local business and the seo long tail
TRANSCRIPT
CHASING YOUR TAIL
Why local businesses should use the long tail in SEO
They f ind the top 3 sector keywords online
The owner does their research
MO
NTH
LY S
EARC
HES
0
375
750
1125
1500
TIES TIES FOR SALE BUY TIES
1,1001,300
1,500
writeandweb.uk
And update the website
They build a plan
• On-page content using ‘ties’, ‘ties for sale’, and ‘buy ties’.
• Perfect meta information.
• Responsive website design.
• Adhere to SEO best practice.
writeandweb.uk
All their ef for ts haven’t made a dent
The tie shop owner is sad
• Popular search keywords are chased by large companies.
• Big name advertisers get top billing.
• Major retailers have massive marketing budgets and a team of SEO experts.
• An independent shop can’t hope to match their resources.
writeandweb.uk
“What products do we sell?”
The owner thinks again…
• Red and white striped ties.
• Green polka dot ties.
• Beaumont Primary School ties.
• Plain blue ties.
• Comedy rabbit cartoon ties.
• And many other styles…
writeandweb.uk
Not many people search for specif ic styles
The owner checks
MO
NTH
LY S
EARC
HES
0
40
80
120
160
writeandweb.uk
Comparing specific styles against big search terms is depressing
MO
NTH
LY S
EARC
HES
0
400
800
1200
1600
writeandweb.uk
There is a way to get more trafficM
ON
THLY
SEA
RCH
ES
0
400
800
1200
16003,900 searches 4,000 searches
writeandweb.uk
Those product keywords add up to something big
The shop owner realises…
• Not many people search for ‘green polka dot ties’ or ‘red and yellow stripped ties’, but added together all these little searches make a very large number.
• And there is less competition for keywords with low monthly searches so it’s easier to get a high ranking for them.
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Keywords tel l the t ie shop something about a person’s intent
Buyers, not browsers
• People searching for product keywords are looking for something specific. Which means they are more likely to be in a buying mood.
• Whereas someone searching for ‘ties for sale’ could be browsing, or planning on buying at a later date.
writeandweb.uk
The long tail
• You can’t beat the major players for the top terms.
• So focus on the green area.
• Create optimised pages for targeted keywords (eg product descriptions).
• Make it easy to go from landing page to purchase.
Get more relevant traf f ic from potential customers
writeandweb.uk
Online sales are booming
The shop owner is happy
• Page 1 rankings are being achieved.
• Organic traffic is from people more likely to buy.
• Landing pages are product focused with ‘buy now’ buttons clearly marked.
writeandweb.uk