Tagged search engine

5 Tips to Unleash the Power of Long-Tail SEO

long-tail seo

People ain’t searching the way they used to. It’s a fact. Google doesn’t arbitrarily change their algorithms just because they ‘feel like it’. They do it because they’ve got endless piles of data that tell them how you’re searching, and they constantly tweak their system to deliver the most relevant results.

The most recent update to Google’s world famous/infamous algorithm (Hummingbird, for those of you keeping track) is mostly about ‘semantic’ search (aka: conversational search). In it’s simplest terms, semantic search is more like asking an actual question instead of just plugging in keywords.

For example: “hotels Toronto” vs. “What are the best boutique hotels in downtown Toronto?”

Semantic search queries have additional qualifiers beyond the basic subject. Words like best, closest, cheapest, fastest, etc. get at the root of what KIND of products and services the searcher is actually hunting for. Adding qualifiers to the base keywords creates what is known as ‘long-tail’ searches. These long-tail searches are looking for much more targeted, refined results. This is where the real opportunity presents itself for businesses. Get found for long-tail searches, serve up quality content that solves the searchers problem, and you’ve immediately delivered real value to a potential customer.

How do you make this work for your business? It’s actually a pretty simple formula.

1) Start with a powerful question – Think of the questions your business gets asked every day. What are the frustrations your customers have when evaluating alternatives & choosing products? What knowledge or experience do you have that can alleviate these frustrations? Choose a clearly defined question that originates from the point-of-view of your customers. The key to long-tail search is being a problem solver, so solve THEIR problems, not yours.

2) Write in your customers language – Your company may make the coolest widgets complete with MegaWidget® technology now available in colours like Arctic White™ and Fierce Red™, but none of those proprietary or trademarked words are going to make their way in to your customers search vocabulary. Long-tail search can only be unlocked if the language matches up. Your content needs to be crafted to read in the same manner that your customers talk. Use their terms, not yours.

3) Optimize & maximize – Once you’ve picked a valid question, and written a solid answer in the language that your customers understand, you need to make the piece of content visually readable & optimized. This includes a lot of little things that add up to make a big difference. Break out key points in to bold sub headers or lists, add in supporting images & graphics, embed related content like videos or tweets, link to related content in the body through keywords or phrases, provide a few options at the end for additional content that might be useful. All of these things give your content more weight, and deliver more value to the reader.

4) Put it here, there, and everywhere – You’ve got your content ready to release in to the world, and the time has come. Hit publish and spread it out to all relevant channels. If your community consumes content in various places then make sure this shows up in each of them, but be sure to tailor the share/post to fit the style of the place it’s being shared. Cookie-cutter repetition usually doesn’t jive when you’re dealing with different platforms and formats.

5) Repeat – Great job! You’ve now published a solid piece of content that will reap the rewards of targeted long-tail searches. Now do it again, again, and again. Sorry, but this is how it works. Do it for each and every relevant long-tail search you can think of that you are able to produce and deliver valuable, helpful content. Each question you answer and each problem you solve builds up your brand as the industry expert, as a solution provider, and as the preferred choice.

It’s a long road to go down, but the benefits of being found not just for ‘keywords’, but for solutions to well-defined problems are massive. The most crucial factor of the long-tail search is that it hinges on your ability to deliver value at first sight. You need a legit solution to the question being asked. Solve the problem, and you’ve delivered the value. Search is getting smarter all the time, and so should your content. This is what long-tail is all about; smarter searches, smarter content.

Share of Search – How much interest are you capturing?

by Jonathan Barrickimage

Web metrics are in a constant state of evolution. As we gain access to more and more raw data and behavioural reports through tools like Google Analytics, the necessity of using more effective metrics rises to put all that data in to some kind of useful context so that we can truly understand what the information is really telling us about our business and markets.

One of the most powerful metrics that I’ve been experimenting with more frequently lately is what Google Analytics wizard Avinash Kaushik refers to as ‘Share of Search’ (number 6 on his list of key metrics). In simplest terms, ‘Share of Search’ can be defined as the portion of overall online interest in a particular keyword that you are capturing. That is to say, if there are 100 searches every day for your product category, how many would your site receive? 10%? 20%? 50%?

If your ability to be found online is important to you, then taking a look at what your current estimated share of search is, and making changes to potentially improve this metric, could have dramatic effects on how you approach your online activities. Fortunately, this is a relatively simple metric to calculate, requiring only a few points of data which are easily obtained.

Here’s how simple the formula is:

Your monthly search referral traffic for a specific keyword or phrase / Google’s average monthly searches for that specific keyword or phrase x 100 = Your estimated % share of search.

You can easily obtain your sites monthly search referrals for specific keywords or phrases from your Google Analytics dashboard. To get the average overall searches for that phrase or keyword through Google, you can use the Google Keyword Tool. Simply make sure that you’re comparing apples to apples by setting the same criteria and restrictions in both tools (country/region, keyword vs. phrase, etc).
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Once you’ve obtained your estimated Share of Search, you can begin to monitor it for changes. As your share of search rises, you should try to determine what factors this might correlate to. Did you do a big advertising push? Is interest in your product seasonal? Did you publish strong new content such as blog posts or educational articles? Is there a trade show coming up?

If your share of search decreases, take a look at what might be causing it. Are competitors making big changes to their websites or publishing strong new content? Is your industry seeing an overall decline? Are your ads or marketing messages misaligned with market needs? Is your product becoming obsolete?

Continually monitoring your Share of Search allows you to keep tabs on how ‘findable’ your business is, and how effective your web properties are at capturing the interest of your potential customers. Remember: Search performance is all based on RELEVANCE. The more relevant your content, the more you should see your share of search increase. In theory, an increase in share of search should correlate to an increase in market share as well. Hence, by measuring changes to your share of search and comparing to changes in your market share, you can see if there are disconnects or misalignments in your content, marketing messages, and product offerings.

The real key to effective web metrics is CONTEXT. Simply looking at big numbers like page views and number of visitors doesn’t give you any insight in to how you compare to the rest of the world out there. By looking at more context-driven metrics like share of search, you can begin to understand how your actions impact your performance in the market.  However keep in mind that there is no one magic metric that answers all questions. Share of search is just one more gauge of performance for you to look at. There are many more, but hopefully the simplicity of share of search and the insight it can give you will inspire you to dig deeper in to your data and see the real story that it’s trying to tell you. Big numbers mean nothing. Big context is everything.

This article originally written for http://crowdshifter.com