Improving ROI through Website Analytics and Search & Conversion Marketing
Use these statistical testing tools to analyze your ppc split tests, conversion marketing tests, estimate sample sizes, and more
Contact Us | Careers | Client Login | Social Responsibility | Blog
WebShare Search and Conversion Marketing, Google Consulting Services Logo
Website Analytics
Conversion Marketing
Search Marketing
PPC Management
Website Design
eCRM & E-mail Marketing
Training
Google Consulting Services
Your website has never before meant more to your bottom line. Make sure you're getting the most out of your online investment through advanced website analytics, search and conversion marketing, usability and website design, traffic acquisition strategies and online advertising management with WebShare, LLC.
Website Analytics are crucial to the measurement and improvement of your website. WebShare can help you define your online success metrics and track how visitors get to your site, what they do while they're there, how they're monetized or converted into customers, and how they eventually leave.
Your website is perhaps the most effective testing ground you'll find for understanding how your marketing messages resonate with your customers. Through statistical experimentation, very small changes to the elements on your pages can have a profound impact on your conversion rates and your bottom line.
Leveraging the power of search as a traffic acquisition strategy can help drive highly targeted, qualifed traffic to the most relevant pages of your website. WebShare helps clients understand how search engines can attract new customers and creates customized programs that fit the specific needs and goals of client websites.
Using Google Adwords, Yahoo! Search Marketing, MSN adCenter, or any other paid advertising campaigns? If so, you need to make sure you're managing these programs correctly. From fully outsourced management to training programs, WebShare helps you manage your online advertising to profitability metrics.
WebShare's wealth of experience in conversion and usability testing and search engine optimization is key to the website design and deployment services we offer. We build websites that ensure your potential customers not only find you, but have an experience that contributes to your goals and financial success.
If you're managing your online marketing programs in-house, WebShare's training programs can help you understand, manage, and improve upon topics ranging from website analytics and statistical conversion testing to search marketing and online advertising campaign management.
WebShare is a Google Analytics Authorized Consultancy, a Google Website Optimizer Authorized Consultancy, and a Google Adwords Qualified Company. Let our experts help you get the most out of the Google programs and services that drive your business - and your bottom line.
Leveraging your CRM data to drive traffic and conversions on your website can open up new doors to your online strategies. From eCRM integration solutions to Email marketing campaign management, WebShare can help make the most of your customer relationships.

The Importance of Keyword Research and the Long Tail

WebShare Blog
WebShare's Search and Conversion Marketing Blog - Blog posts about website analytics, search and conversion marketing and more from a Google consulting services firm

Search & Conversion Marketing Blog
Search & Conversion Marketing Newsletter
Get Our Feed (RSS)
« Focus on Google but Don’t Leave Traffic on the Table America Online Antes up with New Advertising Platform »

The Importance of Keyword Research and the Long Tail

So what, exactly, is the “long tail” and why is it important to search marketing? The concept was coined by Chris Anderson in a 2004 Wired magazine article and applied to merchandising, but this concept is particularly well suited for the world of search marketing.

You’ve got a few keywords that you know you want to rank for. They’re the ones you know bring in lots of traffic and the ones that you have to work hard to keep your rankings for. When we talk about the long tail for keywords, we’re talking about the hundreds or thousands of other keywords that people type into search engines every single day to find products and services just like yours.

long tail keyword researchTake a look at the graph above. This is a typical representation of the kind of daily traffic you might see that results from your keyword research, with the keywords broken out into tiers. It’s obvious that our Tier 1 keywords have the ability to generate the most traffic on our site, right? While it is true that individually, those keywords can bring in the most potential traffic, you also have to realize that you’re probably not the only one who knows about them. Competition is going to be fierce for these keywords…and take a look at your Tier 2 set. While none of these keywords alone has the ability to stack up to a Tier 1 keyword, collectively you can attract TWICE as much traffic from the Tier 2 set!

long tail keywords are worth the researchNow have a look at Tier 3. As the line moves rightward, it drops off steeply with a nearly flat long tail - hence, the term “long tail”. But these keywords hardly attract any traffic at all, why would we bother targeting them? Individually, that may be true, but collectively, these keywords represent 55% of the traffic available to your website. And your competitors probably don’t know about these or aren’t focusing on them, so they won’t be nearly as competitive to rank your pages for. An additional benefit is that these keywords are likely much more specific to your products and services, and have a high probability of generating extremely qualified, targeted traffic.

How an organization targets long tail keywords depends on the type of business, search marketing strategy and budget, but the important thing is that you do the research to find your long tail keywords and you actively target them. Webshare provides a variety of keyword research solutions to help you identify and harness the power of the long tail keywords in your industry.

And keep in mind that there are a number of attractive qualities in long tail keywords for paid search marketing campaigns as well as your organic efforts. Long tail keywords tend to be available for lower bid prices on the pay per click markets, and can often comprise a significant portion of an organization’s search marketing sales. Long tail keywords are a fantastic way to get a big “bang for the buck”, and are a great place to start when developing your search marketing strategy.

Leave a Reply