Over the years, I’ve done many introduction to search marketing sessions where I talk about the value of having good, descriptive pages. Those let you tap into the search tail, the "onesies and twosies" terms, as I’ve called them, that might come up only once in a month. Add all those up, and they can outweigh or be as important as the top terms you deliberately target. Today, I had to chuckle at one particular query that brought us a visitor that illustrates the search tail concept:
why did google have the scream
That was the query that brought one person in from Google. We currently rank around second for it, for this page:
I didn’t deliberately aim to rank well for that query. I didn’t write on the page something like:
Why did Google have The Scream? You might not realize, but today was the birthday of Edvard Munch. To celebrate, Google made its logo similar to his painting The Scream. So if you’re wondering why did Google have The Scream, now you know why did Google have The Scream.
Instead, this was an unanticipated visitor, a visitor using a string of words I didn’t think of. But that’s not a problem. Good textual content, reinforced by good descriptive title using some of the key terms let us tap into that search tail query.