Targeting Conversions and Traffic with Long Tail Writing

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Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.

Excellent post here Jennifer! The longtail keywords are definitely a better source of traffic. With the right copy as you stated above, you can hone in on traffic that is much more likely to convert than the general key terms. Many SEO guys go for the gusto, but there’s value in the longtail.

That was a great example you gave of the wedding cake company! I’m not sure if there is anything not to love about that! You’ve been saying this for a long time now and it is funny to think that some people are just now catching on. Time and time again I look @ the big traffic drivers not converting as well as the long tail. Not to mention the depth it adds to the site….

Damn! You’re giving out my secret!
(Yeah, right. Like you can have secrets when it comes to SEO.)

I’ve been using MyBlogLog.com for about six months now and I’ve noticed that the vast majority of the traffic to my blog comes from totally obscure key phrases I never would have thought of and thus, never would have intentionally optimized for.

I find it oddly comforting. As long as I write WELL about pertinent subjects, I get found. I don’t have to worry about trying to goose the system. I just have to write well. Personally, that’s a goal I’d rather have than trying to psych out Google.

Great post! The ideas and insights are very worth reading. You really gave me valuable information. Thanks for sharing it!

Jennifer

Excellent post…and thanks for the great examples of effective, deliberate long-tail copywriting, showing that one can write effectively for the user and for SEO. I’ll be passing it along.

Galen

Great advice – it makes such sense. I’ve had some discomfort with plying copy with key words. I like the copy to be meaningful – now I understand how to make it more SEO friendly without feeling silly about the copy. Focusing on the local element is particularly helpful for me because I have that aspect of the business to develop as well.

Thank you for a great post. By the way, I’m a former northeastern Ohio resident so this was fun to read.

Sharon
(on twitter – “Sharonmc”)

Jennifer,
Thanks for the great post. I’m going to pass this along to our SEO guy! When thinking about the long tail I usually think about PPC. This post will get us thinking about our SEO strategy a little different.

Great article on a great topic. I’ve used long tail optimization since 1998 and think it is very effective. I’ve found it especially helpful for small businesses who may not be found for more competitive terms big businesses dominate in the search results. Thanks again for this detailed article on long tail writing.

Some very good examples. And in my expecrience having all those words, that are related to your main keywords in the texts does not only get you more long tail traffic but boosts teh ranking for your main keyword aswell (and will in the future, think LSO).

So very true. I did a write up about that a while back (http://www.sitepronews.com/archives/articles/2008/0212c.html) long tail keywords convert better.

If someone asks you a specific question you can supply them with the specific answer, the internet works exactly the same way. The more precise the answer the more likely you are to convert the visitor into a client/sale.

One must be careful as people surfing have a short attention span.
I suggest the following. Write a short and a long-term version.

The first paragraph will contain a summary for the user with a short attention span while the 2nd paragraph will contain descriptive long-tail keywords for search engines.

Just like Newspapers do. A summary (paragraph) then the whole story in detail. It is good for everyone involved.

Am I right or wrong? Any other guidelines we can follow?

Thanks and interesting post.

The most important part of SEO is keyword. Search engine optimization begins with the proper and optimal use of keywords and keyword phrases.
Selection of keywords is the most important step. There are many online keyword selection tools available like overture, word tracker, Google adwords etc. Use such keywords or key phrases that target your business. Analyzing each keyword for competition should also be done. When we have highly competitive keywords we usually use a combination of keywords. Secondly after keyword selection comes content. It is usually said that content is the king. Suppose you have a website that ranks high in SERP but if your site does not provide useful content or related content, then the visitor will leave your site and switch to other site. Writing keyword rich content is very fruitful in SEO process. There should be a proper ratio of the keywords and text. There should be at least 250 words of text on the home page and other pages to be optimized. Once proper keywords are optimized it easy to gain traffic.

@ Palcom Online

I agree that your keyword choice is crucial. Why use any particular number of words? If you know that:

“We will find YOU the lowest legal mortgage!”

Will convert? Obviously pages that explain this or contact pages… or whatever may use up more text. I have to disagree that there is ever a perfect, standard, for every page.

Here what I am looking for, the explanation completed with sample, clear and easy to understand.

But anyway, i don’t know if I could crreate each one like above :(. Iam not a copywriter at all:)

Very interesting and important information.Thank you for yours valuable guidance.

Thanks for the great information. I look forward to giving it a try.

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