Popularized by Chris Anderson in a Wired article in 2004, the concept of the long tail shows that all sales of low-demand products can represent an equal turnover see superior to that of the best-sellers. Very popular with SEOs, this concept can be applied in SEO…
Long tail concept applied to search…
If the concept interests you, I invite you to read more on the page Corresponding Wikipedia. In natural referencing on certain sites, the volume of visits to keywords with low searches represents a larger share than that of top keywords. This is particularly true for e-commerce sites referencing a large number of products as well as for editorial sites but not necessarily for sites with a more limited offer and semantics.
First observation: the searches made by Internet users include more and more multi-word expressions and the volume of searches on expressions 5, 6, 7 words or more. You can see below recent statistics on American searches seen on SearchEngineLand :
As time goes on and more and more search engines enter the everyday life of the average Internet user, the long tail theory becomes more and more telling. It must therefore be integrated into a SEO strategy effective. The customization of search results also more and more present further reinforces this aspect.
Whether in seo or sem, a long tail keyword requires less work to position and obtains a transformation rate which is often very efficient. The more precise the search, the closer the user is to the purchasing phase. So why deprive yourself of it? For e-commerce sites, the long tail can overwhelm costs per conversion.
For certain sites and thematic its effect is to put into perspective certain themes have a fairly limited semantic universe and the top keywords represent 70 or 80% of the traffic. This is the case for example forinsurance where the main research is limited and often structured semantically in the same way from one product to another. However even on this kind of theme it is interesting to work on the less sought-after keywords because even if the effect is more limited it will still reduce average costs.
How to use the long tail in SEO…
To work the long tail, you will first need to perform a semantic audit pushed on your field of activity. It will not be necessary to stop at the most sought-after keywords but to find all of their derivatives, we can also consider doing audits on related themes to increase our scope of action.
Once the long tail keywords have been identified, it will be necessary to create editorial content around them: news, advice pages, dossier … It’s up to you to choose the form that best suits your site and your target.
For e-commerce sites with a large number of articles, we will ensure that the least product sheet is accessible and indexable by the engines and optimized in terms of SEO. We will use the dynamic referencing for it.
Long tail SEO often takes a long time but it usually pays off fairly quickly because the SEO will target keywords on which it is easier to position.
Also read: CWT Advertising & co’m SEO file.