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Long tail: what it is and how to use it in your marketing strategy

Long tail: what it is and how to use it in your marketing strategy

If you want qualified visitors to your site, investing in the long tail is an excellent strategy.

And do not worry if you are still not clear on that concept.

The important thing is to know from now on that you have a great opportunity in front of you.

The results of an investigation express the needs, desires and interests of people.

Imagine how your business could benefit if you could analyze research trends on Google, find the words related to your market, and customize content to meet customer needs.

Looks interesting, right?

Thinking about that, I prepared a complete material with everything you need to know about as long tail keywords.

In addition to understanding the concept, you will know the rules, advantages and practical application in your business.

It is time to start.

What is long tail? What is long tail?

Long tail is a concept created by physicist Chris Anderson, based on Wilfredo Pareto’s 80 20 rule, which basically serves to analyze the statistical distribution of data.

This rule starts from the premise that 80% of the effects are obtained by only 20% of the causes.

In other words, a low number of factors is responsible for a high impact on the company.

Concept

The term long tail arose in 2004 thanks to the work of Chris Anderson, author of the book “The Long Tail: Why the future of business is to sell less than more?”

Anderson found a way to describe the strategy of driving stocks for several products with lower demand, rather than investing in a few high-demand products.

In this strategy it is noticeable that the most generic things have a higher demand.

Long tail rulesLong tail rules

Now that you are aware of the concept popularized by Chris Anderson, it’s time to learn more about his rules.

Reduce costs

Since the goal is to reach a more qualified and purchase-prone audience by reducing costs, you can follow this rule by rotating stocks, as is the case with iTunes, Apple’s virtual store and its digital stock.

Or also through a collaborative production.

A good example is letting customers evaluate your company instead of yourself.

This gives much more credibility to the process than if someone from the marketing department did such an evaluation.

Develop the niche mindset

In this rule, Anderson wants to emphasize that each customer is unique.

The truth, a type of specific combination of products, reaches different audiences, according to their needs and desires.

Therefore, it must be borne in mind that only one mode of distribution is not enough to cover all preferences.

Furthermore, just one product cannot meet all the customer’s needs.

Even the price considered adequate varies between people.

To lose control 

Finally, the last rule refers to losing control and launching your products and combinations to see how the market will react.

That way, over time you will be able to identify which of them sell more and can be better worked.

The 3 main forces of the long tailThe 3 main forces of the long tail

According to Anderson, apart from the aforementioned rules, there are also 3 main long-tailed forces.

I describe them to you.

1. Democratization of production

Thanks to technological advances and access to the Internet, increasingly widespread and favored, there was a democratization of content production.

Thus, such production stopped being carried out only by a small number of people.

Today, it is part of the strategies of anyone who has mastery over a certain issue and knows how to handle the tools available.

2. Democratization of distribution

In addition to the democratization of production, the distribution of content also underwent changes with the progress of the digital market.

What happens is that this advance enables products to be stored in databanks in the cloud, eliminating the need for large physical spaces with shelves to be placed and displayed.

3. Flexibility of the relationship between supply and demandThe 3 main forces of the long tail

Finally, for Anderson it is possible to fully find the product you are looking for, thanks to the logic of the search mechanisms, which facilitates the relationship between supply and demand.

Likewise, it contributes to the evaluation and recommendation of the company to acquaintances.

Therefore, the content goes viral and attracts new customers.

What are the long tail keywords? What are long tail keywords? 

Long-tail keywords are a collection of at least three keywords that make up a more specific search term.

Typically they are used when the site wants to refine the search terms on its web pages and also when the user is crawling something very specific.

Those keywords are highly targeted and attract less traffic to the site.

But don’t be too quick to judge that characteristic as negative.

What happens is that these types of words tend to attract higher-quality traffic, which implies more conversions than normal keywords.

In practice, the conversion rate for long-tail keywords is often higher.

Long tail exampleLong tail example

Long tail keywords can also be used in different ways by the site’s own editors and by visitors.

To explain it better, I’m going to give you an example of how those keywords work.

Let’s imagine that your company manufactures and sells rustic furniture in any city.

So you want people to find your business the first time, on Google’s organic results page.

That is the objective of every business that invests in an SEO strategy, which consists entirely of the optimization of search mechanisms.

In your case, much generalized keywords (such as furniture, wooden furniture, glass cabinet, among others) can cause the user not to find your company’s site.

After all, the competition for normal keywords is higher and reaching the top of Google is much more difficult.

In paid search, as in Ad words, the use of common keywords can do a good disservice.

In those situations, users who are not ready to buy can click on the ad, see that this is not what they were really looking for at the time, and exit the page.

In short, the investment did not return. And that’s lousy.

In this context, the most appropriate words to help the user find your store, both in paid and organic search, perhaps would be:

  • rustic wooden furniture
  • rustic wooden furniture (and the abbreviation for the city)
  • rustic wooden furniture (and the full name of the city)
  • buy glass cabinet
  • buy new wooden furniture
  • rustic furniture models

It is a fact that those terms have a much lower search average than just “rustic furniture”, for example.

On the other hand, they are words that increase the chances of sale for those who are in that specific city and are looking for rustic wooden furniture.

The search is much more guided and has less competition than normal keywords.

In addition, the use of long-tail keywords helps find your site, even those who are not yet ready to buy.

Therefore, it is interesting to invest in the production of content that includes these types of terms, based on the purchase journey of your consumer.

Take a look at some examples:

  • decoration with rustic furniture
  • how to buy wooden furniture
  • how to preserve wooden furniture
  • rustic furniture manufacturers
  • best rustic furniture brands

Was the difference between normal and long-tail keywords clear to you?

