The Web Marketing Group announces a new product focusing on long tail search phrase strategies. The product will be called LTaS. Long Tail Strategy.
There is a lot of research that has been conducted in the last 6-12 months by amongst others Hitwise which confirms that the vast majority of visitors to successful web sites are arriving from longer queries – the ‘long tail’ of search. Here at WMG, we have seen first hand evidence that from the analytics of our own successful clients. Often the headline-keyword such as ‘mobiles’ or ‘insurance’ represents less than 5% of the traffic and an even smaller percentage of the sales, with the bulk of the traffic coming form tens of thousands of three, four, five and even six word long tail queries.
Increasingly savvy internet buyers are quite often typing much longer queries into the search engine to target specific products and services especially as they get ready to make an actual purchase. So for example they might start with ‘Insurance’ when starting their initial research, but then type in ‘car insurance’ to narrow down the field. As they home in on their target products the final search might be ‘cheap over fifties car insurance’, a five word query.
It is after people type in long tail queries that we are seeing an increase in click-throughs and buying trends. Conversion rates for the longer phrases are much higher, the longer ones are much easier to get quick results for.
From an SEO perspective whilst everyone else is targeting the – what are sometimes called – ‘vanity phrases’, targeting the longer queries has benefits in terms of lower competitiveness, faster turnaround times, higher conversion rates and therefore return on investment.
Most SEO companies will recommend content, links and meta-data based on the homepage only and one or two phrases. The trouble with this is that the link profile and content can look very spammy as that search phrase is over-repeated and over-used. Google is now introducing semantic technology which understands similar phrases as well as similar words, so it is even more important to be targeting a wide range of relevant phrases.
So, whilst everyone else is spending their whole budget on phrases they often can’t hope to compete for, then LTaS in definitely the smart optimisers strategy.
LTaS is our own unique stamp on long tail. It’s our specifically developed tool, our product and our knowledge that means we can now bring LTaS to our clients, in turn, giving your company higher conversion rates.
LTaS examines all of the potential phrases in a market sector, and compares them for SEO difficulty and overall value in terms of what you would have to pay in pay-per-click to get the same result. Our unique algorithm, the first of its kind, then highlights relatively easy phrases with good return, on which to base the SEO strategy. In addition the tool highlights the client’s current rankings for those phrases and picks out underperforming pages that could be easily boosted.
It’s a long tail strategy that means we are one step ahead of everyone else. Our extensive SEO knowledge and experienced team of in-house SEO consultants will work their magic with LTaS and make it highly beneficial for your site and SEO strategy.
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