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Long Tail Search

William Charlwood is an internet marketer who commented on the "Long Tail of Search". He says that this concept "describes the way that people like you and I actually look for things via the search engines. Understanding this behavior can help you get more free traffic."

The long tail of search can also help you with your paid campaign. Using it effectively means that you can get clicks with a greater likelihood of converting to sales, at a lower cost per click!

To explain what the long tail is, here's an example.

I have a client whose top ten search terms give her about fifty per cent of her search traffic on any given day. But the bottom fifty search terms, usually each bringing only one visitor, give her the other fifty percent of her search traffic. Those tend to be more specific and also more likely to convert.

Charlwood says, that Amazon, for example, makes more than half of its sales from books that are NOT in the top 130,000 most popular books.

This means that even a bookstore with 130,000 different titles on its shelves is only reaching LESS THAN HALF the potential market for books. The market for the obscure, the rare and the unusual is where more than half of the book business lies and is an example of the Long Tail.

This Long Tail is where most activity now lies online whether you are selling books, CDs, movies or running a search engine.

It is the sum of all the highly obscure niches that together add up to the majority.

Google for instance has found that most searches are done on obscure phrases too and that the 80:20 rule that you might be familiar with no longer applies on line: you simply can't rely on getting 80% of your traffic from the top 20% of the keywords used by people to find your site. Sure, a few phrases will be the most popular but ignoring the long tail of search phrases that people might occasionally use to find your site is throwing away well over half of your potential traffic.

However, you can do something about this online now.

Going back to the book shop, increasing stock levels to reach out to the Long Tail costs money and at some place in the obscurity stakes there comes a point where it is just not worth adding an extra title because it takes up more shelf-space than it can justify. For small book shops, they have to go with the most popular even if it means ignoring 90% of the market place.

But take this Long Tail online and things get very different. Especially when you start dealing with information i.e. web pages, rather than physical stock.

Most people aim to get free traffic to their site by optimizing it for the most popular keywords in their niche. This of course means that those keywords are highly competitive. However, much more traffic would be available if their sites were optimized for a much wider range of keywords. The only way to do this is to create unique pages or content with each one targeting a slightly different variant of keyword phrases: the Long Tail of Search. But building individually targeted pages because of the time required is also uneconomic – unless you can automate the process.

If you can automate it, you can get a lot of free traffic from the long tail which is much less competitive and where you are therefore much more likely to beat your competition and rank high up not just in Google but in Yahoo and MSN as well.

So how can you go about automating page creation so that each page targets a slightly different variant of search phrases?

A number of attempts have been made to do this and they are usually based on exchanging words with synonyms: "anybody" becomes "anyone", "fast" becomes "rapid" etc. But recently a much more powerful tool has come on the market that takes this process to such a level that the articles it produces are good enough to get accepted by article directories.

In other words, not only does it generate reams of different content that will attract the long tail of search you need, but it will also provide you with an array of articles that you can submit to directories in which you can include links back to your own sites.

You can also post them to blogs and increase your chances of ranking high up in searches. These articles are unique too.

You may not be surprised to find that this product has been developed by David Watson who also created Website Article Wizard. David came down from London about 3 weeks ago to see me and we spent a whole day discussing what he was doing and how it was working out. It's a riveting story, not least because he made over $170,000 last year from AdSense.

Essentially he has figured out how to generate content rich sites and fill them with unique content that chases the long tail highly effectively. He's enabled you to generate pages that target a vast range of search terms without you having to write them all by hand. And he's done this so well that individual articles generated by his system are good enough to get accepted by directories.

If you are interested in finding out more about how David's system works, have a look at Website Content Wizard.

PS Here's a short list of businesses that are using the Long Tail concept to make huge profits. They are all highly successful.

Google - AdWords is all about advertisers bidding for obscure keywords and Google gets paid every time an AdWords ad is clicked.

Ebay - hundreds of thousands of different products, many unique one-offs, get sold daily and make money for Ebay from listing fees etc.

Amazon – over half its sales come from the obscure. In fact I read somewhere that each day they sell more books that didn't sell the day before than they did sell the day before. (Think that one through!)

iTunes – loads of obscure tracks get downloaded for a few tens of cents a time that adds up to millions of dollars