Topics
Latest blog
- 3 Big SEO Mistakes That Is Limiting Your Marketing Efforts
4th April 2017
- Is SEO Really Important for Your Business?
4th April 2017
- Why Your Web Design Needs To Have CRM Integration
10th February 2017
- Updating Patches for Web Domain Security
25th January 2017
- How to Integrate Linnworks with Magento 2 Ecommerce Platforms
11th January 2017
Archive
SEO Search Engine Optimisation(8)
-
2017(1)
-
2016(2)
March(11)
- What is robots.txt and how can it help with SEO?
- Why what you do for Google helps with Yahoo
- Google’s Research Tools to Find the Right Keywords for SEO
- International SEO at a Glance Part 1
- SEO vs SEM
- Ways to Optimise Your Website in 2016
- URLs and users need to be BFFs
- Do Do Not Not Duplicate Duplicate
- What are Meta Description Tags and How to Use Them Effectively?
- Give Your Web Pages a Little Labelling and a Lot of Love
- Introduction to SEO Month
February(1)
-
2015(1)
-
2014(4)
-
2013(4)
May(1)
March(7)
February(10)
- SEO & PPC – A Winning Combination
- Video Marketing Strategy And Your SEO Campaign
- Boost Your Rankings With On-Page SEO
- Let Quality Content Boost Your Rankings
- Taking It Back To Basics; Organic Backlinks
- Is Micro Formatting Important To SEO?
- Writing Good Content For Your SEO Strategy
- The Biggest Search Engine Optimisation No No’s!
- How To Achieve A Perfectly Optimised Page
- Why SEO Is Imperative for Your Business, Online or Offline
January(2)
-
2012(5)
August(3)
July(2)
May(1)
April(2)
March(1)
-
2011(5)
December(3)
November(2)
October(4)
September(4)
August(7)
-
2010(4)
-
Web Design(3)
-
2017(1)
-
2016(5)
September(1)
May(3)
April(4)
March(33)
- Web Design Jargon
- The Top Image File Formats for Web Design
- The Best Web Design Tactics You Can Use
- Web Design Tips and Tricks
- Attention Leicester Businesses
- Mobile Internet – Internet that goes everywhere with people
- Collaborating Design, Development & Content: The Evolution of a Web Designer
- A Picture Speaks a Thousand Words: How Alt Tags Can Help When a Picture Can't
- Making Content and Design Work in Harmony
- Web Design Shouldn't Be Rushed
- The Relationship Between Web Design and SEO
- Quality over Quantity
- Tweeting for success
- How to Engage Your Audience and Retain their Attention
- Using Google Analytics to Improve Your Website
- Ahoy Anchor Text
- Navigation, Navigation, Navigation: Part 2 - How do I ensure that my website has good navigation?
- Navigation, Navigation, Navigation: Part 1 - Why is Navigation an important part of website design?
- How Important Is It to Have a Good UX Design?
- Why it’s Important that FDC Is Almost a Decade Old
- Measuring the Quality of Ecommerce Web Design
- Web Design Mistakes to Avoid
- Resizer: Google’s stance in web design standard practice
- The Future of Web Design
- Why Web Design is About More Than Just Different Colours and Templates
- Minimal, Clean and Simple: futuristic web design
- Looking for an E-Commerce Web Design Agency in Leicester? Look no further!
- FDC Studio - Web Design
- FDC - Decoding Web Design
- Predicting Web Design Trends in 2016
- The Do’s and Don’ts of Ecommerce: how to make your online business succeed
- What Makes Web Design Great?
