Unusual Longtail SEO Strategy!

(Do This And You’ll Make More Money From Your Website)

Seo Campaigns Usually Start With The Head Terms

Most SEO campaigns start off with a handful of keywords, some competitive and some not so, based on search volume from certain SEO tools. Once the SEO campaign is underway the website will start to get increased traffic and decent rankings, depending on how good the SEO company is :)

The website will not only start to receive traffic from the handful of keywords that are proposed in the initial planning of the campaign, but also from a plethora of related keywords. Once the site is established and has been building links for a significant amount of time you can expect the ‘longtail’ to be responsible for 70%+ of the overall website traffic. The 10 or so head terms you were originally targeting will be bringing in about 30%.

The Longtail Is More Important

Long Tail image from Shunt Money

So this really flips around the importance of those head terms onto the long tail terms. The long tail terms are generally more targeted than head terms.Someone searching for ‘Widget’ is considerably less qualified to buy than someone who is searching for ‘Red Widget That Makes Noises’. The person searching for ‘Red Widget That Makes Noises’ is probably searching with one hand, because the other one is holding a credit card.

But… This Doesn’t Mean Ignore The Head Terms

You’re ranking for all these ‘long tail’ terms because they are related longer phrase variations of the head terms. By link building for the parent or seed term, you are indirectly helping the variations rank. So it is a great idea to hook your link building strategy around the head terms (obviously mix your anchor text), with a view to maximize the long tail traffic using a lot of content that contains a lot of related phrases on the targeted pages.

Link Build To The Head Terms, But Use Content To Maximize The Long Tail

You should make sure your targeted pages include long tail phrases and terms. It’s infeasible to link build to every single long tail anchor text, it’s also a bit pointless looking at traffic for each separate long tail phrase (they are so minimal). You should use a mix of common sense and very quick keyword research to decide what terms to include in your content. I usually try and target 10-15 variations on each of my target pages. It may be an idea to create extra pages if you don’t want to clutter your money pages with content.

It is best site practice to make sure every page on your site has great content, including long tail phrases and variatons.

Keyword Modifiers To Qualify Buyers (Secret Sauce Of The Blog Post)

Whatever your product is, it will have some modifiers that qualify buyers in the market. These are the perfect longtail searches! For most ecommerce markets it is the following:

  • Cheap
  • Order
  • Buy
  • Purchase
  • Online
  • Shop
  • Delivery
  • Deals
  • Offers
  • Review
  • Comparison
  • Vouchers
  • Best
So shouldn’t these keywords be included in our content? Hell yeah, these keywords are the most important longtails of all! The searcher is TELLING US they want to buy, and these searches exist, even if Google tells you they have no searches. Just trust me on this one :)
So, how do you incorporate these modifiers in your content strategy? You’ll need to make it natural. Be Creative. You may have to make a comparison page. You may have to start offering vouchers and offers (to warrant the existence of the page). You’ll have to talk about delivery. You’ll have to talk about cheap, and include all buy, order, and purchase words (in the text, not buttons).
So if I’m talking about my classic widget example, I’d use a tool like MergeWords to fist of all get my list of longtail phrases.
So my list looks something like:
Cheap widgets
Order widgets
Buy widgets
Purchase widgets
Online widgets
Shop widgets
Delivery widgets
Deals widgets
Offers widgets
Review widgets
Comparison widgets
Vouchers widgets
Best widgets
I’ll need to incorporate these into my widget page somehow, or create new pages that warrant these search terms.

If Nothing Else, Include Keyword Modifiers In Your Content To Catch Some Long-Tail BUYING Traffic.

Do this today, and your website will make more money.

If you liked this post share it on Twitter and what not :)

Cheers

JoeD, SEO

Source: teknet.org.uk

(Not Provided) in Google Analytics – What is this?!

About 3 weeks ago now Google released a new search engine update in an attempt to make online search more secure. This has been referred to as the Google SSL Encryption Update.

You will have probably noticed already in your Google analytics that one of your keyword referrals will be (not provided). If you haven’t noticed, check your analytics account carefully!

