ranking high and directing targeted traffic to your web site.
• Less competition in search engines means increased opportunities for you and your business.
• The conversion rate for long tail keywords is significantly higher than for other "main" keyword on your site.

Techniques to help you optimise for the long tail

If you go "chasing" the long tail, it is good to keep in mind that most of the techniques used for "regular" SEO also apply to long tail SEO, but with small differences. Among these specific techniques, we can include:

• Incorporating Long Tail Search Phrases Within the URL
  Example: http://www.gretnagreen.com/weddings-gretna-green/wedding-packages/blacksmiths-wedding-venue-only Note that the URL is full of relevant search term combinations for this business. (You would expect nothing less from a web site built by Eskdale Solutions!)
• Using keywords combinations
  When you're optimising for long tail, it's good practice to use 4, 5 and 6 word keyword strings (e.g: Haix Blue Mountain Chainsaw Boots). As can be seen from this example, Clark Engineering recognise that the more specific you get by extending the keyphrase, the greater your chances to get targeted traffic to your web site.
• Devising good Information Architecture
  Try to make your web site accessible and well planned using the "3 clicks" rule. To help you do this, put a site map in place for website visitors, make sure also that you have an XML Sitemap for search spiders.
• Writing keyword rich content
  Make sure you use relevant keyword combinations on every page of your Web site, but alsotry to make your copy sound as natural as possible.
• Creating content-rich pages
  Make sure that the pages that you create and optimize have good content that will get indexed and attract more visitors / prospects.

Conclusion

The outcome of exploiting long tail search phrases is significant and relevant traffic will increase dramatically. Optimising for long tail will allow you to draw hitherto unseen prospects out of their hiding places and is one of the measures designed to help your website fly like an eagle.