SEO and Long Tail MarketingWhy and how long tail marketing is the SEO strategy for small business websites. Esther C Kane
January 14, 2009
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If you're a small business and you're trying to market your website,
you may find it difficult to compete with the larger companies. You
know, the companies that have triple the number of employees that you
have, the companies that have 10 more websites than you have, the
companies with deeper pockets than you have.
So, how can you, as a small business, compete on the Internet? Easy - Long Tail Marketing!
Long Tail Marketing is the concept of targeting keyword phrases that
are less competitive. True, these keyword phrases are also less
popular. But the chances of your website getting on the first page of
the search engines with the long tail keyword phrase is much greater.
And let's face it, if you're not on the first page, you're not going to
get visitors from that keyword phrase.
I've been struggling for months to get a client of ours on the first page of Google for the phrase name tags.
I can get him there at least once a day but I can't seem to keep him
there! It's frustrating to say the least! So, I know the potential for
the visitors to his site for that keyword phrase is high but at the
same time, while I'm working on that highly competitive phrase I still
need to get visitors to his website. And long tail marketing is an
excellent SEO strategy.
Let me give you some stats based on the last 30 days...
Website #1
Competitive keyword phrase has an allintitle of 49,500
Number of visitors from this keyword phrase = 360
Position on Google - currently page 5
Position on Yahoo - currently page 1
The Long Tail keyword phrases have an allintitle of less than 1200 each
Number of visitors from the long tail keyword phrases = 2100
Position on Google - currently page 1
Position on Yahoo - currently page 1
Website #2
Competitive keyword phrase has an allintitle of 128,900
Number of visitors from this keyword phrase = 210
Position on Google - currently page 12
Position on Yahoo - currently page 8
The Long Tail keyword phrases have an allintitle of less than 1200 each
Number of visitors from the long tail keyword phrases = 4250
Position on Google - currently page 1
Position on Yahoo - currently page 2
Website #3
Competitive keyword phrase has an allintitle of 83,700
Number of visitors from this keyword phrase = 625
Position on Google - currently page 21
Position on Yahoo - currently page 18
The Long Tail keyword phrases have an allintitle of less than 1200 each
Number of visitors from the long tail keyword phrases = 3810
Position on Google - currently page 1
Position on Yahoo - currently page 1
The numbers don't lie. All these websites are getting MORE visitors
from their long tail keyword phrases. It makes sense, their positions
in the search engines for these long tail phrases are higher so the
chances of getting visitors are higher.
You may be asking yourself, so why doesn't every small business website
follow the long tail marketing method? Well, there's a catch. In order
to get the larger number of visitors to your website, you need more
pages. If a highly competitive keyword phrase on page 1 of Google can
bring in 1000 visitors to your website, and a less competitive keyword
phrase on page 1 of Google can bring in 50 visitors, then you need 20
pages, each one marketing one of these "less competitive (aka long
tail) keyword phrases" in order to bring in the same number as the
highly competitive keyword phrase.
And
let's face it, not many small business owners have the time to write so
many pages. And not many small business owners have the money to pay
copywriters for the service. But, as an SEO webmaster working specifically with small business owners I'm here to tell you
that long tail marketing is your best, most effective strategy for
website marketing. As your SEO firm to provide you with long tail
keyword phrases, each month they should give you a few. And write - add
new pages to your website. Write articles and post them on your blog,
on Facebook. Let everyone on your Twitter account know about that
article. It WILL bring in business and the side benefit is that the
conversion rates are usually higher on the long tail keyword phrases.
So, not only do they bring in visitors, but targeted visitors who are
ready to buy.
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