Why you should use longtail keywords in your seo campaign. The long tail is a book i recommend all my clients to read. Long tail marketing is quite different than normal marketing strategies. Sep 06, 2011 think of a silhouette of a brontosauras on a graph theres a head, a midsection and a tail. You may not bring in as much search traffic from long tail keywords but the traffic you do bring in is the kind you are looking for. Jan 30, 2020 a long tail keyword, however, is a little different compared to short tail keywords. Which of the following is the best example of the long tail approach to selling. Long tail keywords can feel a little counterintuitive and difficult to integrate organically, but it can be done.
For example, suggests products that you might also like, and the options it lists often are more niche than the mainstream. Apr 04, 2017 the best evidence for questioning the wisdom of longtail as a goto strategy for online retailers, however, is the longtail posterchild itself. Long tail marketing refers to the ability of firms to profitably market goods to very small online audiences, largely because of the lower costs of reaching very small market segments people who fall into the long tail ends of a bell curve. As awesome as written content can be, people dont always have the time or the desire to sit down and consume 2,000 words about longtail keywords, for example.
This is the orange long tail of the graph below the hidden majority of searches that are coming from super specific keywords with lower monthly search volume. Such marketing does not focus on one specific product. You may have been recommended products that are a little tenuous and have no real relation to anything youve bought, but, nevertheless its an example of amazon attacking multiple niches. Why your traffic and money lie in the long tail, not in the seod words. Marketing strategies are mainly about the promotion of a particular product or service of the brand.
Long tail pro has 3 simple and clever marketing ideas for roofing companies. The best evidence for questioning the wisdom of longtail as a goto strategy for online retailers, however, is the longtail posterchild itself. The long tail challenge and the ecommerce business i yuspify. This is a perfect example of how to use long tail keywords. And this is important because these pages make for some valuable long tail keyword phrases. So, ironically by adding to overabundance, the increase in distribution capacity in the lowbarriertoentry apparel industry finally prompted new. The long tail by chris anderson is a fascinating book full of convincing evidence explaining the concept of the long tail. What is long tail marketing and how to do long tail marketing. A similar research has been conducted to find keywords for the rest of the popular document formats. Send this guide to your team or clients to convince them that long tail search is the future of seo, for both b2b and b2c companies. The long tail of keywords the top 20 vs the next 8,000 that find a highvalue content site. You can often find keywords like this at the very low end of search. Now this is a great example of a longtail keyword containing the product along with its brand name and model. Some examples of long tail markets are different types of laptop chargers in the laptop niche, different types of mobile covers in the smartphone accessories market, and different types of customized.
Each organization produces more value than any individual. Where firms or professionals in a particular area may add a great deal of value, they are outnumbered by a market that allows everyone to participate. Understanding your clients as you slide down your keyword long tail. The total sales which come from the long tail can be in aggregate exceed sales from the top of the curve. The term long tail describes statistical distributions where there are many points, if you will, far from the peak or central part of a curve. We all know that if you want to open a successful restaurant one of the consideration is location. Thats because when you bid on longtailed keywords, the cost per click is inevitably lower, since theres less competition. For this reason and a few others, i hired jake fulltime to write blog posts, do outreach, recruit affiliates, and help with the overall marketing of long tail pro. What is the long tail theory and why should you care. This is an example of how long tail marketing works, and amazon is a professional when it comes to grabbing multiple niches and presenting them to customers. May 12, 2016 long tail keywords examples 90 searches per month examples of long tail keywords 30 searches per month long tail keyword examples 30 searches per month example of long tail keywords 20 searches per month as you can see, these are a few variations of the same phrase. Longtail meaning in the cambridge english dictionary. The long tail and what it means for content marketing. Long tail marketing concentrates on these less popular products, developing a business sales model based upon products in the long tail.
Why long tail keywords are important for digital marketing. Content marketing can drive longtail seo practical. As per the recent stats, amazon is making around 60% sales via long tail keywords. In this market, the lack of physical or local restrictions allows retailers to focus on and generate significant revenue from the less popular items in their catalogues simchilevi, 2010. To understand the concept of a long tail keywords, understanding the examples can really help. Large organizations produce a great deal more value than individuals. The book was listed in the new york times nonfiction best sellers list. They are definitely a lot more targeted and not as broad. Long tail key phrases may drive a low volume of traffic but as you can see in the graph above, the combined traffic of all the keywords in the tail portion matters. The long tail effect theory in practise explained milosz krasinski. Long tail keywords are search phrases with longer word counts. What classical seo does to the long tail of keywords why this has become more important over the years.
