December 10, 2015 in Strategy by

Client: I noticed that visits are down but sales are up. Should I be concerned?

Me: No- you should be overjoyed!

I’ve been preaching the gospel of the long tail, to my clients, for years. This month, while preparing their reports, I found a great example of the long tail in action.

Would you like to see your year-over-year numbers from organic search look like this?

long-tailed-success

In case you can’t read the image:

We did this using the power of the Long Tail. (Not impressed by 12% organic traffic growth Y2Y? Keep reading!)

What is the Long Tail?

The idea of the Long Tail comes from Chris Anderson. He observes a particular phenomenon in modern sales.

Most people know that a small number of products generate a large amount of revenue for any company.  These are the core products. Many think of these as the bread-and-butter of their company. These products become the focus of most marketing efforts.

However, if you totaled the sales from every smaller product you’d find they bring in a lot of revenue. In fact, this will be even more revenue than the core products. Sure, less people search for each of these products. The ones that do will buy from you.

This is what the Long Tail phenomenon looks like. This graph reflects two dimensions: how specific a query vs. how many people are searching for it.

long-tail

Notice that a lot of people are searching for a broad topic and a few people are searching for a specific query.

This is important from an SEO perspective. For one, many companies have a laser focus on their most important products. It makes sense: these generate a large part of their revenue. Unfortunately this can make them blind. In the SEO-world, they get consumed with “ranking” for these products. If not ranking, they look at traffic numbers. This leads them to overlook the other products that they offer. As a result, they leave a lot of money on the table.

I’ve seen it time and time again:

These would have worked better had they embraced the Long Tail and…

There is a catch with a long tailed SEO strategy. Traffic won’t grow as much as sales. This is because there are fewer people interested in these smaller products. Despite this they are more likely to convert. This is why I’m excited when 12% Y2Y traffic growth generates 50% more transactions.

Will the Long Tail help my business?

My example is from a B2C ecommerce company.

Does the Long Tail apply to B2B Companies?

Yes! Instead of approaching the Long Tail with different products, you can talk about:

This is why blogging is important to your B2B company. When you talk about your industry and services, you will discover traffic you never expected. Since your pages are more specific, they will be more likely to convert. This will bring more opportunities than your bigger services.

You can chart this phenomenon, like this:

long-tail-conversion-rate

Now that Google has “not provided” most keywords in Google Analytics, this isn’t obvious. Turn to Search Analytics in Google Webmaster Tools (Search Console) instead. Look at the crazy-specific phrases that brings people to your website from search? Who would have predicted these? (By the way- as more people use voice search, this will get even more unexpected.)

Does the Long Tail apply to companies looking to develop leads, rather than sales?

Yes! Take “lawyers,” for example. There are a whole lot of people searching Google for your “lawyers”. Visits from this phrase will have a low conversion rate. This isn’t because your website sucks. People searching for lawyers” might be searching for something else- such as “lawyer jobs”.

Fewer people search for “lawyers in Charlotte” than “lawyers.” Because less people are searching for that, you’ll get less conversions from it. Since it is more specific, your conversion rate will be greater.

The Long Tail takes this to the extreme. Far fewer people search for “personal injury lawyers in Charlotte who make hospital calls on Saturday night.” Perhaps only one person a year searches for this term. If your website comes up in a Google search for this phrase, you will be guaranteed the lead. 

How to use the Long Tail for SEO success

  1. Add more content to your website. These can be landing pages or blog posts. Content will help bring specific search traffic- that will have a high conversion rate.
  2. Make it easy for a website visitor to convert. This might mean adding contact forms to every page, for instance- even your blog. You never know how someone might find your site. Don’t make it difficult for them to contact you, now that you’ve solved their problem!

Here’s the trick: you want to focus on queries that have a balance between these two factors. In other words, start your campaign where these two graphs meet. That’s the sweet spot. That’s where a significant number of people are searching meets a good conversion rate. If you start there, you’ll use the Long Tail for SEO success.

long-tail-seo-sweet-spot

How have you seen the Long Tail at work, on your website? What are some Long Tailed phrases you find in Google Search Console? Leave your thoughts in the comments, below.

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