- Web Design for Leicester-based business Dustraction by FDC
February(2)
-
2014(2)
-
Web Development(1)
-
2017(1)
January(1)
-
eCommerce(2)
-
2017(1)
-
2016(5)
September(26)
- 4 Best Practices of E-commerce powered by Magento 2
- Top 4 Benefits of Magento 2 to make shopping carts
- The use of Extensions in Magento 2 for Improved Marketing
- The power of Magento 2 as a Catalogue Management Tool
- The Top 4 Advantages of Magento 2 for Web Developers
- The need for effective E-commerce Platforms
- The flexibility of Magento 2 for Creating Mobile Apps
- Magento 2-The best Content Management System
- Magento 2 Perks for a winning E-commerce solution
- Magento 2 offers amazing Online stores
- Magento creates the best web customisations
- Improving Website SEO using Magento 2
- How to use Maegento 2 to create the best shopping websites
- How to select the best Magento 2 Web Designs
- How to create an engaging E-commerce website with Magento 2
- Creating Beautiful Stores with Magento 2
- Best 5 Features of Magento 2 as a CMS
- Employing Magento 2 for empowering Affiliate Marketing
- 4 E-commerce stores that have successfully migrated to Magento 2.0
- How to Manage High E-commerce Traffic with Magento 2
- How a transition to Magento 2 can help you rank better on Google
- Is Magento 2 Suitable for Small Merchants?
- Scalability Gains with Magento 2 - A Myth or Reality?
- The 4 Best Features of Magento 2 That Make It the Best E-Commerce Platform
- What Makes Magento 2 a Robust E- Commerce Platform for B2B Businesses?
- Generating business through your website
August(11)
- 4 Magento 2 Extensions That Can Reduce Your Cart Abandonment Rate
- 6 Reasons You Should Move to Magento 2
- Affiliate Marketing Made Easier with Magento 2
- How to Migrate Seamlessly from Magento 1 to Magento 2?
- Magento 2 Extensions that Make Your Payment Process More Efficient
- Magento 2 Offers Improved Performance - What the Hype is All About?
- Magento 2 vs. Magento 1- Understanding the Differences
- Magento 2 vs. WooCommerce - Which One is a Smarter Choice?
- The Four Best Magento 2 Themes for Fashion Stores
- Understanding the Tech Stack of Magento 2
- Why Magento 2 is Likely to Win against Shopify in the E-Commerce Battle?
March(2)
February(7)
- Is the old way to sell the new way to sell?
- How Magento Can Benefit Your Business
- Compete With the Big Boys with Magento
- Magento: Amazon and eBay Integration
- Magento – Making E-Commerce Easy
- Small Tweaks To Increase Your eCommerce Website Conversion Rates
- 5 Reasons Why You Should Update Your Ecommerce Website
January(6)
- The Complete Package: Get the E-Commerce Website Your Business Deserves
- Climb the Ranks – How SEO Can Increase Business Profits
- Commerce Made Easy with Magento
- Stand Out – Why a Customized Website is Invaluable to Your Business
- Stay in Control – An Integrated Website to Optimize Business Performance
- Effectively Market and Grow Your Business in 2016
-
Top Tips(5)
-
2017(1)
-
2013(2)
-
2012(5)
August(1)
June(1)
April(1)
March(2)
January(1)
-
2011(5)
October(1)
August(2)
April(1)
February(1)
January(2)
-
2010(1)
-
Social Media(6)
-
2016(2)
-
2014(1)
-
2013(3)
April(1)
March(5)
February(5)
-
2012(3)
-
2011(5)
-
2010(2)
-
CMS Content Management Systems(1)
Digital Marketing(1)
-
2016(1)
April(1)
-
Google(1)
-
2016(3)
April(1)
March(4)
February(12)
- Google MyBusiness – Integrate location, reviews and your website with one program
- How to Use Raven Tools to Effectively Manage SEO and Social Media
- Google Merchant Centre – Perfect for E-Commerce Solutions Part 2
- Google Merchant Centre – Perfect for E-Commerce Solutions Part 1
- Google AdWords the Basics Part 2
- Google AdWords the Basics Part 1
- Google Webmaster as an effective tool – Part 2
- Google Webmaster as an effective tool – Part 1
- How Google Drive and Youtube Can Drive Your Business Forward
- Google Analytics Explained - Part 2
- Google Analytics Explained - Part 1
- How Google works as a Search Engine
-
Marketing(7)
-
2016(2)
March(4)
February(3)
-
2015(2)
-
2014(3)
October(2)
September(4)
August(4)
-
2013(1)
February(11)
- Affiliate Marketing And Its Value
- Are You Missing Out On Vital Marketing Opportunities?