Long tail is a phrase popularized by chris anderson, former editor of wired magazine, in 2004. Jul 03, 2012 they will find that tackling the long tail generates swift and significant impact without overburdening the organization. Nov 08, 2019 long tail in marketing refers to those offerings which are in less demand compared to the actual popular product of a specific category. Now this is a great example of a long tail keyword containing the product along with its brand name and model. The long tail challenge and the ecommerce business i. Why the future of business is selling less of more is a book by chris anderson, editor in chief of wired magazine.
The success of this business is based on a vast quantity of sellers both buying and selling small quantities of niche or non bestseller items. Theres no doubt that longtail keywords are popular among content marketers, bloggers, and seos. They are preferably using long tail product descriptions to target more relevant traffic and boost sales. The first method is to research and optimize for a small set of lowvolume but highconverting longtail keywords. Long tail in marketing refers to those offerings which are in less demand compared to the actual popular product of a specific category. However, the long tail is so long that it potentially adds up to more value. Now this is a great example of a longtail keyword containing the product. The definition of a longtail keyword in under 100 words. Here is an example of a real estate website, big block realty that uses city directories in the footer section of their site to link to internal pages targeting longtail keywords.
Another great example of a long tail business is ebay. In longtailed distributions a highfrequency or highamplitude population is followed by a lowfrequency or lowamplitude population which gradually tails off asymptotically. In addition, merchants can better understand how these communities selforganize into likeminded peer groups and better serve these micro market segments with more unique products, making the long tail even longer. The long tail of distribution represents a period in time when sales for less common products can return a profit due to reduced marketing and. Long tail keywords in the real world 5 practical examples. In many retail environments, a small group of popular items dominate a stores sales, such as new releases of anticipated movies, books, or video games. Thats why this keyword is an example of a longtail keyword. Content marketing can drive longtail seo practical ecommerce.
Anderson argued that products in low demand or with low sales volume can collectively make up a market share. The long tail occurs in the almost limitless market of supply and demand that has been opened by online retailing. For these huge brands, investing in longtail search may not generate. For example, a media organization such as the new york times produces far more content than any individual blogger. Longtail liabilities are likely to result in high incurred but not reported ibnr.
In this sample distribution of product sales, the many less popular items making up the long tail sell as many items total as the few most popular. If you want to get the most out of search engines, focus on longer variations of the head keywords. The reason this form of marketing is so popular with these retailers is because of the unlimited shelf space. The long tail theory of marketing was developed in 2006 by chris anderson in his book the long tail. For example, just within the network marketing industry, there are thousands of derivatives of the key terms.
The book, andersons first, is an expansion of his 2004 article the long tail in the magazine. Liabilities for claims that have long settlement periods. Instead, what amazon offers is a marketplace for longtail items. Why the future of business is selling less of more. Its tough to make sweeping statements about the state of the roofing business as a whole. In the book, anderson referenced online business giants such as amazon and apple, and coined the term long tail to reference the retailing strategy employed by these companies. Their length makes them more specific than searches with fewer words. Long tail words are phrases containing more than 3 words.
In fact, i first heard about this online marketing strategy years ago when i was leading marketing for none other than a small search company called. For example, there are 144 times less pages that target the long tail keyword compare pdf online, than those that target the head keyword compare pdf. The searcher wants to find marketing tips that apply to nonprofit organizations. Factors such as location and local economies can make the outlook of a roofing company in the southeast very different from one in the pacific northwest. A specialty chemicals company, for example, systematically addressed the long tail of more than 15,000 products, delivering a margin increase of 10 percentage points and a market share increase of 3 to 5 percentage points. Aug 08, 2018 long tail search and keywording are not new. For example most of us have shopped on amazon, and you will have been recommended products. Anderson compared long tail to the blockbuster or hitdriven business models of media and retail companies. The long tail, why the future of business is selling less of more states that the items that individually have low demand, if accumulated can draw in significantly more demand and therefore can imply multiple times more income than popular products that sell in huge volume. Many of these brands have huge annual marketing budgets of six or even seven figures.
