The benefits of the Long Tail Search

Ian Hancock Stuff

Are you familiar with the ‘long tail search’?

It is an important factor incorporated into search engine optimisation, so:

What is it?

A brief explanation – Let’s say you sell ‘Dunlop Golf Clubs’. Would the search term ‘golf’ be a good term for you to target? Yes and No. Sure you would receive a high volume of traffic (if you achieve position 1 for ‘golf’). However, this is a hugely competitive search term, with 384,000,000 competing pages. Optimising your website for this search term could prove very expensive. Additionally, someone searching for ‘golf’ could be looking for a vw golf, a golf course, a golf lesson, the list goes on and on and on.
So it is important to understand the difference between a broad search term and the long tail beneath it.

Broad search term

A broad search term like ‘golf’ has 4,090,000 search queries in 1 month, so the shorter the search term, the more traffic; however the traffic is less targeted.

Long tail search term

A long tail search term would be more specific, for example ‘dunlop golf clubs’ has 1,900 search queries in 1 month. There will be many more search terms, like ‘nike golf clubs’ ‘wilson club clubs’ etc. All of these are more specific and when you add them all together, they can help to form your long tail search strategy.

Also, the advantage of the long tail search term is that it is more specific and it is more targeted. This means that the search engine user is further down the buying cycle.

See the broad search term and the long tail illustrated below:

 Dunlop Golf Clubs

In my next blog, we will talk about how it can help your business.