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Understanding chasing the Long Tail for Small Business Success

Posted on: January 8th, 2014 by admin No Comments

Understanding the Importance of chasing the long tail for business successDepending on what type of business your company operates, there is very likely a ceiling when it comes to how much new organic traffic you can pull to your site for a certain keyword.

Take for example, “Plumbers in Dayton Ohio” which has a certain amount of monthly searches.

If your website is already pulling in visitors each month for that particular keyword phrase, you may be already utilizing its lead generation power to its fullest for that one keyword or phrase.

The problem with that is, organic growth for one keyword phrase is usually not enough to create all the business leads that a business needs to survive.

That is why you should always be looking for variations or long tail phrases that you may not have thought of.

One’s that your potential customers are using everyday to find a product or service like yours but are not finding your website, because you have not optimized your content or website for it.

It is important to remember that not everyone is going to search for the same thing in the same way.

While I might look for “Plumbers in Dayton Ohio”, someone else may be searching for "Plumbing Companies Dayton Ohio" or "Dayton Ohio Plumbers" or 10 other unique combinations.

We are both looking for the same product or service, but how we go about the search process varies.

To be effective, your website should be pulling in visitors for a multitude of broad and long-tail keywords, including ones that you aren’t actively targeting on your website to be as successful as it can be.

If you are not doing this on a regular basis, you are losing a large portion of your market to your competitors who do understand and embrace this concept every day and, are happy to take your potential customers away by taking advantage of this concept.

The more non-branded keywords sending traffic to your site the stronger your organic search presence will be, and the more revenue you are likely to see from your website.

Five or six new visitors per keyword may not seem like much but when you multiple that by an extra 5 or 10 keywords each month, it starts to add up over time.

It is important to understand that, organic growth is not always linear.

There are going to be good months and there are going to be slow months, as with any business.

If one month is stagnant or has a slight dip in traffic, be sure to take a look at the year-over-year data and see what kind of overall growth you’ve experienced.

For example, one of our clients lost about 15% of their organic traffic from April to May of 2013 (May is typically a very slow month for them), but looking at their year-over-year organic search traffic, it was up by 96%.

But if that client had only focused on and compared only month to month results, it would have looked like things had backtracked when in reality; the overall trend was the exact opposite.

As time goes on and you continue to invest in SEO for your business and your own efforts, including your own company blog and guest posting, you have the potential to earn natural links from it all which will in turn create more new customers and generate more revenue for your business each and every month that you continue working at it.


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