(not provided) will soon be the worlds most converting keyword accross all websites, industries and platforms. With this in mind we decided to purchase the domain name www.notprovided.co.uk

Why am I seeing the (not provided) keyword?

What this means is that when users are signed into a Google account like Gmail, when they make a search query this will now be made through a secure connection (https). If that search query leads the user to an organic results then the keyword referral data will no longer be provided in Google analytics. Instead you will be provided with the keyword (not provided).

Read more about the Google SSL Encryption Update and how the keyword (not provided) has in increased in analytics across some of our clients.

Help stop Google – Sign the petition!

This issue is only going to rise and rise and the keyword (not provided) will only become more common. It will effect website owners, content publishers and online business owners all over the world! Please help to voice our dissatisfaction by signing the (not provided) Google Petition.

Joe Taylor – Digital Marketing Strategist

Source: teknet.org.uk

When Will My Site Be #1?

We get asked this question all the time. Although we are very selective with our clients and like to work with larger companies, we do often work with local companies (because we like bringing local businesses on the web). Quite often the local businesses don’t have a ‘marketing department’ or anyone that already ‘gets it’. So a lot of questions get asked in the initial stages of preparing the campaign.

This post is to help small businesses out there who are looking for SEO services, to give you more of an understanding how legitimate SEO companies operate. It will also give you an idea of a good mindset to have when planning an SEO campaign for your business. The metrics and KPI’s you have in mind for success may not be the right ones. (Being #1 for a search term should not be your KPI.)

When Will My Site Be #1?

The question shouldn’t be ‘When will my site be #1?’, because who can answer this? Anyone that can is lying. The only people that potentially could is the guys over at Google.

The question should be ‘When will I start seeing leads, sales and more business in general from our SEO efforts?’

This is a better question that we can estimate a reasonable answer. We say within 90 days we can expect to start seeing results: More traffic, more leads and sales, and higher rankings of course.

Some SEO companies do not guarantee anything, and openly admit there are no certainties in SEO. This is also a sign of a legitimate SEO company.

Legitimate SEO companies follow best practices, and add value to your site. No SEO companies work with or for Google, and no SEO companies can guarantee positions.

REMEMBER: It’s about your website’s sales and leads. Not the #1 ranking for a specific term. You may be #7 for that specific term, but between #3 and #1 for plethora of other ‘long tail’ terms. These long tail terms put together will equal a  lot of highly converting traffic. Look at your sales and leads from the web before slating an SEO service for not getting you #1 for a specific term – but these success metrics and KPI’s should be discussed in great detail before the campaign starts.

Source: teknet.org.uk

TEKnet - Digital Marketing

A short mock up of our marketing typography video made by our new SEO apprentice:

Rebecca Troth

Rebecca Troth

SEO Executive
Tel: 08458 388 488

Email: rebecca.troth@teknet.org.uk

Twitter: www.twitter.com/#!/TEKnet_Rebecca

Am I late on this one? What is this? Is it exclusive to eBay, or is it an image type ad? This is something I’ve not seen before or at least I don’t think I have. I have just tried a 100 other searches and can find nothing similar! Please Get In Touch if you know more about this!
Pop-upView Separately

Am I late on this one? What is this? Is it exclusive to eBay, or is it an image type ad?


This is something I’ve not seen before or at least I don’t think I have. I have just tried a 100 other searches and can find nothing similar!


Please Get In Touch if you know more about this!

Source: teknet.org.uk

Do We Own The Most Valuable Website In The UK?

Following our post about the loss of keyword referrer data, we sat and thought about how we could possibly get some good out of this terrible situation.

If Google are hiding referrer data, and simply displaying it as (not provided), soon enough all our clients most converting keywords will actually be ‘(not provided)’. Interesting.

So, for every website in the world, the most converting organic keyword will be ‘(not provided)’. This keyword is pretty valuable then? The #1 converting keyword in the UK across all industries is ‘not provided‘.

