Day 3 Long Tail SEO Google Analytics How Google Analytics can help - - PowerPoint PPT Presentation

Day 3

• Long Tail SEO
• Google Analytics
• How Google Analytics can help with our Long

Tail SEO

Conversion

• Depending on your site, you have a goal in mind

for your visitor.

• What are you looking for your visitor to do?

What's a conversion for your site?

• Are you after sales?
• Are you wanting to generate client inquiries?
• Do you just want visitors to click and spend time on your

site?

• Do you want your visitor sign up for your newsletter?
• What do you want to measure?
• Can you identify the factors that determine the success of

your website?

Understanding the Search Demand Curve

• Early SEO strategies focused on the Head of the

curve

• Initially, we didn't have a lot of data
• It’s crowded at the top (Head)
• Focus is now on the Long Tail

The Long Tail

• The remaining 70%
• Contains many unique searches.
• Comprise the majority of search requests each

day.

Rate of Conversions

…improves from the long tail search keywords and phrases than from the "popular" head terms.

Finding the Gems

• For most, trying to rank high for head and body

terms is too expensive and out of reach.

• Easier to rank for the less competitive queries

(i.e., tail terms).

• Conversions are MUCH higher for these tail

terms.

How To Find Tail Terms

• We don't always know the "tail terms and

phrases"

• One Suggestion...

Let your visitors be your guide.

Google Analytics

• Sign up
• Site registration
• Walk through

Some Questions that GA can answer?

• Do you know why people visit your site?
• Where are your visitors coming from?
• What are they doing on your site?
• What technology are they using?
• Do you know who your audience is?

Google Analytics

Long Tail Analytics

• Visits-to-Query ratio is supposed to be small.
• When doing Long Tail SEO work, focus more on

the content of your post or article.

• ...and though still important, keywords should be

second priority (at least in the initial iteration of Long Tail SEO work).

Writing for the Long Tail

• The long tail search isn't interested in structure.
• What is important:

You should have "conversion" goals within your article.

A Rough Guideline

• For every 1,000 words in a post, look to draw

traffic from about 100 queries.

Writing Long Tail Content

• You know the difference.
• Make it interesting, funny, engaging for your

audience.

• Focus on your topic, less on your keywords.

Who Are You Writing For?

• With the latest algorithm updates, content is key.
• The content should be written for people not the

search engines.

• Why?

People are typing in the search queries not computers.