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Recently there is a huge stir
around the phrase “long tail marketing.” It primarily
deals with retailing online and makes some real interesting
points you should consider. The concept is by Chris Anderson
and you can get his book at Amazon.
But what does it all mean? It means get busy with keywords
and content to get all the searches possible to your site.
People do search differently so you must consider all keywords
that relate to you.
An example is a hobby site. Imagine the "length of the
tail" in how many keywords that could be. Everything
from backyards to zebras. It's the length of the tail when
all of those keywords are connected that can bring you more
business. Think about a big tail on a huge animal, it covers
a lot of ground and gets your attention when connected to
an alligator!
So to coin a phrase, "get your tail moving" and
leave no rocks unturned. Some search for refrigerators and
for some it is an ice box or the fridge. Think about what
people name things in other parts of the world that are the
same thing in your world.
In keyword research it is easy to spot and grow niches. Low
search counts at the top 3 search engines can mean business
for you when there is no competition. Use Wordtracker
to find out what these less used search engine searches can
do for you. So what if there are only 6 searches a month for
an item; if you happen to sell that item and no one else does,
you want that business.
The long tail of search phrases will build traffic. You can
not count on 80% of your traffic coming from 20% of your top
used keywords based on readings at Google. Because competition
for highly used words is so big, long tail marketing makes
perfect sense.
If you are an Adsense
publisher, imagine how many more relative ads you could display
on all of those new low competition keyword pages. It is the
total searches from all of those less used words that make
using them worthwhile.
Create your content with a broader base of keywords to see
the effect. Watch your site stats and be amazed at all of
the new search terms you'll be found with. Many will tell
you more content or more products would be easy to market.
With search engines today it is all about content and keywords,
and Google flat out says so in their webmaster guidelines.
Long tail marketing is real easy with search engines. All
you have to do is know the words people use.
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