Dominating the Long Tail | Digital Horizons Oct 2016

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Dominating the Long Tail

@epiphanysearch 

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Historic SEO: Head Terms are Where the Money Is

@epiphanysearch 

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@epiphanysearch 

car battery cheap car batteries car battery prices0

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Search Volume Avg Monthly Traffic

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@epiphanysearch Standard Click-Through Rate Models Can’t Hold

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@epiphanysearch 

car battery cheap car batteries car battery prices0

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@epiphanysearch Long Tail = More Accessible SERP

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@epiphanysearch The Good News:

Often not the best result …

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Understand Your Audience’s Questions

@epiphanysearch 

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How Do I Find Out About My Audience?

Internal site

searchesFocus groups

Analytics information

Sales people &

call centres

@epiphanysearch 

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@epiphanysearch Understand the PatternsHow much does … cost?How can I tell when … ?How do I …?

Learn common questions

Identify patterns

Expand your list, even if there isn’t

search volume yet

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@epiphanysearch Avoid Too Easy Answers!

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@epiphanysearch Use your PPC account to get better data

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@epiphanysearch Use Search ConsolePlug your variations into Search Console to gain more ideas & increase traffic on terms you already rank for

Compare clicks vs position to identify the best opportunities

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How Do I Get the Best Visibility?

@epiphanysearch 

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@epiphanysearch Use Heading Tags

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@epiphanysearch Position 1 isn’t necessary

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@epiphanysearch Lists Work Too

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@epiphanysearch … And Tables

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What Is Necessary?

Key Term Usage

Appropriate Mark-Up

A Useful Answer

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@epiphanysearch Think Alternative Ways of Ranking

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Don’t Automatically Create a Page per Query

Avoid Content Confusion

Host Content Close to Main

Pages

Mark-up Counts More

than Individual Pages

Keep Your Site’s Content

Simpler

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@epiphanysearch Measure, Measure, Measure

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T: 0800 019 9727E: info@epiphanysearch.co.uk@epiphanysearch

www.epiphanysearch.co.uk

Proud to be part of the Jaywing family

@epiphanysearch