Long Tail SEO

A Trick of the Tail

Long Tail SEO graph

Long Tail SEO is one of the many hot terms of Search Engine Optimization these days. However, here at Microsite Design Company, we have taken it to heart as a means to achieving success for our clients. Long Tail SEO is the strategy of taking lower-volume keywords and developing properly structured content; thusly generating higher conversion rates.

Look at it like this, the term “pizza” can generate a lot searches in a given month. If you own a pizza shop with a website, getting ranked highly for “pizza” could bring you a lot of website traffic. But it would be much better to be ranked for “pepperoni stuffed crusted pizza” or other long tail keyword terms. Someone searching for “pizza” is browsing. However, someone searching for “pepperoni stuffed crust pizza” has a credit card out and ready to order.

By focusing on the more specific keywords, you are able to target the website traffic with the most likely to become paying customers. Also, the competition for the long tail keywords (pepperoni stuffed crust pizza) is much less than the competition for the generic, large volume keyword (pizza).

To create a successful ad campaign, consider the services your company offers. Do you only offer certain services in a certain geographic location? Consider adding a geographic modifier to your keywords. A company that manufactures boots in Alabama may want to be ranked well for “Alabama boot manufacturer.” However, the company should really consider being ranked for a more specific term such as “Alabama construction boot manufacturer” or “Alabama steel toed boot manufacturer.” This generates results for your ad campaign by targeting those customers that already have the credit card out and are ready to pay.

A final thought on Long Tail SEO and its lower cost. You can afford to be flexible and even consider going after multiple markets at the same time.

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Search Results and the Truth of Optimization

Hearing the Same Broken Record for the Last Time

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to being paid advertisements such as pay-per-click.

Q: Is organic SEO expensive?

A: It is a cost effective and a specialized technique that will get your site ranking more prominently in the search engines guidelines with the proper format of keyword use, site structure, content, and link building. All of these actions do help to increase your web popularity and market relevance and thus you will rise higher in the rankings in the organic results of major search portals.

Q: How will this help my firm?

A: Professionals come to us with a broad range of needs and goals for which we provide fast and specific marketing solutions to help them with lead generation and help lower the cost per acquisition of new clients. Our team develops a personalized and comprehensive strategic website marketing campaign specifically tailored to each client to dramatically increase targeted traffic, brand visibility, new clients and unlimited generation of revenue.

Q: What makes your firm different than any other company I have tried?

A: We specialize in successful organic search optimization and keyword domains for small to medium sized companies and legal professional services.

We are known for creating #1 top ranking domains in every major search engines with thousands of targeted visitors every day. All done WITHOUT a pay per click charge.

By using a decade of learned, strategic marketing insight together with latest technology we keep our clients on the top.

Tracking the Marketing

Ships in the Night

Q: Why should I track my web marketing investment?

A: The question is not "why" but "how" should a firm be tracking their marketing? The first thought is that a firm will want to know the return of their investment. That is the least knowledge to be gained when it comes to tracking true traffic. True traffic to a site is defined as a keyword specific interest defined by the internet user conducting the search.

IE: You are a DUI Lawyer

A person who is living in Ft. Lauderdale needs a DUI Lawyer so they search “Ft. Lauderdale attorney.” True traffic would be defined that same person in need of a DUI lawyer their search would be “Ft. Lauderdale DUI lawyer” that is true traffic and that is what you want.

Albert Einstein said “statistics only prove what has happened and guesses at what may happen.”

Tracking is not the crystal ball of marketing; it will show the trends of online searches and allow you to adjust content and keywords to market demands. It too will show the trends in search time, that is important in human resources or the fact that it may be time to leave the “old school answering machine behind and have a call service center do you after hours intake work.”

Q: How should the firm track the inbound calls?

A: During office hours it is best to just ask, If the common response is "on the internet." If the firm has multi-sites, the best response from you, when most people do not know the domain, "was it the blue or red one?" The website is a visual media and you will get a better response to the question.

Some firms who have more than one person answering the phone, dictates a phone line for each site. Then, have the phone company send a detail bill every month - the cost is minimal.

In the end, asking a simple question(s) when answering the phone allows you to gauge the results of your advertising venture. And tracking your return on investment is always smart business.

Q: What is a search string?

A: Search string is a search request that responded to the relevant keywords or content on the page. Not only from the general topic of the page but to the specifics of the search.

The 5 Points to Marketing

A Helping Hand to Marketers

Like the Beatles there are 4 points to marketing or commonly called 4 P's

  • Product
  • Price
  • Place
  • Promotion

And just like the Beatles there is the all too forgotten 5th point to marketing

  • Positioning

The following tips should answer each point above even though this is not a straight line answer. There are so many factors that each point of marketing or the P's lay together as one.

Starting with marketing research data there are all types of data that will help you in researching your product to market.

There are two types of that research primary and secondary data:

Primary data consists of information collected for the specific reason

Secondary date is the information that already exist somewhere. It was collected somewhere else.

Be sure information is all of the following:

  • Relevant
  • Accurate
  • Current
  • Impartial

Gathering secondary data with today's resource outlets will give opportunities for you to know what has worked for other people in your market.

Good secondary market information could come from the following:

Research your customer before you start the primary data research. It is important that you determine who you are trying to reach; individuals or other businesses. This will lead to the marketing campaign you will follow.

Once you have determined who you want to reach with the marketing plan, it is then time to estimate your market size. At this point you have prospects of you want and have foud out a little about them. You know about the characteristics of that sale. You will need to estimate the size of your market. A few answers will come from the product itself.

IE: If your market is a rural area

You will need to ask yourself is this product something the buyer will drive for or is a mail out program more appropriate?

How many other companies are in your market area? What is their traffic point of the sale? And how will you be able to outshine competition in the market place.

Now that you're marketable product is well defined. What are the competitive forces?

The number of firms that supply a similar product will play a roll. Afther that determinations is made you should analyze as to what your competitive tools are. That will set you apart from the competition.

We did not forget about the 5th P

Positioning: Consumers are bombarded with massive amounts of marketing information everyday. And because of this reason their mind will only accept what is consistent with their prior knowledge or experience. You must position your company in the mind of the consumer and not the marketpalce.

It is quite difficult to change a customer's impression once it is formed. Consumers cope with information overload by oversimplifiying and are likely to shut out anything that is inconsisent with their knowledge or experience. When dealing with an over-communicated environment, the advertiser should present a simplified mesage and make that message consistent witht what the consumer already believes by focusing on the perceptions of the consumer rather than on the reality of the product.

In positioning it is always best to be number one, such as a DUI lawyer in Farmington Hills, Michigan. He branded himself as the Farmington Hills DUI lawyer with a dot com, then used that dot com in any and all marketing. Or if you cannot be the first to the market and that is not always available, find an unoccupied position that you can be first in. Such as at a time when large cars were popluar Volkswagen introduced the Beetle with the slogan "Think Small".