Posts Tagged ‘long tail’

• Aiming at the middle with your internet marketing activities

  Monday, June 29th, 2009

  Seth Godin has recently posted twice on the subject of the “middle of the market”. His first post Fast In, Fast Out obviously started a train of thought and triggered the second about The Paradox of the Middle of the Market.

  Whilst Seth is mainly talking about product development and then marketing that to the masses, the same applies to internet marketing. For instance, keywords and optimisation.

  When seeking keywords and optimising your website or campaigns, do you aim for the words that will appeal to the masses or do you actively seek out the cutting edge, trending words that will capture the interest (however short lived that may be) of the early adopters, geeks and nerds?

  Or, do you look to the long tail? The stragglers who have taken a long time to convince that your product or service is precisely what they need may well turn into your long life sales. Although there are less people both at the forefront of adoption and in the long tail, the competition is highest in the middle of the market for those in the know, whereas being the first to market or the longest standing player with a ‘durable’ product/service has its benefits and less competition.

  When developing your keyword list (or any other internet marketing strategy) it is important to think about the ‘marathon effect’ and endeavour to reach as many of the ‘runners’ as possible. There are a few front runners who are in the lead and inspire those behind them in the central main body of runners, leading to a long tail of those who are still in the race, just as determined to have taken part but slower to reach the finish.

  

  Tags: internet marketing, Keyword, long tail, marketing, middle market, seth godin
  Posted in Keywords, SEM Industry, SEO, Tips & Tricks

• PPC for the long tail

  Saturday, November 15th, 2008

  The value of the long tail is finally being researched; however, even without the evidence, it has been known for a long time that long tail terms can bring in lucrative, quality traffic to a website.

  Seeking long tail terms that bring valued customers to your site should start within your traffic logs. There are far too many businesses who only give the most cursory attention to their web traffic stats, but they are packed full of valuable information about your site visitors.

  Take a look at your referrals today and the search terms that have brought these people to your website, and investigate how much those keywords cost on any of the PPC engines. Undoubtedly, they will be cheaper than your core list of keywords and it is worth experimenting with landing pages to see how many conversions to sales (or your other key goals) they bring to your site. Have a go today!

  And don’t forget to consider our PPC Services for any of your PPC needs…..

  Tags: long tail, PPC
  Posted in Pay Per Click (PPC), Web Analytics

• How long is the long tail?

  Friday, November 14th, 2008

  Many companies focus on a list of keywords that are deemed to be of most importance in bringing traffic to the site, using this list for PPC, SEO and finding links. However, for any website owner or webmaster who keeps an eye on the traffic logs, it has been obvious since search engines made their debut that it is not the major terms which bring traffic persistently and consistently over the years.

  Finally, we have hard fact-based evidence that the long tail of search is indeed very, very long, and there are going to be a lot of SEO companies now advising clients to add as many long tail terms as possible through quality content. Many of the good SEO and Internet marketing companies have been advising this for almost a decade, but the importance of this optimisation strategy did seem to escape the notice of many others, who were spending considerable budgets on optimising pages with both black hat and white hat techniques, rather than focussing on the content on the site.

  We keep saying it, but content really is king. Well-written, unique content around your core topics can only bring in more traffic, attract more backlinks, and lead potential customers to your site. And over a long period of time. The conversion for niche and long tail terms is inevitably higher because usually very few websites are providing the precise information or product that is being searched upon.

  Tags: Content, long tail
  Posted in Content, SEO, Stats & Trends