The Long Tail Theory And Its Significance To Search Engine Marketing Strategy

The long tail theory has a good explanation for users' keyword search behavior and effect pformation, and has positive significance for developing effective search engine marketing strategy.

For example, in all keywords retrieved by search engines, 50% of keywords generated 80% traffic.

Is it not worth spending more than 20% of the visit?

The new competitiveness of network marketing management consultants believe that the fact may be the opposite, because another keyword that brings only 20% visits may have a higher conversion rate.

This is quite different from the meaning explained by the 20/80 principle.

Obviously, it is necessary for us to make a more detailed discussion on the long tail theory and its significance for search engine marketing.

What is the long tail theory?

According to Wikipedia's explanation, the Long Tail is the first word used by Chris Anderson in 2004 in the articles to connect magazines to describe some economic mode, such as Amazon.com or Netflix.

Long tail terminology is also widely used in statistics, such as statistics on wealth distribution or lexical use.

The basic principle of the long tail theory is that as long as the channels of storage and circulation are large enough, the market share of products that are not very popular or poorly sold can be matched or even larger than those of the few hot products.

That is to say, many small markets converge into market energy that is comparable to the mainstream market.

The following is part of the long tail schematic given by some researchers: the meaning of figure (1) shows the relationship between the main body and the long tail to the total quantity. (2) the traffic volume brought by the searchenginewatch.com senior search engine marketing expert Danny Sullivan to the website when users use 100 key words to search through Overture.

Figure 1: the relationship between the main body and the long tail to the total quantity.

Figure (2): the amount of traffic that 100 keywords can bring to the website when retrieved through Overture.

It can be seen from the above schematic diagram that unlike the 20/80 law, the role of "tail" in the long tail theory can not be ignored. Operators should not only pay attention to the role of the head.

The long tail theory has become a new economic mode and has been successfully applied to the field of network economy.

For example, Google effectively utilized the long tail strategy.

Google's Adwords advertising enables countless small and medium-sized enterprises to freely put online advertising, while the traditional online advertising is only a field for big enterprises to get involved in.

Its Adsense advertising also enables a large number of small and medium-sized websites to automatically get advertisers to advertise.

Adwords and Adsense therefore converged thousands of small and medium-sized enterprises and small and medium sized websites. The huge value and market energy generated by them are enough to counterbalance the traditional online advertising market.

If Google merely focuses its attention on 20% of big enterprises (like many web sites' online advertising strategies), it will be difficult to create the current glory.

Similarly, the online retailing giant Amason's products are all inclusive, not just those few products that can create high profits, but it turns out that the Amason model is successful, while those who ignore the long tail and only pay attention to a few best-selling products are not ideal.

The long tail theory is very useful for keyword strategy in search engine marketing.

That is to say, although a few core keywords or general keywords can bring more than half of the amount of visits to the website, there are not many but very clear keywords. That is, long tail keywords can also bring considerable amount of visits to websites, and these long tail keyword retrieval results in higher customer conversion rate, which is also much higher than the conversion rate of common keywords.

For example, a user who uses a general term "lawyer" to retrieve a visitor to a website and a visitor to the website of a "Beijing trademark dispute lawyer" is more easily converted to the customer of the site.

This is to study the dispersion of keyword search behavior and the value of dispersed keyword strategy.

Some research articles think that the 20% long distance of the keyword "long tail" creates 60% revenue for the website, which is difficult to verify, but at least it is certain that it is not enough to concentrate on a few popular keywords. Moreover, the user behavior research using keyword search engine shows that most users do not search only one word. In order to get more accurate retrieval results, 2-3 keyword combinations are often used to search. Some users even use more than 5 word combinations. These multi word combinations are often the main components of the keyword "long tail".

The method of interpreting the keyword strategy of search engine based on the long tail theory is the same as that of user keyword search.

New observation of online marketing on "website access statistical analysis"