Nov 16 2008
Profit From The Long Tail
Talk to the Tail
Do you want to be to be the Number 1 answer to a Google query?
Then think Long Tail
You know it already. It is easier to rank for long tail searches than for common keywords. It is almost impossible to rank well for a term like “Doctors,” but you should be able to optimize your web site or blog to rank for terms like “Naturopaths in Boston” or “Chiropractors in Everett, WA.”
Do you think it isn’t worth your time to rank for long tail searches? Are you still chasing after popular, one word keywords?
Then consider this: according to the Google AdWords blog,
…20% of the queries Google receives each day are ones we haven’t seen in at least 90 days, if at all.
That may not seem like such a large number until you realize that Google processes tens of millions of queries every day. There are millions upon millions of people searching for specific, unique information – and they are much more likely to buy than people using general search terms.
It’s true. People searching for common keywords tend to be researchers, browsers, information hunters. If they are potential buyers, they are still in the planning stage. However, by the time searches get specific – when a shopper wants the name of a neighborhood shoe store or the website of a WordPress blog logo designer – they are ready to buy. These are the searchers you want to reach.
The good news is, it is easier to rank on the long tail not just because there is less competition but also because the rules are stacked in your favor.
A new or small site has as good a chance to achieve and maintain a first or second ranking for a long tail search as a large, well established business.
Google uses different algorithms for “broad match” or long tail searches. Since there are comparatively few outside authorities to rely upon when ranking search results, the number of incoming links, the age of the domain, the popularity of the site are not as important. Instead, the on-page keyword optimization and the content of the site play a significant role in broad match and long tail searches, since they are the best indicator of relevance.
These factors – unlike back links – are totally within your control. A few minutes spent every week fine tuning your keywords and tags will show almost immediate improvements in your rankings.
Don’t overlook these opportunities. Give your business visibility and authority by ranking Number 1 on Google.
Photo by autumnsonata Released under Creative Commons License
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