Long tail theory and SEO and network marketing

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Back in China during the last two years of the famous The Long Tail, by Chris Anderson.

Simply put, the so-called long tail theory is that when the distribution of goods in the display of venues and channels is broad enough, the cost of production has plummeted so that individuals can produce, and the cost of goods sales sharply reduced, almost any previously seemingly low demand for products, as long as there is a sale, will be bought. These demand and the low volume of products occupy a common market share, can be compared with the market share of mainstream products, or even greater.

This theory has had a very far-reaching impact on e-commerce and internet marketing in the past one or two years. After reading the book in full, I have some thoughts to share with you.

Long tail theory and keyword selection

Previously, when it comes to keyword selection, it is also simple to mention the long tail problem, but there is no specific explanation.

In the search engine optimization work, the long tail theory most obvious performance is the keyword choice.

The trend now is that more and more seoer will not confine their time and energy to the main target keywords, but will spend a lot of time to expand the keywords.

From my own grasp of the situation of some sites, a slightly larger site from those long tail keywords (that is, the number of small search, but a lot of keywords) to get the flow of the total site traffic accounted for more than 50% or 60%, although the main target keywords of these sites are also good rankings.

For some relatively small sites, because the long tail keyword is not much, from the main keywords to the proportion of traffic rise.

The revelation is that these small sites, which focus only on key keywords, waste a lot of opportunities. If you can increase the content of the site, expand the keyword, traffic will inevitably multiply.

Long tail and profit

The long tail theory is a subversion of the 20/80 theory.

According to some E-commerce site statistics, long tail products and long tail keywords to get the flow, accounting for the total flow of Bell, but from the long tail of the product can be more than half of the profit. In other words, the idea that the so-called 20% of customers or products produced a 80% profit in the past has been completely subverted on the Internet.

The reason may be two, one is that these long tail keyword users, more likely to be converted to pay customers.

For example, three people search three keywords, "lawyer", "Beijing Lawyer", "Beijing heritage Lawyer". Statistically speaking, people who search for "Beijing heritage lawyers" are much more likely to be clients than those who search for "lawyers". Because it's obvious that he's already looking for specific services, it's hard to tell what the "lawyer" person is looking for.

The second reason is that long tail keywords and long tail products cost much less. Like the previous three keywords, the first page of the "Beijing heritage Lawyer" is clearly much easier to do than "lawyers".

Long tail theory and choice too many problems

As I mentioned earlier, choosing too much may make users end up not making choices.

During the return to China, I want to buy some books on childcare, search for "parenting knowledge" and return 106 books. It is almost certain that if Robin's wife had not recommended a book to us, I would not have been able to study the 106 books which would be more appropriate.

So choose too much is a natural trait of the long tail economy, for businesses, the task is how to help users make the best choice. Here even a good assortment of powerful search is far from enough. My feeling is that such long tail sites need user reviews, user ratings, editorial reviews, and even ratings for comments to help other users make choices.

I used to buy books in Amazon before making a decision after reading the user's comments.