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SEO and The LongTail: Can you Optimize For The Occasional Visitor?

Posted in Uncategorized on May 17th, 2007

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Seo And The Long Tail: Can You Optimize For The Occasional Visitor? Part 1
By Mical Johnson

Recently Chris Anderson published a book call the Long Tail. He goes into great detail about on how the ecommerce model is set up ideally for the Long tail and it can have the greatest impact on your business. But How can you really take advantage of that knowledge and do search engine optimization for the occasional visitor?

First you need to understand what the Long Tail really is. In a nutshell the Long Tail is the segmenting of the larger Market into very specific niches and sub-niches. For example if the general market you are in is Pets then a niche would be exotic or domestic, indoor or outdoor, Large or small, etc. Sub-niches of those could be cats, dogs, fishes, birds etc. You could segment it into even more sub niches from there by taking dogs and putting them into large, small, long haired, short hair, child friendly etc. The possibilities are really endless and that is the inherent problem with the Long Tail effect. With so many possibilities it does not become financial or physically possible to do effective Search engine optimization for all the possibilities that will be used by everyone.

SEO Challenges

You must know how your visitor is reaching your site. The are infinite possibilities on how this can happen so you want to be able to track it when it happens. If you are not using some type of Web Analytic Software then you should start immediately. Google makes it’s analytic available to anyone who uses their Adwords service.

Once you have analytics in place you can look for trends of the visitor that come to your site. Here are things to check for

Keyword terms and phrases usedWeb site they came fromPages more frequently visited Once you have that information you can see the patterns that your visitor leave you. Check out the relationship between keyword terms and phrase to the type of site and web pages that your visitor spend the most time on.

This will give you valuable information an any type of sub-niche that you can now target.

In Part 2 of the article we will look at how to segment your seo results and the best practices to get it done.

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