- How To Attract The Female Audience
- Is Your eCommerce Site Designed Around Your Customers?
- Get The Most Out Of Your eCommerce Store
- Avoid Making The 10 Biggest Facebook Marketing Blunders!
- How To Use Twitter For Businesses
- Is Your Business Making The Most Out Of Google+?
- Google+ State That There Is No Concern Regarding Facebook Search Tactics
- Boosting Lead Nurturing Campaigns
- Embrace Open-Source Marketing
-
2012(8)
October(2)
August(2)
July(1)
June(1)
May(1)
April(3)
March(1)
January(3)
-
2011(9)
December(1)
November(5)
October(3)
September(1)
June(3)
April(1)
March(3)
February(1)
January(3)
-
2010(3)
December(2)
November(7)
- E-marketing Campaigns: How to Win the Rat Race
- The Golden Rules of Selling Through Your Website
- Generate Cash Without Having to Do a Thing - Here's How
- The 10 Biggest Branding Mistakes and How to Avoid Them
- The Seven Key Considerations of Branding
- Dale Shows You How to Cash in On Your Website
- eCommerce: Have You Done Your Homework
July(1)
-
PPC(2)
-
2016(2)
-
2015(1)
-
Business(6)
-
2015(1)
-
2014(1)
-
2013(2)
-
2012(8)
November(1)
August(3)
July(1)
June(1)
May(1)
April(1)
March(3)
January(3)
-
2011(8)
December(3)
November(4)
October(1)
August(1)
July(3)
June(4)
April(2)
January(2)
-
2010(3)
-
News and Events(1)
-
2015(1)
October(1)
-
Miscellaneous(3)
-
2014(2)
-
2011(11)
November(1)
October(7)
September(1)
August(1)
July(2)
June(1)
May(7)
April(4)
March(6)
February(5)
January(6)
-
2010(3)
-
News(1)
-
2011(1)
November(1)
-
Technology(1)
-
2011(1)
-
21 November 2011
Long Tail And Content Marketing
A lot of what we do as SEO's is based on the understanding of some rather basic concepts. To people outside our profession however, these concepts are at best misunderstood but most often entirely unheard of.
Because these ideas are so fundemental to what we do, we can wrongly take it for granted that the business owners understand the full background and reasons for our suggestions.. One of these concepts is the idea of long-tail marketing.
Long Tail For Beginners
First off, let’s consider how people search. We are all generally the same when it comes to searching on-line and the following example can be applied to all sorts of situations. Let’s say I’m moving house and I decide to buy a new trailer to help shift all my belongings. So it begins…
Enter “trailer” – well that’s no good, clearly these results aren’t right for me...
So I quickly change my search term to “trailers for cars" and I can see after clicking the top link that the business is down in Kent which is no good for me - my next search is “trailers for cars derby” – now we’re getting somewhere. Looking around at the top pages after a small amount of research I realise the sort of trailer I want is referred to as a flatbed so again,
“flatbed trailers for cars derby” – by now I hope you get my point. Far from searches being performed with just one or two obvious words, we tend to create long phrases which aim to filter out poor results. Rather than trawl through the hundreds of results which are beyond the front page of the Search Results, it's easier and quicker to simply refine our searches. In fact, data from Experian points to the fact that the average search is around 3 words long. That of course hides the fact that a lots of long queries started out as one or two words as the example suggests.
Why Is It Called The Long Tail
Taking it as a given that the word “trailers” is searched for thousands of times a month, it is also true that the phrase “flatbed trailers for cars derby cheap” (yes, I amended it again because, well why wouldn’t I want it cheap?) is maybe searched for once or twice a year. In fact Google has suggested the 20% (that’s one in five for the mathematically challenged) of all searches have never been performed before. The data above also suggests that close to 20% of all online generated sales of trailors (and any other service or product) would involve searches of 6 words or more.
