Long Tail SEO

Long Tail SEO (SEO) is a method of positioning pages on key phrases consisting of several words. This guarantees a larger number of page views, among people who are very interested in the offer or product. Nowadays, positioning on one keyword is much less justified than at the beginning of the century or even this decade. This is due to the huge increase in competition in every field.

Often, on your own example, you can observe that when searching for something specific, we want to find information on the network as soon as possible. For this reason, we give up general phrases for more detailed ones. For example, if you want to get information about what WordPress is, the first thing you enter in the browser window will be the WordPress word, only after getting the basic information we will start checking whether it is a worthy product. Consequently, the second phrase that we will want to search for will be: “WordPress reviews.”

When we think that this is the perfect solution for us and we want to start our adventure with this CMS, we will try to find information “how to install WordPress”. that eventually someone will benefit from this system is definitely greater with the person entering the last phrase than with the one who entered the very name of the content management system.

An exception are the moments in which we expect the definition of a given term. If we need information about William Shakespeare, we will enter his name and expect an encyclopedic description on Wikipedia.

According to the research, the distribution of the number of words entered into the search engine clearly indicates the most common user behavior. I usually use two and three words. The long tail is responsible for 70% of searches. The conversion rate of a person using this solution for a specific action (sending a request via the contact form or purchasing a product) is definitely larger.

A man using precise phrases is a much more likely customer than the one who types general phrases. In addition, the bounce rate decreases as only people interested in the given information go to the site.

In the case when we position all phrases in this way, we limit the traffic on the website in return, to a large extent reaching more specific people. An additional unquestionable advantage is the cost of the Adwords advertising campaign, where the cost per click of a given key phrase decreases with the number of competitors.

The customer may initially think that the keywords proposed by the positioner are such, and not just others, because they are easier to promote and look better on reports. However, a factual explanation of the advantages of this solution often leads to a compromise and a combination of popular phrases with those less searched. This approach is important especially when entering the market.

The method of “fighting the strongest” without a large amount of financial contribution is not justified. It is worth mentioning regional positioning. Here, too, there is a certain deviation from using the standard scheme in which the keyword is used followed by the name of the city. In large urban centers like NY, it makes no sense for a local bakery in Greenwich Village to look for customers from distant Chinatown. A better solution will be to focus on people living in the immediate vicinity, those who can realistically benefit from the services offered.

Of course, the discussed solution works better or worse depending on the form of the business. An ideal example for using long expressions are online stores. In this case, it is worth focusing on the promotion of many products and not just a few selected ones. Users who want to buy on the internet often look for specific products with specific features.

Large companies with large advertising budgets can easily stay with the traditional word positioning model in which the competition is the largest. On the other hand, the solution for medium and small enterprises is the combination of obvious phrases with those longer ones that are more precise.