Leverage the Long Tail of Search on Your Blog

Search Term Report generated by Long Tail Magic

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Not getting all the search traffic you would like to get to your blog? One way to improve your results is to tap into long tail search terms to use in your posts. This is not always that easy to do, so today I will explore some ideas of ways to tap into that data.

One reason why this is such an attractive thing to do is that the long tail actually has more traffic in it than the major “head” terms which are the first thing we all think of for a particular topic. The popular theory is that the long tail represents about 70% of all search traffic. These are the search terms that we don’t normally think of. Here is the four-step process I usually use to explain it to people:

  1. Take your executive staff (or your writing/editorial team) into a conference room. Tell them to list search queries people might enter in at Google or Bing which might indicate that they are interested in your product, service, or content.
  2. In the first five minutes, they will write the most popular terms (these are “head” terms and represent about 10% of all search volume). These terms will generally be one word or two word phrases. An example phrase in the e-commerce world might be “digital cameras.”
  3. In the next ten minutes they will record the next group (“chunky middle” terms that represent 20% of search queries). These terms are a bit longer, two to three words. An example here would be “canon digital cameras.”
  4. After that they will get tired and start checking their emails, texts, go to the next meeting, or whatever. What did they leave behind? The long tail! This is the remaining 70% of search queries. These are longer phrases, using three or more keywords. Examples include: “canon powershot sx230,” “buy digital camera seattle,” or “I want to buy a digital camera now.”

Since this long tail has so much volume in it, let’s figure out how to tap into it.

 

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