Mar 05, 2018 a robust content marketing campaign may attract shoppers searching on longtail keyword phrases, which could generate additional sales. For example, this page targets the keyword huntington beach real estate broker. The long tail theory took shape in an article by chris anderson, editor of wired magazine, which grew into the 2006 book the long tail. Longtail keywords are longer and more specific keyword phrases that visitors are more likely to use when theyre closer to a pointofpurchase or when theyre using voice search. Long tail sellers change the shape of demand from blockbuster or superstars to selling large numbers of unique, niche items. Long tail key phrases may drive a low volume of traffic but as you can see in the graph above, the combined traffic of. This technique keeps consumers discovering and trying increasing numbers of. What is long tail in terms of marketing and advertising. Ultimately, a focus on the long tail will help companies deliver lasting results. Some examples of long tail markets are different types of laptop chargers in the laptop niche, different. For example, internet marketing for lead generation would be a good long tail key phrase, compared to just inbound marketing. Buy breathable running socks 4 words is an example of a long tail keyword, whereas buy socks is a short tail keyword. Lets take a closer look at how we implemented the long tail phrase and other long, semantically related keywords. For example, some people call it mlm, or multi level marketing, or multilevel marketing.
A reasonably easy keyword to rank well pulling in 1,200 organic searches per month. Long tail keywords typically show lower search volume, lower competition and cheaper cpcs compared to single word searches. This is a smallscale example of long tail marketing essentially, my parents sold us many low demand products to make money. For example, an online store discovers that many of its shoppers purchasing kitchen appliances are also looking at flatpanel tvs. I can now take a step back and look at the results that jake has produced in. When building a url for the article, i just took the keyword phrase that has the highest search volume and included it into the url as is. Long tail theory in a wider interpretation is the wired editor chris andersons brainchild. While many marketing strategies focus on promoting a specific product or brand, long tail marketing involves more inventory management than product promotion see also product marketing. When so many people are wasting countless millions on ineffective marketing the long tail is the doorway to a method of marketing products or services that is absolutely free to implement.
This can be very productive in todays time when customers prefer using very specific s. Why, for example, would people listen to the worlds secondbest recording of. A competitive battle between organizations and crowds can be modeled with a long tail distribution. Join them together, into, marketing tips for nonprofit organizations, and there is a clear intent.
This is because amazon doesnt do longtail despite conventional wisdom. Another industrialgoods company repriced 20,000 products and options, which translated into a margin increase of 5. Some examples of long tail markets are different types of laptop chargers in the laptop niche. The long tail is the name for a longknown feature of some statistical distributions such as zipf, power laws, pareto distributions and general levy distributions. With the help of a long tail keyword research tool, hit tail, they find out the most relevant and specific keywords and accordingly change their onpage site structure. Read a response from chris anderson, author of the long tail, and. Heres one of our blog posts that centered on the keyword usergenerated content.
If you are interested in the concept of the long tail or digital retail. In this indepth post, ill show you 7 brilliant examples of brands that are driving longtail organic traffic. This technique keeps consumers discovering and trying increasing numbers of niche products. Apr 25, 2014 so the long tail basically was an idea that was developed by a guy called chris anderson some years ago, and what it is is a way of understanding how the internet enables niche markets. The book was initially published on july 11, 2006, by hyperion. A typical example of the long tail theory in action is amazon.
The long tail theory can be reality for traditional megabrands. The long tail, in business, is a phrase coined by chris anderson in 2004. For example, a media organization such as the new york times produces far. If a user is searching this term then there it is highly likely that the searcher. Long tail is a business model that opens a market to everyone that had been previously been supplied by professionals, firms or an elite. A great side effect of the long tail theory is that it opens up thousands of new opportunities for the home marketer. In fact, long tail pricing delivers the medium to long term benefits of better portfolio management and freedup resources. Theyre a little bit counterintuitive, at first, but they can be hugely valuable if you know how to use them. Sometimes, your prospect just wants a quick snapshot of insightful data, ideally presented in an aesthetically pleasing format. There are some of the most renowned brands that make use of the long tail keywords as of now. Amazon, one of the words most successful ecommerce website, uses the long tail theory business model which has given them massive advantages over their competitors and has made them one of the most powerful and popular sites in the world.
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