If we were to map all these phrases out into a graph we would end up with something looking a little bit like this, which following the metaphor visually creates a big head with a long tail.
Searches for some words are are in the thousands every month and the more obscure phrases (of which there are thousands) only a few times each. There are a few important things to additionally consider as we go down the tail from left to right.
- Competition in the SERPs reduces
- The commercial intent increases
- A large proportion of the head is for brand names
- Search relevancy becomes the primary ranking factor
So Why Do Content Marketing
Content marketing means publishing regular items within a blog or newsfeed. There are many advantages from doing this and great content sites can build up a core regular body of readers who come back time and again. In the best of cases these can form into a distinct community who become spokespeople for the company or brand, regularly linking back to the source content.
For most content producers through regular and relevant articles, they will find that they gain web traffic quite naturally from long tail search phrases. Because relevancy factors play an important part in the search algorithm it is highly likely that their unique content will earn it's own share of the millions of long tail searches performed every day. Over time, this regular body of work begins to keep a steady volume of search traffic which will very often be most likely to have high commercial intent. In other words, write it and they will come...
Understanding this concept is important for any webmaster and as an SEO, I regularly advise businesses on the merits of producing content whether they do so in-house or by using of our own copywriting services as part of a broader search marketing campaign. It can of course be refined and improved upon like any marketing activity. Content marketing is just one of the many ways of marketing online. Though it is time consuming, the benefits of doing it right have no boundries and it fits hand in glove with other digital marketing activities including social media marketing. You also might find that kind readers who find it interesting share it via twitter, facebook or google plus (hint)
Topics
Latest blog
- 3 Big SEO Mistakes That Is Limiting Your Marketing Efforts
4th April 2017
- Is SEO Really Important for Your Business?
4th April 2017
- Why Your Web Design Needs To Have CRM Integration
10th February 2017
- Updating Patches for Web Domain Security
25th January 2017
- How to Integrate Linnworks with Magento 2 Ecommerce Platforms
11th January 2017
Archive
SEO Search Engine Optimisation(8)
-
2017(1)
-
2016(2)
March(11)
- What is robots.txt and how can it help with SEO?
- Why what you do for Google helps with Yahoo
- Google’s Research Tools to Find the Right Keywords for SEO
- International SEO at a Glance Part 1
- SEO vs SEM
- Ways to Optimise Your Website in 2016
- URLs and users need to be BFFs
- Do Do Not Not Duplicate Duplicate
- What are Meta Description Tags and How to Use Them Effectively?
- Give Your Web Pages a Little Labelling and a Lot of Love
- Introduction to SEO Month
February(1)
-
2015(1)
-
2014(4)
-
2013(4)
May(1)
March(7)
February(10)
- SEO & PPC – A Winning Combination
- Video Marketing Strategy And Your SEO Campaign
- Boost Your Rankings With On-Page SEO
- Let Quality Content Boost Your Rankings
- Taking It Back To Basics; Organic Backlinks
- Is Micro Formatting Important To SEO?
- Writing Good Content For Your SEO Strategy
- The Biggest Search Engine Optimisation No No’s!
- How To Achieve A Perfectly Optimised Page
- Why SEO Is Imperative for Your Business, Online or Offline
January(2)
-
2012(5)
August(3)
July(2)
May(1)
April(2)
March(1)
-
2011(5)
December(3)
November(2)
October(4)
September(4)
August(7)
-
2010(4)
-
Web Design(3)
-
2017(1)
-
2016(5)
September(1)
May(3)
April(4)
March(33)
- Web Design Jargon
- The Top Image File Formats for Web Design
- The Best Web Design Tactics You Can Use
- Web Design Tips and Tricks
- Attention Leicester Businesses
- Mobile Internet – Internet that goes everywhere with people
- Collaborating Design, Development & Content: The Evolution of a Web Designer
- A Picture Speaks a Thousand Words: How Alt Tags Can Help When a Picture Can't
- Making Content and Design Work in Harmony
- Web Design Shouldn't Be Rushed
- The Relationship Between Web Design and SEO
- Quality over Quantity
- Tweeting for success
- How to Engage Your Audience and Retain their Attention
- Using Google Analytics to Improve Your Website
- Ahoy Anchor Text
- Navigation, Navigation, Navigation: Part 2 - How do I ensure that my website has good navigation?
