Posted by gillian
We all know that there’s gold in the long tail. We know that there are huge numbers of searches, many of them completely unique, in the long tail. Avinash Kaushik affirmed recently at SMX Toronto, that the long tail provides an average of seven times the data of short tail metrics. Excuse me? Seven times? We are definitely not focusing enough attention on the long tail.
The problem is that the long tail is hard to track and analyze. For example, on a sample website, 35 keywords yield 5,000k uniques. The balance of 26,000 keywords yield an additional 35,000 uniques. Thirty-five thousand uniques is worth focusing on, but 26,000 keywords isn’t manageable.
Here are a few solutions to help you cut this beast down to a manageable, profitable size.
- Reduce long tail overkill by working with a combination of YOUR BRAND + KEYWORD. For the example site, on the same sample website, segmenting out key phrase sets that included the brand name plus a keyword yielded 340 super actionable, interest-and-probably-purchase-intent-driven, highly valuable keywords. Now, that’s manageable.
- Tag Clouds:Use tag clouds to see how your site is performing against your prime keywords.
Try this: Check out this tag cloud based on search data for Blackberry from Compete. it’s abysmal. Your site should do a lot better.
Tag Cloud 1: Shows all their data
Tag Cloud 2: Removes the word "blackberry" and shows the rest of the traffic (which is a tiny fraction of it all)
- Keyword Trees: Try Juice Analytics’ Concentrate Long-Tail Search Analytics. Plug in your brand and see the intricate relationships between your name and your prized keywords. You may find content development opportunities and gain a much better understanding of what your customers really want from you. Which brings us to…
Take a look at the AMOUNT of info you have on your site and relate it to how many visitors actually PICK UP that info.
Expedia was pushing the BUY NOW message on almost all its pages when the story began. They segmented visits by keyword meaning and intent and changed the messaging on landing pages to adjust to the stage of sale and the desires of visitors. Then they provided services that supported the needs of visitors, including a "Save session" option and an offer to "email me if the price changes".