A powerful content marketing campaign may lead shoppers to search for long-tail keywords, which can lead to additional sales.
Non-target keywords on the website can also lead to search traffic keywords called long-tail words; long-tail words are logical combinations of two or more common keywords.
For example, many people will search for the word “running shoes” instead of “Nike running shoes”; similarly, more people will search for “Nike running shoes” instead of “Nike Free RN men’s running shoes”. The more specific the search, the longer the long-tail words.
Google data confirms the long-tail theory, general keywords can get more search volume than specific keywords, but specific keywords may mean higher visitor participation and conversion rate.
In 2004, Wired Magazine editor Chris Anderson coined the term “long tail” for SEO optimizers, marketers, and e-commerce entrepreneurs. Anderson hinted that online retailers could succeed in online retailing by focusing on long tail words or offering relatively “difficult to find” products.
One of the best ways to succeed in the fierce online retail market is actually to optimize long-tail search.
Long-tail conversion rate
Back in 2010, most of Amazon’s book sales (about 57%) came from long tail word searches.
Amazon is driving book sales by offering hard-to-find books, although relatively few people look for specific titles. Individually, these books may not sell much, but overall, sales are considerable.
Similarly, Anderson noted that Wal-Mart would not previously store CDs in its stores unless it was likely to sell at least 100,000 copies. This leaves a lot of room for other companies because they can focus on those CDs that can sell 80,000, 50,000 or 1,000 copies.
This basic approach is also applicable to content marketing. Specific in-depth and useful content may attract visitors with very detailed interests and purchase intent.
In turn, the more focused the purpose of the site visitor, the higher the visitor engagement and conversion rate. Therefore, if an enterprise can drive more long-tail traffic, it may promote sales growth.
Long tail SEO optimization
According to Rand Fishkin, CEO of marketing company SparkToro, there are two approaches to long-tail SEO:
(1) Research and optimize a set of long-tail keywords with small batches but high conversion rates. (2) Don’t focus on traditional SEO for long tail words, but focus on customer-centric content marketing.
If a company’s marketing department can generate a lot of unique, useful, informative, or entertaining content, the company will be able to attract a lot of long-tail search traffic.
For example, a brick-and-mortar chain based in the northwestern United States posted about 330 content-rich videos on YouTube. On average, each video gets about 136 clicks per month.
For some people, 136 clicks a month doesn’t seem to be much. But overall, the company’s entire video is watched 45,000 times every 30 days. In January this year, viewers spent a total of 94 days watching this retailer’s YouTube video (watching once a minute).
The basic premise of content marketing is that when a company provides helpful content, potential customers will have a reciprocal feeling and eventually purchase the product. If this is correct, content marketing not only has the potential to attract long-tail search traffic, it can also help businesses get more sales.
Source of content
Long-tail SEO requires a lot of content, because long-tail SEO does not focus on high-traffic keywords and optimized landing pages, but rather focuses on specific content that can drive traffic.
Companies using content marketing to drive long tail SEO have the following options:
• Slowly develop outdated content for a relatively long period of time
• Always develop a lot of internal content for your website
• Rely on users to generate content
The first option is to slowly develop content for quite some time, just like the U.S. retailer with 330 YouTube videos mentioned above; the company’s first video on YouTube was in 2014 It was released in April, almost four years ago, after which the company cut video creation, posting an average of three videos every two weeks.
Enterprises’ operations in the field of e-commerce may generate a lot of content. For example, U.S. retailer Lowe’s publishes content on YouTube, while also retaining an important “creative” content section on its website; it also has a Lowe’s TV app for set-top boxes such as Apple TV, Amazon Fire, and Roku, and Content is posted on their social media accounts.
Finally, user-generated content is also useful. For example, merchants can encourage customers to actively participate in user forums, user-managed Q & A sections, and even product reviews, all of which can drive long-tail search traffic growth.