How ‘The Long Tail’ Of Search Drives Leads

Web Design And Development | Kinetic Knowledge

‘Long Tail’ Keywords Can Drive Leads For Your Business

 

The Long Tail theory was developed by Chris Anderson in his Oct 2004 Wired Magazine article describing how the web might influence business. Anderson, Editor of Wired Magazine at the time, later authored his best selling book ‘The Long Tail’ to better detail his theory.

As it applies to better search engine optimization and marketing – the idea with ‘The Long Tail’ is to be visible for as many variations of one’s core business subject focus (via indexed keywords in published website content) as is possible. The proven theory being that, while a business may generate less search discovery per keyword variation (i.e. 3 Bedroom Condos For Sale New York City) than it will for the most obvious & highly targeted keywords (i.e. New York City Condos) due to the amount of competition for those obviously targeted keywords, the collective impact of a broad set of variants might easily exceed that of the most targeted. Again the more varied (or long tail) a search term is, the less competitive it is to be discovered in search results. An SEO strategy focused on long tail keywords is one capable of not only capturing more traffic, but more highly qualified traffic.

This is NOT meant to suggest a business should give up targeting the obvious searches (i.e. New York City Real Estate). On the contrary, the argument is a potentially cost-effective approach to being a great deal more visible in the search engines. It means being visible to extremely qualified people demonstrated by how specifically they search. Search visibility can be some of the cost- effective advertising period; however, pursuing the most competitive search topics can easily become be cost- prohibitive.

Research shows that people do search more specifically. To demonstrate this ‘Long Tail’ theory, here are traffic analytic data drawn (compiled in 2007) from a publish content- committed Vail CO Real Estate agency client. This agency had broad keyword indexing for both the most sought after (and then also the not so sought after) targets. The agent focused on being indexed for everything going on in its’ community as it relates to Real Estate. We examined one month of data to demonstrate ‘long tail’ search discovery success for this (albeit anonymous) agent in Vail, CO.

the long tail supports SEO and leadsA. Total ‘Short Tail’ search discovery equaled 190/ 1,015 searches bringing new visitors to their website = 19%

      • Short Tail being the town’s name and state plus the words property, real estate, home or homes


B. Total ‘Long Tail’ search discovery equaled 825/1,015= 81%

      • Long Tail being as many variations relating to obvious town searches as is possible

a.) different areas of the town were equal to 130 total searchers
b.) condominium complexes equal to 299 total searchers
c.) new developments equal to 89 total searchers
d.) local clubs equal to 101 total searchers
e.) local business news | info equal to 27 total searchers
f.)  listings or specific streets equal to 32 total searchers
g.) developers equal to 56 total searchers

h.) random/ miscellaneous equal to 91 total searchers … hey, they blog about what’s going on locally a lot! 

 

Albeit anonymous, the data above demonstrates the ‘Long Tail theory’ and success based upon discovery for less targeted keyword variations; discovery amounting to 81% of the overall search traffic and 435% more visitors than what the short tail of search delivered. That’s a lot of traffic and potential leads! We’d argue the Vail Real Estate Agency are not only cost- effective marketers, but even better – they are capturing highly qualified eyeballs!


Read more on how to create an effective ‘Long Tail’ & ‘Short Tail’ Keyword lists

 

Evergreen Content Supports SEO!

It’s no surprise to read that without good content there is no competitive search engine optimization (= no SEO). Any chance of competing for visibility in search results begins with content, so let’s define a type of content you may not have heard about called evergreen or anchor content‘. Really just a buzzword in content strategy, the practice has proven to be a key factor in the battle for search visibility. ‘Evergreen content’ is a page (or post) that is NOT necessarily timely so much as it is informative; this content should remain relevant to a degree that it stands the test of time!


What Does Evergreen Content Offer?

Because it will always be considered up-to-date, in theory, ‘evergreen content’ will always be of primary interest to visiting readers. With detail, it should define authority for subjects your company is the leader for. In cases where being relevant in a particular area ( i.e. county, town or city ) is important, evergreen content will define authority for that area or geography.

