Long Tail Theory
Have you wondered why experts recommend the use of developing pages to capture
traffic for long tail keywords ? First, it should be emphasised that it is a tactic that works! So
let’s examine the long tail theory in more detail.
Although Google’s algorithm is in a state of flux, some core elements remain unchanged.
Recently we have seen more emphasis on “freshness”. So new pages (or posts) will have
a good chance of ranking well on less competitive keyword phrases.
Remember Google’s prime aim is to produce SERPs that are relevant to the quer y. Most of
their effort is focused on competitive phrases as these are terms being searched more
frequently and there are more pages offering the relevant information. In such cases the
algorithm will consider: domain age, authority, relevant link quality, link diversity, link
anchor text, website activity by a user and localisation (for reference let’s call these factors
- Factor X ). So in this case, the much touted on page optimisation will have less effect.
Now consider a search query for a long tail keyword phrase and the long tail theory . By its
ver y nature, google will not be able to find so many matching pages. There will be less
sites with Factor X characteristics, and so on page optimisation and “freshness” becomes
a key factor. Inevitably it will be easier to rank with long tail keywords. As freshness wears
off, you often see the page slip in the SERPs.
Effect on short tail keywords
Of course, most of the potential traffic will be coming from 1, 2 or 3 keyword phrases (note:
this is not always the most targeted traffic - long tail keyword phrases will be more targeted
and can lead to better conversions). Getting good rankings on long tail keywords DOES
have an effect on rankings of your short tail keyword phrases over a period of time.
So “buy maclaren twin strollers” may not have much traffic (note: ver y targeted and has an
important BUY signal) but you are building up authority on “maclaren” and “twin strollers”.
Concentrating on creating posts with “maclaren” in many long tail phrases will eventually
lead to better rankings with maclaren!
Hope you enjoyed our long tail theory !
Read more >>
