How To Use Long-Tailed Keyphrases in Your Linking Campaign

What exactly is the long tail? Individually unimportant, but collectively significant according to Chris Anderson, who coined the term in 2004.

Why is the idea of the long-tailed keyphrase so critical to your link building campaign?

(Besides the obvious reason that is its very definition, of course.) It’s mainly because these keyphrases (which have been quite well tested in both PPC and SEO) tend to be niche enough that they can give you more conversions. When people get very specific, they mean business.

Before I move on, let it be said that when we’re talking about long-tailed phrases, I am not in any way suggesting that you try and bring in traffic for anything that you do not actually have. That would be foolhardy.

Ways to identify long-tail keyword phrases

  1. Analytics software. Whether you use a proper package or you’re wading through logs on your own, you can identify the long-tailed keyword phrases that searchers are using to find you. You can also do basic extrapolation on these if they’re not too numerous (or if they are numerous and you’re just either highly productive or very, very bored), adding relevant modifiers, for example.
  2. Keyword research tools. These abound in both free and paid versions, and I’m not tied down to one or the other most of the time. These can be used to create long-tailed keyphrases by simply entering in a few generic terms, or they can help out with the aforementioned attempt to find decent long-tails by adding some modifiers. They are particularly useful in helping you identify common misspellings, something that makes me shudder, but hey, lots of people can’t spell and they will indeed use misspellings when searching. Google Suggest, while not specifically a keyword research tool, can also give you some amazing ideas for long-tails, and it uses data from the most popular searches, so that’s a win-win situation.
  3. Checking rankings for primary keyphrases. Search for a primary keyphrase and take a good look at the content surrounding the keyphrase in all the SERPs. Just now I searched for “shirt” in Google, and the very first result gave me the content of “new graphic t-shirts.” That’s not a bad long-tail. When I search for “new graphic t-shirts” I see one that says “new limited edition graphic t-shirt.” Neither is that one. Just be careful not to spiral out of control here.
  4. Brainstorming. I have found that Excel is quite a useful tool when trying to come up with good long-tailed phrases. I may be overstating the obvious, and apologies if so, but it’s quite easy to put together a list of generic phrases that you know you want, and a list of adverbs and adjectives, etc. Talk to anyone you can about this, as people who sell the products know them well, as (occasionally, if you’re lucky) do people who designed/coded/maintain the site. Every SEO has dealt with someone who will not listen to reason when it comes to keywords, since there’s always that one guy who is absolutely positive that searchers will search using a phrase that, in reality, mainly just that one guy uses to search. Try these out as long-tails! Maybe there are more people out there like him.

Identify good landing pages for the long tail

How? Two ways:

      Find existing content. if your site has an internal search functionality, make us of it. Search for the long-tailed phrase plus your site name (or do any one of a variety of Google search queries, whatever is your preference) and see if you have something suitable. If so, you’re set. If not, see below.
      Create new content. if you’re sure that you either have no relevant landing pages or that you have no content for the long-tailed phrases but you do, in fact, offer this item/service/whatever, create some new content. That’s never a bad thing, in any case. Don’t create a full page for every insanely specific niche phrase, of course.

    *Again, please, please don’t intentionally try and bring people into a page or site that actually is wildly irrelevant. I’ve had this happen to me, and I no longer trust those sites.

    Build a few links with long tail words as anchor text

      Take a baseline. The baseline is a simple and oft-overlooked thing to do when link building. If you’ve used any form of analytics referrals in order to identify the phrases you want to work on, you should be able to easily get a baseline idea of how much traffic is currently coming in. If you’ve used another method and you’re not currently getting any traffic from the phrases, there’s nowhere to go but up, right? If you’re watching rankings, get an idea of where you stand with those. Just make some notes, basically so that you can later see if your efforts are paying off.
      Monitor progress. As mentioned above, you want to monitor this to see if what you’re doing is worth it. If you spend months linking to niche phrase x and you never see more than 2 referrals per month, it might not be worth it. If you see that niche phrase y initially brought in 15 referrals but now, thanks to your amazing link building, it’s typically bringing in 50 referrals per month, you’ll be able to expand on this, whether it’s through additional links or some other form of optimization.
      Adjust as necessary. The good thing about long-tailed optimization of any sort is that it tends to show results quicker than usual. Generic phrases, especially the more competitive ones, can take months to show any decent results. Long-tailed niche phrases, which are also commonly used to test different theories, can show results almost overnight in some cases. Just don’t be afraid to admit defeat, but don’t do it too quickly, either.

    To conclude, long-tailed keyphrases tend to exist as afterthoughts, as something such as rankings or traffic that arise from the pursuit of the more traditional generic keyword phrases, but they can jazz up your link building if you’ll just pay a bit of attention and not treat them like the red-headed stepchild. Yes, you’ll get some residual long-tailed rankings and traffic, but you’re missing out on a huge opportunity if you don’t make some sort of concerted effort to capitalize on this phenomenon.

    ** For more information, SEL has an excellent older article on the long tail of search.

    Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

    Related Topics: Channel: SEO | How To: Links | Link Week Column

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    About The Author: owns the link development firm Link Fish Media and is one of the founding members of the SEO Chicks blog.

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    • KristinMA

      Great article! Long Tail search is a real advantage in search marketing.

      I have to disagree on one point about using Excel for keyword grouping. Five key reasons why the program is not an efficient means for grouping:
      1. Excel Is Not Dynamic or Actionable
      2. Excel Spreadsheets Are Laborious to Maintain
      3. It’s Hard to Merge Data from Multiple Sources in Excel
      4. It’s Difficult to Create Relationships in Excel
      5. Excel Is Not Collaborative

      A fantastic keyword management solution is WordStream, Inc. I have found, along with many others, that this software allows expansion of PPC and SEO for more relevant, valuable, and prioritized keywords to optimize your marketing campaigns.

      The site also offers beneficial information on all SEM/SEO/PPC support to heighten your understanding on such terms as “Long Tail” Search.

      Definitely take a look at not only WordStream’s support in these key areas, but also what the software has to offer. It’s a brilliant solution:

      http://www.wordstream.com/long-tail

    • michaelzed

      HUBERMAN not ANDERSON first defined “long tail”

      Hi Julie,

      >What exactly is the long tail? Individually unimportant, but collectively significant according to Chris Anderson, who coined the term in 2004.

      I just wish to say that although the term “long tail” was popularised by Chris Anderson in his Wired article and then his book, the term was first referred to in relation to search engines by Bernardo Huberman in 1998. [Huberman is now a senior fellow at HP Labs and also head of the Internet Ecologies area at HPL.]

      The term was explicitly used in Huberman’s excellent book from 2001, Laws of the Web, published by MIT Press, on pages 27 & 28 in a discussion of Power Laws and Zipf distribution.

      Not trying to be a mad pedant, but Huberman’s work in the field of internet ecologies is very significant and rarely credited in discussion of the long tail, Chris Anderson and his, also important, contribution.

      Regards,

      Michael Zerman
      Adelaide, AUSTRALIA

    • http://SEOrocks SEO rocks

      Great advice to take away and use. Although long tail keywords require more time and effort to get the traffic you pull from more general terms, the conversions you get with the long tail usually pay off big time.

    • http://www.seopractices.com seopractices

      Great article, I highly recommend to optimize for long tail, I have seen a great amount of traffic coming from long tail keywords, around 60 to 70%.

     

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