If you are somewhat interested in SEO, also known as natural search engine optimization (SEO), the concept of long tail should not be foreign to you. Today, the Optimize 360 team invites you to discover what's behind this concept. Before telling you how to write an article about the long tail for your website or blog.
The long tail in SEO is quoi ?
The Long Tail concept was invented in 2004 by American entrepreneur and journalist Chris Anderson. It refers to the fact that a large number of product references individually correspond to low sales volumes, which can ultimately account for a large part of the turnover of an e-commerce site.
In SEO, the long tail refers to key phrases that, in isolation, attract few visitors to your website, but whose accumulation can represent a significant volume of search. This principle of the long tail transposed to SEO then designates all the keywords that individually generate low traffic, but can represent a major part of the traffic of a website when they are added together.
For example, if you write 100 blog posts, each attracting 10 connections per month, that's a total of 1000 connections.
The long tail is usually made up of a set of little-used words that revolve around a major key phrase for your site. Or use little-known synonyms which, because of their low use by Internet users, will be less competitive.
For example, we can talk about a hotel in Paris (a very highly competitive group of keywords) and we can divide it into many variants:
- Family vacation in a hotel paris 9
- Stay with friends in a hotel in central Paris
- Your hotel in Paris with outdoor swimming pool
- Find a hosting solution in Paris.
- Book a hotel room without carpet in Paris
These requests are very specific and therefore not very competitive. Put end to end, they indeed generate a significant total traffic!
How is the long tail intéressante ?
- It generates a lot of traffic. Because of the volume of secondary keywords that compose it, the traffic it generates is often higher than that generated by the main keywords.
- The keywords of the long tail are not very competitive so it is generally " simple " to be well positioned on these requests
- It can help boost your site's conversion rate. The keywords of the long tail are more accurate and therefore generate more qualified traffic.
How to write a long article traîne ?
How to write your long tail articles? Are there rules to respect, best practices to know?
Eh bien, en premier lieu, il vous faudra identifier les mots-clés secondaires liés à la thématique de votre site ou de votre blog. Si de nombreux outils payants existent sur le web pour générer des mots-clés à la pelle, il est aussi possible de s’appuyer gratuitement sur Google pour déterminer les premiers éléments de votre longue traîne.
Ainsi, saisissez un mot-clé générique dans le célèbre moteur de recherches. Celui-ci va vous offrir une page de résultats au bas de laquelle vous allez trouver ce que Google nomme les « recherches associées ». Il s’agit de termes et expressions que les internautes saisissent lorsqu’ils souhaitent consulter des sites comme le vôtre.
In other words, these related searches can be interesting secondary keywords to use in your articles.
But the best way to find declinations will still be these 3 questions: For whom? What and where?
- For whom: Once you've defined your targets, it'll be much easier to find subjects...
- What: What are your offers, what do you propose to your customers?
- Where: Geography often offers many variations that are easy to implement.
Let's take the example of our hotel:
- Our targets are tourists and businessmen and women.
- We offer our guests: rooms (spacious, comfortable, bright, etc.) and services (restaurant, spa, concierge).
- We are located in the 7th district of Paris.
Thus, if we know how to exploit the information collected, it gives us a possibility of almost infinite variations:
- Our hotel Paris 7 (our product) to visit (target tourists) the field of March (geographic location)
- Find a hotel room with direct access to the Paris Exhibition Centre
- Hotel room in Paris with view on the Eiffel Tower
- Your relaxing stay in Paris with our spa hotel
Once your major generic keywords have been defined, it's time to start writing!
Then do a semantic work using the lexical field linked to your key expression in your content. You should then be able to easily work on your text!
And don't forget: if your group of keywords must correspond to a potential Internet user request, your article must provide an answer.
Now that you know what the long tail is, you just have to exploit it to boost your business on the web! Good luck with that...