- Navigation, Navigation, Navigation: Part 1 - Why is Navigation an important part of website design?
- How Important Is It to Have a Good UX Design?
- Why it’s Important that FDC Is Almost a Decade Old
- Measuring the Quality of Ecommerce Web Design
- Web Design Mistakes to Avoid
- Resizer: Google’s stance in web design standard practice
- The Future of Web Design
- Why Web Design is About More Than Just Different Colours and Templates
- Minimal, Clean and Simple: futuristic web design
- Looking for an E-Commerce Web Design Agency in Leicester? Look no further!
- FDC Studio - Web Design
- FDC - Decoding Web Design
- Predicting Web Design Trends in 2016
- The Do’s and Don’ts of Ecommerce: how to make your online business succeed
- What Makes Web Design Great?
- Web Design for Leicester-based business Dustraction by FDC
February(2)
-
2014(2)
-
Web Development(1)
-
2017(1)
January(1)
-
eCommerce(2)
-
2017(1)
-
2016(5)
September(26)
- 4 Best Practices of E-commerce powered by Magento 2
- Top 4 Benefits of Magento 2 to make shopping carts
- The use of Extensions in Magento 2 for Improved Marketing
- The power of Magento 2 as a Catalogue Management Tool
- The Top 4 Advantages of Magento 2 for Web Developers
- The need for effective E-commerce Platforms
- The flexibility of Magento 2 for Creating Mobile Apps
- Magento 2-The best Content Management System
- Magento 2 Perks for a winning E-commerce solution
- Magento 2 offers amazing Online stores
- Magento creates the best web customisations
- Improving Website SEO using Magento 2
- How to use Maegento 2 to create the best shopping websites
- How to select the best Magento 2 Web Designs
- How to create an engaging E-commerce website with Magento 2
- Creating Beautiful Stores with Magento 2
- Best 5 Features of Magento 2 as a CMS
- Employing Magento 2 for empowering Affiliate Marketing
- 4 E-commerce stores that have successfully migrated to Magento 2.0
- How to Manage High E-commerce Traffic with Magento 2
- How a transition to Magento 2 can help you rank better on Google
- Is Magento 2 Suitable for Small Merchants?
- Scalability Gains with Magento 2 - A Myth or Reality?
- The 4 Best Features of Magento 2 That Make It the Best E-Commerce Platform
- What Makes Magento 2 a Robust E- Commerce Platform for B2B Businesses?
- Generating business through your website
August(11)
- 4 Magento 2 Extensions That Can Reduce Your Cart Abandonment Rate
- 6 Reasons You Should Move to Magento 2
- Affiliate Marketing Made Easier with Magento 2
- How to Migrate Seamlessly from Magento 1 to Magento 2?
- Magento 2 Extensions that Make Your Payment Process More Efficient
- Magento 2 Offers Improved Performance - What the Hype is All About?
- Magento 2 vs. Magento 1- Understanding the Differences
- Magento 2 vs. WooCommerce - Which One is a Smarter Choice?
- The Four Best Magento 2 Themes for Fashion Stores
- Understanding the Tech Stack of Magento 2
- Why Magento 2 is Likely to Win against Shopify in the E-Commerce Battle?
March(2)
February(7)
- Is the old way to sell the new way to sell?