In contrast, “Current Pay Per Click Advertising Best Practices” is not a good example because it’s meant to be relevant right now. In this case, a blog post might be better suited due to its date- stamp or timely emphasis. Current, by definition, is about things going on NOW and so, for instance, “Current Pay Per Click Ad’ Best Practices” would become less relevant as platforms & strategies advance or change.

Top Evergreen Content Examples Might Include:

  • Defining A Product or Service
  • Frequent Question & Answers
  • Tutorials Or “How To” guides
  • Useful Resource Lists
  • Support With Related Laws
  • Industry Terminology Definitions
  • Geographic Authority For A Product or Service In A Particular Area (i.e. if you vie for business in the city of Kalamazoo, you must have content saying so) 

Be careful! Even an evergreen topic can change ever so slightly, so periodic reviews in order to be sure they remain 100 percent correct is recommended.

Evergreen Content Does Not Include

  • Evergreen content is not news
  • Evergreen content is not statistics
  • Evergreen content is neither seasonal
  • Evergreen content is no trend
  • Evergreen content is NEVER a bunch of random subjects sprayed all over one page
  • Evergreen content should always be comprehensive coverage & subject specific, so it can stand the test of time!

The chance of competing for visibility in search engine results pages begins with content. When it’s capable of remaining useful to many, if not most, visiting readers for a great deal of time then the likelihood it will motivate signals (i.e. time spent on page, links to the page, bookmarks, likes, shares, pins) search engines use to rank content is much greater.

Needless to say, evergreen content has become an important competitive content strategy that will improve your SEO! Get thinking about what you are authoritative for ( for support see Copywriting | Blogging Services ) and if SEO Services are necessary. Contact Kinetic Knowledge for a consultation!

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5 Worst Things You Can Do To Your Competitive SEO

5 worst things to do to your SEO5 Of The Worst Things You Can Do To Your SEO?

We always look at the major SEO signals because they can be such an advantage for our clients and also because they are forever changing. At the same time, we’re trying to determine those that may have the largest negative impact? Here’s a look at the 5 factors that will inevitably damage your position in the search engines. While the battle carries on amongst competitive businesses every day, including schemes to game ‘search engine algorithms’, it’s really about the content. We recommend a laser-like focus on creating the most current and useful content possible. And avoid the schemes or tricks, Google is smarter than that!


5 Of The More Negative Factors Influencing Your Search Engine Positions

 

  1. Non-Mobile Friendly Content
    • Simply put, “How did you miss this one?” It’s public knowledge that starting April 2015 Google would begin to penalize nonmobile friendly content in its indexes. Since then it’s only gotten worse for nonmobile friendly offenders. 
  2. Static Content
    • Google only wants to show relevant timely and user-friendly content in its index. Depending on industry news for what is likely happening day to day, Google looks day by day for timely information in posts and or pages. Get into to keeping your content current with new information, keywords and timely publish dates!
  3. Machine Written Or Duplicate Content
    • Popular amongst some short-sighted SEOs, there is software that spits out rewritten versions of an already published article. It’s almost a given that machine written posts are going to be boring or even uninteresting to humans. If so, assume it’s going to be uninteresting to search engine algorithms as well.
    • Google has never wanted duplicate pages in its index. In one instance over 4,100 real estate blogs released the exact same post because their owners purchased the same content from the exact same source. Guess what blog was indexed for that content? Only the guy selling the content. Google is not looking to police plagiarism, but it certainly sees duplication. When your pages are neglected the negative effects may include 1) wasting the keyword indexing a spider crawl brings, 2) the resulting loss of qualified visibility and 3) the loss of back-links, shares and/ or likes favorable to your search engine positions. It’s also believed by some that duplicate pages are, in fact, a ‘bad behavior red flag’ that does bring a penalty.
  4. Links Out To Bad Sites
    • Who you link to matters and it always has. Sometimes we get those email, “Hi, We’d like to exchange a link with you” OR EVEN “we’ll pay you for a link to our site”… and you must ignore them! You control it, so careful about the links.
  5. Keyword Stuffing
    • In 2006 Google may not have noticed that you put the words “Malibu CA Builder” on your page 25 times. In fact back then the more the better, but do it today and your site’s page will disappear from the index. Underestimating a search algorithm’s ability to detect poor content is a mistake, but this practice is the oldest trick in the book and the easiest for a search engine to identify.

