I can't say the secret--Search the tail

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There is a phenomenon in keyword research that is not noticed by many inexperienced people in the search engine optimization industry. This phenomenon is called "search tail". It is actually the beginning part of the keyword research process. The phenomenon suggests that, contrary to the 10 to 20 top-most popular keywords that are associated with the site, the range of keywords includes hundreds or even thousands of words on the site that are often the most popular keywords derived, as if the top hot keyword is the head, and these derivative words form a long tail.

"Search Tail" is a principle. If we only focus on ten to 20 top keywords, sharpen the forehead to get the top ten to 20 top keyword rankings, lost our missed more keyword ranking opportunities, also gave up a lot of the market. This principle, if you carefully analyze your website running data, it is not difficult to see.

In general, the traditional approach to search engine optimization focused on the most popular 10-20 keywords, because these keywords occupy 80% of the search engine traffic. The remaining 20% of the traffic comes from other keywords with less search volume. And such words may have hundreds or more. In this way, there has long been a rule of 80-20: People focus on optimizing the 10-20 core keywords that are the largest number of searches, ignoring the vast remaining non-core. However, the remaining of these hundreds or more of the non-core words also have to pay attention to the need, because those 10-20 core keywords bring the flow must be less than hundreds, thousands of Non-core keywords total traffic. "Search Tail" This principle, if say 10-20 core words is "head", but not the core word is "tail", then this long tail brings the flow, is bigger than "head" the most popular keyword flow.

"Search Tail" gives us a revelation-we are looking for real sales flow, rather than the rush to pursue the top of the keyword. In short, we use and select keywords, according to the content of each page of the site, as far as possible to expand the scope of key words.

To give you an example: for a car company, the keyword that it needs most is not the word that is the most searched-the car or the car. The word car is directly related to the car company, but he can't bring real customers. Instead, the "four-wheel-drive Jeep", the "most fuel-efficient car", is very much closer to the real idea of a real buyer or enthusiast. This is the word that the car company's website needs to focus on. It may be a good thing not to get the first or second rank in a car or a car with these keywords. If these words consume a large amount of advertising budget and ignore the relatively unpopular keywords, this auction ranked advertising campaign is a failure.

The success of search engine optimization is not the same as whether the car is too vague but the most popular keywords ranked in the forefront of search results. Search Engine optimization is not what words hot on the chase what, there is no need to compare with other sites, all according to their own characteristics of the site to formulate strategies.

Then, the first step of scientific choice of keywords, "search tail" to give full attention and analysis. According to the operation of the site analysis, find a wide range of keywords, expand the range of words, to determine what words are the most to bring customers, rather than to bring the crowd.

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