Archive for the ‘Long Tail Keyword’ Category

If you advertise your website on Google AdWords, chances are that you found out that you can spent a lot of money on AdWords without getting a lot in return.

The reason why many people spend much more than they have to for their Google AdWords ads is that they use the wrong settings in their campaigns.

Long tail keywords convert better and there are a lot of them

Several studies found out that long tail keywords have a much higher conversion rate than single word keywords. Long tail keywords are very specific keywords that consists of 4 or more words.

According to a recent Hit wise study, more than 18% of searches contain five or more keywords. In addition, Google says that “20% of the queries Google receives each day are ones [they] haven’t seen in at least 90 days, if at all.”

The wrong long tail keywords will just cost you money

The facts above indicate that it might be a good idea to use broad match for all of your keywords. It’s just not possible to include all possible keywords manually in your campaigns. Google recommend to use broad match with your keywords:

“Broad match is a great way to capitalize on those unexpected, but relevant queries. When you include a keyword as a broad match, your corresponding ad is not only eligible to appear alongside queries with that exact spelling, but it can also capture keyword expansions that include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.”

Unfortunately, it’s not that easy. If you use broad match for all of your keywords then your ads will be shown for a lot of unrelated searches and you’ll pay a lot of money without getting something in return.

For example, the word “tiger” would be used for searches regarding Tiger Woods, the Siberian tiger, tiger sharks, the town Tiger in Georgia, etc.

For that reason, it is important to exclude the long tail keywords that are not related to your website.

Negative keywords will increase your conversion rate

You can enter so-called negative keywords in your Google AdWords campaigns. If a long tail keyword contains one of your negative keywords, your AdWords ads won’t be displayed.

For example, if you enter “-free” as a negative keyword, your AdWords ad is not displayed if someone searches for free things. Negative keywords are an excellent tool for excluding Internet users looking for free items only.

You can also use negative keywords to display an ad for specific target groups. An insurance broker might want to exclude people who are searching for books about insurance. He could enter “book” and “books” as negative keywords.

If one of your keywords has multiple meanings (“tiger” would trigger “tiger woods” and “Siberian tiger”, “tiger shark”, “tiger, Georgia”) then you should add negative keywords that remove the unrelated searches.

Broad match can help you to get more customers but you have to be very careful with that option. If you use broad match with your keywords, don’t forget to use negative keywords so that you don’t pay for unwanted traffic.

Many more tips on how to improve your AdWords ads can be found in our eBook “Writing Successful AdWords”. If you don’t want to use broad match, the keyword manager in IBP can help you to quickly create long tail keywords that target specific groups and regions.

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Technorati Tags: Ads, Campaigns, Conversion Rate, Exact Spelling, Expansions, google, Keywords, Many People, Match, Money, Phrases, Relevant Queries, Siberian Tiger, Single Word, Synonyms, Tiger, Tiger Sharks, Tiger Tiger, Tiger Woods, Variants

It’s not a secret that the more content writing you have, the more likely you are to generate search engine traffic from longer searches. Although, in fact, you might be targeting one or two of the more popular keywords, more content will allow you to start collecting hits for longer search strings that aren’t as common. If to make closer investigation, those add up and provide a great deal of residual value to the content. It is important to note that since 2004, there’s a growing debate about this whole issue and what it really means in terms of site traffic. Fortunately, as far as the issue is concerned, those involved in that discussion have started using a pithy name for the phenomena, the “long tail.”

According to Wikipedia: “The long tail is the colloquial name for a long-known feature of statistical distributions … The feature is also known as “heavy tails”, … In these distributions, a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually “tails off”. In many cases the … long tail…can cumulatively outnumber or outweigh the initial portion of the graph, such that in aggregate they comprise the majority.”

It goes without saying that if we graph a market, we have a body, representing the “mass market” and then a long trailing tail of smaller niches with correspondingly smaller populations. However, we’ll notice that the long tail actually contains just as many, if not more potential prospects than the bigger “body.” Moreover, we should recognize that most sales efforts are concentrated on the body. The thing is that the competition for the interest of the body is much more intense than is the competition for various points along the long tail. It’s not a secret that long tail theory, by that name or any other, has been one of the driving forces behind internet marketing for some time now. By the way, people in the IM community have been doing their market research in hopes of finding potentially lucrative smaller markets that one can mine for profits more efficiently than the massive area of the body.

It’s important to keep in mind that if you take a popular keyword, log the searches made containing that keyword, and graph the results you are going to get something a graph similar to the one we just discussed. We can safely assume that there is going to be a mass of searches just for the keyword and obvious 2-3 word phrases using the keyword. As far as my personal experience can be taken into account, then you are going to have a fast decline for searches using other strings that will result in a long, flowing tail. So, actually, you can fight for that traffic in the body, but it’s going to take some work. As you may be aware of, there’s a lot of competition in the body, so you can also start mining the long tail for traffic.

One of the best ways, without any doubt, is content–and lots of it. In addition, it should be also ] pointed out that if you hire someone to handle your SEO content writing and to generate a series of pieces on “widgets,” that content is assuredly going to produce strings containing the very kind of things for which those long tail searchers are looking. But remember, there’s an additional advantage – even if you are not sold on the long tail idea, the content itself still helps with respect to marketing to the larger body. As to this, there is no forced compromise: well-written content will serve both needs simultaneously.

The other thing that needs to be added is that in the long tail of keyword searches, the great value comes from having hundreds or thousands of unique, valuable content pages written on a niche subject. In addition, the millions of completely unique search terms that hit the engines each day help to bring in traffic that a purely ‘designed’ strategy could never receive. It’s simply a matter of how much content is on your site. To sum up, the more you post to your blog the longer tail (keyword-wise) your site will have. It’s not that you should post a bunch of crap posts to a blog, but a blog that has 1000 posts will have a much longer tail than a blog with 100 posts. That is why most blogs, according to the common practice, don’t make a whole lot of money for the first 6-12 months. In fact, it takes a lot of time to write enough content that a blog starts to have a really long tail.

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Technorati Tags: Aggregate, Amplitude, Colloquial Name, Graph, High Frequency, Initial Portion, Low Frequency, Mass Market, Niches, People, Phenomena, Population, Populations, Prospects, Residual Value, Sales Efforts, Search Engine Traffic, Search Strings, Statistical Distributions, Wikipedia