And that’s just 5 of the worst and also most obvious things you can do to ruin your SEO? Search isn’t a static environment; the rules are proprietary to Google and the other engines AND they are always changing. The best bet is and has always been based on what Google wants and needs, which is good content. They want information on every subject so they can offer the best answers & solutions possible. Simple logic is to give the people what they need and Google will like it.

SEO Solutionshttps://www.kineticknowledge.com/services-seo/ 

Using Local Search To Beat The Competition

Local SEO Beats Big Brands |  Local Search Optimization

Local SEO Beats Big Brands | Local Search Optimization Most small businesses online want to be number one in search engine results. Of course, accomplishing the number one seat in search is never a bad thing, but when you peel away a few layers and truly think about what you want to accomplish online, number one in search should be less a goal than simply being the number one most chosen brand! And assuming that’s right, the question is obvious: how can a small business compete with deep pocketed large brands online and become the number one choice in their marketplace?

The answer is quality, local search engine optimization !

Don’t Think Too Broad, It Is A Matter Of Quality Over Quantity

Something we see repeatedly is ‘local brands’ thinking too broadly and not taking advantage of local SEO opportunities. Too many small brands will try and rank for terms they will never be able to compete for long term. It’s an unfortunate truth that big national brands have deep pockets and will always have the ability to outwork & outbid small brands for the most obvious or broad keywords. Surprising to some, search engines actually wish to rank locally relevant business results over the national brand when possible because in many circumstances it is the better result.

When a searcher is looking for services locally they, more often than not, are looking for the most local knowledge … and search engines understand this. And there are many tools and strategies that make it possible for the local business to succeed!

The Local SEO Fundamentals

  • Be sure all pages are keyword conscious and also locally geo- specific. Tend to title tags, meta descriptions, alt tags, headers in a very locally- conscious way. It’s going to be a huge asset when it comes to capturing local traffic, leads and conversions.  Local-focused content brings a personal touch, growing a familiar trust with customers and staving off the ( big brand ) competition. And it is what Google is looking for too.
  • Have all your Google My Business tools up to date, verified AND optimized!
  • Ensure that all your local citations, search and directory listings are accurate for location, contact, website link and hours of operation. It is a signal search engines seek and most competitors miss.
  • Seeking out and carefully  managing customer reviews is a huge local SEO advantage!
  • From there, to truly dominate, a local content strategy comes into play. Simply being found in search is not enough to get the phone to ring, appointments made, or products and services sold.
  • Create great local coverage and then push that content out through social networks where there’s more and more potential exposure. Plus, Google looks carefully based upon several potential signals for a popular social voice! 
  • These are the fundamentals of competitive local SEO. It’s tedious time- consuming work, but done right and your business will outpace 99% of the competition unwilling to make the same commitment.

Become A Local Expert

Local-specific pages and content have tremendous value. This is the area of your marketing where a personal touch goes a long way. Involve your customers by demonstrating an interest in what your customers know, like knowledge of a town or county. You are already a local expert, use that to your advantage. Using your blog, website pages, and most definitely social media is the way to get involved in your community, and your community involved in your business. Creating and sharing unifying, educational and insider content is local marketing gold.  Get personal with your customers and find a way to connect with them. Local-centric businesses tend to outperform and outlive other businesses in the long term because they are vested in locally conscious relationships.

The main barrier to achieving Local SEO goals for a small business is time. Business owners are pulled in a thousand directions per day and simply don’t have the time to sit down and develop a local seo strategy let alone execute one.  Kinetick Knowledge can help you reach your Local SEO potential. Contact Us today to get your Local SEO strategy started!