So we brought the domain, it’s for sale!

www.NotProvided.co.uk

Source: teknet.org.uk

Google SSL Update – The sad loss of organic keyword search data in analytics.

 

Ok, so what does this controversial Google update mean?

Well to explain. Traditionally whether people signed into a Google property like G+ or Gmail or not and made a search that lead them to a website, that search query or keyword would be recorded by Google. The data could then be displayed in Analytics or similar tracking software used by the website owner that the search query lead that user to. The data would be recorded if the search lead the user to either an organic listing or paid advert. Not only that, tracking software would record all the page data that the user browsed on.

This has now all changed due to Google’s SSL update. Now if users are signed in, when they make a search, that search will be made over a secure connection. If the search lead the user to an organic result then the search or keyword data would not be recorded within Analytics or other tracking software. The data will now just say “not provided”. Not only that, tracking software would now no longer be able to track what pages the user browsed by that user.

This is considered a major blow for Website Owners, SEO companies and Keyword Conversion Analysis. It’s going to be more difficult to to find out what keyword searches people used to find a website.

Now for the controversial bit…

Although Google wont be passing on keyword data to the analytics tool and other traffic software for organic results, they will still allow the data to be shown if the search query lead the user to a paid advert. So effectively what Google is saying is “pay us for an adwords advert and we will give you the users keyword data” A little contradiction in my view which is upsetting a lot of people.

But wait…

We shouldn’t panic… Yet

This is update only effects the data on Google.com and for users that are signed into a Google property. Overall this only accounts for around 1-2% of all the searches at the moment. Yes as more people join G+ the new Google social network and sign up for Gmail accounts the amount of search data lost will go up.

As SEO and Internet Marketing professionals we will just need to get clever on capturing keyword data. Its not all lost it’s just going to be less convenient to find it.

Here’s some ideas to find alternative keyword search data:

  • Adwords Results and analysis
  • keyword Ranking reports
  • Keyword Targeted landing pages
Thanks for reading!Joe Taylor – The Strategist

Source: teknet.org.uk

McDonalds SEO!

Medium, Large or Supersize? Do you want fries with that?

 A lot of companies are selling SEO in bronze, silver and gold packages, with additional bolt ons and unrealistic guarantees.

The sales pitch is so refined that it becomes a little like ordering a fast food meal. You know what you’re getting, and it’s gonna be fast, and you can add extras if you like. They want the sale. Done. On to the next client.

A lot of the smaller businesses out there with limited budgets will go and get a load of quotes. They will have many of these ‘McDonalds SEO’ pitches, and then they may get a few ‘real’ marketing quotes from companies such as ours. A holistic and realistic solution that will increase organic traffic and sales in a safe and effective manner.

The short term ‘supersize big mac meal with extra fries’ solution will always win to the uneducated client. Shame.

  

Alarm Bells Should Ring If SEO Companies Are Guaranteeing #1 For £99

No SEO company in the world is a ‘Google Partner’ in the context of organic traffic. No company can guarantee what Google will do TODAY, let alone tomorrow or 3 months time. All a company can do is follow best SEO practices, and the value will come from increased traffic and sales. We’ve spoke to many companies that have been burnt by these type of SEO services in the past. Dodgy links, ranking penalties and some don’t even make on site changes.

I’m not saying all companies with guarantees and packages are bad. And some of these services may well work for your small local business with low competition. 

All I’m saying is that if you’re wanting to SERIOUSLY increase traffic and online sales in competitive markets you will need a FULL SERVICE SEO Campaign, with a complete audit, on site optimisation and effective link building. It will be a 6 or 12 month campaign, with realistic goals. 

…and it will cost more than £99 unfortunately.

There’s Good News Though. The Results From A REAL 12 month SEO Campaign can double or even TRIPLE your business.

So, next time you’re considering a McDonalds, why not have a 24oz Steak Instead?

Great SEO costs more money, but you get REAL results.

Cheers,

Joe Davies, SEO @ TEKnet.

Source: teknet.org.uk