Long Tail Searches and SEO

You’ve probably heard the phrase “long tail” before, especially in regard to business and marketing. Essentially, the long tail is the tail end of a demand curve - there may be lots of people who buy the latest #1 single, but there are many more people buying all sorts of different, obscure albums - the total number of the people buying the varied music is much greater than the people buying the #1 hit. The long tail is part of the reason why companies like Amazon are so successful - they offer tons of different niche items. The inter-connectedness and global scope of the web has made the long tail and catering to niche markets a viable business strategy.

However, the long tail is also relevant to SEO. Very significant percentage of searches are “long tail searches”, that consist longer, more specific queries that naturally tend to yield fewer results. For instance, if you’re looking for a newly built condo in Chicago’s South Loop neighborhood, wouldn’t you type “Chicago condominiums South Loop real estate new construction” or something similar into the search box? After, you’re much likely to find what you’re looking for that way than by just using “Chicago real estate”. Long tail searchers are looking for something very specific. This post on Search Engine Watch’s blog has excellent visuals illustrating long tail searches.

So how does this apply to your blog? Think about your niche and your own unique skills and characteristics. Narrow down your keywords - instead of only using “Chicago real estate agent”, make sure to write about the particular neighborhoods and types of properties you specialize in, for example. Or if you’re any kind of retailer (chances are if you’re an online retailer, you’re already very familiar with niche markets and the long tail), write constant posts about your products. Try to create the most detailed descriptions possible, and aim to be your readers’ source for the latest information about new products in your niche.

Targeting the long tail may end up benefiting you more in the long run - after all, long tail searchers tend to be looking for very specific information, and if you fit into their desired niche, they are that much more likely to bookmark your blog and/or become clients or customers someday.