- How Magento Can Benefit Your Business
- Compete With the Big Boys with Magento
- Magento: Amazon and eBay Integration
- Magento – Making E-Commerce Easy
- Small Tweaks To Increase Your eCommerce Website Conversion Rates
- 5 Reasons Why You Should Update Your Ecommerce Website
January(6)
- The Complete Package: Get the E-Commerce Website Your Business Deserves
- Climb the Ranks – How SEO Can Increase Business Profits
- Commerce Made Easy with Magento
- Stand Out – Why a Customized Website is Invaluable to Your Business
- Stay in Control – An Integrated Website to Optimize Business Performance
- Effectively Market and Grow Your Business in 2016
-
Top Tips(5)
-
2017(1)
-
2013(2)
-
2012(5)
August(1)
June(1)
April(1)
March(2)
January(1)
-
2011(5)
October(1)
August(2)
April(1)
February(1)
January(2)
-
2010(1)
-
Social Media(6)
-
2016(2)
-
2014(1)
-
2013(3)
April(1)
March(5)
February(5)
-
2012(3)
-
2011(5)
-
2010(2)
-
CMS Content Management Systems(1)
Digital Marketing(1)
-
2016(1)
April(1)
-
Google(1)
-
2016(3)
April(1)
March(4)
February(12)
- Google MyBusiness – Integrate location, reviews and your website with one program
- How to Use Raven Tools to Effectively Manage SEO and Social Media
- Google Merchant Centre – Perfect for E-Commerce Solutions Part 2
- Google Merchant Centre – Perfect for E-Commerce Solutions Part 1
- Google AdWords the Basics Part 2
- Google AdWords the Basics Part 1
- Google Webmaster as an effective tool – Part 2
- Google Webmaster as an effective tool – Part 1
- How Google Drive and Youtube Can Drive Your Business Forward
- Google Analytics Explained - Part 2
- Google Analytics Explained - Part 1
- How Google works as a Search Engine
-
Marketing(7)
-
2016(2)
March(4)
February(3)
-
2015(2)
-
2014(3)
October(2)
September(4)
August(4)
-
2013(1)
February(11)
- Affiliate Marketing And Its Value
- Are You Missing Out On Vital Marketing Opportunities?
- How To Attract The Female Audience
- Is Your eCommerce Site Designed Around Your Customers?
- Get The Most Out Of Your eCommerce Store
- Avoid Making The 10 Biggest Facebook Marketing Blunders!
- How To Use Twitter For Businesses
- Is Your Business Making The Most Out Of Google+?
- Google+ State That There Is No Concern Regarding Facebook Search Tactics
- Boosting Lead Nurturing Campaigns
- Embrace Open-Source Marketing
-
2012(8)
October(2)
August(2)
July(1)
June(1)
May(1)
April(3)
March(1)
January(3)
-
2011(9)
December(1)
November(5)
October(3)
September(1)
June(3)
April(1)
March(3)
February(1)
January(3)
-
2010(3)
December(2)
November(7)
- E-marketing Campaigns: How to Win the Rat Race
- The Golden Rules of Selling Through Your Website
- Generate Cash Without Having to Do a Thing - Here's How
- The 10 Biggest Branding Mistakes and How to Avoid Them
- The Seven Key Considerations of Branding
- Dale Shows You How to Cash in On Your Website
- eCommerce: Have You Done Your Homework
July(1)
-
PPC(2)
-
2016(2)
-
2015(1)
-
Business(6)
-
2015(1)
-
2014(1)
-
2013(2)
-
2012(8)
November(1)
August(3)
July(1)
June(1)
May(1)
April(1)
March(3)
January(3)
-
2011(8)
December(3)
November(4)
October(1)
August(1)
July(3)
June(4)
April(2)
January(2)
-
2010(3)
-
News and Events(1)
-
2015(1)
October(1)
-
Miscellaneous(3)
-
2014(2)
-
2011(11)
November(1)
October(7)
September(1)
August(1)
July(2)
June(1)
May(7)
April(4)
March(6)
February(5)
January(6)
-
2010(3)
-
News(1)
-
2011(1)
November(1)
-
Technology(1)
-
2011(1)
-