Advantages of using long tailAdvantages of using long tail

Now that you know the concept and saw examples, you must have noticed that the use of long-tail keywords is important as an element of your content marketing strategy.

It is well worth the time and effort spent identifying the best ones.

It doesn’t matter if you are trying to increase your sales or just want to increase web traffic to your site.

Thinking of long-tail keywords instead of generic one- or two-word phrases offers several benefits.

I present a list of the 4 main advantages to show you the impact that your business suffers in practice.

Reach the goal more easily

Use your own searches as an example.

Have you noticed that it is wonderful when we find the exact answers for what we are looking for?

This is one of the main advantages of long-tail keywords: it makes it easier for the user to find the specific answers to their questions.

The probability that he clicks on your link is much higher.

Consequently, the chances that your objective will be met, be it a conversion, sale or any other action, also increase.

Most qualified clicks

Long-tail keywords generate a much higher ROI when compared to short-tail keywords (head tails), that is, when the search is done through a single word.

Since they lead the visitor to where he wants to go, with the correct solution to his problem.

In practice, this path leads to a conversion, whatever it may be.

Lower rejection rateAdvantages of using long tail

It is advisable to keep track of your site’s metrics.

Among them, the rejection rate is one of the main ones.

This term is used to indicate when a user accesses the site and leaves without interacting or clicking anywhere.

If you notice that the rate is high, something bad may be happening in your strategy and you should review it to change this situation.

Thus, by optimizing the content of your site with long-tail keywords that are relevant to your business, you guarantee more qualified visitors to purchase your products or services.

In addition, the possibilities for new purchases and promoting word of mouth marketing are expanded.

It’s easier to rank well on Google

One thing leads to another.

When the rejection rate of your site decreases, it begins to be classified better according to Google’s algorithms, and thus manages to position itself prominently in the ranking of organic results.

This means that, without paying for it, you gradually go to the top.

You manage to attract more people to your site and as I said before, the conversion is closer.

How to use the long tail in your strategy: step by stepHow to use the long tail in your strategy: step by step

Now that everything begins to make sense, it is time to clarify the doubts that may still be there.

“Ok, I already understood the concept and the advantages that long-tail words offer, but how do I use them in my strategy?”

Great question!

Thinking about that, I put together a step by step to help you on your journey.

Are you ready to put your hands in the dough?

1. Do a good keyword search? 

First: you need to do a search and identify which terms are the most prominent for the company and for your market niche.

The good news is that you are not alone in this mission and you do not have to rely on assumptions to define such terms.

There are very good tools on the market that facilitate this first phase of the work.

Do you want to know some of them?

  • Keyword Planner : free tool from Google Ad words itself. Search for keyword ideas and ad groups, as well as the search history for that word.
  • Ubbersuggest: the tool refines the search term, including other keywords, giving variations and suggestions for new, more specific words.
  • Keyword Tool : the tool searches for terms for free with the use of Google Autocomplete, generating hundreds of important long-tail keywords for any topic.

Tip: give them a try and choose the one that suits you best.

2. Use Google Analytics and Search ConsoleHow to use the long tail in your strategy: step by step

I repeat something very important: you have to pay attention to the performance metrics of your site.

Google Analytics is one of the main web analytics platforms and is present in thousands of sites around the world.

In addition to being free, the tool is easy to install and offers an infinity of information and insights about your pages.

Now, the Search Console shows how Google itself evaluates your site.

Thus, it helps to understand the path that the visitor travels to reach it.

And since there are no internet searches without Google, nothing is more natural than having it in your strategies.

3. Use synonyms

Keep in mind that for this strategy to be successful, it is necessary to think with the logic of your consumer.

In short, your challenge is to identify keywords that he could use for his search.

And since Spanish has a large vocabulary, take some time to think of some synonyms for the search words so that your potential clients will find you.

Going back to the furniture example, users can search for both “wooden furniture” and “rustic furniture”.

4. Produce quality content

I can say that content is the currency of digital marketing.

Through it, users find companies or businesses.

Then the relationship between you can be born at that precise moment.

Therefore, do not stop planning and producing content that adds value to users and responds to their interests.

Start capturing leads with Klickpages todayStart capturing leads with Klickpages today

As you already know, the long tail is effective in attracting visitors to your site.

And how transform them into customers?

You can meet that goal.

My advice: Use your blog and your site to capture leads.

When you talk to the user through articles or present promotions, do not miss the opportunity to get their contact so that you can strengthen the relationship.

Do so by sending an invitation to subscribe to a newsletter, receive news by email, download an e-book or enroll in a free course.

It doesn’t matter what the action is: work on a landing page and increase the chances of confirming conversions.

Klickpages is the ideal tool for you to create a fantastic page and much more.

Take advantage of it!

Take a look at these 3 basic steps:

  1. Choose your model: know the high conversion alternatives proven by tests.
  2. Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
  3. Publish: finally, you only need to publish your own domain, without additional hosting costs.

Make your campaigns take flight with full force!

Conclusion

At first glance, the long tail may seem distant from your marketing strategy.

Well, I’m talking about a concept defined by a physicist who relies on statistics.

But make no mistake.

As you could see in this article, it is mandatory knowledge to generate qualified traffic on your site.

Specifically, in businesses that are taking the first steps in the digital medium and it is very risky to want to reach the top of Google investing in terms of high competition.

The chances of success in that case are much lower.

My advice is to start building authority and relevance from long-tail keywords.

Long tails can bring a good number of visitors to your site.

And when that’s a fact, get ready to conquer them.